The Swedish beauty and well-being brand reflects on three decades in India, driven by science-led innovation, product quality, and a strong entrepreneurship-led business model
Oriflame, the Swedish beauty and well-being brand, has completed 30 years of operations in India, reinforcing its long-term commitment to product excellence, science-backed innovation, and expanding business opportunities. Entering the Indian market in the early 1990s, the brand has carved a distinctive position within the country’s rapidly evolving beauty landscape.
Over the past three decades, Oriflame has built a robust presence anchored in consistent product quality and its Swedish heritage. The company today offers a portfolio of over 500 products spanning skincare, wellness, colour cosmetics, haircare, personal care, and fragrances. Iconic products such as Tender Care balm and Milk and Honey Body Creams continue to enjoy strong consumer loyalty. Tender Care, now also manufactured in India, remains a global bestseller, with one unit sold every 15 seconds.
Each formulation reflects Oriflame’s emphasis on safety, performance, and responsible ingredient choices, principles that define its product philosophy both in India and globally. Alongside products, community building has been central to Oriflame’s growth story in India. Its network of independent Brand Partners—around 80 per cent of whom are women—has enabled flexible, self-driven income opportunities, contributing to broader economic participation and entrepreneurship.
Commenting on the milestone, Edyta Kurek, Senior Vice President and Head of India and Indonesia at Oriflame, said the brand’s three-decade journey has deepened its understanding of India’s diverse and evolving consumer base. She noted that market scale and complexity have driven investments in science, product development, and local operations, while future growth will focus on engaging emerging consumer segments, including Gen Z, whose expectations are reshaping work and opportunity models.
Oriflame’s scientific advancements are underpinned by extensive research in skin ageing. Its patented bioactivating technology, Oripeptide 3, developed through nearly two decades of cellular health research, supports key skin vitality markers such as firmness and clarity. This research continues to strengthen the NovAge+ range as one of the brand’s most advanced skincare offerings.
Looking ahead, Oriflame plans to expand its skincare and wellness portfolio, strengthen scientific capabilities, and deepen its presence in Tier 2 and Tier 3 cities. With a significant portion of its portfolio manufactured locally, India remains a strategically important and future-facing market for the brand.
