Aveda is a renowned American cosmetics company founded in 1978 by Horst Rechelbacher. Headquartered in Minneapolis, Minnesota, Aveda specializes in high-performance hair, skin, and body care products that are rooted in nature and powered by science. The brand combines the principles of modern science with the ancient healing art of Ayurveda to create products that are 90% naturally derived on average, using plants, non-petroleum minerals, or water .