Wolf has had a long, successful career in the professional industry, with a background in hairdressing and several years of marketing and product development experience. Wolf joined L’Oréal’s Professional Products Division in 2005 as part of the Redken Global Marketing team. After taking on operational roles in the US for Kerastase and then in the UK & Ireland for Redken, he returned in 2013 as the global general manager of the Redken brand. In 2018, L’Oréal USA launched Seed Phytonutrients, an internally incubated sustainable brand founded by Wolf. Seed Phytonutrients packaging features the first shower-proof, water-resistant paper bottle made from 100 percent recycled post-consumer paper.
With this new appointment, Wolf will maintain his role as founder of Seed Phytonutrients and oversee the direction of the brand; Brad Farrell, senior vice president of Seed Phytonutrients Brand Marketing, will oversee day-to-day operations of the brand, which is headquartered in Doylestown, Pennsylvania.