Business model adjustments in 2025

As a part of business development and long-term sustainability, many direct selling companies including Amway, Herbalife, Seint, Rodan + Fields and Nu Skin reinvented their business models with new and blended selling approaches. And we saw companies like PM-International, Mannatech, Neora, Bravenly Global, Jordan Essentials, and Kalaia that came forward to reaffirm their commitment to the MLM model.

Many companies opt for affiliate marketing and direct-to-consumer models and some experimented with the blend of multiple marketing models. An omni marketing model was introduced by Bellame Beauty which unites affiliate marketing, influencer marketing, and direct selling models on a single platform. This “new era of digital entrepreneurship” as the company calls it, will blend the accessibility of affiliate marketing with rewards and community experience of direct selling.

These new strategies sparked industry-wide debate and skepticism about the potential and relevance of the direct selling model especially multi-level marketing and network marketing. The personalized selling experience and sustainable growth opportunities that the model still offers makes direct selling a winning strategy even in 2026 and beyond.

Impactful strategies adopted by direct selling companies

Direct selling companies introduced unique and impactful strategies to redefine their growth in 2025. Most strategies aimed at improving international operations, distributor engagement, and customer experience.

Companies like dōTERRA, Color Street, USANA, and LifeVantage introduced new and impactful revisions to their existing compensation plans. dōTERRA's compensation plan is designed to simplify and increase income opportunities with flexibility for its distributors. The changes in compensation structures and business models of Color Street, LifeVantage, and USANA focused on early distributor retention, multiple income opportunities for brand advocates, and accelerating customer acquisition.

New bonus and incentive structures were introduced to welcome more entrepreneurs to the network. In another attempt to stablish transparency in the payout process, Zilis, the wellness company launched a transparency program called NIL (Name, Image and Likeness). The program aimed to maintain fairness and transparency in its compensation plan which will reward distributors for their leadership, influence, and value contributions along with sales.

Technology integrations, tools, and support platforms were launched by Scout & Cellar, Talk Fusion, and Nature’s Sunshine. New strategies to improve supply chain performance were adopted by Mary Kay through its job shadowing and Bellame through its extended shipping capabilities. When many companies like Natura sold their Avon business in various countries, Oriflame, Coway, Juice Plus+, and Nu Skin went through strategic restructuring to strengthen their presence.

Industry awards and recognitions

Direct selling companies were honored by various international prestigious bodies for the innovations, advancements, and out-of-the-box strategies that contributed to their success and to the growth of the industry.

Stevie awards

Partner.Co had a standout year with so many international awards and recognitions. They won a total of six Stevie awards in the Gold and Silver categories. The company was recognized in the Gold category for its event and webcasts, corporate and community, and corporate overivew, and Mr. Mark Patterson as the Marketing Executive of the Year. In the Silver category, the brand’s re-branding efforts and marketing campaigns were appreciated.

Nature’s Sunshine also won a Gold Stevie for its sustainability efforts and a Silver Stevie award for its product innovation. The Gold Stevie Award in the consumer products category was awarded to Tranont for its Daily Health System (DHS). Tranont also grabbed two Stevies in the Bronze category for its customer services.

DSA awards

The US Direct Selling Association Awards for 2025 were won by Sunrider® for its compliance training program, Plexus Worldwide for advocacy through action, Hy Cite’s Oportunidad Royal, Pampered Chef for product innovation, Novae for its myNovaeDisputes Manager, and Herbalife for its Casa Herbalife Program.

DSA UK, in their Diamonds of Direct Selling Awards 2025 recognized companies, individuals, suppliers, and partners for their exceptional performance and contributions. The winners and the award categories of DSA UK 2025 awards are:

• Excellence in Field Sales Development Award
• Magda Biel — Arbonne
• Stela Rafailova — AquaSource
• Founder Member Award
• Avon
• New Product Launch Award
• Serenova
• Supplier of the Year Award
• Thomas Brown

Seldia Europe’s Astra Awards Ceremony honored member companies and direct sellers operating in Europe. The winner of the Positive Impact Award was given for Amway’s Continued Education, Upskilling Award for Avon Communication, and Outreach Award to The Baltic DSAs.

Efforts of several other member companies and their representatives were also honored for their long years of services, innovation, and community contributions.

Direct Sellers Association of Canada Awards 2025 recognized member performances with different award categories.

• Making a Difference Award was secured by She’s Got Leggz.
• Darla Brown was honored with the Distinguished Service Award.
• Partnership in Progress Award was won by InfoTrax.
• Lewis Retik was conferred with Ivan P. Phelan Award.
• Shaklee's Landmark Study was recognized in the Industry Innovation category.
• Housni Ammor, Senior Director Finance & Operations, Arbonne International Canada was honored with DSEF Circle of Distinction Award.

Apart from awards numerous direct selling companies also got recognized by magazines, publishers, and other organizations. Bravenly Global was named in the Inc. 5000 list of fastest growing private companies and Herbalife was featured in the Forbes’ List of America’s Best Brands for Value. In another major award event by the International Forum (iF), Coway won Design Award 2025 for its product design. The company also won Red Dot Design Award for its exceptional product designs.

Hall of fame

Notable personalities from different walks of the industry were recognized for their expertise, commitment, and contributions. The leadership exhibited by these executives has transformed the growth trajectory of many companies and individuals.

• Alec Clark, the President and Founder of Plexus, was recognized as 2025 Philanthropic CEO of the Year by the Phoenix Business Journal for his philanthropic efforts across the country.
• Katy Holt-Larsen, Chief Impact Officer of Partner.Co was awarded “Woman of the Year” award in the Stevie Awards for her outstanding leadership in the company’s growth.
• Dr. David Vollmer, the Chief Scientific Officer at 4Life has been named as the member of the American Association of Immunologists (AAI).
• Ayo Olasiende, the President of Saladmaster, was inducted to the DSA UK Hall of Fame for his dedication to empowering entrepreneurs and contributions to the growth of direct selling industry in the UK.
• Mark Patterson, CMO of Partner.Co, won a Gold at the Stevies as the Marketing Executive of the Year.
• Loni Smith of Tranont was recognized in the Bronze category as the Customer Service Training Professional of the Year at the 19th Annual Stevie Awards for Sales and Customer Service.

Direct selling events: Milestones and celebrations 2025

Companies and their workforce came together to celebrate anniversaries, growth, achievements, and record-breaking milestones through various events and galas. One of the major DSA events was the 60th anniversary celebration of UK DSA. In another empowering event, DSA Canada hosted leaders and entrepreneurs to their Connect 2025 conference that offered group workshops and marked the launch of sales consultant education program.

Seldia, the Direct Selling Association of Europe, hosted its 9th European Direct Selling Conference which included the Astra Awards ceremony, educational sessions, workshops, and networking opportunities. Within Europe, the German Direct Selling Association hosted Congress 2025 with an award gala with categories based on company size and individual contributions.

Many direct selling companies including Farmasi, Neora, Zinzino, QNET, Plexus, LR Health & Beauty celebrated their anniversaries, reflecting on their journey to 2025.

New launches and major expansions

The growth pace of many companies never slowed down in 2025 leading to major expansions and new product and market launches. Young Living introduced a new product line, Wyld Notes, and Women’s Wellness company Serenova made its debut. eXp Realty had one of the fastest growing years in business expansion with new entries in Japan, Romania, the Netherlands, Peru, Turkey, Ecuador, and South Korea.

QuiAri, dōTERRA, and Zinzino expanded to the Asian markets of Thailand, Kazakhstan, and China. Zinzino also marked its presence in New Zealand and Shaklee’s acquisition of Modere assets helped them expand to the country. When Farmasi prepared for a launch in France, Vorwerk made a huge investment in the market as a part of its expansion strategy.

European and Asian direct selling markets saw new members entering to strengthen the existence of the business model and the industry in general.

Product and technology innovation

New products and attention-grabbing innovations influenced the growth of direct selling industry in 2025. These were led by advanced technologies like AI and robotics. Many companies also experimented with product designs and formulations to adapt to consumer preferences and convenience.

Vorwerk launched their Thermomix TM7 to elevate their consumer’s culinary experience with the first set ready to purchase in the US and European market. The company is also partnering with NVIDIA to develop robot-enabled home appliances. Tupperware expanded its product line with new glass food storage containers.

Mary Kay leveraged AI to create its Foundation Finder which recommends foundations that match a user’s skin tone. The new Prysm iO nutritional wellness device by Nu Skin, through advanced skin-scanning technology, delivers health and wellness insights for its users. A full launch is scheduled for mid-2026 and is available for qualified Nu Skin brand representatives.

In the cosmetics sector, Color Street launched magnetic nail polish strips called Attract FX. These are developed through a production process that aligns magnetic pigments with controlled magnetic fields to lock a pattern with depth and dimension with a 3D shimmer effect.

Product designs of Coway were recognized with awards and appreciations, especially for its Icon Pro Water Purifier which comes with a Recipe Mode that automatically sets water temperature, volume, and dispensing methods.

Quiet exits in the direct selling industry

While many companies shifted gears toward success and expansion, there were many others who fought hard but ultimately quit. The 30-year old Canada-based direct selling company, Epicure, suddenly ceased operations in January 2025 citing financial challenges that followed the pandemic. Modere also decided to wind up operations after a 23-year stint in the direct selling industry.

The classic party plan icon, Tupperware, continued to close down certain markets including Europe. The popular direct selling company’s withdrawal from the markets were intended to navigate bankruptcy protection and restructuring under its new ownership. Other smaller companies like IYOVIA, Ruby Ribbon, and Thrive Life also announced their closing down in 2025.

Mergers, acquisitions, and partnerships

strengthening strategy for others. Super Patch, with an aim to increase brand and product awareness, created a high profile collaboration with New York Times bestselling author and health expert Mark Macdonald. Herbalife acquired the assets of Pro2col Health LLC and Pruvit Ventures to expand its health and wellness portfolio.

Zinzino emerged as the star acquirer in 2025 by acquiring Truvy, Bodē Pro, Sanki, Valentus, and Ecosystem assets in France. This is aimed at increasing the company’s distribution power and product offerings across Europe, North America, and Asia. 2025 witnessed Zinzino’s ambitious growth strategy to rule popular world markets.

In a strategic partnership with Ulta Beauty, Rodan + Fields brought its dermatologist-developed skincare products into 150 Ulta stores and online. Other key acquisitions included Vida Divina’s acquisition of GOVVI and Shaklee’s acquisition of Modere assets.

Compliance and regulatory developments

Legal discussions, advocacies, and rule makings kept the industry vigilant with regulatory bodies advocating consumer protection policies and ethical business practices.

DSA’s regulatory engagement

The independent contractor status for direct sellers was advocated by the DSA at a federal level during a US Senate hearing. DSA highlighted the need for this classification to the Congress and the White House and also engaged with lawmakers on H.R. 3495 to protect legitimate direct selling businesses. DSA stood strongly for direct sellers stating that applying traditional employment frameworks to flexible entrepreneurial models like direct selling should be exercised with caution.

Direct Selling Association also hosted a Legal + Regulatory Conference with senior White House staff, lawmakers, and legal experts. Discussions on federal issues, FTC policies and scrutiny, and state-level legal movements drew attention and impact.

State-level legislative updates

DSA with Amway lobbied the Missouri legislature to advocate for a pro-consumer, anti-pyramid strategy that would differentiate legitimate direct selling businesses from fraudulent ones. DSA and the Utah Direct Selling Coalition together testified before lawmakers and issued several advocacy alerts to oppose the direct selling legislation in Delaware. However, despite the efforts of DSA and direct selling companies, a bill progressed through the Delaware House which stands as a concern inside the industry.

FTC rule making and enforcement activities

Click-to-Cancel rule of the FTC that requires subscription-based companies to simplify subscription cancellations was first deferred and then struck down in court. The FTC also dismissed its proposed nation-wide non-compete ban and has decided to move to a case-by-case enforcement policy. The Commission will have the authority to question non-compete agreements that seem unreasonable.

The enforcement activities of FTC included a complaint against IYOVIA for the income claims and business practices in the industry. On the consumer protection front, FTC stepped up to penalize Match.com for its violation of the Restore Online Shoppers’ Confidence Act (ROSCA) by failing to offer an easy subscription cancellation method for its consumers. Match.com will pay about $14 million in consumer redress and stop misleading advertising and difficult cancellation processes.

Direct selling research and studies

Various direct selling companies and industry associations conducted market research and studies that throw insight into the growth trends and consumer patterns within the industry.

WFDSA annual sales report

The annual stats report released by WFDSA shows that global retail sales for the industry stayed unchanged in 2024 at $163.9 billion and the independent sales force at 104.3 million. The industry sees this as a relaxation to the pressures imposed by the pandemic, and the industry is expected to grow in the coming years.

DSEF Growth and Outlook Survey

The US Direct Selling Association, together with Direct Selling Education Foundation, conducted a Growth and Outlook Survey on the US direct selling industry. The results revealed that the direct selling channel in 2024 reached $34.7 billion with 34.3 million preferred customers and discount buyers.

Consumer attitudes study

Ipsos for DSEF conducted a consumer attitudes study which showed a sharp interest in consumer trust and interest in direct selling. Positive consumer perceptions of the direct selling channel have improved by 21% since 2019.

The study also stated that 77% of participants favor flexible working opportunities that direct selling provide which in a way help them balance their personal and professional lives. One in three participants were also interested in the entrepreneurship opportunity that direct selling offers.

Future of wellness report

The Global Wellness Summit released the Future of Wellness report which encapsulated the trends expected to impact the wellness industry in 2025. The major trends mentioned in the report included the following:

• Consumers are interested in high-tech medical and low-tech affordable well being options.
• Consumers are increasingly dissatisfied because of the online manipulation which leads them to log off and prefer analog trends.
• Augmented biology is combining machine and human body to enhance physical wellness.
• Science-backed high-tech investments are expected to enhance trust in the supplement market.
• The Middle East is emerging as a leader in the wellness market through its national programs and investments in preventative healthcare, wellness tourist destinations and concepts that blend sports and wellness.

Sustainability efforts in 2025

Direct selling companies showcased their commitment to people and planet through impactful events and activities.

Environmental initiatives of Beauty Society, Young Living, and Greenway Global entered the news for their efforts to conserve the planet. Beauty Society partnered with Eden People + Planet to encourage reuse and reduce packaging waste. As a part of Earth Day, Young Living conducted activities for preserving biodiversity and sustainable farming practices. Greenway Global announced their major ecological goals that are aimed at reducing environmental impact and advancing sustainability in operations.

Oriflame, 4Life, and USANA uplifted the communities through a series of support activities throughout the year. Oriflame and Foundation 4Life centered their community activities by supporting underprivileged children with food and other necessities. USANA Foundation and its Utah-focused USANA Kids Eat program provided nutritious holiday meals for children and their families across Utah.

Mary Kay continued their relief efforts for cancer patients and domestic abuse victims. Mary Kay Ash Foundation granted $50,000 to Baylor Scott & White Dallas Foundation for advanced cancer research and early detection. The Foundation also donated $100,000 to domestic violence shelters in North Texas.

Conclusion

The year 2025 was rewarding for some and for some others it remained a year of twists and challenges. Overall, the direct selling industry stayed active with new entrants including companies, personalities, and product launches. Technology accelerated growth across various aspects and trends shaped progress. While customer preferences and markets are expected to continue shifting in the coming days, the industry remains hopeful of a productive year ahead.