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Yes, we are ambitious. Direct Selling News and all of the companies in this industry, that is. No
challenge is too great. To illustrate this point, DSN created the Global 100, the top direct selling
companies in the world, based on 2009 year-end wholesale revenue (in U.S. dollars).
Using data from Lexis Nexis, Hoovers, Dun & Bradstreet, professional researchers, Standard &
Poor‟s, personal interviews, corporate websites and others, we are proud to offer this list. When
verifying data, every attempt was made to reach a company spokesperson to gain input and
approvals. This was not possible with all companies. We also unequivocally recognize that
research and voluntary reporting cannot provide the entire picture of our industry.
Nevertheless, this is one of the industry‟s most comprehensive reports assembled. We believe that
this will be referenced by other industries, media, private equity investors, academics and
researchers in the coming years, just as our other ranking reports have been. The list also sets
benchmarks upon which to regard each other.
All of us in the industry are keenly aware of the growing competition, and look to this list as a
confirmation of strength and a challenge to strive for more. While absolutely every company on the
list has had obvious success, this formal ranking has further fueled the competitive fire of some
companies. “I really believe this annual DSN ranking stokes the competitiveness that is always
present in an industry filled with entrepreneurs,” said BK Boreyko, CEO and Founder of Vemma
Nutrition Company. “I know with Vemma, as a young company, coming in on the top 100 list is an
honor, but it‟s also something I put up as a goal—to bust into the top 50 over the next few years. I
think these rankings will help every competitive executive in the industry get a much better
benchmark for just how effective his company and team‟s efforts are.”
That kind of competitiveness has helped companies and individuals work through the substantial
economic challenges of 2009. While economic indicators were on code red all around us, direct
selling fared well. With sales ranging from more than $10 billion for our No. 1 entry to around $67
million for No. 100, the direct selling industry once again proves its might.
“Those numbers speak to the fact that a diverse range of direct sales companies are thriving, even
with the current economic issues facing us today,” said Michael S. McDevitt, Chief Financial
Officer of Medifast Inc., parent company of Take Shape for Life. “It says now more than ever,
especially with the explosion of social media, that personal relationships are the driving force
behind how the public views companies and products and how word-of-mouth really shapes the
buying decisions people are making.”
In addition to gathering and verifying the data, several trends were revealed through our research.
One is that international sales were more important than ever, as stronger national economies could
offset unstable ones. “[Our] Malaysian company is the fastest-growing MLM in that country—well
in the top 10, with over 8,000 attendees at our main convention,” said Graeme Clegg, Chairman of
New Zealand-based New Image Intl., whose experience shows that even the Asia-Pacific nations
are looking outward and to each other for growth.
Another notable development is that consumers are growing ever more savvy and committed to
taking care of their own needs. Brazil-based Natura is helping people do that very thing, and
Natura International CEO Mauricio Bellora said, “Over the last year we‟ve experienced very
accelerated growth by focusing on bringing life balance and well-being, or what we call „bem-
estar,‟ to our markets that include South America, Central America and France.” New Image
Chairman Graeme Clegg also reported, “Science-supported products are essential in today‟s more
sophisticated market, when anecdotal stories are no longer accepted.”
Each distributor and customer is also carefully evaluating quality versus price. LR Health &
Beauty Systems‟ CEO Dr. Jens M. Abend stated, “[LR‟s] exceptional sales growth confirms our
strategy to invest in high-quality, innovative products [that are] „Made in Germany.‟ ” Such “made
in…” tags have also helped the Longaberger Co. and CUTCO/Vector Marketing.
A final trend that we have picked up on is that consumers are still “cocooning”—that is,
entertaining at home and making their houses more comfortable. They often reach out via
technology from the comfort of their homes. These facts are providing a great environment for
companies, such as candle-maker PartyLite. “There‟s so much to be excited about right now,” said
Anne Butler, President of PartyLite Worldwide. “There is enormous potential for the classic home
party model to be powerfully enhanced by new technologies like social media, providing us all
with fantastic opportunities to communicate, build relationships and interact with current and
future consultants, hosts and customers.”
As you read through the Global 100, consider how this list would strike an industry outsider.
That‟s just the viewpoint taken by Orville and Heidi Thompson, Scentsy Chief Executive Officer
and President, respectively. “Scentsy is a proud member of the direct selling industry and thrilled
to be recognized on this list…. We are sure most people outside our industry will be surprised by
the size, depth and worldwide scope of the direct selling industry. Many of the largest companies
are household names today, but we expect most people have no concept of the growth and
vibrancy represented by the dozens of very successful smaller, newer companies on the list.”
So, from the first to the 100th, read all about our industry. Scan, read, digest, reread and enjoy.
Avon is the founder of modern direct selling and the acknowledged world leader in cosmetics,
fragrances and toiletries. Avon‟s well-known product lines include Avon Color, Anew, Skin So
Soft, Advance Techniques Hair Care and Avon Wellness.
2. Amway
Sales: $8.4 billion
Country: USA
Amway, under parent company Alticor, is maintaining its might in the industry. Its product banner
includes Artistry cosmetics and skincare products, Nutrilite nutritional products and loyalty-
inducing household products. Amway independent business owners work through the company‟s
e-commerce network.
Vorwerk is an 80-year-old, family-owned, German-based company that has always focused on the
direct selling channel. Products include household appliances as well as high-quality cosmetics.
Vorwerk & Co. KG is a global group that includes JAFRA Cosmetics, which reported sales
volume of more than $500 million 2009.
Mary Kay Inc. was founded by the now-legendary Mary Kay Ash to give women more options.
She struck a chord with the motto “God first, family second, career third.” Today, that message
adjusts across borders and cultures to make the company one of the largest direct sellers of
skincare products and color cosmetics in the world.
5. Natura Cosmeticos SA
Sales: $2.4 billion
Country: Brazil
Natura is the cosmetics giant born in Brazil. Corporate social responsibility is one of its core
emphases, and its more than 900 products help consultants earn a living. Natura also has operations
in Argentina, Chile, Peru, Mexico, France, Venezuela and Colombia.
6. Herbalife Ltd.
Sales: $2.3 billion
Country: USA
Herbalife sells nutritional supplements and weight-management and personal-care products. Its
extensive product line has gained a following and credits success to scientific backing. All of its
products have been developed by scientists, physicians and nutrition experts, including Nobel
laureate in medicine Louis Ignarro, Ph.D.
7. Primerica
Sales: $2.2 billion
Country: USA
Primerica provides financial products and services, including term life insurance, mutual funds,
variable annuities, loans and other services to 6 million clients. The company dates to 1977 when it
began a crusade to transform the life insurance industry. Previously owned by Citigroup, Primerica
is now publicly traded.
One of the first party plan companies in the world, Tupperware Brands Corporation today is a
global direct seller of storage and serving solutions for the kitchen and home. Brands include
Armand Dupree, Avroy Shlain, BeautiControl, Fuller, NaturCare, Nutrimetics, Nuvo, Swissgarde
and, of course, Tupperware.
Oriflame is the market leader in more than half of the countries where it operates. Though it has no
U.S. presence, it operates in Mexico and Central America, South America, Europe, Asia and
Africa. The company offers a wide range of high- quality beauty products.
Forever Living is the world‟s largest grower, manufacturer and distributor of aloe vera, and this
inspires them to make environmental responsibility a priority. The company offers a complete line
of aloe vera drinks, skincare products and cosmetics, as well as a full line of nutritional
supplements and products from beehives.
Nu Skin Enterprises Inc. is a global direct selling company operating in 48 international markets
throughout the Americas, Europe and the Asia-Pacific region. Going far beyond cosmetics,
toiletries and fragrances, Nu Skin sells more than 200 products through three distinct brands: Nu
Skin, Pharmanex and Big Planet.
Wholesale Corporate Revenue: $1.3 billion
Marketing Style: Person-to-person
Compensation Plan: Multi-level
Products: Personal-care, nutritional and technology products, anti-aging skin care and nutritionals
Markets: 50
Distributors: 760,000+
Employees: 1,200
Headquarters: Provo, Utah
Year Founded: 1984
Stock Symbol: NUS-NYSE
Pola sets the standard in Japan. It is the nation‟s fourth-largest cosmetics company and the biggest
direct seller. Pola products include cosmetics, skincare, personal-care and nutritional products sold
in department stores, retail stores, through mail order and door to door.
Belcorp/L‟Bel Paris focuses on women. It has more than 500,000 independent beauty consultants
in 15 countries and 18 Latin American specialty stores. They sell the well-known L‟Bel, Ésika and
Cyzone brands.
Miki Corporation began as a textile importer and seller. Today, it is a multimillion-dollar seller of
supplements made from prune extracts, of household cleaners, personal-care items and much more.
The company has “sales agents” in Japan, Taiwan and Malaysia.
Melaleuca Inc. sells more than 350 products, including personal-care items, cosmetics, household
cleaning supplies and vitamins to consumers through a network of sales representatives, as well as
catalogs and websites.
Ignite Inc. was founded in 2004 by parent company Stream Energy to meet the changing needs of
consumers. With energy-service deregulation, more choices exist for consumers and entrepreneurs,
and Ignite seeks to meet the needs of both.
Introduced in January 2005, MonaVie develops and markets scientifically formulated, premium-
quality nutritional products, featuring an exclusive blend of açai berry and other nutrient-dense
fruits. MonaVie is designed to provide consumers with the antioxidants and phytonutrients they
need to maintain a healthy and active lifestyle.
18. Omnilife*
Sales: $750 million+
Country: Mexico
Omnilife Manufactura S.A. de C.V. is owned by ultimate parent company Grupo Omnilife S.A. de
C.V. The company has independent consultants in 23 markets in South America, North America,
Central America, Asia and Europe.
Beginning with a single line of bayberry candles, PartyLite is, today, the world‟s largest direct
seller of candles and home-fragrance products. Blyth Inc. became the parent company in 1990. In
select markets, consultants also offer Two Sisters Gourmet foods.
The Noevir Group consists of 13 companies, headed by Noevir Co. Ltd. in Japan. With five
domestic—and eight international—subsidiaries, Noevir is developing a global business. The
Noevir Group distributes its portfolio of brands through a variety of channels, including direct
sales, retail and business to business.
21. ACN
Sales: $553 million
Country: USA
ACN is one of the pioneers in digital phone service. It also provides communications bundles with
video phone, local and long distance phone service, Internet, wireless, satellite TV, and home
security products.
Wholesale Corporate Revenue: $553 million
Marketing Style: Person-to-person
Compensation Plan: Multi-level
Products: Telecommunications services (including mobile and video phones), satellite TV and
home security
Markets: 20
Distributors: Not available
Employees: 1,100
Headquarters: Concord, N.C.
Year Founded: 1993
WIV Wein is a direct seller of wine, providing at-home wine tastings for customers. The company
has its own estates/cellars and forms partnerships with top-quality wineries. Its largest markets are
Germany, France, Britain, Japan, the United States and Italy.
LG H&H is an established leader in the Korean household goods and cosmetics industries.
Products include Perioe, Elastine, Tech, OHUI, WHOO, ISA, KNOX and others. Its household
good include oral-care products, skin- and hair-care products, laundry products, and paper
products. LG H&H cosmetics products comprise foam cleansers, facial moisturizers, eye shadows,
pressed powders, foundations, lipsticks, eye creams, essence, lotions and perfumes under the brand
names of OHUI, LacVert, ISA KNOX and VONIN.
Pampered Chef sells more than 300 gourmet kitchen tools, cookware, cookbooks and foodstuffs.
Founded in 1980, Pampered Chef was sold to Berkshire Hathaway, the conglomerate controlled by
billionaire Warren Buffett, in 2002.
Founded in 1956, Shaklee manufactures its products and distributes them through its website and
more than 750,000 representatives in North America and Asia. The company is known for its green
products and social responsibility efforts.
Yanbal International was founded in Peru and sells cosmetics, personal-care products, fragrances
and jewelry through catalogs and its beauty consultants.
Amore Pacific is an old favorite in South Korea, and its products can now be found on Sephora
shelves in the United States. The company‟s products use Asian botanicals and nanotechnology to
deliver skincare and personal-care items.
Wholesale Corporate Revenue: $475.5 million
Marketing Style: Direct selling/retail stores
Compensation Plan: Not available
Products: Cosmetics, personal care, health products and tea
Markets: 3
Distributors: Not available
Employees: Not available
Headquarters: Seoul, South Korea
Year Founded: 1945
Stock Symbol: 090430 (Korea Stock Exchange)
28. Sunrider*
Sales: $462 million
Country: USA
Sunrider International manufactures and sells high-quality herbal products. With more than 400
individual products, the company offers many options. It changed its business plan on March 1 to
make prices more market-sensitive, income opportunities more accessible, and the overall
compensation plan easier to understand.
Pre-Paid Legal Services Inc. was one of the first companies in the United States organized solely to
design, underwrite and market legal expense plans. The company currently provides legal services
to more than 1.5 million members across the United States and Canada.
Tahitian Noni International (TNI) makes and markets juices, nutritional supplements, and skincare
and hair-care products from Tahiti‟s noni fruit. TNI was one of the pioneers in the superfruit
beverage market.
USANA Health Sciences develops and manufactures high-quality nutritional supplements, healthy
weight-management products and personal-care products, which are marketed by independent
associates in 14 international markets.
Wholesale Corporate Revenue: $436.9 million
Marketing Style: Person-to-person
Compensation Plan: Multi-level
Products: Nutritional supplements, personal-care, energy and weight-management products
Markets: 14
Distributors: 198,000
Employees: 971
Headquarters: Salt Lake City, Utah
Year Founded: 1992
Stock Symbol: USNA—NASDAQ
Neways Inc. designs, makes and distributes approximately 300 personal-care items—including
cosmetics and hair-care products, aromatherapy items and nutritional supplements. The emphasis
is on safe and effective ingredients.
Operating as the Utility Warehouse Discount Club, Telecom Plus uses the collective power of its
clients to negotiate deals with major suppliers. A customer attaches a “Smart Box” to the telephone
wall socket, which reroutes calls through the cheapest supplier. The company also offers gas and
electricity services.
Wholesale Corporate Revenue: $395.5 million
Marketing Style: Person-to-person
Compensation Plan: Multi-level
Products: Local and long distance, Internet-phone, broadband and mobile services, electricity and
gas
Markets: 1
Distributors: 27,000
Employees: 400
Headquarters: London, UK
Year Founded: 1998
Stock Symbol: TEP.L—LONDON
34. KK ASSURAN
Sales: $375 million
Country: Japan
Selling exclusively in Japan, KK ASSURAN‟s products address skincare issues for the Japanese
population. The company relies on traditional person-to-person contact for sales.
Inspired by Swiss purity and beauty, Arbonne develops and distributes Swiss-formulated skincare
products. It has grown to include a full line of personal-care products marketed in the United
States, Canada, Australia and the United Kingdom.
FORDAYS sells nutritional products that focus on beneficial nucleic acids and scientific R&D
and testing.
When Nature‟s Sunshine began almost 35 years ago, it offered encapsulated herbs to customers.
Today, the company‟s product line includes a large selection of products.
Ambit Energy is a residential energy provider in the United States. It currently provides residential
electricity service in deregulated areas of Texas; electricity and natural gas service in New York
markets; and natural gas service in Illinois.
Aerus products are marketed through in-home demonstrations and more than 500 sales centers in
North America. Aerus is owned by an investment firm led by Joseph P. Urso, which also owns
TriStar Enterprises and Vollara.
40. DXN
Sales: $300 million
Country: Malaysia
DXN sells dietary supplements, food and beverages, personal-care products, household products
and a water treatment system to increase customers‟ health.
ERINA has a long history that has led the company on different courses over the years. What
started out as pantyhose sales has turned into a multimillion-dollar system for selling all-purpose
detergent concentrate, nutritional supplements and cosmetics. Last year, ERINA released its first
food item, the “Erina Kudasai” nutritional supplement.
LR Health & Beauty Systems attributes its success to high-quality, effective products that are made
in Germany. Also, company representatives say the sales system is easy to start and can make
anyone successful.
43. KOYO-SHA
Sales: $291.9 million
Country: Japan
KOYO-SHA is part of the Goyang Company. Its products include cosmetics, bath products,
nutritional supplements, medical devices, detergents and personal care. The company has
manufacturing plants, hotel affiliation and more.
Mannatech Inc. sells wellness products. It distinguishes itself in the emerging glyconutrients
market through the development of its flagship product, Ambrotose complex. The company holds
more than 45 patents on Ambrotose in 30 countries.
Market America operates in the United States, Australia, Canada, Hong Kong and Taiwan. Using
one-to-one marketing and the Internet, the company sells a wide variety of products. It acts as a
product brokerage, identifying and partnering with manufacturers to meet customer needs
and demands.
47. Tiens/Tianshi*
Sales: $275 million
Country: China
In China, Tiens sells its products through some 100 branch offices and chain stores of affiliate
Tianshi Engineering. Outside of China, it sells products through independent distributors through
subsidiary Tianshi International and majority-owned Tiens Biotech Group USA Inc.
Eureka Forbes is a pioneer in purifiers and vacuum cleaners for the home. Part of the Shapoorji
Pallonji Group, this company reaches customers in 131 cities and 398 towns in India, including
through company-trained technicians, who visit over 20,000 Indian kitchens daily.
XanGo is known for its mangosteen-based beverages such as XanGo Juice but also sells Glimpse
Skin Care, Eleviv supplement, Juni hair and body care, and meal packs. The relatively young
company continues to expand and have year-over-year profits and growth.
Isagenix, a nutritional cleansing and replenishing company, has earned a spot on Inc. magazine‟s
list of fastest-growing companies in the United States for three straight years and has achieved
more than $1 billion in cumulative sales.