Shane Wolf appointed as President of Aveda and Bumble and bumble


The Estée Lauder Companies has announced that Shane Wolf has been appointed President, Global Brands, Aveda and Bumble and bumble, effective July 1, 2024. A well-known leader in hair care, Wolf will report to Jane Hertzmark Hudis, Executive Group President, and join the company’s Executive Leadership Team.

The group said Shane Wolf’s extensive expertise will help to accelerate its growth ambitions in the global hair care category.

Bringing more than 25 years of hair care experience across brand management, marketing, education and artistry, Wolf will have direct responsibility for Aveda and oversight of Bumble and bumble. In addition, he will partner closely with Jane Hertzmark Hudis on the enterprise hair care strategy to help drive category breakthroughs and share gains.

Shane is an innovator, a creative brand leader and a disruptor in hair care,” said Jane Hertzmark Hudis. “Shane’s appointment reflects our company’s commitment to maximizing the growth potential of our hair care brands and building on our position in this important category.

At the helm of Aveda, Shane Wolf will be responsible for leading the brand’s growth strategy, including innovation, conceptual marketing, and digital media with a focus on local relevance and deepening consumer understanding and connection to Aveda’s vegan and plant-powered approach to high performance hair care, wellness and body care. He will also continue to advance the brand’s leadership in sustainability and strengthen the articulation of Aveda’s unique equity and cutting-edge style to ignite excitement from artists and consumers globally.

Shane joins ELC following many years in hair care at L’Oréal, where most recently he held the position of Global President, US Brands, Professional Products Division. During his time at L’Oréal, Shane held GM positions spanning Pureology, Redken, Kerastase, Shu Uemura, and prior to L’Oréal he worked at Aveda and Wella. Shane also launched Seed Phytonutrients in partnership with L’Oréal, an indie-style, natural-based hair brand.

Shane’s appointment marks his return to Aveda; earlier in his career he worked in Aveda Global Marketing for nearly five years where he partnered closely with the brand’s founder Horst Rechelbacher. His longstanding connection to hair care, and the stylist and salon communities, stems from having begun his career as a hairdresser.



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