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Pamela Anderson’s Sonsie Skin Care Appoints New CEO

Kailey Bradt, a chemical engineer who founded the waterless hair care label Susteau, assumes the position effective immediately, with an eye on innovative product development and refining its marketing.
Kailey Bradt's headshot
Executive Kailey Bradt has a chemical engineering background, and helped launch Sonsie and develop its products before assuming the CEO role. (Moriah Ziman)
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Sonsie, the mindfulness-focussed skin care label co-founded by actress Pamela Anderson and influencer Marie von Behrens-Felipe, has appointed product developer and consultant Kailey Bradt to be its new chief executive, The Business of Beauty can exclusively confirm.

Bradt, a behind-the-scenes executive who helped launch Sonsie and stepped in to develop its products in 2024, will assume the role effective immediately, succeeding current chief executive, co-founder and von Behrens’ husband Roberto Felipe.

“The brand is at a pivotal moment. We all feel it,” Bradt told The Business of Beauty. “I wouldn’t even say it’s like turning a chapter. It’s almost like opening a new book.” Bradt’s near-term priorities include developing Sonsie’s storytelling marketing, staging in-person events and creating innovative new formulas; her first product crafted alongside co-founder Anderson will be released in October. Sonsie was founded in 2023 by Felipe and von Behrens-Felipe, with Anderson joining in 2024 and becoming majority owner.

Sonsie's skincare range
Sonsie, which launched in 2023, currently has a range of four skin care formulas, with a hero in its Super Serum. (Sonsie)

Sonsie currently offers four products, which are sold direct-to-consumer. Its hero product, the Super Serum ($64), contains 4 percent niacinamide and provides a glowy skin finish.

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Co-founder Anderson said that Bradt’s “love and commitment to clean, sustainable beauty makes her the perfect partner as we grow — she deserves this moment, and I couldn’t be more proud.”

“Pamela was very aligned on having a young woman lead, and someone not from a traditional background,” added Bradt, whose background is in chemical engineering.

Bradt also founded Syndeo, a business which connects beauty brands with biotechnology firms, and the haircare label Susteau, which launched into Sephora in 2021 with low-waste formulas like a powder-to-lather shampoo, and later closed in 2024.

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Learn more:

Pamela Anderson Purchases Stake in Sonsie Skin

The actress and activist has joined the premium skincare company as a co-founder and co-owner.

About the author
Brennan Kilbane
Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

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