THE WHAT? Oriflame reported lower first-half 2026 sales and profitability as it continued executing its strategic transformation programme focused on simplifying its product portfolio, pricing strategy and operating model.
THE DETAILS During the second quarter, sales declined 13% year-on-year in both euros and local currencies, with Latin America the only region to record growth, increasing 6%. Europe & CIS, Türkiye & Africa and Asia all reported lower sales. Adjusted EBITDA was a loss of €4.7 million, reflecting lower sales volumes, while adjusted gross margin declined due to inventory provisions and the liquidation of excess stock. Despite the weaker financial performance, Oriflame continued to advance its “Real Products, Real Prices and Real People” transformation strategy. The company progressed portfolio optimisation, launched pricing tests in four markets, continued simplifying its product offering and accelerated the transition to a network of European manufacturing partners, with 316 products awarded to new suppliers and 198 already in production. Oriflame also introduced a cost-saving programme and appointed Orkun Gül as Chief Commercial Officer to lead its new Global Sales Growth & Enablement team. Strong working capital management generated positive adjusted cash flow before financing activities of €8.6 million.
THE WHY? The results highlight the short-term financial impact of Oriflame’s restructuring while demonstrating continued investment in operational transformation designed to improve competitiveness, simplify the business and support long-term profitable growth.
Source: Oriflame
