Round date Oriflame is 55 years old!

In 2022, the Swedish-based company, Oriflame, celebrates its 55th birthday. The main milestones of the half-century history, from the idea of creation to the first victories and the innovative approach, we tell you in our article.

It all began in 1967 in a small office in Stockholm where two brothers, Jonas and Robert af Joknicki, along with a friend, Bengt Hellstene, decided to launch their product. More precisely, cosmetic products based on natural ingredients that would not only meet the high Swedish quality, but also allow people to earn an income. For mid-20th century Sweden, this is more than an unusual idea. But it was the beginning of a long, successful and beautiful in every sense of the word history of Oriflame.

In 1967, the first product line of skin creams, lipsticks and mascara appeared on the market. The basic premise on which Oriflame cosmetics production is still based today is the use of natural extracts and natural ingredients.

Three years later the entrepreneurs decide to make a revolution in sales and focus on personal meetings with the help of a catalog. In August of the same 1970th Oriflame catalog appears in 1 000 copies, followed by the current bestseller, Tender Care. The product was initially known as an eye cream, but later gained popularity because of its fantastic soothing and moisturizing effect (especially for dry skin). Now more than 40 million jars of Tender Care are sold.

In 1977 Oriflame expands its boundaries and enters the perfumery market - the company's fragrance portfolio includes the compositions that became legendary and on which the best "noses" of the world worked and continue to work, which is especially pleasant.

The important component of the big-name brand is the help to the needy - in 1999 together with the Queen of Sweden, Sylvia, Oriflame established the World Children Foundation.

Own research and development center 

Oriflame not only set a goal to produce only natural products, but also to get a foothold in the scientific field. So in 2008 we set up an advanced research center with a laboratory for clinical trials with volunteers to get the most accurate results. A year later a research institute opened in Stockholm, focusing on unique technologies in skin care. Today, Oriflame employs over 100 scientists in three different state-of-the-art labs headed by Dr. Alain Mavon, MD. New technologies are tested and patented at the Skin Research Institute, and products are developed at the R&D facility and sent to Oriflame's labs.

Charity 

One of the key Oriflame's goals. At the moment the company cooperates with Gosha Kutsenko Foundation "Life with Cerebral Palsy". In August 2021 the foundation got more than 8 million rubles and that means that 60 children with cerebral palsy were treated thanks to our joint efforts.

A conscious approach 

We are keenly aware of the ecological situation in the 21st century and the extent to which it is affected by the beauty industry. Since 2011, we have been creating cutting-edge, natural, ethically produced products that meet strict environmental standards, approved by international organizations such as Fairtrade, Vegan Community, Forest Stewardship Council. It has also been our constant priority to reduce our CO2 (carbon dioxide) emissions - we have minimized our emissions by 76% in the last 10 years. It should be noted that Oriflame was ranked 38th out of 300 European companies with the highest reduction in greenhouse gas emissions by the Financial Times and Statista in the Climate Leaders 2021 ranking.

Blind fragrance testing 

In 2021 we did a big global testing of Oriflame fragrances - we asked over 500 people in 5 countries to compare our fragrances with premium compositions. The results were more than impressive. Here are some of them: 8 out of 10 participants gave their hearts to Oriflame, while 7 out of 10 were ready to purchase our fragrances - they were 91% more frequently chosen than the premium brands.

Awards in 2021 

Every year Oriflame's products from various categories win top Russian and global awards. Last year's 2021 list of leading products was as follows. NovAge Proceuticals Skin Firming Peptide Concentrate Serum and THE ONE WonderLash 5-in-1 Mascara won the Glamour 2021: Meal Replacement Award. Giordani Gold Essenza Blossom perfume won the Fifi Summer 2021 Fragrance Festival as well as the Wellness prebiotic drink with dietary fiber in the International Product Innovation Awards. THE ONE Colour Unlimited Ultra Fix Superfast Matte Lipstick won the Home Hearth Beauty Award and the Wellness line won the Best Lens Health and Beauty Product category.