Redefining Work In Africa: The Rise Of Everyday Entrepreneurs

Oriflame looks to empower individuals to create flexible businesses either as a second income or as a full-time venture. With its recent launch in South Africa, the company is bringing its inclusive model to a new generation of African beauty entrepreneurs who are reshaping the future of work.

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A New Definition

Across Africa, a quiet transformation is underway. Traditional employment models are giving way to more fluid, self-directed forms of work. With over 60% of the population under 25 and youth unemployment in South Africa nearing 45.5%, millions are turning to entrepreneurship, not just as a necessity, but as a choice.

This shift is not just economic, it's cultural. Work is increasingly seen as a vehicle for self-expression, community impact, and personal growth. From side hustles to digital-first ventures, young Africans are redefining success on their own terms.

Oriflame CEO and President, Anna Malmhake, says: “We’re seeing a generation that wants more than a paycheck. They want purpose, flexibility, and the ability to shape their own futures. That’s exactly what our model supports”.

The Rise of Everyday Entrepreneurs

In cities and townships alike, a new class of entrepreneurs is emerging. From selling beauty products and offering wellness coaching, to curating local services and building brands through social media–many operate informally, yet their impact is anything but small.

These entrepreneurs are agile, creative, and deeply connected to their communities. They are solving local problems with local insights, often with little more than a smartphone and a strong sense of purpose.

“Entrepreneurship in Africa is not just about the big tech companies. It’s everyday entrepreneurs who are thriving, such as the young influencer running a skincare business from her home, the 21-year-old fitness enthusiast running classes online, or the mother who's building a better life for herself and her family through flexible work,” Malmhake adds.

A Model for Inclusive Growth