Oriflame Names Kenneth Benaim Campbell CEO as Beauty Brand Enters Next Growth Phase

The former L’Oréal executive brings more than 30 years of international leadership experience, while Edyta Kurek, SVP and GM, Oriflame India, said the company will build on its three-decade presence in India.

Oriflame has appointed Kenneth Benaim Campbell as Chief Executive Officer with immediate effect as the Swedish beauty and wellbeing company prepares for its next phase of growth and transformation.
Campbell brings more than 30 years of international leadership experience, including 27 years with L’Oréal across Europe, Asia and Latin America.
During his career at L’Oréal, he held senior positions across Germany, Spain, the United Kingdom, Mexico, Taiwan, China and India, working across mature as well as high-growth markets.

Most recently, Campbell served as President for Europe and North America at Lipton Teas & Infusions, where he led the branded beverage business through a period of transformation and growth.
Robert Bensoussan, Chairman of the Oriflame Board, said Campbell’s international experience and background in the beauty sector were central to the appointment.
“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.

He added that the Board believes Campbell is the right leader to guide Oriflame through its next phase of development.
Campbell succeeds Anna Malmhake, who has stepped down after a three-year tenure as CEO and President.
During her tenure, Oriflame completed its recapitalisation and began implementing its transformation strategy.
Bensoussan thanked Malmhake for leading the company through the refinancing process and for progressing the wider business transformation.
Commenting on his appointment, Campbell said Oriflame’s entrepreneurial model, beauty heritage, people and global community of Beauty Entrepreneurs were among the factors that attracted him to the role.

“I look forward to working closely with teams around the world to build on the progress already achieved and unlock the significant opportunities ahead,” Campbell said.
The leadership transition also comes as Oriflame continues to build its India business.
Edyta Kurek, Senior Vice President and GM, Oriflame India, said Campbell’s beauty industry experience and exposure to diverse international markets would be relevant as the company enters its next stage of growth.
“With more than 30 years in India, Oriflame has built a strong business and a growing community of consumers and Beauty Entrepreneurs,” Kurek said.

She added that the India team would focus on building on that foundation and creating greater value as the business grows.
Oriflame is approaching its 60th anniversary and said its priorities include strengthening the business, supporting Beauty Entrepreneurs, accelerating transformation plans and delivering sustainable long-term growth.
Founded in 1967, Oriflame operates in more than 60 markets and has over three million Beauty Entrepreneurs and members globally.
Its portfolio spans skincare, cosmetics, fragrances, personal care and nutritional supplements.
In India, the company continues to focus on social selling and opportunities for women seeking financial independence through its Beauty Entrepreneur model.

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