Oriflame investments to balance setbacks in other markets

By Michelle Yeomans

- Last updated on GMT

Related tags Plant stem cells Stem cell

Oriflame investments to balance setbacks in other markets
Despite a fire in one of its’ main warehouses setting back business last month, the Sweden-based company has made efforts to move forward with further investments in the lucrative stem cell segment.

Despite the blaze consuming the cosmetics giant’s 4,000ft square facility in India in November, VP of investor relations, Anders Agren says it will only have a “short term impact on service levels.”

Nevertheless, Oriflame has continued to invest and expand, which will help to balance out setbacks like these in other markets.

The cosmetic company has invested in a new plant that will solely focus on the cultivation of plant stem cell cultures as it further aims to develop stronger anti-ageing ingredients that can boost and rejuvenate the skin.

In addition to installing a plant cell culture laboratory in-house, it has also entered into a collaborative partnership with Swedish company In vitro​ Plant-tech AB, who is specialised in bio-manufacturing cell cultures and explants from medicinal plants.

Oriflame strives to innovate through science, explore new ingredients and seek new ways to bring nature’s goodness to our products in a sustainable manner. The use of plant stem cells reflects our core identity of fulfilling dreams in a natural, progressive and ethical way​,” says skin research director, Dr. Alain Mavon.

Efforts to reach sustainable goals through this technology

Mavon adds that sourcing raw materials is of fundamental importance to Oriflame and the company is taking action to better manage natural resources and significantly lower its ecological footprint, and that using plant stem cells carries a number of important benefits in this area.

It will give our consumers affordable skincare products containing highly effective, sustainable and safe active ingredients through breakthrough technology. Moreover it demonstrates our emphasis on scientific endeavour and commitment to innovation that stands out in the direct selling industry​.”

The skin research director notes that this technology will specifically reduce water consumption the production of an active from plant stem cells, which requires roughly ten times less water than traditional methods. It will also conserve natural resources fields which can be used instead for vital food cultivation as less energy is consumed in harvesting and processing.

It is also said to protect biodiversity as only a very small part of a plant is needed to initiate a plant stem cell line, for example 1 kg of cells equates to 5,000 flowers and moreover, that no plants need to be picked from the wild.


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