Cross-border partnerships can accelerate circular transition: Edyta Kurek of Oriflame
The transition to circular practices requires a significant initial investment but offers substantial long-term returns. Companies who have started implementing circular principles are seeing benefits beyond environmental impact.

The global economy stands at a critical inflection point. As we grapple with unprecedented environmental challenges and resource constraints, the traditional linear model of ‘take-make-dispose’ is not just unsustainable, it’s becoming economically unviable. The circular economy model presents an alternative.
Reimagining Industrial Growth
The concept of a circular economy transcends conventional recycling. It represents a fundamental shift in how we view resources, waste, and economic value. At its core, it’s about designing out waste, keeping materials in use, and regenerating natural systems. With merely 7.2% of global materials being cycled back into our economies, the potential for transformation is immense.
For industries like personal care and cosmetics, this holds particular significance. The sector has traditionally relied heavily on virgin materials, synthetic ingredients, and single-use packaging. However, we’re also witnessing a profound shift as companies are starting to embrace circular principles, from biodegradable formulations to recycled packaging materials. Studies indicate that circular economy principles could yield annual benefits of USD 624 billion for India alone by 2050. This economic potential, combined with environmental imperatives, makes the circular transition both crucial and compelling.
Policy Frameworks Driving Change
The policy framework needs to address several key aspects with robust policy frameworks. . Standardisation of circular practices, incentive mechanisms for sustainable innovations, and clear guidelines for measuring and reporting circular initiatives. These frameworks must balance environmental goals with economic feasibility, ensuring that businesses, particularly MSMEs, can effectively participate in the transition.
For example, Sweden’s journey towards becoming a fully circular economy by 2045 offers valuable insights into effective policy implementation. The country’s pioneering Extended Producer Responsibility (EPR) regulations, introduced in the 1990s, have created a comprehensive framework that holds manufacturers accountable for the entire lifecycle of their products. India is also making significant strides in this direction. The draft National Resource Efficiency Policy (NREP) is a crucial step towards sustainable resource utilisation. This policy framework aims to reduce virgin material consumption while promoting value creation through circular approaches. Additionally, we have the government’s focus on EPR in various sectors, demonstrating a commitment to driving systemic change.
Cross-Border Collaboration and Innovation
The collaboration between Swedish and Indian industries has demonstrated how cross-border partnerships can accelerate circular transition. Through knowledge sharing and technology transfer, innovative solutions are emerging that address local challenges while contributing to global sustainability goals. This partnership model is particularly relevant for rapidly growing economies where the intersection of industrial growth and environmental sustainability is crucial. Traditional business models are also evolving to start supporting circular practices.
Direct selling networks, for instance, demonstrate how entrepreneurship models can advance sustainability goals by enabling deeper market penetration for sustainable products while creating economic opportunities. These networks excel at product education and building consumer awareness about sustainable choices, making them effective channels for promoting circular economy principles. Technology will also play a pivotal role in enabling circular practices.
Advanced material science is revolutionising product formulations, while digital technologies are optimising supply chains and enabling better tracking of materials. Artificial Intelligence and blockchain solutions are enhancing transparency and traceability, crucial elements for successful circular systems.
Economic Implications and Business Transformation
The transition to circular practices requires a significant initial investment but offers substantial long-term returns. Companies who have started implementing circular principles are seeing benefits beyond environmental impact. They’re discovering new revenue streams, reducing operational costs, and building stronger brand value. The beauty and personal care industry, for instance, is witnessing innovations in bio-based ingredients, refill systems, and packaging solutions, a practical demonstration of the commercial viability of circular approaches. Similarly, manufacturing industries are finding innovative ways to close the loop in their production systems.
From using post-consumer recycled materials to implementing take-back programmes, companies are rethinking their entire value chains. The use of recycled materials in packaging alone can lead to significant reduction in carbon emissions, while creating new value streams. The role of direct selling networks in this transformation is particularly noteworthy. These networks, with their person-to-person connections, are uniquely positioned to drive consumer education about sustainable products and circular practices.
Direct sellers can become ambassadors of sustainability, encouraging responsible consumption and facilitating product returns and recycling programs at a community level. As we look towards the next decade, the circular economy will be central to industrial sustainability. The challenges are significant, from technological barriers to supply chain complexities, but the opportunities are much greater. Success in this transition will require a collaborative ecosystem where policy makers, industry leaders, and consumers work in tandem.
The next phase of industrial development must prioritise regenerative practices that benefit both business and planet. This involves rethinking design principles, investing in sustainable technologies, and fostering innovation across value chains. Companies that embrace this transformation early will likely find themselves better positioned in an increasingly resource-constrained world.