Numéro: What excites you most about returning to Aveda, and what are your current priorities as Global President of Aveda and Bumble and Bumble?

Shane Wolf: Returning to Aveda after more than two decades has been incredibly exciting. I’ve been really impressed by the work done around our vegan, cruelty-free, and B Corp certifications. There’s been so much progress. Continuing to lead by example, as our mission demands, is exciting. Having worked with Horst Rechelbacher, Aveda’s founder, when I was here the first time also gives me a deep sense of responsibility for what comes next. Aveda has never just been a haircare company. From the beginning, it’s been a movement, and now we have to ask ourselves: What does that movement look like in the future? Where will we lead next?

What do you think makes Aveda stand out in the beauty industry?

There are many things that make Aveda special. It’s not just about what we do—making amazing, sustainable products—but why we do it. We feel an immense sense of responsibility to each other as people, to professionals, to our salon guests, and to the environment. That’s why we do what we do. We’re not interested in being the best; we’re interested in being the only. We don’t chase competitors or trends. Our focus is on creating the next and being unique in our approach.

How did your time working with Horst Rechelbacher influence your career?

Horst influenced me in many ways, both professionally and personally. He taught me how to develop products and business models, but more than that, he taught me how to see what makes each individual unique and how to help them bring out that greatness they might not even realize they have. That’s probably the most important lesson he passed on to me.

Can you give us an example of how you help pull that greatness out of people?

Absolutely. When I meet someone with creative potential, they might be held back by tradition or overly reliant on structure and data. By asking the right questions, I can help them break free from that and think differently. Once they realize they have permission to think outside the box, ideas start flowing freely. I see this a lot with marketing and product development teams.

From your beginnings as a hairdresser to now leading major global brands, what key lessons have you learned in the beauty industry?

I’ve learned to trust my instincts and to surround myself with people who know more than I do. One of my favorite quotes is from Steve Jobs: “We don’t hire smart people to tell them what to do. We hire smart people to tell us what to do.” As a leader, I’ve learned it’s not my job to have all the answers. My role is to empower the people around me to find the solutions and to teach me what we should do next.

How do you plan to further push Aveda’s sustainability efforts? What are your goals in this area?

We’ve always stuck to our mission of leading by example. Aveda was the first company to use post-consumer recycled materials in our packaging—something we did decades ago. But it’s not enough to rest on those achievements. Beyond packaging, we already use solar and wind power in our manufacturing, but now, we’re looking at deeper challenges like water consumption and waste reduction. I want to work closely with our global salon network to innovate and tackle these sustainability issues head-on.

In your opinion, what will be the biggest trends in hair care in the coming years?

I don’t care much for trends because by the time something is a trend, it’s already been done. I always tell my team that if we’re chasing trends, we’ll only ever be as good as the person who created them. I’m more interested in working closely with our salon network and hairdressers to inspire new ideas. Whether those ideas become trends is secondary. The goal is to be ahead, not to follow.

Are there any exciting upcoming initiatives from Aveda that you’d like to share?

Yes! One initiative I’m particularly excited about is addressing the changes in hair post-COVID. Many people, including myself, have noticed changes in their hair texture and density, which could be linked to biological changes after the pandemic. We’ve launched a range called Invati, which is designed to help with these changes. I’m also excited about upcoming projects that extend Aveda’s wellness focus beyond hair. Keep an eye out—there’s more coming soon.

Lastly, what’s your personal secret or tip for maintaining healthy, beautiful hair?

Treatments are key. Regular in-salon treatments are essential. It’s like going to the dentist—regular maintenance is crucial. Hair treatments allow professionals to assess what your scalp and hair truly need, and the concentrated formulas work wonders. Personally, I color my hair, I exercise a lot, and I’m constantly exposed to different water types around the world, so I rely on these treatments to keep my hair healthy. Regular care makes all the difference.