STOCKHOLM, SWEDEN – August 18, 2026 – Oriflame has appointed Kenneth Benaim Campbell as Chief Executive Officer, effective immediately. He brings more than 30 years of international leadership experience and a strong background in the beauty industry. Kenneth spent 27 years at L’Oréal, holding senior roles across Europe, Asia, and Latin America. He led businesses in markets including Germany, Spain, the United Kingdom, Mexico, Taiwan, China, and India. Most recently, he served as President for Europe and North America at Lipton Teas & Infusions, guiding one of the world’s largest branded beverage businesses through growth and transformation.
Robert Bensoussan, Chairman of the Oriflame Board, said Kenneth is an exceptional international leader with deep beauty expertise and a proven track record of building brands and delivering results. The Board believes he is the right person to lead Oriflame into its next phase of development and growth. Kenneth succeeds Anna Malmhake, who steps down after three years as CEO. During her tenure, she completed the company’s recapitalisation and launched its transformation strategy. The Chairman also thanked Anna for her leadership during this important period.
Kenneth Benaim Campbell expressed honour in joining Oriflame. He was drawn to the company’s entrepreneurial model, strong beauty heritage, talented teams, and global community of Beauty Entrepreneurs. He looks forward to working with teams worldwide to build on recent progress and unlock new opportunities for growth.
As Oriflame approaches its 60th anniversary, the company remains focused on strengthening its business, supporting its Beauty Entrepreneurs, and accelerating transformation plans. Founded in Sweden in 1967, Oriflame operates in over 60 markets with innovative beauty and wellbeing products. It supports around 3 million Beauty Entrepreneurs and members. In 2025, Oriflame was recognised as a European Climate Leader by the Financial Times and Statista for the fifth consecutive year.
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