Saje Natural Wellness, a provider of natural essential oil-based products and backed by L Catterton, has named Barbara De Laere as chief executive officer.

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

“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,” comments Avik Pramanik, a member of Saje’s board of directors and a partner at L Catterton. “We are thrilled to partner with Barbara who shares this vision and sees the tremendous opportunity ahead for Saje.”