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Oriflame Holding AG is a beauty company selling direct founded in 1967 by the brothers Jonas af Jochnick and Robert af Jochnick and their friend Bengt Hellsten. Oriflame has a presence in more than 60 countries and its wide portfolio of Swedish, nature-inspired, beauty products is marketed through approximately 3 million independent Oriflame Consultants, generating annual sales of around €1.3 billion in 2018.[1] Today, Oriflame’s business model largely comprises an online model, with around 96% of all orders placed online. Respect for people and nature underlies Oriflame’s operating principles and is reflected in its social and environmental policies. Oriflame supports numerous charities worldwide and is a Co-founder of the World Childhood Foundation.

Oriflame Holding AG
Traded asNasdaq StockholmORI
IndustryConsumer goods, direct selling
Key people
Magnus Brännström (CEO)
Alexander af Jochnick (Chairman)

The brand was created as a reference to Oriflamme, a royal banner of medieval France.[2]

Oriflame is a Swiss company group listed on the Nasdaq Stockholm Exchange.[3]


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  2. ^ Bhujabal, Bijay (2002). The Mega Business Quiz Book. Vision Books. p. 66.
  3. ^

External linksEdit

  Media related to Oriflame at Wikimedia Commons