Beauty and personal care market is one of the fastest expanding markets in the world. No doubt, it is mainly due to the increase in demand for quality and innovative products that can change the look and appeal of personal style. Lifestyle choices are changing, the climate is changing, so are customer needs. They expect their personal care products to adapt to skin conditions and external factors that influence it. These challenges are what personal care companies invest in. In fact, that is the capital upon which many companies built their million-dollar business.
Statista recently revealed a report on the global beauty and personal care market which is estimated to generate a revenue of $677.19 billion in 2025. During the 2025-2030 period, the market is expected to grow at a CAGR of 3.37%. Among the sectors, the largest segment is personal care which alone is expected to have a market size of $293.08 million in 2025. The US leads the personal care market in 2025 with $105 billion until now. The share of MLM companies in this revenue achievement is considerable.
List of top MLM personal care companies in the US
In 2023, cosmetics and personal care product sales constituted 24.2% of global direct sales and in the Americas it accounted 28.9% of product sales in the region. Here are the top personal care MLM companies that laid foundation to the growth.
Data updated in September 2025
*The above list is subject to market changes and modifications.
Discover the strategies that have taken top MLM companies to the forefront of global rankings.
Inside the success stories of the top personal care MLM companies in the US
Amway
Amway
The “Big Name” in direct sales, Amway, is well known across the nook and corners of the world for its wellness, nutrition, and beauty products. The American multi-level marketing company was established in 1959 and 66 years down the lane has quite a huge product and customer base. In the personal care category, Amway has bath and body care, hair care, and oral care products serving the daily needs of its customers. This includes shampoos, toothpaste, deodorants, bathing bars, conditioners, and much more.
Amway markets its personal care products under three major brands, Glister, g&h, and Satinique. The company operates on an MLM model through its network of Independent Business Owners (IBOs) who are also a part of the Amway top earners community. Amway's revenue fell by 4% in 2024 ($7400 million) when compared to its 2023 revenue of $7700 million.
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 2025 DSN Global 100 list.
- Winner of the 2022 Asia Pacific (APAC) Competitive Strategy Leadership Award.
- Amway Nutrilite and eSpring were voted as the Most Trusted Brands 2022.
Herbalife
Herbalife
Herbalife is a health and wellness company in the US with branches and distributor networks worldwide. The product categories of Herbalife include health and wellness, nutrition, fitness, weight management, and personal care. Under the personal care range comes Herbalife’s skin cleansers, moisturizers, skin boosters, and toners. The company markets its personal care products under the brand name “Vritilife®”.
The multi-level marketing company was founded in 1980, ever since it has expanded to over 90 markets to become a global brand. The Herbalife community and its network of distributors strengthen the brand’s presence in each regional market through personalized coaching and customer support.
Know more about the top earners at Herbalife.
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.
Melaleuca Inc.
Melaleuca Inc.
Melaleuca was founded by Frank VanderSloot in 1985. Melaleuca's product philosophy is based on six important factors, good health, great relationships, sufficient resources, find your purpose, peace, and freedom. It manufactures products in health supplements, cleaning and laundry, personal care, beauty, food and drinks, home fragrance, and essential oils categories.
Melaleuca introduces personal care solutions for adults and children in the form of skin care creams, bath products, and oral care products. The network marketing company is headquartered in Idaho, USA with offices in various international locations in Europe and Asia Pacific.
Get introduced to the top earners at Melaleuca.
Country: USA
Website: www.melaleuca.com
Top Earners: 58
Products & Services: Homecare, Nutritional Supplements, Personal Care
Founder: Frank VanderSloot
CEO: Frank VanderSloot
Year Founded: 1985
Headquarters: Idaho Falls, Idaho,USA
Achievements:
- BBB’s Torch Award.
- Forbes’ Best Employers in America.
- US Chamber of Commerce’s Blue Chip Award.
- Horatio Alger Award.
- American Red Cross’s Corporate Partner of the Year award.
Young Living
Young Living
The Idaho-based essential oil company in the US is also well known for its personal care range of products. Young Living has its presence in Europe, Asia Pacific, South America, Australia, and New Zealand. This is apart from its branches in its home country, the US. Young Living’s products are manufactured through a Seed to Seal® process which defines the company’s quality commitment.
The MLM company markets its personal care products under the brand name ART®. This includes moisturizers, toners, serums, cleansers, lotions, soaps, shower gels, and skin brightening products. Young Living is well known in the global direct selling market for its essential oils range. The company provides entrepreneurship and income opportunities for many and has created some of top Young Living earners in the MLM industry.
Country: USA
Website: www.youngliving.com/
Top Earners: 72
Products & Services: Cosmetics, Essential Oils, Haircare, Health/Fitness/Wellness, Nutritional Supplements, Personal Care
Founder: Donald Gary Young
CEO: Mary Young
Year Founded: 1993
Headquarters: Lehi, Utah, USA
Achievements:
- Honored with the Direct Selling Association (DSA) Award for Excellence in the Sales and Marketing Campaign category.
- Received the 2023 Green Business Award.
- Awarded the GOLD STEVIE® Company of the Year Award in 2022 by the International Business Awards.
Nu Skin Enterprises
Nu Skin Enterprises
Nu Skin has a wide range of beauty and skin care products under various brand names such as Nutricentials Personal Care, Pharmanex, ageLOC, and MYND360ᵀᴹ. Apart from these, the multi-level marketing company also sells beauty devices like ageLOC Boost System, ageLOC LumiSpa System, ageLOC Galvanic Spa System, and ageLOC Galvanic Body Spa System, all under their skin and personal care range.
Nu Skin has over 3700 employees and 977,000 customers in across 50+ countries. The direct selling company based in Utah, US claims that it sold 55 million products in 2023. It personalizes customer experience with product recommendations through its Vera app. Nu Skin prioritizes sustainability and social responsibility through various CSR initiatives. The company has also contributed several Nu Skin earners to the global list of top MLM earners.
Country: USA
Website: www.nuskin.com
Top Earners: 69
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.
- Winner of the Direct Selling Association (DSA) Awards in the Product Innovation Category.
- Won the 2024 BIG Innovation Award for Nu Skin - ageLOC® WellSpa iO®.
Forever Living Products
Forever Living Products
Forever Living calls itself “The Aloe Vera Company” because all its products have aloe vera as the base ingredient. The company claims that aloe vera used in their products are solely manufactured by them at their farms in Texas and Dominican Republic. The multi-billion dollar MLM company was established by Rex Maughan in 1978 in Tempe, Arizona. Nu Skin has millions in customer base across 160+ countries.
Besides personal care, Nu Skin manufactures products in nutrition, sports and weight management, skin care, and bee product categories. The personal care range of Nu Skin mainly comprises daily essentials like body wash, lotions, perfumes, hair oil, shampoos, conditioners, and oral care products. In the multi-level marketing industry, the company has many top FLP earners to its credit.
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:
- Secured the 2023 Global Green Beauty Awards.
- Earned the 2023 Nourish Awards.
- Recognized as the winner of the SITE Crystal Award in 2022.
USANA Health Sciences
USANA Health Sciences
USANA is one of the leading manufacturers of nutritional supplements, health foods, and personal care products. The direct selling company operates through its independent associates in all major American, Asian, and European countries. USANA has over 454, 000 customers in 25+ countries. Their product line includes products related to cardiovascular health, skeletal and structural health, and digestive health. The company runs a “Preferred Customer” program which has 50% of their active customers who purchase USANA products directly from the company.
The product categories include nutritionals, foods, and skin care out of which nutritional constitute 87%. USANA offers personalized products in their personal care range which are manufactured based on the company’s patent-pending InCelligence Technology®. The personal care range of USANA has products for skin, hair, and oral care. The company has over 1700 employees.
Discover how USANA top earners are creating their success stories.
Country: USA
Website: https://www.usana.com/
Top Earners: 26
Products & Services: Nutritional Supplements, Skincare, Protein Powders, Shakes & Bars
Founder: Myron Wentz, Ph.
CEO: Jim Brown
Year Founded: 1992
Headquarters: Salt Lake City, Utah, USA
Achievements:
- Ranked #15 on the DSN Global 100 list for 2025.
- Won five awards in the Best of State Awards.
- Won the Malaysia Management Excellence Awards 2024.
SeneGence International
SeneGence International
Founder, Joni Rogers-Kante, established SeneGence International with an aim to empower women all over the world through careers and innovative products. The brand name is combined from two words “Senescence” and “Intelligence”. The popular direct selling brand entered the industry with its lipstick, LipSense and now has a long product line of makeup, skincare, and personal care products.
In addition to the normal skincare and personal care product line, SeneGence has skin treatment products for various skin conditions. The company revenue in the last couple of years (2023 and 2024) remained constant at $800 million. Quality products and SeneGence top earners contribute to the revenue of the company every year.
Country: USA
Website: www.senegence.com/
Top Earners: 15
Products & Services: Makeup, Skin care
Founder: Joni Rogers-Kante
CEO: Joni Rogers-Kante
Year Founded: 1999
Headquarters: Foothill Ranch, California, USA
Achievements: N/A
Daxen Inc.
Daxen Inc.
Popularly known in the MLM industry as DXN, Daxen Inc. is a Ganoderma-based product manufacturing and marketing company. The multi-level marketing company operates in more than 180 nations with over 20 million registered distributors. Products of the company include food and beverages, supplements, personal care, skin care, household products, home appliances and accessories. The personal care products consist of skin care, hair care, oral care, and baby care products and are marketed under the Ganozhi™ brand.
In the United States, DXN is based in California. The company accumulated an annual revenue of $902 million in 2023 but declined at a rate of –11% in 2024. The annual revenue of the company in 2024 was $800 million.
Country: USA
Website: www.dxnusa.com/
Top Earners: 33
Products & Services: Coffee/Tea/Specialty Beverages, Cosmetics, Health/Fitness/Wellness, Nutritional Supplements, Personal Care, Skincare
Founder: Datuk Lim Siow Jin
CEO: Shalini Lagrutta
Year Founded: 1993
Headquarters: Alor Setar, Malaysia
Achievements:
- Awarded the Best Direct Selling Company (Global) award in the Domestic Trade Award (APDN 2020).
Market America, Inc.
Market America, Inc.
JR and Loren Ridinger in 1992 established Market America with its headquarters in North Carolina. Market America has over 40 brands including Heart Health™, Ultimate Aloe™, Prime™, and its flagship brand Isotonix®. The company has physical presence in nine countries and serves its customer base in over 190 countries through its online shop, SHOP.COM.
Market America’s product line covers health and nutrition, weight management, beauty and skincare, and jewelry. In 2024, Market America’s revenue fell by –38% ($500 million) compared to its 2023 revenue of $800 million.
Country: USA
Website: www.marketamerica.com
Top Earners: 4
Products & Services: Autocare, Homecare, Internet Services, Nutritional Supplements, Personal Care
Founder: JR and Loren Ridinger
CEO: JR. Ridinger
Year Founded: 1992
Headquarters: Greensboro, North Carolina, USA
Achievements:
- Ranked No. 10 in DC 360's 2023 Top 500 Online Retailers (Mass Merchandise Category).
- Ranked No. 82 in DC 360's 2023 Top 500 & 1,000 Online Retailers.
- Ranked No. 10 in DC 360's 2022 Top 500 Online Retailers (Mass Merchandise Category).
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The global direct selling market size was valued at $223.82 billion in 2024 and is expected to reach $328.26 billion by 2030 (Grand View Research). The personal care sector alone is forecasted to grow at a CAGR of 7.4% from 2025 to 2030. Customers look at the convenience and results that personal care products offer. Demand for sustainable and green cosmetic products is on the rise and MLM companies in the sector are rightly applying that in their brand strategy.
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 article was compiled based on available resources and does not represent special mentions or priorities to organizations, persons, or products.
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