Annabelle Baker is an accomplished business leader and board member. She recently joined as Co-Founder of DIEM® – a fine fragrance brand from London innovating how we interact with perfume. She was a key member of the leadership team that expanded Lush from the UK to 50 international markets, Annabelle brings over 26 years of experience in sustainability, strategy, and leadership.

A skilled strategist and problem-solver, Annabelle has deep expertise across retail, e-commerce, licensing, manufacturing, mergers and acquisitions, and marketing. Her passion lies in inspiring multi-cultural global teams—spanning retailers, financiers, marketers, technologists, and digital innovators—to reach new heights of success.

Born in London and a global explorer at heart, Annabelle has lived in Asia and remains deeply committed to issues of equity and justice. As an international keynote speaker, she has shared her expertise at renowned platforms such as TEDX, OMR, SXSW, CSR Asia Summit, and governmental forums in the UK and Singapore. A true collaborator with businesses and governments, she is dedicated to driving positive change, from advocating for the living wage to ending animal testing.