Saje Natural Wellness names Barbara De Laere as CEO

By

Jennifer Braun

Published
Nov 15, 2022

Saje Natural Wellness announced on Monday the appointment of Barbara De Laere as chief executive officer.

Effective immediately, in this role, De Laere will lead the brand's expansion and growth across North America.

She joins the company from Aveda, where she first took the helm in 2016, as global brand president. At Aveda, she is credited for helping the brand develop and distribute efficacious, plant-powered products and for creating a seamless customer experience.

Prior to this role, she had a 17-year tenure with L'Oréal, where she was responsible for building brand identities, modernizing go-to-market strategies, and creating revenue and profit growth for brands including Kérastase, Shu Uemura, Redken, L'Oréal Professionel, and Decleor.

"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," said 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.”

The Vancouver-based retailer, founded in 1992, has grown across Canada since inception. It landed in the U.S. for the first time in 2016 and began working with L Catterton, an American private equity company based in Greenwich, Connecticut. With this partnership, the brand has continued its commitment to offering 100% natural products.

"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 sees the tremendous opportunity ahead for Saje. We are excited for all that is to come."