Oriflame Digitizes, Expands Seller Network Amidst Quick Commerce Boom

Oriflame is embracing digital transformation to enhance its direct-selling operations, responding to consumer expectations for faster deliveries shaped by quick commerce trends. The Swedish beauty brand, however, is not pivoting to its own retail or e-commerce models, instead focusing on empowering its existing network of direct sellers.

The company's global chief executive officer, Kenneth Benaim Campbell, emphasized that Oriflame's 250,000 direct sellers are crucial for reaching diverse locations. To support this, Oriflame is digitizing its model and improving fulfillment for orders placed through its sellers, while also engaging in partnerships with quick-commerce platforms.

India represents a significant growth market for Oriflame, contributing under a tenth of global revenue. The company has ambitious goals for India, aiming to reach one million partners by 2030 and expecting the country to account for a quarter of its global revenue by then. This expansion will target tier-II and tier-III cities.

Furthermore, Oriflame is restructuring its manufacturing in India. Approximately 240 products will be produced through contract manufacturing, reversing the historical 80% in-house production to 80% outsourcing. This strategic shift is intended to increase agility and speed in bringing products to market.