Oriflame
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| Company type | Private |
|---|---|
| Industry | Direct selling |
| Founded | January 1, 1967 |
| Founders |
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| Headquarters | |
Key people | Anna Malmhake (CEO) Alexander af Jochnick (Chairman) |
| Products | |
| Revenue | €1.5 billion |
Number of employees | 6000 |
| Website | oriflame |
Oriflame Holding AG is a Swedish-founded multinational multi-level marketing company with its corporate head office in Switzerland, that sells beauty and personal care products directly to consumers online through a network of independent sellers.[1]
History
[edit]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.
IK Partners (Formerly Industri Kapital) acquired Oriflame through a public offering on the London Stock Exchange in October 1999. IK gradually reduced its stake, before final exit in March 2006.[3] Oriflame was traded on the Nasdaq Stockholm until being delisted on 17 July 2019.[4]
In 2023, Anna Malmhake succeeded Magnus Brännström as CEO & President after Brännström's 18-year tenure.[5]
In August 2022, Oriflames Marcus Fogel (Senior Director of Global Digital Services) worked alongside PayU CEO, Mario Shiliashki to work out a 21-day payment plan for buyers of Oriflames online products.[6]
In 2023, Oriflame signed a collaboration contract with Arnest Management LLC (Arnest) a perfume, cosmetic, and household products manufacturer from Russia.[7] Part of the contract was that Arnest would be acquiring Cetes Cosmetics Russia.[7]
Operations
[edit]The company has approximately 6,000 employees, 1,000 products, and a turnover of over 1.3 billion Euro.[8] As of August 2020, Oriflame operated in more than 60 countries, where its beauty products were marketed by over 3 million Oriflame Brand Partners.[9]
Oriflame has two Indian manufacturing plants in Noida and Roorkee.[10][11] It also manufactures products in Russia, Poland, and China.[12]
Sustainability Initiatives
[edit]Oriflame has committed to sustainability by integrating environmentally responsible practices into its operations.
- Biodegradable Products – In 2023, 95% of all rinse-off products launched were formulated to be biodegradable, with a target of reaching 100% by 2025.[13]
- Recycled Materials – Over 500 tonnes of recycled plastic and glass were incorporated into product packaging in 2023.[14]
- Renewable Energy – Oriflame sources 100% renewable electricity for all warehouses, offices, and production sites.[15]
Product Innovations
[edit]- NovAge Skincare Line – Launched in 2015, NovAge features patented skincare technologies to address various skin needs.[16]
- Ecobeauty Line – Introduced in 2011, Ecobeauty became the first global cosmetics range to partner with Fairtrade®, Ecocert®, the Vegan Society™, and FSC® for sustainability and ethical sourcing.[17]
Research & Development
[edit]- Bio Boost Technology – A patented skincare innovation developed through AI-driven research, Bio Boost Technology enhances skin’s structural components and is exclusive to Oriflame.[18]
Social Responsibility & Ethical Commitments
[edit]- Oriflame Foundation – The Oriflame Foundation supports charities focused on education, health, and women’s empowerment in markets where the company operates.[19]
- Responsible Mica Initiative – Since 2017, Oriflame has been a member of the Responsible Mica Initiative, working to improve ethical sourcing and eliminate child labor in the mica supply chain.[20]
References
[edit]- ^ "Oriflame Cosmetics AG". www.corporate.oriflame.com. Retrieved 19 October 2022.
- ^ "Oriflame India @ 25 A Beautiful Journey". outlookindia.com. 10 December 2020.
- ^ "Oriflame I Private Equity Investment I Mid Cap I IK Partners". IK Partners. Retrieved 14 October 2024.
- ^ "Oriflame". investors.oriflame.com. Retrieved 28 February 2023.
- ^ "Press releases | Oriflame".
- ^ PYMNTS (29 August 2022). "Seamless Payments: A Thing of Beauty". www.pymnts.com. Retrieved 11 May 2023.
- ^ a b "Oriflame Sells Russian Manufacturing Unit - Direct Selling News". www.directsellingnews.com. 28 April 2023. Retrieved 11 May 2023.
- ^ "CareerCenter". www.careercenter.am. Retrieved 21 August 2022.
- ^ "Oriflame: Inspired by Nature, Powered by Science". Direct Selling News. 3 August 2020. Retrieved 18 August 2020.
- ^ "India among top priority markets; to grow in double digits: Oriflame". The Economic Times. Retrieved 9 January 2023.
- ^ "Oriflame India acquires manufacturing facility in Uttarakhand". The Economic Times. Retrieved 9 January 2023.
- ^ 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.
- ^ "Sustainability Report 2023". corporate.oriflame.com. Retrieved 3 March 2024.
- ^ "Sustainability Report 2023". corporate.oriflame.com. Retrieved 3 March 2024.
- ^ "Oriflame Sustainability". corporate.oriflame.com. Retrieved 3 March 2024.
- ^ "Oriflame History". corporate.oriflame.com. Retrieved 3 March 2024.
- ^ "Oriflame History". corporate.oriflame.com. Retrieved 3 March 2024.
- ^ "A Scientific Breakthrough". corporate.oriflame.com. Retrieved 3 March 2024.
- ^ "Oriflame Social Causes". corporate.oriflame.com. Retrieved 3 March 2024.
- ^ "Oriflame Sustainability". corporate.oriflame.com. Retrieved 3 March 2024.
External links
[edit]
- Official website
Media related to Oriflame at Wikimedia Commons
