New Global Beauty & Wellbeing Report unveils Emotional Wellbeing as the True Face of Beauty

New research from Oriflame redefines beauty as a powerful driver of wellbeing

Stockholm, Sweden – 08^th October 2025 – Global beauty and wellbeing company, Oriflame, today releases its first Beauty & Wellbeing Report, revealing a major shift in how women around the world experience and define beauty. Based on a study of 3,500 women across seven countries, the report highlights the powerful role beauty plays in enhancing emotional wellbeing, self-confidence, and daily self-care.

The findings reveal that beauty today is not about chasing perfection, but about feeling emotionally supported, connected, and in control. Rituals such as skincare, makeup, and fragrance are now recognised as important tools for calm, positivity, and authenticity in a fast-paced world.

Speaking about the report, Anna Malmhake, CEO & President of Oriflame, said, “This report reaffirms what we’ve believed for decades: that beauty is a deeply emotional and empowering experience.

“Across the world, women are telling us that beauty rituals help them feel grounded, confident, and connected to themselves. That’s exactly the kind of beauty Oriflame stands for: accessible, effective, and emotionally meaningful.”

Key Findings:

• • Beauty & wellbeing are intricately connected: 95% of respondents say that they recognise a link between beauty and wellbeing, of those 42% see a strong link between the two.

• • Some 64% of women are most interested in personalised skincare and nutrition, more than any other health intervention.

• • Some 71% believe society overemphasises beauty, while individuals themselves place a greater value on self-confidence (47%) and happiness (36%). Some 43% of respondents connected beauty with both inner and outer qualities.

• • “Looking good makes me happy” was ranked as top choice for enhancing wellbeing but other benefits also included “feeling more positive about life”, “finding inner peace when they look good” and “feeling mentally refreshed after caring about their appearance”.

• • Efficacy is the #1 contributor to wellbeing across all consumers, with 56% of consumers say results in skincare most benefits wellbeing.

• • Make-up is the #1 beauty category to make consumers feel and look more attractive.

• • Hair styling, treatments, and makeup support both physical and emotional wellbeing by enhancing appearance, boosting confidence, and enabling self-expression.

• • Skincare routines and treatments are closely linked with feelings of being refreshed, maintaining healthy skin, and preserving a youthful appearance. They are central to self-care rituals and daily wellness.

Cultural Perspectives:

The report also uncovers cultural nuances in how beauty supports wellbeing:

• • Consumers in Mexico are more satisfied with wellbeing than those globally. Almost two thirds are satisfied with their overall wellbeing.

• • In India, self-confidence is the top beauty descriptor, ranking higher than physical attributes.

• • China emphasised the importance of product safety and education with 50% Chinese women looking for educational content on safe ingredients.

• • Some 68% of UK consumers think Longevityis the most important beauty and health intervention for having a happier & healthier life, versus global (55%).

• • In Poland, a ‘well-groomed appearance’ and ‘looking healthy’ remain highly prioritized and valued by both society and individuals.

• • In Nigeria, overwhelmingly the biggest barrier to not meeting wellbeing needs is lack of money (58%) versus Global (38%).
  • In Turkey, three quarters feel that society’s beauty standard is more likely to be driven by physical attributes. This is significantly higher than their global counterparts but lower when compared on a personal level. Only 41% of Turkish women are concerned of physical appearance on a personal level.

For more information: press@oriflame.com