Spring 2022 Winners

HORST Cosmo Spring 22

Noah Nelson – Barbering


Aveda Institute of Beauty and Wellness Milwaukee, WI

Noah Nelson reveals that his mother, as he describes is a bit of a “hippy,” has always been super focused on the environment and instilling in him at a very young age to strive to be the best stewards of the world. She taught them to always take steps to ensure the safety of our environment. As a family, they have always been diligent to recycle, use their own bags and water bottles to restrict waste and they compost regularly. He explains that while researching Horst Rechelbacher and his mission he felt they had parallel views and feels that his goals run in tandem with Horst’s vision. This makes him even more sure of his decision to enroll in the Aveda Institute in Milwaukee, which he has been accepted and begins the barbering program in the Fall. You can check out his winning video submission HERE.

HORST Cosmo Spring 22

Dutch Claybaugh – Barbering


The Original Moler Barber School Minneapolis, MN

Dutch Claybaugh grew up in Hawaii and the ocean has always been a consistent part of his life. His family and friends enjoy surfing, fishing, and most of their memories are at the beach. In 2012, a tsunami hit Japan that destroyed and polluted the marine life and beaches. The things he cherished most in Hawaii were filled with waste and debris and they could no longer enjoy their favorite pastime. Dutch now makes his mission to decrease waste and use sustainable and ecofriendly products in the barber shop. His goal is to use his platform to push the truth that living sustainably is not only essential to our planet’s future but is “cool and hip”. Dutch admires that Horst Rechelbacher used his voice to spread the importance of sustainability for our planet and that he was speaking about this important subject, no matter what others thought of him and well before it was considered a trend. Dutch hopes to use his own influence, skills, and passion to create a long list of sustainable barbers and project Horst’s vision of the future. Watch his video submission HERE.

HORST Spring 22 Cosmo

Jill Shelton – Cosmetology

Aveda Institute Tampa Bay, FL

As Jill Shelton researched Horst Rechelbacher’s life for the Beauty Changes Lives scholarship, she saw many parallels within her own life. Horst is always described as a “life-long learner.” As a young adult, Jill started her career as a flight attendant so that she was able to travel the country, and this was an education in itself. After marriage, she decided to go back to college to become a teacher while raising her children and at this time, she became extremely focused on environmental sustainability for personal reasons. During her pregnancy, they discovered that her son would be born with a cleft lip and palate. Jill researched the reasons for this defect and found that although genetics is a one reason for the anomaly, the second was environmental. Her and her family decided that they needed to be better stewards to the environment. They put into practice to never use disposal water bottles or excessive plastic, bringing cloth bags for groceries, recycling, and lastly purchasing products that do have extra packaging. In their community, they regularly buy at a Zero Waste store close to home, where they can purchase products that do not create extra waste for the environment. As Jill continues her educational journey, she is enthusiastic about making sustainability and environmental initiatives an important practice to her next chapter as a licensed beauty professional. You can check out his winning video submission HERE.

HORST Spring 22 Cosmo

Gwendolyn Ludwig – Cosmetology


Aveda Institute Tampa Bay, FL

“We really have reached a tipping point when it comes to our environment, if we don’t start caring and taking action personally now, then we really have reached a point of no return where we have done irreparable damage to our ozone layer and our environment,” states Gwendolyn in the opening of her video submission. She admires Horst Rechelbacher for developing an alliance with Indigenous communities when cultivating ingredients for his products. He knew that the cultivation of popular ingredients used in beauty products is extremely disruptive to not only the environment, but also the people and animals living in that area. He was careful to make sure to revive the deforested areas that were previously harmed by deforestation. Gwendolyn explains that “we as consumers need to be responsible and ethical with the choices we make and the companies we choose to support, which is part of the reason I enrolled in Aveda and personally believe that their products are so worth supporting.” Watch her winning video submission HERE.

HORST Spring 22 Cosmo

Cornell Lancaster – Barbering


Salon Success Academy Riverside, CA

Cornell Lancaster explains why environmental sustainability is important to him and that “as a human being, human well-being is linked to environmental health. In order to live long and healthy lives, we need and deserve unpolluted air, clean water and residences that are free of toxic substances.” His goal is to model Horst Rechelbacher’s, who is known as the father of safe cosmetics, and championed the development of sustainable products and services to create awareness to this critical and much needed shift in the development of safe products. Cornell states that it is “very important that we as a beauty profession… should be socially aware of the chemicals that go into hair products, skin products and how we use those products on our clients, …make a shift into using natural beauty, all natural products free of chemicals and toxic substances.” He believes that we need to start using natural products that are safer for our clients and the environment. He states that this comes “full circle in environmental sustainability.” Check out his winning video submission HERE.

HORST Spring 22 Esti

Aisha Jumah – Esthetics


Tricoci University of Beauty Culture Chicago, IL

“Environmental sustainability is all about conserving nature, our ability to reduce pollution so that future generations can equally enjoy the natural resources earth has to offer,” Aisha Jumah comments in the opening of her video submission. As an esthetics student and developing business entrepreneur she has been able to make lifestyle changes, by going paperless with online marketing and digital resources in connecting to her market and developing her brand. She found that she has a lot in common with Horst Rechelbacher, as she strives to use natural skincare coupled with health and well-being as one of her brand’s missions. Horst’s personal story of healing and recovery is one she can relate to. As a surviving cancer patient, she believes that toxic free beauty products, raising public awareness of potential cancer-causing ingredients in beauty supplies and other aspects of our lives should be the norm. She continues to educate herself on ways to maintain this as she embarks on her career. You can check out her winning video submission HERE.

HORST Spring 22 Esti

Zoe Hayes – Esthetics


Aveda Arts and Sciences Institute Dallas, TX

“Simply laying in the grass, swimming in the ocean, and feeling the sun on your face can heal the body and soul, environmental sustainability is vital to our survival right now” Zoe Hayes explains. “…humans are a part of nature, and we have a responsibility to this planet to take care of it.” Zoe goes on to say that one small thing that we can do to support sustainability is by switching from plastic to reusable containers. Horst was enthusiastic about a holistic approach to life in all areas, mind, body, and soul. She strives to do even the “little things” to take care of the planet. Horst stated in an interview “that if you do anything out of pure love, you are automatically successful.” Zoe has a passion for holistic science and natural esthetics and hopes to use what she has learned to make a difference for the planet so that it can continue to be sustainable for the future. You can check out his winning video submission HERE.

Fall 2021 Winners


Brittney Foster – Cosmetology


The Spa Professional Academy, Fargo, ND

As climate change is linked to the increasing frequency and severity of wildfires, Brittney feels an urgency to protect Earth’s natural resources. She strives in the student salon and in her community to reduce her environmental footprint. In the salon, Brittney avoids aerosol products and reuses containers when practical. At the coffee shop, she opts for reusable straws and a refillable mug. Brittney is inspired by Horst Rechelbacher’s development of a natural product line, his commitment to volunteering and gardening, and also his relationships.  “Horst and his wife were a power couple, and my husband is definitely my biggest supporter,” she says. Watch her video here.


Alycia Cossey – Cosmetology


The Salon Academy, Wilsonville, OR

As a citizen of the confederated tribes of Coos Indians, Alycia was taught from a young age to respect the land and water that sustain life. The phrase “water is life” inspires her approach to the practice of esthetics and life. As a minimalist, Alycia says, “We don’t need many material items to have a happy and fulfilling life. Horst Rechelbacher’s use of plants evokes practices she learned from her tribe where many plants are used as medicine to heal and nurture the body. “I believe love is why we are here on this earth. Love can cast out darkness in the world and I want to put love into practical use every day as an esthetician by helping others feel better about themselves,” says Alycia. Watch her video here.


Annie Deng – Cosmetology


Jupiter Beauty Academy, Boston, MA

Call it the ripple effect. Annie is moved by how individual actions affect mental health, communities and the world. Her involvement with two recent service trips prompted her to model the social and environmental changes she wants to see in the world. As a consumer, Annie follows the 3 R’s when purchasing products: recycle, reduce and reuse. She avoids fast fashion, shopping at resale boutiques. At the grocery, Annie avoids plastic and excess packaging, and reuses glass containers. “I believe in Horst’s drive – to be the change we want to see in the world and I hope that I can inspire others as much as Horst’s life inspires me,” says Annie. Watch her video here.


Adrienne Thomas – Cosmetology


Protégé Academy, East Lansing, MI

As a person who enjoys water sports and her community’s natural waterways, Adrienne has seen how pollution has harmed native species and the local environment. She believes that adopting even small changes can help protect biodiversity. Along with reducing, reusing and recycling, Adrienne chooses biodegradable products to help conserve natural resources and she’s continually seeking innovative new approaches to support sustainability. Horst Rechelbacher’s talent for integrating nature into beauty products inspires Adrienne’s approach to curly hair. “I realized early on that natural products can perform well on my hair and protect the environment too,” she says. Watch her video here.


Alicia Green – Cosmetology


The Salon Professional Academy, Tonawanda, NY

“Glow-getter.” That’s the term Alicia uses to describe a driven individual who strives to achieve her goals while attaining a beautiful glow both inside and out. Her holistic approach to beauty from the inside out begins with her diet. Coconut milk and rice water are staples in her moisturizing routine, while healthy pantry items also make it into her custom hair mask recipes. “Natural products have made a huge difference in my hair and skin and also in my positive mindset,” she says. “Horst noted, ‘your mind, body and spirit need conscious nurturing, not just sometimes, every day,” she says, adding, “I’m a glow-getter by nature. Watch her video here.


Lia Elliott – Esthetics


Aveda Institute of Portland, Vancouver, WA Campus

As a lifelong student, Lia is inspired by Horst Rechelbacher’s lifelong example of curiosity, discovery and learning. “I will not be on this planet long enough to learn all  of the things I want to learn but that doesn’t stop me from trying,” she notes. A creative soul at heart, Lia enrolled in esthetics school to learn a new way of creating as an artist. And as both an eco-justice advocate and a vegan, she chose to study at Aveda based on the school’s philosophy that caring for the planet and the person are inter-related. “As individuals, we must take care of everything that lives on this beautiful earth. If you take care of this world, it will take care of you,” says Lia. Watch her video here.


Madison Aza – Esthetics


Aveda Arts & Sciences Institute, Dallas, TX

“When you do something out of pure love, you’ll always be successful.” That wisdom from Horst Rechelbacher inspires Madison’s approach to life. A fierce advocate for the planet, she strives to be a global citizen putting the health of the planet at the forefront of all her endeavors. “We only have one earth and the choices we make have direct effects on our planet and our health,” says Madison. She is a member of Growth Collaborative a company that sells home and beauty products that are ethically produced, cruelty-free and environmentally friendly. As an esthetician, Madison hopes to use her eco-platform to encourage others to make more environmentally conscious decisions for their body, home and life while modeling the power of positive thinking. Watch her video here.

Spring 2020