For the amount of entrepreneurship and business innovations born out of the country each year, Japan could be considered synonymous with the word business. The hard-working, full of ideas, and ready-to-experiment population of Japan has taken MLM and direct selling business to a whole new level ever since the business was founded in Japan as early as the 1920s.
After the United States and China, Japan is one of the largest direct selling markets in the world with a major women participation in the business. The post-pandemic period though didn’t do much good to the Japanese MLM companies, they sure survived implementing new strategies and plans of action amidst the toughest market competition.
From MLM companies that were born in Japan to companies that have spread their wings to the country, the direct selling sector was kept alive and challenging despite tougher economic conditions. For their impeccable product quality and range of innovative products Japanese direct selling brands were seen expanding in the Asia Pacific region.
Of the many direct selling products and sub-categories in the Japan MLM industry, more than 60% of the sales in the country come from cosmetic and wellness products. The list below gives a clear picture of Japanese MLM trends and varying interests.
List of top MLM companies in Japan
Here’s the list of top direct selling companies in Japan and their revenue in the past years.
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Epixel MLM Software
Source - businessforhome.org
Data updated in May 2025
*The above list is subject to market changes and modifications.
Explore more about the top 100 network marketing companies.
List of top MLM companies in Japan by growth rate
| # | Company | Growth Rate | Revenue 2024 (in million USD) |
Revenue 2023 (in million USD) |
Year Founded |
|---|---|---|---|---|---|
| 1 | For Days Co. | 0% | 301 | 301 | 1997 |
| 2 | Noevir | 0% | 245 | 245 | 1964 |
| 3 | JapanLife Co. | 0% | 158 | 158 | 1975 |
| 4 | Naris Cosmetics | 0% | 127 | 127 | 1932 |
| 5 | The Maira Co. | 0% | 105 | 105 | 1991 |
| 6 | Charle Corp. | 0% | 100 | 100 | 1984 |
| 7 | Arsoa Honsha | 0% | 90 | 90 | 1972 |
| 8 | Koyo-Sha | 0% | 89 | 89 | 1975 |
| 9 | Thanks AI | 0% | 57 | 57 | 2009 |
| 10 | Chandeal Co. | 0% | 50 | 50 | 1980 |
| 11 | BearCere Ju | -1% | 163 | 165 | 1992 |
| 12 | Diana Co. | -1% | 104 | 105 | 1986 |
| 13 | KK Assuran | -3% | 123 | 127 | 1994 |
| 14 | Miki Corp. | -4% | 358 | 371 | 1965 |
| 15 | Pola | -5% | 411 | 433 | 1929 |
| 16 | Naturally Plus | -5% | 208 | 218 | 1999 |
| 17 | Maruko | -12% | 106 | 121 | 1964 |
| 18 | Nippon Menard Cosmetics | -14% | 129 | 150 | 1959 |
Company age and leadership: top MLM companies in Japan
| # | Company | Year Founded | Age in 2025 (years) | CEO | Founder(s) |
|---|---|---|---|---|---|
| 1 | Pola | 1929 | 96 | Miki Oikawa | Shinobu Suzuki |
| 2 | Miki Corp. | 1965 | 60 | Jun Kadota | N/A |
| 3 | For Days Co. | 1997 | 28 | Keiko Wada | N/A |
| 4 | Noevir | 1964 | 61 | Takashi Okura | Hiroshi Okura |
| 5 | Naturally Plus | 1999 | 26 | Takaaki Nagoshi | Takaaki Nagoshi |
| 6 | BearCere Ju | 1992 | 33 | Dave Grimaldi | NA |
| 7 | JapanLife Co. | 1975 | 50 | N/A | N/A |
| 8 | Nippon Menard Cosmetics | 1959 | 66 | Marc Lacazedieu | Daisuke Nonogawa |
| 9 | Naris Cosmetics | 1932 | 93 | Hiroyoshi Muraoka | N/A |
| 10 | KK Assuran | 1994 | 31 | N/A | N/A |
| 11 | Maruko | 1964 | 61 | N/A | N/A |
| 12 | The Maira Co. | 1991 | 34 | N/A | N/A |
| 13 | Diana Co. | 1986 | 39 | N/A | N/A |
| 14 | Charle Corp. | 1984 | 41 | N/A | N/A |
| 15 | Arsoa Honsha | 1972 | 53 | N/A | Reiko Takiguchi |
| 16 | Koyo-Sha | 1975 | 50 | N/A | N/A |
| 17 | Thanks AI | 2009 | 16 | Makoto Fujiwara | N/A |
| 18 | Chandeal Co. | 1980 | 45 | Yasuhisa Kawamura | Yasuhisa Kawamura |
The Pola network marketing company is the oldest one in the multi-level marketing companies list and contributed $4.1 billion to Japanese MLM industry in 2024.
As evident as it is, Japanese aren’t lured by fancy sales figures or keen on fueling business for skyrocketing sales; rather, they invest their intelligence, time and energy in diversifying their business with novel products and expanding their businesses to borders.
Japan as a nation is a promise and a hope to the direct selling sector for its generations that are excelling in enhancing MLM businesses to newer dimensions.
Top 10 MLM companies in Japan
1. Pola
Founder : Shinobu Suzuki
CEO : Satoshi Suzuki
Products & Services : Skin care, cosmetics
Top Earners : N/A
Website : www.pola.co.jp
Achievements :
- Ranked #29 in 2025 DSN Global 100
- Pola wins the Best Basic Research Award at the 25th IFSCC Congress held in Barcelona, Spain
- Pola wins the Best Poster Award at the 27th IFSCC Congress held in Johannesburg, South Africa
2. Miki Corp.
Founder : Toshikazu Kadota
CEO : Jun Kadota
Products & Services : Food supplements, health
Top Earners : N/A
Website : www.mikiprune.co.jp
Achievements :
- Ranked #32 in 2025 DSN Global 100
3. For Days Co.
Founder : N/A
CEO : Keiko Wada
Products & Services : Dietary supplements, cosmetics
Top Earners : N/A
Website : www.fordays.jp
Achievements :
- Ranked #42 in 2025 DSN Global 100
4. Noevir
Founder : Hiroshi Okura
CEO : Takashi Okura
Products & Services : Skin care, body care, nutritional supplements, cosmetics
Top Earners : 21
Website : www.noevirusa.com
Achievements :
- Ranked #40 in 2025 DSN Global 100
- In April 2014, Noevir Co., Ltd. received the “Award of the Minister of Economy, Trade and Industry” under the Intellectual Property Achievement Awards program
5. Naturally Plus
Founder : Takaaki Nagoshi
CEO : Takaaki Nagoshi
Products & Services : Health & wellness
Top Earners : N/A
Website : www.naturally-plus.com
Achievements :
- Ranked #43 in 2025 DSN Global 100
- 2004 Awarded Gold Medal for First Consumption Brand, Taiwan
- 2006 Awarded Taiwan's Consumers' Association No. 1 Brand
6. BearCere Ju
Founder : N/A
CEO : N/A
Products & Services : Cosmetics, beauty care, cleaning agents
Top Earners : N/A
Website : www.bearcereju.com.hk/en
Achievements :
- Ranked #49 in 2025 DSN Global 100
7. JapanLife Co.
Founder : N/A
CEO : N/A
Products & Services : Magnetic therapy devices, beauty care, nutrition supplements
Top Earners : N/A
Website : www.japanlife-net.co.jp
Achievements :
- Ranked #64 in 2015 DSN Global 100
8. Nippon Menard Cosmetics
Founder : Daisuke Nonogawa
CEO : N/A
Products & Services : Cosmetics, skin care, body care, fragrances
Top Earners : N/A
Website : www.menard-cosmetic.com
Achievements :
- Ranked #54 in 2025 DSN Global 100
- Menard's "Artificial Skin 3D Model" based on stem cell research won the "Grand Prize" at the "Japan BeautyTech Awards 2021"
9. Naris Cosmetics
Founder : N/A
CEO : Hiroyoshi Muraoka
Products & Services : Skincare
Top Earners : N/A
Website : www.naris.co.jp
Achievements :
- Forbes Japan Woman Award 2018
10. KK Assuran
Founder : N/A
CEO : N/A
Products & Services : Household, personal care
Top Earners : N/A
Website : www.assuran-info.com
Achievements :
- Ranked #54 in 2025 DSN Global 100
Quotes from the leaders of top MLM companies in Japan
Agents in Japan have operated for years in a system that leaves little room for upside. It’s not about working harder, they already do. The problem is structural. Most models take too much and give too little in return. We’re bringing a platform that flips that equation. Better economics, real ownership, worldwide leverage. That’s what eXp is about.
We’ve continually needed to set new goals for our Japanese market over the last year because they keep achieving record-breaking growth. Our Brand Partners here in Japan have done an amazing job with their businesses, and we’re excited to see where they go from here.
Michael joins us at a pivotal time as our LV360 strategic transformation initiatives, including our new, modern Consultant compensation plan, Evolve, and Customer loyalty program roll out to Japan’s dynamic leaders and culture. His broad, deep experience in the region, including his time transforming other businesses, solidifies him as the right leader for this growing LifeVantage market. We are so pleased to have him on the team.
Insights on MLM companies in Japan
Direct selling industry in Japan
According to WFDSA 2023 report, Japan is classified as a higher penetration market with 0.238% penetration rate. In 2024, global retail sales stayed flat at $163.9 billion. This stability suggests that the post-pandemic slowdown might be ending, paving the way for growth in 2025. Independent sales representatives totaled 104.3 million globally in 2024, rising only 0.1% from the previous year. It remains 4.2% below the 109.0 million recorded in 2019 before the pandemic.
The statistics also clearly portray how MLM in Japan is progressively moving towards increased sales and profit by focusing more on trending direct selling sectors like skincare and cosmetics, clothing, and accessories, home improvement, beverages, food stuff, etc. Most of these sectors have companies operating in the multi-level marketing model.
Direct selling in Japan – key industry performance insights
| Metric | 2021 | 2022 | 2023 | 2024 |
|---|---|---|---|---|
| Total retail sales (in billion Japanese yen) | 1,563.80 | 1,527.50 | 1,493.40 | 1,450.20 |
| YoY sales change | -5.00% | -2.30% | -2.20% | -2.90% |
| Global market share | 6.10% | 6.00% | 6.00% | 5.80% |
| 3-year CAGR | -3.20% | -3.60% | -3.20% | -2.50% |
| Total independent representatives | 2,570,810 | 2,362,811 | 2,302,020 | 2,235,261 |
| % women representatives | 81.80% | 81.90% | 81.50% | 81.80% |
| % men representatives | 18.20% | 18.10% | 18.50% | 18.20% |
On average, MLM Japan participation and involvement in the direct selling sector is highly commendable and it has over 2 million active individuals participating in the business across the country. That said, it is also important to highlight that of the total participants, 82% of the participation is constituted by women in the country and the rest 18% by men. This clearly depicts how Japan MLM is setting an example for women in the country to build their empires through direct selling businesses which is the ultimate opportunity to make earnings or to begin their own business ventures.
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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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