From his early days behind the salon chair to leading one of the world’s most pioneering beauty brands, Shane Wolf, President of Aveda & Haircare, has always believed in the 'transformative power of hair.' In this exclusive conversation head of Aveda's sought-after launch of its Miraculous Oil, he opens up about how his time as a stylist continues to shape his leadership in his strategic roles, why individuality is the ultimate trend in hair care, and how Miraculous Oil blends Ayurvedic wisdom with cutting-edge science. "Over the last decade, one of the most profound shifts I’ve seen is the way people view hair care as part of their overall well-being, not just as something cosmetic," Wolf says while sharing his thoughts on why men are embracing hair care as both a style statement and a ritual of self-care.

You started as a hairdresser before moving into marketing and eventually leading global beauty brands. What lessons from your days behind the chair still guide your decisions today?

I learned so many invaluable lessons during my time in the salon. As a hairdresser I learned how to understand people, how to listen, how to connect and how to empathise–skills that have carried over in meaningful ways throughout my journey as a business leader. My experience also gave me a deep appreciation for the fact that hairdressers are the heartbeat of this industry. This perspective shapes how I evaluate our launches and campaigns to think through the lens of artists, how it will empower them and if it will elevate the salon experience. Salons are not just places where hair is done, but where trust is built, creativity is sparked, communities are formed, and advocates are created. Keeping this front and center is a constant guide for me as a leader.

Was there a defining moment when you realised you wanted to move from the salon floor into the business side of beauty?

My years on the salon floor shaped everything I know about artistry, guests and the power of connection. The defining moment for me came when I realised I could make an even bigger impact by supporting stylists on a broader scale and entire communities of professionals around the world. Moving into the business side of beauty gave me the opportunity to shape education, create the right tools and build strategies that help salons and artists thrive. For me, it wasn’t about leaving the craft behind but expanding its reach and purpose.

The soon to launch in India, Aveda Miraculous Oil sounds like a breakthrough. What was the inspiration behind creating this product, and what makes it truly “miraculous” compared to other oils in the Indian market?

With the launch of Miraculous Oil, our goal was to create a go-to styling essential that delivers exceptional shine and performance across all hair types and textures – and like all Aveda products, designed with both our guests and artists in mind. The result is a lightweight, luxurious oil that delivers 195% more shine instantly, along with smoothness, frizz protection, heat protection and more. 

During development, we focused on uncompromising performance, a ‘uniquely-Aveda’ sensorial and ritual-based experience, as well as responsible sourcing. The formula features an Aveda-exclusive Camelina ferment (a haircare first), which is rich in omega 3, 6 and 9 fatty acids for softness and radiance. It also includes a responsibly sourced botanical blend of Tsubaki oil and Daikon seed oil for plant-powered shine and softness.  Miraculous Oil is a pure combination of artistry, science and nature–true to Aveda’s founding mission — and rooted in care.

How does the ingredient story of Miraculous Oil draw from the wisdom of Ayurveda and connect with Indian traditions while still offering a modern, global appeal?

At Aveda, we’ve always believed the wisdom and rituals of Ayurveda have a powerful place in the modern world, especially in beauty. With Miraculous Oil, we honor Ayurvedic traditions that are also core to Aveda with an emphasis on botanical oils and holistic wellbeing, while elevating with modern innovation and science, offering global level performance. The result is a premium, luxurious shine treatment oil that feels rooted in heritage while also resonating with consumers’ needs.

You’ve witnessed the hair industry evolve over decades. What would you say has been the biggest shift in how people view hair care today compared to a decade ago?

Over the last decade, one of the most profound shifts I’ve seen is the way people view hair care as part of their overall well-being, not just as something cosmetic. Hair care has become a daily ritual of self-care, and this holistic mindset means that things like the health of the scalp (the foundation for healthy hair is just as important as benefits like shine and volume. What’s equally exciting is how this has transformed expectations of the industry. A decade ago, naturally derived beauty was considered a differentiator, today it’s the baseline. Consumers expect their products to be clean, plant-powered and aligned with their values, and that’s a wonderful shift.

And another shift has happened in more recent years, where people are looking to reignite meaningful connections. The salon has become more than a place for simply hair care services, but a space where guests and artists can build trust, community and a sense of belonging. That deeper connection is now an essential part of what people value in their hair care experience.

What’s new and exciting in hair styling right now—whether it’s products, techniques, or trends—that you think will shape the upcoming year of the industry?

For us, the most important “trend” is individuality–we believe there is nothing more powerful than expressing your authentic self, and hair is such a creative way to do that. We encourage both artists and guests to embrace their uniqueness to the fullest. I’m also inspired by growing connection between hair care and self-care. Hair care can be a sensorial ritual, a moment to care for the “whole you”, not just your hair. I’m truly energised by our close collaboration with artists throughout product development.

Men’s hair care and styling has become more experimental these days. How do you feel about it?

I am happy to see this happen as hair care and styling is such an incredible means of self-expression, and everyone should feel empowered to express themselves this way and let their individuality shine through.

If you had to describe the future of hair care in three words, what would they be and why?

Purposeful, because the future of hair care is not just about products, it’s about meaningful impact for each person, and for the world around them. It’s personal. 

Connected, because the power of community is central to the future of beauty. People are looking for connection at home, in salons, and across networks, and salon professionals play a vital role in building that sense of belonging.

Confidence, because hair care is ultimately about trust and self-expression. Guests put their confidence in their stylists, and in turn, great hair empowers them to feel unique, strong, and authentically themselves.