Oriflame, the pioneering Swedish wellbeing brand, has announced the appointment of Edyta Kurek as its first female head in India. This significant leadership change marks a new chapter for Oriflame as it focuses on empowering the next generation with wellbeing and financial freedom. At a recent seminar held at the Jio Centre in Mumbai, Oriflame celebrated its brand partners’ achievements and launched a strategic initiative targeting India’s vibrant youth. Over 1,200 brand partners attended, highlighting the success of Oriflame’s innovative social selling model. This model promotes micro-entrepreneurship by providing necessary skills and training, tackling social issues like unemployment and income disparity.
Edyta Kurek, Senior Vice President and Head of India and Indonesia, emphasized the company’s dual strategy: “Our social selling model empowers individuals to achieve both wellbeing and financial freedom. We foster micro-entrepreneurship and provide the training needed to build successful careers, offering flexibility and acting as a startup builder.”Oriflame’s commitment to sustainability is evident in its operations, using 100% renewable electricity worldwide since 2018 and earning the IFCA Star Award in 2023 for innovative sustainable packaging. The brand’s focus on high-quality, vegan-certified products and groundbreaking technologies like Novage+ and Feminelle reinforces its leadership in the beauty and wellness industry.
With a workforce where women represent 60% globally, Oriflame aims to democratize wealth and foster entrepreneurship among the youth, aligning with its core principles of empowering individuals, respecting nature, and maintaining strong social and environmental policies.Vivek Katoch, Chairman of the Indian Direct Selling Association, noted the socio-economic impact of the direct selling industry, highlighting its role in providing self-income opportunities to millions, including 32 lakh women, and its growing appeal among those aged 25 and above.