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About GBBF

Give Back Brands Foundation, an organization dedicated to giving back to the community, was founded in 2011 by Paul West, a seasoned beauty industry executive. Believing that the future of humanity lies with our children, the Foundation seeks to empower children through education, leadership training, 

and diverse opportunity.


Inspired by the model of the well-known food brand which donates its profits to charity, Mr. West applied a similar model to the beauty industry and established the for-profit celebrity fragrance company Give Back Brands LLC (GBB) in August 2010. By requiring donation of GBB’s net profits to charity, Mr. West created a unique way for fragrance consumers to give back through their purchasing decisions. 


GBB acquired the top celebrity fragrance license in 2011 introduced SOMEDAY, the number one Woman's Fragrance Launch for the same year in U.S. Department Stores, Canada and the U.K. GBB followed the SOMEDAY success with a second fragrance, GIRLFRIEND, and also acquired a second high-profile fragrance license. In June 2011, GBB sold all of its assets and inventory.  It is the proceeds from the GBB sale that now fund the Give Back Brands Foundation, which in turn supports many programs benefitting children in need.

Our Contributions

GBBF grants awards of up to $10,000 to small, local charities providing services to children and their families. Projects supported by GBBF range from music programs to medical research.

Our Mission

GBBF believes that the future of humanity lies with our children. So by empowering our children though education, leadership training, and diverse opportunity we will, in fact, empower the future. We also recognize there are times when helping parents may be the best way to help our children.

The GBBF Board

Paul West


Paul West founded Give Back Brands LLC in 2010, a Fragrance Company, whose mission was to donate all profits to charity.  The Company was sold in 2012 which provided funding for the Give Back Brands Foundation. Previously, Paul was President and Chief Operating Officer of Elizabeth Arden, Inc.

Paula West


Paula West, wife of Paul for over 35 years, possesses a Masters in Social Work from Southern Connecticut State University.  She has worked for various charities such as Easter Seals, the American Cancer Society and the Devereaux Foundation.

Tony Bajaj


A veteran of the beauty industry, Tony is the founder, President and CEO of AB Diversified Enterprises Inc., a fragrance and cosmetics distribution company. He also founded the prestige cosmetics company LUXE Brands.

Judy Heise


Judy, a 35 year resident of Brookfield, Connecticut has served on the boards of several organizations, including the Substance Abuse Coalition, the League of Women Voters, the Brookfield Board of Finance and the Brookfield Board of Selectmen. Judy and is also active in statewide Democratic politics.

Noreen Dodge


Noreen began her beauty career at Calvin Klein Cosmetics Company before joining Elizabeth Arden, Inc. and ultimately becoming the Senior Vice President of Global Brand Development. Noreen later became President of Give Back Brands Marketing & Creative Development, and was most recently appointed to the position of Chief Marketing Officer at Fekkai and LUXE Brands.

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