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This story appears in the February 2000 issue of Entrepreneur. Subscribe »

Then: We profiled Horst Rechelbacher, the mastermind behind hair- and cosmetic-products manufacturer Aveda Corp., in March 1993. This Minneapolis-based company, which Rechelbacher started in 1978 (first-year sales just under $1 million), developed products from natural plant and flower essences. With a staff of 335 churning out its 700-item product line, Aveda had landed shelf space in 25,000 salons and opened seven Aveda Esthetiques retail stores at the time.

Now: After selling Aveda to Estee Lauder for $300 million in 1997, Horst moved on to a new line of vitamins, foods, powders and supplemental pills--Intelligent Nutrients. Rechelbacher is now expanding the concept through distribution via his Web site and through health-bar stores called Wunderbars. With a pilot store open in Minneapolis and plans to integrate Wunderbars into spa, restaurant, grocery and retail environments, the "conceptual products experience centers" are Rechelbacher's latest approach in allowing consumers to "sample and experience nature's elements for wellness."

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