What TTFG does

TTFG is the public ticker for Oriflame Products AB, a Swedish-origin direct-selling beauty and wellness company founded in 1967 and listed on Nasdaq Stockholm. The UK operation (uk.oriflame.com) is the data point observed here: a storefront serving the United Kingdom and Ireland, supported by a network of independent Beauty Entrepreneurs who pay an annual membership fee (£19 first year, £10 thereafter) and earn a 20% product discount plus commission on personal sales. The company's core technology stack is not disclosed in the input; however, the site operates a standard e-commerce platform with VIP membership, Beauty Reward Points, free-shipping thresholds (£45+), product reviews, and a Digital Skin Diagnosis personalization tool.

The product surface is organized into 53 sub-brands spanning skincare (Novage+, Royal Velvet, Diamond Cellular, Optimals, Love Nature, Pure Skin, Wellosophy, Waunt), color cosmetics (The ONE, OnColour), fragrance (Giordani Gold, Top Scents, Love Potion, Possess, Infinita, Divine, Amber Elixir, Oh! Sweet), bath and body (Essense&Co., Milk & Honey Gold, Feminelle, Feet Up, Optifresh, Glacier, Activelle), men's grooming (North for Men, Be the Legend), and accessories/wellness (Joyce, Sun Zone, Arctic Ritual). Unit pricing spans roughly £1.49 to £54.99, with the upper band dominated by cosmeceutical and premium fragrance SKUs.

The business model combines three revenue streams: direct product sales via owned e-commerce at retail, recurring membership fees from the Beauty Entrepreneur network (subscription_recurring), and the margin capture between wholesale and retail prices generated by consultant sales (transaction_fee). Customer acquisition is community-led: VIP loyalty sign-up drives repeat purchase, while Beauty Entrepreneurs provide social-selling distribution in parallel with the website. Primary customers are women consumers purchasing skincare, makeup, fragrance and body care, with secondary segments in Beauty Entrepreneurs, men consumers, and gift buyers. Recent product launches are concentrated in summer fragrance (Top Scents), novelty color cosmetics (Heart & Hue, Ultra Flex Shine), and skincare extensions (Optimals Purifying Clay Mask), consistent with a portfolio that prioritises breadth and affordability.

Name

TTFG

Legal name

Oriflame Products AB

Website

https://uk.oriflame.com

Company type

Public

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

Oriflame Products AB (Nasdaq Stockholm: TTFG) is a Swedish-founded, publicly traded direct-selling beauty and wellness company offering 53 sub-brands of skincare, cosmetics, fragrance and body care through owned UK e-commerce and a global Beauty Entrepreneur network serving UK and Ireland consumers.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Deodorants & Antiperspirants (CRADANAA), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Foot Care (Deodorizing, Anti-chafe, Callus Care) (CRADANAK), Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH)

Keywords

• Direct selling beauty
• Cosmetics and skincare
• Multi-brand beauty
• Fragrance and wellness
• Beauty entrepreneur network

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): Oriflame generates revenue through direct sales of beauty and wellness products via its e-commerce platform. Customers purchase products at listed retail prices with options for VIP membership that provides discounts and rewards.
2. Beauty Entrepreneur Membership Fees: Beauty Entrepreneurs pay an annual membership fee (£19 for first year, £10 thereafter) to access wholesale discounts and earn commission on sales. This creates a recurring revenue stream from the consultant network.
3. Beauty Product Sales through Consultants: Revenue is generated through the sale of products by Beauty Entrepreneurs, who purchase at discounted rates and sell to end customers at retail prices, earning the margin difference as commission.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

TTFG (Oriflame Products AB) manufactures and sells a multi-brand portfolio of beauty and wellness products including skincare, color cosmetics, fragrance, bath & body, men's grooming, and accessories through 53 sub-brands. The company distributes its products via direct-to-consumer e-commerce (uk.oriflame.com) and a global network of independent Beauty Entrepreneurs who resell to end customers, supplemented by a VIP loyalty program.

Product overview

TTFG (Oriflame UK) is a Swedish direct-selling beauty and wellness company offering a comprehensive multi-brand portfolio of cosmetics, skincare, fragrance, bath & body products, accessories, and nutrition. The product ecosystem is organized around 53 distinct sub-brands, with core offerings including Novage+ (premium anti-aging skincare with cosmeceutical Bio Activating Technologies), The ONE (advanced Stockholm-designed cosmetics), and Top Scents (niche perfume collection). Supporting brands span skincare (Royal Velvet, Diamond Cellular, Optimals, Love Nature, Pure Skin, Wellosophy), fragrance (Giordani Gold, Love Potion, Possess, Infinita, Divine, Amber Elixir, Oh! Sweet), bath & body (Essense&Co., Milk & Honey Gold, Feminelle, Feet Up, Optifresh, Sun Zone, Glacier, Activelle), and accessories (Joyce). The business model combines e-commerce with direct sales through Beauty Entrepreneurs. Products are primarily sold through the uk.oriflame.com platform with VIP membership and Beauty Entrepreneur programs.

Differentiator

Problem solved

Functional benefit

Brands

• Giordani Gold: Premium beauty collection featuring exceptional ingredients and thoughtful craftsmanship, celebrating 50th anniversary.
• Novage+
• The ONE
• Top Scents
• Love Potion
• Possess
• Royal Velvet
• Optimals
• Milk & Honey Gold
• Essense&Co.
• Love Nature
• Divine
• Infinita
• Diamond Cellular

Products and services

• Novage+ Skincare Premium anti-aging skincare line featuring cosmeceutical performance with Bio Activating Technologies that work in sync with skin's biological functions, targeting consumers seeking scientifically advanced skincare.
• The ONE Cosmetics Advanced cosmetics line designed in Stockholm featuring on-trend shades, high-pigmentation payoff and sleek designer packaging for face, eyes, lips and nails, targeting makeup enthusiasts.
• Top Scents Fragrance Niche perfume collection created by next-generation perfumers featuring unexpected fragrance perspectives including bright citrus, tropical escapes, rebellious florals and radiant oud, targeting fragrance enthusiasts seeking distinctive scents.
• Giordani Gold Premium Beauty Premium beauty line combining exceptional ingredients, caring formulas and thoughtful craftsmanship, celebrating its 50th anniversary. Targets consumers seeking premium-quality makeup and skincare.
• Royal Velvet Anti-Aging Skincare Complete skincare routine for women 40+ focused on firming skin with rich, sensual formula infused with iris flower.
• Diamond Cellular Luxury Anti-Aging Ultra-luxury anti-aging collection infused with real diamond powder and white truffle extract for cellular-level skin renewal, targeting premium skincare consumers.
• Optimals Skincare Scandinavian-inspired skincare line featuring products for various skin concerns including hydration, anti-aging, and brightening, harnessing Nordic botanical ingredients.
• Love Nature Natural Beauty Natural beauty line featuring organic ingredients like tea tree, kiwi, passion fruit, and honey for skincare and body care, targeting consumers seeking organic natural products.
• Love Potion Fragrance Sensual gourmand fragrances with edible aphrodisiac ingredients featuring heart notes of luscious chocolate creating intoxicating scents.
• Possess Fragrance Legendary fragrances inspired by powerful figures in myths and legends, expressing the power and art of seduction with bold fragrance notes.
• Essense&Co. Body Care Indulgent body care collection crafted with natural essential oils, luxurious textures and sophisticated fragrances transforming routines into sensorial rituals.
• Milk & Honey Gold Body Care Luxurious collection combining moisturizing power of milk with honey's golden glow for soft, smooth and radiant skin.
• North for Men Grooming Men's grooming collection by Giordani Gold including shaving, cleansing and aftershave products, targeting male consumers.
• Be the Legend Men's Fragrance Men's fragrance and grooming line targeting male consumers seeking masculine scents.
• Feminelle Intimate Care Intimate care collection with cleansing creams, washes and products with hyaluronic acid and natural extracts.
• Optifresh Oral Care Oral care range including toothpastes, toothbrushes and fresh breath products.
• Feet Up Foot Care Foot care collection including creams, sprays, and treatments for cracked heels and everyday foot care.
• Beauty Entrepreneur Membership Annual membership program for independent consultants who join Oriflame to earn income by selling products. Members pay GBP 19 first year and GBP 10 annually, receive 20% discount on orders, and earn commission on sales with no inventory requirement.
• VIP Customer Loyalty Program Free membership loyalty program offering 15% off first order, free shipping on orders above GBP 45, Beauty Reward Points redeemable for free products, 3 free samples with every order, and a free birthday beauty treat, targeting repeat consumer purchasers.

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Avon Products: Global direct-selling beauty company with a comparable consultant/Representative model and multi-category portfolio spanning skincare, fragrance and color cosmetics. Closest analogue to Oriflame's Beauty Entrepreneur-driven distribution and price-accessible positioning.
• Yves Rocher: French botanical beauty brand with a similar broad portfolio across skincare, fragrance and body care, and a comparable price-accessible positioning. Direct competitor in the UK value-to-mid-premium beauty segment.
• Natura &Co: Brazilian direct-selling beauty conglomerate (owner of Avon, Natura, The Body Shop, Aesop). Comparable multi-brand, consultant-driven model with similar portfolio breadth across skincare, makeup and fragrance.
• The Body Shop: UK-headquartered natural-ingredient beauty retailer with overlapping body care, skincare and gift-set positioning. Direct competitor in UK accessible beauty and ethical/natural segment (vs Oriflame's Love Nature).
• Mary Kay: Iconic direct-selling beauty company with independent Beauty Consultants selling skincare, color cosmetics and fragrance. Closely matches Oriflame's community-led GTM and personal-network sales motion.

Regional players

• Boots (Walgreens Boots Alliance): UK's largest health and beauty retailer selling comparable mass-market skincare, fragrance, body care and color cosmetics. Competes for the same UK value-conscious beauty shopper through own-label and third-party brands.

Broad incumbents

• L'Oréal: World's largest beauty company with skincare (L'Oréal Paris, Lancôme, Garnier), fragrance and cosmetics across all price tiers. Competitive overlap with Oriflame's mass-premium skincare and color cosmetics lines.
• Coty Inc. Multinational beauty conglomerate holding CoverGirl, Max Factor, Rimmel, Hugo Boss fragrances and others. Comparable broad portfolio across mass and premium beauty, fragrances and color cosmetics, with overlapping customer segments.
• Estée Lauder Companies: Global premium beauty conglomerate (Estée Lauder, Clinique, MAC, Tom Ford Beauty). Overlaps with Oriflame's premium skincare (Novage+, Diamond Cellular) and fragrance ambitions.

Emerging players

• Deciem / The Ordinary: Digital-native skincare brand with transparent, ingredient-led positioning at accessible price points. Threatens Oriflame's Novage+/Optimals value proposition with a stronger digital narrative and DTC conversion model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/oriflame-ws

Revenue estimate

Valuation estimate

Number of profiles

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 TTFG