Who doesn’t love adding a little shine and shimmer when heading out? Who doesn’t want to look a little better than usual? Who doesn’t love being pampered once in a while if not every day, right? At a time when climate change and global warming are at their peak, putting on a little sunscreen in the scorching summer, or a little moisturizer in the freezing cold temperature can’t be termed makeup, but it has become a way of life.
The beauty and personal care industry is one of the largest market segments with a volume of $677.19 billion. The age-old concept of makeup that was limited to lipstick, a powder, and mascara has undergone a world of changes. There are at least a hundred makeup products available for each facial element, for various age groups, for various skin types, and for various times of the day.
Based on the Statista report, In 2025, the beauty & personal care market is expected to yield a revenue of $677.19 billion globally.
The foray of MLM companies into the makeup and cosmetics sector paved the way for overall progress and expansion in the industry. The technological developments in the network marketing industry, with advanced beauty and cosmetics solutions, have also helped these multi-level marketing companies soar to new heights. The list of top direct sales makeup and cosmetic products in the year 2026 indeed showcases how the segment is set to boom in the coming years for the rising demands and evolving trends.
List of top MLM makeup and cosmetic companies
The below table is a list of top direct selling makeup and cosmetic companies along with their revenue and growth rate.
©
Epixel MLM Software
Data updated in July 2025
Source - businessforhome.org
*The above list is subject to market changes and modifications.
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Top Product Segments of Leading MLM makeup and cosmetic companies
| # | Company | Main Product Segments | Notable Products |
|---|---|---|---|
| 1 | Natura & Co (Avon, The Body Shop) |
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| 2 | Herbalife |
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| 3 | PM International |
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| 4 | Mary Kay |
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| 5 | Atomy |
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| 6 | Forever Living Products |
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| 7 | New Era Health |
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| 8 | O Boticario |
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| 9 | Vida Divina |
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| 10 | USANA |
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| 11 | Longrich |
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| 12 | Oriflame |
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| 13 | Monat Global |
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| 14 | Amore Pacific |
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| 15 | Omnilife |
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| 16 | RIMAN |
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| 17 | Yanbal International |
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| 18 | Chogan |
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| 19 | Pola |
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| 20 | Younique |
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| 21 | Faberlic |
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| 22 | Cosway |
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| 23 | Partner.co |
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| 24 | For Days Co |
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| 25 | Betterway |
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| 26 | New Image Group |
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| 27 | Seacret Direct |
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| 28 | Stella & Dot |
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| 29 | Noevir |
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| 30 | Anran |
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| 31 | BearCere Ju |
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| 32 | Amare Global |
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| 33 | Hinode Cosméticos |
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| 34 | Menard Cosmetics |
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| 35 | LimeLife by Alcone |
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| 36 | UP! ESSÊNCIA |
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| 37 | Arsoa Honsha |
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| 38 | FM World |
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| 39 | Panberes |
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| 40 | Dr. Juchheim Cosmetics |
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| 41 | Essens |
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| 42 | Arvea Nature |
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| 43 | Cellagon |
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| 44 | Acti-Labs |
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| 45 | Sisel International |
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| 46 | Aloette Cosmetics |
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| 47 | Evergreen Life Products |
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| 48 | Activz Global |
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| 49 | Jordan Essentials |
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| 50 | SwissJust |
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Company Age and Leadership: MLM makeup and cosmetic companies
| # | Company | Year Founded | Age in 2025 (years) | CEO | Founder(s) |
|---|---|---|---|---|---|
| 1 | Natura & Co (Avon, The Body Shop) | 1969 | 56 | Joao Paulo Ferreira |
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| 2 | Herbalife | 1980 | 45 | Stephan Gratziani |
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| 3 | PM International | 1993 | 32 | Rolf Sorg |
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| 4 | Mary Kay | 1963 | 62 | Ryan Rogers |
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| 5 | Atomy | 2009 | 16 | Park Han-gill |
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| 6 | Forever Living Products | 1978 | 47 | Gregg Maughan |
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| 7 | New Era Health | 1995 | 30 | David Napier |
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| 8 | O Boticario | 1977 | 48 | Miguel Krigsner |
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| 9 | Vida Divina | 2016 | 9 | Armand Puyolt |
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| 10 | USANA | 1992 | 33 | Jim Brown |
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| 11 | Longrich | 1986 | 39 | Xu Zhiwei |
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| 12 | Oriflame | 1967 | 58 | Anna Malmhake |
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| 13 | Monat Global | 2014 | 11 | Rayner Urdaneta |
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| 14 | Amore Pacific | 1945 | 80 | Kyungbae Suh |
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| 15 | Omnilife | 1991 | 34 | Amaury Vergara |
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| 16 | RIMAN | 2018 | 7 | Young Su Hwang |
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| 17 | Yanbal International | 1967 | 58 | Janine Belmont |
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| 18 | Chogan | 2013 | 58 | Michelangelo Paradiso |
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| 19 | Pola | 1929 | 58 | Miki Oikawa |
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| 20 | Younique | 2012 | 58 | Derek Maxfield |
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| 21 | Faberlic | 1997 | 28 | Konstantin Barmashov |
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| 22 | Cosway | 1979 | 46 | Chryseis Tan |
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| 23 | Partner.co | 2007 | 18 | Darren Zobrist |
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| 24 | For Days Co | 1997 | 28 | Keiko Wada |
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| 25 | Betterway | 1988 | 37 | N/A |
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| 26 | New Image Group | 1984 | 41 | Rod Taylor |
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| 27 | Seacret Direct | 2005 | 20 | Izhak Ben Shabat |
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| 28 | Stella & Dot | 2004 | 21 | Jessica Herrin |
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| 29 | Noevir | 1964 | 61 | Takashi Okura |
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| 30 | Anran | 2005 | 20 | NA |
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| 31 | BearCere Ju | 1992 | 33 | Dave Grimaldi |
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| 32 | Amare Global | 2016 | 9 | David Chung |
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| 33 | Hinode Cosméticos | 1988 | 37 | Mauro Oliveira |
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| 34 | Menard Cosmetics | 1959 | 66 | Marc Lacazedieu |
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| 35 | LimeLife by Alcone | 1952 | 73 | Laurent Billion |
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| 36 | UP! ESSÊNCIA | 2007 | 18 | Clarel Lopes |
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| 37 | Arsoa Honsha | 1972 | 53 | N/A |
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| 38 | FM World | 2004 | 21 | Artur Trawinski |
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| 39 | Panberes | N/A | N/A | N/A |
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| 40 | Dr. Juchheim Cosmetics | 2015 | 10 | Jurgen Juchheim |
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| 41 | Essens | 2011 | 14 | N/A |
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| 42 | Arvea Nature | 2013 | 12 | Sadok Laribi |
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| 43 | Cellagon | 1986 | 39 | Frauke Berner |
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| 44 | Acti-Labs | 2009 | 16 | John Miller |
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| 45 | Sisel International | 2006 | 19 | Tom Mower Jr |
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| 46 | Aloette Cosmetics | 1978 | 47 | N/A |
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| 47 | Evergreen Life Products | 2011 | 14 | Luigi Pesle |
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| 48 | Activz Global | 2017 | 8 | David Brown |
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| 49 | Jordan Essentials | 2000 | 25 | Nancy Bogart |
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| 50 | SwissJust | 1930 | 95 | Jacques Mizrahi |
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Recent news on top MLM makeup and cosmetic companies
Natura & Co aims for expansion in mexico during recovery initiatives
Natura & Co is placing its bets on Mexico to fuel growth. The company extend its reach beyond the 16 stores, online platform, and 500,000 beauty consultants as it aims to restore market confidence following last year's decline in earnings.
Natura & Co announces leadership restructuring
Natura & Co intends to merge with its Natura Cosmeticos subsidiary to enhance operational efficiency. CEO Fabio Barbosa will move into the role of chairman, CFO Guilherme Castellan will leave the company, while Joao Paulo Ferreira and Silvia Vilas Boas will remain at the helm of Natura Cosmeticos.
Herbalife aloe testing achieves worldwide recognition
Herbalife's unique approach to assessing the safety of aloe has received approval from AOAC International. This highlights the company's dedication to quality and innovation in its products.
Mary Kay introduces AI Foundation Finder
Mary Kay has introduced an AI Foundation Finder tool that utilizes a mobile scan to suggest ideal foundation shades for consultants and customers. Mary Kay claims that this innovation is a first in the direct selling industry.
Mary Kay recognized as the top Direct Selling Color Cosmetics Brand
Euromonitor International has recognized Mary Kay Inc. as the leading direct selling brand for skin care and color cosmetics globally. This is the third consecutive year that Mary Kay has received the recognition from the consumer insights and market analysis organization.
USANA receives the 2025 Good Housekeeping Beauty Award
USANA's Celavive Postbiotic Rescue Serum received the 2025 Good Housekeeping Beauty Award for its postbiotic and botanical formulation that supports stressed skin.
Quotes from the leaders of top direct sales companies
People are definitely a company’s greatest asset. It doesn’t make any difference whether the product is cars or cosmetics. A company is only as good as the people it keeps.
Younique has revolutionized the beauty industry and reinvented the e-commerce sales model with its social-selling platform.
Being part of a company recognized among the top 50 in the U.S. speaks volumes about our growth, resilience, and the impact we’re making in the beauty and wellness industry.
Direct selling cosmetics and personal care industry
The direct selling cosmetics and personal care industry saw an increase in its sales and revenue as high as 45.6 billion US dollars in the financial year 2021-2022. This comprised 24.5% of the total direct sales market share in the United States fueling the possibilities of the makeup and cosmetics sector in the years to come.
The industry’s global retail sales stayed at $163.9 billion in 2024. Things appear to be stabilizing after the post-pandemic drop, and growth may rise again in 2025. The direct selling industry had 104.3 million independent contractors in 2024, with women representing 72.1% of them.
In the Americas, cosmetics and personal care made up 30.3% of sales, compared with 18.1% in Asia/Pacific and 14.2% in Europe. From Pola, a doyen direct selling makeup and cosmetics company that was founded in the year 1929 to RIMAN one of the youngest MLM makeup companies in the sector that was founded in the year 2018, the makeup, cosmetics, and personal care industry is indeed quite humongous. The growth that these MLM makeup companies showcase also has been consistent over the years if not growth, they have maintained stability and very few others have seen a fall.
Like every other sector, competition in the network marketing industry is also getting tougher with each passing day especially in the makeup and beauty sector. From home-based organic, cruelty-free, vegan brands to multinational, multimillion brands, the sector caters to a wide range of age groups from as young as 12-year-olds to 75-year-olds. What might start with an acne cream for a teenager would end up as an anti-aging cream for the elderly. Apparently from as young as a teenager to an elderly person, a human being is always using some cosmetic product or the other during their lifespan.
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New generation lifestyle has increased the demand for innovative beauty products in the market. When a health condition results in a visible change in the skin or hair, the need for a cosmetic product with a new formula arises. This then leads to advanced research and boom, another sub-category arises in no time and brands build their own versions of it. The direct sales health and wellness industry has also seen its growth charts hitting new highs with varying health conditions of every generation alike.
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Well, makeup and cosmetics are not limited to products alone. It has various treatments of services to surgical procedures that last from one day to even a year with multiple sessions combining various medications and a cosmetic range of products. From essential oils that enhance beauty through a goodnight’s sleep, a face mask that uplifts sagging skin, instant brighteners that give you a sunny glow, to beauty boosters that help your skin and hair revitalize themselves there are umpteen direct selling makeup and cosmetic products in forms of lotions, gels, creams, pills, injections to chewable tablets.
The pandemic has been an eye-opener for most generations on the need of taking care of oneself and with lives getting busier, instant beauty products from MLM beauty companies are a go-to option for customers to fulfill their requirements.
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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