1.2 Horst Rechelbacher

Aveda’s founder, Horst Rechelbacher, was born in Austria in 1941 to an herbalist and shoemaker.

With a love for beauty, Horst began working at a salon at age 14.

“I was not a good student at all, but I was very eager to be something different,” he said.

Horst was a natural talent, and by 17 he was working as a stylist at a prestigious salon in Rome.

At age 20, Horst won the European Hairstyling Championship and went on to tour the US and Europe.

Horst & Friends

Horst ended up in Minneapolis, Minnesota by accident. During a stylist competition in 1963, Horst’s car was hit by a drunk driver.

Following the accident, Horst decided to settle in Minneapolis and opened his first salon, Horst & Friends.

Ayurveda Roots

During a trip to India in 1970, Horst discovered a 5,000-year-old healing tradition called Ayurveda. Horst integrated Ayurveda into his lifestyle and his salon business. 

Horst adopted holistic thinking, the belief that individual beauty is directly linked to the beauty of the world around us.