Oriflame Appoints New CEO with Extensive Beauty Industry Experience

Oriflame, the Swedish beauty company founded in 1967, has announced the appointment of Kenneth Benaim Campbell as its new Chief Executive Officer. Benaim Campbell succeeds Anna Malmhake, who has stepped down after three years in the role, during which she led the company’s recapitalisation and transformation strategy. ## Leadership Transition at Oriflame Benaim Campbell joins Oriflame with over three decades of international leadership experience, including 27 years at L’Oréal, where he held senior positions across Europe, Asia, and Latin America. His career at L’Oréal spanned both mature and high-growth markets, equipping him with a deep understanding of global beauty trends. Most recently, he served as President for Europe and North America at Lipton Teas & Infusions, where he guided the company through a significant transformation and expansion phase. Anna Malmhake, who took the helm in 2020, oversaw critical milestones for Oriflame, including the completion of its recapitalisation and the launch of a strategic transformation plan aimed at strengthening the company’s market position. Her tenure marked a period of restructuring and strategic realignment for the brand. ## Oriflame’s Business Model and Market Presence Oriflame operates in more than 60 markets worldwide, leveraging a social selling model to distribute its portfolio of beauty and wellbeing products. The company’s direct-selling approach has been a cornerstone of its business strategy, allowing it to engage closely with consumers across diverse regions. Benaim Campbell’s appointment comes at a pivotal time for Oriflame, as the company continues to evolve in a competitive global beauty landscape. His extensive experience in international markets and leadership in driving business transformations is expected to further strengthen Oriflame’s growth trajectory.