Swedish holistic beauty and wellbeing brand Oriflame has introduced its new Optimals Hydra Radiance Range in India, aiming to capture a larger share of the country’s fast-growing skincare market. The range is positioned around the concept of “skinimalism,” combining hydration, barrier strengthening, and microbiome balance in an easy-to-use routine.
The Hydra Radiance line features a mix of moisturisers, cleansers, sunscreens, and eye care solutions. With prices between ₹829 and ₹1,999, the products are dermatologically tested and include active ingredients like Niacinamide, Para-Probiotics, and Ectoin, targeting both urban professionals and family consumers. Edyta Kurek, Senior Vice President & Head, Oriflame India and Indonesia, said the launch reflects the brand’s commitment to delivering skincare that is simple, effective, and adaptable to modern lifestyles.
Beauty consultants report an increasing appetite for premium skincare products that address hydration and protection from pollution, especially among young professionals and college-goers. With emerging as a hub for aspirational consumers in Meghalaya, the Hydra Radiance range is expected to gain traction in both direct sales and digital platforms. Oriflame, present in over 60 countries, markets through nearly 3 million independent partners, reinforcing its direct-selling model in India.