Oriflame Names Kenneth Benaim Campbell CEO as Revenue Slide Continues

A new chief executive with a beauty industry background

Oriflame announced on 14 August 2026 that Kenneth Benaim Campbell has assumed the role of chief executive officer, effective immediately. He succeeds Anna Malmhake, who stepped down after a three-year term as CEO and president.

Campbell brings more than 30 years of international management experience. He spent 27 of those years at L'Oréal, where his most recent role was chief executive of L'Oréal D/A/CH. Most recently he served as president for Europe and North America at Lipton Teas & Infusions.

Founded in Sweden in 1967, Oriflame today operates in more than 60 markets. Its community comprises around 3 million Beauty Entrepreneurs, the company's term for its consultants.

Revenue well below the 2017 peak

The company's top line reached roughly 1.36 billion euros in 2017, its historical high. By 2023, revenue stood at 750.9 million euros.

The decline continued in the following years. In 2024, revenue fell by 20 percent, or 146.7 million euros, to 604.2 million euros. In 2025, it dropped a further 7 percent, or 43.3 million euros, to 560.9 million euros.

First half of 2026 under pressure

In the first six months of 2026, Oriflame reported revenue of 240.9 million euros, compared with 278.5 million euros in the same period a year earlier — a decline of 14 percent. All four sales regions came in below their prior-year levels.

The active community shrank by 19 percent to 1.11 million members during the first half of 2026. Adjusted EBITDA fell to minus 11.0 million euros over the same period.

A recapitalisation completed at the end of 2025 established the financial basis for further transformation of the business.

The scale of the gap

The arithmetic illustrates the distance between current performance and past results. To return to the 2017 peak, Oriflame would need to grow roughly 143 percent from its 2025 revenue base.

Even regaining the one-billion-euro revenue threshold would require growth of around 78 percent. Those figures frame the task now facing the new chief executive.