About Oriflame
Discover the story of Oriflame — a global beauty brand dedicated to empowering women and celebrating natural beauty since 1967.
The Oriflame Story
Oriflame is a Swedish beauty company founded in 1967 by Jonas af Jochnick and Robert af Jochnick. What started as a vision to bring natural, high-quality beauty products to women worldwide has grown into a global brand trusted by millions.
The name "Oriflame" comes from the Latin words "ori" (golden) and "flamma" (flame) — symbolizing the golden flame of natural beauty that burns within every woman. This philosophy remains at the heart of everything Oriflame does today.
Oriflame believes that beauty should be natural, ethical, and accessible. The brand is committed to creating products that celebrate individuality, empower self-expression, and respect both people and the planet. From skincare to makeup, fragrances to wellness products, Oriflame delivers premium quality at fair prices.
Today, Oriflame operates in over 60 countries across the globe, with millions of independent Beauty Entrepreneurs sharing the brand's mission to help women look and feel their best. In South Africa, Oriflame has become a trusted name in beauty, known for innovation, quality, and commitment to ethical practices.
Oriflame Timeline
1967
The Beginning
Oriflame is founded in Sweden by Jonas af Jochnick and Robert af Jochnick with a mission to bring natural beauty products to women worldwide.
1970s
European Expansion
Oriflame expands across Europe, introducing innovative skincare and makeup products that celebrate natural beauty and ethical sourcing.
1980s
Global Growth
The brand reaches beyond Europe, establishing presence in North America, Asia, and other continents. Independent Beauty Entrepreneur network grows exponentially.
1990s
Innovation Era
Oriflame launches breakthrough skincare lines, including the famous Optimals range. Focus on dermatological testing and natural ingredients intensifies.
2000s
Digital Transformation
Oriflame embraces e-commerce and digital marketing, making products more accessible to customers worldwide. Sustainability initiatives launched.
2010s
Sustainability Focus
Oriflame commits to reducing environmental impact, introducing eco-friendly packaging and cruelty-free certifications across product lines.
2020s
Modern Beauty
Oriflame continues innovation with advanced skincare technology, inclusive makeup ranges, and digital-first customer experiences. South African presence strengthens.
Today
Global Leader
Oriflame operates in 60+ countries with millions of Beauty Entrepreneurs. Trusted by women worldwide for premium, ethical, and innovative beauty solutions.
Oriflame Values
Natural Beauty
Celebrating the natural beauty in every woman with products that enhance rather than hide.
Sustainability
Committed to protecting the planet through eco-friendly practices and ethical sourcing.
Empowerment
Supporting millions of independent Beauty Entrepreneurs to build their own businesses and dreams.
Global Reach
Operating in 60+ countries while maintaining local relevance and understanding of diverse beauty needs.
Quality
Delivering premium, dermatologically tested products that meet the highest international standards.
Innovation
Continuously advancing beauty science with cutting-edge formulations and technologies.
Our Mission
Oriflame's mission is to inspire women to look and feel their best through innovative, natural, and ethically-made beauty products. We believe that every woman deserves access to premium beauty solutions that respect her values and celebrate her individuality.
Through our network of independent Beauty Entrepreneurs, we empower women worldwide to build their own businesses, achieve financial independence, and share the beauty of Oriflame with their communities.
Oriflame Product Categories
Skincare
Advanced skincare solutions for all skin types, from cleansers to serums to masks.
Makeup
Premium makeup products including foundations, lipsticks, eyeshadows, and more.
Fragrances
Signature fragrances and colognes that capture natural beauty and elegance.
Hair Care
Nourishing hair products designed to enhance and protect natural hair.
Body Care
Luxurious body care products including lotions, oils, and bath essentials.
Wellness
Supplements and wellness products supporting overall health and beauty from within.
Why Choose Oriflame
Premium quality products tested by dermatologists
Cruelty-free and ethically sourced ingredients
Innovative formulations backed by beauty science
Fair prices with transparent ZAR pricing in South Africa
Trusted by millions of women worldwide
Commitment to sustainability and environmental responsibility
Empowering independent Beauty Entrepreneur network
Continuous innovation and new product launches
About Naledi Beauty
Naledi Beauty is an independent South African Oriflame Beauty Entrepreneur website. Naledi means "star" in Sesotho and Setswana — a name that reflects our belief that every South African woman deserves to shine.
We are dedicated to connecting South African beauty lovers with Oriflame's trusted product range, offering transparent ZAR pricing and reliable local delivery. Our mission is to make premium Oriflame products easily accessible to women across South Africa.
We are not affiliated with or endorsed by Oriflame Cosmetics SA (Pty) Ltd — we are independent partners committed to sharing the beauty and values of Oriflame with our community.
Ready to Discover Oriflame?
Explore our full range of premium Oriflame products, join our VIP membership program, or become a Beauty Entrepreneur and build your own beauty business.