Oriflame

Oriflame is a Swedish cosmetics and fragrance company founded on January 1, 1967 by brothers Jonas and Robert af Jochnick and their friend Bengt Hellsten in a small two room office in central Stockholm. The founders built the business without retail stores, relying instead on mail order and a network of beauty consultants to sell products directly to consumers. From the outset, the first product line focused on skin creams, lipstick and mascara formulated with herbal and plant extracts from Sweden, reflecting a consistent emphasis on nature derived ingredients and cruelty free practices.

Over time, Oriflame expanded from skincare and color cosmetics into a broad portfolio that includes fragrances for women, men and younger consumers. The company launched its in house Research and Development Centre in 1979 and has since introduced various patented technologies across skincare and scent, while also imposing internal limits on certain fragrance allergens for sensitive skin products that go beyond legal requirements. In 1970, Tender Care, initially introduced as an eye cream, became one of the brand's signature soothing balms and continues to be a global bestseller.

Oriflame grew into an international group with operations in more than 60 markets and several million independent beauty consultants and brand partners. Although founded in Sweden, the corporate head office is now located in Schaffhausen, Switzerland, with a registered office in Stockholm. The company was listed on the London Stock Exchange in 1982 and later on Nasdaq Stockholm before being delisted in 2019, reflecting a long period as a public company before returning to private ownership. Fragrances remain an important category within its catalogue, often positioned as affordable, fashion aware scents developed in collaboration with established perfumers and designers.