Our history
In 1967, in a small two-room office in the centre of Stockholm, brothers Jonas and Robert af Jochnick, together with their friend Bengt Hellsten, idealised a company that offered unique beauty products inspired by nature. Despite many challenges along the way, their vision paved the way for a remarkable journey that continues to inspire more than 55 years later.
Today, Oriflame takes that dream to more than 60 markets, with 2 million partner brands around the world - living with the excitement of changing lives every day and creating a better tomorrow.
Historical highlights
2024 - Reach your happy place
2024 begins with an exciting rebrand! The launch of "Reach your happyplace" reinforces our commitment to bringing joy and positivity into the lives of our customers and brand partners around the world.
2023 - A YEAR OF PRODUCT INNOVATIONS
This year marked significant advances for our brand with the introduction of innovative product ranges such as Duologi, Wellosophy and Novage+. These launches are a testament to our continued dedication to excellence in beauty and well-being.
2023 -STOCKHOLM HOSTS R&D CENTRE
A remarkable moment with the opening of our Research and Development Centre in Stockholm. It marked a fundamental step in our commitment to innovation, bringing our R&D capabilities to the heart of Oriflame's origins.
2022 - #1 CLIMATE LEADERS IN EUROPE
Oriflame has reached new heights by securing first place as a Climate Leader in Europe in the Personal and Household Goods sector, an accolade recognised by the Financial Times. This achievement reflects our unwavering commitment to sustainability.
2021 - LAUNCH OF THE FIRST eCatalogue
In 2021, we entered a new digital era with the launch of our inaugural eCatalogue. By improving accessibility and convenience for our global audience, we brought our products closer to you.
2020 - SUPPORTING THE COMMUNITY DURING COVID
Faced with the challenges of COVID-19, we remained a pillar of support for our communities, offering continuous assistance as we navigated the digital landscape with agility. We have shown resilience and adaptability to the evolving needs of our valued community.
2017 - 50th anniversary celebration
Oriflame marked half a century of excellence with a grand celebration. This occasion included a remarkable two-ship cruise, symbolising not just a reflection on our storied legacy but also a look ahead into the next 50 years of growth and impact.
2015 - NovAge launch
The introduction of NovAge, our breakthrough skincare innovation with patented technology, helped push the boundaries of beauty and laid the foundations for a new standard of excellence in skincare.
2011 - Ecobeauty launch
Ethical and environmentally conscious, Ecobeauty became the first global cosmetics range to join four independent global organisations for sustainable and environmental responsibility - Fairtrade®, Ecocert®, The Vegan Society™ and the Forest Stewardship Council (FSC®).
2009 - OPENING OFTHE SKIN RESEARCH INSTITUTE
Our commitment to innovation in skincare reached new heights with the opening of the Skin Research Institute in Stockholm. This state-of-the-art facility has become the epicentre of groundbreaking research, shaping the future of Oriflame's skincare offerings.
2008 - OPENINGOF THE RESEARCH AND DEVELOPMENT CENTRE
2008 saw the opening of our state-of-the-art Research and Development Centre. Equipped with a dedicated clinical testing suite called Oriderm, this centre has become a crucible of real results and product quality.
1999 - World Childhood Foundation
Co-founded with Her Majesty Queen Silvia of Sweden, Oriflame's work with the World Childhood Foundation focuses on raising awareness of marginalised children around the world, with a special emphasis on girls.
1997 - Oriflame.com launched
In 1997, a milestone was set when we took a bold step into the digital frontier. Our global website, Oriflame.com, marked our digital debut and laid the foundations for better global connectivity, shaping the way we interact with our audience.
1982 -LONDON STOCK EXCHANGE
Let's take a step back to 1982 when Oriflame made history by becoming the first foreign company to be listed on the London Stock Exchange since the Second World War. This not only reflected our global reach, but also set the stage for decades of financial success and international prominence.
1970s - launch of royal jelly
Initially sold as an eye cream, Royal Jelly quickly became known for its fantastic soothing and moisturising properties. It remains a bestseller today, selling millions of units worldwide.
1970 - INNOVATIVE SALES METHODS
Breaking away from traditional methods, we pioneered new sales approaches and focused more on catalogue and individual sales. In August 1970, we printed our first Oriflame catalogue, with a total of 1000 copies.
1967 - OUR FIRST PRODUCT RANGE
Oriflame's journey began in 1967 with the launch of our first range of products - skin creams, lipstick and eyelash mascara - all infused with herbal and plant extracts from Sweden, and a pioneering commitment to sustainability.