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Green Is The New Black

Annabelle Baker | Director and General Manager, Lush Greater China

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Annabelle Baker in water

Making naked great again


For freeing us of beauty packaging and liberating animals from suffering

From a young age, Annabelle has been passionate about the protection of the environment and animals. She discovered LUSH in 1998 when she was 16, starting her career there as a part-time sales assistant in the third ever shop on the Kings Road, London. She’s developed through the company holding roles in sales, PR, brand, international business development, general management and directorship. Reporting to the founders and board, she has worked with over 11 countries focusing on strategy, restructuring, change management, company buy-backs and new market entry while advising the board on broader global issues like Ethical Banking. In late 2012, after completing her Executive MBA, the opportunity to head up the business in Hong Kong arose. Under her guidance, the team has grown from zero to three hundred in the last six years. Annabelle currently looks after the strategy and development for the Greater China region and is a core member of the APAC board. 

Under Annabelle’s direction, LUSH continues to lead the way on sustainability and vegan, cruelty-free cosmetics in Asia. This year we’ve seen the brand launch its first Naked store in the region, which champions packaging-free products. Such is the success of her work, that last year 55% of all LUSH products sold in HK were naked and unpackaged. Annabelle’s hard work is helping change consumer behaviour and drive sustainability initiatives in the region.


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