Paul Cook is co-founder and Managing Director of Silvertree Brands, the leading purpose-driven, direct-to-consumer and niche e-commerce player in South Africa. We operate brands such as Faithful to Nature, UCOOK, Pet Heaven, SKOON., PriceCheck and more.

Within Silvertree, Paul is CEO of Faithful to Nature, South Africa’s leading natural product retail brand. Faithful to Nature sells over 7000 natural and vetted products across health, food, body and beauty, both online and omnichannel.

Paul is a non-executive director of Standard Bank Group, and holds a PhD in theoretical physics from the California Institute of Technology.