10 Lakh New Beauty Entrepreneurs in Oriflame’s India Plan to Become Its Largest Global Market by 2030

Kenneth Benaim Campbell, CEO and President, Oriflame, and Orkun Gül, Chief Commercial Officer, Oriflame, outline plans to expand into 500 additional Indian towns and cities, with India targeted to contribute 25% of the company’s global revenue by 2030.

India could account for one in every four euros of Oriflame’s global revenue by 2030 as the Swedish beauty and wellbeing company sets out plans to make the country its largest market worldwide.
The company currently generates approximately one in every ten euros of its global revenue from India. Its expansion strategy includes entering 500 additional towns and cities and adding 10 lakh new Beauty Entrepreneurs over the next four years.
Oriflame already has a presence through its Leaders across 517 Indian towns and cities. Its next phase of expansion will focus particularly on Tier 2 and Tier 3 markets, where the company sees opportunities to reach new consumers and expand its direct selling network.

The plans build on Oriflame’s presence in India for more than three decades. The company has identified growing consumer demand outside major metropolitan areas, increasing workforce participation among women and the adoption of digital tools as factors influencing its expansion strategy.
Beauty Entrepreneurs will remain central to the company’s operations. More than 80% of Oriflame’s Brand Partners in India are women, and the company intends to support additional income opportunities through training, flexible working arrangements and digital business 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.”

Alongside its geographical expansion, Oriflame is examining opportunities to increase manufacturing activity in India.
The company has been developing its local manufacturing capabilities through partnerships, including its recent association with Akums. It is also exploring the possibility of expanding domestic production to supply selected international markets.
Oriflame plans to continue developing its beauty and wellbeing product portfolio while investing in training, technology and digital tools for its Beauty Entrepreneurs.
The company’s approach will combine digital product discovery and business development with its existing direct selling model, which relies on personal recommendations and relationships between Brand Partners and consumers.

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.”
The company operates in more than 60 markets worldwide and has a global community of more than three million Beauty Entrepreneurs and members.
Its product portfolio includes skincare, cosmetics, fragrances, personal care products and nutritional supplements.
As part of its plans for 2030, Oriflame intends to expand its Indian consumer base, increase participation in its Beauty Entrepreneur network and examine how its Indian manufacturing operations could contribute to its international business.

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