WHY AVEDA

We celebrate individuality, authenticity and real beauty. Our mission is to create dynamic and significant Daymaking experiences that positively impact people, society and the world at large. Our vision at Joseph & Friends is to transform the world with beauty.

In 1977, David Wagner, owner and Daymaker at Joseph & Friends Salonspas, attended the Horst Education Center to begin his career as a hairstylist. It was then that his long relationship with Horst Rechelbacher, the founder of Horst & Friends Salons and the Aveda Corporation, began. After graduating from beauty school, David began working as Horst’s assistant and followed by an upward move through many roles including stylist, salon manager and vice president of the organization. In 1986, David left to start his own salon in Uptown Minneapolis, which he called Salon Salon. By 1989, David and Horst merged their two companies to become Horst Salons, Inc. In 1991, David bought Horst out of the partnership and ran the salons as Horst Salons. Come 1998, he bought the Yosh Salon in Palo Alto, California from famed stylist Yosh Toya. The group of salons changed names from Horst in Minnesota and Yosh in California to Joseph & Friends Salonspa in 1999.

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