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Oriflame Holding AG
IndustryDirect selling
Key people
Magnus Brännström (CEO)
Alexander af Jochnick (Chairman)
Revenue€1.3 billion
Number of employees

Oriflame Holding AG is a Swedish multinational multi-level marketing company, that sells beauty and personal care products.[1] Oriflame was founded on Jan 1, 1967 in Sweden by brothers Jonas af Jochnick and Robert af Jochnick, and Bengt Hellsten. The head office of Oriflame is located in Schaffhausen, Switzerland, with a registered office in Stockholm, Sweden. Oriflame was traded on the Nasdaq Stockholm until being delisted on 17 July 2019.[2]


The company has approximately 6,000 employees, 1,000 products and a turnover of over 1.3 billion Euro. Oriflame operates in more than 60 countries, where its beauty products are marketed by over 3 million Oriflame Brand Partners.[3] Marketing and sales are done online: during 2019, 96% of the company’s global orders were placed online, 55% of which were placed using mobile devices.[4]


  1. ^ "Wellness by Oriflame". Oriflame.
  2. ^ "Oriflame investor relations". Oriflame. Retrieved 3 August 2020.
  3. ^ "Oriflame: Inspired by Nature, Powered by Science". Direct Selling News. Retrieved 18 August 2020.
  4. ^ "Oriflame: Annual report" (PDF). Oriflame. Retrieved 17 April 2020.

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