LUSH Cosmetics

Daniel Kebriti oversees manufacturing, supply chain and distribution across Australia and New Zealand as LUSH’s ANZ Manufacturing Director while also guiding strategic initiatives for the broader APAC region. With a career spanning retail ownership of multiple health and beauty outlets, leadership within the Pharmaceutical and Personal Care industries and founding a contract manufacturing facility servicing local and international cosmetic brands, Daniel brings a wealth of expertise in operations and product innovation.

Exploring Daniel’s leadership in ethical manufacturing, this interview delves into his strategic vision for LUSH — examining how his approach to technology integration, business expansion and customer experience reshapes the company and the broader manufacturing landscape.

- Success hinges on people, process and purpose—blending retail’s customer-centric agility with manufacturing’s precision and scalability to create seamless operations.

- Sustainability and integrity aren’t add-ons; they’re built into every decision, ensuring long-term trust and accountability across all stakeholders.

- Key Performance Indicators should go beyond efficiency— waste reduction, ethical sourcing and employee well-being must be central to measuring true success.

- Effective leadership is rooted in staying true to core values, driving ethical innovation and building empowered, engaged teams for sustainable growth.

Retail and Manufacturing: A Shared DNA of People, Process and Purpose

Success in both retail and manufacturing comes down to the same core principles—people, process and purpose. Having worked across both industries, I’ve seen firsthand how these fundamentals drive sustainable growth and customer satisfaction. While the mechanics may differ, the mindset remains the same. What we make is important, but how we make it and why it matters is what truly defines success.

In retail, customer experience is everything. That same philosophy applies to manufacturing, even if the interaction isn’t as direct. In this space, our customers are the retailers who rely on us to deliver products that meet their expectations in quality, efficiency and consistency. I’ve learned that manufacturing isn’t just about production; it’s about enabling retailers to create seamless customer experiences. That requires discipline, well-structured processes and a supply chain that delivers reliability at scale.

But the process alone isn’t enough. People are at the heart of every successful operation, whether in a store or on a factory floor. I’ve led teams in both environments and the lesson remains the same: empowering the right people with the right tools and culture is what drives results. A strong sense of purpose—whether in innovating new products, ensuring ethical sourcing, or optimizing supply chains—creates a business that is not only efficient but also resilient.

One of the biggest advantages comes from understanding how to bridge the gap between the two sectors. Retail teaches you to be agile, customer-focused, and responsive. Manufacturing teaches you the power of precision, scalability and long-term strategy. The key is integrating both mindsets. A process-driven approach that prioritizes efficiency without losing sight of purpose has allowed me to transition seamlessly between these industries. When you combine operational excellence with a clear vision and a team that believes in it, success follows—regardless of the industry.

The Future of Business: Ethics, Transparency and Innovation

The expectations around ethical responsibility and transparency have never been higher. More than buying products, consumers today make value-based decisions, looking for brands that align with their beliefs. And it’s not just consumers. Employees want to work for companies they respect, suppliers prefer partners with shared values and investors are paying closer attention to sustainability metrics. Business success relies on trust, accountability and impact.

At LUSH, we build ethics and sustainability into everything we do. It’s easy to claim transparency, but real integrity shows up in day-to-day operations. That means clear ingredient sourcing, responsible production and a firm commitment to quality over shortcuts. Our decision-making is always dependent on those values, not just our bottom line.

For me, a shared vision is key. People take ownership when they understand the “why” behind their work. Productivity can’t come at the expense of ethics, quality, or safety—that’s non-negotiable. I’ve experienced how companies thrive when they empower teams to think bigger, challenge the status quo and push for continuous improvement.

Then again, the best ideas don’t come from rigid systems but from people who believe in what they’re building. That’s why innovation and ethics go hand in hand. At LUSH, we encourage creative thinking, constantly refining how we operate without compromising who we are. In the end, businesses that align their purpose with action are the ones that lead their industries.

Embracing Diversity: Manufacturing Strategies for APAC

Leading manufacturing operations across APAC means navigating one of the most culturally diverse regions in the world. Each country brings a unique mix of backgrounds, languages, and traditions. That’s why success depends on more than just operational efficiency. Versatility, cultural awareness and inclusivity are key ingredients.

It starts with listening, learning and staying adaptable. I’ve seen firsthand how businesses thrive when they embrace diversity as a whole—not as a compliance checkbox. It becomes a strategic advantage. This means respecting different communication styles, encouraging multilingualism and ensuring employees feel valued in a way that resonates with their cultural context. When people feel heard and included, they bring their best selves to work and collaboration flourishes.

Cross-cultural training can be a game-changer here. Navigating different business etiquettes and customs isn’t just about avoiding missteps but building trust. Investing in mentorship programs across the region has also helped break down barriers, creating opportunities for cross-learning and development. These initiatives empower employees to tackle APAC-specific challenges head-on, fostering locally driven solutions rather than applying a rigid global framework.

Another critical element is seeking and embracing feedback. In a region as diverse as APAC, blind spots exist. Actively listening to colleagues and frontline employees helps identify gaps and opportunities for both personal and organizational growth. The most effective strategies emerge from open conversations, shared experiences and a willingness to evolve. Fostering a culture of inclusion and adaptability helps businesses lead with impact in the APAC.

Rethinking KPIs: More Than Just Numbers

In manufacturing, key performance indicators often center on efficiency, sustainability and cost-effectiveness. But KPIs should go beyond metrics; they should reflect a company’s values. The real challenge is driving performance without compromising ethics, quality or the well-being of our people.

For instance, when waste reduction is a key focus, we shouldn’t just track waste across raw materials, packaging and finished goods. Instead, KPIs should revolve around applied tasks that minimize it. Equally as critical are water and energy consumption. Creating KPIs that promote smart work to lower usage can cut operational costs while reducing our carbon footprint—a win-win for both business and the environment.

Inventory turnover is another priority. At LUSH, freshness is everything. Our KPIs ensure managing stock isn’t just about finances; it rather makes sure our products reach customers in peak condition.

And then there’s our people. Employee well-being is a KPI in itself. The handmade craftsmanship and attention to detail that define our products come from skilled, motivated teams. Therefore, we must strive for high employee retention, best in industry safety standards and continuous training in key areas of the business.

Tracking these right things means making the right impact, not just in numbers, but in how we operate, treat people and contribute to a better world.

Leadership Philosophy: Three Pillars for Ethical Manufacturing Success

Early in my career, I was given three pieces of advice that have stuck with me: stay true to your mission, prioritize ethical innovation in supply chain and operations, and surround yourself with the right people. These principles have shaped how I lead and approach business decisions.

As leaders, we all want to operate with purpose. That starts with defining our core values and ensuring that every decision reflects those values. Whether it’s sustainability, ethical sourcing or transparency, integrity has to be at the center of everything we do. When we lead with that mindset, operational success naturally follows.

Building a resilient, agile and sustainable supply chain is crucial. It’s about fostering strong supplier relationships, planning for disruptions and constantly innovating to gain visibility across the entire supply chain. The more clarity we have, the better equipped we are to create a system that can withstand market fluctuations and future proof our business.

Last but not least, success is about people. A well-rounded, diverse team that complements each other’s strengths is one of any business’s most valuable assets. At Lush, we recognize that employee engagement is brand engagement. Investing in professional development means creating an environment where people feel connected to the company’s mission.

These three lessons serve as a reminder that purpose-driven leadership isn’t just good for business; it’s essential for enduring growth.