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 multi-level marketing company that primarily sells beauty and personal care products.[1] Oriflame was founded 1967 in Sweden by the 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.