Oriflame published its 2025 Annual Report and financial results for the first quarter of 2025. The company stated that is in an ongoing effort to simplify its opportunity offering, modernize its IT architecture and optimize its portfolio to ensure focused, profitable and easy-to-recommend products.
Oriflame’s recent transition to a network of European manufacturing partners is ahead of schedule and now expected to be complete by the third quarter of 2026. Its shift to a modern, digital-first commercial plan also began in early 2026 in one test market.
Near the end of 2025, the company reached what it called a “pivotal milestone” with the successful completion of its refinancing and a strengthening of its financial position. The brand also renewed its strategic focus with the appointment of Chairman Robert Bensoussan, who brings experience in global beauty.
According to the Annual Report, Oriflame’s strategic pillars are also listed as its strengths, and include the following five categories: an attractive and efficient product portfolio; a modern and trusted brand; attracting and engaging Beauty Entrepreneurs and Members; delivering digital leadership; and focusing on financially savvy and efficient operations.
“2025 was a year of significant change for Oriflame, as we continued to reshape the business to ensure long term stability and relevance in a challenging market environment,” said Anna Malmhake, Oriflame CEO and President. “Financial performance reflected the scale of this transition, with a decline in sales and EBITDA. These results underscore the challenges we have faced, but they also reflect deliberate choices to prioritize long term sustainability over short term outcomes. A pivotal milestone was the successful completion of our refinancing towards the end of the year, which has significantly strengthened our financial position. We also welcomed a new Chairman of the Oriflame Board, Robert Bensoussan, whose experience in global beauty will support our renewed strategic focus. This provides Oriflame with a solid basis to move forward, enabling disciplined investment, operational focus and renewed confidence in our network marketing business model.”
The company’s biggest premium skincare brand, Novage+, went through a strategic reset in 2025, and was accompanied by the successful launch of the Restore menopausal range and growth drivers within its Color Cosmetics, Fragrance and Personal and Hair Care lines. Oriflame’s second largest brand, Optimals, which was relaunched with a “skinnimalist” positioning for Gen Z buyers, struggled to convert into sustained sales growth.
During the quarter, sales fell 14% year-over-year, with all markets recording lower year-over-year performance. Adjusted EBITDA was -$7.44 million, which the company attributed to the impact of lower sales. This decline was offset by reductions in expenses as a result of strong cost discipline.
The company ended the first quarter with a cash balance of $37.8 million, down from $80.1 million at the start of the quarter.
Sustainability remained a priority for the company, and it was recognized as a Climate Leader in Europe by the Financial Times and Statista for the fifth consecutive year.
“As we approach Oriflame’s 60th anniversary, I believe 2025 has been an important step creating a solid foundation for Oriflame following the recapitalization and acceleration of our transformation plans,” Malmhake said. “We remain committed to our business model and are proud to empower Beauty Entrepreneurs across the world to create their own beauty and wellbeing business either as a second revenue stream or full time Oriflame business.”
