History of Oriflame
Oriflame is a Swedish beauty and skincare brand founded in 1967 by brothers Jonas and Robert af Jochnick, along with their friend Bengt Hellsten. The company started with the vision of offering high-quality, natural beauty products inspired by Swedish nature. Unlike traditional retail models, Oriflame adopted a direct-selling approach, allowing independent consultants to sell products directly to consumers. This strategy helped the brand grow rapidly, expanding beyond Sweden to international markets.
Over the years, Oriflame has built a strong presence in over 60 countries, offering a wide range of skincare, makeup, fragrance, and wellness products. The company emphasizes sustainability and natural ingredients, maintaining its commitment to eco-friendly practices. Oriflame has also been involved in various philanthropic activities, supporting women's empowerment and social initiatives. In 2019, it became a private company after being acquired by the Jochnick family's investment group, continuing its legacy as a trusted global beauty brand.