Fragrance house

Oriflame

Founded in Stockholm in 1967 by Swedish entrepreneurs Jonas and Robert af Jochnick and their friend Bengt Hellsten, Oriflame began with an idea centered on nature-inspired beauty and wellbeing products. Social selling has been part of its business model since the beginning, linking the brand’s Swedish origins with a distinctive way of reaching customers. Its identity evolved from the “Beauty by Sweden” positioning introduced in 2016 to a holistic wellbeing positioning in 2023, presenting beauty as one part of wellbeing. In 2024, Oriflame launched the worldwide “Reach Your Happy Place” campaign and introduced a brand promise built around making people “beauty industry insiders” through a micro-entrepreneurship opportunity. Oriflame is especially associated with the Giordani Gold fragrance family, which includes fragrances for women and men. Launched in 2015, Giordani Gold Essenza is identified as the heart and soul of that collection.