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Oriflame

From Wikipedia, the free encyclopedia

Oriflame Holding AG
TypePrivate
IndustryDirect selling
Founded1 January 1967
Founders
Headquarters
Key peopleKenneth Campbell (CEO)
Alexander af Jochnick
Products
Revenue561M
Number of employees
3000
Websiteoriflame.com

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 Beauty Entrepreneurs and members.[1]

History

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Oriflame was founded on 1 January 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 registered offices in Stockholm, Sweden and London, United Kingdom.

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]

At the end of 2024, the company announced that it had successfully completed its comprehensive recapitalisation, with the overwhelming support of the af Jochnick family and investors representing more than 90% of the Company’s bondholders. The recapitalisation included €71.5m in new capital, comprising €50m of committed financing and an additional facility of €21.5m, from the af Jochnick family and a consortium of long-term investors.[6]

In 2025, Oriflame announced that Anna Malmhake had decided to step down as CEO, succeeded by Kenneth Campbell, a former senior executive from L'Oreal[7]

Operations

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The company has[when?]approximately 3,000 employees, 1,000 products, and a turnover of over 561 Million Euro.[8] As of August 2026, Oriflame operated in more than 60 countries, with a community of more than 3 million Oriflame Beauty Entreprenuers and members.[9]

In 2023, Oriflame signed a collaboration contract with Arnest Management LLC (Arnest) a perfume, cosmetic, and household products manufacturer from Russia[10] to acquire Cetes Cosmetics Russia.

In 2025, Oriflame announced a new sourcing strategy to move production to a number of high-end partners both in Europe [11] and in India [12] The company retains manufacturing operations in China.

References

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  1. ↑ "Oriflame Cosmetics AG". www.corporate.oriflame.com. Retrieved 19 October 2022.
  2. ↑ "Oriflame India @ 25 A Beautiful Journey". outlookindia.com. 10 December 2020. Archived from the original on 10 December 2020.
  3. ↑ "Oriflame I Private Equity Investment I Mid Cap I IK Partners". IK Partners. Retrieved 14 October 2024.
  4. ↑ "Oriflame". investors.oriflame.com. Retrieved 28 February 2023.
  5. ↑ "Press releases | Oriflame".
  6. ↑ simonoriflame (23 December 2025). "ORIFLAME COMPLETES RECAPITALISATION AND SECURES STRATEGIC INVESTMENT TO FUND NEXT STAGE OF GROWTH". Oriflame Corporate Site. Retrieved 30 September 2026.
  7. ↑ "Oriflame appoints Kenneth Benaim Campbell as Chief Executive Officer". Oriflame Corporate Site. 13 August 2026. Retrieved 30 September 2026.
  8. ↑ "CareerCenter". www.careercenter.am. Retrieved 21 August 2022.
  9. ↑ "Oriflame: Inspired by Nature, Powered by Science". Direct Selling News. 3 August 2020. Archived from the original on 17 October 2020. Retrieved 18 August 2020.
  10. ↑ "Oriflame Sells Russian Manufacturing Unit - Direct Selling News". www.directsellingnews.com. 28 April 2023. Retrieved 11 May 2023.
  11. ↑ simonoriflame (9 January 2025). "Oriflame announces new production strategy for cosmetics offering". Oriflame Corporate Site. Retrieved 30 September 2026.
  12. ↑ simonoriflame (23 July 2026). "Oriflame Announces Strategic Manufacturing Partnership with Akums in India". Oriflame Corporate Site. Retrieved 30 September 2026.
[edit]
  • Official website
  • Wikimedia Commons logo Media related to Oriflame at Wikimedia Commons
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