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Saje Natural Wellness Taps former L’Oréal and Estée Lauder Exec as CEO

Barbara De Laere most recently led Aveda as global brand president.

Saje Natural Wellness, a leader in 100% natural essential oil-based wellness products, has tapped former L’Oréal and Estée Lauder executive Barbara De Laere as its chief executive officer, effective immediately.

About De Laere

De Laere joins Saje with an accomplished history at L’Oréal and Estee Lauder, most recently leading Aveda as global brand president. During her 17-year tenure with L’Oréal, Barbara was responsible for building strong brand identities, modernizing go-to-market strategies, and creating a virtuous cycle of revenue and profit growth for brands including Kérastase, Shu Uemura, Redken, L’Oréal Professionel, and Decleor.

Upon taking the helm at Aveda in 2016, De Laere focused the brand on developing and distributing efficacious, plant-powered products and creating a seamless customer experience. It is this experience with effective, plant-powered products that brings Barbara to Saje Natural Wellness, where she will lead the brand’s expansion and growth across North America.

“The world is experiencing a fast-rising interest for nature-fueled, holistic wellness and healing plant remedies – a topic I am personally very passionate about,” commented De Laere. “The Saje team provides education, community and help with creating easy, healthy habits for every lifestyle. That is why I am extremely excited to join Saje; a brand so uniquely and powerfully positioned to bring the healing power of plants to all people.”

Since Saje Natural Wellness was founded in 1992, the brand has expanded across Canada and the United States, expanding its footprint with the help of consumer investor, L Catterton. With this partnership, the brand has continued its commitment to offering 100% natural products to support physical and emotional wellness for all.

“Barbara brings world class experience building teams and steering brands through periods of transformational growth,” said Avik Pramanik, a member of Saje’s Board of Directors and a Partner at L Catterton. “Since partnering with Saje, we have seen the unique opportunity that the brand has to be a leader in the wellness category and broaden the market for its 100% natural, plant-based products. We are thrilled to partner with Barbara who shares this vision and see’s the tremendous opportunity ahead for Saje. We are excited for all that is to come.”

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