Swedish direct selling beauty brand Oriflame has appointed Frederic Widell as the Vice President and Head of South Asia & Managing Director India, effective from August 1, 2018. He would be succeeding Sergei Kanashin.

Frederic has been associated with Oriflame in the past. He worked for the company for nearly a decade and headed four different key markets like Sri Lanka, Vietnam, India and Indonesia. He has also worked as a VP & Head in the former Asia Pacific region for the Swedish brand.

Now in his current role, Frederic will look after the operations in India and will be responsible for accelerating growth for the business in the concerned geographies.

Speaking about the new opportunity Frederic expressed his joy and said, "My heart has always belonged to Oriflame and it’s quite impressive to see how the brand has established its position keeping alive its core values. Much of the brand's vital philosophies are reflected in its business success. I am looking forward to steering the India business ahead and making this iconic brand further achieve its full potential."

"Frederic had left the company in 2013 to explore other opportunities and add diverse experiences to his profile in new environments. Now, he now joins Oriflame with a more robust and powerful vision which has been enriched through his other assignments,” said the company in a statement.

Frederic replaces Sergei Kanashin who had worked with the Swedish brand for almost 26 years and had spearheaded the India operations for the company for almost three years. Now as more than two-decade-old senior leader Sergei moves on from the company, the responsibility to steer the business in India and other South Asian markets falls on the shoulder of Frederic.