Oriflame to Position as Healthy Lifestyle Brand, Focus on Wellness


Swedish direct selling company Oriflame, known for its skincare and wellness products, has been focusing on expanding its portfolio to wellness for the last few years.

According to CEO and President Magnus Brannstrom, the company wants to position itself as a healthy lifestyle brand and focus on routine products that people use for their well-being.

“We will expand in weight management, sports and fitness and subsequently there will be products like meal replacements, higher protein products for enhanced performance in sports and fitness,” said Brannstrom.

Brannstrom said the company will continue expanding their existing skincare and wellness portfolio as the fundamentals remain the same—the importance of treating skin every day.

Oriflame recently delisted from Nasdaq Stockholm. It was followed the buyback of the firm by the company’s founding families, valued at nearly $950 million. The firm says its future sales growth will be from Mexico, Russia, Turkey, India, China and Indonesia.