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Intelligent Nutrients Saves The Day

September 29, 2008 5:45 pm

In today’s “it’s cool to be green” climate, where it seems like just about everyone is rebranding themselves as “all natural,” it’s easy to fall prey to greenwashing. But when Aveda founder Horst Rechelbacher launches a new project, people take notice. Intelligent Nutrients, his certified organic health and beauty brand is pretty much as real-deal as it gets, merging food science and cosmetic chemistry to create a new paradigm in beauty that he has termed “Nutritional Chemistry.” The concept is to use only organic food-derived compounds, from Omega-3 and lycopene to fruit acids and antioxidants. Not only are these substances that the body already recognizes, but most of them come from ingredients Rechelbacher harvests on his own farm in Osceola, Wisconsin. A lifestyle brand in every sense of the word, IN will encompass everything from hair, skin, body, and pet care to “love therapy”—a niche in the market that definitely needs to be filled, since we’re guessing that the lubricants lining Trojan’s slim square packets, are pretty toxic. All of which makes Rechelbacher something of an eco-friendly super hero with (all) of your best interests in mind.