- Strategic investment of €71.5m from the af Jochnick family and consortium of long-term investors delivers a de-levered and sustainable balance sheet
Shareholding structure of the group remains unchanged with af Jochnick family the main shareholder
Transformation plan delivering tangible results with positive momentum in key operational metrics
London, United Kingdom – December 23, 2025
Oriflame is pleased to announce the successful completion of its comprehensive recapitalisation, with the overwhelming support of the af Jochnick family and investors representing more than 90% of the Company’s bondholders. The recapitalisation includes a substantial injection of €71.5m in new capital, comprising €50m of committed financing and an additional facility of €21.5m, from the af Jochnick family and a consortium of long-term investors.
The transformative transaction secures the long-term future of Oriflame, supporting the livelihood of its passionate and dedicated community of beauty entrepreneurs around the world. The transaction marks the beginning of a new chapter for Oriflame.
The af Jochnick family and a consortium of long-term investors have provided a substantial injection of new capital of
€71.5m delivering a de-levered and sustainable balance sheet.
The significant strategic investment provides the Company with a stable platform to accelerate its transformation plan, invest in innovation and drive a return to strong and sustained growth.
Oriflame is further pleased to confirm the appointment of Robert Bensoussan as Chairman of Oriflame.
Mr. Bensoussan brings extensive experience in scaling and transforming global consumer and beauty businesses and will be instrumental in driving the disciplined execution of the Company’s strategic plan.
Oriflame’s transformation plan continues to deliver tangible results; the successful rollout of the Beauty Community Model to almost 50 countries has driven positive momentum in key operational metrics and recruitment growth in 25 countries as of November.
The Company’s supply chain and service performance have now fully normalized following key operational transitions to enable reliable execution across markets and ensure Oriflame’s entrepreneurs receive a market-leading experience.
With a stable platform and operational momentum, Oriflame is well-positioned to serve its global community of beauty entrepreneurs while building on its longstanding heritage as a global leader in beauty and wellness.
Robert Bensoussan, Chairman of Oriflame, commented: “Oriflame has a strong heritage, global reach and a distinctive community-led business model. The recapitalisation provides a stable financial foundation from which to accelerate execution, invest in innovation and strengthen support for the Beauty Entrepreneur community. I look forward to working closely with management and the Board as the company enters this next phase of its transformation.”
For further information, please see the closing announcement here
About Oriflame
Oriflame is a globally renowned beauty and wellness company who have inspired and empowered individuals to build their own businesses since 1967. Its diverse portfolio of high-quality and innovative beauty products is inspired by nature and backed by science. Oriflame takes pride in its Swedish heritage and people-centric approach operating through a social selling model, enabling over 3 million Beauty Entrepreneurs and Members in more than 60 countries.
Media contact:
Keir Thompson, Edelman Smithfield
Email: Keir.Thompson@edelmansmithfield.com
Telephone: +44 7581 034007
