Finland is a Nordic country with scenic beauty located in northern Europe. The Finns are widely known for their open-mindedness and punctuality. Despite being a remotely located country with extreme climate, Finland has made significant contributions to the technology sector with its innovations.
The Finland’s direct selling industry forms a part of the larger European direct selling market. In 2024, Finland direct sales market generated an annual revenue of $91 million in retail sales. The Finnish direct sales market has been spotted with consecutive declines along a 3-year period with a CAGR of –9.5%. The annual change in growth rate in 2024 was a reported –10.5%.
As per the WFDSA report, 0.030% is the market penetration rate in Finland, falling under the lower penetration category. In Finland's direct selling industry 55% of retail sales comes from the wellness sector and 35% from the cosmetics and personal care sector. In the country, there are 41,548 independent distributors, of whom 83% are women and 17% are men.
Staying at $163.9 billion in 2024, global retail sales indicate that the industry may be stabilizing after the post-pandemic slowdown with growth expected in the near future. The direct selling industry’s independent workforce held steady at 104.3 million, 72% of whom are female.
After a small 1.5% decline in 2024, Europe’s retail sales reached $35.35 billion with 21.6% of global sales. Over the three-year period from 2021 to 2024, the region grew at a modest 0.2% CAGR. The 28 smaller markets, with sales under $1 billion each, totaled $5.05 billion, representing 14.3% of regional sales, showing mixed growth results.
However, many of the top MLM companies have established themselves so well in the Finland direct sales market with Amway, Herbalife and PM International leading the market.
List of top MLM companies in Finland direct sales
The table covers the details and growth insights of the top multi-level marketing companies operating in the Finland direct selling market.
©
Epixel MLM Software
Source - Finnish Direct Marketing Association
Data updated in May 2025
*The above list is subject to market changes and modifications.
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List of top MLM companies in Finland by growth rate
| # | Company | Growth Rate | Revenue 2024 (in million USD) |
Revenue 2023 (in million USD) |
Country | Year Founded |
|---|---|---|---|---|---|---|
| 1 | Zinzino | 17% | 168 | 144 | Sweden | 2005 |
| 2 | PM International | 6% | 3,220 | 3,030 | Luxembourg | 1993 |
| 3 | NeoLife | 0% | 140 | 140 | USA | 1958 |
| 4 | Magnetix Wellness | 0% | 5 | 5 | Germany | 1999 |
| 5 | Herbalife | -1% | 5,000 | 5,062 | USA | 1980 |
| 6 | Juice Plus+ | -1% | 395 | 400 | USA | 1970 |
| 7 | Amway | -4% | 7,400 | 7,700 | USA | 1959 |
| 8 | Forever Living Products | -6% | 1,700 | 1,800 | USA | 1978 |
| 9 | Oriflame | -19% | 653 | 811 | Sweden | 1967 |
Company age and leadership: Leaders of MLM companies in Finland
| # | 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 | PM International | 1993 | 33 | Rolf Sorg | Rolf Sorg |
| 4 | Forever Living Products | 1978 | 48 | Gregg Maughan | Rex Maughan |
| 5 | Oriflame | 1967 | 59 | Anna Malmhake | Robert af Jochnick, Jonas af Jochnick |
| 6 | Juice Plus+ | 1970 | 56 | Travis Garza | Jay Martin |
| 7 | Zinzino | 2005 | 21 | Dag Bergheim Pettersen | Finn Ørjan Sæle, Hilde Rismyhr Sæle |
| 8 | NeoLife | 1958 | 68 | Kendra Brassfield | Jerry Brassfield |
| 9 | Magnetix Wellness | 1999 | 27 | Petra Döring | Petra Döring |
Exploring the top network marketing companies of Finland
1. Amway
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.
2. 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.
3. PM International
Country: Luxembourg
Website: www.pm-international.com/en/
Top Earners: 119
Products & Services: Food supplements, Cosmetics
Founder: Rolf Sorg
CEO: Rolf Sorg
Year Founded : 1993
Headquarters : Schengen , Luxembourg
Achievements:
- Ranked #6 in 2025 DSN Global 100.
- Received the International Bravo Growth Award 2024.
4. Forever Living Products
Country: USA
Website: www.foreverliving.com
Top Earners: 16
Products & Services: Rex Maughan
Founder: Gregg Maughan
CEO: Anna Malmhake
Year Founded : 1978
Headquarters : Scottsdale, Arizona, United States
Achievements:
- 2023 Global Green Beauty Awards.
- 2023 Nourish Awards.
- Winner of the SITE Crystal Award 2022.
5. Oriflame
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.
6. Juice Plus+
Country: USA
Website: www.juiceplus.com
Top Earners: 4
Products & Services: Essential Oils, Nutritional Supplements
Founder: Jay Martin
CEO: Travis Garza
Year Founded : 1970
Headquarters : Collierville, Tennessee
Achievements: N/A
7. Zinzino
Country: Sweden
Website: www.zinzino.com/site/se/en-gb/
Top Earners: 15
Products & Services: Omega Supplements , Weight Management
Founder: Finn Ørjan Sæle, Hilde Rismyhr Sæle
CEO: Dag Bergheim Pettersen
Year Founded : 1970
Headquarters : Frölunda, Gothenburg, Sweden
Achievements:
- Ranked #44 in DSN Global 100 2025.
8. NeoLife
Country: USA
Website: www.neolife.com/
Top Earners: N/A
Products & Services: Haircare/Hair Accessories, Health/Fitness/Wellness, Homecare, Nutritional Supplements
Founder: Jerry Brassfield
CEO: Kendra Brassfield
Year Founded : 1958
Headquarters : Santa Clara, California
Achievements: N/A
9. Magnetix Wellness
Country: Germany
Website: https://magnetix-wellness.com/en/
Top Earners: N/A
Products & Services: Jewelry & Wellness Products
Founder: Petra Döring
CEO: Petra Döring
Year Founded : 1999
Headquarters : Frankfurt, Germany
Achievements: N/A
Quotes from the leaders of top MLM companies in Finland
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 experiences we offer can be real differentiators.
As the world’s largest active and lifestyle nutrition brand, the impact we have made in the world is truly incredible. Our scale and reach globally puts us in a unique position to become one of the world’s most important health and wellness platforms. Our belief in our business model and the value, service, and opportunity it provides is stronger than ever.
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.
Recent news on top MLM companies in Finland
Amway gives $55,000 to Philippine Red Cross for disaster relief
To support its ongoing humanitarian work, Amway Global gave $55,000 to the Philippine Red Cross. This donation was handed over on November 26, 2025, with both parties staying solid in supporting communities in need.
Herbalife opens $7 million research center to support product development
Torrance, California is witnessing a big opening of Herbalife’s research and development facility at its manufacturing campus situated there. The new center will focus on testing, quality control, and product development to support the company’s nutrition products.
PM-International hosted Global Leadership Event 2025
PM International’s 2025 Leadership Event witnessed a gathering of more than 2,500 top leaders from different parts of the world. The company claims a growth of 24% with investment in new offices and charitable programs.
Oriflame invested in new Indonesian film project
As part of its 2026 Asia Pacific marketing plans, Oriflame has invested in an upcoming Indonesian film, Four Seasons in Java. The company said that this will support local storytelling and community, women’s empowerment, and entrepreneurship initiatives.
Zinzino expanded sustainable supply with Xion Deal
Zinzino has gained a 35% stake in Xion International Group to improve its own production of omega-3 and spirulina. As the company is growing globally, this initiative is believed to support its long-term growth.
Accelerated by purpose and unified by quality these MLM companies in Finland have created a niche of their own in the Finland direct sales market. Even with declines in revenue, these network marketing companies have never compromised on delivering their best innovations in Finland. Direct selling industry must also be impacted by the growing gig economies and other additional income opportunities such as ecommerce, influencer marketing and subscription box services.
Discover how we build resilient businesses with advanced MLM functionalities
Establishing in the Finland direct sales market will require a deeper understanding of the factors that impact success and performance of businesses and the entrepreneurship interests of the Finns.
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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