Oriflame celebrates 35 years in Mexico. More than three decades of innovation, community, and a beauty conversation that today renews itself quietly. All while staying true to its essence: a vision of beauty that has always understood personal care as a system. An idea that now speaks directly to the evolution of the industry.
Amid this moment of transformation, Adriana Aguilar, the new Marketing Director of Oriflame Mexico, speaks exclusively with Topics That Transform about the chapter that begins for the brand and the way it seeks to position itself within today’s contemporary beauty conversation.
Author: aNDREA BAU
35 years of beauty evolving
When Oriflame arrived in Mexico, the beauty conversation looked very different. Skincare had not yet taken the central role that now shapes the industry, and wellness was only beginning to appear within the broader beauty discourse. Even then, the Swedish brand was already speaking about something that today feels obvious: personal care goes beyond the surface.
Thirty-five years later, that philosophy remains present. With a community that has grown alongside the brand and a portfolio that now spans different categories of personal care (from skincare and makeup to wellness supplements and fragrances), Oriflame Mexico sees this anniversary as the perfect moment to open a new chapter, with new names at the center of the conversation. Among them, Adriana Aguilar leading the brand’s marketing strategy and Anahí, Mexican star and cultural reference for an entire generation, as its first ambassador.
“When we started talking to her, we discovered that Oriflame had already been part of her life. She used it before going on stage, at home… That made everything fall into place naturally,” explains Aguilar about the decision to choose the former RBD member as the brand’s first ambassador.
Thirty-five years later, Oriflame’s beauty conversation continues to evolve while staying true to its essence.
A portfolio that evolves
Talking about Oriflame also means talking about a portfolio that has accompanied different stages of the beauty conversation. From products that have become classics within the brand, such as the iconic Tender Care multi-purpose balm, to more recent developments responding to new ways of understanding personal care, its proposal has evolved alongside the industry.
“Today consumers understand beauty in a much more holistic way,” explains Aguilar. “That’s why Oriflame has a portfolio that connects different categories: wellness, skincare, makeup, and fragrance. Everything is part of the same conversation.”
Beauty as a system
Within this evolution, Oriflame’s portfolio also reflects a different way of understanding personal care. Skincare lines such as NOVAGE+, fragrances like Essenza, and its wellness supplement line Wellsophy are all part of a vision where beauty is not limited to a single category but built from multiple fronts.
“For a long time the conversation focused only on skincare,” explains Aguilar. “Today we understand that beauty also begins from within. That’s why we talk about wellness, skincare, makeup, and fragrance as part of the same system.” An idea that, in the case of Oriflame, has been developing for decades.
Community before trend
Beyond its products, Oriflame has also built its story through a community that has grown alongside the brand. Unlike many companies in the industry, its model has always been tied to direct recommendation: people who discover the products, incorporate them into their routines, and then share them within their own circles.
“For us, recommendation is key,” explains Aguilar. “There is no better way to discover a product than when someone close to you says they use it and it truly works for them.” In a moment when everything moves between constant launches and fleeting trends, the brand reminds us of something essential: in beauty, trust remains the most powerful connection.
“We want to accompany people find that place where they feel good with themselves. For us, that is the true meaning of beauty.”
Epilogue
Thirty-five years after arriving in Mexico, Oriflame enters a new chapter. One that combines the weight of its history with a vision that seeks to adapt to the way we understand beauty today.
“Oriflame has always aimed to do more than simply offer products,” reflects Aguilar. “We want to accompany people in finding that place where they feel good about themselves. For us, that is the true meaning of beauty.”
