Why Oriflame's Unusual Yet Tried & Tested Business Approaches Work Wonders

Edyta Kurek, Senior VP at Oriflame is the first woman to manage global beauty brand’s operations in India. With over 30 years of business experience, she has worked in over 40 countries and held various positions. Edyta is a Matured Growth and Change Expert and also chosen as most influential women is business in her early career, specializing in Business Development, Strategic Planning, and Leadership. She is passionate about mentoring and empowering women, both within and beyond the corporate sphere.

In a recent conversation with Global Woman Leader Magazine, Edyta shares insights on India’s cultural uniqueness influencing global beauty industry trends. Drawing examples from Oriflame’s business ideologies, she speaks about the company’s reliance on brand partners who function as micro-influencers and brand custodians. Additionally, Edyta talks about managing ethical challenges in the beauty industry, building trust with consumers around sustainability and advice for women leaders looking to grow professionally. 

What role do you believe India’s cultural uniqueness plays in reshaping global beauty industry trends?

India's beauty industry, based on natural ingredients like Ashwagandha, has become a global base for beauty and skincare. With new technologies and local brands, the world is increasingly interested in India's sustainable traditions. India's combination of West and East influences is evident in its use of natural ingredients and sustainability.

Oriflame, a Swedish beauty company, is incorporating Adaptogen based ayurvedic ingredients into its products. This move aligns with the Indian tradition of offering women not only skincare products but also overall well-being, emphasizing the importance of self-care from both inside and outside.

With the rise of micro-influencers and hyper-localized marketing, how do you view the role of unconventional partnerships in disrupting traditional marketing approaches in the beauty industry?

Oriflame, whose business model is dependent on Social and community selling, has Brand Partners who are micro-influencers who share their knowledge about beauty trends and trends on social media. These influencers are given access to beauty insider details, allowing them to share their knowledge and experiences. The company believes in personal advice and trust-building between consumers and brand partners, leading to better-chosen products and satisfaction. This approach sets Oriflame apart from retail, as it doesn't require big faces and has a different kind of power.

How do you redesign workplace hierarchies and decision-making processes to create an inclusive ecosystem where diverse voices are not just heard but also acted upon?

To create a diverse and collaborative environment, a flat structure is essential. This structure allows for open communication, transparency about progress, and a focus on the voices of all employees. It also ensures that the voices of women are heard, as they have access to information about their needs and wants. This approach allows for more inclusive and effective communication within the company, fostering a more inclusive and successful work environment.

How do you anticipate the ethical challenges tied to the intersection of technology and beauty? What steps should companies take to navigate these responsibly?

In Spain, we are conducting tests to create personalized supplement packs based on customer responses. This approach ensures that customers' choices are the best and that personalization and AI technologies are used responsibly. This approach ensures that customers' choices are tailored to their needs and preferences, ensuring the best possible experience.

We come from a country which is most sustainable and Oriflame maintains highest standards and compliances in all the departments so that the technology become our friend not foe

In a landscape where consumer trust can be fragile, particularly around sustainability claims, how do you build credibility in the beauty industry?

Oriflame is a Swedish company with 55+ years of history, and we have always prioritized sustainability in our business practices. The company is known for its commitment to honesty, respect for nature, and ethical practices. We issue sustainability standard reports annually and have been recognized as a champion of sustainability in Europe for four years.

Our approach involves carefully selecting business partners, suppliers, ingredients, technologies, and human power. We ensure no underage workforce is used and align the products with the regional standards. However, sustainability requires extra effort and costs. To maintain this commitment, Oriflame also educates customers about the importance of sustainable products and encourages them to pay more for sustainable products.

If you were tasked with creating a beauty product that transcends current categorizations and directly challenges existing norms, what would it look like?

We have a 50-year-old product (The GG Pearls or Tender care) that is still selling well but is being upgraded to meet modern requirements. 1 Tender care is getting sold in every 15 seconds Globally and this talks about how loved it is. Also, it is absolutely made in India for the world and interestingly 1st product for Oriflame Sweden

I believe that the most important aspect is delivering honest, high-quality products that are chosen for the customer.

LAST WORD

Surround yourself with ambitious people who dream of changing their lives, and then stay close to them. When you immerse yourself among those with clear plans and bold aspirations, you inevitably become one of them. Focus relentlessly on development, but remember the importance of supporters who assist with daily operations and stand beside you during challenging moments. This balance is essential.

For women specifically, we often construct our own glass ceilings. We hesitate to speak confidently about our achievements, lean too far into humility, or deflect well-deserved compliments. Instead, concentrate on building strong networks and leveraging existing connections. These intentional actions can propel your journey forward without requiring constant external validation.