Barbara De Laere is CEO of Saje Natural Wellness, a brand with over 30 years of expertise crafting 100% natural plant-based products to support physical and emotional wellness. Barbara joined Saje in 2022 with
a people-first approach to connection, care, and culture, one that honours Saje’s rich heritage and innovations. Her deep belief in the healing power of nature is what makes her poised to transform the wellness category—and why Women’s Wear Daily named her as
One of the most “influential power players in wellness.”
Barbara brings over 20 years experience in the global beauty and wellness business to Saje. 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 Kérastase, Shu Uemura, Redken, L'Oréal Professionel, and Decleor. Barbara’s affinity for purpose-led brands, most recently leading Aveda as Global Brand President, underlies her vision for Saje and goals to evolve consumers’ understanding of what well-being truly means.