Oriflame Cosmetics Executive and Leadership Team

Queen Shangali, the Chief Executive Officer at Oriflame Cosmetics, directs the overarching strategic vision for the global beauty enterprise. Overseeing the integration of Swedish, nature-inspired product innovation with international market demands, the Chief Executive Officer ensures consistent brand alignment across all regions. Queen Shangali manages high-level relationships with the Board to drive long-term profitability and sustainable growth. By prioritizing digital transformation within the direct-selling model, the Chief Executive Officer optimizes operational efficiency across diverse territories. This leadership role involves constant evaluation of market trends to maintain a competitive edge in the cosmetics industry. Through rigorous oversight of corporate initiatives, the Chief Executive Officer secures the company's position as a leader in ethical beauty. Ultimately, Shangali fosters a culture of excellence that supports the expansion of the global beauty network while maintaining the core values of the organization.

Sonia Ben Ayed Sghir, the Chief Financial Officer at Oriflame Cosmetics, manages the fiscal health and capital allocation strategies for the global beauty provider. Overseeing financial reporting, risk management, and budgetary planning, the Chief Financial Officer ensures the company maintains robust liquidity to support international operations. Sonia Ben Ayed Sghir coordinates with regional finance teams to monitor performance metrics across diverse markets, ensuring compliance with international accounting standards. By implementing advanced financial modeling, the Chief Financial Officer identifies opportunities for cost optimization and revenue growth within the direct-selling framework. This leadership role requires precise analysis of market volatility to protect the company's assets. Through strategic investment in supply chain infrastructure, the Chief Financial Officer supports the delivery of nature-inspired products to a global customer base. Ultimately, Sghir provides the financial stability necessary for the organization to pursue ambitious expansion goals.

Van Thinh, the Diamond President at Oriflame Cosmetics, drives the growth of the independent beauty entrepreneur network across key international markets. Overseeing the recruitment, training, and retention of high-performing sales leaders, the Diamond President ensures the effective distribution of Swedish, nature-inspired beauty products. Van Thinh develops scalable training programs that empower entrepreneurs to maximize sales performance and build sustainable businesses. By analyzing regional market dynamics, the Diamond President identifies emerging opportunities for expansion and implements localized sales strategies. This leadership role involves close collaboration with regional managers to align field activities with corporate objectives. Through the cultivation of strong professional relationships, the Diamond President fosters a high-engagement culture that directly impacts revenue generation. Ultimately, Thinh secures the company's market presence by strengthening the direct-selling ecosystem and ensuring consistent brand representation across all operational territories.

Rawia Afifi, the President & Director at Oriflame Cosmetics, oversees corporate governance and the execution of long-term operational objectives. Directing the alignment of internal policies with the company's mission of providing nature-inspired beauty products, the President & Director ensures organizational integrity across all global functions. Rawia Afifi manages the interface between executive leadership and the Board, facilitating transparent communication and strategic decision-making. By monitoring the effectiveness of corporate programs, the President & Director optimizes internal processes to support the company's unique direct-selling model. This leadership role involves evaluating the impact of regulatory changes on international operations and implementing necessary adjustments to maintain compliance. Through the oversight of cross-functional initiatives, the President & Director drives operational excellence and supports the achievement of key performance indicators. Ultimately, Afifi ensures the company remains agile and responsive to the evolving needs of the global beauty market.