Anita Baker | MENA Director
Lush Fresh Handmade Cosmetics | United Arab Emirates

Anita Baker, MENA Director, Lush Fresh Handmade Cosmetics

Anita Baker is the Business Director of Lush Middle East and has been based in the UAE for the past 6 years.  Her role involves handling brand strategy, commercial decisions and senior team development for the region, along with managing relationships with all MENA licensee partners. She oversees the general business and is responsible for the market’s sales and profit growth, in addition to maintaining Lush brand principles and harmonising them with the local culture. 
Anita joined Lush in 2007 as Group Accountant, using her finance and accountancy knowledge in a retail capacity. She was quickly promoted into the International Business Development team, due to the commercial nature of her skill set. Anita’s financial acumen meant she played a key role in the selection of new business partners, country openings and potential commercial opportunities. 
Baker’s strong combination of financial expertise, Lush brand knowledge and retail awareness lead to a new opportunity to expand and develop the MENA region.
Baker has a commercial finance background of 13 years and is a CIMA qualified accountant with ACMA qualifications of 10 years.
About Lush
Since establishing 20 years ago, Lush has been driven by innovation and its ethics. Creators of pioneering beauty products such as the fizzing bath bomb, shower jellies and solid shampoo bars, Lush places emphasis on fresh ingredients like organic fruits and vegetables. 

Lush operates a strict policy against animal testing and supports Fair Trade and Community Trade initiatives. Lush leads the cosmetics industry in combating over-packaging by running public awareness campaigns and developing products that can be sold ‘naked’ to the consumer without any packaging. Today Lush has over 939 shops worldwide and operates in 50 countries.


Seamless ME 2018 day 1 @ 14:00

PANEL Creating an experiential, immersive retail experience

  •     Driving enhanced personalisation by combing human power with the power of robots 
  •     Using artificial intelligence to champion an agile, adaptable approach to customer service 
  •     Creating an immersive in-store experience that encourages repeat purchase and brand loyalty  
  •     Providing a constant flow of content with digital screens 
  •     Automating retail workflows with bots for increased efficiency 

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