Aveda Corporation is an American cosmetics company founded by Horst Rechelbacher, now owned by Estée Lauder Companies, headquartered in the Minneapolis suburb of Blaine, Minnesota. Aveda manufactures skin and body care, cosmetics, perfume (internally called "pure-fume"), hair color, hair care products, and trains students in cosmetology, massage and esthiology at the Aveda Institutes in Minneapolis, New York City, Des Moines, Washington, DC, Maryland, Vancouver, Calgary, Orlando, Denver, Toronto and many other cities