The New Momentum of Oriflame From Mexico

In Mexico, Oriflame has long been part of the everyday lives of millions, not as a passing trend, but as a brand that becomes embedded in routines, vanities, and consumer choices. It appeals to those who seek international standards and a vision of beauty rooted in wellness and personal autonomy. The brand is not arriving, it’s always been here. What’s evolving is how it projects itself into the future.

At the helm of this new chapter is Ernst Lundberg. Swedish. Observant. Strategic. A leader who has seen Oriflame from many angles, Latin American markets, European headquarters, local operations, and global vision. Today, he channels that experience into a clear mandate: to refine, elevate, and expand Mexico’s role within the brand’s international story.

What follows is not a traditional interview, but a narrative journey through the thinking of a leader who embodies a new way of building global brands, not from a manual, but from deep listening. Not from urgency, but from a profound understanding of the human experience.

Ernst Lundberg doesn’t offer scripted answers. He offers signals. He opens doors. He names what’s often invisible. What emerges is not a list of ideas, but a vision. A quiet strategy that, like all essential things, transforms without noise.

1. Oriflame is a global brand with deep architecture. How do you build a local vision without losing the international soul?

E.L: By understanding that origin is a compass, not a formula. The Swedish essence of Oriflame, science, simplicity, authenticity, guides us, but it’s not a mold. Mexico has its own rhythm, its own aspirations, and a distinct way of living beauty. Building a local vision means listening before speaking. It means letting the brand engage in real dialogue with people’s everyday lives, without compromising what makes Oriflame, Oriflame.

2. What part of your leadership wasn’t shaped in business school, but is essential today?

E.L: Sensitivity. That intangible yet essential ability to read how a team feels, to know when to support and when to challenge. Business schools teach structure. But empathy, human intuition, that’s something life teaches you. Today, leading without empathy isn’t just ineffective, it’s impossible.

3. What does it mean to innovate in a system where people—not stores, are the true channels?

E.L: It means shifting the paradigm. People aren’t intermediaries, they are the brand’s beating heart. To innovate is to make their journey easier: clearer training, intuitive tools, stories they can share with pride. Real innovation doesn’t shout. It empowers, simplifies, elevates.

4. As beauty evolves as a category, where does Oriflame stand within this new map of wellness, luxury, and identity?

E.L: In a space where quality doesn’t mean exclusivity. Many premium products are still designed as unreachable objects of desire. Oriflame does the opposite: it believes that true luxury is what improves your daily life honestly, effectively, and accessibly. We don’t commercialize wellness. We democratize it.

5. In a world obsessed with virality, how do you build something that lasts?

E.L: With patience. With coherence. By returning to what matters most: people. Virality burns fast. Trust takes time. What lasts is real experience, the repeated sense that “this works,” “I belong here,” “this matters.” You don’t buy community. You build it.

6. You’ve worked across geographies. What has each country taught you about beauty, connection, and business?

E.L: Latin America taught me warmth, the passion with which human networks are built. Europe gave me structure, long-term vision. And Mexico reminds me every day that here, beauty is not just aesthetic, it’s identity, pride, and possibility. Every country isn’t just a market; it’s a vital layer in our brand’s global story.

7. What part of the Oriflame model do you think still hasn’t been told with the depth it deserves?

E.L: The personal transformation experienced by those who choose to join us. We talk a lot about product, business, systems. But what happens inside, the confidence gained, the voice rediscovered, the community formed, is perhaps our most powerful narrative… and the one least told.

8. What reminds you every day why it’s worth being here, and not at just any other company?

E.L: The moments of transformation. Seeing someone who once doubted become a leader. Watching someone discover strengths they never imagined. These quiet but powerful shifts are the clearest evidence that what we do matters. Being part of that process is an honor.

9. What’s something Oriflame does for its people that almost no one outside knows?

E.L: We support. We teach. We open paths. Behind every catalog is a living ecosystem of learning, growth, and personal development. From the outside, it may look like just a brand. From the inside, it’s a platform that drives human potential far beyond commerce.

10. What makes you most proud of what Oriflame Mexico represents today, not just in numbers, but in perception?

E.L: The return of belief. After complex years, seeing the community reconnect, regain trust, and grow again is deeply meaningful. Today, Oriflame Mexico is not just a solid operation, it’s a movement. One fueled by energy, optimism, and a renewed certainty that the best is still ahead.

EPILOGUE

This is not just a portrait of a leader. It is the silent cartography of a transformation underway. Ernst Lundberg is not merely managing a market, he is holding a vision. One that doesn’t seek virality or applause, but depth, coherence, and long-term impact.

In times of excess, Oriflame chooses clarity.
In times of urgency, it chooses to listen.
And in times of noise, it chooses to keep building, without losing its soul.