Oriflame Northeast Influencer Yatra Kicks Off in Shillong

Shillong: On a bright spring day in the hills of Meghalaya, the Oriflame Presents Whosthat360 Northeast Influencer Yatra officially began its journey at Lady Keane College here on April 7, bringing together beauty, talent, and opportunity in a vibrant campus celebration.

More than 500 students and local influencers gathered for the inaugural activation, filling the venue with energy as they participated in live beauty masterclasses, hands-on skincare workshops, open creator auditions, and immersive product experiences. The sessions were powered by Oriflame Sweden’s dedicated Beauty and Wellness Partner Truck, turning the event into a lively hub of learning and discovery.

Billed as India’s largest regional influencer campaign in the Northeast, the Yatra aims to spotlight and empower creators, students, and women across diverse fields such as beauty, fashion, food, travel, wellness, and lifestyle. Following the successful launch in Shillong, the campaign will roll out to Agartala, Aizawl, Dimapur, Kohima, Guwahati, Nagaon, Dibrugarh, Itanagar, Darjeeling, Siliguri, and Durgapur, before concluding with a grand finale at the WhosNext Regional Influencer Awards in Kolkata on May 10, 2026.

A key highlight of the initiative is #WhosthatNEStar, an open talent platform inviting singers, dancers, comedians, spoken-word artists, and aspiring content creators to showcase their skills on stage. Top performers from each city will be shortlisted, with the most outstanding talent earning a chance to perform at the Kolkata finale, where over 200 leading digital creators, brand partners, and media representatives are expected to come together.

Sanjay Kumar, Vice President – Marketing, Operations, Product & Partnerships at Oriflame, spoke about the campaign’s vision during the launch.

“The Northeast has always been a treasure trove of stories, talent, and culture — one that the rest of India is only now beginning to truly discover,” he said. “Through the Northeast Yatra, we are not just travelling across the region; we are creating a platform where authentic voices gain meaningful visibility, leading to real opportunities. Oriflame’s shared belief in empowerment makes this partnership both natural and impactful.”

Abhishek Chakraborty, Head of Brand, PR & Digital at Oriflame India, added a personal note on the ground-level impact.

“At Oriflame, we believe in empowering individuals to create their own path,” Chakraborty stated. “This collaboration with Whosthat360 allows us to connect directly with communities — especially women — offering them opportunities to explore entrepreneurship and flexible income through high-quality products. The Northeast Yatra is a significant step in making our vision more accessible and impactful.”

Whosthat360 has emerged as India’s fastest-growing influencer content platform, known for its in-depth coverage of the creator ecosystem and for organising major events like the WhosNext Influencer Awards and the National Talent Hunt. The partnership with Oriflame blends the platform’s expertise in talent discovery with the Swedish brand’s strength in beauty and wellness.

Oriflame, founded in 1967, operates as a global beauty and wellbeing company across more than 60 markets. It offers a comprehensive range of skincare, cosmetics, fragrances, personal care, and nutritional products through a modern social selling model that has already empowered over 3 million Beauty Entrepreneurs worldwide. The company has been recognised as a European Climate Leader by the Financial Times and Statista for five consecutive years for its sustainability efforts.

In India, Oriflame continues to focus on women’s financial independence and holistic wellbeing, values that align closely with the objectives of this Northeast campaign.

For many young attendees in Shillong, the day was not just about workshops and product trials — it was an inspiring introduction to professional opportunities in content creation and beauty entrepreneurship. The enthusiasm on campus reflected a growing desire among Northeast youth to be seen and heard on national platforms.

As the Partner Truck prepares to move to the next destination, the Yatra carries forward the spirit of inclusion and discovery. By combining on-ground experiences with real talent opportunities, the campaign is helping bridge the gap between national brands and the vibrant creative community of the Northeast.

With several cities still to visit and many stories waiting to unfold, the Oriflame-Whosthat360 Northeast Influencer Yatra has made a promising start in Shillong, signalling a fresh chapter for regional talent in India’s creator economy.