What is Oriflame? Company, Business Model, Products

Oriflame is a highly successful European network marketing company with a long history.

Although it is less well-known to the general public than other big players in MLM, the company is steadily among the world’s largest in terms of sales and profits.

This analysis will examine its characteristics, focusing on its business model and sold products. To do so, we will rely on numbers and official data.

Section 1 – The Company

Oriflame Logo

In the first section of this in-depth look at Oriflame, we focus on the company, its history, and its characteristics.

What is Oriflame Cosmetics?

Oriflame is a Swedish-based cosmetics company. It was founded in 1967 by

Jonas af Jochnick and Robert af Jochnick. 

They were looking for an alternative to traditional business models that required large capital investments, so they created a new model that allowed customers (the distributors) to become entrepreneurs and sell Oriflame products. 

Since then, the company has grown steadily with no debt or outside funding and has expanded its reach far beyond Sweden’s borders.

Oriflame’s vision is “to be a leading global beauty brand with sustainable growth.” It does this by being environmentally conscious and providing high-quality products at affordable prices. 

The company upholds high standards for its employees and the communities in which it operates.

The company has been growing rapidly since its founding, with millions of customers worldwide.

What is Oriflame Holding AG?

Oriflame Holding AG is a multi-level marketing organization based in Sweden that distributes beauty and personal care goods. 

Oriflame was listed on the Nasdaq Stockholm until it was delisted on July 17, 2019.

Market, Profit, And Sales

Oriflame operates in more than 70 markets worldwide.

The largest markets for the company are the Nordic countries, where more than half of the sales are made. Europe is also a major market for Oriflame, with most of its operations concentrated in Germany, France, Italy, and Spain.

Oriflame’s sales in Asia have been growing steadily over the past few years. The company has also expanded into new markets such as Australia and South Africa.

Oriflame sales distribution by region (2021)Pin
Sales distribution of Oriflame in 2021, by region – Statista*

Oriflame operating profit 2012-2021Pin
Operating profit of Oriflame from 2012 to 2021(in million euros) – Statista*

Oriflame average number of employees 2012-2021Pin
The average number of employees of Oriflame from 2010 to 2021 – Statista*

Where is Oriflame headquarter?

Oriflame’s headquarters are in Schaffhausen, Switzerland, with a principal place of business in Stockholm, Sweden.

Section 2 – Business Model

Amway business model

In the second section of the article, our focus will be on Oriflame’s business model. Is it a network marketing company? How does it distribute products? What kind of opportunities does it offer to those who want to join its network?

What type of business is Oriflame?

Oriflame is a multilevel marketing company that sells its products through a direct sales model. This means the brand doesn’t have any stores; instead, it sells its products through independent consultants who earn sales commissions and recruit new consultants to sell its products.

Oriflame is a direct sales company most popular in Europe and Scandinavia. The company has over three million independent representatives (referred to as beauty consultants) in more than 70 countries who sell Oriflame’s products directly to customers.

Oriflame distributors

Oriflame distributors sell products directly to customers, and they can earn up to 33% commission on each sale. In addition to earning commission, distributors also receive a starter kit with samples of products and other promotional materials.

What do Oriflame distributors actually do?

They contact potential customers through various methods, including online ads, word-of-mouth referrals, social media platforms such as Facebook or Instagram, events hosted by other Oriflame distributors, or even at their own homes. 

Once they have contacted a potential customer, they discuss the benefits of using their products before handing them sample products in exchange for an address so that they can send out more product samples for payment.

Compensation plan (video)

Oriflame Compensation Plan Review

Section 3 – Oriflame Products

Oriflame Cosmetics products

In the third section, the analysis will touch on products. We will give a quick overview of what Oriflame sells, in which categories it is strongest in the market, how to find its product catalog, and where to buy them.

Oriflame Cosmetics

Oriflame sells various cosmetics and wellness products, including perfumes, makeup, skincare, hair care, and body care. There are production lines for both women and men.

Each product is made in Oriflame labs with natural ingredients and is aimed at helping consumers achieve a healthy, youthful appearance. 

The company also sells fragrances that are inspired by the scents of nature.

Oriflame sales distribution by product category 2021Pin
Oriflame sales distribution by product category 2021 – Statista*

Oriflame online catalog

You can find the Oriflame product catalog (downloadable PDF) online here.

Where to buy products?

Oriflame products are available in the following places:

Stores: Oriflame has a network of more than 300,000 distributors in more than 100 countries. They also have some retail stores in key markets. You can find their products in department stores, boutiques, and drugstores worldwide. 

Direct sales: Oriflame also sells through direct sales. Distributors sell to customers at home parties and through online communities like Facebook groups or personal websites. Customers can also buy directly from Oriflame online. 

Marketplaces: You can find Oriflame products in several marketplaces, including Amazon and eBay.

Are Oriflame products good for skin?

The ingredients used in Oriflame products are safe and do not contain any harmful chemicals such as parabens or mineral oil which some other brands may use in their formulas. 

This makes them good for those with sensitive skin who want to avoid harsh chemicals found in other brands’ products.

To find independent, verified, and reliable reviews of Oriflame products, we recommend sites such as Trustpilot*.

Oriflame's reviews on TrustpilotPin
Screenshot: Trustpilot (2022)

Section 4 – FAQs about Oriflame

Amway FAQ

Are there still questions about Oriflame that we have not answered? Or points to be summarized in an honest and straightforward answer? Here is the fourth and final section.

Is Oriflame an MLM company?

Oriflame is a multilevel marketing company. This means that you can sell their products and earn commissions as well as make money by recruiting others to sell the products. They use a binary structure where you can earn commissions from your downline and upline.

Is Oriflame an Indian brand?

Oriflame is not an Indian brand. It was founded in Sweden in 1967 and has later moved its headquarters to Switzerland.

Is it good to join Oriflame?

The decision to join Oriflame depends on your goals, but it can be a good opportunity for an independent business overall. Oriflame is a direct selling company that offers cosmetics and skin care products. As a distributor, you’ll get commission and incentives based on your sales and the sales of your downline (your team). You’ll also get discounts on products and access to special offers.

Does Oriflame test on animals?

Oriflame was among the first companies in the cosmetics business to oppose animal experimentation. Since their foundation in 1967, they have stated that they have never tested products on animals to ensure safety or performance.


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