Over eight extraordinary days in Seoul, our Global Top 15, Executive Leaders, and Diamond Leaders came together for the Oriflame Executive Diamond Conference 2026. From a private welcome at one of the city’s most iconic hotels, to traditional Korean cultural experiences, a landmark Business Summit, and a closing Gala Dinner inside one of Asia’s most breathtaking immersive venues, Seoul delivered a week that will stay with our community for a long time.
Seoul as a backdrop
The conference opened at Signiel Seoul, high in Lotte World Tower with sweeping views over the Han River. A setting that made the occasion feel special from the first moment. From there, the community stepped into the city itself: dressing in traditional hanbok at Bukchon Hanok Village and taking part in hands-on cultural experiences including Korean typography. The day ended with a private dinner at Samcheongak, a historic hillside venue surrounded by pine forest.
The Beauty Entrepreneurship Summit
The centrepiece of the conference was our full day Beauty Entrepreneurship Summit on the theme: moving from push to pull.
Anna Malmhake, CEO and President, opened with a clear vision for Oriflame’s future. Beauty Entrepreneurs from across the world took to the stage with real stories from building their own beauty businesses. Orkun Güll, our new Chief Commercial Officer, addressed the room directly. Alexander af Jochnick, member of the founding family of Oriflame and Board Member, anchored the direction in our deeper values. Elena Degtyareva, Chief Marketing Officer, led the launch of integrative beauty, followed by an expert panel. Guests enjoyed a coffee break with a difference, trying the new Oriflame Beauty Collagen drink.
The evening carried the energy to Yeong Bin Gwan, a traditional Korean villa, for an after party that became one of the most talked-about nights of the week.
The following morning, the Integrative Beauty Masterclass brought it all to life with hands-on beauty scanning and personalised skin recommendations, taking the summit’s ideas from stage to skin.
Gala Dinner at the Théâtre des Lumières
The closing evening at Théâtre des Lumières Seoul was extraordinary. An immersive digital art space where walls, ceiling, floor, and mirror rooms become one continuous living canvas, transformed for one night around our community.
The evening unfolded with Top 15 leader recognition, a dynamic K‑pop performance, the Growth Council, an unforgettable B‑Boy show, and Gold Executive Director and President honours before turning into a full‑on celebration with a DJ set and dancing long into the night.
Until next time
Leaders left Seoul with new connections, fresh clarity, and a renewed sense of what we are building together.
Thank you to everyone who made it happen. The next chapter starts now.
