Oriflame appoints former L’Oréal Executive as CEO

Swedish beauty and wellbeing company Oriflame has appointed former L’Oréal Executive Kenneth Benaim Campbell as Chief Executive Officer with immediate effect, succeeding Anna Malmhake after her three-year tenure.

Benaim Campbell brings more than 30 years of international leadership experience to his new role, including 27 years at L’Oréal, where he last served as Chief Executive Officer for L’Oréal D/A/CH. He also held senior roles in Europe, Asia and Latin America

More recently, Benaim Campbell was President for Europe and North America at Lipton Teas & Infusions. Oriflame said he guided the branded beverage business as it underwent transformation and growth.

Oriflame targets its next phase of growth

Robert Bensoussan, Chairman of the Oriflame Board, said Benaim Campbell’s beauty expertise and international background would support the company’s development.

“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,” Bensoussan said.

“The Board unanimously believes he is the right leader to guide Oriflame through its next phase of development and growth.”

Benaim Campbell joins as Oriflame approaches its 60th anniversary and continues its business transformation. The company said its priorities include strengthening the business and supporting its global community of Beauty Entrepreneurs, while accelerating its transformation plans and pursuing sustainable long-term growth.

“I am honoured to join Oriflame,” Benaim Campbell said. “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 working closely with teams around the world to build on the progress already achieved and unlock the significant opportunities ahead.” 

Anna Malmhake steps down after three years

Malmhake is leaving the CEO and President positions after completing Oriflame’s recapitalisation and launching its transformation strategy. Bensoussan said that, during her leadership, the company had finished its refinancing and advanced efforts to strengthen the business.

Founded in Sweden in 1967, Oriflame operates in more than 60 markets through a social-selling model. It has approximately three million Beauty Entrepreneurs and members worldwide.

The appointment follows recent developments in Oriflame’s product and research strategy. In July, the company published a white paper examining beauty’s shift from anti-ageing towards longevity science, with further editions scheduled for September 2026 and January 2027.