Estée Lauder Names Gaëtane Baudry Global GM of Bobbi Brown

· Beauty & Fashion · United States

The Estée Lauder Companies has appointed Gaëtane Baudry as Senior Vice President and Global General Manager of Bobbi Brown, effective October 8, 2026. Baudry joins from L'Oréal and will be based in New York, reporting to Lisa Sequino, Global President of Makeup Brands. In her new role she will lead Bobbi Brown's global strategy and evolution. The appointment places a seasoned competitor executive at the helm of one of Lauder's flagship makeup labels, part of the group's ongoing leadership reshuffle across its brand portfolio.

Why it matters：Leadership changes at flagship beauty brands signal shifts in strategy for a sector facing slowing demand and intensifying competition.

Key points

  • Baudry was previously at L'Oréal before joining Estée Lauder.
  • She reports to Lisa Sequino, Global President of Makeup Brands.
  • Effective date is October 8, 2026, based in New York.

Sources (original reporting)

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