Izabela Sobstyl: From Vision to Growth in Global Beauty Leadership

Discover how Izabela Sobstyl, Deputy General Manager at Oriflame Romania and Moldova, turned courage, adaptability, and global experience into outstanding brand growth and leadership success.

Izabela Sobstyl, Deputy General Manager at Oriflame Romania and Moldova, international strategist, brand creator and leader with exceptional drive, known for transforming vision into growth. With over 15 years of international experience in marketing, media, sales and brand development, Izabela Sobstyl is the kind of leader who doesn’t just follow trends, she turns them into results. Originally from Poland and established in Romania since the early 2020s, Izabela has gained experience in the regional and global roles, working in Sweden, Poland and Turkey. Launched an international make-up brand OnColour, scaling it across more than 60 countries. In recent years, has been one of the architects of the accelerated growth of the local market, contributing to positioning Romania as the most dynamic Oriflame market in Europe. Under her leadership, the brand has gained speed, relevance and traction – from record-breaking new customer acquisitions to campaigns that have brought Oriflame closer to new generations of consumers.

C&B: If we were to look at the narrative thread of your career, what were the key moments that defined you?
Izabela Sobstyl: Looking back, I believe what shaped who I am today was the courage to take risks and not wait for the “perfect” moment. One of the most defining decisions in my journey was choosing to move abroad. Was I scared? Absolutely. But experiencing different countries, cultures, and roles allowed me to see business from multiple perspectives – global, regional, and local – and shaped me into a more adaptable, open, and strategic person.

Four countries – four perspectives, four engines that shaped who I am today: Poland, Turkey, Sweden, and Romania. Each one marked a milestone in my journey.

To give an example of how quickly life can change: a few years ago, I was offered the opportunity to lead the launch of a new make-up brand. What did it require? Leaving everything behind and moving to Stockholm. After weighing the pros and cons for just one night, I said yes. Within two weeks, I was living in Sweden.

It became one of the most exciting and transformative experiences of my career. It was a unique chance to see the beauty industry from behind the scenes – something many people only dream about. That decision led to the launch of the international brand OnColour. Even today, seeing women around the world using an OnColour lipstick or mascara gives me a deep sense of pride and fulfillment.

If there’s one lesson I carry from this journey, it’s this: growth rarely comes from waiting for certainty. It comes from saying yes to opportunities, stepping into the unknown, and trusting that you will rise to the challenge.

C&B: What has been the most difficult moment in your journey so far, and how did you overcome it?

Izabela Sobstyl: The most difficult moment came when Covid hit just after I had moved to Romania. I had no time to build networks or create strong bonds with my new team, and suddenly everything stopped. As a very people-oriented person, this was hard. But it once again showed me how important flexibility and fast adaptation are – both in business and in life.

I learned that true success is about keeping people connected, engaged, and moving forward – no matter the distance,pandemic, online or offline.

Simple things made a difference: spontaneous WhatsApp video calls, informal Teams catch-ups, staying connected even without structure. Step by step, this built trust and turned us into a strong, united team that could grow the business regardless of where we were. Today, our team shaping the business in Romania is multinational – with people working from Poland, Moldova, and Romania. 

Also, it showed how powerful digital tools are, creating new opportunities exactly where traditional ways of working could no longer continue.

C&B: Is there a dream or ambition that has always guided you?
Izabela Sobstyl: I’ve always been driven by a need for change – to grow, do more, and never settle. Curiosity and hard work have guided me. I don’t believe success or doing what you love is about luck- for me, it’s 1% dream turned into action, 99% effort. 

Today, I take great satisfaction in working in a beauty business that unlocks entrepreneurial potential, it is a great environment of very ambitious, energetic people – it feels like home and it is very rewarding seeing women build their success.

C&B: How did you see yourself at the beginning, and how have you transformed?
Izabela Sobstyl: At the beginning, I tried to prove myself by doing everything alone and, was always chasing change. Today, I’ve learned to first appreciate what I have, set clear goals, and combine a strong data-driven approach with innovation to achieve them.

I know that success isn’t mine alone – it’s OURS. There’s a saying: alone, you can run fast, but together, you can go further. A strong team of independent personalities is the key to long-term success. My role is to keep energy and excitement high, inspiring people to give their best.

C&B: If we were to meet your collaborators, what would they say about you?
Izabela Sobstyl: I believe they would say that I’m positive and solution-oriented person. I think they might also say that I like to push boundaries and explore new ways of doing things, however people and good energy are always at the core of everything I do. I hope those around me can feel that.

C&B: What is the most important decision that changed your trajectory?
Izabela Sobstyl: A long time ago, I realized that what I was doing no longer gave me satisfaction and that I couldn’t grow in this area anymore. I made the decision to leave and start my own business, focusing on my passion for fashion, beauty and image creation. This led me to start collaborating with Oriflame – a moment that became a new beginning. Taking that risk and following what I believed in ultimately brought me to where I am today.

Equally important has been speaking openly about my goals. 

My advice to anyone: don’t be shy about where you want to go. Share your ambitions clearly – your manager can’t support you if they don’t know what you aim for. Making your goals visible opens doors and can place you in positions where you can truly grow.

C&B: How did you build your leadership style?
Izabela Sobstyl: Listening carefully and staying open to what I hear has shaped the way I am now.

Leadership for me is a mix of intuition, feedback, observation, and working closely with inspiring leaders while being an active part of the team. 

I was fortunate to have an exceptional coach, Jolanta Pastor, early in my career. Her guidance was priceless; I strongly believe that her external input was precious – it helped me tostep up faster and see things from new perspectives.

C&B: What does a typical day look like for you now?

Izabela Sobstyl: My days are dynamic and full of interaction; some can compare it to the day of a chef in a busy kitchen. Hands-on, ‘’tasting, adjusting’’, and collaborating with the team. Some moments require improvisation, others fast decisions, but the goal is to deliver results and support everyone around you.

After a hectic day, it’s crucial for me to find balance -swimming, taking walks, listening to an audiobook, and spending time with loved ones. I truly appreciate coming home to a space where I feel supported. Together with my partner, we also reward ourselves by traveling, which clears the mind and sparks new inspiration.

C&B: What values guide you daily?
Izabela Sobstyl: The three values that guide me are simple: set high standards for yourself first, before expecting anything from the team;always explain the “why” so the team doesn’t just follow instructions but actively participates in planning and implementation; and build strong, trust-based relationships –the human factor in business is crucial for me.

C&B: If you were to share one message with people who follow your example, what would it be?

Izabela Sobstyl: Take opportunities, embrace risks, and bring people along,  growth is more exciting and always stronger when it’s shared.

Izabela Sobstyl’s journey is a powerful example of how courage, consistency, and people-centered leadership can transform ambition into lasting impact. By embracing change, trusting her instincts, and investing in strong teams, she has built a career defined not only by results, but by purpose. Her story reminds us that true growth comes from taking risks, staying curious, and lifting others along the way.