Known for their gastronomy, beaches, football, and port wine, Portugal is a country that is rich in culture and its hospitality. Home to over 17 UNESCO World Heritage Sites, Portugal is one of the top 20 most visited countries in the world. As a result, the country’s business landscape is fast evolving, considering the significant amount of economic growth that tourism, hospitality, and other related sectors drives in.
With international visitors and investors inpouring, Portugal has witnessed major developments in real estate, infrastructure, retail, and direct selling businesses over the last decade. The strategic location and rich cultural heritage of Portugal have helped the country emerge as a dynamic hub for global business, innovation, and trade, attracting entrepreneurs and business enthusiasts into the country.
At $163.9 billion, global retail sales in the direct selling industry stayed flat in 2024. This may indicate that the post-pandemic slowdown is easing as growth returns in the years ahead. The workforce of 104.3 million independent contractors in direct selling stayed mostly stable, with women representing 72.1%. Portugal’s annual retail sales for the year 2024 is $174 million according to the WFDSA report. Of which, 59% was generated from the wellness sector, and 36% from the cosmetics and personal care sector underlining the region’s increasing interest in the wellness and personal care range of products and their trust in direct selling brands and their products. Falling into the mid-penetration category, Portugal's market penetration rate is 0.056% as per the 2024 WFDSA report. In the country, there are 140,300 independent distributors actively involved in the direct selling business. 79% of them are women and the remaining 21% are men.
The 28 European markets with sales under $1 billion contributed $5.05 billion in 2024, representing 14.3% of the region’s total. Growth performance varied across these markets. Overall, Europe posted $35.35 billion in sales, 21.6% of global retail sales, with a slight 1.5% decline in 2024 and a modest 0.2% CAGR from 2021–2024.
This blog is an analysis of how the MLM business scenario in Portugal is and top MLM companies contributing to the sector’s growth and success in the region.
List of top network marketing companies in Portugal
An insight into the list of top MLM companies in Portugal and their revenue high-lows in the recent past.
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Epixel MLM Software
Source - Portuguese DSA
Data updated in July 2025
*The above list is subject to market changes and modifications.
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List of top MLM companies in Portugal 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 | INBS | 0% | 5 | 5 | Portugal | N/A |
| 3 | LumiVitae | 0% | 1 | 1 | Portugal | 2023 |
| 4 | Herbalife | -1% | 5,000 | 5,062 | USA | 1980 |
| 5 | Amway | -4% | 7,400 | 7,700 | USA | 1959 |
| 6 | Mary Kay | -4% | 2,400 | 2,500 | USA | 1963 |
| 7 | Oriflame | -19% | 653 | 811 | Sweden | 1967 |
Top product segments of MLM companies in Portugal
| # | Company | Main Product Segments | Notable Products |
|---|---|---|---|
| 1 | Amway |
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| 2 | Herbalife |
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| 3 | Mary Kay |
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| 4 | Oriflame |
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| 5 | LR Health & Beauty |
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| 6 | INBS |
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| 7 | LumiVitae |
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Company Age and Leadership: Portugal MLM companies
| # | Company | Year Founded | Age in 2026 (years) | CEO | Founder(s) |
|---|---|---|---|---|---|
| 1 | Amway | 1959 | 67 | Michael Nelson |
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| 2 | Herbalife | 1980 | 46 | Stephan Gratziani |
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| 3 | Mary Kay | 1963 | 63 | Ryan Rogers |
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| 4 | Oriflame | 1967 | 59 | Anna Malmhake |
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| 5 | LR Health & Beauty | 1985 | 41 | Dr. Andreas Laabs |
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| 6 | INBS | NA | NA | NA |
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| 7 | LumiVitae | 2023 | 3 | Taryn Lee |
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Top Portuguese MLM companies and their recent growth graph
Amway
Amway
Known for their robust business strategies, growth lessons and innovations, Amway is a direct selling business with 65 years of legacy in the industry. With their range of nutrition, personal care, beauty and home care products, the industry’s annual revenue as of 2024 is $7400 million.
With its distributor base running into millions, Amway’s presence in the Portuguese MLM industry is so rigid that it is one of the region’s oldest, highest revenue-yielding brand in the region. A clear example of how innovative and progressive the brand’s strategies are ahead of competition and have the ability to adapt to changing market trends and customer preferences.
Country: USA
Website: www.amway.com
Top Earners: 11
Products & Services: Business/Commercial, Health/Fitness/Wellness, Home Technology, Homecare, Nutritional Supplements, Personal Care
Founder: Jay Van Andel & Richard DeVos
CEO: Michael Nelson
Year Founded: 1959
Headquarters: Ada, Michigan, USA
Achievements:
- Ranked as the #1 company in the 2025 DSN Global 100
- Received the Asia Pacific (APAC) Competitive Strategy Leadership Award in 2022
- Nutrilite and eSpring by Amway were recognized as the Most Trusted Brands of 2022
Herbalife
Herbalife
With a legacy that is as old as 40 years, distributor base as strong as 2 million, and a robust network spanning over 90 countries, Herbalife is a network marketing business with a revenue of $5,000 million as of 2024.
Herbalife’s result-oriented range of wellness and nutrition, weight management, fitness, daily nutrition, and skin and body care products have created quite a stir in the Portuguese direct selling market inspiring young entrepreneurs to venture into the industry.
As much as Herbalife focuses on innovation, it also supports and endorses sustainability so much that their philanthropic activities are mostly around contributing to sustainable tomorrows or building planet-friendly business solutions.
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
Mary Kay
Mary Kay
Yet another oldest of MLM businesses Mary Kay was founded in the United States in the year 1963. The brand ventured into the Portuguese MLM industry identifying the region’s affinity towards skincare and beauty products.
Mary Kay’s presence in the Portugal network marketing industry is so strong that the brand involves in empowering women in the region through their charity and humanitarian drives, and by providing women from diverse knowledge backgrounds an opportunity to become Mary Kay distributors and become financially independent. Although the brand envisions its future beyond sales figures and numbers, Mary Kay’s annual revenue as of 2024 is $2400 million.
Country: USA
Website: www.marykay.com
Top Earners: 10
Products & Services: Cosmetics, personal care
Founder: Mary Kay Ash
CEO: Ryan Rogers
Year Founded: 1963
Headquarters: Dallas, Texas, United States
Achievements:
- Awarded the 2024 Bravo Global Good Award
- Named one of America's Best Midsize Employers 2022 by Forbes
- Recognized by Deloitte as one of the 2022 US Best Managed Companies for Mary Kay
Oriflame
Oriflame
Founded in 1967, Oriflame ventured into the Portugal MLM industry with its range of skincare, make-up, and wellness products. With its deep-rooted strategies, focus on innovation, and customer-centricity, Oriflame has maintained its leadership position in the market despite diverse product lines and brands invading the market of late.
Oriflame has given network marketing Portugal a new face with its commitment to empowering distributors through meticulous training, continued support, and timely incentives. The multi-level marketing brand continues to be one of the dominant forces in the Portuguese MLM sector with its stringent strategies that can outpace their competitors.
Country: Sweden
Website: www.oriflame.com/
Top Earners: NA
Products & Services: Beauty and personal care products
Founder: Jonas af Jochnick , Robert af Jochnick
CEO: Anna Malmhake
Year Founded: 1967
Headquarters: Schaffhausen, Switzerland, Europe
Achievements:
- Ranked #18 in DSN Global 100 2025
LR Health & Beauty
LR Health & Beauty
Founded in Germany in the year 1985, LR Health & Beauty is one of the largest direct selling businesses in the Portugal region with a diverse product portfolio ranging from nutraceuticals to perfumes, anti-aging cosmetics, and ingenious beauty gadgets.
Having spread its reach to over 30 countries, LR made a strong impact in the Portuguese direct selling arena with its prime motto of delivering more quality to customer lives. The brand also has a huge distributor base that is empowered by knowledge-enriching skills, and training.
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
LumiVitae
LumiVitae
Lumivitae is a Portugal-based direct selling business with its product line focusing on hydrogen water bottles that is designed to redefine hydration and well-being. With over 15 years of expertise in this unique direct selling business category, LumiVitae’s CellPower hydrogen water bottles are engineered to produce water enriched with bioavailable molecular hydrogen.
LumiVitae’s range of products are hydrogen-powered water bottles with molecular hydrogen properties. The multi-level marketing brand, with its strong research base of over 2000 scientific studies have emerged as a game changer in the Portuguese direct selling industry.
Country: Portugal
Website: https://lumivitae.com/
Top Earners: NA
Products & Services: CellPower Hydrogen Water Bottle
Founder: Nuno Nina
CEO: Nuno Nina
Year Founded: 2023
Headquarters: Funchal, Portugal
Achievements: NA
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Recent news on top MLM companies in Portugal
Mary Kay hosted innovation summit for women at Southern Methodist University
Mary Kay Inc. organized women of innovation summit in partnership with the DEC Network and Southern Methodist University to support business entrepreneurs across the globe. The summit was conducted to uplift businesswomen with economic success and engaging investors.
Mary Kay introduced cross-functional job shadowing initiative
With a mission to improve the supply chain performance, Mary Kay introduced cross-functional job shadowing at its Richard R. Rogers Manufacturing and R&D Center. Employees from operations and scheduling teams temporarily swap their roles to observe the patterns of workflow integration.
Herbalife continues partnership with Heather Jackson
Herbalife plans to continue its partnership with elite endurance athlete Heather Jackson as the official nutrition sponsor. This extension is rooted in their 15-year relationship and Herbalife's commitment to athletes.
Oriflame introduced skincare formulation lab during an event at Stockholm
At the “Enter the Beauty Lab” event Oriflame came up with a skincare formulation lab which enabled participants to be beauty scientists. Influencers and brand partners have developed their own personalized products with the guidance of experts.
Ryan Talbott joined as the Chief Technology Officer of Amway
With over 25 years of experience in the field of technology, Ryan Talbott has been appointed as the Chief Technology Officer of Amway International. He succeeded Becky Smith to lead this role within the digital space.
Direct selling in Portugal – key industry performance insights
| Metric | 2021 | 2022 | 2023 | 2024 |
|---|---|---|---|---|
| Total retail sales (in million euros) | 248.8 | 200.1 | 173.4 | 160.4 |
| YoY sales change | 4.70% | -19.60% | -13.30% | -7.50% |
| Global market share | 0.20% | 0.10% | 0.10% | 0.10% |
| 3-year CAGR | 2.80% | -1.40% | -10.00% | -13.60% |
| Total independent representatives | 240,600 | 224,700 | 181,300 | 140,300 |
| % women representatives | 71.40% | 71.00% | 74.00% | 79.00% |
| % men representatives | 28.60% | 29.00% | 26.00% | 21.00% |
| Key product sectors | Wellness (54.0%) Cosmetic & Personal Care (38.5%) |
Wellness (54.0%) Cosmetic & Personal Care (39.0%) |
Wellness (56.0%) Cosmetic & Personal Care (38.0%) |
Wellness (59.0%) Cosmetic & Personal Care (36.0%) |
Quotes from the leaders of top Portuguese MLM companies
As technology continues to create opportunities and disruptions, I believe the future of direct selling will have to be centered around community and the social dynamic in our businesses. Great products, compelling income opportunities, competitive customer and representative experiences will continue to be basic requirements, but the community and social.
We believe that our collective actions today are pivotal for the preservation of marine ecosystems. All stakeholders left the summit with a clear vision on new synergies, a focus on actionable strategies, and soundproof solutions to enhance ocean stewardship.
At Oriflame, we believe that talent is everywhere, but opportunity is not always accessible to all. For 58 years, we’ve stayed true to our purpose: to empower people to grow, connect, and thrive through a business model that puts people first. Social selling is not just part of our history, it’s our future.
Top product categories in Portuguese direct selling
| Product Category | Share of Total MLM Sales (%) |
|---|---|
| Wellness | 59% |
| Cosmetic & Personal Care | 36% |
| Clothing & Accessories | 2% |
| Home Care | 1% |
| Household Goods / Home Durables | 1% |
| Other Products & Services | 0% |
Innovation is synonymous with Portugal, and the impact that the region has on the direct selling industry is beyond compare. The region’s forward-thinking and growth-centered vision has fueled the business capabilities of every direct selling brand operation from the region. From digital transformation to sustainability and customer-first business approaches, Portugal has been a fertile land for direct selling businesses to thrive and position themselves as leaders in this rapidly evolving business scenario.
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.
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