Horst Rechelbacher, the founder of Aveda, is back in the beauty business, this time with a line called Intelligent Nutrients is the first US hair care line to bear the USDA Organic seal.
During a presentation in New York on Wednesday June 11, Rechelbacher talked abut the dangers of the ingredients in common beauty products and the fact that the industry has no regulation and some so-called seals that don't really have any support behind them. His line is certified organic (except two items for colour-treated hair) and feature the Intellimune Seed Oil Complex which he said is an antiaging blend of black cumin, pumpkin, red grape, red raspberry and cranberry seed oils.
Much of what he learned he gleaned from his new life as an organic farmer on a 600-acre farm. Prices range from $17.00 for a Certified Organic Lip Delivery Nutrition lip product to $60 for Intellimune Tablets that provide antioxidant activity. Rechelbacher hopes to set up stores within stores to sell the new line. The firm is in talks with Barneys, Space NK and Fred Segal, as well as plans for high-end salons who could sell the line which he hopes will debut by the fourth quarter of 2008.
Look out for more information on Intelligent Nutrients in August issue of SPC