By and and  on February 16, 2014

Aveda founder Horst Rechelbacher, who died Saturday at his home in Osceola, Wis., at age 72, was praised by former colleagues as a visionary who helped pioneer the natural beauty movement.

“Horst himself single-handedly created a new industry,” said Leonard A. Lauder, chairman emeritus of the Estée Lauder Cos. Inc., which acquired Aveda in 1997. Lauder pointed out that, with his creation of Aveda, Rechelbacher conceived an exclusive salon and spawned a salon-based beauty business, then developed his own chain. Aveda was a unique brand and “it still is unique,” he added.

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