Businesses are placing Ukraine as the key hub, integrating the welcoming culture, deep-rooted heritage and resilient nature into a thriving hub for ventures in various sectors. This up-and-coming entrepreneurial ecosystem has attracted diversified industries such as MLM, which grow well in spaces that promote innovation, social connections and independence in entrepreneurial activities.
Global retail sales rose during the pandemic, with a 2.2% increase in 2020 and 2.0% in 2021. However, sales dropped in the following years from $170,023 million to $163,863 million in 2024. That’s a 3.6% decrease over three years, or a drop of CAGR 1.2%. The drop from 2023 was small. Despite this post-pandemic decline, 2024 sales is slightly higher than the pre-pandemic level of $163,188 million in 2019, up by $675 million, or 0.4%.
In 2024, independent sales representatives held steady at 104.3 million, a slight 0.1% increase. Compared with 2019, though, the number is still down 4.2% from the pre-pandemic count of 109.0 million.
According to the WFDSA report, in 2024, the direct sales industry in Ukraine generated $189 million in retail sales and it reflects an annual growth of 8.5%. Among the 600,079 independent distributors, 78% were women and 22% were men. 47% of the Ukraine's direct selling retail sales came from the cosmetics and personal care sectors, followed by the wellness sector (45%) and home care sector (5%). Ukraine is a mid penetration market and its market penetration rate was 0.099%.
List of top MLM companies in Ukraine
A look into Ukraine's top MLM companies of 2026 and smart tactics they use to retain growth during the changing market environment.
©
Epixel MLM Software
Source - Ukrainian Direct Selling Association
Data updated in May 2025
*The above list is subject to market changes and modifications.
Have a look at the top MLM companies for 2026 and understand what tactics you can inspire for the growth of your MLM business!
List of top MLM companies in Ukraine 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 | Tiens | 0% | 435 | 435 | China | 1995 |
| 3 | Herbalife | -1% | 5,000 | 5,062 | USA | 1980 |
| 4 | Amway | -4% | 7,400 | 7,700 | USA | 1959 |
| 5 | Mary Kay | -4% | 2,400 | 2,500 | USA | 1963 |
| 6 | Forever Living Products | -6% | 1,700 | 1,800 | USA | 1978 |
| 7 | Nu Skin | -12% | 1,732 | 1,969 | USA | 1984 |
| 8 | Oriflame | -19% | 653 | 811 | Sweden | 1967 |
Company age and leadership: Leaders of MLM companies in Ukraine
| # | Company | Year Founded | Age in 2026 (years) | CEO | Founder(s) |
|---|---|---|---|---|---|
| 1 | Amway | 1959 | 67 | Michael Nelson | Jay Van Andel & Richard DeVos |
| 2 | Herbalife | 1980 | 46 | Stephan Gratziani | Mark R. Hughes |
| 3 | Mary Kay | 1963 | 63 | David Holl | Mary Kay Ash |
| 4 | Nu Skin | 1984 | 42 | Ryan Napierski | Blake Roney et al. |
| 5 | Forever Living Products | 1978 | 48 | Gregg Maughan | Rex Maughan |
| 6 | Oriflame | 1967 | 59 | Anna Malmhake | Robert af Jochnick, Jonas af Jochnick |
| 7 | Tiens | 1995 | 31 | Li Jinyuan | Li Jinyuan |
| 8 | LR Health & Beauty | 1985 | 41 | Dr. Andreas Laabs | Helmut Spikker, Achim Hickmann |
The growth trajectory of Ukraine MLM companies
Amway
Amway
Amway has built its international brand on the promise of wellness, beauty and home care. Since its establishment in 1959, Amway has slowly built a diversified portfolio of products that it claims bear hallmark quality and scientific rigor. For example, its Nutrilite brand markets plant-based nutrition as a convenient pathway to a healthier life. Under Amway's Artistry are skincare and cleaning products that reflect the high-performance beauty and home care options. These products were sought by the brand in meeting the needs of various customers.
Independent Business Owners or IBOs, are at the heart of the Amway model that accompanies a strong system of resources to help them grow their entrepreneurial acumen. Amway prides itself on developing a community of wellness, independence and a common search for success.
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 #1 in the 2025 DSN Global 100.
- Recipient of the 2022 Asia Pacific (APAC) Competitive Strategy Leadership Award.
- Amway Nutrilite and eSpring recognized as the Most Trusted Brands of 2022.
Herbalife
Herbalife
The network marketing company was founded in the year 1980, aiming to provide support products for nutritional and wellness purposes to individuals for leading a healthy lifestyle. Since then, it has been selling meal replacement, protein supplements as well as dietary aids very economically for those to improve their health. In their Herbalife24 line, more focus is given to sportsmen and improving faster recovery.
Besides these core products, Herbalife provides personal care products that make use of natural ingredients to complement their entire product line of wellness-based items. The social model of the multi-level marketing company allows independent distributors to be wellness coaches, thus enabling them to offer clients individual assistance that Herbalife considers to be an essential part of its customer-service system.
Country: USA
Website: www.herbalife.com
Top Earners: 9
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.
- Achieved a Guinness World Records™ title for the 2024 Global Workout Event.
- Honored with the Direct Selling Association's Excellence in Business Award.
Nu Skin
Nu Skin
According to the company, beauty and wellness through scientific innovation with consumer satisfaction is their core policy. The company was founded in 1984 and has featured within its portfolio its ageLOC range, a skincare collection that boasts advanced anti-aging science, that reduces easily visible signs of aging. Products, such as the Galvanic Spa from Nu Skin, allow consumers to have these high-tech beauty treatments at their fingertips.
Nutritional supplements form another category where Nu Skin is providing additional products for a holistic self-care practice. The concern for sustainability and science-driven product development by Nu Skin speaks of a company in harmony with the environmentally conscious beauty seeker.
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.
- Won the Direct Selling Association (DSA) Award in the Product Innovation category.
- Honored with the 2024 BIG Innovation Award for Nu Skin's ageLOC® WellSpa iO®.
Mary Kay
Mary Kay
Since 1963, the brand has been characterized by the emphasis on beauty and personalized treatment. Skincare lines, from cleansers to anti-aging treatments, formulated by Mary Kay, claim to boost natural beauty coupled with noticeable results. For beauticians, they offer a wide cosmetic line that keeps the brand within the beauty circuit.
The Mary Kay business model focuses on one-on-one beauty consultation services whereby representatives offer specially selected products and beauty counseling to individuals. The multi-level marketing company has portrayed itself as having a strong commitment to enable women with professional opportunities plus excellent solutions for beauty, a mission taken worldwide.
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.
Forever Living Products
Forever Living Products
The focus point in Forever Living Products' line is the goodness of aloe vera. They state that the natural ingredient is the passage to well-being. Having started in 1978, Forever Living sees itself in delivering purity and quality all the way from plant to finished product. It includes health supplements and skincare and cleaning products which contain aloe vera as the main ingredient. The company resorts to sustainable business practices. It outlines a farm-to-table model that anchors the company's emphasis on sustainability and wellness for those customers who opt for natural-based wellness products.
Country: USA
Website: www.foreverliving.com
Top Earners: 16
Products & Services: Cosmetics, personal care
Founder: Rex Maughan
CEO: Gregg Maughan
Year Founded: 1978
Headquarters: Scottsdale, Arizona, United States
Achievements:
- 2023 Global Green Beauty Awards.
- 2023 Nourish Awards.
- Winner of the SITE Crystal Award 2022.
Oriflame
Oriflame
Sweden-based Oriflame has been branded as a beauty and wellness company inspired by nature and care for the planet. The company was founded in 1967 with a basic focus on skincare, makeup and wellness products, that incorporate natural ingredients and emphasize environmentally friendly practices. As such, the gentle plant-based formula of the company combined with sustainable production reflects the consumer values taken into consideration.
Oriflame describes its mission as the fostering of a global community that understands the essence of natural ingredients and production responsibility—an area that has really taken this appeal international.
Country: Sweden
Website: www.oriflame.com/
Top Earners: N/A
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.
Tiens
Tiens
Tiens was founded in China in 1995 and has brought together traditional Chinese medicine with modern wellness concepts. Tiens sells health supplements and personal care items based on the age-old herbal practices of China. The company claims that its products are meant to be all-around health remedies to improve immunity, energy and balance. Tiens presents its wellness philosophy as more appealing to those who want natural health solutions driven by a holistic perspective. It is more of a brand that marries the Eastern traditions with modern wellness insights.
Country: China
Website: www.tiens.com/
Top Earners: N/A
Products & Services: Health food, Beauty and personal care products, Household items
Founder: Li Jinyuan
CEO: Li Jinyuan
Year Founded: 1995
Headquarters: Tianjin, China
Achievements:
- Honored with the "Influential Person of the Year 2024" Award.
LR Health & Beauty
LR Health & Beauty
LR Health & Beauty is a German company that was founded in 1985. This company has a portfolio of health and beauty products that claim to have scientific evidence behind them. Among its products are skincare, anti-aging treatments and aloe vera products that could meet the demand for effective quality solutions among its consumers. The company also builds a community within the distributor's network in its business model. This community structure easily allows an interactive setting, enabling members to learn about products and personal development.
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 2024 DSN Global 100.
- Winner of the German Innovation Award 2023.
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Quotes from the leaders of Ukraine MLM companies
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.
LR stands for quality, innovation and a strong people business that offers an attractive business model to people who want more flexibility, more self-fulfillment and financial independence.
I always talk about brands having legacy and heritage. If we talk about the heritage, the things that won’t change, include the mission of our company to be a global force for good by empowering people to improve lives through the products we sell; the opportunity that we provide; and the culture that we have.
Recent news on top MLM companies in Ukraine
Amway named #1 direct selling company in Ukraine
With 10% growth in 2024, Amway was named Ukraine’s No. 1 direct selling company despite tough economic conditions. It continues to support entrepreneurs and contribute to health, education, and social programs across Ukraine.
Nu Skin introduced Prysm iO wellness device
Nu Skin came up with a new smart device for health insights. The company said that this innovative device with the help of an AI-powered app will help to scan skin to measure antioxidants and provide personalized wellness insights in just 15 seconds.
LR Group expanded their distribution with a new Logistics Centre
LR Group has opened a new $5.4 million logistics centre in Porschestrasse. This facility will support B2C deliveries across Europe and introduces a more efficient warehouse system. The centre is open for distributors to view their packaging and shipping operations through a skywalk and viewing platform.
Mary Kay opened 11th preschool in Sri Lanka
Mary Kay has completed its 11th preschool in Sri Lanka to serve around 50 children aged three to five. Backed by government support, the school features classrooms, restrooms, and a playground to make sure long-term education is being provided in the area.
Herbalife inspired children through sports in Japan
Herbalife partnered with LA Galaxy and started a soccer clinic at the Kobe Jitsugyo Gakuin children’s shelter in Japan. This initiative is to inspire children to stay healthy and active.
These direct selling companies remain at the top of the new MLM market in Ukraine, offering better products and a flexible business opportunity for people looking for independent entrepreneurial careers. Every brand puts forward community and personal development, which will form part of what contributes to building up Ukraine's economic future. From wellness to beauty to living sustainably, these network marketing companies power a booming market that boosts and enriches the lives of people throughout the country.
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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