Health & Grooming | The Reconnoisseur

Bathroom and beauty products that are good enough to eat

The gospel according to Intelligent Nutrients

Bathroom and beauty products that are good enough to eat

December 04 2009
Mark C O’Flaherty

I first encountered the world of Intelligent Nutrients, and what I think might be the most radical new bathroom and beauty range of the 21st century, on a business trip to Minneapolis. An unlikely locale, perhaps, but it’s home to Aveda, and also used to be home to its founder Horst M Rechelbacher, who recently launched IN.

His isn’t a marketing spiel, it’s a gospel: the IN store is guarded by a row of Frank Lloyd Wright angels, and has bookshelves full of tomes about the dangers of synthetics and toxins. IN is all food-grade organic, so you could, if you were so inclined, eat the shampoo or face wash. Horst himself is a wellbeing guru – he only drinks San Pellegrino from bottles (he believes plastic is a contaminant) and has a full-time chef who cooks entirely organic meals. Most importantly, his IN range – which now includes low-GI agave, coffee and “multi-functional aromatics” – is as seductive and effective as it is toxin-free.

Organic hair conditioner, $34; Total Body Cleanser, $29; Anti-Aging Moisture, $50.

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