Oriflame Appoints Robert Bensoussan as New Chairman

Oriflame is entering a new era of transformation — and it is bringing in one of the luxury industry’s sharpest minds to pilot the shift. The Swedish beauty and wellness brand has named Robert Bensoussan as chairman of Oriflame Holding and Oriflame Investment Holding PLC, a move that will take effect once the company completes its ongoing recapitalisation later this year.

The appointment signals a strategic reset. Bensoussan’s experience spans high-growth consumer brands and complex global restructuring mandates. As the former CEO of Jimmy Choo, chairman of Feelunique.com, and a board member at Interparfums and Lululemon, he has built a career scaling premium brands and guiding them through transformation cycles. His arrival comes at a moment when Oriflame is rethinking its operating fundamentals, its entrepreneurial ecosystem, and its product-led innovation pipeline.

Alexander af Jochnick will remain on the Board and continue shaping Oriflame’s global strategy. He described Bensoussan’s appointment as “pivotal,” noting that the recapitalisation now provides the financial stability needed to future-proof operations and rebuild momentum. Oriflame’s focus, he added, is shifting toward operational discipline, sharpened brand positioning, and enhanced support for its global community of Beauty Entrepreneurs.

Bensoussan echoed that sentiment. He called it a “privilege” to join Oriflame at a time when the brand is resetting foundations for long-term value creation. With renewed investment from the af Jochnick family and long-term partners, Oriflame now has capital stability, a de-levered balance sheet, and the headroom required to invest confidently in product innovation, international expansion, and entrepreneurial capability building.

CEO Anna Malmhake emphasised that Oriflame’s transformation is accelerating. The recapitalisation provides the clarity, cash flow security, and financial flexibility to rewire the company’s operating model. With Bensoussan’s global brand expertise and the board’s unified agenda, Oriflame expects stronger execution, faster product cycles, and more robust entrepreneurial support mechanisms.

An important part of the next phase will be Oriflame’s renewed focus on Tier 2 and Tier 3 Indian markets — a region that has become one of its most dynamic growth engines. Here, the company is doubling down on purpose-driven entrepreneurship and expanding opportunities for local Beauty Entrepreneurs through training, digital tools, and deeper product relevance across skincare, wellness, and cosmetics.

For the global beauty industry, Oriflame’s move is a signal. The category is being reshaped by new consumption behaviours, social commerce, wellness-beauty convergence, and digitally empowered entrepreneurship. Brands with community-led models must now operate with enterprise-level discipline while staying agile at the edges. Bensoussan’s appointment aligns Oriflame with that reality — pairing creative leadership with disciplined transformation.

As Oriflame moves into its next chapter, the mandate is clear: fortify the business, deepen the brand, accelerate innovation, and equip its global entrepreneurial network for sustainable success.

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