Kenneth Benaim Campbell takes helm at Oriflame as Chief Executive Officer
The appointment was announced from Oriflame’s Stockholm headquarters
SWEDEN – Oriflame has named Kenneth Benaim Campbell as its new CEO, effective immediately, marking a leadership transition as the Swedish beauty and wellbeing company moves into its next growth phase.
Campbell brings more than 30 years of international leadership experience, including a 27-year tenure at L’Oréal and a recent role leading Lipton Teas & Infusions in Europe and North America.
Campbell takes over from Anna Malmhake, who has stepped down after three years as CEO and President.
During her tenure, Malmhake oversaw the completion of Oriflame’s recapitalisation and launched the company’s transformation strategy, setting the stage for the next phase of development.
Robert Bensoussan, Chairman of the Oriflame Board, stated, “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’s career spans more than three decades of senior leadership roles across Europe, Asia, and Latin America. At L’Oréal, where he spent 27 years, he led businesses in both mature and high-growth markets, including Germany, Spain, the UK, Mexico, Taiwan, China, and India.
Most recently, he served as President for Europe and North America at Lipton Teas & Infusions, where he steered one of the world’s largest branded beverage businesses through a period of transformation and growth.
He is recognised for strong people leadership, international experience, consumer focus, and a proven ability to drive growth and transformation in global organisations, attributes that align with Oriflame’s strategic priorities as it scales its social selling model and digital transformation.
In his first statement, Campbell said he was drawn to Oriflame’s “unique entrepreneurial model, strong beauty heritage, talented people and global community of Beauty Entrepreneurs.”
He added that he looks forward to working with teams worldwide to build on existing progress and unlock significant opportunities ahead.
The appointment comes as Oriflame approaches its 60th anniversary (founded in 1967) and continues to focus on strengthening its business, supporting its approximately 3 million Beauty Entrepreneurs, accelerating transformation plans, and delivering sustainable long-term growth.
The company operates in over 60 markets with a portfolio of innovative, high-quality, and sustainable beauty and wellbeing products, and has been recognised as a European Climate Leader by the Financial Times and Statista for five consecutive years as of 2025.
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