Aveda was founded in 1978 by Horst Rechelbacher. On a trip to India, Rechelbacher 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 was born. Aveda was a pioneer in the field of plant-based beauty and decades ahead of the current cultural trend we see today that emphasizes natural ingredients and promotes sustainability in production. While the ethos of Aveda could not be more relevant, the brand needs a facelift.