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Aveda Corporation (əˈveɪdə/ ə-VAY-də) is an American cosmetics company founded by Horst Rechelbacher, now owned by Estée Lauder Companies, and headquartered in Minneapolis, Minnesota. Aveda man
ufactures skin and body care, cosmetics, perfume (internally called "pure-fume"), hair color, and hair care products, and trains students in cosmetology, massage, and esthiology at the Aveda Institutes in Minneapolis, New York City, Des Moines, Washington, D.C., Maryland, Orlando, Denver, Winnipeg, and many other cities.