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Death of Aveda’s founder announced

17-Feb-2014
Last updated the 17-Feb-2014 at 16:16 GMT

Aveda, US beauty giant famed for its environmental responsibility in business, has announced the death of its founder, Horst Rechelbacher.

The Austria-born environmentalist died in his home in Osceola, Wisconsin on Saturday from pancreatic cancer. He was 72.

Photo: Facebook/Horst Rechelbacher

Rechelbacher was a pioneer of fair trade ingredients, organic certification, plant-based aromatherapy, and food-grade formulations in health and beauty products, and it was these principles that he founded Aveda upon.

He was also the founder of Intelligent Nutrients, a certified organics beauty company which also produces plant-based, non-toxic beauty products.

The company described its sadness at the loss of its founder in a statement on its website.

Horst led a life of extraordinary leadership, creating a vision of what he wanted to be, and then bringing that vision to reality.”

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