Swedish holistic beauty and wellbeing brand Oriflame has appointed Kenneth Benaim Campbell as its Chief Executive Officer, as announced by the brand on Friday.
Campbell joins Oriflame with more than 30 years of international leadership experience and a distinguished career in the beauty industry. He spent 27 years with L’Oréal, where he held senior leadership positions across Europe, Asia and Latin America, leading businesses in both mature and high-growth markets including Germany, Spain, the United Kingdom, Mexico, Taiwan, China and India.
Most recently, Campbell 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 strong people leadership, international experience, consumer focus and track record of driving growth and transformation in global organisations.
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.”
Campbell succeeds Anna Malmhake, who has decided to step down following her three-year tenure as CEO and President, during which time 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.”
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.”
Founded in 1967, Oriflame has a diverse portfolio of high-quality, innovative, and sustainable beauty and wellbeing products. It operates in over 60 markets worldwide. The brand operates through a modern social selling model, enabling over 3 million Beauty Entrepreneurs and members worldwide to become beauty industry insiders through a ‘Plug and Play’ micro-entrepreneurship model.
Oriflame’s product range spans skincare, cosmetics, fragrances, personal care, and nutritional supplements. In India, the brand continues to build opportunities for women to achieve financial independence while promoting holistic wellbeing.
