Oriflame Names Former L’Oréal Executive Kenneth Benaim Campbell as CEO

Swedish beauty and personal care 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 commercial leadership to the role. His career includes 27 years at L’Oréal, where he last served as chief executive officer for the D/A/CH region (Germany, Austria, and Switzerland) alongside executive roles spanning Europe, Asia, and Latin America. Most recently, he was president for Europe and North America at Lipton Teas & Infusions, overseeing commercial transformation and regional growth.

Oriflame targets its next phase of growth

Robert Bensoussan, chairman of the Oriflame board, emphasized Benaim Campbell’s deep industry experience as vital to steering the business forward.

“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 takes charge as Oriflame approaches its 60th anniversary while carrying out a strategic operational restructuring. Key priorities include strengthening core operational performance, scaling its direct social-selling model, and accelerating long-term growth initiatives.

“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 steps down as CEO and president after completing Oriflame’s financial recapitalization and launching its current strategic roadmap. Bensoussan noted that under her tenure, the company completed key refinancing initiatives to stabilize and fortify the business. The strategic transition reflects wider commercial shifts across global personal care, where brands are strengthening management suites following structural shifts, similar to recent updates such as Alicia Valencia joining Allies of Skin to drive international scale.

Established in Sweden in 1967, Oriflame operates in more than 60 markets through a social-selling model supported by an international network of roughly three million independent Beauty Entrepreneurs and members.

The leadership shift comes alongside broader developments in Oriflame’s formulation and scientific research strategy. In July, the company published a research white paper detailing the beauty industry's transition from traditional anti-aging concepts toward longevity science, with subsequent editions slated for release in September 2026 and January 2027.