a lifelong student with a lasting vision
A world-class stylist in his teens, Horst ended up in Minneapolis, Minnesota by accident. Literally. During a stylist competition in 1963, Horst’s car was hit by a drunk driver. He decided to settle in Minneapolis, as a European hairdresser, and opened his own salon, Horst & Friends and then several others, becoming a successful salon entrepreneur in his twenties. In the late sixties, Horst suffered burn out from overwork and recovered thanks to herbal remedies prepared by his mother, as well as to the practice of yoga and meditation. Following a retreat in India in 1970, Horst integrated Ayurveda in his lifestyle and his salon business model. He adopted a holistic thinking, the belief that individual beauty is directly linked to the beauty of the world around us. His were ideas that would revolutionize the beauty industry.
“We are the earth,” he said.
“We are soil. We are water. We are everything. So go organic if you can. So become a farmer. Grow in your own house. Grow peppermint and make your own tea. Celebrate life.”
a life of extraordinary leadership
1978 — Horst founds Aveda with the mission of creating holistic beauty through wellness; Aveda is
“knowledge of the whole”
1982 — The first Aveda Institute opens its doors in Minneapolis; Aveda Institutes are schools for aspiring professionals in the beauty industry
1987 — Horst publishes
“Rejuvenation: A Wellness Guide for Women and Men”
1989 — Horst endorses the Valdez/Ceres principles of environmental sustainability, making Aveda the first company to sign on
1997 — Aveda is acquired by The Estée Lauder Companies and grows to become a global success story with a presence in more than 40 countries and 9,000 salons and spas
1999 — Horst publishes
“Aveda Rituals: A Daily Guide to Natural Health and Beauty”
2004 — The beauty industry awards Horst a Lifetime Achievement Award
2005 and 1995 — Vanity Fair magazine names Horst one of the most influential environmentalists in the U.S.
2007— Horst receives the Rachel Carson Award for a Lifetime Commitment to Environmental Ethics & Integrity
2013 — The International Spa Association (ISPA) honors Horst with the ISPA Visionary Leader Award
2007—The Spa & Salon Professional Association honors Horst as an Industry Innovator & Legend for lifetime contribution to the cosmetology industry
2009 — The President of Austria awards Horst the
“Decoration of Honour in Gold Services to the Republic of Austria,” an award given to exemplary Austrian business leaders