By  on June 13, 2008

Most people could say Horst Rechelbacher doesn't count modesty as one of his prevailing traits. The founder of Aveda, the hair care company that introduced the U.S. to aromatherapy and ayurvedic philosophies through a line of shampoos and conditioners in the Seventies, often and openly talks about the "perils" beauty companies present their customers through "harmful" formulas. Now it seems the former hairstylist-turned-product formulator-turned-organic farmer has another reason not to mince words when needling so-called beauty industry do-gooders: Rechelbacher is launching the first hair care line to bear the USDA Organic seal.

Up until now, natural product makers have argued strong and loud that there is not enough technology or scientific research to make shampoo or conditioners efficacious enough to market to consumers to earn the food grade stamp.

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