The Estée Lauder Companies has named Shane Wolf as President of Global Brands for Aveda and Bumble and Bumble, starting July 1, 2024. Wolf, a respected figure in the hair care industry, will report to Jane Hertzmark Hudis, Executive Group President, and become a member of the company’s Executive Leadership Team.
Bringing over 25 years of experience in various aspects of hair care, including brand management, marketing, education, and artistry, Shane is poised to support ELC’s growth objectives in the global hair care sector. In his new position, he will directly oversee Aveda and supervise operations at Bumble and Bumble. Moreover, he will collaborate closely with Jane in formulating the company’s hair care strategy to drive innovation and market share growth within the category.
As the head of Aveda, Shane will oversee the brand’s growth strategy, emphasizing innovation, strategic marketing, and digital engagement, particularly aimed at enhancing local resonance and fostering stronger connections with consumers. He will focus on promoting Aveda’s commitment to vegan and plant-based high-performance hair care, wellness, and body care products. Shane will also drive initiatives to further Aveda’s leadership in sustainability and enhance the brand’s distinctive identity and contemporary style, aiming to inspire both artists and consumers worldwide.
Shane comes to ELC with a wealth of experience in the hair care industry, having spent considerable time at L’Oreal, where he most recently served as Global President of US Brands in the Professional Products Division. Throughout his tenure at L’Oreal, Shane held various leadership roles, overseeing brands like Pureology, Redken, Kerastase, and Shu Uemura. Before joining L’Oreal, he worked with Aveda and Wella. Notably, Shane also played a key role in launching Seed Phytonutrients, a natural-based hair brand, in collaboration with L’Oréal.
Shane’s return to Aveda marks a significant milestone in his career, as he previously worked in Aveda Global Marketing for nearly five years, collaborating closely with the brand’s founder, Horst Rechelbacher. His deep-rooted connection to the hair care industry, as well as his experience as a hairdresser early in his career, underscores his profound understanding of the stylist and salon communities.
