Oriflame’s story begins in 1967 in a small office in Stockholm, Sweden. Three partners, Jonas and Robert af Jochnick brothers and Bengt Hellsten give a start by selling cosmetics through the direct sales method.
Company’s name originates from a royal banner of medieval France that was opened only on the battlefield. The original word is “Oriflamme” and means “golden flame”. The first company logo is shown on the right.
The business grows in time, expands into some of the Western European countries and even goes public on the London Stock Exchange. Until late 1980s, Oriflame registers no major international success, though.