Who doesn’t love adding a little shine and shimmer when heading out? Who doesn’t want to look a little better than usual? Who doesn’t love being pampered once in a while if not every day, right? At a time when climate change and global warming are at their peak, putting on a little sunscreen in the scorching summer, or a little moisturizer in the freezing cold temperature can’t be termed makeup, but it has become a way of life.
The beauty and personal care industry is one of the largest market segments with a volume of $571.1 billion. The age-old concept of makeup that was limited to lipstick, a powder, and mascara has undergone a world of changes. There are at least a hundred makeup products available for each facial element, for various age groups, for various skin types, and for various times of the day.
The foray of MLM companies into the makeup and cosmetics sector paved the way for overall progress and expansion in the industry. The technological developments in the beauty and cosmetics industry have also helped these companies soar to new heights. The list of top direct sales makeup and cosmetic products in the year 2023 indeed showcases how the segment is set to boom in the coming years for the rising demands and evolving trends.
List of top MLM makeup and cosmetic companies
The below table is a list of top direct selling makeup and cosmetic companies along with their revenue and growth rate.
(in million USD)
(in million USD)
|Growth Rate||Year Founded|
|2||Natura & Co (Avon, The Body Shop)||Brazil||6,910||7,200||-4%||1969|
|9||Forever Living Products||USA||1,800||2,000||-10%||1978|
|13||Rodan and Fields||USA||1,210||1,400||-14%||2000|
|14||New Era Health||China||1,000||1,195||-16%||1995|
|27||Amore Pacific||South Korea||585||585||0%||1945|
|35||It Works! Global||USA||495||550||-10%||2001|
|37||Golden Days China||China||446||446||0%||1991|
|38||New Image Group||New Zealand||434||434||0%||1984|
|49||LG Household & Health||South Korea||320||320||0%||1947|
Epixel MLM Software
Data updated in January 2023
Source - businessforhome.org
*The above list is subject to market changes and modifications.
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The direct selling cosmetics and personal care industry saw an increase in its sales and revenue as high as 45.6 billion US dollars in the financial year 2021-2022. This comprised 24.5% of the total direct sales market share in the United States fueling the possibilities of the makeup and cosmetics sector in the years to come.
From Pola, a doyen direct selling makeup and cosmetics company that was founded in the year 1929 to RIMAN one of the youngest companies in the sector that was founded in the year 2018, the makeup, cosmetics, and personal care industry is indeed quite humongous. The growth that these companies showcase also has been consistent over the years if not growth, they have maintained stability and very few others have seen a fall.
Like every other sector, competition is getting tougher with each passing day in the makeup and beauty industry too. From home-based organic, cruelty-free, vegan brands to multinational, multimillion brands, the sector caters to a wide range of age groups from as young as 12-year-olds to 75-year-olds. What might start with an acne cream for a teenager would end up as an anti-aging cream for the elderly. Apparently from as young as a teenager to an elderly person, a human being is always using some cosmetic product or the other during their lifespan.
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New generation lifestyle has increased the demand for innovative beauty products in the market. When a health condition results in a visible change in the skin or hair, the need for a cosmetic product with a new formula arises. This then leads to advanced research and boom, another sub-category arises in no time and brands build their own versions of it. The direct sales health and wellness industry has also seen its growth charts hitting new highs with varying health conditions of every generation alike.
Well, makeup and cosmetics are not limited to products alone. It has various treatments of services to surgical procedures that last from one day to even a year with multiple sessions combining various medications and a cosmetic range of products. From essential oils that enhance beauty through a goodnight’s sleep, a face mask that uplifts sagging skin, instant brighteners that give you a sunny glow, to beauty boosters that help your skin and hair revitalize themselves there are umpteen direct selling makeup and cosmetic products in forms of lotions, gels, creams, pills, injections to chewable tablets.
The pandemic has been an eye-opener for most generations on the need of taking care of oneself and with lives getting busier, instant beauty products are a go-to option for customers to fulfill their requirements.