Estée Lauder names Shane Wolf President of Aveda and Bumble & Bumble

The Estée Lauder Companies has today announced that haircare veteran Shane Wolf has been appointed President of Global Brands, Aveda and Bumble & Bumble, effective 1 July 2024.

Shane Wolf will report to Jane Hertzmark Hudis, Executive Group President at The Estée Lauder Companies and will join the company’s Executive Leadership Team.

Wolf's appointment marks his return to Aveda. Earlier in his career, Wolf worked in Aveda Global Marketing for nearly five years where he partnered closely with the brand’s Founder Horst Rechelbacher.

Prior to this, he began his career as a hairdresser - hence his connection to haircare and the salon communities. Most recently, Wolf worked at L’Oreal, where he held the position of Global President of US Brands, Professional Products Division. He also launched Seed Phytonutrients with L'Oréal, an indie-style, natural-based hair brand.

With more than 25 years of hair care experience across brand management, marketing, education and artistry, Wolf’s extensive expertise will help to accelerate ELC’s growth ambitions in the global haircare category. In his new role, he will be responsible for leading the brand’s growth strategy including innovation, conceptual marketing and digital media.

Jane Hertzmark Hudis said: "Shane is an innovator, a creative brand leader and a disruptor in hair care.

"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."