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Oriflame Holding AG
Company typePrivate
IndustryDirect selling
FoundedJanuary 1, 1967
Key people
Anna Malmhake (CEO)
Alexander af Jochnick (Chairman)
Revenue€1.5 billion
Number of employees

Oriflame Holding AG is a Swedish-Swiss multinational multi-level marketing company that sells beauty and personal care products directly to consumers online through a network of independent sellers.[1]


Oriflame was founded on January 1, 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 a registered office in Stockholm, Sweden.

Oriflame was traded on the Nasdaq Stockholm until being delisted on 17 July 2019.[3]

In 2023, Anna Malmhake succeeded Magnus Brännström as CEO & President after Brännström's 18-year tenure.[4]

In August 2022, Oriflames Marcus Fogel (Senior Director of Global Digital Services) works alongside PayU CEO, Mario Shiliashki on working out a 21-day payment plan for buyers of Oriflames online products.[5]

In 2023, Oriflame signed a collaboration contract with Arnest Management LLC (Arnest) a perfume, cosmetic, and household products manufacturer out of Russia.[6] Part of the contract is that Arnest will be acquiring Cetes Cosmetics Russia.[6]


The company has approximately 6,000 employees, 1,000 products, and a turnover of over 1.3 billion Euro.[7] As of August 2020, Oriflame operates in more than 60 countries, where its beauty products are marketed by over 3 million Oriflame Brand Partners.[8]

Oriflame has two Indian manufacturing plants in Noida and Roorkee.[9][10] It also manufactures products in Russia, Poland, and China.[11]


  1. ^ "Oriflame Cosmetics AG". www.ibm.com. Retrieved 19 October 2022.
  2. ^ "Oriflame India @ 25 A Beautiful Journey". outlookindia.com. 10 December 2020.
  3. ^ "Oriflame". investors.oriflame.com. Retrieved 28 February 2023.
  4. ^ "Press releases | Oriflame".
  5. ^ PYMNTS (29 August 2022). "Seamless Payments: A Thing of Beauty". www.pymnts.com. Retrieved 11 May 2023.
  6. ^ a b "Oriflame Sells Russian Manufacturing Unit - Direct Selling News". www.directsellingnews.com. 28 April 2023. Retrieved 11 May 2023.
  7. ^ "CareerCenter". www.careercenter.am. Retrieved 21 August 2022.
  8. ^ "Oriflame: Inspired by Nature, Powered by Science". Direct Selling News. 3 August 2020. Retrieved 18 August 2020.
  9. ^ "India among top priority markets; to grow in double digits: Oriflame". The Economic Times. Retrieved 9 January 2023.
  10. ^ "Oriflame India acquires manufacturing facility in Uttarakhand". The Economic Times. Retrieved 9 January 2023.
  11. ^ Prance-Miles, Louise (29 April 2022). "Oriflame impacted by Russia's Ukraine invasion as Poland gas supply interrupted". Global Cosmetics News. Retrieved 9 January 2023.

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