Swedish beauty and wellbeing company Oriflame is looking to make India its largest market globally by 2030, with the country expected to contribute one in every four euros of its global revenue, compared with around one in 10 today.
The company’s ambitious expansion plan will focus on people as much as products. From its current presence across 517 towns and cities, Oriflame plans to reach another 500 locations, particularly in Tier 2 and Tier 3 markets, while adding 10 lakh new Beauty Entrepreneurs by 2030.
In Shillong, the strategy could bring greater access to beauty, personal care and wellbeing products through Oriflame’s social-selling network, while opening avenues for local entrepreneurs to build additional sources of income. The company’s emphasis on personal recommendation, digital tools, training and community-based selling could be particularly relevant as organised beauty consumption expands beyond major metros in the Northeast.
More than 80% of Oriflame’s Brand Partners in India are women. CEO and President Kenneth Benaim Campbell said India’s evolving consumer base, entrepreneurial energy and growing interest in beauty and wellbeing are becoming increasingly important to the company’s global future.
Oriflame is also strengthening manufacturing in India through partnerships such as Akums and exploring opportunities to scale local production for select international markets. Operating in more than 60 markets, the company said it will continue investing in products, training, technology and digital capabilities while keeping trust, personal recommendation and community at the heart of its model.