Oriflame

Oriflame is a Swedish-founded multinational beauty and personal-care company established in 1967 by brothers Jonas and Robert af Jochnick together with Bengt Hellsten. The business developed around a direct-selling model: beauty products are promoted and sold to consumers through independent Oriflame Brand Partners, supported by catalogues, personal recommendations, digital commerce, and local social-selling networks. Its portfolio spans skincare, colour cosmetics, fragrances, body care, hair care, wellness, and related personal-care products. The company presents itself as a beauty brand with a Scandinavian heritage and an emphasis on nature-inspired formulations, product development, and entrepreneurship. Its commercial model has historically enabled independent sellers to build customer relationships and earn from product sales, while the company has increasingly combined person-to-person selling with online ordering and digital tools. Reference material describes a portfolio of approximately 1,000 products and a presence in more than 60 countries, although operating figures can change over time. Oriflame has a corporate headquarters in Schaffhausen, Switzerland, and a registered office in Stockholm, Sweden. Its manufacturing and supply network has included facilities or production activity in India, Russia, Poland, and China. India has been identified as a significant manufacturing location, with plants in Noida and Roorkee. The company has also operated through regional organizations and independent sellers rather than relying solely on conventional retail distribution. The company has experienced several ownership and governance changes. Industri Kapital, now known as IK Partners, acquired Oriflame through a public offering in 1999 and gradually exited by 2006. Oriflame shares subsequently traded on Nasdaq Stockholm before the company was delisted on 17 July 2019. In 2023, Anna Malmhake succeeded Magnus Brännström as chief executive officer and president, ending Brännström's 18-year period in the role. Oriflame's current identity combines an established Swedish beauty heritage with international direct-to-consumer distribution. Its principal challenges include adapting direct selling to digital commerce, maintaining consistent product and regulatory standards across markets, and managing geopolitical and commercial relationships in countries where it operates. The company remains an active international beauty business, but detailed current financial and ownership information should be verified against the latest corporate disclosures. Oriflame Cosmetics Global S.A. is the Luxembourg-registered corporate entity associated with Oriflame, a Swedish-founded international beauty business. The Oriflame brand was established in 1967 and developed around a direct-selling model in which independent consultants introduce products, advise customers and build local sales communities. Its portfolio principally covers skincare, colour cosmetics, fragrances, personal care and wellness-related products. The model combines catalogue and relationship-based selling with increasingly important digital ordering, training and community tools. The legal entity identified here is not best understood as a bank or financial-services company, despite the supplied industry classification and the presence of financial-market data in some databases. Its documented business context is cosmetics and personal goods. Luxembourg is the company’s registered legal base, with the entity recorded at 24 Avenue Emile Reuter, L-2420 Luxembourg. Corporate records identify it as a société anonyme created in 2013 and currently active. It has also been connected with branch activity in Switzerland, including a Schaffhausen branch involved in consumer-goods trading and cosmetics-related wholesale activity. Oriflame’s brand proposition has historically combined accessible beauty products with an entrepreneurial opportunity for consultants. The company has promoted the ability to earn supplementary income or operate a small independent business, supported by product information, bonuses, recognition programmes and training. Its social-impact communications have particularly highlighted opportunities for women and the use of online learning alongside physical meetings. The Oriflame Foundation was established as an independent Luxembourg foundation to coordinate community investment across markets. The wider group has operated internationally rather than concentrating on one national market. Its commercial footprint has included European, Asian, African and Latin American markets, although the exact country mix and operating structure change over time. Sales and fulfilment arrangements may be handled by local Oriflame companies, branches, distributors or related group entities rather than by Oriflame Cosmetics Global S.A. alone. Oriflame should therefore be distinguished from the specific Luxembourg holding and operating entity. Public databases may show historical directors, capital information, branches and group relationships under slightly different names, including Oriflame Global SA and an earlier ORI-Flame spelling. Those records document the corporate vehicle, while the consumer-facing brand remains Oriflame. Available reference material does not establish a current chief executive for this exact entity, nor does it provide sufficiently reliable current financial figures. The company is active, but its current ownership and governance should be verified against the latest Luxembourg corporate filings and official group disclosures. Oriflame Cosmetics Global S.A. is the Luxembourg-registered corporate entity associated with the Oriflame group. It was created in 2013 as a société anonyme, registered at 24 Avenue Emile Reuter, L-2420 Luxembourg, under registration number B176162 and LEI 549300R51E6Q60VCGI32. It has also been connected with branch activity in Switzerland, including a Schaffhausen branch involved in consumer-goods trading and cosmetics-related wholesale activity. Corporate records describe changes of name, management and registration between 2014 and 2023, including the forms Oriflame Cosmetics Global SA and ORI-Flame Cosmetics Global SA. Oriflame joined the United Nations Global Compact in 2009, and its communications referred to responsible business conduct, environmental impact reduction and community investment. The Oriflame Foundation, described as an independent Luxembourg foundation established by Oriflame Cosmetics S.A., was intended to coordinate community activities across markets. A 2013 communication reported that the group distributed more than €350 million to consultants that year; this historical figure relates to the wider Oriflame business and is not a current financial measure for the Luxembourg entity.

Oriflame began in Sweden on 1 January 1967, founded by Jonas af Jochnick, Robert af Jochnick, and Bengt Hellsten. From its beginning, the company pursued a direct-selling approach to beauty products rather than depending primarily on conventional department stores or specialist retail chains. Independent sellers introduced products to customers through personal relationships and sales materials, creating a distribution system that could reach markets where organized beauty retail was less developed. The company expanded internationally and built a broad portfolio covering skincare, makeup, fragrance, body care, hair care, and wellness. Its brand proposition combined Swedish origins with nature-inspired product development and the opportunity for independent sellers to establish their own beauty businesses. Over time, catalogues and face-to-face selling were supplemented by websites, online ordering, social media, and digital tools for Oriflame Brand Partners. Oriflame's corporate structure and ownership changed as the business grew. Industri Kapital, subsequently known as IK Partners, acquired the company through a public offering in October 1999. IK reduced its holding over the following years and completed its exit in March 2006. Oriflame later traded on the Nasdaq Stockholm exchange, but its shares were delisted on 17 July 2019. The delisting marked a major change in the company's public-market status, although the operating beauty business continued. The company developed manufacturing and sourcing capabilities across several countries. Reference material identifies two Indian manufacturing plants, in Noida and Roorkee, and also describes production in Russia, Poland, and China. Oriflame has operated in more than 60 countries and has been associated with millions of independent brand partners, although the precise number of employees, sellers, countries, and annual turnover varies by reporting period. In 2023, Anna Malmhake became chief executive officer and president, succeeding Magnus Brännström, who had held the position for 18 years. The same year, Oriflame entered into a collaboration with Arnest Management LLC concerning the Russian cosmetics business and the acquisition of Cetes Cosmetics Russia. This development illustrates the importance and complexity of regional manufacturing, distribution, and ownership arrangements to the company's international operations. Oriflame's history is therefore defined by three linked developments: the international scaling of a Swedish beauty concept, the use of independent direct sellers as a core route to market, and the gradual digitization of that model. Its ongoing performance depends on product innovation, seller engagement, online conversion, supply-chain execution, and the ability to operate within differing regulatory and geopolitical environments. Oriflame was founded in Sweden in 1967 and grew through a direct-selling structure centred on independent beauty consultants. Rather than relying only on conventional department stores or standalone cosmetics shops, the company used personal recommendations, catalogues, local meetings and consultant networks to reach customers. This approach supported expansion into markets where organised retail distribution was less developed and created a commercial identity linking beauty consumption with small-business participation. Over time, the brand broadened its assortment beyond basic cosmetics. Skincare became a major category, complemented by makeup, fragrances, personal care and wellness products. The company’s international operating structure developed through local subsidiaries, branches and related entities, while central corporate companies supported brand management, product development, supply, finance and group administration. The Luxembourg entity covered by this dossier was created in 2013 and is registered as a société anonyme. Corporate records place it at 24 Avenue Emile Reuter in Luxembourg and identify it by registration number B176162 and LEI 549300R51E6Q60VCGI32. The legal entity has also appeared in Swiss records through a branch in Schaffhausen. Publications describe changes of name, management and corporate registration between 2014 and 2023, including the use of the forms Oriflame Cosmetics Global SA and ORI-Flame Cosmetics Global SA. These records indicate that the entity or its branches have participated in cross-border consumer-goods and cosmetics trading activities. They should not automatically be read as evidence that every Oriflame product or market is operated directly by this Luxembourg company. Oriflame’s business model has increasingly incorporated digital tools. Online ordering, electronic catalogues, virtual training and social-media communication have supplemented the traditional consultant relationship. Corporate responsibility materials describe consultant training, bonus and recognition systems, and a stated aim of helping people earn supplementary income or operate their own businesses. A 2013 communication reported that the group distributed more than €350 million to consultants that year; this historical figure relates to the wider Oriflame business and is not a current financial measure for the Luxembourg entity. Social and environmental responsibility has also formed part of the group’s public identity. Oriflame joined the United Nations Global Compact in 2009, and its communications referred to responsible business conduct, environmental impact reduction and community investment. The Oriflame Foundation, described as an independent Luxembourg foundation established by Oriflame Cosmetics S.A., was intended to coordinate community activities across markets. The company’s corporate status differs from the former stock-market identity sometimes associated with Oriflame. The references supplied for this specific company describe it as privately held and active, while historical public-market information may relate to another group entity or an earlier ownership period. Accordingly, this dossier classifies Oriflame Cosmetics Global S.A. as an active subsidiary or group corporate entity rather than as a currently listed standalone brand. Current shareholder, executive and financial information requires confirmation from up-to-date official filings. Oriflame Cosmetics Global S.A. is the Luxembourg-registered corporate entity associated with the Oriflame group. It was created in 2013 as a société anonyme and is registered at 24 Avenue Emile Reuter, L-2420 Luxembourg, under registration number B176162 and LEI 549300R51E6Q60VCGI32. The entity has also appeared in Swiss records through a branch in Schaffhausen. Publications describe changes of name, management and corporate registration between 2014 and 2023, including the use of the forms Oriflame Cosmetics Global SA and ORI-Flame Cosmetics Global SA. These records indicate that the entity or its branches have participated in cross-border consumer-goods and cosmetics trading activities. They should not automatically be read as evidence that every Oriflame product or market is operated directly by this Luxembourg company.

• 2023

  Leadership transition

  [1]Oriflameen.wikipedia.org

  Anna Malmhake succeeds Magnus Brännström as CEO and president.

• 2023

  Russian business collaboration

  [1]Oriflameen.wikipedia.org

  Oriflame signs a collaboration contract with Arnest Management LLC involving Cetes Cosmetics Russia.

• 2023

  Swiss branch registration activity documented

  [7]Oriflame Cosmetics Global S.A. Schaffhausen branchyellowpages.swiss

  A Schaffhausen branch of the Luxembourg company appeared in Swiss commercial-register records as an active consumer-goods trading operation.

• 2019

  Nasdaq Stockholm delisting

  [1]Oriflameen.wikipedia.org

  Oriflame is delisted from Nasdaq Stockholm on 17 July.

• 2014

  Capital and governance entries recorded

  [5]Oriflame Cosmetics Global SA, Luxembourg — North Datanorthdata.com

  Luxembourg and Swiss corporate publications recorded capital and board changes connected with the global entity and its branch structure.

• 2013

  Luxembourg entity created

  [6]Oriflame Cosmetics Global S.A. LEI recordlei-lookup.com

  Oriflame Cosmetics Global S.A. was created as a Luxembourg société anonyme and registered under RCS B176162.

• 2013

  Consultant and community programme reported

  [4]Oriflame Communication on Progress 2013unglobalcompact.org

  The group's UN Global Compact communication described consultant training, income opportunities and the role of the Oriflame Foundation in coordinating community investment.

• 2009

  Joined the United Nations Global Compact

  [3]Oriflame Cosmetics Global S.A. — United Nations Global Compact participant profileunglobalcompact.org

  Oriflame became a participant in the UN Global Compact, linking its public responsibility programme with principles covering business conduct, society and the environment.

• 2006

  IK completes its exit

  [1]Oriflameen.wikipedia.org

  Industri Kapital gradually reduces its ownership and completes its exit from Oriflame in March.

• 1999

  Industri Kapital acquires Oriflame

  [1]Oriflameen.wikipedia.org

  Industri Kapital acquires Oriflame through a public offering on the London Stock Exchange.

• 1967

  Oriflame is founded in Sweden

  [1]Oriflameen.wikipedia.org

  Jonas af Jochnick, Robert af Jochnick, and Bengt Hellsten establish Oriflame on 1 January. The Oriflame beauty business was established in Sweden and began developing the direct-selling model that became central to its international expansion.

International, nature-inspired beauty and personal-care brand combining Scandinavian heritage, direct selling, independent entrepreneurship, and digital commerce. Accessible international beauty products combined with relationship-based social selling and an independent-consultant business opportunity.

• Skincare

  NovAge

  NovAge is a skincare line positioned around age-conscious routines and targeted facial care. The range is associated with cleansers, treatments, moisturizers, and other products intended to support structured daily skincare. Specific formulations and products may vary by market and product generation.

• Skincare

  Optimals

  Optimals is an Oriflame skincare range designed for everyday facial-care routines. It has included products addressing hydration, cleansing, balancing, and other common skincare needs. Availability and formulation details differ across countries and catalogues.

• Makeup and fragrance

  Giordani Gold

  Giordani Gold is a premium-oriented Oriflame line spanning colour cosmetics and fragrance. The collection is intended to provide a more elevated expression within the brand portfolio, with products and presentations that vary according to local market launches.

• Beauty and personal care

  Skincare

  Skincare is one of Oriflame's core product areas, spanning everyday cleansing, moisturising and treatment-oriented products. The category supports the brand's consultant-led selling model because products can be recommended according to customers' routines and needs. Specific ranges and formulations vary by market and catalogue period.

• Makeup

  Colour cosmetics

  Oriflame's colour-cosmetics assortment includes makeup products intended for the face, eyes and lips. These products extend the brand beyond skincare and are suited to catalogue, personal demonstration and online consultation formats. Product names and availability differ across national markets.

• Beauty and personal care

  Fragrances

  Fragrance is a longstanding part of Oriflame's beauty portfolio. The category includes perfumes and related scent products marketed through consultant recommendations and the company's catalogue and digital channels. The available assortment is market-specific and changes over time.

• Personal care

  Personal care and wellness

  The broader portfolio includes personal-care and wellness-oriented products, allowing consultants to serve customers beyond facial skincare and makeup. These lines complement Oriflame's positioning as a broader beauty and lifestyle company, although detailed current ranges are not established by the supplied sources.

• 2023

  Collaboration involving Arnest and Cetes Cosmetics RussiaM&A

  Background

  Oriflame entered into a contract with Arnest Management LLC, a Russian producer of perfume, cosmetics, and household products.

  Action taken

  The arrangement provided for Arnest to acquire Cetes Cosmetics Russia.

  Aftermath

  The transaction changed the ownership and collaboration framework surrounding part of Oriflame's Russian cosmetics activities.

  Source

• 2019

  Delisting from Nasdaq StockholmOther

  Background

  Oriflame had traded publicly on Nasdaq Stockholm after earlier ownership changes involving Industri Kapital.

  Action taken

  The company's shares were delisted on 17 July 2019.

  Aftermath

  Oriflame continued operating as an international beauty company, but its shares were no longer traded on Nasdaq Stockholm.

  Source

• 2013

  Expanded digital training and consultant supportStrategy

  Background

  The company described direct selling as an entrepreneurial opportunity and identified online training as an important complement to physical meetings.

  Action taken

  Oriflame developed and implemented electronic versions of consultant training courses and continued using bonuses, recognition and community programmes to support its sales network.

  Aftermath

  The initiative reflects the group's shift toward a blended model combining personal selling, local networks and digital tools.

  Source

• 2026.08.14

  Reported2026.08.14

  Oriflame appoints Kenneth Benaim Campbell as CEO[8]Oriflame任命Kenneth Benaim Campbell为首席执行官afaqs.com

  Oriflame, the Swedish beauty and wellbeing brand, announced the appointment of Kenneth Benaim Campbell as chief executive officer, effective immediately. He succeeds Anna Malmhake, who stepped down after three years as CEO and president.

Read more

1. 1Oriflameen.wikipedia.org
2. 2Oriflame Cosmetics official websiteoriflame.com
3. 3Oriflame Cosmetics Global S.A. — United Nations Global Compact participant profileunglobalcompact.org
4. 4Oriflame Communication on Progress 2013unglobalcompact.org
5. 5Oriflame Cosmetics Global SA, Luxembourg — North Datanorthdata.com
6. 6Oriflame Cosmetics Global S.A. LEI recordlei-lookup.com
7. 7Oriflame Cosmetics Global S.A. Schaffhausen branchyellowpages.swiss
8. 8Oriflame任命Kenneth Benaim Campbell为首席执行官afaqs.com
9. 9Oriflame appoints Kenneth Benaim Campbell as CEOretail.economictimes.indiatimes.com