Sales: $1.4 billion
Jonas and Robert af Jochnick, founders; Magnus Brännström, CEO and president; Michael Cervell, SVP-group strategy and business development; Thomas Ekberg, SVP and head of global business area Asia; Johan Rosenberg, SVP and head of global business areas CIS and Latin America; Antonia Simon-Stenberg, VP-sustainability and quality management; Alexandra de Greck, VP-product marketing; Elena Aylott, VP-global employee experience; Emma Hågemo, VP-R&D
Skin care, personal care, beauty, fragrance and wellness products
Ecollagen Wrinkle Power, Love Nature sheet masks, NovAge the Neck & Décolleté Advanced Sculpting Serum, Men High Definition Shaving Gel and Soothing Aftershave Gel, Aqua Glow Ceramosides and Lingonberry dietary supplement drink, Giordani Gold OnColour color cosmetics, Metamorphosis Foundation, Magnifying Metal Lash Mascara, Bronzing Pearls (relaunch); Magnetista EDP, Glacier Fire, Dare to Shine, Radiant Rose Collection, GG Essenza Sensuale, Eclat Style Parfum, North For Men Urban collection, Feel Good toiletries and shower products
Comments: Oriflame’s sales fell 2% in 2019, its last year operating as a public traded company. A year ago Walnut Bidco Plc acquired nearly 98% of the company.
In 2019, Oriflame said results were impacted by performance in Asia and Turkey, offset by positive development in Latin America, Europe, Africa and CIS. Local currency sales increased 11% in Latin America, 4% in CIS and 1% in Europe & Africa but decreased 15% in Asia and Turkey.
All told, Oriflame is present in more than 60 markets, including markets operated by franchisees.
Magnus Brännström, CEO and president called 2019 “another year with mixed performance for Oriflame, where the challenges in some of the markets in Asia and Turkey remained difficult throughout the year, while the positive development in many of our other geographical areas to a large extent balanced the overall impact on the group.”
Oriflame has approximately 100 scientists who work in Dublin and Stockholm, and its products are manufactured at its own facilities in China, India, Poland and Russia, or by third-party manufacturers. Approximately 60% of the products are manufactured in-house.
In 2019, skin care represented 28% of sales, followed by fragrances (19%), personal care (19%) and wellness (13%)—up from 6% for 2015.
The company’s online revenue stream continues to grow. In 2019, 96% of global orders were placed online as compared to 38% in 2008. Even more telling of the shift in consumer shopping behavior is that 55% of orders came through a mobile device, according to Oriflame.