Kenneth Benaim Campbell Appointed CEO of Oriflame

Oriflame, the Swedish cosmetics company founded in 1967, has announced the appointment of Kenneth Benaim Campbell as its new Chief Executive Officer. Benaim Campbell takes over from Anna Malmhake, who has stepped down after three years at the helm of the beauty and wellness brand. ## Leadership Experience and Background Benaim Campbell brings extensive leadership experience to Oriflame, with over 30 years in senior management roles. He spent 27 years at L'Oréal, where he held high-level positions across Europe, Asia, and Latin America, managing operations in both mature and emerging markets. Most recently, he served as President for Europe and North America at Lipton Teas & Infusions, overseeing a significant period of transformation and growth for the company. ## Transition and Strategic Shifts Anna Malmhake, who led Oriflame since 2020, played a key role in recapitalizing the company and launching its strategic transformation. Under her leadership, Oriflame strengthened its financial position and refined its business model, which combines direct sales with social selling. The company operates in more than 60 markets, offering a diverse portfolio of beauty and wellness products. ## Company Overview Oriflame’s business model blends traditional direct sales with modern social selling, allowing it to reach consumers through a network of independent consultants. The brand is known for its wide range of cosmetics, skincare, and wellness products, catering to a global audience. With its new leadership, Oriflame aims to continue its growth trajectory and expand its presence in key markets.