Oriflame enters partnership with Probi in first foray into probiotics

23-Jun-2021 - Last updated on 23-Jun-2021 at 10:22 GMT

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Beauty and wellness brand Oriflame is launching its first probiotic food supplement after partnering with probiotic supplier, Probi.

The two Swedish companies will launch a product containing Probi's scientifically proven probiotic strain, Lactoplantibacillus plantarum 299v.

Probi says the strain has been clinically studied and found to support general gastrointestinal health, help reduce abdominal pain, lessen bloating, reduce gas formation and support normal stool frequency.

Hrvoje Rein, global senior brand manager of wellness for Oriflame, says this will be the skincare specialist's first foray into the gut health sphere as it looks to further expand on the popularity of its general 'wellness' products.

It will sit within the brand's 'wellness' category alongside a wide range of supplements, including vitamins, minerals, omega-3, protein shakes, and more.

“We are excited to be working with Probi, which is a trulu innovative probiotic supplier. A fruitful collaboration has made it possible to develop the first probiotic supplement in our product range, and our interactions have turned into an important partnership.

“Wellness is one of Oriflame’s strategic product categories that has generated the greatest value creation during the last years, from 8% sales in 2016 to 17% in 2020. With an extensive launch plan of our new probiotic supplement, we expect the Wellness category to grow even further,” Rein concludes.

Oriflame’s go-to-market plan covers a number of countries, with a wide geographic reach. First launch is planned to take place in the Autumn of 2021 with a continued roll-out in the Wellness by Oriflame markets during 2022 and onwards.

Other products in Oriflame's diverse range include makeup, fragrances, bath products, hair care and fashion accessories

“The partnership between Probi and Oriflame is an important step in our commercial efforts in offering clinically documented probiotic products to consumers all over the world. In our partnership with Oriflame we feel commitment and alignment in offering high quality products based upon research, clinical documentation and performance,” says Tom Rönnlund, CEO at Probi.