Swedish direct sales giant Oriflame is said to be refocusing its global plans with a stronger focus on the skincare and wellness categories. 

Well known for its beauty and personal care offerings the company is thought to streamlining its focus and will prioritize its well established skincare products as well as its newly launched wellness range. 

Alexander af Jochnick, Chairman of the board at Oriflame, told Live Mint, “In the years to come, these (skincare and wellness) will be our hero categories globally and in India.
“In the years to come, we will have less of personal care products. We are trying to limit non-skincare and non-wellness products but it’s a very slow process.”

Supported by its cosmetics and fragrance products, the move falls in line with global trends as skincare and wellness soar in popularity.