The 1990's

Oriflame is introduced in Czechoslovakia in 1990; at the same time, Oriflame Eastern Europe SA (ORESA) is established to facilitate operations in the emerging markets in Eastern Europe. Oriflame takes a 26 percent stake in ORESA, which is licensed to sell Oriflame products in Eastern Europe as well as other markets. The expansion continues and, in 1991, Oriflame is launched in Poland, Hungary and Mexico. A year later, Oriflame is launched in Russia, Turkey and Latvia. In 1992, Oriflame acquires ACO Hud AB, Sweden’s leading maker of skin care products, sold exclusively by state pharmacies.

In 1993 the Oriflame message of opportunity reaches Ukraine, Slovakia and Greece, and in Bulgaria a year later. The Swedish jewellery company Hallbergs, which was acquired 1987, is sold. In 1995 Oriflame expands into Lithuania, Peru, India and Romania; and a second manufacturing plant is established in Warsaw, Poland. In a development crucial for the business, an in-house desktop publishing department for catalogue production is established in Malmo, Sweden.

The following year, Oriflame branches out into Macedonia, Ecuador and Croatia, which are joined in 1997 by Estonia, Morocco, Egypt, Slovenia and Sri Lanka. Oriflame and ORESA (Oriflame Eastern Europe SA) undergo a successful merger; the newly united company celebrates its 30th anniversary.

In 1998 Oriflame takes Azerbaijan, Columbia, Bosnia and Belarus into its embrace. A new corporate profile is launched, including a new logotype; Izabella Scorupco becomes the official Oriflame spokesperson. Oriflame operations in Russia are temporarily disrupted as a result of the country's severe economic and financial crisis.

In 1999 Oriflame is de-listed from the London Stock Exchange as the af Jochnick family completes a buy-out of the company in co-operation with the Swedish investment company Industri Kapital.