Bengaluru, 12 November 2025: Oriflame, the Swedish holistic beauty and wellbeing brand, has announced the appointment of Robert Bensoussan as Chairman of Oriflame Holding Limited and Oriflame Investment Holding PLC, effective upon completion of the company’s comprehensive recapitalisation transaction, which is expected later this year.

Robert Bensoussan brings with him deep expertise in scaling and reshaping premium consumer brands globally. He previously served as CEO of Jimmy Choo, leading its rapid international expansion, and as Chairman of Feelunique.com, where he oversaw its successful sale to Sephora. He has also held board positions at Interparfums and Lululemon, among others. His extensive track record will play a pivotal role in driving Oriflame’s long-term success.

Alexander af Jochnick will continue as a member of the Board and remain actively involved in shaping the company’s future direction. “I am delighted to welcome Robert as Chairman at this pivotal moment for Oriflame,” said Alexander af Jochnick. “Having secured the terms of the recapitalisation, our focus is now on delivering operational transformation and supporting our global community of Beauty Entrepreneurs. The af Jochnick family remains fully committed to Oriflame, and I look forward to working with Robert and the Board as we guide the company through this next chapter.”

Robert Bensoussan commented: “It is a privilege to join Oriflame at a time when the foundations for a sustainable future are being reset. The new investment from the af Jochnick family and long-term investors materially strengthens the company and provides a strong runway for growth. This will enable us to invest further in product innovation and in our Beauty Entrepreneur community, which continues to be at the heart of Oriflame’s success.”

Anna Malmhake, CEO of Oriflame, added: “Today marks the beginning of a new chapter in Oriflame’s story. With the recapitalisation providing a stable platform and a de-levered balance sheet, we can now focus on accelerating our transformation plan. I am confident that, with Robert’s experience and the support of the Board, we will continue our legacy of innovation and help our Beauty Entrepreneurs thrive.”

As Oriflame looks ahead, the company remains deeply committed to empowering individuals across India, especially in Tier 2 and Tier 3 cities, to build meaningful earning opportunities through its inclusive and purpose-driven business model. With a strong belief that great products make good business, Oriflame continues to bridge the worlds of entrepreneurship and beauty, offering a platform where ambition meets opportunity.

At the event, Oriflame showcased its commitment to sustainability with a 100% biodegradable stall, symbolizing its close-to-nature approach. Additionally, a significant achievement for the company is that 80% of Oriflame’s brand partners are women, while 85% of its products sold in India are produced locally, highlighting the brand’s contribution to the country’s economic and social landscape. These efforts exemplify the synergy between Sweden’s global sustainability leadership and India’s growing entrepreneurial ecosystem.

Speaking about Oriflame’s ethos, Edyta Kurek, Senior Vice President & Head of India said, “We are committed to empowering millions of women by offering them financial independence through our business model. With 60% of our global workforce being women, we are dedicated to gender equality and uplifting communities through our safe, eco-friendly products that meet both Indian and European standards.”

Furthering its sustainability goals, 95% of Oriflame’s rinse-off products launched in 2023 are formulated to be biodegradable, reinforcing the brand’s commitment to a greener future. Through its focus on promoting micro-entrepreneurship, Oriflame continues to foster a positive impact on society while leading the charge for clean beauty.