A Swedish beauty legacy in the UK

For over five decades, SCC UK Member Oriflame has brought Swedish beauty innovation to the UK, earning its place as a trusted name in skincare and cosmetics. In celebration of their 55th UK anniversary, we spoke with Sofia Radomska, Managing Director of Oriflame Cosmetics UK & Ireland, about the company’s journey, its Swedish roots, and the vision that continues to drive its success in the market.

What makes Oriflame stand out in a crowded beauty market? “We are Swedish, and that holds immense value,” says Sofia Radomska. “When people see ‘Swedish’ on a product, they automatically associate it with quality, safety, and innovation. This reputation has helped us thrive in a highly competitive industry.”

Oriflame’s visual identity has also evolved to emphasise its Scandinavian roots — as a response to a beauty market increasingly focused on authenticity and heritage. “Our original logo had a French influence, but we wanted something that clearly communicated our Swedish roots in a modern way. That’s why, in our recent rebranding, we made ‘Oriflame Sweden’ a defining element of our brand. It’s all about reinforcing the values that Sweden represents,” Sofia explains.

Founded in 1967 by brothers Jonas and Robert af Jochnick, Oriflame is a D2C beauty company offering everything from skincare and cosmetics to wellness products. The brand operates globally through independent consultants.

The power of a Swedish heritage
Sweden’s global reputation for sustainability is deeply embedded in Oriflame’s business practices. “We take a scientific approach to product development, ensuring our cosmetics and skincare meet the highest environmental and ethical standards,” Sofia continues. 

“This commitment resonates strongly with British consumers, who are increasingly conscious of the products they use.”

A legacy of expansion
The UK holds a special place in Oriflame’s heart. “It was the fifth market we expanded into, and the first beyond the Nordics,” Sofia notes. Oriflame celebrated this bond with an anniversary event attended by nearly 600 guests, including the daughter of one of the founders. “She spoke about how vital the UK market has been for Oriflame’s expansion,” she says. “Today, we’re present in over 60 countries, but the UK has always been key.”

The vision – entering every British household
Looking ahead, the company has an ambitious goal: “We want at least one Oriflame product in every British household,” Sofia states. “With a portfolio of over 1,000 products, we believe there’s something for everyone.”

One product especially close to Sofia’s heart is ‘Tender Care,’ a multipurpose balm that has been a staple for decades. This year, it takes on a new significance through a collaboration with the charity ‘Children on the Edge.’ “For every Tender Care sold, we donate 50p, which covers a day of education for a vulnerable child. It’s a simple way for our customers to make a real difference.”

Lessons for longetivity
Oriflame, a decade-long Member of the SCC UK, highlights how valuable the membership has been. “The Chamber has been instrumental in helping us strengthen our Swedish identity while navigating the UK market. Being part of this network has opened doors to invaluable collaborations and insights that have supported our growth.”

So, with 55 years of success in the UK, what advice does Oriflame offer to aspiring entrepreneurs? “Stay true to your values, build strong partnerships, and always innovate,” Sofia advises. “Oriflame has thrived by balancing its roots with a global perspective, and that’s something any brand can learn from, regardless of industry.”

As Oriflame continues to grow, its Swedish heritage remains its bedrock — shaping the future of the brand as it works toward its goal of placing a product in every UK household. With each step, Oriflame reaffirms its legacy, blending innovation with tradition, and forging a path towards a lasting presence in the UK market.

BONUS QUESTION

If Oriflame could collaborate with any British icon for a beauty campaign, who would it be, and what would the campaign highlight?

Emma Watson! Her advocacy for sustainability, social justice, and empowering women resonates across generations. She would embody Oriflame’s mission to inspire confidence, inclusivity, and positive change — proving that beauty is about feeling good inside and out, at any age.