Oriflame announced the appointment of Robert Bensoussan to the role of Chairman. Bensoussan brings significant experience scaling and reshaping premium consumer brands and led a rapid international expansion for Jimmy Choo, where he served as CEO.

Bensoussan succeeds Alexander af Jochnick, who will remain on the board as a member.

“I am delighted to welcome Robert as Chairman at this pivotal moment for Oriflame,” af Jochnick said. “Having secured the terms of the recapitalization of the company, we are focused on delivering the operational transformation and continuing to serve our Beauty Entrepreneur community worldwide. The af Jochnick family remains fully committed to Oriflame and I look forward to working with Robert and the Oriflame board as we guide the company through this next chapter.”

Bensoussan described joining Oriflame during this season “when the foundations for a sustainable future are being reset” as a “privilege” and expects a collaboration with the company’s leadership will return Oriflame to consistent growth that builds on the company’s “legacy of inspiring, empowering and supporting entrepreneurial people all over the world.” This appointment will become effective after the completion of the recapitalization transaction, expected later this year.

“Today marks the beginning of a new chapter in Oriflame’s story,” said Anna Malmhake, Oriflame CEO.  “Our recapitalization, backed by the af Jochnick family and long-term European investors, gives us a stable platform and a de-levered balance sheet, so we can focus on our transformation plan. I’m excited to partner with Robert to continue our legacy of innovation and help our Beauty Entrepreneur community thrive. I am confident that, with Robert and the board, we can turn this momentum into consistent, sustainable growth.”