For nearly six decades globally and 30 transformative years in India, Oriflame has stood as more than a beauty and wellness brand—it has evolved into a purpose-driven platform dedicated to social upliftment and women’s empowerment. At the heart of its mission lies a commitment to helping individuals—especially women—build entrepreneurial journeys that foster not just income, but also confidence, digital literacy, and community belonging.
In this exclusive interview with TheCSRUniverse, Edyta Kurek, Senior Vice President of Oriflame India and Indonesia, offers insights into the brand’s inclusive business model, its growing digital transformation, and its ambition to onboard over 1 million brand partners across India in the next five years.
Kurek reflects on how Oriflame has adapted its global philosophy to resonate with India’s cultural values, championing dignity, flexibility, and recognition for women from diverse backgrounds. From rural entrepreneurs using digital tools to community leaders mentoring new entrants, she highlights how the brand is shaping an ecosystem of self-reliant changemakers. Speaking with clarity and conviction, Kurek underscores that Oriflame’s journey in India is not just about scaling a business—it’s about enabling women to write their own success stories.
Q&A
Q. Oriflame has been a global name in beauty and wellness for nearly six decades. How has the company’s core mission evolved over the years, and what does it stand for today—especially when it comes to social impact and empowerment?
A. Oriflame’s core mission has always centered around people and community. Over nearly 60 years globally and 30 years in India, the company has evolved from simply offering high-quality beauty and wellness products to building a business model that is fundamentally about inclusivity, empowerment, and social impact. Today, Oriflame stands for creating opportunities—especially for women—to achieve financial independence and personal growth. The company’s direct selling model fosters a sense of community, enabling individuals to build their own businesses, gain confidence, and improve their lives. This mission is reflected in the way Oriflame’s relationships with partners start as transactional but quickly become community-based, offering support, mentorship, and a sense of belonging. The company takes pride in being a platform that empowers women to balance work and family, ultimately transforming not just individual lives but entire communities.
Q. As Oriflame completes 30 years in India, can you give us a sense of the scale you’ve achieved here—number of brand partners, market share, and your larger vision for the next five years?
A. Oriflame is celebrating nearly three decades in India, a testament to its enduring appeal and impact. We have built a robust community of brand partners, some of whom have been associated with Oriflame since its very inception in the country. While exact market share figures are not disclosed, the scale is evident in the longevity and loyalty of its partners. Looking ahead, Oriflame’s vision is ambitious: the company aims to onboard over 1 million brand partners in India within the next five years, with the potential to exceed this number depending on market dynamics. The focus remains on deepening our community roots, empowering more individuals—especially women—and expanding its positive social and economic impact across urban, semi-urban, and rural India.
Q. With over 80% of your Indian brand partners being women, what does the average income opportunity look like for them today—and how do these earnings compare across urban, semi-urban, and rural segments?
A. Income opportunities with Oriflame are highly flexible and depend largely on the individual’s commitment, efficiency, and time invested. Women can start earning as little as ₹5,000 per month, but with dedication and experience, earnings can reach ₹5 lakh to ₹10 lakh per month. There is no fixed average because, like any entrepreneurial venture, success is determined by personal caliber and how long one has been active in the system. This earning potential is open to all, regardless of location, although actual income may vary based on local market conditions and individual effort.
Q. Beyond financial earnings, how is Oriflame measuring the broader impact of its platform on women’s lives—such as improved confidence, digital inclusion, or upward mobility within families and communities?
A. While financial empowerment is a key outcome, Oriflame’s impact goes much deeper. Our platform is designed to foster confidence, digital literacy, and social mobility. Through training, mentorship, and community support, women gain skills that extend beyond sales—such as leadership, digital proficiency, and self-assurance. Many brand partners report greater respect and influence within their families and communities, as well as a newfound ability to balance work and personal life. Oriflame’s approach is holistic, aiming to uplift women not just economically, but also socially and personally.
Q. Direct selling and affiliate marketing sometimes face credibility issues in India. What concrete steps is Oriflame taking to improve public perception and build a more professional, aspirational image for this model—especially for first-generation women entrepreneurs?
A. Oriflame addresses credibility concerns by emphasizing personal connection, community selling, and product excellence. Every product comes with direct customer service, and brand partners act as trusted faces for their customers. We adhere to stringent European safety standards and comply fully with Indian regulations, reinforcing our reputation for quality and safety. Oriflame manages the supply chain, R&D, marketing, and brand management centrally, allowing partners to focus on business-building with products that are globally loved and respected. With nearly 60 years of global experience and three decades in India, Oriflame’s legacy and compliance are strong pillars of trust. The company’s model is especially supportive for first-generation entrepreneurs, offering them a ready-made ecosystem to succeed.
Q. Digital tools have become central to your hybrid business model. How are Indian women—especially those outside metros—adapting to online selling, and what kind of training or mentorship are you offering to support their transition?
A. Indian women, including those in non-metro areas, are adapting rapidly to digital selling. Oriflame provides a robust support system with both online and offline training. Brand partners can order products and manage their businesses through a dedicated internal app or website, and the company offers continuous education on its business model, product launches, and unique selling points. This digital inclusion ensures that women, regardless of their location, can access the tools and knowledge needed to thrive. Oriflame’s commitment to digital literacy is helping bridge the urban-rural divide and empowering women to participate fully in the modern economy.
Q. One of Oriflame’s stated goals is to onboard over 1 million brand partners in India. What are the key drivers behind this ambition, and how will you ensure that the journey remains inclusive and not just expansive?
A. The ambition to onboard over 1 million brand partners is rooted in Oriflame’s identity as a business of people and community. Unlike retail, which can be purely transactional, Oriflame’s model is inherently inclusive—centered on building relationships and supporting each other. The company’s nearly 30-year history in India, with many long-term partners, demonstrates our commitment to inclusivity and community. The focus is not just on numbers, but on creating a supportive environment that offers financial freedom and flexibility, especially for women. Oriflame ensures inclusivity by nurturing a culture where every new member is welcomed into a community, receives support, and has the opportunity to grow both personally and professionally.
Q. You’ve led businesses in more than 40 countries and now helm operations in both India and Indonesia. From a leadership standpoint, how do you adapt Oriflame’s global brand philosophy to suit the cultural and entrepreneurial mindset of Indian women?
A. Leading Oriflame’s operations across diverse markets has been a deeply enriching experience, but India stands out for its unique blend of tradition, ambition, and resilience among women entrepreneurs. When I first began working closely with Indian women, I realized that empowerment here isn’t just about financial independence—it’s about dignity, recognition, and the freedom to balance family and personal aspirations.
To truly adapt Oriflame’s global philosophy, we made it a priority to listen and learn from our Indian brand partners, many of whom have been with us since our earliest days in the country. Their stories of perseverance and transformation have taught me that inclusivity must go beyond policy—it must be lived every day, in every interaction. We’ve tailored our training, mentorship, and community-building efforts to reflect local values, ensuring that women feel supported not just as business partners, but as individuals with unique dreams and challenges.
Personally, seeing Indian women embrace digital tools, mentor each other, and rise as community influencers has been incredibly inspiring. Their ability to adapt, lead, and uplift others has shaped my own leadership style—reminding me to never underestimate the power of community and to always lead with empathy and authenticity. The Indian journey has reinforced my belief that Oriflame’s mission is not just to sell products, but to help women write their own success stories, on their own terms.
Q. Does Oriflame have any formal leadership or mentorship pipeline to support women who want to move from sales to becoming regional leaders, trainers, or business influencers within the community?
A. Yes, Oriflame has a formal mentorship and leadership pipeline. We use a dedicated sharing app where experienced business influencers mentor and inspire others. Women like Edie from Nagaland, Vinali, and Aishwarya are examples of women who have grown within the community to become leaders and role models. These influencers support others in building authentic businesses, sharing best practices, and fostering a culture of growth and empowerment.
Q. On a personal note, what has been your most eye-opening or fulfilling experience while working with Indian women entrepreneurs? What lessons have you drawn from your time here that continue to shape your vision for Oriflame?
A. The most fulfilling experience has been witnessing the transformative power of Indian women—their resilience, determination, and ability to drive societal change. Indian women entrepreneurs continually inspire with their spirit and tenacity. The greatest lesson learned is to never give up, a mantra embodied by Indian women and now central to Oriflame’s vision. This unwavering spirit of perseverance and empowerment continues to guide the company’s mission and approach, ensuring that Oriflame remains a platform where women can thrive and lead.
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