Pamela BAXTER has been at the forefront of change for acquisition ventures, licensing, and fledgling start ups in the luxury beauty industry for over 30 years. She has broad executive management skills in brand building, marketing, distribution, strategy and licensing. With 23 years experience at The the Estee Lauder Companies she negotiated and signed their first license agreement in 1994 with Tommy Hilfiger and led the marketing and sales of the fragrances. In 1995 Lauder acquired La MER when it was a just a jar of cream and led the subsequent product development, marketing and distribution strategy . In 1999 she identified and led the acquisition of Jo MALONE and the strategic acceleration plan for US expansion. In 2000 she was promoted to Global President of the newly formed Specialty Group that included Prescriptives, Jo MALONE and La MER.
In 2004 Pamela was recruited to join LVMH No America as President/CEO Beauty Brands including Dior, Guerlain, Givenchy, Acqua di Parma, and Fresh. Responsibility for Dior Couture in No America and Mexico was added in 2007. She recruited a new team that revitalized the DIOR brand by strengthening the partnership between fashion and beauty. The Fresh business was also repositioned and revitalized under her leadership.
In 2016 she departed LVMH to co found Bonafide Beauty Lab, a beauty incubator that identifies female founder led beauty businesses providing them with funding and management/mentorship for accelerated growth. Bona Fide has a minority stake in Sapelo Skincare and also signed a license agreement with Popsugar media group for the beauty category. Beauty by Popsugar launched an 85 SKU make up brand in 2018 with Ulta Beauty.