Sustainable Beauty

Swedish beauty brand Oriflame is continuously striving towards making their products environment-friendly. Frederic Widell, VP and Head of South Asia, and MD of Oriflame India talks about sustainability in beauty practices, worldwide trends, and new design collaborations.

- Bayar Jain

How is Oriflame blending the best of fashion and beauty through its collaboration with Indian designer, Rohit Bal?

Beauty and fashion are completely interlinked, especially for women. We sell some accessories ourselves, and they are doing well across the world. So, for us to collaborate with Rohit again makes 100 per cent sense. I think that our brands blend together in a good way. We are a very old beauty brand, and Rohit is one of the pioneering fashion designers in India, who has a very strong presence here. We have collaborated with him before as well when he designed a few accessories for us that were a huge success.

What, according to you, are the top sustainable trends in the beauty industry?

I think sustainable beauty is the fashion of the hour, especially with millennials and GenX. And it makes perfect sense. If I was going to buy something, I would want to make sure it doesn’t have a negative impact on the environment. Oriflame is at the forefront in this regard. We derive inspiration from around the world in terms of trends, and so forth. For instance, to get rid of the parabens and plastic particles in shower gels, we use natural exfoliants.

How is Oriflame contributing to the segment of ‘Conscious Beauty’?