“We are the earth.”
— Horst Rechelbacher

Set out by our founder Horst Rechelbacher in 1978,
our mission continues to guide decision-making
across the entire organization.

Our mission at Aveda is to care for the world we
live in, from the products we make to the ways
in which we give back to society. At Aveda, we
strive to set an example for environmental
leadership and responsibility, not just in the
world of beauty, but around the world.


Horst Rechelbacher was a pioneer of holistic beauty and a champion of environmental responsibility.

Born in Austria in 1941, Horst began working in a local salon at the age of 14, and by 17 was styling
international celebrities at a salon in Rome. At 20 he won the European Hairstyling Championship.

He settled in Minneapolis, Minnesota and opened his first salon, Horst & Friends, and several others,
becoming a successful salon entrepreneur before the age of 30. Fast forward a few years and Horst
suffered burnout and recovered thanks to herbal remedies, as well as with yoga and meditation.

Aveda was born in 1978 with the vision to bring beauty professionals botanical products that would be
good for them, their guests and the earth.

His ideas would revolutionize the beauty industry. “We are the earth,” he said.
“We are soil. We are water. We are everything.”

Our history of caring for people and planet.

Aveda Corporation becomes
B Corp™ certified.

Our blockchains are recognized as a
leader by Forbes 50 Blockchain.



All our formulas are 100% vegan.

2021 Cosmetics Executive Women
(CEW) Sustainability Excellence award.




We announce a new global Earth
Month partnership with charity: water, a
nonprofit dedicated to bringing clean
drinking water to people in need.







Cradle to Cradle (C2C)
sustainability endorsement. We are
the first beauty company in
the world to get it.





We achieve ISO 14001
certification for environmental
management systems in our
manufacturing operations.




(and 2005)

Vanity Fair magazine names our
founder as one of the most
influential environmentalists
in the U.S.






The first Aveda Institute opens
its doors in Minneapolis; Aveda
Institutes are schools for
aspiring professionals in the
beauty industry.










Aveda Corporation becomes
Leaping Bunny approved.






We install a 3.6 acre,
1.52MW onsite solar array at
our headquarters in Blaine, MN.







National Wildlife Federation
presents us with the National
Conservation Achievement Award
for our corporate leadership in
protecting wildlife through
education, advocacy and
on-the-ground conservation.




We are the first beauty
company to manufacture with
100% wind power at our
primary facility.




We launch our first Earth Month campaign.








We endorse and sign the
Ceres Principles — a non-profit
mobilizing business
leadership on climate change,
water scarcity and other
sustainability challenges.
We are the first company in the
world to do it.






Horst Rechelbacher founds
Aveda with the mission of
creating holistic beauty through
wellness. Aveda means
“knowledge of the whole.”
We have opposed animal
testing since the start.