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Our history

A different kind of company

It all began in 1967, in a small two-room office in central Stockholm. Two brothers, Jonas and Robert af Jochnick, and their friend, Bengt Hellsten, sat down and talked about their dreams. They wanted to create a different kind of company that offered a different kind of product. They came up with the idea of giving people the opportunity to benefit from high quality beauty products inspired by our Swedish nature. At the time, this was not an obvious road to success – especially not in Sweden. But that conversation marked the beginning of an incredible journey that continues to inspire more than 50 years later.

Today Oriflame is present in over 60 markets with over 3 million independent Beauty Consultants who share, promote and sell our beauty and wellness products.

Historical highlights

1967 - The first product range

Initially consisting of skin creams, lipstick and mascara—all the skin care products were based on herb and plant extracts from Sweden. Our founders insisted on not testing any products on animals – a pioneering thought at the time.

1970 - Innovative selling methods

Instead of at-home parties, we tried new ways and focused more on catalogue and one-to-one selling. In August 1970, we printed our very first Oriflame catalogue, with 1000 copies in total.

1970s - Tender Care launches

First sold as an eye cream, Tender Care soon became renowned for its fantastic soothing and moisturising properties on dry skin. It’s now our biggest seller, with over 40 million units sold!

1982 - London Stock Exchange

Oriflame is listed on the London Stock Exchange, the first foreign company to do so since World War II.

1997 - Oriflame.com launches

The first global website for Oriflame goes live.

1999 - World Childhood Foundation

Co-founded with Her Majesty Queen Silvia of Sweden, Oriflame works to raise awareness for the plight of marginalized children from around the world, especially of girls.

2008 - R&D Centre opens

The launch of our state-of-the-art Research and Development Centre includes a dedicated clinical testing suite, Oriderm, where our products can be tested on real people to obtain real results.

2009 - Skin Research Institute opens

Here in Stockholm, our leading experts begin work on skin research projects aimed at generating Oriflame’s next unique skin care innovation.

2011 - Ecobeauty launches

Pioneering, natural, ethical and environmentally respectful – Ecobeauty by Oriflame. When Ecobeauty first launched it was the first global cosmetics range to partner with four independent global organisations for sustainable and environmental responsibility – Fairtrade, Ecocert, the Vegan Society and Forest Stewardship Council (FSC).

2015 - NovAge launches

Our greatest skin care innovation to date features Aspartolift, a ground-breaking and patented technology that is clinically proven to restore skin elasticity.

2017 - 50th anniversary celebration

Oriflame celebrates 50 years as a company and starts looking forward to the next 50.