Since its inception, Intelligent Nutrients (now I-N Beauty) has been on a mission to save the plant by creating healthy, sustainable products and packaging that are safe and effective for our bodies and the environment. The full range of skin and haircare products are formulated with plant-based active ingredients that fuse nature and science in addition to being earth-conscious, cruelty-free, and non-toxic.

Originally founded by the late Horst Rechelbacher, who was also the founder of natural haircare brand Aveda, I-N Beauty has been leading the beauty industry into a cleaner, safer, earth-conscious future since 2008 and is the first-ever USDA-certified organic hair, skin, and body care line. The company is now run by Rechelbacher’s daughter Nicole and wife Kiran Stordalen, and recently rebranded in February 2021 as I-N Beauty with a continued commitment to sustainability, efficacious and premium-quality formulations, and transparency,

We chatted with Rechelbacher and Stordalen to learn more about the inspiration behind the rebrand, new launches, and more.

What inspired the rebrand?

We relaunched I-N Beauty in February 2021 and still remain passionate about our rigorous standards for effective yet clean hair, skin, and body care products. Our team has worked extremely hard on the evolved look to communicate our commitment to choosing plant-based products through cutting-edge science for our planet and customers. We share a deep love for the name “Intelligent Nutrients,” but the change to “I-N Beauty” signifies our commitment to sustainability, efficacious and premium-quality formulations, and transparency, which we continue to uphold and are always striving to do better.

What went into the rebrand?

Our goal since the rebrand has been to ensure all formulas are as clean as possible. We’re committed to making our product formulas at least 85% natural and our current average across all products is 96.2% natural content. Our formulas are beyond important to us and we want to make a positive change in the beauty industry, as well as satisfying our customers’ skin and haircare needs.

When it comes to our package designs, we want to do justice to the natural, luxurious, and potent product within. We use a packaging tool developed by a leading environmental organization, Brown and Wilmanns Environmental, that measures packaging material impact on human health, resources, and ecosystems. The tool ultimately compares different materials, helping us make the best earth-conscious choice based on statistical and measurable data. As a result, we have chosen to make all packaging renewable and recyclable, while reducing the usage of petroleum-based packaging.

Were any products discontinued?

We discontinued our supplement products and are working on new modern supplements with cutting edge plant stem cell science in order to be more sustainable and earth-conscious. 

Did you launch any new products?

Since the rebrand, we have expanded our product line to include some new products as well as reformulated products. A few of our favorites from the new launches include:

• Bell-Curve Curl Cream: Our brand-new plant-based cream defines, refines, and controls frizz with ingredients such as Intelli-Seed Oil Complex, Larch Tree Resin, and Pullulan.

• Soothe-Sayer Bi-Phase Scalp Treatment: A new addition to our scalp treatment category, that deeply hydrates the scalp and hair to restore the skin’s protective barrier while visibly reducing flakes, redness, and itch. 

• Good Hair Guardian Thermal Primer: Our new hair primer is an essential first step to prevent heat damage, detangle, de-frizz, and to enhance shine while strengthening hair. Also - protects hair heat styling up to 400 degrees.

• The Fixer AHA Resurfacing Gel: We are obsessed with our new resurfacing gel that resurfaces the skin, dissolves buildup, and reduces that appearance of pores, fine lines, and wrinkles.

For more information and to purchase, visit i-nbeauty.com. Follow on Instagram: @intelligentbeautyglobal

[Images courtesy of I-N Beauty]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk