Oriflame has released its inaugural Beauty and Well-being Report, revealing a significant global shift in the perception of beauty. The study, which surveyed 3,500 women ages 18-75 across seven countries, demonstrates that beauty is now intrinsically linked to emotional well-being, serving as a vital tool for self-care and confidence.
Deeply Personal, Empowering Force
The report indicates a clear move away from the pursuit of perfection. Instead, women are embracing beauty rituals like skin care, makeup and fragrance to foster a sense of calm, positivity and authenticity. These practices have become powerful methods for feeling grounded and in control in a demanding world.
"This report confirms what we have long believed: beauty is a deeply personal and empowering force," said Anna Malmhake, CEO and president of Oriflame. "Women are telling us that their beauty routines are no longer just about looking good, but about feeling confident, grounded, and connected to their true selves. This is the very essence of the accessible, effective and meaningful beauty that Oriflame champions."
8 Key Findings in Wellbeauty
- 95% of women surveyed recognize a connection between beauty and well-being;
- Personalized skin care and nutrition are the top health interests for 64% of women;
- While 71% of women surveyed feel society overemphasizes physical beauty, women personally prioritize self-confidence (47%) and happiness (36%);
- The top benefit of beauty is happiness, followed by feeling more positive, finding inner peace and feeling mentally refreshed;
- Product effectiveness is the number one driver of well-being, with 56% of women surveyed stating that visible results in skin care provide the most significant benefit; and
- Makeup is ranked as the #1 beauty category for making consumers feel more attractive, while hair care and skin care are central to daily self-care rituals.
Cultural Perspectives on Wellbeauty
The report also highlights unique cultural insights:
- Mexico: Consumers report higher satisfaction with their overall well-being compared to the global average.
- India: Self-confidence is the primary descriptor of beauty, valued more than physical attributes.
- China: Product safety and education are paramount, with half of the women seeking content on safe ingredients.
- United Kingdom: Longevity is a key concern, with 68% viewing it as the most important factor for a long, healthy life (vs. 55% globally).
- Poland: A "well-groomed" and "healthy" appearance remains a high priority for both society and individuals.
- Nigeria: Financial constraints are the biggest barrier to well-being, cited by 58% of women (vs. 38% globally).
- Turkey: While 75% feel society focuses on physical beauty, only 41% of women are personally concerned with it.
The Beauty and Wellbeing Report commissioned by Oriflame was conducted by the independent research firm Toluna between November and December 2024.
