Oriflame names Edyta Kurek as first female India head

Swedish skincare, beauty, and wellbeing brand has named Edyta Kurek as its first female head in India. As senior vice president and head of India and Indonesia, Kurek will lead operations as the business continues to expand its social selling model in the country.

“Our social selling model empowers individuals to achieve both wellbeing and financial freedom,” said Kurek in a press release. “We foster micro-entrepreneurship and provide the necessary training and skilling to build successful careers. This approach offers not only flexibility but also acts as a startup builder, equipping individuals with the tools they need to thrive. 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. 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.”
 
Oriflame aims to offer both financial freedom and wellbeing through its over 130 vegan certified products. The business retails skincare, haircare, colour cosmetics, and body care goods and aims to cater to a range of age groups.
 
“The significant socio-economic impact of the direct selling industry: in FY 2022-23, the industry achieved a gross national turnover of over Rs 21,200 crore and provided self-income opportunities to nearly 86 lakh people, including around 32 lakh women,” said the Indian Direct Selling Association’s chairman Vivek Katoch in a press release. “The industry is increasingly seen as a viable career option, especially for those aged 25 and above, with a 19% growth in this age group compared to FY 2021-22, translating to over 3,300 new entrants daily.”