The Estée Lauder Companies has appointed Gaétane Baudry as Senior Vice President / Global General Manager, Bobbi Brown, effective October 8, 2026. Based in New York, she will report to Lisa Sequino, Global President, Makeup Brands.

In this role, Gaétane will lead Bobbi Brown’s global strategy and evolution, with the aim to accelerate the brand’s innovation and creativity and deepen consumer engagement around the world.

“Gaétane is an inspiring and highly collaborative leader who brings experience, energy and a strong focus on execution,” said Lisa Sequino. “Her global brand-building record, strong commercial leadership and passion for creating meaningful consumer experiences will be invaluable as Bobbi Brown builds on its unique brand equity focused on effortless natural beauty, while accelerating its digital evolution, moving into new channels and deepening its ability to connect with women around the world. I am excited to welcome her to The Estée Lauder Companies and look forward to all that Gaétane and the Bobbi Brown team will accomplish together.”

Gaétane boasts more than two decades of experience in the global luxury beauty industry. She was most recently Global Brand President of Shu Uemura at L’Oréal Luxe, where she oversaw the brand’s marketing, communications, retail, e-commerce, education and business development activities.

“During her time at Shu Uemura, Gaétane redefined the brand platform and category strategy, strengthened its cultural relevance and advanced its retail and omnichannel experience. Under her leadership, the brand achieved a top position among makeup artist brands in Asia, gained prestige beauty share in highly competitive markets and increased its online business,” said The Estée Lauder Companies in a statement.

"Bobbi Brown is a brand that resonates deeply with me. It has always championed the beauty of being real without the need to step onto a red carpet to feel beautiful. Its philosophy is very close to how I see beauty and life: being true and authentic in our relationships, celebrating individuality, and taking the time to marvel at the everyday wonders around us. I could not be more excited to join the Bobbi Brown team and help shape the next chapter of this iconic brand—building on its unique point of view and its powerful connection with consumers around the world," commented Gaétane Baudry in a LinkedIn post.

Earlier in her career, Gaétane held senior leadership roles at Giorgio Armani Beauty, Helena Rubinstein and Lancôme.