Aveda’s story begins with Horst Rechelbacher, an Austrian-born hairdresser whose interests extended into plants, art and wellbeing. After building his salon business in Minneapolis, he launched Aveda in 1978.
His ambition was to bring botanical products to beauty professionals. That connection to the salon remains important: the brand’s interest in nature developed alongside the practical work of cutting, coloring and styling hair.
Beauty with a wider responsibility
Plant ingredients and distinctive aromas became part of Aveda’s identity. Its founder also placed environmental and social responsibility within the business’s purpose, connecting the products with the way they were made.
For a first-time buyer, Aveda offers more than one texture or hair goal. The thread across the collection is a professional beauty perspective shaped by botanical curiosity and attention to the world around it.
A few ways into the collection
Selected products that introduce different sides of Aveda.
Aveda Botanical Repair Strengthening Conditioner
A conditioner for strengthening care and detangling.
