Oriflame Appoints Kenneth Benaim Campbell as Chief Executive Officer

Beauty and wellbeing company names Kenneth Benaim Campbell as CEO, with immediate effect, as Anna Malmhake steps down after three years

Oriflame, the Swedish holistic beauty and wellbeing brand, has named Kenneth Benaim Campbell as its Chief Executive Officer, with the appointment taking effect immediately.

Kenneth brings more than 30 years of international leadership experience and has spent 27 years with L’Oréal, where he held senior leadership roles across Europe, Asia and Latin America. During his tenure, he led businesses in both established and high-growth markets, including Germany, Spain, the United Kingdom, Mexico, Taiwan, China and India.

Before joining Oriflame, Kenneth served as President for Europe and North America of Lipton Teas & Infusions, where he led one of the world’s largest branded beverage businesses through a period of transformation and growth.

He is recognised for his leadership experience, consumer focus, international exposure and experience in driving growth and transformation across global organisations.

Commenting on the appointment, Robert Bensoussan, Chairman of the Oriflame Board, said, “Kenneth is an exceptional international leader with deep beauty industry expertise, extensive global experience and a strong track record of building brands, developing people and delivering results. The Board unanimously believes he is the right leader to guide Oriflame through its next phase of development and growth.”

Kenneth succeeds Anna Malmhake, who has decided to step down after her three-year tenure as CEO and President, during which she oversaw the completion of Oriflame’s recapitalisation and launched the company’s transformation strategy.

Robert Bensoussan added: “I would also like to thank Anna for her leadership and commitment during an important period in Oriflame’s history. Under her leadership, the company successfully completed its refinancing and made significant progress in strengthening the business and advancing its transformation.”

Commenting on his appointment, Kenneth Benaim Campbell said, “I am honoured to join Oriflame. What attracted me most is the company’s unique entrepreneurial model, strong beauty heritage, talented people and global community of Beauty Entrepreneurs. I look forward to working closely with teams around the world to build on the progress already achieved and unlock the significant opportunities ahead.”

Edyta Kurek, Senior Vice President and GM, Oriflame India, said, “As we transition into this next phase of growth, we look forward to working closely with Kenneth and drawing on the depth of experience and perspective he brings from the beauty industry and across diverse markets. With more than 30 years in India, Oriflame has built a strong business and a growing community of consumers and Beauty Entrepreneurs, and we look forward to building on this foundation and creating greater value as we continue to grow Oriflame in India.”

As Oriflame approaches its 60th anniversary, the company stated that it remains focused on strengthening its business, supporting its Beauty Entrepreneurs, advancing its transformation plans and delivering sustainable long-term growth.