STOCKHOLM – Global beauty giant Oriflame has announced the appointment of Orkun Gül as its new Chief Commercial Officer (CCO). In his new capacity, Gül joins the company’s Global Leadership Team, where he will be responsible for spearheading commercial strategy across all international markets.
The move comes as Oriflame seeks to revitalize its social selling model and accelerate growth across its key global territories, including high-growth hubs like India and Indonesia.
A Veteran of Direct Selling
Gül arrives at Oriflame with over 20 years of experience in the FMCG and network marketing sectors. His career is marked by a deep understanding of the “people-first” commercial ecosystem:
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Diverse Portfolio: Previous senior roles at Procter & Gamble and over a decade in leadership at Avon.
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Global Footprint: Extensive experience managing markets across Europe, the Middle East, Africa, and the Asia-Pacific (APAC) region.
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Industry Leadership: Formerly served as the President of the Turkey Direct Selling Association, bringing specialized expertise in regulatory and industry-wide growth.
Strategic Focus
Commenting on his new role, Gül emphasized his commitment to the brand’s community of “Beauty Entrepreneurs.” He stated his focus will be on unlocking new opportunities and strengthening the network of independent sellers that form the backbone of the Oriflame business.
Edyta Kurek, Senior Vice President and Head of Oriflame India and Indonesia, highlighted the importance of the appointment for emerging markets:
“Orkun’s proven ability to build disciplined, people-first commercial organizations at scale positions him strongly to lead our next phase of growth. Markets like India remain key growth drivers, and his leadership will further empower our entrepreneur community.”
Market Outlook
The appointment is seen as a strategic pivot to modernize Oriflame’s traditional direct-selling roots. By bringing in a veteran with extensive experience in both legacy FMCG and social selling, Oriflame aims to blend traditional distribution discipline with the agility required for today’s digital-first beauty landscape.
