What Oriflame does

Oriflame is a Swedish-founded beauty and personal care company established in 1967 and headquartered in Switzerland, operating a global direct-selling business through a network of independent Brand Partners (beauty entrepreneurs). The company sells a multi-category portfolio spanning 28+ sub-brands, including skincare (Novage+, Diamond Cellular, Royal Velvet, Optimals), makeup (The ONE), fragrances (Giordani Gold, Divine, Signature, Glacier, Amber Elixir, Top Scents in partnership with Givaudan), body care (Activelle, Essense&Co.), men's grooming (North for Men), nutritional supplements (Wellosophy), and accessories (Oriflame Exklusiv). Products are distributed through company-owned e-commerce, mobile Beauty and Wellness Partner Trucks, and a social selling channel where Brand Partners earn commissions via a €10 annual subscription tier offering up to 25% Team Bonus and 10% Sharing Bonus on referrals.

The company's underlying technology stack includes AI-powered ingredient discovery (used to identify natural compounds such as liquiritigenin from Chinese Liquorice Root, with peer-reviewed publication in the Journal of Cosmetic Dermatology), an AI-powered Novage+ Digital Skin Diagnosis recommendation tool, and early-stage blockchain exploration for ingredient sourcing transparency. Digital distribution is supported by the Oriflame Business App, Oriflame Sharing App, and Oriflame shopping App, alongside a Virtual Makeup Lab and Wellness Assessment Quiz. Oriflame generates revenue through direct product sales to consumers via Brand Partners, €10 annual Brand Partner subscriptions, and a freemium member loyalty program offering 15% cashback and 10% referral bonuses. The company is led by CEO Anna Malmhake (appointed 2026, former MD at Activision Blizzard) and SVP and Head of India and Indonesia Edyta Kurek, and is actively expanding in India, Indonesia, and other emerging markets through regional influencer campaigns and content partnerships.

Name

Oriflame

Legal name

Oriflame

Website

https://oriflame.gr

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

Oriflame is a Swedish-founded, Switzerland-headquartered direct-selling beauty and wellness company that distributes 28+ sub-brands of cosmetics, fragrances, and nutritional supplements through a global network of independent Brand Partners and e-commerce, targeting women and aspiring beauty entrepreneurs in emerging markets.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industries

Beauty & Personal Care Omnichannel (CRAFAEAB), Deodorants & Antiperspirants (CRADANAA), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Direct selling cosmetics
• Beauty and personal care
• Skincare and makeup
• Wellness supplements
• Fragrance products

Headquarters

HQ city

Athens

HQ country

Greece

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations, Infrastructure

Revenue model

1. Direct Product Sales: Oriflame generates revenue primarily through direct sales of beauty and personal care products to consumers via its network of independent Brand Partners. Brand Partners purchase products at discounted rates and resell to end consumers.
2. Brand Partner Subscriptions: Annual subscription fee of €10 for Brand Partners, granting access to the Brand Partner Program with 20% discount on orders, up to 25% Team Bonus, and commission from referred sales.
3. Member Loyalty Program: Members earn 15% cashback on purchases and 10% Sharing Bonus for referrals, creating recurring engagement and loyalty revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Oriflame is a direct-selling beauty and wellness company that develops, manufactures, and sells skincare, color cosmetics, fragrances, personal care, men's grooming, and nutritional supplements under multiple sub-brands (Novage+, The ONE, Wellosophy, North for Men, Giordani Gold, Diamond Cellular, Royal Velvet, Optimals, Activelle, Glacier, Divine, Amber Elixir, Signature, Love Potion, Top Scents, Oriflame Exklusiv, and others). Products reach end consumers through a global network of independent Brand Partners (beauty entrepreneurs) who purchase at discounted rates, resell via social selling, and earn commissions and team bonuses.

Product overview

Oriflame is a direct-selling beauty and wellness company offering a diverse portfolio organized across multiple sub-brands. The core offerings span skincare (Novage+, Diamond Cellular, Royal Velvet, Optimals), makeup (The ONE), fragrances (Giordani Gold, Divine, Signature, Glacier, Amber Elixir, Love Potion, Top Scents), body care (Activelle, Essense&Co., Milk & Honey Gold, Love Nature), men's grooming (North for Men), nutrition and wellness (Wellosophy), and accessories (Oriflame Exklusiv). The company also offers digital tools including Oriflame Business App, Oriflame Sharing App, Oriflame App, Novage+ Digital Skin Diagnosis (AI-powered), Wellness Assessment Quiz, and Virtual Makeup Lab. Products are distributed through a direct-selling model via independent Brand Partners (beauty entrepreneurs) who earn commissions through the Brand Partner Program, with an annual membership of €10.

Differentiator

Problem solved

Functional benefit

Brands

• Novage+: Premium skincare line with anti-aging technologies
• The ONE
• Activelle
• Wellosophy
• North for Men
• Giordani Gold
• Diamond Cellular
• Glacier
• DIVINE
• Royal Velvet
• OPTIMALS
• Amber Elixir
• SIGNATURE
• Love Nature
• Love Potion
• Oriflame Exklusiv
• Waunt
• Possess
• Essense&Co.
• Milk & Honey Gold
• Optifresh
• Feminelle
• Top Scents
• Sun Zone
• Pure Skin
• Scope
• NovAge

Products and services

• Wellosophy Holistic wellness brand offering scientifically-formulated nutritional supplements and beauty products covering six wellness goals (wellbeing, healthy weight, immune support, gut health, better ageing, and skin/hair/nails), developed with nutritionists and dietitians. Includes a Wellness Assessment quiz and subscription service.
• Novage+ Premium anti-aging skincare line featuring Bio Activating Technologies synchronized with skin's biological functions, including cleansers, moisturizers, serums, night creams, and masks targeting multiple skin concerns and age groups.
• The ONE Advanced makeup line designed in Stockholm covering face, eye, lip, and nail products with trend-setting shades, vivid color payoff, elegant packaging, and innovative formats.
• Diamond Cellular Luxury anti-aging skincare collection enriched with real diamond powder and white truffle extract that renews skin at the cellular level, with Diamond Elixir and Cellular Booster Complex delivering clinically proven 24-hour hydration.
• Royal Velvet Premium skincare collection for women 40+ targeting skin firming, with rich formulas enriched with iris flowers that firm, strengthen, and deeply moisturize mature skin.
• Optimals Accessible skincare line built on a 'less is more' philosophy, offering minimalist, effortless routines focused on long-term hydration and a healthy, balanced skin barrier.
• Activelle Deodorant and antiperspirant brand offering up to 72 hours of protection with skin care ingredients, available in variants including Invisible Fresh, Extreme, Even Tone, and Power Move for active lifestyles.
• Giordani Gold Premium fragrance line featuring sophisticated scents such as Essenza Supreme and Essenza Man Elixir Parfum, complemented by jewelry sets and grooming accessories.
• Divine Women's fragrance collection with rich floral notes, featuring Dark Velvet EdP with Black Baccara Rose, Patchouli and Dark Vanilla, plus classic Divine EdP with white florals.
• Signature Parfum collection for self-expression with unique scents, including Signature Man EdT featuring crisp pear, warm vanilla, and spicy nutmeg notes.
• Glacier Refreshing fragrance line inspired by nature, including Glacier EdT for men with citrus and mint notes and Glacier Extreme EdT with Black Stone accord, plus Amber Elixir Mystery EdP and Amber Elixir Warm Temptation Mist.
• Love Potion Sensual gourmand fragrances featuring edible aphrodisiac ingredients with chocolate heart notes creating intoxicating scents, including the Love Potion So Tempting Spray with mandarin, apricot, jasmine, honey, and vanilla.
• North for Men Men's grooming line including 2-in-1 Shaving Foam & Cleanser, Aftershave Gel, Subzero deodorants, body care, and grooming soaps designed for men who want to look and feel their best.
• Oriflame Exklusiv Beauty tools and fashion accessories line including makeup brushes, brush cases, phone accessories such as the Sticky Heart Phone Accessory, and hair accessories like the Hair Ribbon & Bracelet Beauty Set.
• Tender Care Multi-use lip balm collection with natural ingredients such as mango, passion fruit, cranberry, raspberry, watermelon, blackcurrant and sugar plum flavors, recently renewed with natural and sustainable formulations.
• Wellosophy Nutritional Supplements Range Individual nutritional supplements including Gluco Shape (glucomannan, chromium, baobab for metabolism and weight), Metabo Boost (copper and zinc with proprietary TCI-1 formula supporting GLP-1 production), Vitamin D3, Sea Calcium & Vitamin D with Aquamin, Omega 3, Wellness Packs for men and women, Beauty Collagen Complex, Probiotic L. plantarum 299V, Astaxanthin & Bilberry Extract, NutriComplex for Skin Hair & Nails, and Meal Replacement Shake.
• Oriflame Business App Mobile application for Brand Partners to manage their Oriflame business on the go, including staying connected with their team, monitoring business statistics in real time, welcoming new members, and tracking team progress.
• Oriflame Sharing App Social selling companion app for iOS and Android that lets Brand Partners personalize content from Oriflame's library with emojis, music, and text, and post directly to social platforms to drive sales and referrals.
• Oriflame App Shopping companion mobile app for members and consumers to browse the product catalogue, manage orders, and track deliveries directly from their mobile devices.
• Novage+ Digital Skin Diagnosis AI-powered digital tool that analyzes a user's skin condition through image-based assessment and recommends personalized Novage+ skincare routines and product selections.
• Wellness Assessment Quiz 60-second online quiz that provides personalized wellness routine recommendations based on the user's lifestyle and wellness goals.
• Virtual Makeup Lab Virtual try-on tool that lets users preview Oriflame makeup products digitally and find their preferred look before purchasing.
• Wellosophy Subscription Service Recurring subscription delivery for Wellosophy nutritional supplements aligned with the customer's selected wellness goals.
• Brand Partner Program Annual €10 Brand Partner membership that grants beauty entrepreneurs 20% discount on personal orders, up to 25% Team Bonus, 10% additional monetary reward from personal and referred orders, free educational materials, and access to the Oriflame Business App with Virtual Business Coach. No upfront investment, inventory, or monthly purchase is required.

Quantifiable outcome

• No upfront investment required to become a Beauty Entrepreneur
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Red Pixels VenturescoreGTM or Marketing Partner · 7 April 2026Partnership with Red Pixels Ventures to organize the WhosThat360 Northeast Influencer Yatra campaign, reaching 13 cities in India's Northeast to engage creators, students, and women through entrepreneurial opportunities.
• Whosthat360coreGTM or Marketing Partner · 7 April 2026Strategic partnership for the 13-city Northeast Influencer Yatra campaign, connecting talent from the Northeast with national-level opportunities in beauty, fashion, food, travel, wellness, and lifestyle sectors.
• Kamila Andini (Film Director)minorGTM or Marketing Partner · 16 December 2025Brand sponsorship of the film 'Four Seasons in Java' as part of Oriflame's 2026 APAC marketing strategy, promoting local stories, community engagement, and content co-creation in Indonesia.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Estée Lauder Companies: Global multi-brand beauty conglomerate with premium and prestige skincare, makeup, and fragrance. Competes with Oriflame's premium tiers (Diamond Cellular, Royal Velvet) and is far larger on brand equity and influencer marketing budgets.
• Herbalife: Global direct-selling giant focused on nutrition and weight management. Operates a similar independent-distributor model and is expanding into beauty/skin from a wellness starting point — inversely comparable to Oriflame's wellness expansion.
• Amway: Global direct-selling incumbent with a beauty portfolio (Artistry) plus nutrition and home care. Larger scale and broader categories than Oriflame, but a similar direct-distribution backbone and emerging-market reach.
• L'Oréal: World's largest beauty company with skincare, makeup, fragrance, and wellness categories. Competes with Oriflame across multiple sub-brands (Garnier, Lancôme, La Roche-Posay) and dwarfs it on R&D and AI/data investment.

Direct peers

• Natura &Co: Brazilian direct-selling beauty conglomerate (Natura, Avon, The Body Shop, Aesop) with consultant-led distribution and a strong natural-ingredients positioning — directly comparable to Oriflame's botanical and AI-driven ingredient story.
• Yves Rocher: French direct-selling beauty company built on botanical ingredients and independent advisor network. Comparable in Category model (natural beauty), historical reliance on direct sales, and emerging-market ambitions.
• Mary Kay: Iconic direct-selling beauty brand with independent Beauty Consultants, similarly broad skincare and colour cosmetics portfolio, and global presence. Closely comparable in go-to-market model and target consumer demographic.
• Nu Skin: Direct-selling beauty and wellness company combining skincare, personal care, and nutritional supplements (Pharmanex). The wellness-plus-beauty dual focus closely mirrors Oriflame's Wellosophy strategy.
• Avon: The original global direct-selling beauty company with a similar Brand Representative model, broad colour cosmetics and fragrance portfolio, and emerging-market distribution focus. Most direct comparable to Oriflame in business model and product mix.

Regional players

• Faberlic: Russia-headquartered direct-selling beauty and home-care company with a similar independent-consultant model. Functionally comparable in business model but primarily regional rather than globally diversified.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/oriflamegreece
• Facebookfacebook.com/oriflamecosmeticsgreece

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Oriflame