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Why IN?

If you do a google search today you will see that the market is saturated with “organic” products. A new company seems to come up every other day with promises that their brand is the best. So why buy Intelligent Nutrients and what makes Intelligent Nutrients different?


The difference begins with Horst Rechelbacher. A pioneer in plant-based personal care and aromatherapy, Horst M. Rechelbacher was an active environmentalist who changed the world of beauty. He’s excelled in several lifetimes of pursuits and passions: innovative businessman, artist, provocateur, organic farmer, artist, author and speaker.


At the age of 14, Horst began a three-year apprenticeship in the beauty and salon industry. His intuitive talent, creativity and dangerous charisma catapulted him to the top of the swinging sixties hair competition circuit. A rock star life followed, leading him to the U.S. where fate landed him in the Midwest. By 1965, he started his own salons and a product line called Horst.


In 1978, Horst founded Aveda Corporation, a global plant-based cosmetic company, and ushered a new consciousness into the world of beauty. Nearly two decades later, he sold Aveda to Estee Lauder. He shifted focus to his baby, Intelligent Nutrients, a health and beauty company that lives to the highest standards of 100% food-based, safe, non-toxic and organic ingredients.


A man of his time and ahead of it, he began his search into the world of greater wisdom and plant study in the mid-60s, adding aromatherapist, perfumer and Ayurvedic practitioner as the recipient of a honoris causa doctorate in Ayurveda from Gurukul Mahavidyalaya Twalapur, Haridwar University, India. While he was studying plant-based medicine, he collaborated with noted physicians, chemists and pharmacologists, as well as with experts and traditional healers throughout the world. During his life, Horst was on the Board of Directors at the Henry Ford West Bloomfield Hospital in Detroit, Michigan, and supported the Mayo Clinic’s Complementary and Integrative Medicine Program in Rochester, Minnesota.


In the years following the sale of Aveda, Horst became increasingly aware that the beauty industry was stagnating in the face of increasing environmental degradation. In addition, new technologies that could better serve the consumer were being underutilized. Rechelbacher’s fierce determination to improve the caliber of cosmetic products manifested itself in his latest company Intelligent Nutrients. IN is a certified organic, food-grade, non-toxic plant-based hair, skin, body, aroma and lifestyle company with the primary emphasis on using organically grown ingredients. The IN hair, skin and aromatherapy lines are notable for the USDA Certified Organic seal. Based on nutraceuticals, non-toxics and certified organic food ingredients and flavors, IN also uses post-consumer recycled packaging.


USDA organic products have strict production and labeling requirements. Organic products must meet the following requirements:


  • Produced without excluded methods, (e.g., genetic engineering, ionizing radiation, or sewage sludge).
  • Produced using allowed substances.
  • Overseen by a USDA National Organic Program-authorized certifying agent, following all USDA organic regulations.


The National Organic Program (NOP) was created by the USDA to describe the specific requirements that must be verified by a USDA-accredited certifying agent before products can be labeled USDA organic. Overall, organic operations must demonstrate that they are protecting natural resources, conserving biodiversity, and using only approved substances. The USDA organic seal serves three main functions. Certain requirements must be met for organic crops, organic livestock, and foods made from multiple organic sources. For organic crops, the USDA organic seal verifies that irradiation, sewage sludge, synthetic fertilizers, prohibited pesticides, and genetically modified organisms were not used. For organic livestock, the USDA organic seal verifies that producers met animal health and welfare standards, did not use antibiotics or growth hormones, used 100% organic feed, and provided animals with access to the outdoors. Where foods made with multiple organic ingredients are concerned, USDA organic seal verifies that the product has 95% or more certified organic content. If the label claims that it was made with specified organic ingredients, you can be sure that those specific ingredients are certified organic.


There’s presently no certification for cosmetics, so for beauty products to be labeled organic, they must meet food standards. You can drink Intelligent Nutrients’ hair spray: “Add a little sparkling water,” Horst says, “and it tastes like grappa. The alcohol is made from organic grapes.”


Horst M. Rechelbacher passed away in peace at his home in Osceola, Wisconsin on Saturday, February 15, 2014. He was surrounded by his family, friends, forest and beloved dogs. The cause of death was pancreatic cancer. He was 72 years old.


Kiran Stordalen, Horst’s wife, had been with Rechelbacher for three decades. His daughter Nicole Thomas-Rechelbacher, worked alongside him since she was 18. Intelligent Nutrients is their company now. They want to keep it growing, and they know what they’re doing.


Intelligent Nutrients is only a niche player in the fast-growing $30 billion global market for natural beauty products. Its challenge will be distinguishing itself in a competitive market. Sales in the U.S. of natural beauty products increased by double-digit percentages for each of the past eight years. The boom of the natural segment is the biggest obstacle the company faces, Stordalen said. As the natural and organics business becomes more mainstream, it’s harder to distinguish itself.


“Consumers are busy and it’s a confusing marketplace in terms of what’s authentic and what’s not,” she said. “One of our biggest challenges is getting the message out there about the integrity we have behind our products.”


Thomas-Rechelbacher said Intelligent Nutrients wants to be part of a healthy lifestyle and also be respectful of the environment. Unfortunately, that’s not the case with all companies in the unregulated U.S. market for hair and skin-care products, she said. For example, it doesn’t use propylene glycol, a common ingredient in hair and personal care products that’s used to help mix products. The chemical is recognized as safe by the Food and Drug Administration, but also suspected to cause cancer. Intelligent Nutrients also won’t use pesticides, sulfates, formaldehyde, ethoxylates, heavy metals or silicone in its products.


“The products and ingredients you can put out there — it’s scary. It’s getting into our lakes. It’s getting into our children. It’s getting into our bodies,” Thomas-Rechelbacher said. “[At Intelligent Nutrients] we really want to create beautiful, safe products.”


Fast Facts:


Certified Organic – Organic agriculture improves living matter in the soil, supports the air quality and builds up nutrition. But because health and beauty companies are trusted to regulate themselves, the words “natural” and “organic” have become a free-for-all. USDA Certified Organic is the only seal that ensures an ingredient or product is truly organic. Anything else or less is marketing.


Pesticide Free – Insecticides, pesticides, herbicides and synthetic fertilizers used in conventional agriculture are toxic to the planet and the human body. They are found everywhere – from our shelves to “natural” products to newborns, and ultimately end up in the foods we eat and the water we drink. According to the President’s Report, these toxins are linked to about 95% of cancers.


Nutritional Chemistry – Technology and science have evolved so that using non-toxic, natural and organic products doesn’t mean sacrificing performance. Our products are free of sulfates, plastics, parabens, silicone, mineral oil, petrolatum, petrochemical-derivatives and synthetics. Instead, they are formulated with state-of-the-art science that makes them potent and high-performing.


Plant Stem Cells Science – Intelligent Nutrients utilizes plant stem cells cultivated without soil in the purest lab conditions. This revolutionary process lets us release the life force of the plant in its most pure form – with some delivering as much as 1000 X the anti-oxidant activity of the entire plant. We believe petrochemical culture and agriculture may soon be replaced by nutrition culture. So we are leading the process.


Challenging the Cosmetic Industry – If a product contains but a drop of organically grown material, it can put “organic” in its name or on its label. How is this possible? The FDA allows cosmetics and personal care to self-regulate itself on an honor system. We believe it’s time to put health back into the health and beauty business. We want to wake up and shake up Big Beauty while we provide safe, sumptuous beauty products that actually work. What can you do? Demand healthy products. Vote with your dollars. Check your products for toxicity. And tell your friends.


This is what Intelligent Nutrients is. This is what sets us apart from other products and companies. This is why you should join the Intelligent Nutrients family!

Copyright © 2019 Intelligent Nutrients Canada, All rights reserved.

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