Shane Wolf has been named President, Global Brands for Bumble and Bumble and Aveda. In addition to his appointment, Wolf joins the Estée Lauder Companies executive leadership team, effective July 1. He will report to the executive group president of the ELC, Jane Hertzmark Hudis.
 
“Shane is an innovator, a creative brand leader, and a disruptor in hair care,” said 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.”
 
Wolf has over 25 years in the hair care industry, serving in a variety of brand management, marketing, education, and artistry roles. In his role, Wolf will help accelerate ELC’s growth ambitions in hair care, as well as help develop strategies to drive category breakthroughs and share gains.
 
Prior to this appointment, Wolf worked in hair care at L’Oréal, most recently serving as global president of U.S. brands, professional products division. Wolf oversaw brands such as Redken, Shu Uemura, Pureology, and Kerastase in general manager positions. He also launched Seed Phytonutrients, an indie-style, natural-based hair brand.
 
Before his tenure at L’Oréal, Wolf worked at Aveda and Wella. While at Aveda, Wolf partnered closely with the brand’s founder, Horst Rechelbacher, and worked in global marketing for roughly five years.
 
As president of Aveda, Wolf will be responsible for growth strategies toward innovation, conceptual marketing, and digital media. He will focus on local relevance and deepening consumer understanding in connection to Aveda’s vegan and plant-powered approach to hair care, wellness, and body care. Wolf will also continue to advance the brand’s leadership in sustainability.

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