Horst Rechelbacher / People Style / OZOlife

Voted one of the most influential environmentalists in the U.S. in 1995 and again in 2005 by Vanity Fair, Horst M. Rechelbacher has been a major player in the earth-friendly cosmetics industry since he founded Aveda in 1978. Hot on the heels of this latest project, Intelligent Nutrients, the Austrian-born businessman sat down with us.

If you could snap your fingers and create a green product that doesn't exist yet, what would it be?

An instant 100% effective, certified organic painkiller

What was your green turning point?

1968, when I began to study traditional medicine

What is your little green secret?

I believe it’s in my genetic code to be a student of our biological nature.

What is something you hope to pass down to your children (and children's children)?

My designs of function

If you had five minutes in the Oval Office, what would you say?

We must get off the grid NOW. As a society, we must create sustainable energy from wind, solar, geothermal and animal and human waste. We need to explore ecological and efficient farming and growing methods without insecticides, pesticides and herbicides. And we need new, efficient ways to distribute pure water.

Thomas Edision said, “Genius is one percent inspiration, ninety-nine cent perspiration.” Let’s lead by example with heart-driven, nonviolent processes and methods. Let’s educate and help the under-privileged be successful, entrepreneurial and ecological. The earth doesn’t belong to us, we belong to it. We are borrowing it from our children.

Horst Rechelbacher

Founder, Aveda

"Let's lead by example with heart-driven, nonviolent processes and methods."

Favorite sustainable elements of your home?

My house is built from 100% sustainable and recycled materials and solar and wind powered. I own an electric car and electric mopeds. I have an organic farm and eat only organically grown foods.

Favorite sustainable items in your closet?

Intelligent Nutrients products, organic t-shirts and my Loro Piana vicuna environmentally correct shawl.

What smart choices have you made this week?

Staying home and doing a 10-day silence

What is your not-so-green guilty pleasure?

My four-wheel drive Porsche Cayenne Turbo-S

What's on your wish list?

Global equilibrium.

What is your recommended reading list?

Minding Your Business; Profits that Restore the Planet, by Horst Rechelbacher; The Third Christ and Why is God Laughing, by Deepak Chopra; Al Gore’s Speech, July 17, 2008 (wecansolveit.org)

Who is your green superhero?

Organic farmers, William McDonough, Dr. Michael Braungart, Dr. Deepak Chopra, Dr. Samuel Epstein, Amory Lovins, Rocky Mountain Institute, people I work with daily

Which groups and nonprofits get your approval?

GreenPeace, The Cancer Prevention Coalition, animal rights, fair trades, The Organic Center for Research, Organic Consumer Association, Organic Trade Association, college scholarships, Campaign for Safe Cosmetics, Osceola Medical Center, University of Minnesota, Mayo Clinic Biological Research, AIDS and cancer research and victims

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Founder, Aveda

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