The target signals a major shift in India’s role within Oriflame’s global business strategy. Building on its existing network of Oriflame Leaders across 517 towns and cities, the company plans to expand into the next 500 towns and cities, with particular emphasis on Tier 2 and Tier 3 locations. The expansion is expected to bring its beauty and wellbeing products and entrepreneurship opportunities to more consumers and communities.
Oriflame’s next phase of growth in India builds on more than 30 years of operations in the country. Rising consumer demand beyond major metropolitan areas, increasing participation of women in the workforce and the growing adoption of digital tools are creating opportunities for the company to expand its product portfolio and Beauty Entrepreneur community.
Women remain central to Oriflame’s direct-selling model, with more than 80% of its Brand Partners in India being women. The company aims to help Brand Partners develop an additional source of income through Beauty Entrepreneurship, supported by flexible working opportunities, training and digital tools. This approach will remain a key part of its strategy as Oriflame expands into new markets across India.
Kenneth Benaim Campbell, CEO and President of Oriflame, said, “India represents much more than a growth opportunity for Oriflame; it is becoming increasingly important to our global ambition. What makes the market particularly distinctive is the combination of a large and evolving consumer base, entrepreneurial energy and a strong appetite for beauty and wellbeing. Our role now is to build on the foundation we have created over three decades and unlock the full potential of the market, while ensuring that India becomes an increasingly important contributor to Oriflame’s global future.”
India’s growing strategic importance could also extend beyond domestic sales. Oriflame is strengthening its manufacturing capabilities in the country through recent partnerships, including one with Akums. It is also exploring opportunities to scale up local production further and potentially use India to serve selected international markets.
Alongside its geographic expansion, Oriflame plans to strengthen its beauty and wellbeing portfolio and continue investing in the tools, training and technology that support Beauty Entrepreneurs in developing their businesses. Digital capabilities will be used to improve product discovery, consumer engagement and business development, while trust, personal recommendations and community relationships will remain central to its direct-selling model.
Orkun Gul, Chief Commercial Officer of Oriflame, said, “India is a market where beauty is deeply personal, and where trust and recommendation continue to play an important role in how consumers discover and choose products. This creates a strong foundation for Oriflame’s model, but the opportunity also requires us to keep evolving with the consumer. Our focus will be on combining the strength of personal relationships with better digital experiences, relevant products and stronger commercial capabilities, so that our Beauty Entrepreneurs can serve consumers in ways that are increasingly seamless, local and relevant.”
As the company works towards its 2030 target, India is expected to account for a substantially larger share of Oriflame’s global business. The company intends to build on its three-decade presence to expand its consumer base and Beauty Entrepreneur network, increase its geographic reach and explore opportunities for India to contribute to its international growth.
Oriflame is a globally established beauty and wellbeing company that has empowered individuals since 1967 through a portfolio of high-quality, innovative and sustainable beauty and wellbeing products. It operates in more than 60 markets.
The company follows a modern social selling model, enabling more than 3 million Beauty Entrepreneurs and members worldwide to participate in the beauty industry through a ‘Plug and Play’ micro-entrepreneurship model. Its product range includes skincare, cosmetics, fragrances, personal care and nutritional supplements, developed to support holistic wellbeing.
Oriflame continues to focus on its impact on communities worldwide and has been named a European Climate Leader by the Financial Times and Statista for the past five years. In India, the company continues to develop opportunities for women to pursue financial independence while promoting holistic wellbeing.
For more information, visit in.oriflame.com.
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