Swedish wellbeing brand Oriflame has appointed Edyta Kurek as its first female head in India. Under her leadership, Oriflame aims to empower the next generation through initiatives focused on financial freedom and well-being.
Oriflame, a pioneer in social selling, promotes micro-entrepreneurship by equipping brand partners with essential skills and training. This model addresses issues like unemployment and income disparity, fostering financial independence.
The company’s commitment to sustainability and ethical practices is evident in its operations. Oriflame has been awarded the IFCA Star Award for Innovation in Sustainability for its Love Nature Shampoo packaging, made from 100% recycled plastic. It has also been recognized as one of Europe’s Climate Leaders by the Financial Times and Statista for four consecutive years since 2021. Since 2018, Oriflame has used 100% renewable electricity at all its operated sites.
At a recent seminar at the Jio Centre in Mumbai, attended by over 1,200 brand partners, Oriflame launched a strategic initiative targeting India’s youth. The event celebrated the success of existing brand partners and highlighted Oriflame’s social selling model.
“As part of our strategic transformation, we’re placing a strong focus on connecting with young, consumers conscious about their wellbeing. We understand the importance of wellness to today’s consumers,” Edyta Kurek, Senior Vice President & Head of India and Indonesia said.
“By aligning with these trends and values, we create a movement towards sustainable and ethical beauty wellbeing practices that resonate with the youth, offering products that enhance their wellbeing while empowering them to achieve financial freedom,” Edyta added.
Oriflame’s leadership is predominantly female, with women representing 60% of its global workforce. The company offers over 130 Vegan-certified products and adheres to strict European safety standards. In 2023, 95% of Oriflame’s new rinse-off products were formulated to be biodegradable. The brand has developed 11 iconic products, including Tender Care and Milk & Honey.
The direct selling industry, represented by Oriflame, has a significant socio-economic impact in India. In FY 2022-23, the industry achieved a gross national turnover of over Rs 21,200 crore, providing self-income opportunities to nearly 86 lakh people, including around 32 lakh women.
Oriflame’s innovative technologies, such as the Novage+ skincare line with four patented technologies, highlight its commitment to quality and innovation. This dedication extends to products like Feminelle, which focuses on women’s health.
Oriflame’s strategic engagement with young consumers through sustainable practices and high-quality products positions it as a leader in the beauty and wellness industry. The company empowers millions through democratizing wealth and supporting entrepreneurship, fostering a startup culture while adhering to its core values of respecting people and nature.
