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Brand Description

We want our people to act and fulfil their dreams through their employment with us. Every day, we aim to deliver excitement, a sense of connection, a challenge and the acknowledgment of being truly needed. Working at Oriflame means being in a global company defined by a dynamic culture, meaningful work and professional growth. As an employer we demand a lot of our people, but we also empower them to live up to their challenges, to use and foster an entrepreneurial spirit of Togetherness, Spirit and Passion to deliver Beauty by Sweden. Founded in Sweden 1967, we are a social selling beauty company present in over 60 countries around the world. We have a different and holistic view on beauty – Beauty by Sweden. For us beauty is a way of life; to be healthy, enjoy beautiful skin and to find your personal expression. Our portfolio of nature-inspired beauty products powered by science are marketed through approximately 3 million Independent Oriflame Brand Partners. We are a community of people, passionate about beauty and fulfilling dreams. Enabling people around the world to fulfil their dreams is our mission and purpose. We do it by offering a comprehensive range of skincare, make-up, personal and hair care, fragrance, accessories and nutritional products. All ingredients undergo eco-ethical screening to ensure sustainable sourcing and safety while we strive to have minimal impact on the environment. We give people a unique opportunity to build their own business through selling our products and helping others to build their business too. Quick facts:                                                                                                                                                                                                                                                                                                                   • A product range of approximately 1,000 beauty products across categories: Skin Care, Wellness, Colour Cosmetics, Fragrance, Accessories, Personal & Hair Care                                • Market operations in over 60 markets, across 11 regions                                                                                                                                                                                                                               • Global Research & Development centre with more than 100                                                                                                                                                                                                                         • Global IT development centre with more than 200 developers                                                                                                                                                                                                                     • Production units in Poland, China and India


Key Personnel

  • Magnus Brännström
    CEO and President
  • Robert af Jochnick
    Co-Founder and Board Member
  • Alexander af Jochnick
    Chairman of the Board
  • Gabriel Bennet

Yearly results

Sales: 940 Million



Sales: $940 million

Oriflame’s sales dropped 12% in 2021. Although the company saw “sequential improvements in the fourth quarter compared to the third quarter, nothing could have prepared us for what was waiting around the corner in 2022,” noted Magnus Brännström, CEO and president, in the company’s annual report.

In fact, the company’s full-year interim management statement was published on February 24, 2022—the same day the war in Ukraine started.

Oriflame’s operations in Ukraine were closed and the company said it was focused on ensuring the safety of its 115 employees in the country. By mid-March, Oriflame had suspended investments, marketing activity and training in Russia. It also suspended online sales to consumers in Russia.

For the three months ended March 31, 2022, sales in local currency declined 15% and euro sales decreased 16%.

Both Fitch and Moody’s downgraded the company in April based on the impact that the suspension of its Russian operations will have on the company.

In April, Oriflame Cosmetics formed a new independent Scientific Advisory Board (SAB) with the appointment of three researchers in the fields of health and nutrition—Dr. Claude Marcus MD PhD, Dr. Frida Fåk Hållenius PhD and Dr. Brendan Egan PhD. Marcus is a professor of pediatrics at Karolinska Institute in Stockholm. Hållenius is associate professor of molecular nutrition at Lund University, Sweden. Egan is associate professor of sport and exercise physiology at Dublin City University, Ireland. The SAB will support Oriflame’s scientists and experts by providing independent scientific advice on areas of focus and help to guide research that supports product development.


Sales: 1.3 Billion


Schaffausen, Switzerland

Sales: $1.3 billion

Oriflame, founded in 1967, is a social selling beauty company operating in over 60 markets, with a diverse portfolio of Swedish, nature-inspired, innovative beauty and wellness products sold and marketed through approximately three million Oriflame Brand Partners. Today, around 98% of all orders are placed online, according to Oriflame.

Even though sales dropped 8% in 2020, Oriflame CEO and president Magnus Brännström is hopeful for the future. He said in the company’s annual report, “2020 was indeed a challenging year on many fronts and also a successful year with only a slight decline in local currency sales, strengthened profitability and much improved cash flow. We all faced the consequences of a pandemic that has affected people and businesses around the globe. We also met challenges from strong currency head winds, altered demand and product mix, together with supply chain constraints, which impacted sales negatively in certain product categories and markets. On the other hand, our initiatives to improve the group’s profitability and cash flow clearly rendered results, and Oriflame managed to deliver stable sales in local currency with strengthened  profitability. Our strategic transformation from offline to online, which took off many years ago, equipped us well for the real acceleration in digitalization that took place last year.”

He continued, “The digital transition over the years has gone smoothly, with increased speed in 2020, and we are today a truly online social selling company. The next stage of our journey is to make sure we develop and communicate the performance of our products, with an ambition to offer a great business opportunity, combined with a healthy and sustainable lifestyle. The strategic product categories Skin Care and Wellness continued to be the largest contributors to sales—despite supply constraints and specific market challenges.”


Sales: 1.4 Billion


Sales: $1.4 billion

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.


Sales: 1.5 Billion



Sales: $1.5 billion.

There have been some big changes at Oriflame on a corporate level during the past few months. In July, the company was delisted from the Nasdaq Stockholm, where it had been trading since 2004. The delisting, which came at the request of the board, followed the buyback of the company by Walnut Bidco Plc (a new company owned by Oriflame’s founding families) in a deal valued at approximately €850 million (nearly $950 million at current exchange rates).

In its offer documentation, Walnut Bidco stated that:  “… the af Jochnick family’s plans for the future business and general strategy do not currently include any changes, and no decisions have been made with regards to Oriflame’s business model, its management or employees. Pursuant to the current view of the af Jochnick family, terms of employment will not materially change and none of Oriflame’s sites will be affected by any reorganizational measures which are directly linked to the offer. The af Jochnick family looks forward to continuing to work with the existing management team at Oriflame and further developing the company under private ownership and we remain committed to our shareholding in the company for the long-term.”

Only days before the offer was made, Oriflame co-founder Jonas af Jochnick died. Although 81 years old, he was very active, even the day before his death, according to the company. He had been a member of the company’s board, an assignment he left in 2018 when he turned 80—to have time with his many other engagements, according to the company. He and his brother Robert founded Oriflame Cosmetics 50 years ago.

“It is with great sadness that we have received the tragic information that Jonas af Jochnick has passed away. As late as yesterday, he was in the office full of enthusiasm and ideas for new projects and initiatives, and today he has left us fast and unexpectedly. He will always be a part of Oriflame’s world and values,” said Magnus Brännström, CEO of Oriflame Holding AG.

Oriflame reported that in 2019 local currency sales increased by 3% but Euro sales decreased by 3%. The firm says its future sales growth is dependent on its ability to further penetrate the markets in which it operates, with an emphasis on six strategic markets: Mexico, Russia, Turkey, India, China and Indonesia.


Sales: 1.5 Billion



Sales: $1.5 billion

Oriflame is present in more than 60 markets, including markets operated by franchisees. Six of these—Mexico, Russia, Turkey, India, China and Indonesia—have been identified as strategic markets where it will focus its resources and investments.

In the past seven years, there’s been a shift in where Oriflame’s revenues have come on a regional basis. In 2010, 56% came from Russia but in 2017, that number was just 26%. Sales from Turkey, India China and Indonesia meanwhile rose to 38% in 2017 from 13% in 2010. Greater input came from Mexico, too, (12% in 2017 compared to 6% in 2010). Revenues generated in Europe and Africa remained at about the same level.

For the three months ended March 31, 2018, local currency sales increased by 8%, which, for the most part, pleased CEO Magnus Brännström. He said, “2018 has started with a continued strong performance in Asia and Turkey, driven by high online activities, leadership development and the sales of skin care and wellness routines. I am also pleased to report a stable underlying operating profit for the quarter, despite facing significant currency headwinds.”

But according to Brännström, “Russia showed a notable slowdown during the second part of the first quarter due to both a weaker consumer offering and tougher competitive environment. The start of the second quarter has been negatively impacted by timing of catalogues in the CIS as well as conferences in most regions. We are taking measures where we meet sales challenges and remain confident in our long-term strategy,” he said.

Like many other businesses, Oriflame is seeing a surge in mobile activity. The company reported that mobile device sessions account for more than two-thirds of the total traffic that come into its apps and sites. The Oriflame app has about 960,000 monthly active users, according to the company. The share of orders placed using mobile devices continues to increase too, of which the Oriflame app accounts for around 20% globally. More than 95% of global orders are placed using digital channels, according to the company.

Oriflame has six production facilities in four countries.


Sales: 1.3 Billion



Sales: $1.3 billion

Oriflame is marking its golden anniversary this year. Brothers Jonas and Robert af Jochnick founded Oriflame in Sweden in 1967 and a member of the family remains at the helm.

“I am proud that we concluded the first 50 years of Oriflame with a strong 2016,” said Alexander af Jochnick, chairman. “We have a solid foundation and strategy for the future and I am looking forward to the journey.”

Despite challenging market and macro conditions, Oriflame returned to Euro growth, delivered double-digit local currency growth and increased profitability during 2016. The strong performance continued in the growth regions of Asia, Turkey and Latin America, and a stabilization could be seen in Europe and Africa. In CIS, Oriflame raised prices in an effort to achieve sustainable growth and improve profitability.

During the year, the company focused on five operational topics:

  • Strategic product categories;
  • Driving sustainability across the business;
  • Continuing online development;
  • Digital business transformation in the IT and finance areas; and
  • Capturing manufacturing opportunities.

Those strategic product categories include skin care and wellness, which were Oriflame’s fastest growing categories last year. Skin care is the company’s biggest segment, while Wellness Pack Woman was the best selling brand for the third year in a row. Sustainability efforts included relaunching Ecobeauty, and a focus on sourcing more sustainable materials.

Last year, Oriflame implemented a cloud-based e-commerce platform and added several apps, chief among them was Oriflame Makeup Wizard, which enables users to virtually try on Orflame’s range of products. In a related move, the company outsourced IT and financial operational services to IBM to facilitate its digital transformation. According to Oriflame, the move will bring new levels of customer focus, productivity and automation to its technology and internal processes, not to mention cost savings.

Finally, to boost production, Oriflame launched Cetes Cosmetics AG, a separate manufacturing company that will improve efficiency and capacity utilization.

These initiatives helped boost sales by 3% last year. By product category, skin care accounted for 27% of sales, followed by color cosmetics, 23%; fragrance, 20%; personal and hair care, 16%; wellness, 8% and accessories, 6%. By region, Asia & Turkey represented 44% of sales. That’s ahead of Europe and Africa, 27%; CIS, 17% and Latin America, 12%.

While some have questioned the long-term validity of the direct sales model, CEO Magnus Brännström has a decidedly different take, insisting that, in the future people “are more likely to have multiple income streams (rather) than relying on a full-time job.”

If so, Oriflame will be ready to help them get started with social selling techniques, plenty of online tools and, of course, effective products.

For the first quarter, sales rose 11% and net income soared 80%, as skin care wellness and accessories led the way. Profits got a boost from online sales and an ongoing effort to reduce manufacturing costs. By region, Latin America, Asia and Turkey all turned in strong performances, but results felt in India after the government’s demonetization policy went into effect and lower sales in CIS.

Sales: 1.3 Billion


Sales: $1.3 billion

Sales slipped a bit last year, as skin care became the company’s largest product category, accounting for 25% of sales, which ousted color cosmetics (23%). Personal and hair care represented 17%, fragrances 20%, wellness 7% and accessories 8%, according to the company.

Oriflame said during the past year it continued to experience strong performance in its key growth regions of Latin America and Turkey, Africa and Asia, while conditions in CIS remained challenging. However, Oriflame said encouraging trends could be seen in Europe.

For the three months ended March 31, 2016, sales fell 1% due to currency fluctuations.

“We are pleased with the overall local sales development during the first quarter, where sequential improvements are seen in most geographies,” said CEO Magnus Brännström, when the Q1 performance data was released earlier this year. “Asia and Turkey and Latin America continued to record double digit growth and increased profitability.”

While noting that the reversal of the previous negative sales trend in the CIS is promising, Brännström said that the situation remains uncertain with sustained external and margin improvement challenges.

“The positive sales momentum for the group has continued into the second quarter, further enhanced by some strong catalogues in April,” he said. “The underlying business and financial performance is encouraging, although we continue to be heavily impacted by persistent currency headwinds and deteriorating macro across many of our regions. Efficiency initiatives are ongoing and are delivering desired results.”

On the sustainability front, Oriflame says it has continued to take steps to implement more sustainable palm oil. In 2015, 10% of the palm oil used was mass balance certified palm oil, and the remaining share was covered by GreenPalm credits.

In October, the Swedish Initiative on Sustainable Palm Oil in Cosmetics and Detergents was launched with Oriflame as one of the co-initiators. The purpose of the initiative is to work for the transformation from using conventional palm oil and palm kernel oil to sustainable palm oil and palm kernel oil in cosmetics and detergents. The initiative is a collaboration between the Swedish Cosmetics, Detergents and Toiletries Association, retail and grocery companies and manufacturing brands.


Sales: 1.5 Billion


Sales: $1.5 billion

Sales fell 10% last year as unrest in Russia and Ukraine, and the devaluation of their currencies, put a damper on results. Local currency sales were up 1%. The good news is that Oriflame posted gains in Turkey, Africa and Asia and continued to expand in Latin America.

By region, CIS still accounted for 44% of sales last year, but that was down from 50% in 2013. Turkey, Africa and Asia (TAA) represented 25%, followed by Europe (21%) and Latin America (10%). By product category, color cosmetics accounted for 24% of sales, followed by skin care (23%), fragrances (20%), personal & hair care (18%), accessories (9%) and wellness (6%). To get back on track, Oriflame is counting on the successful implementation of its Success Plan, which was rolled out in 2014. It’s designed to improve competitiveness and secure consultants’ income opportunities by offering better incentives.

In a nod to the digital age, Oriflame expects its new platform to reach full coverage this year. The move will help harmonize cross-channel communication, support brand alignment and user experience for consultants and customers visiting Oriflame sites, and also optimize mobile access of Oriflame’s online services. A new mobile application was also launched globally to top consultants to assist business results and leadership development.

In February, Oriflame opened a factory in Noginsk, Russia that globally supplies shampoos, deodorants, liquid soaps, lipsticks and other cosmetics. To make way for the new facility, Oriflame sold manufacturing sites in Ekerö, Sweden and Krasnogorsk, Russia. The company produces about half of its cosmetic products in-house and expects to increase that percentage.

For the first quarter of 2015, sales increased 1% in local currency, but fell 6% in euro terms—not bad when your core markets are in the highly volatile CIS region. The company noted that those difficulties were somewhat balanced by strong performance in the key growth regions of Latin America, Turkey, Africa and Asia, which accounted for nearly 45% of group sales in the quarter.

While the strong growth in these regions is encouraging, we focus our strengths on getting back to sustainable growth in CIS and Europe,” said CEO Magnus Brännström.


Sales: 1.9 Billion


Sales: $1.9 billion

When your biggest markets are Russia and the Ukraine, you’re in for some rough sledding these days. That’s the case at Oriflame, which reported first quarter 2014 sales fell 14% amid the geopolitical turmoil.

“With sharply devaluating currencies and challenges of exceptional nature in our two largest markets Russia and Ukraine, there is no doubt the company is facing very tough conditions,” said Brännström. “We need to return the momentum and improve profitability in CIS and Europe while we continue to see a very positive development in Latin America, Turkey, Africa and Asia.”

That turmoil is one reason why the company redesigned its operations into four regions for 2014: Latin America, Europe (including the Baltic countries), CIS (excluding the Baltic countries) and Turkey, Africa and Asia. According to Oriflame, the reorg better reflects common challenges, opportunities and developments. In 2013, Turkey, Africa and Asia accounted for 29% of sales.

Sales slipped 6% last year, led by a 12% decline in the CIS and Baltic region. Sales in the EMEA fell 5%, as strength in Africa and stabilization in Southern Europe weren’t enough to overcome weakness in Central Europe. Sales in Latin America, however, rose 15%, as Oriflame reported gains in all five markets. Sales in Asia, too, improved, rising more than 10% due to strong sales growth in Indonesia, India and Pakistan.

By category, color cosmetics accounted for 24% of sales, followed by skin care, 21%; personal and hair care, 20%; fragrances, 20%; accessories 10% and wellness, 5%.

In November, one of the company’s main warehouses for India, located in the vicinity of New Delhi, was destroyed by fire. There were no injuries, but service levels in the Indian market were affected during the fourth quarter of 2013 and the first quarter of 2014.


Sales: 1.9 Billion



Sales: $1.9 billion

The European debt crisis and a decline in active representatives continued to impact Oriflame’s results, as sales fell 1% last year due to a 5% decline in the number of units sold, partially offset by a 4% gain in price and mix. The company had a presence in 60 countries at the end of 2012.

Sales were weakest in Eastern Europe and Russia, which is Oriflame’s largest market and accounted for 54% of sales. Specifically, sales within the Commonwealth of Independent States and Baltic region declined 4% overall, due to a 6% drop in sales in Russia. The sales force fell 13% to 1.8 million consultants.

Sales in Europe, Middle East and Africa (28% of sales) fell 1%, even as the number of representatives increased 4% to 900,000. Although sales rose in northern Africa, Romania and Hungary, weakness in southern Europe hampered results. During the year, Oriflame acquired franchise businesses in Kenya, Tanzania and Uganda.

Sales in Asia (11% of sales) rose 12%, with the biggest gains in China, India and Indonesia. The sales force rose 5% to 500,000 consultants.

Sales in Latin America (7% of sales) increased 8%, driven by gains in Mexico. The number of Oriflame consultants rose 7% to 200,000.

In its annual report, the company reiterated its long-term financial goal of achieving a 10% gain in local currency a year and an operating margin of 15%.

By product category, color cosmetics accounted for 24% of sales, followed by skin care (22%), personal care and hair care (20%), fragrances (20%), accessories (9%) and wellness (5%).

The biggest initiative of 2012 was the partnership with actress Demi Moore for product development, endorsement and marketing. The collection of color cosmetics, body care and fragrance products under the More by Demi moniker was well-received by consumers, according to the company.

First quarter 2013 sales also fell 1%, but Brännström insisted the weakness that plagued the previous six quarters was in the past as the number of representatives increased.

Oriflame is turning its attention eastward to Russia with the opening of a new group distribution center in Moscow and the CIS


Sales: 2 Billion



Sales: $2.0 billion

Sales fell just over 1% last year. By region, CIS & Baltics accounted for 56% of sales, followed by Europe, Middle East and Asia (28%), Asia (10%) and Latin America (6%). Russia is far and away Oriflame’s largest single market, accounting for more than 25% of corporate sales.

Love Potion is a new scent from Oriflame.

By product category, sales were led by color cosmetics at 24% of sales, followed by personal care and hair care and skin care, each accounting for 21% of sales. Fragrance was next at 20%, followed by accessories (10%) and wellness (4%). Only personal care and hair care and accessories and wellness posted gains last year, at 3% and 10%, respectively.

Oriflame’s direct sales force now operates in more than 60 countries, having added Algeria last year. With the launch of Ecobeauty, Oriflame says it was the first company to introduce products certified by four independent environmental and fair trade organizations.

Last year, the company formed a partnership with the Women’s Tennis Association and tapped the world’s then No. 1 player, Caroline Wozniaki, as its global ambassador.

Also last year, the company redesigned its website, and attracted 20 million more visits than the previous year.

For the first quarter of 2012, sales rose 2% to $520 million. However, unit sales fell 5%, while the price/mix effect was 7%. During Q1, the sales force contracted 5% to 3.6 million consultants in Q1. CEO Magnus Brännström blamed the decline on a setback in recruitment that came during Q3 2011.

EcoBeauty has been certified by four environmental and fair trade organizations.

“Our efforts to return to growth and improve profitability have led to promising results on sales, productivity and margins—however, market dynamics remain challenging,” said Brännström. “It is also important to highlight the cash flow, further reducing the net debt. In addition to these achievements we will in the coming quarter focus on growth of the sales force and thereby lay a solid foundation for the future.”

By region, local currency sales increased by 16% in Asia, by 10% in Latin America and by 1% in CIS & Baltics while unchanged in EMEA. In April, Oriflame was selected as Brand of the Year in Russia.



Sales: 2 Billion


Anti-aging is big at Oriflame with Bio Clinic Lifting Power Concentrate.



Sales: $2.0 billion

Oriflame, founded in Sweden in 1967, sells beauty products in more than 60 countries via a sales force that numbers approximately 3.6 million consultants. In 2010, sales rose 8% in local currencies (15% in Euros) to $2.0 billion. Adjusted net profit amounted to $170 million, according to the company. For the full year, Oriflame’s sales were split as follows:

• Color cosmetics 24%

• Skin care 22%

• Fragrances 21%

• Personal and hair care 20%

• Accessories and wellness 13%

On the new product front, Oriflame has rolled out its first cosmeceutical line, Bioclinic, a premium range that is said to capture the best of advanced science to free skin from common problems such as reduced elasticity or dilated capillaries. The first two treatments in the collection are Bioclinic Lifting Power Concentrate Day and Bioclinic Lifting Super Rich Repair Night, which calm signs of inflammation on a cellular level and reinforce the skin’s own defenses. The formula is enhanced with Cell-Innov technology, which features retinol.

Anti-aging and cosmeceuticals are big, but Oriflame has had success in the eye area as well. The firm sold more than 1 million units of its new Endless Mascara during the fourth quarter of 2010 alone.

The direct-selling beauty firm started 2011 on a positive note; for the three months ended 31 March 2011, Oriflame’s sales rose 7% in local currencies (10% in Euros) to $525 million. Iran represented 2.5% of total sales in the first quarter 2010, but the unit was effectively closed in the third quarter of 2010 following issues in the country in which state officials closed the company’s operation in Teheran and detained staffers.


Sales: 1.8 Billion

Sales: $1.8 billion

Sales fell less than 1% last year, but net income fell by more than 23%. By region, the Commonwealth of Independent States (CIS) and the Baltics accounted for 56% of sales; followed by Europe, the Middle East and Africa (EMEA), 30%; Asia, 9% and Latin America, 5%.

Despite the economic turmoil in the world, Oriflame retained its spot as the No. 1 cosmetic brand in Russia and the best performing markets in the CIS and Baltics region were Ukraine and Azerbaijan.

Fast Fact:
Oriflame notes that word-of-mouth has the highest trust rating of any form of information channel.

In EMEA, the strongest performing markets were Turkey and Morocco, according to the company.

In Asia, the best performing regions were Iran and China, while in Latin America, where sales rose 7%, Mexico and Colombia led the way.

By product category, skin care and color cosmetics each represented 25% of sales. Skin care sales fell 2% during the year. Tender Care remains the No. 1 skin care product in terms of sales and units.

Color cosmetics sales fell 6%, but the company maintained that sales of Powershine lipstick and Wonderlash mascara held up well in the mid-price range, as did the premium-priced Giordani Gold.

Personal care and hair care (20% of sales) fell 1%. The company credited the launch of HairX hair care range for boosting sales in all regions.

Fragrance sales (19%) were flat—not bad considering the pounding that the global fine fragrance industry has been experiencing during the past few years. In 2009, Oriflame rolled out Grace featuring Eva Herzigova and the men’s fragrances Giordani Men and Glacier.

Oriflame’s Accessories & Wellness (11%) category recorded a 10% jump in sales.

The company boasts 3.2 million sales consultants around the world—a 21% increase over 2008 numbers.

For the first quarter of 2010, sales rose 6% to $501 million. Sales in the CIS and Baltics rose 4% due to strong growth in Ukraine and Moldova. Sales in EMEA rose 1%, while sales in Latin America jumped 19% on strength in Mexico and Colombia. Sales in Asia surged 38% to due to strong sales gains in most markets.

Despite the gain, company executives predict 2010 will be a challenging year due to lower sales force growth.

Sales: 1.7 Billion


Sales: $1.7 billion

Last year was a great year for Oriflame—sales rose 20% to $1.95 billion. Of that, 91%, or $1.7 billion, came from sales of skin care, fragrances, color cosmetics and personal care. The remainder is attributed to Oriflame’s accessories line.

With sales on the rise, so too were the number of Oriflame sales consultants. By the end of 2008, the Swedish direct seller boasted 2.9 million consultants, an increase of 19% over 2007. The biggest recruitment area was Asia; consultants in the region rose 39% to more than 391,000, according to the company.

Diamond Cellular Anti-Aging Cream

In addition to its army of consultants operating in 61 countries, the company has more than 7000 employees in offices from Stockholm to Santiago to Bangkok.But the firm has pooled staff together in a new group support office in Stockholm, which incorporates marketing, packaging development, supply chain, catalog development and sales supports functions. In addition, Oriflame relocated other operations—group finance has moved from Waterloo, Belgium to Fribourg, Switzerland, and quality assurance and skin research, which had been in Dublin, Ireland, is now handled from Stockholm.

Product wise, skin care sales rose 14% with units up 13% in 2008. Color cosmetics units were up 15% and sales increased 17%, due in part to the success of Wonderlash mascara, which rose a whopping 130% to become Oriflame’s No.1 selling product. Fragrance sales rose an impressive 30% with units up 19%. Personal and hair care was the company’s second fastest growing category in 2008, posting 23% and 21% increases in sales and units, respectively. Oriflame’s oral care brand Optifresh posted another year of double-digit growth as well.

R&D expenses rose 20% (to approximately $16.9 million) in 2008 and the company established a skin research center in Stockholm.

Sales: 1.4 Billion


Sales: $1.37 billion



$1.37 billion for skin care, fragrance, cosmetics and toiletries. Corporate sales: $1.51 billion.

Oriflame, which celebrated its 40th anniversary in 2007, sells skin care, fragrances, color cosmetics, toiletries and accessories in 60 countries through independent sales consultants.

In 2007, group sales were $1.51 billion, with a 24% increase in local currencies and 21% increase in euros.  Color cosmetics and skin care accounting for 27% and 26% of sales respectively, with Oriflame’s fragrance business tallying 18% of sales. Toiletry products sales accounted for 19%, with the remaining 9% coming from accessories.

Record growth in the final quarter of 2007 helped Oriflame’s color cosmetics business grow 25%. Oriflame Beauty, the company’s new color range, was introduced during the year with the successful launches of Wonderlash mascara and Powershine lipstick. Skin care experienced 22% growth during the year, with the new anti-wrinkle brand Ecollagen standing out as a major contributor. Fragrances were the fastest growing category during the year, up by 29%. Oriflame added the Gem Scent Collection, with the first scent, Amethyste Fatale, achieving good results. The scent category’s best seller during fourth quarter was Ascendent, a men’s fragrance.

By region, CIS & Baltics accounted for 56% of sales, followed by Central Europe & Mediterranean, 24%; Western Europe & Africa 9%; Asia, 6%; and Latin America, 5%.

Oriflame is entering the nutritional wellness segment and will begin test marketing in Western Europe in fourth quarter. Product roll out is planned for 2009-2010.

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