After leaving Estée Lauder Companies (ELC) more than 20 years ago, Shane Wolf, ELC’s former Executive Director of Aveda, says he has “returned home”.
The beauty veteran returned to the US giant in May 2024 to take up the mantle of President of Global Brands Aveda and Bumble & Bumble in a bid to drive forward a new era of growth.
Although Wolf proclaims to “not look like your classical executive”, his prior experience at ELC, at beauty titan L'Oréal and his time as a hairdresser place him as the ideal person to lead hair care brand Aveda into the future.
“I have been back 15 months, and it has been an extraordinary ride,” Wolf tells Cosmetics Business.
“In that time, we have clearly identified our number one business priority, which has been focusing on the salon as the centre of our strategy.”
But Wolf’s ambitions for Aveda go deeper, with the beauty veteran eyeing improved sustainable credentials, increased growth potential and supporting the people fuelling the embattled salon industry.
Here is how he has been getting it done.
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