Oriflame Becomes the Official Fragrance Partner for Cirque du Soleil's European and Mexican Tours

Beauty Meets Creativity: Oriflame Partners with Cirque du Soleil

Oriflame, a globally recognized beauty and wellness brand, recently announced an exciting new partnership with the renowned Cirque du Soleil. This collaboration marks Oriflame as the official fragrance partner for Cirque du Soleil's upcoming touring shows across Europe and Mexico. The partnership coincides with the launch of their new fragrances, Possess Intense and Possess Intense for Men, designed to capture the essence of confidence, creativity, and self-expression.

This unique alliance showcases the natural synergy between the two influential brands. Oriflame, known for its commitment to quality and sustainability, is dedicated to empowering individuals through beauty entrepreneurship. Meanwhile, Cirque du Soleil brings together artists from around the globe to present extraordinary performances that inspire and captivate audiences.

Anna Malmhake, CEO and President of Oriflame, emphasized the significance of this alliance, stating, "This partnership is a powerful expression of the union between beauty and creativity. Cirque du Soleil inspires through extraordinary artistic representations; Oriflame empowers individuals to express themselves through beauty and entrepreneurship. Together, we can elevate fragrance to a more emotionally immersive and meaningful experience."

Elena Degtyareva, Oriflame’s Marketing Manager, added, "Fragrances have long had the power to evoke emotions and transport us to different worlds. Through this collaboration, we are redefining perfume as an experience shaped by art and storytelling. This vision will come to life later this year with the launch of Possess Intense, a fragrance that captures confidence, transformation, and self-expression in a truly sophisticated manner."

Furthermore, Tina Walsberger, Marketing Director at Cirque du Soleil, shared, "At Cirque du Soleil, we celebrate the extraordinary potential of the human spirit through creativity, art, and excellence. With Oriflame, we have found a partner that shares our conviction to inspire confidence, self-expression, and personal growth. Together, we are creating new ways to connect with audiences and consumers through experiences that reflect the imagination, innovation, and aspiration characteristic of both brands."

Through this partnership, Oriflame intends to reinvent fragrance as part of a broader multi-sensory creative experience inspired by imagination and art. As the official fragrance partner for Cirque du Soleil tours in Europe and Mexico, Oriflame will engage in an array of initiatives and activations designed to bring this collaboration to audiences of all backgrounds in diverse markets.

This collaboration represents Oriflame's first global partnership of this magnitude in over a decade, underlining its ambition to strengthen brand relevance through creative and culturally rich initiatives. The launch of Possess Intense, inspired by themes of transformation, presence, and inner strength, is set for the fall of 2026, and will translate the artistic narrative into a sensory experience.

More details regarding the product launch and consumer-focused activities will be announced in the coming months.

About Oriflame

Founded in Sweden in 1967, Oriflame is a global beauty and wellness company present in over 60 markets. Oriflame offers an extensive portfolio of innovative, high-quality, and sustainable beauty and wellness products. Leveraging a social selling model, Oriflame supports a global community of approximately 3 million beauty entrepreneurs, enabling them to build businesses, develop skills, and express individuality through beauty. Oriflame has been recognized by the Financial Times and Statista as a European leader in climate action for five consecutive years.

About Cirque du Soleil

Cirque du Soleil is a leader in live entertainment, having pushed the boundaries of imagination for over four decades. The company has realized its creative vision across a wide range of artistic formats, including touring shows, permanent productions, seasonal performances, and theatrical presentations. Since its founding in 1984, Cirque du Soleil has inspired more than 430 million spectators in 6 continents and 86 countries. The Canadian company currently employs over 3,000 people, including 1,000 artists hailing from more than 75 nationalities. For more information, visit cirquedusoleil.com.