Belgium is a dream destination for chocolate fans, no doubt. But did you know this sweet spot is also a powerhouse for top direct selling companies? With its prime location in Europe and a strong focus on quality and innovation, Belgium creates the perfect environment for network marketing companies to climb to new heights.
MLM companies here make the most of the nation’s reputation for excellence to build successful networks and go after new business opportunities. WFDSA reports that the annual retail sales of direct companies in Belgium have generated over 210 million. It denotes a positive annual change of 13.9%. The direct selling companies of Belgium have collectively employed 19,357 independent distributors. Global retail sales stayed at $163.9 billion in 2024, and this shows signs that the post-pandemic downfall could be ending, and growth may resume in the coming years. Of the 104.3 million independent contractors in the direct selling industry, 72.1% are female. Europe accounted for 21.6% of global retail sales in 2024, reaching $35.35 billion. The region’s sales dipped slightly by 1.5%, but over the past three years, it saw modest growth at 0.2% CAGR. The 28 smaller markets with less than $1 billion in annual sales contributed $5.05 billion, or 14.3% of the total. Belgium’s sales were flat from 2021–2024 and declined in 2024, while 15 other markets recorded drops both over the longer period from 2021-2024 and in the last year, that is, 2024. So, let’s explore Belgium—where every bite of chocolate and every direct selling opportunity speaks the passion for building brighter tomorrows.
List of top network marketing companies in Belgium
Dive into the following list to find out the leading MLM companies in Belgium. In here, you'll be able to find insights into their growth rates, annual revenues, and the year they were founded.
©
Epixel MLM Software
Source - Direct Selling Belgium
Data updated in July 2025
*The above list is subject to market changes and modifications.
Explore how the top 100 MLM companies are achieving impressive growth and making a big impact in the direct selling industry.
List of top network marketing companies in Belgium by growth rate
| # | Company | Growth Rate | Revenue 2024 (in million USD) |
Revenue 2023 (in million USD) |
Country | Year Founded |
|---|---|---|---|---|---|---|
| 1 | LR Health & Beauty | 2% | 303 | 296 | Germany | 1985 |
| 2 | H2O at Home | 0% | 20 | 20 | USA | 1998 |
| 3 | Victoria Benelux | 0% | 3 | 3 | Belgium | 1991 |
| 4 | Herbalife | -1% | 5,000 | 5,062 | USA | 1980 |
| 5 | Nu Skin | -12% | 1,732 | 1,969 | USA | 1984 |
Top product segments of leading MLM companies in Belgium
| # | Company | Main Product Segments | Notable Products |
|---|---|---|---|
| 1 | Herbalife |
|
|
| 2 | Nu Skin |
|
|
| 3 | LR Health & Beauty |
|
|
| 4 | H2O at Home |
|
|
| 5 | Victoria Benelux |
|
|
Company age and leadership: MLM leaders in Belgium
| # | Company | Year Founded | Age in 2025 (years) | CEO | Founder(s) |
|---|---|---|---|---|---|
| 1 | Herbalife | 1980 | 45 | Stephan Gratziani | Mark R. Hughes |
| 2 | Nu Skin | 1984 | 41 | Ryan Napierski | Blake Roney, Steven Lund, Sandra Tillotson |
| 3 | LR Health & Beauty | 1985 | 40 | Dr. Andreas Laabs | Helmut Spikker, Achim Hickmann |
| 4 | Victoria Benelux | 1991 | 34 | Patrick Bodson | Françoise Kaisin |
| 5 | H2O at Home | 1998 | 27 | Elodie De Masi-Alves | Guillaume Leymonerie |
A closer look at Belgium’s top direct selling companies
Herbalife
Herbalife
Herbalife is making a big impact in Belgium’s direct selling market. Hainaut and Luxembourg are serving as the key centers for their operations from the get-go. The multi-level marketing company’s taking full advantage of Belgium’s booming health and wellness market. Their top products, such as the Formula 1 Protein Drinks for weight management and the Herbalife24 series for sports nutrition, highlight their solid foothold.
A big part of Herbalife’s making of their success stories in Belgium comes from their extensive network of independent distributors who has helped them stay on top in the market. In exchange, these distributors benefit from excellent support and training from the multi-level marketing company, which helps them perform well. Their understanding of the local market allows them to connect with customers and build lasting relationships, driving Herbalife’s success in Belgium.
Country: USA
Website: www.herbalife.com
Top Earners: 10
Products & Services: Personal Care & Wellness,Food & Beverage, Cosmetics
Founder: Mark R. Hughes
CEO: Stephan Gratziani
Year Founded: 1980
Headquarters: Los Angeles, California, USA
Achievements:
- Ranked #2 on the DSN Global 100 list for 2025
- Earned a Guinness World Records™ title for the 2024 Global Workout Event
- Honored with the Excellence in Business Award from the Direct Selling Association
Nu Skin
Nu Skin
In 1984, Nu Skin’s story started with a group of friends who aimed to launch cutting-edge skincare products and also make a positive difference in people’s lives. That same passion for bettering lives earned them quite a visible name in the Belgian market. With its headquarters in Zaventem, Nu Skin has established a strong presence in the country, offering a wide range of innovative products and business opportunities.
Nu Skin’s lineup includes the popular ageLOC products that fight signs of aging and Pharmanex supplements that claims to boost overall health. On top of that, they give independent distributors a chance to build their own businesses and become full-fledged entrepreneurs.
Country: USA
Website: www.nuskin.com
Top Earners: 68
Products & Services: Personal care and dietary supplements
Founder: Blake Roney, Steven Lund, Sandra Tillotson
CEO: Ryan Napierski
Year Founded: 1984
Headquarters: Provo, Utah, United States
Achievements:
- Ranked #11 in 2025 DSN Global 100
- Awarded the Direct Selling Association (DSA) Award in the Product Innovation Category
- Received the 2024 BIG Innovation Award for Nu Skin's ageLOC® WellSpa iO®
LR Health & Beauty
LR Health & Beauty
Founded in 1985, LR Health & Beauty has grown into one of the leading direct selling companies in health and beauty. With its headquarters in Ahlen, the LR Group operates in 32 countries, including Belgium. Since setting up shop in Belgium, LR has brought its diverse product lineup to Belgian consumers. It includes nutraceuticals and perfumes, everyday cosmetics and beauty gadgets.
Their revenue for 2024 climbed to $303 million, a 2% jump from the year before. This uptick proves they’re really winning over Belgian customers and growing their market presence.
Country: Germany
Website: www.lrworld.com/de-de
Top Earners: 6
Products & Services: Beauty, Health products
Founder: Helmut Spikker, Achim Hickmann
CEO: Dr Andreas Laabs
Year Founded: 1985
Headquarters: Ahlen, Westphalia, Germany
Achievements:
- Ranked #37 in 2025 DSN Global 100
- Winner of the German Innovation Award 2023
H2O at Home
H2O at Home
H2O at Home, true to its name, is really making some splashes in Belgian homes. Founded by Guillaume Leymonerie in 1997, the brand focuses on environmentally friendly cleaning and wellness products. The brand has a strong CSR commitment and the motto “consume less, consume better”. With that said, they offer a range of products for their Belgian consumers like microfiber cloths, laundry care essentials, and dustproof mats, among many others. Their well-being line is a hit too, which includes essential oils and organic cosmetics.
H2O at Home is also passionate about helping people build their own careers. They offer a real chance for growth and achievement so that entrepreneurs shape their own professional path.
Country: USA
Website: https://h2o.h2oathome.com/accueil/
Top Earners: NA
Products & Services: Cleaning products and Cosmetics
Founder: Guillaume Leymonerie
CEO: Elodie DE MASI-ALVES
Year Founded: 1997
Headquarters: Hallennes-lez-Haubourdin, France
Achievements: NA
Victoria Benelux
Victoria Benelux
Victoria Benelux operates right from the heart of Belgium—Brussels. They’re famous for their elegant and stunning collection of over 400 carefully designed jewels. Their team is always on the ball, creating seasonal collections that match the latest trends and fashion colors.
The brand offers high-quality jewelry made from premium materials like rhodium-plated silver and natural stones. They value both the quality of their products and the personal growth of their independent distributors. This focus has earned them a respected reputation in Belgium’s direct selling market.
Country: Belgium
Website: https://victoria-benelux.com/nl-be
Top Earners: NA
Products & Services: Cleaning products and Cosmetics
Founder: Françoise Kaisin
CEO: Patrick Bodson
Year Founded: 1991
Headquarters: Brussels, Belgium
Achievements: NA
Discover how we build resilient businesses with advanced MLM functionalities
Direct selling in Belgium – key industry performance insights
| Metric | 2021 | 2022 | 2023 | 2024 |
|---|---|---|---|---|
| Total retail sales (in million Euros) | 194.3 | 175.6 | 200 | 194.4 |
| YoY sales change | 6.00% | -9.60% | 13.90% | -2.80% |
| Global market share | 0.10% | 0.10% | 0.10% | 0.10% |
| 3-year CAGR | 1.90% | 0.20% | 2.90% | 0.00% |
| Total independent representatives | 34,680 | 21,675 | 19,377 | 18,486 |
Recent news on top MLM companies in Belgium
Herbalife India was awarded the Sustainable Supply Chain Award
Herbalife India got the Sustainable Supply Chain Award at the BIGBOX India 2025 summit. The award is for their contribution to supply chain excellence with environmental sustainability.
LR Health and Beauty introduced a new CEO and CFO
LR Health and Beauty appointed Jörg Körfer as CEO and Ante Franicevic as Interim Chief Financial Officer. The company earned a rise in profit and expects stable sales with full year profit between $28 million and $31.4 million.
LR Group opens a new logistics center
LR Group, the parent company of LR Health and Beauty, is ready to open its new logistics center at Porschestrasse. The company offers a way to view their automated packaging and shipping processes with a 28-meter-long skywalk and viewing platform through this project.
Nine direct selling companies included in Happi’s Top 50 list
Happi magazine declared its Top 50 list of direct selling companies. Leading companies like Amway, Nu Skin, and Mary Kay have secured top ranks in the list.
Nu Skin is set to relaunch ageLOC® Tru Face® line
Nu Skin is ready to reset its iconic ageLOC® Tru Face® line to upgrade into eco-friendly packaging. The company is expecting to reduce waste, lower carbon emissions, and implement refill systems through this project.
AOAC International certified Herbalife’s aloin identification method
Herbalife has gained the first AOAC-approved approach for finding aloins in aloe vera. Herbalife aims for global botanical ingredient safety and quality.
Quotes from the leaders of top MLM companies in Belgium
LR is always on the move and continues to develop without forgetting its roots. Close cooperation with our sales partners is important to us. We have successfully implemented this in recent years. With our product solutions and a business model that is in tune with the times, we are creating the ideal conditions for our partnership with LR to be as successful as possible.
At Herbalife, we’re committed to cultivating meaningful careers and building a community that champions wellbeing, innovation, and purpose.
Success in almost anything is accomplished in the same way generally. You figure out what you want to accomplish. You figure out the best steps to get there. You work harder than everyone else and rabidly persist in implementing your plan. You evaluate, adjust and rabidly persist some more.
WFDSA states that direct selling companies have a low global market penetration of 0.032%. But as the direct selling industry continues to evolve, it is expected that Belgian consumers will have even more choices and opportunities to benefit from this business model. The country and the direct selling companies over here are truly setting the bar high along with a bold move toward growth, innovation, and making a valuable difference.
It’s an exciting time ahead for all the network marketing companies here, and the future looks as sunny as a summer’s day!
Disclaimer: Epixel neither promotes nor supports any of the companies mentioned in this article nor their products or services. The facts published here are represented as reported in the direct selling industry. The facts don't reflect our priorities. The revenue and earnings figures of MLM earners/companies published in this article are sourced from publicly available information. If you believe any information published here is incorrect, misleading, or infringes on your rights, please contact us immediately. We will review and take appropriate action. Also, if you do not wish to be featured in our content, you may write to us to request removal.
Enterprise MLM Growth Platform
Dynamic Commission Engine
Ensure flexibility, accuracy and transparency
Scalable Infrastructure
Architecture that can handle millions of distributors & & transactions
International Expansion
Multilingual, multi-currency, global compliance & tax ready
Leave your comment
Fill up and remark your valuable comment.