Shane Wolf has made a rare leap: from hair stylist to president. This past July, he became leader of global brands for the Blaine-based, eco-conscious cosmetics and personal care company, as well as for Bumble and bumble, the New York-based hair care company. (Both are owned by Estée Lauder Cos.) Wolf is emphasizing Aveda’s Midwest roots and focusing on growth. He brings 25+ years of beauty industry experience, most recently as global president of U.S. brands in the professional products division of L’Oréal. (He last worked for Aveda in the early to mid-2000s as executive director of global marketing.) Wolf described his return in homecoming terms: “My heart has always been here in this network,” he said on Aveda’s website in March. “This is the most amazing moment of my entire professional career.” Not long into his tenure, Aveda pushed ahead with its first global flagship “experience center,” a sustainably designed, two-story salon and store in Shanghai. Aveda’s reach may surprise—its 2025 congress convened nearly 2,300 beauty professionals at the Minneapolis Convention Center.