Oriflame’s India Expansion Strategy
Oriflame, the Swedish holistic beauty and wellbeing brand, announced that it is targeting India to become its largest global market by 2030. The company projects that India will contribute one in every four euros of Oriflame’s worldwide revenue, a rise from the current contribution of roughly one in every ten euros.
To achieve this, Oriflame plans to recruit 10 lakh (1 million) new Beauty Entrepreneurs across the country by 2030, thereby significantly enlarging its direct‑selling network. The expansion will focus on adding the next 500 towns and cities—particularly in Tier‑2 and Tier‑3 locations—to its existing footprint in 517 towns and cities. The initiative builds on more than three decades of Oriflame’s presence in India, where over 80 % of Brand Partners are women, reflecting the company’s emphasis on women‑led micro‑entrepreneurship.
Manufacturing capabilities in India will be bolstered through a recent partnership with Akums. Oriflame is also evaluating opportunities to scale local production further, with the potential to supply select international markets from India.
Digital tools, training programmes and technology investments will be deployed to strengthen product discovery, consumer engagement and business development for the Beauty Entrepreneurs. The company intends to retain the trust‑based, personal‑recommendation model of direct selling while enhancing it with seamless digital experiences.
Kenneth Benaim Campbell, CEO and President of Oriflame, stated that India’s large and evolving consumer base, entrepreneurial energy and strong appetite for beauty and wellbeing make the market pivotal to the group’s global ambition. Orkun Gul, Chief Commercial Officer, highlighted the importance of combining personal relationships with improved digital experiences, relevant products and stronger commercial capabilities.
Oriflame operates in over 60 markets worldwide and supports more than 3 million Beauty Entrepreneurs and members through its “Plug and Play” micro‑entrepreneurship model. Its product portfolio spans skincare, cosmetics, fragrances, personal care and nutritional supplements. The company has been recognised as a European Climate Leader by the Financial Times and Statista for five consecutive years. For further information, visit in.oriflame.com.