Emotional wellbeing emerges as central to modern beauty: research
Emotional wellbeing, not physical appearance, is at the heart of how women define beauty, according to Oriflame’s first Beauty & Wellbeing Report.
The report is based on a survey of 3,500 women across seven countries: the UK, Poland, Nigeria, India, China, Turkey and Mexico. The report highlights the growing recognition that beauty plays a significant role in emotional wellbeing, self-confidence and daily self-care.
The study found that 95% of respondents recognise a link between beauty and wellbeing, with 42% describing this connection as strong. Rather than focusing on physical perfection, women report that beauty routines help them feel emotionally supported, grounded and in control.
Women also reported that caring for their appearance has wider emotional benefits. These include feeling happier, more positive about life, achieving inner peace and feeling mentally refreshed.
Personalised skincare and nutrition emerged as the most sought-after interventions, with 64% of women expressing interest in solutions tailored to their individual needs. At the same time, 71% felt that society overemphasises physical appearance, while respondents themselves placed greater value on self-confidence (47%) and happiness (36%). Around 43% connected beauty with both inner and outer qualities.
But the research also suggests that maintaining beauty routines is hindered by several factors. Around 38% of consumers cite financial constraints, 29% feel overwhelmed by too many choices and 28% lack time.
Meanwhile, younger audiences particularly struggle to find products suited to their skin type, feel underrepresented in beauty standards and 34% of 18–34-year-olds report struggling with comparisons to others due to unrealistic beauty ideals.
Oriflame CEO and president Anna Malmhake says: “This report reaffirms what we have believed for decades: that beauty is a deeply emotional and empowering experience. Women are telling us that beauty rituals help them feel grounded, confident, and connected to themselves, which is exactly the kind of beauty Oriflame stands for: accessible, effective, and emotionally meaningful.”
Oriflame, founded in Sweden in 1967, is a beauty and wellness company selling skincare, makeup and fragrances through a direct-selling model that lets consultants sell products and recruit others.