Beauty and wellness company Oriflame is looking to accelerate the growth of its India business, which currently ranks among its top three markets globally. The Swedish company aims to grow India’s share of global revenues to about 25 per cent by 2030 from a little less than 10 per cent in 2025.
Kenneth Benaim Campbell, Global CEO and President, Oriflame, told businessline, “We have to be more ambitious and way more obsessed about driving business in India because…. India is growing and the beauty market in the country is growing rapidly and we have to participate and contribute to that growth.”
Campbell, who took over just four weeks ago, believes the comapany is only scratching the surface in terms of tapping the potential of the India market, as higher disposable income and aspirations is fuelling rise in demand for beauty products in the country.
“In 2025, India business contributed slightly less than 10 per cent of to our global revenues. India is, today, the fastest-growing Oriflame business that we have. I think India business can increase its contribution to global revenues to 25 per cent by 2030,” he added.
Oriflame, which has had a presence in India for 30 years, is also looking to grow its relevance among Gen Z consumers. “In today’s world, there are more choices, brands and ways to access beauty products across different channels. We want to stay true to the direct selling model and offer the immersive experience through our beauty entrepreneurs but modernise our communication strategies to attract consumers of today and tomorrow,” he added.
The company sells its products through its community of about 2.5 lakh direct selling brand partners across 517 cities and towns. “I think we should aim to grow this community to at least 10 lakh beauty entrepreneurs. We will focus on tapping the tier-2 and -3 markets and the next 500 cities in the country,” Campbell said.
In July, the company announced that it will transfer its manufacturing operations in India to a subsidiary of Akums Drugs and Pharmaceuticals. Under this partnership, Akums will continue to manufacture Oriflame products. Campbell said this is a strategic decision, as the company aims to accelerate its India business by focusing on the core aspects of its business model. “We had two factories. Akum has 19 factories and they are expanding this footprint. This partnership will be strategic for the India business.. But we believe they will also have the capacity at some point to become a source for products for other markets,” he added.
Skincare, fragrances and wellness products account for a large chunk of Oriflame’s India business and the company is also focusing on tapping the premiumisation trend.
Published on September 17, 2026
