Swedish beauty brand Oriflame is positioning India as its fastest-growing and potentially largest global market, with newly appointed global CEO Kenneth Benaim Campbell revealing ambitious expansion targets. According to The Economic Times, Campbell expects India to contribute 25% of global revenue by 2030, up from the current 10% contribution. The company plans to add 10 lakh new brand partners to its existing network, representing a four-fold increase from the current 2 lakh active brand partners across 517 cities. Women are expected to comprise more than 80% of this expanded base, leveraging India's growing economy and rising women's workforce participation as key growth vectors for the beauty and personal care sector.
Swedish beauty brand Oriflame is resisting the trend toward quick commerce, with newly appointed global CEO Kenneth Benaim Campbell stating the company has no plans to migrate into quick commerce. According to reports from Mint, Campbell explained that the company's network of 250,000 direct sellers already provides the reach and speed consumers increasingly expect. The CEO emphasized that in Oriflame's model, the seller is the last link in the chain, stating 'If we don't give her the product, she loses the sale immediately.' Campbell told The Economic Times that the company's biggest asset remains its beauty leaders and entrepreneurs, with no plans to enter retail or e-commerce channels.
Oriflame's global revenue declined 7% to €560.9 million in 2025, with the company attributing the decline to inflation, market instability, adverse currency movements, and a smaller sales force. As reported by Mint, India contributes under a tenth of revenue and is the company's third-largest market after China and Mexico. India sales in fiscal year 2025 stood at ₹432 crore with a net loss of ₹30 crore, according to Ministry of Corporate Affairs filings accessed through Tofler. According to The Economic Times, India accounted for one in every 10 euros generated in the previous fiscal year, with the country currently among Oriflame's top three markets globally alongside Sweden and other markets including China, Mexico, Poland and Morocco.
Oriflame is exploring India as a potential manufacturing base to supply to global markets once the company consolidates its domestic growth, as reported by The Economic Times. The company has signed an agreement with Indian manufacturing partner Akums Drugs and Pharmaceuticals Ltd to strengthen its production backbone in the country. 240 products from the Oriflame portfolio are already being manufactured at the Akums facility, with plans to scale this further. Campbell indicated that from India, the company could start manufacturing and producing products for the rest of the world, with the immediate focus remaining on domestic business consolidation before expanding to global markets.
According to EY-Parthenon estimates, India's beauty and personal care market is projected to reach ₹3.26 trillion by FY31, up from ₹1.8 trillion in FY25. As reported by Mint, Campbell acknowledged the success of D2C beauty brands and DTC retail models, but emphasized that Oriflame will not enter retail or create an e-commerce model. The company is also exploring India's growing creator economy, with Campbell noting that the average age of beauty sellers and consumers is similar at 35-37 years. On regulatory challenges, Campbell said Oriflame would continue to operate within whatever regulatory framework is put in place by central and state governments, with the company present in India for over 30 years.
