London, United Kingdom, 25 April 2025:
Oriflame, a global beauty and wellbeing company empowering entrepreneurs across more than 60 countries, today published its 2024 Annual Report highlighting both the challenges of the past year whilst reaffirming confidence in its long-term strategy and future outlook.
The Annual Report follows the earlier publication of the Year-end Financial report:
Year-end report 1 January – 31 December 2024 – Oriflame Corporate Site
Strategic Progress in 2024:
In response to a continued challenging year, Oriflame accelerated its transformation and cost reduction programme initiated in Q3 2023. The initiative delivered above expectations by year-end, significantly reducing administrative costs and setting the foundation for enhanced efficiency.
Key achievements in 2024 included:
Implementation of the Beauty Community Model (BCM) in 42 markets, representing over 75% of Group sales.
As a consequence of the BCM progress, total members continue to show an encouraging trend and ended at -5% versus previous year-end.
Sustainability milestones reached such as all rinse off products launched were formulated to be biodegradable* and being named a Climate Leader for the fourth consecutive year by the Financial Times and Statista.
Looking Ahead to 2025: Oriflame is poised for a transformative year. The recently agreed recapitalisation will substantially reduce debt, inject new capital, and strengthen liquidity. In parallel, the company will begin transitioning European production from its Poland facility to a modern network of third-party manufacturers to drive innovation and speed to market.
Anna Malmhake, Oriflame CEO said: “As we reflect on the past year, I want to acknowledge the challenges we faced and the strategic progress we made in 2024. I strongly believe that due to the transformation journey we have undertaken, we have a solid foundation for a brighter future in 2025 and beyond.”
“We remain committed to empowering everyday entrepreneurs wishing to start a beauty and wellbeing business either as a second revenue stream or to build an Oriflame business. Our modernised Beauty Community Model, strengthened cost base and transformation strategy position us for recovery, renewed growth, and long-term value creation.”
About Oriflame
As a globally renowned beauty and wellbeing company, Oriflame has empowered individuals since 1967 through its diverse portfolio of high-quality, innovative, and sustainable beauty products inspired by nature and backed by science. It operates in over 60 markets.
Committed to ethical business practices and environmental sustainability, Oriflame takes pride in its Swedish heritage and people-centric approach. It operates through a modern social selling model, enabling over 1.5 million Beauty Entrepreneurs and members worldwide to become beauty industry insiders through a ‘Plug and Play’ micro-entrepreneurship model.
Oriflame’s product range spans skincare, cosmetics, fragrances, personal care, and nutritional supplements, all crafted with care to promote holistic wellbeing. Guided by the values of Togetherness, Spirit, and Passion, Oriflame continues to make a positive impact on communities worldwide.
For more information, contact Janice Wood, IR@oriflame.com
