Oriflame

Oriflame Holding AG is a Swedish-founded multinational multi-level marketing company with its corporate head office in Switzerland, that sells beauty and personal care products directly to consumers online through a network of independent sellers.^[1]

This article is about the consumer goods company. For other uses, see Oriflamme (disambiguation).

Oriflame Holding AG

Company type	Private
Industry	Direct selling
Founded	January 1, 1967
Founders	Jonas af Jochnick Robert af Jochnick Bengt Hellsten
Headquarters	Stockholm, Sweden Schaffhausen, Switzerland
Key people	Anna Malmhake (CEO) Alexander af Jochnick (Chairman)
Products	Skincare Cosmetics Fragrances
Revenue	€1.5 billion
Number of employees	6000
Website	oriflame.com

History

Oriflame was founded on January 1, 1967, in Sweden by brothers Jonas af Jochnick and Robert af Jochnick, and their friend Bengt Hellsten.^[2] The head office of Oriflame is located in Schaffhausen, Switzerland, with a registered office in Stockholm, Sweden.

IK Partners (Formerly Industri Kapital) acquired Oriflame through a public offering on the London Stock Exchange in October 1999. IK gradually reduced its stake, before final exit in March 2006.^[3] Oriflame was traded on the Nasdaq Stockholm until being delisted on 17 July 2019.^[4]

In 2023, Anna Malmhake succeeded Magnus Brännström as CEO & President after Brännström's 18-year tenure.^[5]

In August 2022, Oriflames Marcus Fogel (Senior Director of Global Digital Services) worked alongside PayU CEO, Mario Shiliashki to work out a 21-day payment plan for buyers of Oriflames online products.^[6]

In 2023, Oriflame signed a collaboration contract with Arnest Management LLC (Arnest) a perfume, cosmetic, and household products manufacturer from Russia.^[7] Part of the contract was that Arnest would be acquiring Cetes Cosmetics Russia.^[7]

Operations

The company has^[when?] approximately 6,000 employees, 1,000 products, and a turnover of over 1.3 billion Euro.^[8] As of August 2020, Oriflame operated in more than 60 countries, where its beauty products were marketed by over 3 million Oriflame Brand Partners.^[9]

Oriflame has two Indian manufacturing plants in Noida and Roorkee.^[10][11] It also manufactures products in Russia, Poland, and China.^[12]

Sustainability Initiatives

Oriflame has committed to sustainability by integrating environmentally responsible practices into its operations.

• Biodegradable Products – In 2023, 95% of all rinse-off products launched were formulated to be biodegradable, with a target of reaching 100% by 2025.^{[13][self-published source]}

• Recycled Materials – Over 500 tonnes of recycled plastic and glass were incorporated into product packaging in 2023.^{[14][self-published source]}

• Renewable Energy – Oriflame sources 100% renewable electricity for all warehouses, offices, and production sites.^{[15][self-published source]}

Product Innovations

• NovAge Skincare Line – Launched in 2015, NovAge features patented skincare technologies to address various skin needs.^{[16][self-published source]}

• Ecobeauty Line – Introduced in 2011, Ecobeauty became the first global cosmetics range to partner with Fairtrade®, Ecocert®, the Vegan Society™, and FSC® for sustainability and ethical sourcing.^{[17][self-published source]}

Research & Development

• Bio Boost Technology – A patented skincare innovation developed through AI-driven research, Bio Boost Technology enhances skin’s structural components and is exclusive to Oriflame.^{[18][self-published source]}

Social Responsibility & Ethical Commitments

• Oriflame Foundation – The Oriflame Foundation supports charities focused on education, health, and women’s empowerment in markets where the company operates.^{[19][self-published source]}

• Responsible Mica Initiative – Since 2017, Oriflame has been a member of the Responsible Mica Initiative, working to improve ethical sourcing and eliminate child labor in the mica supply chain.^{[20][self-published source]}