Direct selling began in the mid-19th century when Southwestern Publishing House was established in the USA in 1855. This started the concept of multi-level marketing (MLM). Since then, MLM has changed a lot, focusing on customers and adapting to their needs.
Contents
Growth of Cosmetics and Personal Care in MLM2024 Direct Selling StatisticsSales by Category (2024)Direct Seller DemographicsTop 25 MLM Companies in the USA1. Amway2. Herbalife3. eXp Realty4. Primerica5. Melaleuca6. Sunrun7. Young Living8. Nu Skin9. Mary Kay10. Forever Living Products11. DoTerra12. Vivint13. Tupperware14. World Financial Group15. Rodan and Fields16. Optavia – Medifast17. Ambit Energy18. USANA19. DXN Global20. SeneGence21. Market America22. Monat Global23. Vida Divina24. Arbonne International25. REAL Brokerage
Growth of Cosmetics and Personal Care in MLM
MLM in the USA has grown a lot, especially in cosmetics and personal care. These companies use strategies that make customers happy, helping them build large networks of distributors quickly.
2024 Direct Selling Statistics
- Retail Sales: In 2022, direct selling retail sales in the USA reached $40.5 billion. This was the second-highest year in sales, even though it was slightly less than in previous years.
- Global Market Share: The USA makes up 24% of the international direct selling market, generating $3.7 trillion in sales over the last thirty years.
- Health and Wellness Dominance: Health and wellness products lead the market, making up 34.7% of sales.
Sales by Category (2024)
- Health and Wellness: 34.7%
- Services: 30.7%
- Home and Family Care/Durables: 16.1%
- Personal Care: 10.7%
Direct Seller Demographics
- Total Sellers: 6.7 million in 2022
- Full-Time Sellers: 0.5 million
- Part-Time Sellers: 6.2 million
- Preferred Customers and Discount Buyers: 33.1 million and 7.9 million
- Gender Distribution: 75% women, 25% men
- Age Groups:
- 35-44 years: 26%
- 45-54 years: 24%
Top 25 MLM Companies in the USA
Here is a list of the top MLM companies in the USA, showing their revenue and growth rate. These companies have been very successful in the direct sales industry.
1. Amway
- Founders: Jay Van Andel & Richard DeVos
- CEO: Milind Pant
- Products: Health, beauty, and home care
- Revenue 2023: $7.7 billion
- Achievements: Ranked #1 in 2024 DSN Global 100
2. Herbalife
- Founder: Mark R. Hughes
- CEO: Michael O. Johnson
- Products: Personal care & wellness, food & beverages, cosmetics
- Revenue 2023: $5.1 billion
- Achievements: Ranked #3 in 2024 DSN Global 100
3. eXp Realty
- Founders: Glenn Darrel Sanford & Brian Culhane
- CEO: Leo Pareja
- Products: Real estate
- Revenue 2023: $4.3 billion
- Achievements: Recognized as one of Glassdoor’s Best Places to Work 2024
4. Primerica
- Founder: Arthur L. Williams Jr.
- CEO: Glenn J. Williams
- Products: Insurance & financial services
- Revenue 2023: $2.81 billion
- Achievements: Ranked #9 in 2024 DSN Global 100
5. Melaleuca
- Founder: Frank L. VanderSloot
- CEO: Jerry Felton
- Products: Nutritional, pharmaceutical, personal care, facial care, home hygiene, and other wellness products
- Revenue 2023: $2.3 billion
- Achievements: Recognized as one of America’s Best Employers for the fourth consecutive year by Forbes
6. Sunrun
- Founders: Ed Fenster & Lynn Jurich
- CEO: Mary Powell
- Products: Photovoltaic systems and battery energy storage products
- Revenue 2023: $2.26 billion
- Achievements: Listed in Best Companies for Women 2023
7. Young Living
- Founder: Donald Gary Young
- CEO: Mary Young
- Products: Health, oils, personal care, and animal care
- Revenue 2023: $2 billion
- Achievements: Winner of the GOLD STEVIE® Company of the Year 2022 Award
8. Nu Skin
- Founders: Blake Roney, Steven Lund, Sandra Tillotson
- CEO: Ryan Napierski
- Products: Personal care and dietary supplements
- Revenue 2023: $1.97 billion
- Achievements: Winner of the Direct Selling Association (DSA) Awards in the Product Innovation Category
9. Mary Kay
- Founder: Mary Kay Ash
- CEO: David Holl
- Products: Cosmetics, personal care
- Revenue 2023: $1.8 billion
- Achievements: Won 2024 Bravo Global Good Award
10. Forever Living Products
- Founder: Rex Maughan
- CEO: Gregg Maughan
- Products: Drinks, cosmetics, nutritional supplements, personal care
- Revenue 2023: $1.8 billion
- Achievements: Winner of the SITE Crystal Award 2022
11. DoTerra
- Founders: David Stirling, Gregory Cook, Robert Young, Emily Wright, Corey Lindley, Dr. David Hill, and Mark Wolfert
- CEO: David Stirling
- Products: Essential oils and related wellness products
- Revenue 2023: $1.75 billion
- Achievements: Recognized for innovative wellness products
12. Vivint
- Founders: Todd Pedersen and Keith Nellesen
- CEO: David Bywater
- Products: Home security, energy management, home automation
- Revenue 2023: $1.7 billion
- Achievements: Ranked as a leading provider of smart home technology
13. Tupperware
- Founder: Earl Tupper
- CEO: Miguel Fernandez
- Products: Kitchen and home products
- Revenue 2023: $1.31 billion
- Achievements: Known for pioneering direct selling of household products
14. World Financial Group
- Founder: Hubert Humphrey
- CEO: Joe DiPaola
- Products: Financial services
- Revenue 2023: $1.3 billion
- Achievements: Provides comprehensive financial education
15. Rodan and Fields
- Founders: Dr. Katie Rodan and Dr. Kathy Fields
- CEO: Diane Dietz
- Products: Skincare
- Revenue 2023: $1.21 billion
- Achievements: Recognized for innovative skincare solutions
16. Optavia – Medifast
- Founder: William Vitale
- CEO: Dan Chard
- Products: Nutrition and weight loss products
- Revenue 2023: $1.1 billion
- Achievements: Known for effective weight management programs
17. Ambit Energy
- Founders: Jere Thompson Jr. and Chris Chambless
- CEO: Jere Thompson Jr.
- Products: Energy services
- Revenue 2023: $1.09 billion
- Achievements: Provides competitive energy rates and services
18. USANA
- Founder: Dr. Myron Wentz
- CEO: Kevin Guest
- Products: Nutritional supplements
- Revenue 2023: $921 million
- Achievements: Known for high-quality health products
19. DXN Global
- Founder: Dr. Lim Siow Jin
- CEO: Dr. Lim Siow Jin
- Products: Health and wellness products
- Revenue 2023: $902 million
- Achievements: Recognized for innovative herbal products
20. SeneGence
- Founder: Joni Rogers-Kante
- CEO: Joni Rogers-Kante
- Products: Cosmetics and skincare
- Revenue 2023: $900 million
- Achievements: Known for long-lasting cosmetics
21. Market America
- Founder: JR Ridinger
- CEO: Marc Ashley
- Products: Various consumer products
- Revenue 2023: $800 million
- Achievements: Operates a comprehensive online retail platform
22. Monat Global
- Founder: Luis Urdaneta
- CEO: Ray Urdaneta
- Products: Haircare and skincare
- Revenue 2023: $700 million
- Achievements: Known for premium haircare products
23. Vida Divina
- Founder: Armand Puyolt
- CEO: Armand Puyolt
- Products: Health and wellness
- Revenue 2023: $700 million
- Achievements: Recognized for innovative health solutions
24. Arbonne International
- Founder: Petter Mørck
- CEO: Tyler Whitehead
- Products: Skincare, cosmetics, nutrition
- Revenue 2023: $700 million
- Achievements: Focuses on natural and vegan products
25. REAL Brokerage
- Founders: Tamir Poleg and Jed Etgar
- CEO: Tamir Poleg
- Products: Real estate services
- Revenue 2023: $689 million
- Achievements: Achieved the highest growth rate in 2022 at 80%
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