1978. Horst Rechelbacher, American hairstylist of Austrian origins, partnered with Vinod and Kusum Upadhyay, experts in Ayurveda and pharmacology, to create the brand Aveda. Drawing inspiration from the ayurvedic tradition - the Indian science that promotes harmony between mind and body - the brand developed a complete range of haircare, skincare and perfumes. Whether for hair, skin or body, each product is designed to meet specific needs. The Nutriplenish products, rich in nutrients like mango butter, pomegranate seed oil and coconut, aim to instantly rehydrate hair. Products in the Be Curly line are formulated with a mix of wheat protein and organic aloe, to bring better definition to curls. But Aveda doesn't limit itself to physical beauty. The American brand is deeply committed to sustainable, responsible practices. By working hand-in-hand with local communities around the world, the brand is able to work with ingredients in an ethical way and to support social and environmental projects. Additionally, the brand strives to minimise its impact on the planet thanks to recyclable packaging, the use of renewable energies and its firm position against animal testing. Since 1996, Aveda has been a part of the Estée Lauder group. A true pillar of the world of natural cosmetics, the brand is a celebration of holistic beauty.