Fragrance house

Aveda

Aveda was founded in 1978 by Horst Rechelbacher, who envisioned botanical products for beauty professionals that would benefit users, their guests, and the Earth. Established in Minnesota, the brand developed under Rechelbacher’s influence from herbal remedies and Ayurvedic traditions, with a holistic connection between personal beauty, wellness, and the natural world. Environmental responsibility became an explicit part of Aveda’s legacy in 1989, when it became the first corporate endorser of the Valdez/Ceres Principles. The Estée Lauder Companies acquired the previously privately held company in November 1997, and Aveda is now a wholly owned subsidiary. Rechelbacher died on February 15, 2014. Aveda’s mission centers on caring for the world through its products and social contributions, and the company is a Certified B Corporation and public benefit corporation. In fragrance, Aveda is especially associated with Shampure, a signature aroma blend launched in 1989 and identified with the brand’s characteristic scent.