New Delhi, Sept. 17 -- Quick commerce is changing what consumers expect from beauty companies: not just what they can buy, but how quickly they can get it.

Oriflame, however, does not plan to respond by building a retail or e-commerce model of its own. The Swedish beauty and wellness brand believes its network of direct sellers can help provide the reach and speed consumers increasingly expect.

"We're not there yet. I don't think that we are going to migrate into quick commerce at all," Oriflame's newly appointed global chief executive officer, Kenneth Benaim Campbell, told Mint.

Campbell said the company already has the ability to reach smaller locations through its 250,000 direct sellers. In Oriflame's model, the seller is effectivel...