Aveda was created out of founder Horst Rechelbacher’s belief in the benefits that natural and organic hair care products can have on our hair. After enjoying a career from a young age in his native Austria and soon after in Italy, Horst picked up specialist knowledge – and a handful of awards – for all things hair, including how to style it. At age 17, he was tending to the haircare concerns of some of the world’s biggest names before he launched a tour across Europe and America at age 20 to share his styling secrets.
