Intelligent Nutrients was created by Horst Rechelbacher, the man behind Aveda. As a world famous hairdresser and salon owner, he was one of the first to see the ill effects that synthetic beauty products had on hair stylists, so he set about creating a natural alternative. In 2008 Intelligent Nutrients became the first USDA certified organic hair care range, using only the highest grade natural and organic ingredients.

Today the company is run by his wife Kiran and daughter Nicole, and stays true to his philosophy that "everything we put in and on our bodies must be nutritious and safe". They meticulously select plant-derived, clinically proven, active ingredients which are always cruelty-free and responsibly produced to minimize impact on the environment. The range carries both USDA and COSMOS Organic Certification and Leaping Bunny Cruelty Free certification.