Oriflame Refocuses Strategy on Tier-2, Tier-3 Cities After 30 Years

After three decades of operations in India, Swedish beauty brand Oriflame is charting a new growth trajectory. As the company marks its 30th anniversary this month, it’s shifting focus from saturated metropolitan markets to untapped opportunities in smaller cities and towns.

Oriflame pioneered the direct-selling model in India when it entered the country in 1995, alongside Amway. However, the competitive landscape has transformed dramatically, with aggressive homegrown direct-to-consumer players and global brands flooding the market. “The focus is on tier-2 and tier-3 cities because large metros are saturated with options,” explains Edyta Kurek, senior vice president of Oriflame India and Indonesia.

Digital-First Approach in Smaller Markets

The company is implementing a mobile-focused digital campaign strategy tailored for smaller cities, recognizing the growing internet penetration and smartphone adoption in these regions. This hyperlocal approach allows Oriflame to reach potential customers who were previously underserved by traditional beauty brands.

Strengthening Local Presence

Beyond digital initiatives, Oriflame has begun registering its presence at local touchpoints and community centers in tier-2 and tier-3 cities. This ground-level engagement complements its online efforts, creating multiple channels for direct customer interaction and sales.

The strategic pivot reflects broader industry trends as direct-selling companies adapt to changing consumer preferences and market saturation. By targeting smaller urban centers, Oriflame aims to revitalize growth and maintain its relevance in India’s dynamic beauty market. The company’s success in executing this expansion strategy will test whether established direct-selling models can thrive beyond metropolitan centers in India’s evolving retail landscape.