Facing the breathtaking Alps, in Central Europe, Austria is a post card perfect destination which gives people a memorable experience. But Austria isn't just yet another exotic travel destination, it is also a significant business location that connects to both Western and Eastern Europe. The country is a quiet power which supplies products to the major economies like US, England, and Germany. The robust infrastructure streamlines the movement of entrepreneurs, goods and services. Since Austria belongs to the EU, it operates as a free-market economy which means they will be exempted from custom duties and tax for trade within EU territory.
Global retail sales of the direct sales industry remained unchanged at $163.9 billion in 2024, indicating the post-pandemic slowdown may be easing as growth returns in the years ahead. There were roughly 104.3 million independent sellers in the industry, and 72% of them were women.
Austria has a consumer community which values quality over quantity. Retail sales in direct selling industry in Austria were 363 million, with 260,718 independent distributors. With a penetration rate of 0.075%, Austria is classified as mid-penetration market. Similar to other sectors of the country, the growth of MLM industry is stable, reliable and linear. The majority of MLM products are skincare, cosmetics, health and wellness, and fragrance.
List of top MLM companies in Austria
Austrian society values rest, vacations, and staying with family and friends. Hence companies follow a different approach to invite distributors to their direct selling business. Brands welcome new associates by hosting house parties. Demo classes are conducted as a meet and greet opportunity to put people at ease. Here we have a list of top MLM companies having a base in Austria 2026.
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Epixel MLM Software
Source - Austrian Retail Association
Data updated in September 2025
*The above list is subject to market changes and modifications.
Discover about other top MLM companies across the globe who are currently ruling the multi-level marketing industry.
List of top MLM companies in Austria by growth rate
| # | Company | Growth Rate | Revenue 2024 (in million USD) |
Revenue 2023 (in million USD) |
Year Founded |
|---|---|---|---|---|---|
| 1 | Vorwerk | 19% | 4,100 | 3,450 | 1883 |
| 2 | PM International | 6% | 3,220 | 3,030 | 1993 |
| 3 | Ringana | 0% | 193 | 193 | N/A |
| 4 | PartyLite | 0% | 150 | 150 | 1909 |
| 5 | Bofrost | 0% | 121 | 121 | 1966 |
| 6 | AMC Austrian Trading Company Ltd. | 0% | 100 | 100 | 1963 |
| 7 | Fúmée Perfume & Cosmetics | 0% | 2 | 2 | N/A |
| 8 | Adriatikus Group | 0% | 2 | 2 | N/A |
Top product segments of leading MLM companies in Austria
| # | Company | Main Product Segments | Notable Products |
|---|---|---|---|
| 1 | Vorwerk |
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| 2 | PM International |
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| 3 | Ringana |
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| 4 | Partylite |
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| 5 | Bofrost |
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| 6 | AMC Austrian Trading Company Ltd. |
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| 7 | Fúmée Perfume & Cosmetics |
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| 8 | Adriatikus Group |
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Company age and leadership: MLM leaders in Austria
| # | Company | Year Founded | Age in 2026 (years) | CEO | Founder(s) |
|---|---|---|---|---|---|
| 1 | Vorwerk | 1883 | 143 | Thomas Stoffmehl | Carl Vorwerk |
| 2 | PM International | 1993 | 33 | Rolf Sorg | Rolf Sorg |
| 3 | Ringana | 1996 | 30 | Andreas Wilfinger | Andreas Wilfinger |
| 4 | PartyLite | 1973 | 53 | Tanios Viviani | Mabel Baker |
| 5 | Bofrost | 1966 | 60 | Axel Drösser | Josef H. Boquoi |
| 6 | AMC Austrian Trading Company Ltd. | N/A | N/A | N/A | N/A |
| 7 | Fúmée Perfume & Cosmetics | 1992 | 34 | Walter Rauch | N/A |
| 8 | Adriatikus Group | 1995 | 31 | Andrej Mlinšek | Andrej Mlinšek |
Direct selling in Austria – key industry performance insights
| Metric | 2021 | 2022 | 2023 | 2024 |
|---|---|---|---|---|
| Total retail sales (in million Euros) | 315.9 | 317.8 | 330 | 362.7 |
| YoY sales change | 14.00% | 0.60% | 3.80% | 9.90% |
| Global market share | 0.20% | 0.20% | 0.20% | 0.20% |
| 3-year CAGR | 7.60% | 7.70% | 6.00% | 4.70% |
| Total independent representatives | 296,111 | 278,344 | 269,337 | 260,718 |
Recent news on top MLM companies in Austria
Vorwerk starts its first Thermomix Experiential Store in Singapore
Vorwerk introduced its first Thermomix experiential store in Singapore. This will feature live cooking sessions, culinary masterclasses with guest chefs, and theme-based cooking workshops. Vorwerk also introduced a Thermomix TM7 with almost 100,000 recipes.
Vorwerk came up with its 2030 vision
After the grand introduction of its Thermomix TM7 appliance, Vorwerk declared its vision for 2030, aiming at international markets. The company gained record sales after the launch of Thermomix appliances with a pre-order rate of almost 300,000 units. Strategy 2030 is also looking to blend direct sales models with product innovations.
Vorwerk's new Thermomix Experiential Store is set to open in Singapore
Vorwerk declared the grand opening of its first Thermomix store in Singapore with unique features. It hosts live cooking models, masterclasses by guest chefs, and thematic workshops.
PM International aims for huge profit by 2027
PM International is set to expand with Bravo International Growth Award and Investments into new markets, like Bulgaria and Hungary. The company focuses on reaching $5 billion by 2027 with collective efforts of its global distributors.
PM International announces new plans for expansion and growth
PM International's CEO, Rolf Sorg, shared the company's vision to organic growth with six new market openings and headquarters expansion. The company is targeting a global market potential of $49.3 billion and 23.5 million customers.
Quotes from the leaders of the Austria MLM companies
Our goal for 2030 is as ambitious as it is clear: we want to become the most attractive direct sales company in the world. And we are confident that, with the right strategic direction and our strong Vorwerk community, we are perfectly positioned to achieve it.
I see it as my personal responsibility towards all our Team Partners to build a business model that will continue to function sustainably, also for future generations. Strategically and economically, we are well positioned to become Europe’s largest network marketing company within the next three years.
At PartyLite, we're always looking for new and exciting ways to deliver fragrance.
Conclusion
In 2024, Europe’s 28 markets with sales under $1 billion added $5.05 billion, making up 14.3% of regional sales. Their growth performance was mixed, with only Austria, Bulgaria, and Turkey showed growth both from 2021–2024 and in 2024. After a slight 1.5% decline in 2024, Europe’s retail sales reached $35.35 billion with 21.6% of global sales. Over the 2021–2024 period, the region grew slightly by 0.2% CAGR. The 28 smaller markets, with sales under $1 billion each, totaled $5.05 billion with14.3% of regional sales.
Austria’s potential is often overlooked but it's a hidden germ worth exploring. They might not be a global force in a specific product, like Italy for fashion, France for wine. You might not hear the name in daily conversations, but it is indeed an example of a stable economy and great work culture.
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Austrian government has strict consumer protection rights. It's mandatory for the companies to provide a 7-day cooling off period before onboarding a new associate. It's also necessary to comply with EU regulations on network marketing. This neutral, diplomatic approach makes it hassle free for multi-level marketing entrepreneurs and business giants. Whether it's for scaling your MLM business at a stable pace or doing it as a side hustle, Austria would be a great option to start your MLM journey.
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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