Intelligent Nutrients launches with an organic platform

By Simon Pitman

- Last updated on GMT

Horst Rechelbacher, founder of the Aveda brand, has launched his
new organic health and beauty brand, Intelligent Nutrients, which
includes more than 20 hair care products.

Rechelbacher made his name by blending ayurvedic and aromatherapy principles to produce the Aveda range of beauty products, which was sold off to Estee Lauder in 1997 for $300m. However, not one to stay in the shadows, the former hairdresser, businessman and organic farmer is now re-entering the beauty field with what is claimed to be the first ever line of hair care products to bear the USDA Organic seal. Research and technological know-how ​ Rechelbacher says that until now research and the technological know-how necessary to create effective products that can also bear the organic seal have not existed. However, he says that research and development into the new product line has been extensive, and the new launch is the result of 'many years of research' that has included an extensive team of scientists and marketers. The team that has been assembled for the launch includes Melissa Christenson, who has been appointed president and is also a biochemist and former research and development executive at Aveda. In addition, Jeff Anshus, a food chemist, has been appointed marketing and product developer. The company will be based in Minnesota. Inspiration comes from health quest​ The inspiration for the Aveda hair care line came after Rechelbacher fell ill in the 1960s with a respiratory condition, which he blames on the hair care products he was using in his hair care salon at the time. "One of the reasons I stopped doing hair in the sixties was because of my respiratory condition,"​ he said. "It took me years to realize that the beauty industry is very sick." ​ Rechelbacher launched the new line at a big press event in New York, last week. "We've merged food science and cosmetics chemistry to create a new paradigm in beauty,"​ he said. "We called it nutritional chemistry - it's based on using only certified organic food-derived ingredients - substances the body recognizes and nearly assimilates as nutrients in the body." New line raises standards higher​ His latest hair care line is said to raise the bar even higher, creating the next generation of beauty products and tapping into demand for formulations that don't contain harsh chemicals. All products in the new range have been certified, expect for two hair coloring products that have been created for color-treated hair. The range is formulated with Intellimune Seed Oil Complex, an anti-oxidant-rich blend of naturals, that includes red raspberry, pumpkin, red grape black cumin and cranberry seed oils. As well as the color treatments, the range includes a Hair and Scalp Treatment Oil, a Styling Crème and Styling Gel, a Leave-in-Conditioner and Perfect Hairspray. The range also includes a number of skin care and beauty from within products, including a lip balm and Intellimune tablets, as well as a line of multi-functional aromatics. Aimed at the premium end of the market, the range will retail at $17 - $65, with distribution described as 'diverse', including ABC Carpet & Home, Barneys New York and Fred Segal.

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