Overview, company details, product information, news, events, rankings and Consultant listings for Oriflame USA.
Oriflame was founded in Stockholm, Sweden, in 1967 by brothers Jonas and Robert af Jochnick and their friend Bengt Hellsten. The company built its business around Swedish-inspired beauty products sold through independent representatives, later described as Beauty Consultants, Beauty Entrepreneurs, and Members.
Oriflame remains active as a large international social-selling company. Its current product categories include skin care, wellness, fragrance, color cosmetics, personal care, hair care, and beauty/fashion accessories. In 2025, Oriflame reported sales in more than 60 countries, more than 1.5 million Beauty Entrepreneurs and Members, and annual sales of â'¬560.9 million, down 7% from â'¬604.2 million in 2024.
The company still uses a network-marketing/social-selling model. Its products are marketed through Beauty Entrepreneurs using online ordering, mobile tools, sharing apps, referral technology, training, and community-based selling. Oriflame's 2025 report described the company as continuing with its "Network Marketing business model" and said nearly all orders are now placed online.
Oriflame went private in 2019 after the af Jochnick family's Walnut Bidco offer and was delisted from Nasdaq Stockholm on July 17, 2019. The company later completed a major recapitalization in December 2025, including a strategic investment of â'¬71.5 million and a debt reduction of roughly â'¬500 million, while the af Jochnick family remained the main shareholder.
Adolf Jochnick
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STOCKHOLM, Jul 11, 2012 -- Oriflame, one of Europe's leading beauty brands, today announced that its successful partnership with the WTA (Women's Tennis Association) is now to be global. The sponsorship, which previously covered Europe, Russia and the Commonwealth of Independent States, the Middle East and Africa is now expanded to include the Americas and Asia-Pacific. Oriflame has been the of...
5 Oriflame workers have been detained by Iranian authorities after the company's Tehran operations were shut down with Tehran alleging fraud and Oriflame's claims that the authorities disliked female employees filling certain roles.Iran's commerce and culture ministries dubbed the company illegal last week in addition to blocking its local Internet site. Oriflame maintains that Iran's actions a...
Announcement Oriflame Cosmetics will publish its report for the first half-year 2010 at 07.15 CET on Wednesday, 11 August.Conference call for the financial community The company will host a conference call on Wednesday, 11 August at 10.30 CET.Participant access numbers: Sweden: +46 (0)8 506 269 00 UK: +44 (0)207 750 9905 US: +1 703 621 91 32 Luxemburg: +352 273 021 94 Switzerland: +4...
Alcan Packaging Beauty developed Oriflame's new product range 'OPTIMALS Event Out™ Dark spot fading concentrate' and its 'Time Reversing Restoring Eye Cream'.For The 'OPTIMALS Event Out™ Dark spot Fading Concentrate, Alcan Packaging Beauty proposed a 16 mm Artist Roll' on ™. This plastic roll-on applicator is a perfect solution for all local applications and specific treatments. Above all, ...
In the second half of 2009 Oriflame Cosmetics Ukraine DP introduced Wellness, a new line of business consisting of dietary supplements and slimming products. If this line is successful, an increasing number of players amongst well-known companies are expected to enter slimming products. Previously, in the 1990s, slimming products was compromised with low-quality brands, and Ukrainians do not trust...
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