When Corey Reese joined Bumble and bumble in 2022 as the senior vice president and global general manager he brought with him a proven track record for driving business development, strengthening brand creativity and advancing inclusion, diversity and equity. Already, he has helped the brand to accelerate fast-growing consumer segments, channels and markets, with a focus on new product and commercial innovation.
While Reese is a lawyer by trade, in his nearly 20 years in the industry, he told WWD that he is a storyteller and creative at heart. He finds inspiration from the cities and cultures around him and takes pleasure in “life’s little luxuries,” which can mean weekly haircuts and taking part in guilty pleasure TV shows.
Here, Reese talks to WWD about his daily routine, keeping up with current trends and always keeping curious.
Corey Reese
WWD: What is the first thing you do in the morning?
Corey Reese: I get up at 5 [or] 5:30 a.m., drink two cups of coffee, and then head to the gym by 6 a.m. before I open any email. It’s the quietest time of the day and completely reserved for me. After that, I spend some time reading articles or scrolling through Instagram or TikTok to catch up on industry and cultural news. Staying in touch with culture is essential to Bumble and bumble; we aim to stay on the pulse of what’s happening, so I make it a point to be a voracious reader of current events and trends.
WWD: What inspires you?
C.R.: I find inspiration in urban living and its constant metamorphosis. As someone who was born and raised in New York City, I’ve seen neighborhoods like Meatpacking, where the House of Bumble is located, evolve dramatically. I’m fascinated by these transformations and seek them out whenever I travel. Walking through cities, observing their culture, and soaking in their energy — whether in NYC, Paris or elsewhere — is a constant source of inspiration for me.
WWD: What are you watching right now?
C.R.: I’ve started getting into documentary films. Recently, I watched “Donyale Luna: Supermodel,” about the remarkable life and career of Donyale Luna, the first Black model to grace the cover of both Harper’s Bazaar and Vogue. Fun fact, she was once styled by Bumble and bumble.
And for my guilty pleasure, I watch “Real Housewives of Salt Lake City.” They are having the best season. I mean, high body count hair to describe a voluminous style? Sheer genius.
WWD: What is the best advice you would give someone starting out in their career today?
C.R.: Strive for excellence in whatever you’re doing and build a reputation as someone dependable and driven. Those qualities are universally applicable, regardless of the field.
Focus on your reputation and relationships — your personal brand is your most valuable asset. Attend team events, seize learning opportunities and differentiate your skill set. Continuous learning is also key. Stay curious about the world and hungry for knowledge and opportunities; people notice and value that. And always be nice — it never goes out of style.
WWD: What do you do to “power down” and what does having a work/life balance mean to you?
C.R.: I don’t bring work devices into the bedroom — creating that separation is crucial. In today’s hyper-connected world, where even sick days or snow days often turn into Zoom days, setting boundaries is more important than ever. There will always be an email, text or call to respond to, but maintaining a work-life balance means carving out time for yourself and honoring those boundaries.
Bumble and bumble.
WWD: Looking throughout your career, what is a moment that you are most proud of?
C.R.: One highlight of my time at Bumble and bumble is our launch in the U.S. Amazon Premium Beauty store. We were one of the first Estée Lauder Companies brands to do this, moving beyond our traditional retail spaces, truly expanding the Bumble and bumble ecosystem. This launch allowed us to reach new consumers with our styling-first, pro-tested products and helped pave the way for our sister ELC brands to explore this new frontier in prestige beauty.
WWD: When was the last time you treated yourself and what was it?
C.R.: I’m a fan of life’s little luxuries. As the leader of a hair brand, I get my hair cut weekly. There’s nothing like that fresh out of the salon feeling. My indulgence is going home afterward, taking a shower to rinse off any excess hair clippings, and using our Seaweed Scalp Scrub. It has such a crisp, refreshing fragrance that I love so it’s a full sensorial experience. Recently, I’ve also started getting weekly massages, which put me in a meditative state and elevate my mood.
WWD: What is your ideal shopping retail experience?
C.R.: I’m an omnishopper; I’ll buy from anywhere.
Lately, I’ve been enjoying the return to brick-and-mortar retail. There’s something special about trying things on in-store and touching and feeling things. Some of the pop-up activations lately have been really special and offer unique, memorable experiences and exclusive items that you can’t get online or elsewhere, such as the Hermès Petit h or the Barney’s reboot pop-up last year.
At the same time, I’m an avid online shopper. Online shopping provides access to smaller retailers I might not encounter otherwise. For instance, I discovered a men’s fashion shop in Queens through an editorial piece and have since bought 10 tank tops from their website. Each shopping format offers distinct benefits, so I’m happy to engage in all.
