In the years following the sale of Aveda, Horst became increasingly aware that the beauty industry was stagnating in the face increasing environmental degradation. In addition, new technologies that could better serve the consumer were being underutilized. Rechelbacher's fierce determination to improve the caliber of cosmetic products manifested itself in his latest company Intelligent Nutrients. IN is a certified organic, food-grade, non-toxic plant-based hair, skin, body, aroma and lifestyle company with the primary emphasis on using organically grown ingredients. The IN hair, skin and aromatherapy lines are notable for the USDA Certified Organic seal. Based on nutraceuticals, non-toxics and certified organic food ingredients and flavors, IN also uses post-consumer recycled packaging.