Oriflame Magazine: The New Catalogue Format — What’s Changing

For over half a century the catalogue was the face of Oriflame — a bright shop window of hundreds of products, struck-through prices and discount percentages, refreshed every few weeks. Now the company is rewriting that script: the familiar catalogue is giving way to the Oriflame Magazine — something that reads more like a modern beauty title than a price list. And it isn’t only the name: alongside the format, Oriflame is also reworking its prices and its range.

When the new magazine launches in Ireland

The Oriflame Magazine arrives in Ireland this autumn: the first issue launches in October 2026 and runs for roughly six weeks. It’s a longer, transitional edition: the classic catalogues came out every three weeks, while the new magazine starts as a combined issue.

The frequency then changes: from 1 January 2027, Oriflame plans to publish the magazine once a quarter. Instead of checking an update almost every week, shoppers will have one large seasonal edition.

You can browse the current Oriflame Magazine online right on the catalogue page — it opens in a convenient reader and updates to the latest issue automatically.

From a shop window to a beauty magazine

The way information is presented changes too. Where the old catalogue was first and foremost a sales display, the new magazine is closer to editorial: large spreads, features on active ingredients, skincare routines explained, pairing tips and individual stories about new launches.

Novage+, for instance, is shown not as a row of jars with price tags but as a step-by-step system — with dedicated pages on peptides, niacinamide and other actives. The same treatment extends to fragrance, make-up and body care: the product becomes part of a story rather than just another line in a long list.

Regular prices instead of the discount chase

The second big change is the approach to pricing. Oriflame puts the emphasis on regular (permanent) prices: a clear price you can count on, without waiting for the next promotion.

For a brand that spent years training customers to catch their mascara, cream or perfume at 30, 40 or even 50% off, that’s a real turn. The new logic is to stop inflating the base price just to show a dramatic markdown, and instead offer a fair, stable price from the start.

Does this mean discounts disappear entirely? No. It’s more about less reliance on a constant “discount race”: special offers, gift sets, seasonal deals and loyalty perks may well stay.

Fewer products, sharper focus

Another visible trait is fewer lines and more attention to the key ones. In practice that means fewer near-identical products within a category and more spotlight on bestsellers. The new magazine shows it: Novage+ gets whole themed spreads, the Possess Intense fragrance is promoted on its own, and THE ONE mascara is presented through a specific product and its benefits.

What it means for shoppers in Ireland

The main change for customers is a mindset one — instead of “what’s on sale this time?”, the leading question becomes “which product do I actually need, and why?”. And you can still buy genuine Oriflame products in Ireland on good terms — through official registration and ordering with a brand Partner, with access to current offers and personal conditions.