Aveda Corporation is a company founded by Horst Rechelbacher, now owned by Estée Lauder Companies, headquartered in the Minneapolis suburb of Blaine, Minnesota. Aveda manufactures skin care, cosmetics, perfume, hair care products, and trains students in cosmetology, massage and esthiology at the Aveda Institutes in Minneapolis, New York City, Washington, DC, Vancouver, Calgary, Orlando, Denver, Toronto and many other cities.
Aveda (pronounced ah-vay-da) was founded by Horst Rechelbacher in 1978. In 1970, Horst, on a trip to India, was introduced to the science of Ayurveda (the Hindu traditional holistic system of medicine and surgery from India), and suddenly his vision for his company (thus the name Aveda) was born. Horst formulated the first product, a clove shampoo, in his kitchen sink. Today Aveda is part of Estée Lauder Companies Inc., based in New York. Rechelbacher sold Aveda to Estée Lauder in 1997 for $300 million, although Aveda continues to be run as a separate entity. Upon selling the product to Estee Lauder Companies Inc., Horst also sold off the chain of salons to his successor, David Wagner. The salons formally known as Horst and Friends was renamed Juut Salonspa. In 2004, Aveda was awarded the prestigious Corporate Achievement Award at the Smithsonian Cooper-Hewitt National Design Museum. Aveda was one of the first beauty companies to endorse a set of principles designed to encourage greater environmental responsibility in business, known as The Ceres Principles. According to the company's website, "Aveda" is Sanskrit for "all knowledge". Ironically "Aveda" written phonetically as "अवेद", translates to "non-vedic" (or म्लेच्छ).
I got my head shaved for her
because she told me it would do all the right things for my identity.
I never knew that it would;
I never knew that it could;
I think perhaps because it makes no difference.
Hold me down Aveda!
Hold me down... it feels so right.
All I know is what I've been told.
I got all done up for her
because she told me it would do something to correct my identity.
I never knew that I should;
I never knew that I would;
I think perhaps because it makes no difference.
I can't articulate it; consistently frustrated;
her discontent over my identity.
I never knew that itwould;
I never knew that it could;