Oriflame Sets India Growth Ambition for 2030
Swedish beauty and wellbeing brand Oriflame is targeting India to become its largest market globally by 2030, with the country expected to contribute one in every four euros of the company’s global revenue, compared with around one in every ten euros currently.
The target signals a significant increase in India’s contribution to Oriflame’s global business. The company plans to expand its presence beyond the 517 towns and cities where Oriflame Leaders are currently active, with the next 500 towns and cities forming a key part of its growth strategy.
The expansion will particularly focus on Tier 2 and Tier 3 locations. Oriflame also plans to add 10 lakh new Beauty Entrepreneurs by 2030, expanding its direct-selling network and bringing its products and entrepreneurship opportunities to more consumers and communities.
Expanding Beyond Major Metros
Oriflame’s next phase of growth builds on more than 30 years of operations in India. The company sees opportunities arising from growing consumer demand beyond major metros, increased participation of women in the workforce and wider adoption of digital tools.
These developments are expected to support the expansion of Oriflame’s beauty and wellbeing portfolio, while also strengthening its community of Beauty Entrepreneurs across the country.
More than 80% of Oriflame’s Brand Partners in India are women. The company aims to help Brand Partners create an additional source of income through Beauty Entrepreneurship, supported by flexible working opportunities, training and digital tools.
Kenneth Benaim Campbell, CEO and President, 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 as a Potential Manufacturing Hub
India’s growing strategic importance could also extend beyond domestic consumption. Oriflame is strengthening its manufacturing capabilities in the country through partnerships such as Akums, while exploring opportunities to scale local production further.
The company is also assessing the potential for India to serve selected international markets through increased local manufacturing capabilities.
Oriflame plans to continue developing its beauty and wellbeing portfolio while investing in the technology, training and digital tools that support Beauty Entrepreneurs in building their businesses.
Digital capabilities will be used to improve product discovery, consumer engagement and business development. At the same time, Oriflame intends to retain personal recommendation, trust and community as key elements of its direct-selling model.
Orkun Gül, Chief Commercial Officer, 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.”
Building Towards 2030
By 2030, Oriflame expects India to play a substantially larger role in its global business. The company plans to expand its consumer and Beauty Entrepreneur communities, increase its geographic reach and explore opportunities for India to contribute further to Oriflame’s international growth.
