Direct Selling Roundup

Top trends transforming small businesses in 2026

Upwork, an online freelancing marketplace, listed eight top trends that are influencing small businesses in 2026. Direct selling news recently published an article on how these trends can be adapted by direct selling companies to build a sustainable business.

The eight small business trends listed by Upwork are

AI adoption and automation

Ecommerce and omnichannel growth

Hyperpersonalized customer experience

Cybersecurity crackdown

Social media marketing

Celebrating sustainability

Flexible work models

Recurring revenue models

Every trend points out to building an efficient operational model that benefits direct selling companies, their salesforce, and customers.

Mary Kay secures a top spot on Forbes 2026 list

Mary Kay was listed at rank #2 for its excellence in service delivery by Forbes. The 2026 Forbes Best Customer Service list honored Mary Kay for its commitment to being a customer-centric company. Mary Kay has been a well-known brand for customer and distributor support.

“Every interaction with our customers is an opportunity to make someone feel seen, supported and valued. Climbing to the No. 2 spot in the Forbes ranking is a strong validation of our people-powered culture and demonstrates the significance of what we can accomplish together. It speaks to the second-to-none reputation of our Independent Beauty Consultants, the passion of our customer service teams, and company values built on service and making time for others. That foundation is what inspires us to consistently deliver unforgettable customer experiences through our tried-and-true products,” said Ryan Rogers, CEO of Mary Kay Inc.

The Forbes Customer Service list is based on 3.8 million customer ratings taken each year to analyze the favorability of thousands of brands among consumers. This year around 3500 brands were reviewed. The recognition comes during a time when the global MLM brand is celebrating its six decades of success.

Global Wellness Summit forecasts new wellness trends

The Global Wellness Summit (GWS) Future of Wellness report this year had Amway as one of its exclusive sponsors. The GWS organization brings together sponsors, leaders, and visionaries to transform the future of wellness industry.

The report offers a detailed forecast of trends that will impact the wellness industry in 2026. This year’s trends focus on tools that help people of all demographics achieve realistic health goals with adaptable and long-term health practices.

“Each year, the Future of Wellness report delivers essential insights into the forces reshaping the global wellness landscape. As the exclusive sponsor, we remain committed to advancing credible, science-driven innovation that helps people lead better, more vibrant lives. This research strengthens our ability to deliver meaningful solutions for communities around the world,” said Melodie Nakhle, Amway Chief Marketing Officer.

Natura exits Avon’s Russian market

Natura has sold its Avon operations in Russia to the Arnest Group for about €31 million. The deal is a part of the company’s corporate simplification strategy to focus on Latin American markets. The Russian market was the only international market outside Latin America.

Natura had sold its Avon operations in Latin America to Regent LP, an investment firm in the US. The company has been restructuring its operations and is planning to make Natura Cosmeticos the parent company.

João Paulo Ferreira, CEO of Natura &Co Latin America, stated that the sale is the “final step” of the company’s simplification plan, and this is expected to give the company greater flexibility and value creation for customers.

Financial reports of top industry players published

Many top MLM companies published their full and final financial report for 2025. The performance shows mixed results, both of growth and decline. Here is the list of companies and their 2025 revenue published in February.

Herbalife – $5 billion

eXp World Holdings – $4.8 billion

Nu Skin – $1.49 billion

USANA – $925 million

Coway – $871 million

Medifast – $385.8 million

LR Health & Beauty – $326.3 million

LifeVantage – $48.9 million

Herbalife and eXp World Holdings have achieved the billion dollar mark with a strong market presence. The contrasting revenue reports show the increasing competition in the industry while smaller companies are moving toward steadily to establish their own space in the global direct selling market.