Edyta Kurek, Senior vice president and head of India and Indonesia at Oriflame, talks about how the global beauty brand is blending science, sustainability, and empowerment in India
Edyta Kurek’s journey with Oriflame is more than just a career—it’s a mission. As Senior Vice President and Head of India and Indonesia at Oriflame, she has played a pivotal role in transforming the beauty and direct selling industry. “I was drawn to this sector because it represents confidence, independence, and empowerment, particularly for women,” she shares. With decades of experience across multiple markets, Kurek has witnessed first-hand how beauty is more than skin deep—it’s a means to financial freedom and self-reliance.
At the heart of her leadership philosophy is a people-centric approach. “I strive to foster a culture where individuals—especially women—feel seen, heard, and empowered. We’re not just building a business; we’re creating a community of strong, independent entrepreneurs.”
The Future of Skincare: Clean Beauty and Holistic Wellness
The beauty industry is evolving rapidly, and Kurek is at the forefront of these changes. “Skincare today is about feeling good inside and out,” she notes, highlighting the growing consumer demand for clean beauty, personalised skincare, and holistic wellness solutions.
Oriflame’s Wellosophy range embodies this philosophy, blending science-backed formulations with natural ingredients. “With rising stress levels impacting skin health, we’ve integrated adaptogenic ingredients like Ashwagandha and Siberian Ginseng to help skin adapt to stress while enhancing overall well-being,” she explains. Additionally, the brand is leveraging AI-driven skin analysis for personalised solutions, catering to India’s diverse skincare needs.
Sustainability is another priority. “Consumers expect eco-friendly products, and we’re committed to responsibly sourced ingredients, sustainable packaging, and ethical manufacturing,” Kurek asserts. With 85% of Oriflame’s products manufactured locally, the company is reducing its carbon footprint while ensuring solutions tailored to Indian consumers.
Standing Strong Amidst Challenges
The direct selling and beauty industry faces growing competition from digital-first brands, but Kurek remains confident in Oriflame’s differentiators. “The real challenge isn’t competition; it’s trust. Consumers invest in values, stories, and experiences,” she says. Oriflame’s commitment to natural ingredients, ethical sourcing, and transparent business practices has earned the trust of millions globally.
Equipping brand partners with digital tools and training has been another key focus. “We ensure that our people—our greatest strength—have access to the latest technology and resources to thrive in today’s fast-paced market,” she adds.
Leading the Sustainability Movement in Beauty
Sustainability is not an afterthought at Oriflame—it’s embedded in the brand’s DNA. “From our Vegan Society-certified Wellosophy skincare line to using 100% recycled plastic for Love Nature Shampoo bottles, we are leading the charge in sustainable beauty,” Kurek states. The company also became the first beauty brand globally to procure Peace Renewable Energy Credits, reinforcing its leadership in eco-friendly initiatives.
Transparency is a crucial part of this strategy. “We openly share our sustainability progress, allowing Indian consumers to make informed choices,” she says. By integrating sustainability across its value chain, Oriflame is setting new industry benchmarks and shaping a greener, more responsible future.
The Road Ahead
As Oriflame continues to grow in India, Kurek remains steadfast in her mission: empowering women through beauty and entrepreneurship. “We’re not just selling products—we’re creating opportunities. When a woman partners with Oriflame, she’s not just using our skincare; she’s building her own success story.”
With a blend of science-backed innovation, ethical business practices, and an unwavering commitment to empowerment, Oriflame is not only shaping the future of beauty but also redefining the role of women in business.
