Horst Rechelbacher, founder of Aveda, is now working with food chemists to launch what he claims as the first hair care line that has the Organic Seal. The new brand will be called Intelligent Nutrients and is in the make for years. The projects has involved various people including the executives, biochemists, marketers, product developers, doctors and more.

Most items in the line such as shampoo and hairspare are reported to be 100% organic. According to Horst, they tried to make the product very safe for customers. An interesting point to note is that these products are not patented so it does not have to list product ingredients. A little bit fishy if you ask me.

The line will launch later in this year and is expected to general US$10 million in sales only in the first year.

Discuss this post in the GlamBoulevard forums.

Viola
Email this author | All posts by Viola