In the 21st century new ways of doing business have to be found. Against what has been customary logic in the business world, Aveda and Intelligent Nutrients founder Horst M. Rechelbacher contends that the biggest business opportunities for this century will come from practicing environmentally sound, sustainable business. By creating a merger between self, community, and environment, we will become “eco-preneurs”, reaping the rewards of a healthy abundance and ushering in a new age of enlightened capitalism. Based on his experience as a highly successful entrepreneur and environmentalist, Horst M. Rechelbacher’s Minding Your Business is a profound and poetic manifesto for social responsibility in business. In his emphasis on sustainable agriculture and indigenous products, Rechelbacher is the leading international voice in the urgent and long-overdue crusade for phasing out the multiplicity of toxic ingredients in cosmetics and personal care products in favor of organic materials. This further emphasizes Rechelbacher’s wise and scientifically indisputable warning “Don’t put anything on your skin that you wouldn’t put in your mouth.”
Horst M. Rechelbacher is an active environmentalist, innovative business leader, author, artist, and organic farmer. In 1978, Horst founded Aveda Corporation, a global plant-based cosmetic company. Nearly two decades later, he sold Aveda to Estée Lauder but remained a consultant until March 2003. Since then, he has focused on his new product paradigm, Intelligent Nutrients, a health and beauty product company, utilizing 100 percent food-based and organic certified ingredients. Vanity Fair voted Horst one of the most influential environmentalists in the U.S. in 1995 and again in 2005. Horst is one of the three original founders of Business for Social Responsibility, which promotes the idea that businesses have the greatest responsibility and opportunity to provide sustainability to all living species. In 2007, he received the Rachel Carson Award for a Lifetime Commitment to Environmental Ethics & Integrity. Horst is also the founder and chairman of the Horst M. Rechelbacher Foundation, a philanthropic organization dedicated to social and environmental preservation projects that operate on a grass-roots level. Horst has authored three other books: Rejuvenation, Aveda Rituals, and Alivelihood. Horst currently resides in Wisconsin and New York City. His organic farm in Wisconsin is solar, wind and geothermal powered, and he grows plant ingredients for Intelligent Nutrients products.