In October 2025, Oriflame unveiled its groundbreaking Beauty & Wellbeing Report, reshaping how the world perceives beauty. Based on a study of 3,500 women across seven countries, the report captures a global shift from beauty as physical perfection to beauty as emotional well-being.
As CEO Anna Malmhake puts it:
“Beauty rituals help women feel grounded, confident, and connected to themselves… That’s exactly the kind of beauty Oriflame stands for.”
This vision marks Oriflame’s transition from a cosmetics brand to a holistic wellbeing company blending emotional health, sustainability, and community empowerment.
These insights reveal that a fundamental evolution in beauty today is about how one feels, not just how one looks. Women increasingly associate beauty with confidence, inner peace, and self-acceptance. This paradigm aligns perfectly with Oriflame’s evolving purpose: to help people live healthier, happier, and more authentic lives through meaningful self-care.
Since joining in 2022, Anna Malmhake has positioned Oriflame as a purpose-driven brand rooted in emotional empowerment. Her leadership centers on authenticity, sustainability, and digital innovation, modernizing Oriflame’s image for a new generation. Having led The Absolut Company and served as Chairwoman of Altia Oyj, Malmhake brings a strategic blend of global experience and Scandinavian simplicity. Her focus? Empowering consultants and consumers alike through confidence and wellbeing rather than competition.
Oriflame operates through multi-level marketing (MLM), where independent Beauty Consultants sell directly to customers and build teams for commission-based earnings.
Consultants benefit from:
Post-pandemic, Oriflame shifted to digital-first sales, integrating app-based ordering and AI-driven personalization. This strategy expanded its reach across emerging markets such as India, Nigeria, and Latin America.
Oriflame’s latest campaigns focus on emotional authenticity, portraying beauty as an experience of joy, confidence, and well-being. This approach resonates strongly with millennials and Gen Z consumers seeking purpose-led brands. With over 3 million independent consultants, Oriflame enables women to earn, learn, and lead. Through the Oriflame Foundation, the brand also funds education and empowerment programs for women and girls globally.
Oriflame’s commitment to sustainability is embedded in its DNA. The Eco-Ethical Beauty Charter ensures:
Recognizing that beauty starts from within, Oriflame’s Wellness line offers nutrition, vitamins, and supplements designed to support emotional balance and physical vitality.
Company | Country | Business Model | CEO | Annual Revenue (USD) |
Oriflame | Switzerland/Sweden | MLM | Anna Malmhake | ~$1.3B |
Avon | USA | MLM | Kristof Neirynck | ~$2B |
Mary Kay | USA | MLM | Nathan Moore | ~$3.5B |
Farmasi | Turkey/USA | MLM | Sinan Tuna | ~$600M |
In 2019, the af Jochnick family and Waldenstrom Group privatized Oriflame, delisting it from Nasdaq Stockholm. This move enabled greater agility and long-term strategic planning, free from shareholder pressures. Both families maintain a legacy of ethical entrepreneurship, emphasizing growth with responsibility values reflected in every Oriflame initiative.
Oriflame’s operations now include carbon-neutral offices and eco-friendly sourcing. Its green policies ensure long-term environmental stewardship aligned with EU sustainability goals. Beyond profits, Oriflame invests in human potential. Its foundation supports education for women and girls, reinforcing the belief that empowerment begins with opportunity.
Research by Hamilton (2009) and Rollins (2014) highlights how emotional branding deepens consumer loyalty within MLM cosmetics.
Similarly, Tunbjer & Jarne (2006) identified Oriflame as a model for foreign market adaptability, while Lempiäinen (2000) emphasized its role in community and civil development.
Challenge | Impact | Oriflame’s Strategy |
Market Saturation | Crowded MLM space | Differentiation via emotional branding |
Regulatory Scrutiny | Varying global laws | Transparency & ethical communication |
Digital Competition | Rise of e-commerce brands | Invest in apps & influencer marketing |
Gen Z Engagement | Shifting expectations | Data-driven personalization |
Looking toward 2030, Oriflame envisions a world where beauty equals wellbeing. With AI-led personalization, sustainable innovation, and global inclusivity, the company is pioneering a future where confidence, health, and happiness define success.
The Oriflame Beauty & Wellbeing Report 2025 isn’t just data, it’s a cultural manifesto redefining what beauty means today.
Under Anna Malmhake’s visionary leadership, Oriflame stands at the intersection of emotional empowerment, ethical beauty, and digital innovation.
As the world moves beyond surface-level beauty, Oriflame champions a deeper message that true beauty begins with wellbeing.
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