A Company Built on Dreams

Our mission is beautifully simple – to enable people to fulfil their dreams. It might seem ambitious, but when we hear the incredible success stories our business opportunity has created over the years, it suddenly feels very realistic.

In 1967 in Stockholm, Oriflame was started by two brothers Robert and Jonas Af Jochnick and their friend Bengt Hellsten, and ever since we have been dedicated to practices that are good for people and the environment. Oriflame has a wide product range of innovative beauty products using natural ingredients and inspired by nature. We have a serious commitment to the environment and the communities it works in and have launched many initiatives to reduce our environmental impact. The Oriflame Foundation is our company’s way to give back to communities by supporting women and children in need.


Our Swedish origins play a vital role in what makes us unique.
They have helped define how we act and operate as a company – colouring not only our core values, but also our view on the world around us.

As with many things in Swedish society, we believe in the simple idea that great things should be available and accessible to the many. For us, this means offering you fantastic opportunities, high quality products with easy-to-follow beauty routines, all at a great price.

Sweden is also known for being innovative and forward-thinking. It is this same desire, to always do things better, that drives us to follow the very latest trends in fashion, technology and society. And with our Skin Research Institute in Stockholm, we work on the forefront of science and research.

Having a strong respect for nature, and constantly looking to harness its efficacious properties, has been part of our Swedish heritage since day one. Today, our brands such as EcoBeauty and NovAge act as perfect examples of using the power of nature on your skin.

Last but not least, we take huge pride in being known as a Swedish brand you can trust. A company to rely on, that keeps its promises, and delivers high levels of quality as a result. We have held these values very closely since the very start in 1967, and will continue to do so for as long as we exist.

At Oriflame, this is what it means to be Swedish.