We have Anna Malmhake in this part of “Leadership Unplugged”. Anna began her journey with Oriflame Cosmetics as a Board Member. Then in June 2023, she was appointed as the company’s Chief Executive Officer.
Could you tell us about your education?
I hold a Bachelor’s degree in Business Administration from Stockholm University. What attracted me to business studies was the opportunity to understand how organizations work and, perhaps even more importantly, how people make decisions. Looking back, that interest in people has been a common thread throughout my career.
What was your childhood dream?
As a child, I wanted to become either an archaeologist or a lawyer. They may sound like very different professions, but for me they had something important in common: both are fundamentally about people. Archaeologists uncover human stories from the past, while lawyers help navigate human relationships and decisions in the present. Even then, I was fascinated by what motivates people and how they behave.
What were your past experiences before your current role?
I have worked for several international US companies: Procter & Gamble, The Coca-Cola Company, Motorola and Activision Blizzard. I also worked for 15 years in premium spirits, with the French group Pernod Ricard.
What I value most about this journey is the diversity of experiences it has provided. From consumer goods and beverages to technology, gaming and luxury brands, each industry has taught me something unique about consumers, community, innovation and building strong businesses and brands.
What do you consider the main factor behind your career success?
My interest in human behavior has undoubtedly been one of the most important factors. I have always been curious about what drives people, what they value and how they make choices. That curiosity is incredibly useful when working with consumer products and brands. Another important aspect is that I have genuinely enjoyed the products and businesses I have worked with. It is much easier to be passionate, committed and authentic when you truly believe in what you are representing. And yes, that certainly includes Irish whiskey.
What has been your most inspiring moment?
Without question, meeting people who choose to build a business of their own. I am constantly inspired by our community of Oriflame Beauty Entrepreneurs.
Many have started with very little and have created opportunities for themselves, their families and their communities through determination and hard work. Their stories remind me that entrepreneurship is about much more than earning an income. It is about confidence, independence and the ability to shape your own future. Seeing this transformation is deeply inspiring and, in many ways, a celebration of human ingenuity and resilience.
Your hobbies?
I have quite diverse hobbies, which tends to surprise people. I love gaming, I love knitting and I enjoy weight training.
What these activities have in common is that they each challenge me in different ways. Gaming encourages strategic thinking and problem-solving, knitting requires patience and creativity, while weight training teaches discipline and consistency. Together, they provide a good balance and help me switch off from work.
How would you describe being a direct seller to an outsider?
I would describe a successful direct seller as a self-starter; someone who enjoys taking initiative and building something of their own. They are entrepreneurial, resilient and motivated by making a difference in their own lives and in the lives of others.
In many ways, the qualities are very similar to those you find among startup founders. They are people who are comfortable creating opportunities rather than waiting for them and who are passionate about turning ambition into action.
What is your biggest achievement in your current position?
One of the achievements I am most proud of is Oriflame’s transition from in-house production to strategic collaboration with world-class third-party suppliers.
This has been an important transformation for the company because it gives us access to broader expertise, greater flexibility and the ability to innovate even faster. Ultimately, it helps us bring exciting products and solutions to the Oriflame Beauty Entrepreneurs and customers more effectively than ever before.
And your biggest challenge in a direct selling company executive role?
Finding enough time. Direct selling is fundamentally a relationship-driven business, and one of the most rewarding aspects of my role is meeting people throughout our global community. Every conversation provides new insights, ideas and inspiration.
My challenge is that there are always more people I would like to meet and more stories I would like to hear. Sometimes I wish I could be in three places at once so that I could spend even more time listening to and learning from our Beauty Entrepreneurs around the world.
What would be your best advice to those who are thinking of joining a direct sales company in a corporate position?
Make sure you enjoy people and relationships at least as much as you enjoy numbers.
Of course, business performance, strategy and analytics are all important. But direct selling is ultimately a people business. Success comes from understanding what motivates individuals, building trust and creating long-term relationships. If you are energized by people as much as by business results, you will find this industry both rewarding and inspiring.
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