June 2021 Direct Selling News

DSN

DIRECT SELLING NEWS

VOLUME 17 / ISSUE 5 6

JUNE 2021

Global

100 CELEBRATING THE

TOP DIRECT SELLING COMPANIES AROUND THE GLOBE

CONGRATULATIONS to our clients in the DSN Global 100

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C O N T E N T S J U N E

DSN GLOBAL 10 0

By the Numbers 2021 DSN Global 100: The List Global 100: Company Profiles Global 100: FAQs

2 0 2 1

66 68 72 84

86

D S N AWARDS

Bravo Leadership Award

Kevin Guest: Leading by Example at USANA

94

B Y J E N N Y V E T T E R

Bravo Percentage of Growth Award

Color Street: Where Creativity is Queen

B Y J E N N Y V E T T E R

Bravo Growth Award

eXp Realty: The Real Estate Company of the Future is Here

102 110

B Y S A R A H PAU L K

Bravo International Growth Award Herbalife: Defying the Odds

B Y C O U R T N E Y R O U S H

Bravo International Growth Award PM-International: Finding Prosperity in the Pandemic

Nu Skin: A Force for Good B Y B E T H D O U G L A S S S I LC O X

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48 Direct Selling University 2021: A Game-Changing Week B Y S A R A H PAU L K

86 DSN’s Global Celebration— Oh, What A Night!

B Y L I S A R O B E R T S O N

118 124 I N EV ERY ISSU E

B Y C O U R T N E Y R O U S H

Bravo Global Good Award

F E AT U R E S

130

8-9 AD INDEX // 13 FROM THE EDITOR // 15 INDUSTRY NEWS // 42 FORWARD THINKING // 136 DSA MESSAGE // 138 VENDOR DIRECTORY //

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DIRECT SELLING NEWS

Serving the Direct Selling and Network Marketing Executive Since 2004 A SUCCESS Partners Company

FOUNDER AND CEO

Stuart P. Johnson CONTRIBUTING EDITOR

John Fleming

58

EDITOR

Patricia White editor@directsellingnews.com C R E AT I V E D I R E C T O R

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Laura Castillo Jenny Paredes PRODUCTION M ANAGER

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COVER STORY

COPY EDITOR

DIRECT SELLING NEWS GLOBAL 100—A STORY! A Story that Needs to Be Told Each Year.

BY THE D S N EDITORS

Direct Selling News (ISSN 15546470) is published monthly by SUCCESS Partners, 5800 Democracy Drive, Suite 100, Plano, TX 75024. Periodicals postage paid at Lake Dallas, TX and additional mailing offices.

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There is POWER in Partnership > What part of your business would benefit by bringing in a supplier to help your team be more efficient?

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800-529-6916 / ROYALCARIBBEANINCENTIVES.COM PAGE 10 JUNE 2021

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Impact Health Sharing Winston & Strawn LLP

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LaCore Logistics

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/ FROM THE EDITOR /

Global 100—A Story That Needs to Be Told and Celebrated!

EACH YEAR, THE DIRECT SELLING NEWS TEAM WORKS with

n

and it has become our signature research endeavor. The

There were 13 Honorees in the Best Places to Work in Direct Selling. They are listed on page 92.

companies around the world on the Global 100 Celebration, n

Kevin Guest, Chairman and CEO of USANA Health Sciences, received the Bravo Leadership Award, which is the only

goal from the outset of the project 12 years ago was to foster a greater level of transparency within the direct selling community, in turn supporting its growth as a channel

award that is presented to an individual. n

for distributing goods and services while simultaneously

eXp Realty received the Bravo Growth Award, recognizing growth in a domestic company. eXp grew by $800 million

promoting entrepreneurship.

from 2019 to 2020.

Our annual June issue is a collection of the truly inspirational

n

The Bravo Award for percentage of Growth in a domestic

stories and events that shaped the Global Celebration, the

company went to Color Street. Color Street achieved

Global 100 List and the highlights of the game-changing

171 percent year-over-year growth.

week of the Direct Selling University. A full article highlighting

n

This year, we introduced the Bravo International Growth

the virtual events of DSU 2021 can be found on page 48. We

Awards. Two companies were honored. Herbalife and

are incredibly grateful to the many gracious sponsors who

PM-International were selected for each achieving a

stepped up to make our 12th annual Global 100 Celebration

staggering $600 million in year-over-year growth.

and DSU event a huge success!

n

Debuting this year, we honored Nu Skin with our first

Historically, DSN Global 100 had listed 100 companies

Bravo Global Good Award. Nu Skin was selected for its

with annual revenue ranging from $60 million to more than

humanitarian efforts in support of children around the

$10 billion. Starting last year, the G100 list took on a new look

globe, as well as its sustainability initiatives.

and criteria, acknowledging 50 companies achieving more

n

We also recognized six industry LEGENDS—Jerry Brassfield,

than $100 million in annual revenue. The purpose of the G100

John Fleming, Stan Fredrick, Rick Goings, Rudy Revak

list remains the same—to showcase the true impact of this

and Larry Thompson! Check out the DSN website for their

channel on people’s lives as well as the economic impact

incredible stories, videos and podcasts.

direct selling companies make on the communities they serve.

Speaking of our website, I hope you are checking it often,

This year the G100 list grew to 65 companies, with more than

as we release articles daily. We are adding more content,

$64 billion in revenue combined, an impressive $3 billion

podcast and videos. We endeavor to be the news you need

in growth.

and the name you trust. At Direct Selling News, we endeavor

Each year the Bravo Awards panel recognizes companies

to be a source, resource and thought leader for the entire

for outstanding achievement and excellence in areas of

direct selling channel. So, if you have a suggestion, a need or

leadership and the highest percentage of revenue growth

an inspiration to share, please reach out. We would love to

year-over-year. This year’s Global Celebration included

hear from you.

more Bravo Awards than ever before—including some debut categories.

All the best,

Pa t r i c i a W h i t e | E d i t o r | pw h i t e @ d i r e c t s e l l i n g n ew s . c o m @directsellingnews

@DSNUpdate

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2021 VIRTUAL EVENTS

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/ INDUSTRY NEWS /

The Month in News Affecting Our Channel 16 / Milestone Celebrations 18 / Recent Expansions 20 / News In Brief 30 / Insights 32 / Executive Announcements 36 / Direct Selling Capital Advisors Stock Watch 40 / Customer-Centric Recognized Companies

/ INDUSTRY NEWS /

M I L E S T O N E

C E L E B R A T I O N S

NEWS IN BRIEF DIRECT SELLING NEWS CONGRATULATES THE FOLLOWING COMPANIES FOR THEIR MILESTONE ANNIVERSARIES IN 2021!

The Avon Company

135 years

Traveling Vineyard

20 years

Rena Ware International, Inc.

80 years

World Financial Group

20 years

Saladmaster / Regal Ware, Inc.

75 years

Ambit Energy

15 years

Jafra Cosmetics Int’l , US

65 years

Blessings Unlimited

15 years

National Motor Club

65 years

Initial Outfitters

15 years

Shaklee Corporation - USA

65 years

Innov8tive Nutrition

15 years

LegalShield

45 years

Peekaboo Beans

15 years

NYR Organic Inc.

40 years

Touchstone Crystal

15 years

OPTAVIA / Medifast, Inc.

40 years

Uppercase Living

15 years

Vantel Pearls

35 years

YOR Health

15 years

Golden Sun

30 years

APL Go

10 years

NewAge, Inc.

25 years

BODHD

10 years

Close To My Heart

25 years

Damsel In Defense

10 years

Giffarine Skyline Unity Co.

25 years

LifePharm Global Network

10 years

Immunotec

25 years

Neora

10 years

5LINX Enterprises

20 years

Perfectly Posh

10 years

It Works!

20 years

SEACRET Direct

10 years

NHT Global

20 years

Ultrra

10 years

NutriLife

20 years

Valentus

10 years

Rolmex

20 years

VYVO

10 years

Sabika Inc.

20 years

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TOP BRANDS HIRE TOP TALENT

Landing a more sophisticated brand of talent takes a more sophisticated recruiting partner.

CP & Krell Group has established itself as a constant in this fast-paced industry.

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We fill scores of C-suite, executive and directorlevel roles in the U.S., Europe and Latin America

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We work with true leaders—98 percent of our candidates come from Fortune 1,000 CPG companies We focus on diversity—98 percent of our candidates have a diverse background and speak at least two languages.

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Attracting greatness to your organization

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/ INDUSTRY NEWS /

E X P A N S I O N S

R ECENT E XPAN S I O N S “Kenya has always been on our dream list, and

AVON EXPANDS TO KENYA Avon recently announced it is expanding its African

like South Africa, we believe that it will serve as an

operations into Kenya. The company already has

important market and a gateway to other countries

a strong presence in Southern and North Africa,

in the region such as Ethiopia and Rwanda,” said

as well as parts of Sub-Saharan Africa, including

Avon Group CEO Angela Cretu. “Kenya has a young

Botswana, Mozambique, Swaziland, Zambia and

population that is very tech savvy and a growing

Zimbabwe.

and aspirational middle class.”

K E N YA

C O LO M B I A

I TA LY C H I L E A N D PA R AG U AY

HINODE GROUP EXPANDS INTO CHILE AND PARAGUAY EXP WORLD HOLDINGS LAUNCHES IN

As we continue to expand throughout

The Hinode Group announced its plans for future

ITALY AND COLOMBIA

continental Europe, we are thrilled to

international expansion, including Chile and Paraguay.

eXp World Holdings, Inc., parent company

introduce the eXp model and culture to

The company already has a strong Latin American

for eXp Realty, now has operations in

Italy, a country in which we have already

presence, with operations in Bolivia, Colombia,

Italy, Colombia. This new expansion is in

registered substantial interest,” said eXp

Ecuador, Mexico and Peru.

addition to eXp Realty’s presence in the U.S.,

Global President Michael Valdes.

Australia, Brazil, Canada, France, India,

“Colombia has a stable real estate market

“Our plan is to be present in 30 countries by 2030, as sales in our international markets grew by 50 percent

Mexico, Portugal, Puerto Rico, South Africa

and international buyers have begun to see

from 2019 to 2020, reaching 27 percent of total revenue

and the United Kingdom.

great opportunities for investment in the

last year and closing the year at R$ 1.6 billion,” says

country,” said Santiago Carrizosa, Managing

CEO Marília Rocca. “For 2021, the expectation for our

Broker in Colombia.

international markets is to reach 35 percent of global

“In the midst of a shifting global market due to COVID-19, our company and global regions have seen unprecedented growth.

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revenue, which should be R$ 1.9 billion.”

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/ INDUSTRY NEWS /

N E W S

I N

B R I E F

For the full articles, visit directsellingnews.com/ category/news/

NEWS IN BRIEF U.S. Supreme Court— Section 13(b) Does Not Authorize FTC to Seek Monetary Restitution

I

n a unanimous court decision, the Supreme Court announced that Section 13(b) of the FTC Act does not authorize the FTC “to seek, or a court to award, equitable monetary relief such as restitution or disgorgement.” The ruling does affirm that the FTC can seek monetary relief, but it must first invoke “its administrative procedures and then Section 19’s redress provisions.” This decision came as a result of AMG Capital Management v. Federal Trade Commission.

The FTC has historically turned to Section 13(b) to implement monetary consequences and remedies, since the FTC Act itself limits the circumstances in which the FTC can seek civil penalties. Interestingly, the text of Section 13(b) does not provide for monetary relief—only Section 19 and Section 5(l) do that, but both require extensive administrative adjudications. What Section 13(b) does provide is injunctions.

In the opinion authored by Justice Breyer, the court states that “no one imagined that Section 13(b) of the FTC Act would become an important part of the Commission’s

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consumer protection program. […]

By contrast, the Commission’s broad reading would allow it to use Section 13(b) as a substitute for Section 5 and Section 19…. that could not have been Congress’ intent.”

In the opinion, the court states that the FTC, by its own admission, now “brings dozens of Section 13(b) cases every year seeking a permanent injunction and the return of illegally obtained funds,” and that when considering consumer protection cases, the FTC says there is “no question that the agency brings far more cases in court than it does in the administrative process.”

The Supreme Court has now effectively ended a more than four-decade long pattern of quick-to-court injunction cases that result in financial penalties invoked by the FTC. Did Congress create Section 13(b) as a way that the FTC could bypass the processes of Sections 5 and 19?

With this ruling, the highest court has stated no: “Section 13(b) does not explicitly authorize the Commission to obtain courtordered monetary relief.” DSN

U.S. Labor Department Withdraws Independent Contractor Rule

T

he U.S. Labor Department has withdrawn its “Independent Contractor Rule,” which made it easier for companies to classify workers as independent contractors.

“By withdrawing the Independent Contractor Rule, we will help preserve essential worker rights and stop the erosion of worker protections that would have occurred had the rule gone into effect,” said U.S. Secretary of Labor Marty Walsh. “Legitimate business owners play an important role in our economy but, too often, workers lose important wage and related protections when employers misclassify them as independent contractors. We remain committed to ensuring that employees are recognized clearly and correctly when they are, in fact, employees so that they receive the protections the Fair Labor Standards Act provides.”

Erasure of this rule is made with the intent to prevent an overuse of the independent worker classification by companies who would benefit from denying employment benefits to its workers.

Worker protection is paramount, but there is some concern that the removal of this rule may make it difficult in the future for microentrepreneurs, like those in the direct selling industry, to continue to work in a flexible environment. DSN

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Mary Kay Launches Digital Platform and Virtual Reality Pop-Up Showroom

M

ary Kay announced the launch of Suite 13TM, a virtual reality beauty experience that utilizes 360-degree, 3D imagery to allow users to browse the brand’s portfolio of skin care and tour “rooms” that explain the company’s global legacy, values and key product benefits and ingredients. If users find a product they’re interested in, they can add it to a Wishlist that’s shared with their personal Independent Beauty Consultant.

This new approach is an effort to reach a new and different audience than the company has historically attracted.

“The launch of Suite 13TM is the result of months of creativity, passion and commitment to provide Mary Kay’s Independent Beauty Consultants the best and most innovative tools in the market to help them manage their business,” says Sheryl Adkins-Green, Chief Marketing Officer for Mary Kay Inc. “Today, technology is at the center of everything, and people—especially the younger generation—want to discover, learn and find out about new products online. Suite 13™ will provide Mary Kay Independent Beauty Consultants the flexibility of a digital business by being able to introduce our Mary Kay brand everywhere at any time and to elevate the way they build relationships with their customers by sharing an immersive beauty experience. To win in this new digitaldriven environment, we will continue to find new ways for people to connect virtually for personalized low-touch experiences based in high-tech innovation.” DSN

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USANA Creates ESG Program

U

SANA has created an Environmental, Social and Governance (ESG) program, under the oversight of its Board of Directors’ Sustainability Committee, to enhance the company’s planetfriendly initiatives and ensure all business strategies and activities align with the company’s core values.

“USANA has invested in sustainability efforts over the years, but we have come to realize that we can—and need to—do more,” said Paul Jones, USANA’s chief people officer. “Our ESG group is committed to reducing our carbon footprint while improving our diversity, equity, and inclusion efforts.

Our ESG program is built on two main pillars: planet and people. This focus will shape the way USANA conducts business for the future.”

These new efforts will focus on environmental stewardship, sustainable packaging and responsible sourcing, so the company will soon be reducing emissions and waste, enhancing its clean energy efforts and launching a global recycling program.

Also planned are efforts to enhance the company’s diversity, equity and inclusion through education, recruitment and community engagement through the USANA Foundation, the USANA Wellness program and professional development. DSN

Jeunesse Acquires European Health and Beauty Company Verway

J

eunesse announced the acquisition of Verway, a multichannel health, beauty and household products company based in Europe. This move is expected to boost Jeunesse’s growth in the European and Middle Eastern market, which saw significant year-over-year growth of 42 percent in 2020.

Verway was founded in 2017 by Ilhan Dogan, an entrepreneur whose personal success within the direct selling industry resulted in $1.2 billion in sales over three decades.

“This alliance not only helps Jeunesse build on the momentum in the European market, but it also opens the door to a truly global opportunity and product selection for Verway distributors and customers,” said Jeunesse Chief Visionary Officer Scott Lewis.

Dogan, who is known for his coaching of other direct selling leaders, as well as athletes and politicians, will now become a Jeunesse distributor.

“After decades in the direct selling industry, my excitement level in joining Jeunesse is as high as it was at the start of my career,” Dogan said. DSN

Get out of j ai free card l

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MONAT Launches Sustainability Program

M

ONAT commenced a sustainability initiative called “MONAT Sustainability—Building a Beautiful World.” In partnership with recycling company TerraCycle, the two companies created a program that allows participants to mail in empty MONAT packaging to be recycled using a prepaid shipping label.

MONAT is also releasing its first 100 percent post-consumer recycled bottle in the packaging for its Soothing Micellar Shampoo, and is also launching Sustainable Refill Pouches, which will now package many of the brand’s best-selling shampoos.

“As MONAT grows, it’s critical that we look at our global impact and ensure we are positioned as a global leader in the health and beauty industry with a robust sustainability program,” said Stuart MacMillan, president of MONAT Global. “Building a healthy planet is an important part of our global impact mission and we have just gotten started by implementing this new partnership with TerraCycle.” DSN

The Avon Company Partners with Gyrl Wonder

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he Avon Company is partnering with Gyrl Wonder, an initiative that equips women of color between the ages of 17-22 with the tools necessary to turn their ambitions into careers. This is the second annual collaboration for the two organizations.

“Avon is thrilled to carry on our partnership with Gyrl Wonder,” said Avon CEO Paul Yi. “As Avon celebrates its 135th year of empowering women, we are grateful for this opportunity to continue supporting Gyrl Wonder’s endeavors to uplift and amplify young girls of color.”

In its 2021 initiative, Avon will be making donations to the annual Gyrl Wonder Leadership Academy, where participants experience empowerment, education and relationship-building. Avon’s Black Team Member Diversity Network will also be supplying speakers for the academy through the year. DSN

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Avon Worldwide Joins TikTok with #LiftLockPop Challenge

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von Worldwide, owned by parent company Natura & Co, made its TikTok debut with a hashtag challenge it’s calling #LiftLockPop. This social media campaign supports the company’s launch of Unlimited Instant Lift Mascara and turns to key beauty and lifestyle influencers to demonstrate the product and encourage other TikTok users to try it out and share their experience.

This new approach is an effort to reach a new and different audience than the company has historically attracted.

“This is a really exciting chapter in Avon’s digital story as we harness social platforms to demonstrate Avon’s relevance in the beauty world as well as offer creative and fun content for viewers,” said Hannah Lally, Head of Beauty at Avon. “#LiftLockPop is a fun and visual campaign that brings Unlimited Instant Lift Mascara to life to an audience that may not have considered Avon as a beauty destination but will now see that we offer competitive, on trend beauty products at the click of a button. TikTok is an ideal platform for Avon to share its beauty, purpose and people stories that make us one of the world’s most loved beauty brands.” DSN

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N E W S

I N

B R I E F

For the full articles, visit directsellingnews.com/ category/news/

Isagenix Earns Top 10 Rank as Healthiest Employer 4th Year in a Row

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sagenix International was honored by the Phoenix Business Journal’s Healthiest Employers awards. This is the fifth consecutive year the company has received this honor, and its number six ranking this year is its highest position yet.

“We’re proud of our comprehensive corporate wellness program and how it helps employees achieve their wellbeing goals so they can live better,” said Isagenix Vice President of Human Resources Deborah Mathews. “It’s been especially gratifying to see employees embrace our virtual wellbeing offerings this past year, as COVID-19 necessitated implementing many initiatives online.

While we look forward to things returning to normal, we appreciate how the pandemic has made us more thoughtful, purposeful, and nimble in serving our employee population.” DSN

Arbonne Elevates Customer Experience with New Mobile-First Website Redesign

A

rbonne has launched a new website at www.arbonne.com with enhanced consultant and customer engagement tools. The new platform features mobile-first experiential design, aiming to simplify the shopping experience, data enablement, and demonstrate the brand’s leadership in social commerce.

The entirely reimagined customer experience and new ability to scale from a cloud hosted B2B commerce platform will support Arbonne’s growth into the future, said the company.

“This is a massive leap forward in our digital journey that elevates Arbonne into what we are calling the ‘experiential economy,’ further empowering consultants, their interactions with their teams, and customers across a more data-centric, agile ecosystem” said Tyler Whitehead, CEO. “We’ve placed significant investment and focus on key virtual business drivers to assure we are positioned well to support our growth.” DSN

NewAge Europe Reports Record Growth and Engagement

N

ewAge, Inc. announced that it is experiencing record growth in its European market, including exceeding records for net revenue growth, new distributor enrollment and attendance at its virtual events.

NewAge Europe saw triple-digit organic growth at the end of 2020, led by Region President Cameron Bott, and the company expects this momentum to continue into 2021.

“We are seeing the incredible growth in Europe that we experienced in 2020 now just accelerate in 2021 with all the new Brand Partners joining us,” Bott said. “Our digital and social media marketing and selling activities are expanding exponentially and having a tremendous impact on our revenue growth. The pandemic has [affected] how we conduct business everywhere, but we have rapidly responded and adjusted our model and as a result are using the change as an opportunity and a growth catalyst.”

The company recently created high-end online technology platforms for its virtual events to allow for live broadcasts in 12 different languages. More than 18,000 current and prospective Brand Partners participated in the company’s most recent live streamed event in 21 countries throughout Europe, with a social media reach of nearly 200,000 people. DSN

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N E W S

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B R I E F

For the full articles, visit directsellingnews.com/ category/news/

It Works! Celebrates 20th Anniversary with Brand Relaunch

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t Works! released plans for its 20th anniversary celebration, including the relaunch of its original, flagship products. The Ultimate Body Applicator has been reimagined as the Skinny Wrap, and Facial, a sheet mask, has been reformulated and packaged as the Hydrating Facial Mask.

“The biggest challenge in this industry—and really the worldwide market—is to offer an uncommon solution, a true original, that captivates people and offers them something they never thought was possible before,” said Mark Pentecost, founder and chief executive officer of It Works! “We knew we had something special to share with the world.” DSN

Plexus Mexico Celebrates First Anniversary with New Product Store

P

lexus Worldwide is celebrating the one-year anniversary of Plexus Mexico with a new product store at the company’s Guadalajara headquarters. This new store will save on shipping costs for consumers and eliminate wait times for product orders. Visitors to the store can check-in at the in-store kiosk to place new orders or order ahead of time and pick up their items at the store’s will call area.

The new product store also features a large conference room and two small meeting rooms that can be reserved by Ambassadors to use as a recruiting tool for prospective Plexus members and customers. DSN

INTERNATIONAL COMMERCE SIMPLIFIED

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N E W S

I N

INSIGHTS

B R I E F

For the full articles, visit directsellingnews.com/ category/news/

Young Living Wellness Survey Reveals New Pandemic-Driven Shift in Consumer Attitudes

I

n a study of 5,000 adults from around the world, Young Living analyzed the wellness habits of consumers and discovered that the COVID-19 pandemic created a greater awareness and understanding of personal wellness and the importance of self-care and mental health.

Of those surveyed, more than half (57 percent) say they focus more on their mental health since the pandemic began, 53 percent said they created new healthy habits during the pandemic and 42 percent plan to set aside more time for personal wellness in 2021.

Another big finding: stress is now common for the average consumer (48 percent say they feel stress daily and 5 percent are so stressed they report finding it difficult to function), but typical outlets for relieving it have been unavailable.

Work-life balance is a factor, with 28 percent of women and 23 percent of men reporting that they took zero vacation days in 2020. In the United States specifically, 33 percent of women and 23 percent of men did not take any days off of work in 2020. Guilt creates more stress for women

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(23 percent) than men (11 percent) when they actually do take time for themselves.

As a result, mental health has become an important component of wellness for more people than previously, and consumers are developing new habits to take care of themselves during a limiting pandemic season, including: • Drinking coffee or tea (78 percent) • Going for walks (60 percent) • Connecting with people and pets (74 percent) • Using aromatherapy or essential oils weekly (20 percent) • Yoga (16 percent) • CBD products (12 percent) • Religious or worship activities (81 percent—U.S.; 94 percent— UK; 80 percent—Australia; 77 percent—Indonesia) Consumers expect this routine of considering wellness and self-care a priority to continue into the future, with almost half of consumers (48 percent) saying they are making wellness and self-care a top priority. DSN

/ INDUSTRY NEWS /

E X E C U T I V E

A N N O U N C E M E N T S

For the full articles, visit directsellingnews.com/ category/news/

EXECUTIVE ANNOUNCEMENTS

Tyler Whitehead

Georgia Garinois-Melenikiotou

Mac Larsen

Arbonne, CEO Arbonne announced it has appointed Tyler Whitehead to the role of Chief Executive Officer. Whitehead brings almost two decades of experience in the direct selling industry and has also worked as a private practice attorney specializing in securities, mergers and acquisitions, and finance in highly regulated industries.

Whitehead has also been an active Board Member in the Direct Selling Association, the Council for Responsible Nutrition, and the International Alliance of Dietary Supplement Associations.

“I am looking forward to that challenge and see enormous potential today with Arbonne and an incredible future ahead,” Whitehead said. “I am confident with the talented Arbonne team we will find success and achieve our mission to help more people flourish in a healthy sustainable way.”

Natura &Co, Board of Directors “Natura &Co’s iconic brand equities portfolio, all in the direct-to-consumer space and in sync with consumer aspirations, globally, combined with its ambition to be not just the best beauty company in the world, but the best beauty company for the world, make it such a unique group,” Garinois-Melenikiotou said.

Garinois-Melenikiotou is a former executive in the prestige beauty industry and has held global leadership positions.

“We are delighted to welcome Georgia Garinois-Melenikiotou to our Board of Directors,” said Roberto Marques, Executive Chairman and Chief Executive Officer of Natura &Co. “Her deep knowledge of the beauty industry, her digital vision, her experience in driving international expansion, notably in Asia, and her marketing and branding acumen will be major assets for Natura &Co.”

Isagenix, Senior Vice President of Global Sales Isagenix announced it has named Mac Larsen to lead its global independent sales force. Larsen joined the company in 2010.

“During his 10 years at Isagenix, Mac has shown an impressive ability to connect with, support, and energize our independent distributors,” said Isagenix Chief Executive Officer Sharron Walsh.

“He embodies the mission and vision of Isagenix, and I’m thrilled to have him on our executive leadership team.”

“I’m excited to take this next step in my career at Isagenix, as it allows me to partner with hundreds of thousands of independent distributors around the world,” Larsen said.

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/ INDUSTRY NEWS /

E X E C U T I V E

A N N O U N C E M E N T S

For the full articles, visit directsellingnews.com/ category/news/

Gareth Hooper

Connie Tang

Mark Schissel

Sunrider, Chief Information Officer Sunrider International announced it has named Gareth Hooper as the company’s new Chief Information Officer. Hooper brings a background in global information technology operations, strategy and execution, and has held multiple CIO and IT Leadership positions in other large corporations.

“We are thrilled to welcome Gareth Hooper to the Sunrider family,” said Sunrider CEO Sunny Beutler.

“He brings over two decades of experience and achievement to our company. We are confident that he will innovate, streamline, and revitalize Sunrider’s technology operations.

I am so excited to utilize Gareth’s unique ability to orchestrate truly transformative business strategies through his influence over technology.”

Hooper’s new role will include driving organizational growth through technology, overseeing website performance and designing data-driven solutions and strategies for the company’s distributors.

Nu Skin, Executive Vice President and Chief Global Growth and Customer Experience Officer Nu Skin has appointed Connie Tang to the role of Executive Vice President and Chief Global Growth and Customer Experience Officer.

“We are extremely fortunate to have such a talented leader join our team,” said Ryan Napierski, president and CEO-elect. “I have known Connie for many years and am confident that her skills, experience and reputation in beauty and wellness are perfectly aligned with our vision and strategy.

Throughout her career, Connie has focused on the needs of the customer first, driven transformative digital customer experiences and led global growth and expansion.

She has long been an advocate and prominent thought leader in diversity, equity and inclusion, which will be a significant addition to our Nu Skin team. On top of all that, perhaps her most valuable attribute is her ability to inspire and lead others toward greatness.”

Herbalife Nutrition, New Chief Operating Officer Herbalife Nutrition Ltd. has appointed Mark Schissel as the company’s new Chief Operating Officer. Schissel will succeed David Pezzullo, who is retiring and will assume this new title on August 2, 2021.

“Mark is an amazing leader, who over the years has demonstrated his ability to lead a complex global organization and has our confidence to guide us through our continued growth,” said John Agwunobi, Chairman and CEO. “He is part of the company’s executive bench consisting of an impressive and capable group that will continue to lead with passion and vision.”

Pezzullo will remain in an advisory role through March 2022.

“Dave’s leadership and contributions across several functions have been integral to the success of our company,” Agwunobi said. “While we will greatly miss his leadership and his endearing personality, he leaves behind a world-class team and operation.” DSN

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WINSTON & STRAWN _____

Experienced Legal Counsel for Direct Sellers

Winston Partners John Sanders and Katrina Eash’s specialty practice focuses on representing direct sales organizations in a wide range of disputes and consulting matters.

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John and Katrina’s experience defending and advising direct-selling organizations is particularly deep, including nearly half of all direct-selling companies that have faced class-action pyramid scheme litigation in the last several years. They have successfully defeated class RICO and securities claims, enforced non-compete and non-solicitation agreements, prosecuted individuals violating their clients’ intellectual property rights, and counseled their clients on regulatory compliance issues and publicity crises. They also regularly advise clients undergoing government investigations, including those brought by the FTC.

John and Katrina—both recognized industry “Trail Blazers”—provide complete, comprehensive services to direct sellers in need of experienced legal counsel.

/ INDUSTRY NEWS /

S T O C K

W A T C H

DIRECT SELLING C A P I TA L A D V I S O R S RISE IN DIRECT SELLING STOCKS PROJECTS ANOTHER RECORD YEAR

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ARCH WAS a tumultuous month for direct selling stocks, but April proved to move the group marginally higher, with the Direct Selling Capital Advisors Direct Selling Index (DSCI) rising 3.1 percent during the month, compared to a slightly lower gain for the Dow Jones Industrial Average (DJIA) of 2.7 percent. This rise in April places the DSCI in line with the broader markets.

Since the tracking period began March 1, 2020, the DSCI remains up 79.1 percent, compared to a DJIA gain of 33.3 percent. Considering a year-to-date basis, the DSCI retains a slight lead over the DJIA, with gains of 11.4 percent, compared to 10.4 percent.

LARGE CAP STOCKS Most of the large cap stocks within the DSCI tracking set reported strong revenue, exceeding even optimistic estimates, with the average year-over-year revenue growth in this group reaching 63.3 percent. The company trailing the group with the least growth still grew more than 15 percent.

Collectively, the companies’ revenue grew by $2.76 billion in the first quarter.

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Much of this growth is being driven by the domestic market. Medifast, Inc. (NYSE: MED), a primarily domestic company, grew revenue 91 percent year-over-year, and the North American segment of Nu Skin Enterprises, Inc. (NYSE: NUS) grew 97 percent year-over-year.

First quarter data for this grouping showed that 80 percent of the 50 companies within the tracking set reported yearover-year revenue growth for the first quarter of 2021. n Betterware de Mexico (NASDAQ: BWMX) went public last year in a merger with a special purpose acquisition company (SPAC) and has since been a new standout to the large cap tracking set. The Mexican direct seller has a current market capitalization of approximately $1.7 billion and rose nearly 22 percent over the course of the month, climbing nearly 40 percent year-to-date. As of the end of April, the stock had increased more than 450 percent since the merger was finalized with the SPAC in March 2020. n Tupperware Brands Corporation (NYSE: TUP) fell 7.7 percent in April, but remains one of the top leaders within the tracking set, with gains of 755.1 percent since February 28 of last year. The company’s turnaround plan has made significant progress in the last year, including a

Most of the large cap stocks within the DSCI tracking set reported strong revenue … collectively, the companies’ revenue grew by $2.76 billion in the first quarter.

return to significant growth and a tidier balance sheet. First quarter financial results for the company included 22 percent revenue growth and a net income of $45.3 million. n Nu Skin Enterprises, Inc. (NYSE: NUS) was mostly flat in April but remains approximately 123 percent above its levels in February of last year. The stock traded in a sideways consolidating pattern for most of the month. The company’s Q1 results included 31 percent revenue growth and has since traded aggressively higher. n Herbalife Nutrition, Inc. (NYSE: HLF) has followed the trading pattern of NUS almost exactly—trading down significantly for several months and now moving

aggressively higher following impressive first quarter reports.

HLF increased 3.2 percent in April and stands 41.4 percent above its levels in February of 2020. Its first quarter report included 19 percent year-over-year revenue growth and strong performance within its North American market which increased sales by 30 percent year-over-year. n Medifast, Inc. (NYSE: MED) gained 7.2 percent in April and now stands 185.7 percent above its February 28, 2020 levels.

The stock spent most of the month trading in a calm but upward pattern, then surged higher following reports of a 91 percent year-over-year revenue growth in the first quarter. n USANA Health Sciences, Inc. (NYSE: USNA) has been a w w w. d i r e c t s e l l i n g n e w s . c o m 37

/ INDUSTRY NEWS /

S T O C K

strong performer over the last several months, reaching several 52-week highs in early 2021. While it spent much of April in a tight consolidating pattern with an upward bias, the company reported 15.5 percent revenue growth year-overyear in the first quarter, and surprisingly traded aggressively lower. It has since recouped much of those losses and has climbed back above its 50-day moving average. n eXp World Holdings (NASDAQ: EXPI) declined 24.6 percent during April. The company has had a remarkable growth story this year and remains up 8.9 percent year-to-date and 618.8 percent since March 2020. In spite of reporting record revenue and growth numbers for the first quarter, it fell short

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W A T C H

of analyst expectations and declined as a result. Year-overyear revenue growth for the company stands at 115 percent. n Primerica, Inc. (NYSE: PRI) increased 8.1 percent in April and now stands 45.4 percent higher since March 2020 and 19.7 percent higher year-to-date. The company reported 21 percent revenue growth year-over-year and has since trended steadily upward.

SMALL CAP STOCKS Nature’s Sunshine Products, Inc. (NASDAQ: NATR) is the largest group within the tracking set with a market capitalization of $412 million. It continued its general upward

Short interest in industry stocks

trended generally lower over the course of April but remain in the same range of 3.5 days to cover.

trend and continually sets new 52-week highs on a regular basis. The stock moved 4.3 percent higher and now stands 168 percent above its March 2020 levels and 47 percent higher on a year-to-date basis.

The company reported $102.6 million in first quarter revenue and has since trended in a sideways pattern.

SHORT INTEREST DATA AND ANALYST SENTIMENT Short interest in industry stocks trended generally lower over the course of April but remain in the same range of 3.5 days to cover. The number of sellside analysts maintaining “buy” and “hold” ratings on industry stocks remained flat at approximately 97 percent, but the number of analysts

recommending “hold” as opposed to “buy” increased slightly. Analysts maintaining “sell” was minuscule.

“To say that direct selling companies reported strong first quarter financial results would be a clear understatement,” said Stuart Johnson, Direct Selling Capital Advisors CEO. “While we had been expecting an impressive performance, they, for the most part, hit it out of the proverbial park with average revenue growth of 63.3 percent amongst our large cap tracking set. While we continue to believe that the rate of year-over-year growth will likely begin to slow in the second quarter of the year, we are now more than comfortable in projecting that 2021 will result in another record year for domestic direct selling revenue.” DSN

DIRECT SELLING CAPITAL ADVISORS is a boutique investment banking, business development and corporate finance advisory firm primarily focused on the direct selling vertical, as well as ancillary businesses. Located in Dallas, Texas, Direct Selling Capital’s core service offerings include both buy and sell-side M&A advisory, equity and debt financing, as well as joint venture and partnership opportunities. For more information please contact us at: info@directsellingcapital.com This is a summarized report; for more information, please contact info@directsellingcapital.com.

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based solely on a company’s customer-to-distributor ratio taking into consideration the following definitions:

Distributor—someone who

DOES have a distributor agreement in place

Customer—someone who DOES NOT have a distributor agreement in place

n

n

R E C O G N I T I O N

BE CU STOM ERCENTRIC RECOGNIZED.

The CCR Program is

n

C U S T O M E R - C E N T R I C

Active is defined as each

Direct Selling News is excited to present the Customer-Centric

customer and distributor must have made a product purchase during the last six months.

Active customer and distributor counts are limited to those in

Recognition (CCR) Program to celebrate companies that are leading the way toward a sustainable, customer-centric future for the industry. Qualifying companies utilize business models that boast high

the U.S. and Canada.

customer-to-distributor ratios and prioritize customer sales.

Companies must have been in business for at least one year and have a minimum of $5 million in annual revenue.

Qualifying companies must

DSN

attain: 5:1 up to 10:1 for Gold status and 10:1 or more for Platinum status.

DIRECT SELLING NEWS

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Companies who wish to learn more or submit a CCR Program Application can go to www.directsellingnews.com/ccr/ or contact editor@directsellingnews.com

D

IRECT SELLING COMPANIES with a strong retail base of satisfied customers are

experiencing impressive growth and deserve recognition and acknowledgment for

their efforts. With evolving consumer expectations and regulatory scrutiny, customer‑centric equals success for everyone—distributors, direct selling companies, and the channel as a whole.

The DSN Customer-Centric Recognition Program acknowledges these companies.

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FO R WA R D

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Video Evolution WhatsApp and YouTube’s new video features could be terrific for direct sellers

BY DAVID LEE

WhatsApp Video Calling

WhatsApp, the Facebook-owned messenger app, announced that it is rolling out video calls to expand the communication features. WhatsApp has more than 2 billion users around the world.

The feature will be available only for Mac and Windows desktop apps for now, but there are plans to make them available for tablets and phones.

Only one-to-one video calls can be made at the moment, but group calls are planned for the future.

The video calls work for both portrait and landscape orientation. While the app remains primarily a text chat app, voice calls have evolved into a major feature. According to WhatsApp, it processed more than 1.4 billion calls on New Year’s Eve—one of the platform’s peak usage days.

Millions of people use the app daily, with more than 100 billion messages processed, so incorporating video calls into their regular communication could carve out a significant piece of the video conference space. Each voice and video call will be end-toend encrypted, just like texts and file sharing.

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YouTube Chapters and Shorts

According to Statista, the average length of a YouTube video is 11.7 seconds. Why are videos trending longer? The main goal is to increase watch time, which can benefit both creators and YouTube. The platform now features the option to add chapters to your videos. This allows watchers to navigate forward and backward to timestamped areas of the video.

One of the big benefits is the ability to re-watch sections and quickly find the beginning of each section. Video creators enter timestamps in the description—a feature that has existed before— and chapter marks are added to the video progress board. Adding chapters to longer videos can also help with search engine optimization since the feature is meant to be more detailed and user-friendly. Chapters could be a terrific application for product demonstrations, trainings and even online business presentations.

YouTube Shorts follow the success of TikTok and Instagram Reels, featuring quick, portraitorientation videos (15 seconds or less). Shorts are typically created with smartphones in more natural settings and uploaded right to YouTube. Just like with other videos on the platform, they show up in video suggestions based on user searches and interactions. DSN

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The NOW App, developed by SUCCESS Partners, is

Power App

an all‑in‑one digital tool that empowers today’s direct seller to build a duplicatable business from

The all-in-one digital app for today’s mobile

anywhere on their own terms.

direct selling business

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BY DAVID LEE

IRECT SELLING INDUSTRY CONTINUES TO EVOLVE into the digital realm while maintaining the relationship-building foundation that has always made the business model so effective. Today’s direct sellers learn to incorporate digital sales and marketing tools that match today’s customer experience. They want to leverage cutting-edge yet user-friendly technology that empowers them to control how they work, when they work and sometimes more importantly, when they don’t.

The NOW App, developed by SUCCESS Partners, is an all-in-one digital tool that empowers today’s direct seller to build a duplicatable business from anywhere on their own terms. From distributor onboarding to social media marketing to lead generation to customer conversion, direct selling companies are mapping their entire selling system onto the app.

The Power of Connection

Publishing effective social content native to the social platform doesn’t come naturally to most people. Yet, it can be highly effective in generating a genuine following online that can be converted to customers or new members. The NOW App features a media library loaded with ready-to-post, compliant content that can be regularly updated with fresh and relevant messaging. These assets are customized to specific social platforms, taking the

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guesswork out of sizing and social relevancy. Users can even toggle between different languages.

Potential leads can be sent to targeted landing pages that market specific products or even the business opportunity. These easily updated pages are linked to the full conversion and email marketing funnel built into the app.

Effective Communication

How does “the fortune is in the follow-up” philosophy translate to an all-in-one digital marketing system?

The NOW App empowers direct sellers with a complete lead communication and customer relationship management system. Customer contact info and contact history, retargeting campaigns, and follow-up prompts and reminders maximize engagement.

CASE STUDY #1

O

NE CLIENT REPORTED that when compared to the company average, independent

distributors enrolled through the sampling program: n AVERAGED 26 PERCENT HIGHER RETENTION over a 6-month period n ORDER 16 PERCENT more frequently n SPENT 29 PERCENT more n ENROLLED 34 PERCENT more distributors n Enrolled more consistently, with 344 PERCENT MORE ENROLLERS over a 6-month period

CASE STUDY #2

T

RUVY, AN INNOVATIVE WELLNESS AND FITNESS COMPANY, began implementing the NOW App

through the spring and summer of 2020. They wanted to simplify and streamline their customer checkout process and improve the overall customer shopping experience.

The company had its best year with compounding growth month over month.

“Our direct sellers love the app,” says Travis Davis,

Individuals who eventually order products through the follow-up system order an average of 33 percent more product than those who don’t come through the system. The same individuals are roughly four times more likely to enroll as a distributor compared to people who do not go through the same follow-up system.

Businesses that incorporate a sampling system can map that system onto the app, allowing direct sellers to send out and track product samples without having to load up on inventory in a “purchase as you go” method. They can even earn credits to cash in for more products or samples. App users report a 30 percent conversion rate (on average) using the sampling system.

All-in-one training and onboarding can be conducted right on the app, giving new direct sellers a step-by-step experience that’s customizable to their achievement level. Clear, attainable goals help them to take consistent action and keep the business top of mind. The app sends notifications and reminders to encourage users to complete the next steps. Corporate event calendars, training, conferences and other announcements can be incorporated as well. There’s no need to manage multiple platforms in order to stay connected.

Conversion Tool

Creating an online shopping atmosphere that matches today’s online customer behavior is critical to sustainable success. The NOW App’s automated sampling and buying system allows direct sellers to send samples on demand, track orders and trigger drip campaigns. Up-to-date coupons and other

Truvy’s Marketing Director. “The platform provides leading innovation and incredible customer service. They have truly partnered with us, and we are excited to continue our exceptional growth together.”

Here are some results Truvy experienced from May through August 2020: n 230 PERCENT revenue growth n 22,467 NEW USERS engaged on the platform n 358 PERCENT increase in customer acquisition n FIVE-STAR customer rating

special offers can be applied at any time, which lets customers try products in a no-pressure approach.

Interactive video shopping experiences can be launched from the app and connect directly to Facebook. Potential customers can browse products, ask questions, and then add products to a shopping cart. These experiences help communicate value and demonstrate products while keeping direct sellers in front of their audience. It also helps build relationships even if viewers don’t purchase anything.

Each video session has insights and analytics that provide valuable info to help shape future content.

In-app shopping tracks engagement analytics and features instant repurchasing by securely keeping customer payment method on file.

Shopping cart reminders help drive sales and track customer activity. Companies that couple an initial purchase with a special offer, like free shipping or a certain percentage off, generally see better results than those who do not. DSN w w w. d i r e c t s e l l i n g n e w s . c o m 4 5

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Must Reads THINK AGAIN: THE POWER OF KNOWING WHAT YOU DON’T KNOW AUTHOR: ADAM GRANT (VIKING, 2021)

THE BESTSELLING AUTHOR of Give and Take and Originals examines the critical art

of rethinking: learning to question your opinions and open other people’s minds, which can position you for excellence at work and wisdom in life. Organizational psychologist and author Adam Grant is an expert on opening other people’s minds—and our own. Think Again reveals that we don’t have to believe everything we think or internalize everything we feel. It’s an invitation to let go of views that are no longer serving us well and prize mental flexibility over foolish consistency.

If knowledge is power, knowing what we don’t know is wisdom.

THE SECRET IS YOU: HOW I EMPOWERED 250,000 WOMEN TO FIND THEIR PASSION AND CHANGE THEIR LIVES AUTHOR: CHRIS CICCHINELLI (POST HILL PRESS, 2021)

P

URE ROMANCE is a company that started with a will and a dream to break down barriers. It is a business that started in a basement and turned into a global phenomenon. In The Secret is You, author and CEO Chris Cicchinelli charts his two-decade journey transforming Pure Romance into the world’s largest in-home/virtual party company of its kind while also sharing his innovative approach for helping women become successful entrepreneurs themselves. Cicchinelli reveals the principles that are the foundation of his company’s success and can help anyone bring their dreams to life.

BUSINESS MADE SIMPLE, WITH DONALD MILLER NPR (APPLE PODCASTS) As a New York Times bestselling author and CEO of StoryBrand, Don Miller has helped businesses clarify their message. With his podcast Business Made Simple, Miller shares his wisdom with listeners to help them understand that growing a business should not be a mystery. You can enjoy the podcast and the weekly Get Coached sessions focused entirely on coaching you through the business problems keeping you up at night. DSN

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2021 DIRECT SELLING UNIVERSITY /

A GameChanging Week SOME OF THE INDUSTRY’S MOST POWERFUL AND ESTEEMED LEADERS CAME TOGETHER TO SHARE THEIR PROVEN BUSINESS STRATEGIES AND CAST VISION FOR THE FUTURE OF THE CHANNEL.

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BY SARAH PAULK

I

t was a record-breaking year for the direct selling industry, with the top ten companies on

the DSN Global 100 list alone growing more than $3 billion in 2020. So, it was fitting that this year’s all-virtual Direct Selling University matched that energy and enthusiasm with a record number of participants and more than 3,000 views during the initial broadcast.

But this year was not without challenges, and in what felt like a behind-the-scenes masterclass, more than 40 speakers shared powerful data-backed presentations with Direct Selling University participants, offering insight into how some of the biggest brands and most respected names in the channel drove growth and identified new opportunities while navigating uncertainty.

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This year’s all-virtual Direct Selling University matched that energy and enthusiasm with a record number of participants and more than 3,000 views during the initial broadcast.

“2020,

FOR ALL ITS CHALLENGES AND VOLATILITY, ultimately proved itself to be a year of opportunity, transformation and growth for direct selling,” said Stuart Johnson, Founder and CEO of Direct Selling News, NOW Technologies and Direct Selling Capital Advisors. “I believe the channel has an immediate and permanent opportunity to become more mainstream if we can continue to tell our story of powerful exclusive products and a parttime, flexible opportunity in an honest, compelling and relatable way—a way that is both aspirational and attainable.”

The challenges of leading during a pandemic are surely not over, but as the channel continues to outperform many categories within the retail market and its own revenue history, many leaders see continued growth and security on the horizon.

“I’ve been a partner of this channel for over 35 years, and I am more optimistic about the future today than ever before,” Johnson said. “Direct selling ticks all the boxes for today’s aspiring entrepreneurs, and if we continue to move toward the innovations that have allowed us to grow and discard the practices that have held us back, our future really does look bright.”

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Executives and Thought Leaders: Leading by Example

More than their pandemic response, direct selling executives and leaders are being called to address important societal issues through their companies and brand messaging. To offer insight into how Amway—the industry’s long-time leader—is tackling important social justice issues and addressing racism, as well as enhancing its sustainability initiatives, Amway’s Chief Reputation Officer Candace Matthews kicked off the event with practical and timely guidance for leaders.

“When we all become comfortable with being uncomfortable, that is when we can further important yet difficult conversations,” Matthews said in her presentation. “And it will take all of us to impact change. [We] must include all people and all perspectives to create a culture where we learn and grow from each other.”

In the presentations that followed, speakers sought to meet that goal by not shying away from the lessons learned through failures or complicated histories and sharing the strategies they’ve used to develop brands built on transparency, honesty and opportunity that serve those seeking an entrepreneurial path.

C A N D A C E M AT T H E W S / C h i e f R e p u t a t i o n O f f i c e r, A m w a y

“ }Candace Matthews, Chief Reputation Officer, Amway, pointed to the ways the company is taking social justice seriously to create a more inclusive, compassionate future.

Matthews also highlighted how sustainability initiatives are becoming a deciding factor for consumers. }Orville & Heidi Thompson, Co‑Founders and Co-CEOs, Scentsy, discussed how they designed a succession plan as they prepare for a three-year absence from Scentsy and how a “culture audit” can create context and understanding for companies seeking a similar, seamless transition.

[We] must include all people and all perspectives to create a culture where we learn and grow from each other.

— C A N D A C E M AT T H E W S / C h i e f R e p u t a t i o n O f f i c e r, A m w a y

}Logan Stout, Founder and CEO, IDLife, talked about the five stages we all go through, from the honeymoon phase to success, and explained why leading by example and preparing teams for adversity are crucial steps for leaders.

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S T U A R T J O H N S O N / Fo u n d e r a n d C E O , D i r e c t S e l l i n g N e w s , N OW Te c h n o l o g i e s a n d D i r e c t S e l l i n g Capital Advisors

“

2020, for all its challenges and volatility, ultimately proved itself to be a year of opportunity, transformation and growth for direct selling.

— S T U A R T J O H N S O N / Fo u n d e r a n d C E O , D i r e c t S e l l i n g N e w s , N OW Te c h n o l o g i e s a n d Direct Selling Capital Advisors

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JASON DORSEY / Gen Z & Millennials S p e a k e r, E x p e r t & R e s e a r c h e r

}Katy Holt-Larsen, President, Kyäni, shared how the company’s history of resilience and adaptability served them well amid the uncertainty of 2020 and how a partnership with the field built on mutual respect can develop an unwavering stability that allows companies to ride out volatility. }Jason Dorsey, Gen Z & Millennials Speaker, Expert & Researcher, shared his Gen Z research and busted generational myths to help executives make data-driven decisions and adapt messaging to attract new distributors.

SUZE ORMAN / N e w Yo r k T i m e s # 1 B e s t - S e l l i n g Pe r s o n a l F i n a n c e E x p e r t , A u t h o r and Speaker

}Noah Westerlund, SVP Business Development, NOW Technologies, described how to use technology, digital tools and sampling to create a rhythm of core behaviors for distributors that drives engagement, growth and sales.

}Stuart Johnson, Founder & CEO, Direct Selling News, NOW Technologies, Direct Selling Capital Advisors, delivered the event’s keynote message, analyzing the industry’s successes and challenges and how to leverage the opportunities of the industry’s momentum to create a successful future grounded in integrity and honesty. }Glenn Sanford, Founder and CEO, eXp Realty & CEO, SUCCESS, in an interview with Josh Ellis, Editor-in-Chief of SUCCESS magazine, shared his vision for how he plans to steward the assets of the SUCCESS brand and the power of personal development in the life of entrepreneurs.

}John Sanders, Founding Partner, Winston & Strawn, LLP, taught a detailed and in-depth class on the five key elements executives must focus on to protect themselves and their brands from civil litigation and FTC scrutiny. }Suze Orman, New York Times #1 BestSelling Personal Finance Expert, Author and Speaker, taught how people can regain control of their money, erase the shame associated with debt and build a powerful financial future. }Kindra Hall, Author, Speaker and Chief Storytelling Officer, SUCCESS, shared how learning to uncover the negative stories we tell ourselves can provide the empowerment necessary to bust limiting beliefs and instill motivation to build a pathway to success. }Wayne Moorehead, Marketing, Strategy & Branding Direct-to-Consumer Industry Expert, explained how leaders can update and control their company’s narrative through relevant brand messaging and strategic campaigns that engage customers. w w w. d i r e c t s e l l i n g n e w s . c o m 5 3

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}Amber Olson Rourke, Co-Founder and Chief Marketing & Sales Officer, Neora, detailed how Neora’s leadership navigated their complex legal history with the FTC and how sticking to their core values and delivering on their promises to customers and distributors has helped them weather the storm. }Rayner Urdaneta, CEO, MONAT, detailed the three “C’s” of continued growth—culture, customers and consistency—and explained how confusion is the enemy of growth. }Michele Gay, Co-Founder & Chairwoman, LimeLife by Alcone, shared her experience helping female distributors stop sabotaging their businesses by embracing empowerment, tackling their negative financial thoughts and developing a growth mindset. }David Vanderveen, Senior Executive, International Strategy, It Works!, outlined how the industry can blend the value of the direct-toconsumer model with direct selling to support distributors, build a loyal customer base and transform how the world views the industry. }Amelia Warren, CEO, Epicure, explained how her company’s pandemic pivot to online cooking classes and product launches combined with increased engagement with their sales force resulted in exponential growth. }Garrett McGrath, President, ANMP, illustrated how to collaborate with the field in a way that creates a synergistic approach to new ideas, generates more enthusiasm and greater buy-in, and accounts for the generational preferences that impact communication. }Gloria Mayfield Banks, #1 Elite Executive National Sales Director, Mary Kay, talked about the ten principles she used to create the number one team in Mary Kay while helping women become confident, loyal and ambitious.

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D AV I D VA N D E RV E E N / S e n i o r E xe c u t ive , I n t e r n a t i o n a l S t r a t e g y, I t Wo r k s !

}Sinan Tuna, CEO, Farmasi, described the lessons he learned as the company expanded from Turkey into the United States, and how Farmasi became one of the fastest-growing direct selling startups in the country. }Travis Garza, President, Sales & Marketing, Plexus, pointed out the industry’s natural gifting for adaptation and why staying focused on innovation is essential for direct selling companies to continue to evolve and grow post-pandemic. }Lynne Coté, President & CEO, Princess House, explained the process of realigning the company’s vision and how decisively taking action in the midst of the chaos and crisis of 2020 led to the company’s most successful year to date. }Ami Perry, VP of Business Development, NOW Technologies, shared the findings from the company’s recent in-depth behavioral psychology study and demonstrated how the NOW platform leverages rewards, connection and a personalized e-commerce experience to create lasting, positive habits for distributors.

AMBER OLSON ROURKE / C o - Fo u n d e r a n d C h i e f M a r k e t i n g & S a l e s O f f i c e r, N e o r a

}Debbie Bolton, Co-Founder, Norwex, shared her passion for a commitment to the Norwex core values and how companies can develop their own clear purpose to attract and retain the best people.

}Mauricio Domenzain, CEO, Immunotec, was interviewed by Heather Chastain, CEO & Founder, Bridgehead Collective and explained how Immunotec accommodates constant adaptation to prepare for sustainable growth while staying focused on the company’s goals. }Alexy Goldstein, Founder & CEO, New U Life, interviewed by Steve Perkins, VP of Sales, New U Life, shared how the direct selling industry proved to be the most efficient line of communication to share New U Life product and testimonial stories that he believes can change lives.

}Rita Davenport, Award-Winning Speaker, Author and Former President of Arbonne, explained how developing a culture of recognition and appreciation through gifts, personal connection and extravagant kindness are essential for a healthy business. }Nathan Moore, President, North America, Mary Kay, shared how Mary Kay’s digital resources and virtual events have instigated a renewed energy and optimism within its sales force and how direct selling can leverage its strengths to become more relevant than traditional retail in this unique time.

}Randy Mathews, VP Global Compliance & Service Centers, Juice Plus, outlined the three elements that Juice Plus has leveraged to bolster its success and ensure its longevity: timing, clinical research and a narrow product focus.

O RV I L L E & H E I D I THOMPSON / C o ‑ Fo u n d e r s a n d C o - C E O s , S cent sy

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}Melodie Nakhle, Managing Director Europe, Southern Africa, Australia & New Zealand, Amway, offered the findings from the Amway Global Entrepreneurship Report and explained how the company is using that data to design its strategies for success, including creating digitization solutions, driving social commerce, focusing on health and wellness, and providing supplemental income opportunities for entrepreneurs. }Ray Higdon, CEO & Best-Selling Author, Higdon Group, gave executives advice on how to simplify social media training, build their online brand by generating good press and design incentives that engage even inactive distributors. }Russ Fletcher, CEO, Xyngular, talked about how to choose and articulate the right core values and then lead an organization that authentically abides by them in both good times and bad. }Jill Blashack Strahan, Founder & CEO, Tastefully Simple, talked about how to lead throughout the highs and lows of business, including making painful decisions and leaps of faith to drive profits and help employees and distributors thrive. }Michael “Hutch” Hutchison, Founder & CEO, inCruises, shared his journey to creating an affordable vacation movement and how inCruises weathered the challenges of the worst year on record for travel through focusing on progress, ingenuity and determination. }Miguel Fernandez, CEO, Tupperware, explained how technology has been a gamechanger for Tupperware and how they are concentrating on the company’s founding commitments to drive its plans and nurture its relevance in the future. DSN

This year

DSU DEBUTED AN EXCLUSIVE INTERVIEW SERIES FEATURING SIX INDUSTRY LEGENDS, each with more than 50 years of experience in the channel—they have seen (and accomplished) it all! The Legends shared all their knowledge, insights and hopes for the future in a series of exclusive videos produced by Direct Selling News and hosted by Legends honoree John Fleming.

Videos and Podcasts of the LEGENDS series can be found under Listen & Watch at www.directsellingnews.com.

}Jerry Brassfield, Direct Selling LEGEND, NeoLife International, shared how he implemented the philosophy of “love your neighbor, and that means everybody” over the course of his more than five-decade career, and why more regulations can help the industry be an even greater “force for good.” }John Fleming, Direct Selling LEGEND, Avon & Direct Selling News, turned to his more than five decades of experience in the industry, and his research within the gig economy, to cast vision for ways the industry can reduce complexity and make the opportunity more appealing than ever. }Stan Fredrick, Direct Selling LEGEND, Mannatech, Wine Shop, Saladmaster & Colesce Couture, reflected on more than 50 years of experience in the industry and how he views direct selling as a teacher that instructs people to develop the fundamental skills of influence, persuasion and leadership that are necessary for success. }Rick Goings, Direct Selling LEGEND, Avon & Tupperware, shared lessons learned from his more than 50 years of experience in the industry and how it was his face plants and flops, rather than his accomplishments, that proved to be his most valuable drivers of success. }Rudy Revak, Direct Selling LEGEND, Xyngular & PUREhaven, reflected on the opportunity he saw in direct selling when he began more than 50 years ago and how that opportunity is still vibrant today. }Larry Thompson, Direct Selling LEGEND, Herbalife & PM‑International, reflected on the ways he has seen the industry adapt over the last five decades and how making quick decisions to stay ahead of the curve will be key to staying relevant and competitive. DSN

SAVE THE DATE: Direct Selling University Fall 2021 will be a hybrid event, featuring an in-person conference at the Renaissance Legacy West in Plano, Texas, October 14-15, and a virtual broadcast on October 18-22.

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Direct Selling News Global 100­—

A Story!

T

BY THE DSN EDITORS

THE PURPOSE of the Direct Selling News Global 100 recognition has always been to tell a story that needs to be told.

We do it each year and for reasons that are especially important.

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“

A story that needs to be told each year.

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Those reviewing the numbers can make their own comparisons as to whether a company is growing, stable, and sustainable.

T

HE DSN GLOBAL 100 HAS BECOME A FAVORITE REFERENCE for those who seek to better understand the relevancy of the direct selling channel of distribution, the economic and social impact direct selling companies have on people from all walks of life throughout the world. It is truly an amazing story. Those of you reading this story are the authors of one of the greatest stories we tell during the course of a year.

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“

We rank direct selling companies in accordance with the numbers, but the stories behind the numbers mean so much more.

We rank direct selling companies in accordance with the numbers, but the stories behind the numbers mean so much more. The numbers enable us to share a perspective on the economic impact individual companies are making in terms of products and services sold and customers served. The numbers also enable us to determine both the growth status of a company and the magnitude of the company in terms of sales related revenue. Companies recognized for their growth are admired because growth is what all businesses seek. In addition to growth, we measure magnitude. Those reviewing the numbers can make their own comparisons as to whether a company is growing, stable, and sustainable as this is our 12th year for publishing the DSN Global 100. We also recognize a company that is “doing good,” and we recognize “leadership” of a company that is admired and respected for its business example.

Publicly held companies make their results available to the public, making it much easier for our staff to identify performance during the prior year. Many direct selling companies are privately held. Therefore, they have a choice as to whether they elect to reveal performance or keep the information private. Here at Direct Selling

_______________________ World Class

RECOGNITION For World Class

PERFORMANCE

_______________________

www.eadion.com Call 1-800-445-1007 for a distributor near you. w w w. d i r e c t s e l l i n g n e w s . c o m 6 1

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The DSN Global 100 also serves to support a spirit of transparency, whereas all companies, executives, regulators, public policymakers, and academics can gain a better understanding of the economic and social impact of direct selling as a channel of distribution.

The world needs to know of these stories. That is why we recognize them and tell them each year.

We are proud to be able to do so.

News, we adopted a slogan, created by our previous editor, that privately held should not necessarily mean “do not tell.” The rationale is quite simple: The DSN Global 100 also serves to support a spirit of transparency, whereas all companies, executives, regulators, public policymakers, and academics can gain a better understanding of the economic and social impact of direct selling as a channel of distribution. While some privately held companies choose not to participate, we recognize those separately that we know accomplished in excess of $100 million in revenues during the past year. We also share that Amway, the #1 direct selling company in the world, shares its numbers and participates in the DSN Global 100 ranking each and every year.

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The DSN Global 100 is not a horse race of attempting to provide the best numbers, nor is there a finish line. Success and sustainable success are the goals of every viable business; therefore, the DSN Global 100 reveals those companies who demonstrate both success and sustainability. Most importantly, the DSN Global 100 activates pride!

Pride in who direct selling companies are and how they are impacting the lives of direct sellers and the customers they facilitate serving. The world needs to know of these stories. That is why we recognize them and tell them each year. We are proud to be able to do so.

The world is changing, and so is direct selling.

In a year when the world was rocked by a pandemic, direct selling companies changed, became more innovative, and in some cases, transformed the way they had historically conducted business. Some companies grew at rates not expected. Others transformed during the year to be more of a blended type of direct selling company utilizing digital platforms and virtual connective technology more effectively than, perhaps, ever! It was refreshing to tell so many stories that needed to be told. In the most uncertain of times, perhaps, we as a channel of distribution became more relevant.

As the marketplace shifted to online for just about everything, including the shopping for groceries, direct selling companies adapted and got into the new game—the new game of digital and personal combined. Zoom calls became the expectation.

Party plan companies now had parties at any time,

w w w. d i r e c t s e l l i n g n e w s . c o m 6 3

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The world changed, and so did direct selling. and those attending can be anywhere, even in different time zones. The world changed, and so did direct selling. This year’s DSN Global 100 represents those direct selling companies that mastered the times, the marketplace changes, the challenges—they overcame and achieved.

This years DSN Global 100 honors those who led the way and inspired us all.

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The future is always coming faster than we think, and often the future is unexpected.

As the world has changed and its marketplaces have changed, so have our institutions. New moments in time reveal new opportunities and new concerns. New rules and new regulations are expected to evolve, resulting in new guidance and conformance that is expected to support a future that can always be bigger, brighter, more successful, more enjoyable, and most importantly—more sustainable for all involved. This year’s DSN Global 100 honorees represent pathways to the future. By virtue of their examples, they can be assumed to be dealing with both new opportunities and new challenges effectively. That is why we honor them.

Each year our honorees represent many new stories behind the numbers. This past year’s numbers were exceptional because, in the most challenging of times, our DSN Global 100 honorees became our shinning stars when we needed their light most.

Some of our honorees have been recognized year after year, a few were new, but all are our shinning stars for 2020. DSN

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T H E

N U M B E R S

By the Numbers

N

OW IN OUR TWELVETH YEAR of compiling research for the DSN Global 100 list, we are always fascinated by the many insights into the depth and breadth of the direct

selling channel. The companies on the list each year represent such a variety of development, from fast-growing newcomers to the pioneering giants. The breadth of products and services represented

LIST REVENUE TOTAL LIST

$64.26B

Companies 1 – 10

$38.85B

Companies 11 – 20

$12.46B

Remaining 30 Companies

$12.95B

16=

NUMBER OF COMPANIES OVER $1 BILLION

includes nearly every category imaginable, such as health and wellness, clothing, beauty and skin care, travel and leisure, food and beverage, energy, financial services, housewares and CBD/hemp products.

Below we have created graphic representations of a few insights into our tremendous channel of distribution that this year’s list reveals.

TOP 20 U.S.

$

Amway

$8.50 B

Herbalife

$5.50 B

Nu Skin

$2.50 B

Primerica

$2.20 B

Young Living

$2.20 B

TOP 10 GREW BY $100 MILLION

eXp Realty

$1.80 B

OR MORE

Tupperware

$1.70 B

USANA

$1.14 B

Ambit Energy

$1.12 B

9OF THE

THE

Medifast/OPTAVIA

$935 M

G100 LIST

Scentsy

$893 M

REPRESENTS

Beachbody

$880 M

MORE THAN

Arbonne

$847 M

MONAT Global

$804 M

$64 BILLION IN

Color Street

$597 M

Plexus Worldwide

$509 M

NewAge Inc.

$480 M

Nature's Sunshine Products, Inc.

$385 M

Prüvit

$363 M

Hy Cite Enterprises

$341 M

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REVENUE AND $3 BILLION IN GROW TH

NUMBER OF MID-MARKET COMPANIES = 23

($300 MILLION TO $999 MILLION) POLA

$969M

Medifast/OPTAVIA

$935M

Scentsy

$893M

Beachbody

$880M

Belcorp

$880M

Arbonne

$847M

MONAT Global

$804M

Color Street

$597M

23 Omnilife

$573M

Yanbal

$536M

MIKI

$515M

Plexus Worldwide

$509M

NewAge Inc.

$480M

Farmasi

$447M

Faberlic

$409M

New Image International

$403M

Nature's Sunshine Products, Inc.

$385M

Prüvit

$363M

Hy Cite Enterprises

$341M

Vestige Marketing

$312M

Pure Romance

$312M

Menard

$302M

Fordays

$302M

$100M =

2020 REVENUE

%

TOP 10

TOP $100 MILLION GROWTH CLUB

HIGHEST GROWTH PERCENT

eXp Realty

$820M

Color Street

171.4%

PM-International

$600M

MONAT Global

107.2%

Herbalife

$600M

Scentsy

89.2%

Scentsy

$421M

eXp Realty

83.7%

MONAT Global

$416M

Farmasi

78.8%

Young Living

$400M

New Image International

65.8%

Color Street

$377M

Usborne Books and More

61.3%

Vorwerk

$250M

Xyngular

58.3%

Medifast/OPTAVIA

$221M

PM-International

54.1%

Coway

$210M

Zinzino

48.4%

Arbonne

$200M

Primerica

$200M

Farmasi

$197M

Atomy

$180M

New Image International

$160M

1

Amway

USA

Amway

$100M

2

Natura &Co

Brazil

$7,160,000,000

Nu Skin

$100M

3

Herbalife

USA

$5,500,000,000

4

Vowerk & Co. KG

Germany

$4,480,000,000

5

Coway

South Korea

$2,800,000,000

(NON-REPORTING U.S.-BASED DIRECT SELLING COMPANIES)

6

Nu Skin Enterprises

USA

$2,500,000,000

7

Young Living

USA

$2,200,000,000

| ACN

| Melaleuca

| The Avon Company

| Modere

8

Primerica

USA

$2,200,000,000

9

eXp Realty

USA

$1,800,000,000

10

PM-International

Germany

$1,710,000,000

11

Tupperware

USA

$1,700,000,000

12

Atomy

South Korea

$1,480,000,000

13

Oriflame

Switzerland

$1,380,000,000

| Thirty-One

14

USANA

USA

$1,140,000,000

| Legal Shield

| Total Life Changes

15

Ambit Energy

USA

$1,120,000,000

| Le-Vel

| Truvy

| LuLaRoe

| Valentus

16

Telecom Plus

UK

| Market America

| Vida Divina

| Mary Kay

| Younique

+ $100 MILLION + 2020 REVENUE

| BeautyCounter | Cabi

| doTerra

| Forever Living | Isagenix

| It Works!

| Jeunesse | JuicePlus | Kyäni

| Neora

| Norwex

| Paparazzi

| Rodan + Fields | SeneGence | Shaklee

| Sunrider

| Pampered Chef

2 OF THE TOP 10

PERCENTAGE OF GROWTH COMPANIES MORE THAN DOUBLED!

TOP BILLION DOLLAR CLUB

$8,500,000,000

$1,090,000,000

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The 2021 DSN Global 100 Ranked by net sales in 2020

6 8 D I R E C T

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Top 10

Net sales in U.S. dollars

+ percent from 2019

1 AMWAY USA $8.50B +1.2% 2

NATURA &CO Brazil $7.16B *

3

HERBALIFE NUTRITION USA $5.50B +12.2%

4

VORWERK & CO. KG Germany $4.48B +5.9%

5 COWAY 6

South Korea $2.80B +8.1%

NU SKIN ENTERPRISES USA $2.50B +4.2%

7 PRIMERICA USA $2.20B +10.0% 7

YOUNG LIVING USA $2.20B +22.2%

9

EXP REALTY USA $1.80B +83.7%

10 PM-INTERNATIONAL Germany $1.71B +54.1% * Calculation not noted due to Natura &Co purchase of Avon Worldwide in 2020. w w w. d i r e c t s e l l i n g n e w s . c o m 6 9

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2020 NET SALES

RANK COMPANY

COUNTRY

RANK COMPANY

2020 NET SALES

COUNTRY

11

Tupperware

$1.70B

USA

40

New U Life

$272M

USA

12

Atomy

$1.48B

South Korea

41

Pro-Partners

$269M

Taiwan

13

Oriflame

$1.38B

Switzerland

42

Noevir

$253M

Japan

14

USANA

$1.35B

USA

43

Naturally Plus

$234M

Japan

15

Ambit Energy

$1.12B

USA

44

LifeVantage

$230M

USA

16

Telecom Plus

$1.09B

UK

45

Immunotec

$220M

Canada

17

POLA

$969M

Japan

46

Giffarine

$208M

Thailand

18

Medifast/OPTAVIA

$935M

USA

47

BearCereju

$196M

Japan

19

Scentsy

$893M

USA

48

Best World Lifestyle (BWL)

$195M

Singapore

20

Beachbody

$880M

USA

48

Princess House

$195M

USA

20

Belcorp

$880M

Peru

50

Usborne Books and More

$192M

USA

22

Arbonne

$847M

USA

51

KK ASSURAN

$187M

Japan

23

MONAT Global

$804M

USA

52

ASEA Global

$178M

USA

24

Color Street

$597M

USA

53

Xyngular

$171M

USA

25

Omnilife

$573M

Mexico

54

Mannatech

$153M

USA

26

Yanbal

$536M

Peru

55

MARUKO

$148M

Japan

27

MIKI

$515M

Japan

56

Charle

$146M

Japan

28

Plexus Worldwide

$509M

USA

57*

Zinzino

$135M

Sweden

29

NewAge Inc.

$480M

USA

57

DIANA

$134M

Japan

30

Farmasi

$447M

Turkey

58

APLgo

$125M

Russia

31

Faberlic

$409M

Russia

59

Youngevity

$121M

USA

32

New Image International

$403M

New Zealand

60

Nefful International

$117M

Taiwan

33

Nature's Sunshine Products

$385M

USA

61

LimeLife by Alcone

$113M

USA

34

Prüvit

$363M

USA

62

NARIS

$111M

Japan

35

Hy Cite Enterprises

$341M

USA

63

inCruises

$107M

USA

36

Pure Romance

$312M

USA

64

C'Bon Cosmetics

$104M

Japan

36

Vestige Marketing

$312M

India

38

Fordays

$302M

Japan

38

Menard

$302M

Japan

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*NOTE: Zinzino was omitted from the list in error.

While we are not renumbering the list presented on April 19, 2021, we are showing Zinzino at #57.

Live conventions, virtual broadcasts, and hybrid events.

Cornerstone does it all.

Cornerstone designs and produces virtual and live events. We are just as at home throwing large, multi-day conventions hosting tens of thousands of people as we are with a small, virtual summit with a handful of executives.

With our new Evolve virtual platform, we can bring your event to the virtual world, broadcasting to a worldwide audience and creating engaging online interactions to boost your brand. Really. Cornerstone does it all.

With five sister companies under the Cornerstone umbrella, each dedicated to servicing the event industry, we have all the necessary capabilities under one roof. We can work with you to conceptualize, design, and build your event to bring your brand’s message to the masses. We will even book and handle any entertainment, travel, and venue needs.

To learn how our family of brands can support your next event see brands.cornerstoneav.com or visit the mothership at cornerstoneav.com

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A MWAY

2020 N ET S A LE S :

1 0 0

/

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2

N ATURA &CO

$8.50 billion

USA Amway is a direct selling business based in Ada, Michigan. Its top-selling brands are Nutrilite vitamin, mineral and dietary supplements, Artistry skincare and color cosmetics, eSpring water treatment systems and XS energy drinks, all sold exclusively by Amway Business Owners.

CO U NTRY:

2019 R ANK:

1

$8.40 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Nutrition & Wellness; Skincare & Cosmetics; Energy Food & Beverage; Air & Water Treatment; Home Care COUNTRIES: 100 PRIM ARY M ARKETS: China; USA; Korea; Japan; Thailand; Taiwan; India; Russia; Malaysia; Hong Kong SALESPEOPLE: 3 million EMPLOYEES: 19,000 HEADQUARTERS: Ada, Michigan EXECUTIVES: Steve Van Andel; Doug DeVos; Milind Pant YEAR FOUNDED: 1959 WEBSITE: www.amway.com 2019 NET SALES: SALES METHOD:

4

VORWERK & CO. KG

$4.48 billion CO U NTRY: Germany Vorwerk’s core business encompasses both the production and sale of high-quality household products (Thermomix kitchen appliance, Kobold vacuum cleaner, Temial Tea Maker) and cosmetics (JAFRA Cosmetics). Vorwerk always seeks direct contact to the customer, be it through direct selling, via its own e-shops or its Vorwerk stores in good inner-city locations.

The Vorwerk family also includes the akf bank, Vorwerk flooring and its sister group, HECTAS. 2019 R ANK: 4 2019 NET SALES: $4.23 billion SALES METHOD: Party Plan COMPENSATION PL AN: Single-Level PRODUCTS: Appliances; Clothing & Accessories; Cosmetics; Home Décor; Kitchenware; Personal Care COUNTRIES: 71 PRIM ARY M ARKETS: USA; Mexico; Europe; China SALESPEOPLE: 654,404 EMPLOYEES: 12,206 HEADQUARTERS: Wuppertal, Germany EXECUTIVE: Reiner Strecker YEAR FOUNDED: 1883 WEBSITE: corporate.vorwerk.com/en/home 2020 N ET S A LE S :

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JUNE 2021

2020 N ET S A LE S :

$7.16 billion

Brazil Natura &Co is a portfolio of global brands that includes Natura, Aesop, The Body Shop and, as of January 2020, Avon Products Inc. The company is purpose-driven, united to nurture beauty and relationships for a better way of living and doing business and committed to making positive social, economic and environmental impact.

CO U NTRY:

2019 R ANK:

5

$3.66 billion Person to Person COMPENSATION PL AN: Single-Level PRODUCTS: Cosmetics; Personal Care COUNTRIES: 110 PRIM ARY M ARKET: Brazil SALESPEOPLE: 8 milion EMPLOYEES: 35,000 HEADQUARTERS: São Paulo, Brazil EXECUTIVE: Roberto Marques, Angela Cretu, CEO Avon YEAR FOUNDED: 1969 STOCK SYMBOL: NTCO3—São Paulo WEBSITE: www.naturaeco.com 2019 NET SALES: SALES METHOD:

5

COWAY

$2.8 billion CO U NTRY: South Korea A leader in the life-care service sector, Coway products range from cosmetics and home care products to home wellness appliances, including water purifiers, air purifiers, bidets and water softeners.

2020 N ET S A LE S :

2019 R ANK:

6

$2.59 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Home Appliances; Home Care; Cosmetics COUNTRIES: 5 PRIM ARY M ARKET: Asia SALESPEOPLE: Not Available EMPLOYEES: 4,988 HEADQUARTERS: Seoul, South Korea EXECUTIVE: Hae-Sun Lee YEAR FOUNDED: 1989 STOCK SYMBOL: 021240—SEO WEBSITE: www.coway-usa.com 2019 NET SALES: SALES METHOD:

3

H ERBALIFE NUTRITION

$5.50 billion USA Herbalife Nutrition is a global company that has been changing people’s lives with great nutrition products and a proven business opportunity for its independent distributors since 1980. The company offers high-quality, science-backed products, sold in over 90 countries by entrepreneurial distributors who provide one-on-one coaching and a supportive community that inspires their customers to embrace a healthier, more active lifestyle.

2020 N ET S A LE S : CO U NTRY:

2019 R ANK:

2

$4.90 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Food & Beverage; Personal Care; Wellness COUNTRIES: 91 PRIM ARY M ARKET: USA SALESPEOPLE: 4 million EMPLOYEES: 7400 HEADQUARTERS: Los Angeles, California EXECUTIVE: John Agwunobi YEAR FOUNDED: 1980 STOCK SYMBOL: HLF—NYSE WEBSITE: www.herbalife.com 2019 NET SALES: SALES METHOD:

6

N U SKIN ENTERPRISES

$2.5 billion USA Nu Skin Enterprises, Inc. (NSE) empowers innovative companies to change the world with sustainable solutions, opportunities, technologies and life-improving values. The company currently focuses its efforts around innovative consumer products, product manufacturing and controlled environment agriculture technology.

2020 N ET S A LE S : CO U NTRY:

2019 R ANK:

7

$2.4 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Wellness COUNTRIES: 5 PRIM ARY M ARKET: USA, China SALESPEOPLE: 70,435 EMPLOYEES: 4,710 HEADQUARTERS: Provo, Utah EXECUTIVE: Ritch Wood YEAR FOUNDED: 1984 STOCK SYMBOL: NUS—NYSE WEBSITE: www.nuskin.com 2019 NET SALES: SALES METHOD:

7

PRIMERICA FINANCIAL SERVICES

2020 N ET S A LE S :

$2.2 billion

USA Primerica assists clients in meeting their needs for term life insurance, which it underwrites, as well as mutual funds, annuities and other financial products, which it distributes primarily on behalf of third parties. Primerica insured approximately 5 million lives and had over 2 million client investment accounts.

CO U NTRY:

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Financial Services COUNTRIES: 2 PRIM ARY M ARKET: USA SALESPEOPLE: 98,358 EMPLOYEES: 1932 HEADQUARTERS: Duluth, Georgia EXECUTIVE: Glenn Williams YEAR FOUNDED: 1977 STOCK SYMBOL: PRI—NYSE WEBSITE: www.primerica.com 2019 R ANK:

2019 NET SALES:

10

PM-INTERNATIONAL

$1.71 billion CO U NTRY: Luxembourg PM-International develops and distributes premium, cutting-edge products for health, fitness and beauty through its brand FitLine®.

2020 N ET S A LE S :

2019 R ANK:

13

$1.1 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Wellness COUNTRIES: 40 PRIM ARY M ARKET: Germany SALESPEOPLE: 45,105 EMPLOYEES: 790 HEADQUARTERS: Schengen, Luxembourg EXECUTIVE: Rolf Sorg YEAR FOUNDED: 1993 WEBSITE: www.pm-international.com 2019 NET SALES: SALES METHOD:

7

YOUNG LIVING ESSENTIAL OILS

$2.2 billion

9

E XP REALTY

2019 R ANK:

$1.8 billion USA eXp Realty is a global family of agents and partners dedicated to transforming the real estate experience. They empower their agents with world-class education, strategic partnerships and stock awards. Agents are inherently mobile and eXp Realty’s cloudcampus environment allows for collaboration and shared learning from any location in the world.

2019 NET SALES:

2019 R ANK:

2020 N ET S A LE S :

USA Young Living Essential Oils is the world leader in essential oils with a strict Seed to Seal process to produce pure essential oil products for every individual, family and lifestyle.

This process ensure that all products are genuine, free of synthetic chemical and pure.

This commitment stems from the company’s 28 years of stewardship of the earth.

CO U NTRY:

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Home Care; Wellness COUNTRIES: 14 PRIM ARY M ARKET: USA SALESPEOPLE: 150,000 EMPLOYEES: 2200 HEADQUARTERS: Lehi, Utah EXECUTIVE: Mary Young YEAR FOUNDED: 1993 WEBSITE: www.youngliving.com

11

TUPPERWARE BRANDS CORP.

2020 N ET S A LE S :

$1.70 billion

USA Tupperware is a global direct seller of innovative, premium products across multiple brands and categories through an independent salesforce. Products include design-centric preparation, storage and serving solutions for the home.

CO U NTRY:

2019 R ANK:

8

$1.8 billion SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Personal Care; Storage; Serving COUNTRIES: 100 PRIM ARY M ARKET: Asia SALESPEOPLE: 2.6 million EMPLOYEES: 13,500 HEADQUARTERS: Orlando, Florida EXECUTIVE: Miguel Fernandez YEAR FOUNDED: 1946 STOCK SYMBOL: TUP—NYSE WEBSITE: www.tupperware.com 2019 NET SALES:

2020 N ET S A LE S : CO U NTRY:

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Tiered PRODUCTS: Real Estate Services COUNTRIES: 14 PRIM ARY M ARKET: USA SALESPEOPLE: 50,000+ EMPLOYEES: 900 HEADQUARTERS: eXp World, an all-virtual campus EXECUTIVE: Glenn Sanford YEAR FOUNDED: 2009 STOCK SYMBOL: EXPI—NASDAQ WEBSITE: www.exprealty.com 2019 NET SALES:

12

ATOMY

$1.48 billion South Korea Atomy is a Korean network marketing company that was founded in 2009. Its business motto is “Absolute Quality Absolute Price” and main products are health supplements, skincare products, cosmetics and diverse consumer goods.

2020 N ET S A LE S : CO U NTRY:

2019 R ANK:

11*

$1.3 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Clothing & Accessories; Cosmetics; Personal Care; Food & Beverage, Home Décor; Kitchenware & Appliances, Wellness COUNTRIES: 18 PRIM ARY M ARKET: South Korea SALESPEOPLE: 15 million EMPLOYEES: 650 HEADQUARTERS: Gongju, South Korea EXECUTIVE: Han-Gill Park YEAR FOUNDED: 2009 WEBSITE: www.atomy.kr 2019 NET SALES: SALES METHOD:

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ORIFLAME COSMETICS

$1.38 billion CO U NTRY: Switzerland Founded in 1967, Oriflame is a social selling beauty company in over 60 markets, with a diverse portfolio of Swedish, nature-inspired, innovative beauty and wellness products sold and marketed through approximately 3 million Oriflame Brand Partners.

2020 N ET S A LE S :

2019 R ANK:

9

1.47 billion SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Wellness COUNTRIES: 60 PRIM ARY M ARKET: Russia SALESPEOPLE: 3 million EMPLOYEES: 6,000 HEADQUARTERS: Schaffhausen, Switzerland EXECUTIVE: Magnus Brännström YEAR FOUNDED: 1967 WEBSITE: www.oriflame.com 2019 NET SALES:

16

TELECOM PLUS PLC

$1.09 billion CO U NTRY: United Kingdom Telecom Plus, which owns and operates the Utility Warehouse brand, is the UK’s only fully integrated provider of a wide range of competitively priced utility services spanning the communications, energy and insurance markets. Members benefit from the convenience of a single monthly statement, consistently good value across all their utilities and exceptional levels of service.

2020 N ET S A LE S :

2019 R ANK:

15

$1.08 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Services COUNTRIES: 1 PRIM ARY M ARKET: United Kingdom SALESPEOPLE: 46,698 EMPLOYEES: 1,777 HEADQUARTERS: London, England EXECUTIVE: Andrew Lindsay YEAR FOUNDED: 1998 STOCK SYMBOL: TEP—London WEBSITE: www.utilitywarehouse.co.uk 2019 NET SALES: SALES METHOD:

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P R O F I L E S

14

USANA HEALTH SCIENCES

2020 N ET S A LE S :

$1.35 billion

USA USANA Health Sciences, Inc. is one of the largest publicly held direct-selling nutrition, personal health and wellness companies in the world. USANA has developed and manufactured high-quality, science-based nutritional and personal care products with a primary focus on promoting long-term health and wellness.

USANA is committed to continuous product innovation and sound scientific research.

CO U NTRY:

2019 R ANK:

16

$1.06 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics & Personal Care; Food & Beverage; Wellness COUNTRIES: 24 PRIM ARY M ARKET: Greater China SALESPEOPLE: 299,000 EMPLOYEES: 1,919 HEADQUARTERS: Salt Lake City, Utah EXECUTIVE: Kevin Guest YEAR FOUNDED: 1992 STOCK SYMBOL: USNA—NYSE WEBSITE: www.usana.com 2019 NET SALES: SALES METHOD:

17

POLA INC.

2020 N ET S A LE S :

$969 million

Japan Founded by Shinobu Suzuki, Pola has earned a global reputation for its high-quality skincare, hair-care and cosmetics products as well as its commitment to supporting women in their pursuit of more satisfying lifestyles.

CO U NTRY:

2019 R ANK:

11

$1.24 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Skincare; Personal Care; Nutrition COUNTRIES: 13 PRIM ARY M ARKET: Not available SALESPEOPLE: 150,000 EMPLOYEES: 1,326 HEADQUARTERS: Tokyo, Japan EXECUTIVE: Miki Oikawa YEAR FOUNDED: 1929 WEBSITE: www.pola.co.jp 2019 NET SALES: SALES METHOD:

15

A MBIT ENERGY

$1.12 billion USA Ambit Energy is an international multi-level marketing company that provides electricity and natural gas services in energy markets in the USA, Japan and Canada. Ambit remains focused on being the finest and most respected retail energy provider.

2020 N ET S A LE S : CO U NTRY:

2019 R ANK:

10

$1.3 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Electricity and Natural Gas Services COUNTRIES: 3 PRIM ARY M ARKET: USA SALESPEOPLE: 540,000 EMPLOYEES: 4431 HEADQUARTERS: Dallas, Texas EXECUTIVE: Eric Johnstone YEAR FOUNDED: 2006 WEBSITE: www.ambitenergy.com 2019 NET SALES: SALES METHOD:

18

M EDIFAST INC./OPTAVIA

$935 million USA OPTAVIA lifestyle brand is a community that is creating Optimal Health through a network of Independent Health Coaches.

These Coaches provide support and personal encouragement to help Clients safely and effectively reach and sustain a healthy weight and adopt healthy habits.

2020 N ET S A LE S : CO U NTRY:

2019 R ANK:

18

$714 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Health & Wellness COUNTRIES: 1 PRIM ARY M ARKET: USA SALESPEOPLE: 11,900 EMPLOYEES: 426 HEADQUARTERS: Baltimore, Maryland EXECUTIVE: Dan Chard YEAR FOUNDED: 1981 STOCK SYMBOL: MED—NYSE WEBSITE: www.optavia.com 2019 NET SALES: SALES METHOD:

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SCENTSY INC.

2020 N ET S A LE S :

B EACHBODY

$893 million

USA Scentsy is a direct selling company and international leader in home and personal fragrance, offering stylish, innovative and customizable product designed to Warm the Heart, Enliven the Senses and Inspire the Soul.

CO U NTRY:

2019 R ANK:

22

$472 million Party Plan COMPENSATION PL AN: Multi-Level PRODUCTS: Appliances; Cosmetics; Home Decor; Kitchenware; Personal Care COUNTRIES: 11 PRIM ARY M ARKET: USA SALESPEOPLE: 122,000 EMPLOYEES: 1,000 HEADQUARTERS: Meridian, Idaho EXECUTIVE: Orville and Heidi Thompson YEAR FOUNDED: 2004 WEBSITE: www.scentsy.com 2019 NET SALES: SALES METHOD:

22

A RBONNE INTERNATIONAL

2020 N ET S A LE S :

$847 million

USA Arbonne International, LLC creates personal care, beauty and wellness products crafted with premium plant-based ingredients.

Arbonne’s healthy living product philosophy and entrepreneurial business opportunity foster a positive mind-set. The brand core values are empowerment, transparency and sustainability, with the vision that everyone can flourish by being good to themselves, their community and the planet.

CO U NTRY:

2019 R ANK:

19

$672 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Wellness COUNTRIES: 5 PRIM ARY M ARKET: USA SALESPEOPLE: 242,000 EMPLOYEES: 603 HEADQUARTERS: Irvine, California EXECUTIVE: Tyler Whitehead YEAR FOUNDED: 1980 WEBSITE: www.arbonne.com 2019 NET SALES:

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JUNE 2021

2020 N ET S A LE S :

$880 million

USA Beachbody was founded in 1998 and is a leading innovator of health, home fitness, nutrition and weight-loss programs that deliver results. Through its direct selling division, Team Beachbody, the company offers ways to get fit, lose weight and get healthy with the help of a personal coach.

CO U NTRY:

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Health & Wellness COUNTRIES: 2 PRIM ARY M ARKET: USA SALESPEOPLE: 400,000 EMPLOYEES: 900 HEADQUARTERS: Santa Monica, California EXECUTIVE: Carl Daikeler YEAR FOUNDED: 1998 WEBSITE: www.beachbody.com 2019 R ANK:

2019 NET SALES:

23

MONAT GLOBAL

2020 N ET S A LE S :

$804 million

USA MONAT Global is an international healthy aging haircare, skincare and wellness brand founded to help people everywhere enjoy beautiful, healthy, fulfilling lives through exceptional, naturally based products; a fun and rewarding business opportunity; and a culture of family, service, and gratitude.

CO U NTRY:

2019 R ANK:

24

$388 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Personal Care COUNTRIES: 3 PRIM ARY M ARKET: USA SALESPEOPLE: 431,419 EMPLOYEES: 469 HEADQUARTERS: Doral, Florida EXECUTIVE: Rayner Urdaneta, Stuart MacMillan YEAR FOUNDED: 2014 WEBSITE: www.monatglobal.com 2019 NET SALES: SALES METHOD:

20

B ELCORP LTD.

$880 million Peru Belcorp is a multinational with more than 50 years of experience in the beauty industry. It operates under three channels: direct sales, retail and e-commerce. Thanks to direct sales, its main channel, more than 860,000 Latin American entrepreneurs achieve their economic independence through the sale of beauty and personal care products of the brands L’Bel, Ésika and Cyzone, from Belcorp.

2 01 9 N ET S A LE S : CO U NTRY:

2019 R ANK:

12

$1.17 billion Person to Person COMPENSATION PL AN: Single-Level PRODUCTS: Cosmetics; Personal Care; Clothing & Accessories COUNTRIES: 15 PRIM ARY M ARKETS: Colombia, Peru and Ecuador SALESPEOPLE: 802,580 EMPLOYEES: 8,352 HEADQUARTERS: Lima, Peru EXECUTIVE: Erika Herrero Bettarel YEAR FOUNDED: 1968 WEBSITE: www.belcorp.biz 2019 NET SALES: SALES METHOD:

24

COLOR STREET

$597 million USA Color Street offers a vast array of colors and nail art design, direct to Independent Stylists and ultimately to customers. Color Street nail strips are made of 100% real nail polish and created from start to finish in our Clifton, NJ manufacturing facility. We are revolutionizing how people do their nails by taking the hassle, dry time, and mess out of the application process. We believe that every person can be their own boss, dreamer, and recognize the brilliance within.

2020 N ET S A LE S : CO U NTRY:

2019 R ANK:

38

$220 million Party Plan COMPENSATION PL AN: Multi-Level PRODUCTS: Nail Strips COUNTRIES: 1 PRIM ARY M ARKET: USA SALESPEOPLE: 129,000 EMPLOYEES: 500 HEADQUARTERS: Clifton, New Jersey EXECUTIVE: Fa Park YEAR FOUNDED: 2017 WEBSITE: www.colorstreet.com 2019 NET SALES: SALES METHOD:

25

OMNILIFE

$573 million CO U NTRY: Mexico Omnilife provides nutritional supplements with a unique blend of ingredients vital to a healthy life. Committed to improving the lives of people around the world, the company specializes in developing and manufacturing innovative nutritional, personal care and cosmetic products that are sold through independent distributors.

2020 N ET S A LE S :

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care COUNTRIES: 19 PRIM ARY M ARKET: Mexico SALESPEOPLE: 1.6 million EMPLOYEES: 3,316 HEADQUARTERS: Zapopan, Mexico EXECUTIVE: Amaury Vergara Zatarain YEAR FOUNDED: 1992 WEBSITE: www.omnilife.com 2019 R ANK:

2019 NET SALES:

28

PLEXUS WORLDWIDE

2020 N ET S A LE S :

$509 million

USA Plexus Worldwide is a leading health and happiness company featuring health and wellness products that enable people to improve their lives and well-being. With hundreds of thousands of independent business owners (“Ambassadors”) worldwide, Plexus is among the largest direct sales companies in the USA. The combination of Plexus products and opportunities help individuals to meet their health-wellness and financial goals.

CO U NTRY:

2019 R ANK:

23

$467 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Food & Beverage; Wellness COUNTRIES: 5 PRIM ARY M ARKET: USA SALESPEOPLE: 717,401 EMPLOYEES: 400 HEADQUARTERS: Scottsdale, Arizona EXECUTIVE: Tarl Robinson YEAR FOUNDED: 2013 WEBSITE: www.plexusworldwide.com 2019 NET SALES:

26

YANBAL INTERNATIONAL

2020 N ET S A LE S :

$536 million

Peru Yanbal is a cosmetics and sustainable jewelry brand rooted in Latin America and proud of its heritage. Yanbal’s mission is to support the freedom and independence of people through the power of responsible beauty.

CO U NTRY:

2019 R ANK:

17

$885 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care COUNTRIES: 9 PRIM ARY M ARKET: Peru SALESPEOPLE: 268,000 EMPLOYEES: 3,216 HEADQUARTERS: Lima, Peru EXECUTIVE: Janine Belmont YEAR FOUNDED: 1967 WEBSITE: www.yanbal.com 2019 NET SALES: SALES METHOD:

29

N EWAGE, INC.

2020 N ET S A LE S :

$480 million

USA NewAge is a purpose-driven firm intending to become the world’s leading social selling and distribution company. The company competes in three major category platforms including health and wellness, inner and outer beauty, and nutritional and weight control, and leads a network of more than 400,000 independent distributors and brand partners around the world.

CO U NTRY:

2019 R ANK:

40

$200 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Wellness; Skin Care; Personal Care COUNTRIES: 60 PRIM ARY M ARKET: USA SALESPEOPLE: 400,000 EMPLOYEES: 1080 HEADQUARTERS: American Fork, Utah EXECUTIVE: Brent Willis YEAR FOUNDED: 2016 WEBSITE: www.noninewage.com 2019 NET SALES: SALES METHOD:

27

MIKI CORP.

$515 million Japan Operating in Japan, Taiwan and Malaysia, Miki Corp. offers nutritional products, skincare and a range of household detergents.

2020 N ET S A LE S : CO U NTRY:

2019 R ANK:

21

$505 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Personal Care; Health; Skin Care; Cleaning COUNTRIES: 3 PRIM ARY M ARKET: Japan SALESPEOPLE: Not Available EMPLOYEES: 280 HEADQUARTERS: Osaka, Japan EXECUTIVE: Jun-ichi Miki YEAR FOUNDED: 1966 WEBSITE: www.mikiprune.co.jp 2019 NET SALES: SALES METHOD:

30

FARMASI

$447 million Turkey Farmasi is an international beauty and personal care company, producing beauty, 2020 N ET S A LE S : CO U NTRY:

household and wellness products. It is one of the fastest-growing direct selling companies in the world, with more than four million Beauty Influencers.

2019 R ANK: 32 2019 NET SALES: $250 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics & Personal Care, Food & Beverage, Home Care, Wellness COUNTRIES: 27 PRIM ARY M ARKET: Turkey SALESPEOPLE: 3 million EMPLOYEES: 1,500 HEADQUARTERS: Istanbul, Turkey EXECUTIVES: Sinan Tuna & Gokhan Ceylan YEAR FOUNDED: 1950 WEBSITE: www.farmasi.com

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FABERLIC

$409 million Russia Faberlic is Russia's largest direct seller with its own production facilities and R&D. The company offers a wide range of products from cosmetics to home care, apparel and wellness.

2019 R ANK:

25

$385 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Clothing & Accessories; Cosmetics & Personal Care; Home Décor; Kitchenware & Appliances; Home Care; Wellness COUNTRIES: 40 PRIM ARY M ARKET: Russia SALESPEOPLE: 2.33 million EMPLOYEES: 2,986 HEADQUARTERS: Moscow, Russia EXECUTIVE: Alexei Nechaev YEAR FOUNDED: 1997 WEBSITE: www.faberlic.com 2019 NET SALES:

34

$363 million

USA Based on this core belief of helping people reach BETTER, Prüvit created the world’s first consumer-based ketone supplement drink, KETO//OS®. Prüvit is proud to be the worldwide leader in ketone technology. With community as the focus and the power of social commerce, Prüvit’s philosophy remains simple.

Make. People. Better.

Not Ranked 2019 NET SALES: Not Ranked SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Food & Beverage; Wellness COUNTRIES: 9 PRIM ARY M ARKET: USA SALESPEOPLE: 45,000 EMPLOYEES: 40 HEADQUARTERS: Melissa, Texas EXECUTIVE: Brian Underwood YEAR FOUNDED: 2016 WEBSITE: www.pruvitnow.com 2019 R ANK:

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2019 R ANK:

33

$243 million Party Plan COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Food & Beverage; Wellness M ARKETS: 20 PRIM ARY M ARKETS: Vietnam, Malaysia, Philippines SALESPEOPLE: 302,425 EMPLOYEES: 200 HEADQUARTERS: Auckland, New Zealand EXECUTIVE: Graeme Clegg YEAR FOUNDED: 1984 STOCK SYMBOL: NEW—NZX WEBSITE: www.newimageasia.com 2019 NET SALES: SALES METHOD:

H Y CITE ENTERPRISES, LLC

CO U NTRY:

78 D I R E C T

$403 million New Zealand New Image provides research, manufacturing and direct marketing of anti-aging, wellness and beauty products.

35

PRÜVIT

2 01 9 N ET S A LE S :

N EW IMAGE GROUP

JUNE 2021

2020 N ET S A LE S :

$341 million

USA Hy Cite Enterprises helps people better nurture their families by creating exceptional kitchenware and making it attainable to all through its internal financing services. Its main cookware line, Royal Prestige, is sold in nine core markets by independent Distributors who chose to make this a full-time opportunity.

CO U NTRY:

2019 R ANK:

29

$306 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Home Décor; Kitchenware; Appliances COUNTRIES: 9 PRIM ARY M ARKET: USA SALESPEOPLE: 16,300 EMPLOYEES: 1,100 HEADQUARTERS: Middleton, Wisconsin EXECUTIVE: Erik S. Johnson YEAR FOUNDED: 1959 WEBSITE: www.hycite.com 2019 NET SALES:

NATURE'S SUNSHINE PRODUCTS INC.

$385 million USA Nature’s Sunshine Products is a natural health and wellness company that offers and distributes nutritional and personal care products. The company manufactures most of its products through its own state-of-the-art facilities to ensure the highest quality, safety and efficacy in its products.

2020 N ET S A LE S :

2019 R ANK:

26

$362 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Wellness COUNTRIES: 45 PRIM ARY M ARKET: USA SALESPEOPLE: 277,000 EMPLOYEES: 910 HEADQUARTERS: Lehi, Utah EXECUTIVE: Greg Probert YEAR FOUNDED: 1972 STOCK SYMBOL: NATR—NASDAQ WEBSITE: www.naturessunshine.com 2019 NET SALES: SALES METHOD:

36

PURE ROMANCE

$312 million USA Pure Romance is the world’s largest direct seller of relationship enhancement products.

Its premier line of bath, wellness and intimacy products are marketed through a network of 30,000 Consultants in the USA, Canada, Australia, New Zealand and Puerto Rico.

2 01 9 N ET S A LE S : CO U NTRY:

2019 R ANK:

37

$225 million Party Plan COMPENSATION PL AN: Multi-Level PRODUCTS: Relationship Enhancement; Personal Care; Wellness; CBD products COUNTRIES: 4 PRIM ARY M ARKET: USA SALESPEOPLE: 41,680 EMPLOYEES: 169 HEADQUARTERS: Cincinnati, Ohio EXECUTIVE: Chris Cicchinelli YEAR FOUNDED: 1993 WEBSITE: www.pureromance.com 2019 NET SALES: SALES METHOD:

36

VESTIGE MARKETING PVT. LTD.

2020 N ET S A LE S :

$312 million

India Vestige Marketing Pvt. Ltd. is a direct selling company dealing in world-class health and personal care products. Vestige believes in empowering its members with the opportunity to lead their lives on their own terms with the motto of spreading wealth through wellness.

CO U NTRY:

2019 R ANK:

30

38

FORDAYS

2020 N ET S A LE S :

Japan Fordays offers a wide range of dietary supplements and cosmetic products to more than 300,000 loyal members. The company places a strong emphasis on new product development and is currently in the process of expanding its business globally.

CO U NTRY:

2019 R ANK:

28

$302 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Food & Beverage; Home Care; Personal Care; Wellness; Air Purifier COUNTRIES: 7 PRIM ARY M ARKET: India SALESPEOPLE: 2.0 million EMPLOYEES: 673 HEADQUARTERS: New Delhi, India EXECUTIVE: Gautam Bali YEAR FOUNDED: 2004 WEBSITE: www.myvestige.com

2019 NET SALES:

40

41

2019 NET SALES:

N EW U LIFE

2020 N ET S A LE S :

$272 million

USA New U Life is a corporation that is focused on empowering individuals and families in their journey for whole body health. Our innovative supplements are designed to help you achieve a greater sense of vitality by preserving your youth and maximizing your body’s efficiency in a natural way to achieve health, more fulfilling lives.

CO U NTRY:

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Wellness COUNTRIES: 7 PRIM ARY M ARKETS: USA SALESPEOPLE: Not Available EMPLOYEES: 110 HEADQUARTERS: Pleasant Hill, California EXECUTIVE: Alexy Goldstein YEAR FOUNDED: 2017 WEBSITE: www.newulife.com 2019 R ANK:

2019 NET SALES:

$302 million

$308 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care COUNTRIES: 1 PRIM ARY M ARKET: Japan SALESPEOPLE: 327,000 EMPLOYEES: 276 HEADQUARTERS: Tokyo, Japan EXECUTIVE: Keiko Wada YEAR FOUNDED: 1997 WEBSITE: www.fordays.jp SALES METHOD:

PRO-PARTNER

$229 million CO U NTRY: Taiwan One of the largest direct selling companies in Taiwan, Pro-Partner has received numerus national certifications and awards for its health products.

38

M ENARD COSMETICS

$302 million Japan Menard Cosmetics is one of the largest cosmetics brands in Japan. The company focuses on premium brand cosmetics and high-quality customer services, “seeking true beauty” in daily living. Menard works to ensure products that are safe, effective and potent for customers.

2020 N ET S A LE S : CO U NTRY:

2019 R ANK:

38

$220 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Skincare; Body Care; Fragrances COUNTRIES: 28 PRIM ARY M ARKET: Japan SALESPEOPLE: Not available EMPLOYEES: Not available HEADQUARTERS: Nagoya, Japan EXECUTIVE: Junichi Nonogawa YEAR FOUNDED: 1959 WEBSITE: www.menard-cosmetics.com 2019 NET SALES: SALES METHOD:

42

N OEVIR CO. LTD.

2019 R ANK:

$253 million Japan Committed to innovation and natural ingredients, Noevir researches, develops and manufactures effective skincare products that help women around the world enhance their natural beauty.

2019 NET SALES:

2019 R ANK:

2020 N ET S A LE S :

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Health Care M ARKETS: 1 PRIM ARY M ARKET: Asia SALESPEOPLE: Not Available EMPLOYEES: Not Available HEADQUARTERS: Taipei, Taiwan EXECUTIVES: Nazar Musa YEAR FOUNDED: 1993 WEBSITE: www.pro-partner.com.tw

2020 N ET S A LE S : CO U NTRY:

31

$286 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Skincare; Body Care; Nutritional Supplements; Cosmetics COUNTRIES: 8 PRIM ARY M ARKET: Japan SALESPEOPLE: 180,000 EMPLOYEES: 1,017 HEADQUARTERS: Tokyo, Japan EXECUTIVE: Takashi Okura YEAR FOUNDED: 1964 STOCK SYMBOL: 4928—TYO WEBSITE: www.noevirholdings.co.jp 2019 NET SALES: SALES METHOD:

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N ATURALLY PLUS INC.

$234 million Japan Naturally Plus is a global healthcare company promoting wellness and healthy living.

Naturally Plus products are distributed exclusively through a network of loyal Affiliates who promote healthy living through personal example and enthusiastic endorsement of the Naturally Plus products and lifestyle philosophy.

2019 R ANK:

34

$242 million SALES METHOD: Party Plan COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Food & Beverage; Personal Care; Wellness COUNTRIES: 120 PRIM ARY M ARKETS: Japan, Taiwan, Hong Kong, Korea, Singapore, Malaysia, Indonesia, Thailand, Philippines, Vietnam, Brunei, USA SALESPEOPLE: 246,997 EMPLOYEES: 335 HEADQUARTERS: Tokyo, Japan EXECUTIVE: Takaaki Nagoshi YEAR FOUNDED: 1999 WEBSITE: http://npusainc.com 2019 NET SALES:

LIFEVANTAGE

$230 million USA LifeVantage Corp. is a pioneer in nutrigenomics, a new science dedicated to biohacking the human aging code. The company is engaged in the identification, research, development and distribution of advanced nutraceutical dietary supplements and skin care products, including Protandim®, TrueScience®, Petandim for Dogs, Axio® Smart Energy Drink mixes, PhysIQ and Omega+.

2019 R ANK:

36

$226 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Wellness COUNTRIES: 9 PRIM ARY M ARKET: USA SALESPEOPLE: 67,000 EMPLOYEES: 133 HEADQUARTERS: Sandy, Utah EXECUTIVE: Steven R. Fife YEAR FOUNDED: 1988 STOCK SYMBOL: LFVN—NASDAQ WEBSITE: www.lifevantage.com

I MMUNOTEC RESEARCH LTD.

$220 million USA Immunotec is a nutritional products company with product lines focused on building the immune system. The company’s flagship product, Immunocal, touts over 40 years of scientific research, with numerous patents in the USA and Canada, and over two million lives touched. The company DNA is about living better.

2020 N ET S A LE S :

2019 R ANK:

44

$162 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Health & Wellness COUNTRIES: 11 PRIM ARY M ARKET: USA and Mexico SALESPEOPLE: 292,000 EMPLOYEES: 265 HEADQUARTERS: The Woodlands, Texas EXECUTIVE: Mauricio Domenzain YEAR FOUNDED: 1996 WEBSITE: www.immunotec.com 2019 NET SALES:

2019 NET SALES:

SALES METHOD:

2020 N ET S A LE S :

47

2020 N ET S A LE S :

48

CO U NTRY:

CO U NTRY:

CO U NTRY:

46

G IFFARINE SKYLINE UNITY CO.

$208 million Thailand Founded by a team of Thai medical doctors and pharmacists, Giffarine was created to provide a wide range of quality products with high importance placed on honesty and responsibility to its members and consumers.

2019 R ANK:

41

$198 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Food & Beverage; Home Care; Personal Care; Wellness COUNTRIES: 40 PRIM ARY M ARKET: Thailand SALESPEOPLE: 800,000 EMPLOYEES: 1,800 HEADQUARTERS: Bangkok, Thailand EXECUTIVE: Nalinee Paiboon YEAR FOUNDED: 1996 WEBSITE: www.giffarinethailand.com 2019 NET SALES:

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BEARCERÉ JU CO. LTD.

$196 million Japan Also known as Berusere–ju, this company uses herbal and aromatherapy along with cellular technology to rejuvenate and beautify without artificial or engineered additives.

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Not Available PRODUCTS: Cosmetics; Personal Care; Health & Wellness M ARKETS: 3 PRIM ARY M ARKET: Not Available SALESPEOPLE: 250,000 EMPLOYEES: Not Available HEADQUARTERS: Tokyo, Japan EXECUTIVE: Hiromi Tanzawa YEAR FOUNDED: 1992 WEBSITE: www.bearcereju.co.jp 2019 R ANK:

2019 NET SALES:

B EST WORLD LIFESTYLE (BWL)

$195 million Singapore BWL is a Singapore headquartered company specializing in the direct selling distribution of premium skin care, personal care, beauty, health and wellness brands, with a vision to "Inspire the world to live their life to the best!"

2020 N ET S A LE S :

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Cosmetics, Personal Care & Wellness M ARKETS: 16 PRIM ARY M ARKET: China SALESPEOPLE: 39,000 EMPLOYEES: 436 HEADQUARTERS: Singapore EXECUTIVE: Dora Hoan YEAR FOUNDED: 1990 WEBSITE: www.bwlgroup.com 2019 R ANK:

2019 NET SALES:

48

PRINCESS HOUSE

2020 N ET S A LE S :

$195 million

USA Princess House has been helping individuals improve their lives through our entrepreneurial opportunity for more than five decades. Princess House is committed to making lives healthier and more beautiful by bringing quality products and a simple goodhealth message into people’s homes.

CO U NTRY:

Not Ranked 2019 NET SALES: Not Ranked SALES METHOD: Party Plan 2019 R ANK:

Multi-Level Food & Beverage, Home Décor, Kitchenware & Wellness M ARKETS: 1 PRIM ARY M ARKET: USA SALESPEOPLE: 37,900 EMPLOYEES: 206 HEADQUARTERS: Taunton, Massachusetts EXECUTIVE: Lynne Coté YEAR FOUNDED: 1963 WEBSITE: www.princesshouse.com COMPENSATION STRUCTURE: PRODUCTS:

52

ASEA

2020 N ET S A LE S :

$178 million

USA ASEA offers products that utilize molecules native to the human body that enhance vital cellular functions. ASEA’s patented redox signaling technology boosts the body’s natural cellular renewal and communication process, improving total body health and allowing every system of the body to function better.

CO U NTRY:

2019 R ANK:

43

$170 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Health & Wellness COUNTRIES: 33 PRIM ARY M ARKET: USA SALESPEOPLE: 80,000 EMPLOYEES: 290 HEADQUARTERS: Pleasant Grove, Utah EXECUTIVE: Charles Funke YEAR FOUNDED: 2010 WEBSITE: www.aseaglobal.com

50

U SBORNE BOOKS & MORE

2020 N ET S A LE S :

$192 million

USA Usborne Books & More markets and sells children’s books as a division of Edicational Development Corporation. Usborne books are high-quality, innovative, lavishly illustrated books in all genres including activity, fiction, and internet-linked non-fiction titles.

CO U NTRY:

2019 R ANK:

49

$119million SALES METHOD: Party Plan COMPENSATION PL AN: Multi-Level PRODUCTS: Leisure & Educational COUNTRIES: 1 PRIM ARY M ARKET: USA SALESPEOPLE: 60,000 EMPLOYEES: 250 HEADQUARTERS: Tulsa, Oklahoma EXECUTIVE: Randall White YEAR FOUNDED: 1989 STOCK SYMBOL: EDUC—NYSE WEBSITE: www.usbornebooksandmore.com 2019 NET SALES:

53

X YNGULAR

2020 N ET S A LE S :

$171 million

USA Xyngular is an innovative and dynamic health and wellness direct sales company that had a specific direction and purpose from its beginning. The company is dedicated to empowering change in people's lives by offering exceptional nutritional products and rewarding opportunities.

CO U NTRY:

2019 R ANK:

50

$108 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Wellness COUNTRIES: 7 PRIM ARY M ARKET: USA SALESPEOPLE: 36,441 EMPLOYEES: 70 HEADQUARTERS: Lehi, Utah EXECUTIVE: Russell Fletcher YEAR FOUNDED: 2009 WEBSITE: www.xyngular.com

2019 NET SALES:

2019 NET SALES:

SALES METHOD:

SALES METHOD:

51

K K ASSURAN

$187 million Japan Selling exclusively in Japan, KK Assuran’s products address skincare issues for the Japanese population. The company relies on traditional person-to-person contact for sales of cosmetics, soaps and detergents.

2020 N ET S A LE S : CO U NTRY:

2019 R ANK:

42

$193 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Cosmetics; Skincare COUNTRIES: 1 PRIM ARY M ARKET: Japan SALESPEOPLE: 500,000 EMPLOYEES: 410 HEADQUARTERS: Fukuoka, Japan EXECUTIVE: Takaaki Higashi YEAR FOUNDED: 1994 WEBSITE: www.assuran-info.com 2019 NET SALES: SALES METHOD:

54

M ANNATECH INC.

$153 million USA Mannatech Inc. is the founder of the M5M (Mission 5 Million) Foundation, the pioneer of Glyconutrition, and the global innovator of naturally sourced supplements based on Real Food Technology® solutions.

2020 N ET S A LE S : CO U NTRY:

2019 R ANK:

46

$158 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics & Personal Care; Wellness COUNTRIES: 25 PRIM ARY M ARKET: USA SALESPEOPLE: 219,000 EMPLOYEES: 287 HEADQUARTERS: Flower Mound, Texas EXECUTIVE: Alfredo Bala YEAR FOUNDED: 1993 STOCK SYMBOL: MTEX—NASDAQ WEBSITE: www.mannatech.com 2019 NET SALES: SALES METHOD:

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M ARUKO CO. LTD.

2020 N ET S A LE S :

$148 million

Japan Maruko is a Japanese company that engages in the manufacture and sale of body makeup, lingerie, skin care and cosmetics.

CO U NTRY:

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics & Personal Care; Clothing COUNTRIES: 1 PRIM ARY M ARKET: Japan SALESPEOPLE: Not Available EMPLOYEES: 2262 HEADQUARTERS: Japan EXECUTIVE: Iwamoto Koji YEAR FOUNDED: 1978 WEBSITE: www.maruko.com 2019 R ANK:

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56

CHARLE

2020 N ET S A LE S :

$146 million

Japan Charle Corp. is a Japan-based company principally engaged in the wholesale of women’s undergarments and lingerie. The company also creates and sells cosmetics, toiletries and wellness products, while utilizing the home party setting.

57*

ZINZINO

$135 million Sweden Zinzino’s test-based, high quality products create positive disruption in the health and wellness industry. By being the most customer friendly company, Zinzino inspires change in life, health and wealth for its customers, family and friends.

2020 N ET S A LE S :

CO U NTRY:

CO U NTRY:

Not ranked Not Ranked SALES METHOD: Party Plan

Not ranked Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Cosmetics, Personal Care, CBD, Food & Beverage; Wellness M ARKETS: 35 PRIM ARY M ARKET: Sweden SALESPEOPLE: 8000 EMPLOYEES: 120 HEADQUARTERS: Sweden EXECUTIVE: Dag Petersen YEAR FOUNDED: 2007 WEBSITE: www.zinzino.com *Note: Zinzino was omitted from the list in error. While we are not renumbering the list presented on April 19, 2021, we are showing Zinzino at #57.

2019 R ANK:

2019 NET SALES:

Multi-Level Clothing & Accessories;

COMPENSATION STRUCTURE: PRODUCTS:

Cosmetics M ARKETS: Not Available PRIM ARY M ARKET: Japan SALESPEOPLE: Not Available EMPLOYEES: 322 HEADQUARTERS: Kobe, Japan EXECUTIVE: Kazuyoshi Okuhira YEAR FOUNDED: 1975 STOCK SYMBOL: 9885—TYO WEBSITE: www.charle.co.jp

2019 R ANK:

2019 NET SALES:

57

2020 N ET S A LE S :

58

2020 N ET S A LE S :

59

CO U NTRY:

CO U NTRY:

CO U NTRY:

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Wellness M ARKETS: 60 PRIM ARY M ARKET: Russia SALESPEOPLE: 200,000 EMPLOYEES: 75 HEADQUARTERS: Nicosia, Cyprus EXECUTIVE: Feliks Militcin YEAR FOUNDED: 2011 WEBSITE: www.aplgo.com

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Clothing &Accessories, Cosmetics; Personal Care, Food & Beverage, Home Decor; Kitchenware & Appliances, Home Care, Services, Wellness M ARKETS: 10 PRIM ARY M ARKET: United States SALESPEOPLE: 100,000 EMPLOYEES: 250 HEADQUARTERS: Long Island, New York EXECUTIVE: Steve Wallach YEAR FOUNDED: 1997 STOCK SYMBOL: YGYI—OTCQX WEBSITE: www.youngevity.com

DIANA CO. LTD.

$134 million Japan Diana Co. focuses on helping women be beautiful through nutritional supplements, lingerie and cosmetics. It also supports women’s finances and personal development through business opportunities and training.

Not Ranked 2019 NET SALES: Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Single-Level PRODUCTS: Beauty; Lingerie; Wellness M ARKETS: 1 PRIM ARY M ARKET: Japan SALESPEOPLE: 170,000 EMPLOYEES: 218 HEADQUARTERS: Tokyo, Japan EXECUTIVE: Mitsutaka Tokuda YEAR FOUNDED: 1986 WEBSITE: www.diana.co.jp 2019 R ANK:

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A PL-GO

$125 million Cyprus APL is a European direct selling company that recently started sales in North and South Americas. Promoting a unique dietary supplement in a form of a candy lozenges.

2019 R ANK:

2019 NET SALES:

YOUNGEVITY INTERNATIONAL

$121 million USA Youngevity is a leading omni-direct lifestyle company offering a hybrid of the direct selling business model, that also offers e-commerce and the power of social selling.

2020 N ET S A LE S :

2019 R ANK:

2019 NET SALES:

60

NEFFUL

$117 million CO U NTRY: Singapore Based on in-house research and development, the company developed a line of premium quality undergarments with unique bodyshaping features. In 1979, the company introduced its Teviron product line garments, bedding and accessories that employ negative ion technology to enhance good health, increase vitality and improve focus.

2020 N ET S A LE S :

Not Ranked 2019 NET SALES: Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Clothing & Accessories; Cosmetics; Personal Care M ARKETS: 5 PRIM ARY M ARKET: Taiwan SALESPEOPLE: 791,335 EMPLOYEES: 126 HEADQUARTERS: Singapore EXECUTIVES: Toshiya Kamijo YEAR FOUNDED: 2014 WEBSITE: www.nefful.com.sg 2019 R ANK:

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INCRUISES

$107 million CO U NTRY: Puerto Rico World's largest subscription-based cruise membership club—Leading the Affordable Vacation Movement. At their core, inCruises is a leadership development company with a product that everyone loves.

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LIMELIFE BY ALCONE

2020 N ET S A LE S :

$113 million

USA LimeLife by Alcone works tirelessly together to source professional makeup and all-natural skin care that really performs. LimeLife has expanded across the world, but family is still at the heart of who they are: committed to quality, nurturing of individuality and driven to help others pursue passions of their own.

$111 million Japan Naris is a cosmetics manufacturer with door-to-door sales operations delivering highquality skincare products to customers. Naris beauty advisers are equipped with Naris’ original and sophisticated aesthetic technical skills and a line of cosmetics developed to maintain healthy skin.

CO U NTRY:

2019 R ANK:

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Cosmetics; Personal Care M ARKETS: 9 PRIM ARY M ARKET: United States SALESPEOPLE: 26,500 EMPLOYEES: 93 HEADQUARTERS: Long Island, New York EXECUTIVE: Michele Gay YEAR FOUNDED: 2015 WEBSITE: www.limelifebyalcone.com

2019 R ANK:

2019 NET SALES:

2019 NET SALES:

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Cosmetics; Skin Care M ARKETS: 3 PRIM ARY M ARKET: Not Available SALESPEOPLE: Not Available EMPLOYEES: 375 HEADQUARTERS: Osaka, Japan EXECUTIVES: Hiroyoshi Muraoka YEAR FOUNDED: 1931 WEBSITE: www.naris.co.jp

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C’BON COSMETICS

2019 R ANK:

2019 NET SALES:

2019 R ANK:

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Travel M ARKETS: 170 PRIM ARY M ARKET: USA SALESPEOPLE: 100,000 EMPLOYEES: 67 HEADQUARTERS: San Juan, Puerto Rico EXECUTIVES: Michael Hutchison YEAR FOUNDED: 2015 WEBSITE: www.incruises.com

N ARIS COSMETICS

2020 N ET S A LE S :

CO U NTRY:

$104 million Japan C'Bon's passion is to provide the experience of a definite effect and satisfaction until the last drop of one of its products. The company is committed to unique and persistent research and development of cosmetic products that nurture beautiful skin.

2020 N ET S A LE S :

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2020 N ET S A LE S : CO U NTRY:

Not Ranked Not Ranked SALES METHOD: Person to Person COMPENSATION STRUCTURE: Not Available PRODUCTS: Skin Care; Cosmetics M ARKETS: 1 PRIM ARY M ARKET: Japan SALESPEOPLE: Not Available EMPLOYEES: 1,065 HEADQUARTERS: Tokyo, Japan EXECUTIVE: Masahiro Inutsuka YEAR FOUNDED: 1966 WEBSITE: www.cbon-global.com/en 2019 NET SALES:

DIRECT SELLING NEWS WOULD LIKE TO CONGRATULATE THE COMPANIES OF THE 2021 GLOBAL 100!

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Frequently Asked Questions About the Global 100 Ranking Why did DSN start the Global 100 list?

DSN created the Global 100 list to acknowledge the achievements of direct selling companies and to provide a clear picture of the magnitude of the channel. Just as every credible channel ranks its players—through Inc. 500, FORTUNE 500, and Forbes’ lists—DSN wanted to show the public what a viable and credible channel direct selling is.

Who uses the Global 100 list?

The DSN Global 100 list offers a unique perspective on the global impact the channel has on economic and social levels. It provides a scope of learning not only for direct selling companies, but also for researchers, investors and those seeking opportunities within the channel. When DSN began the ranking in 2010, it was committed to creating a fair ranking that would showcase a transparent channel, thus providing credibility and consumer confidence as well as research support for those desiring information on direct selling companies.

What research process is utilized to produce the Global 100 ranking?

The identification of the companies to include in the DSN Global 100 list is the culmination of months of research and the cooperation of many individuals throughout the world. Wherever possible, the DSN team seeks out public records and documents for publicly traded companies.

Additionally, the team reaches out to the private companies that may qualify for the ranking, asking them to certify their net revenue. Research begins in December and continues through to the publication of the Global 100 list. To fully reflect the global reach of direct selling, each year, DSN has been able to extend the boundaries of research by working with research partners, including China-based World Direct Selling Research Institute, to obtain information on international companies.

How is privately held company data compiled?

Nearly four-fifths of the DSN Global 100 data is derived from privately held companies. Most of this data comes from the companies themselves, which submit a revenue number validated by the CEO and certified by a qualified agent, and when they submit they enhance the value of the channel’s strategic objective to showcase a much more transparent business model. These companies 8 4 D I R E C T

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could have chosen not to participate; however, their cooperative spirit, which so exemplifies this unique channel, makes the Global 100 ranking possible.

What revenue number does DSN ask for in the research process?

To participate in the DSN Global 100, a company need only submit a net revenue number validated by the CEO and certified by a qualified agent. DSN does not request confidential financial documents. DSN respects the financial privacy of all direct selling companies, asking that a company only reveal the annual revenue number that will allow it to be placed in the ranking.

What is the purpose of the Revenue Certification Form (RCF)?

In an effort to further ensure the integrity of the Global 100 list, DSN instituted the Revenue Certification Form, or RCF. The RCF requires all private companies to have their revenue number validated by the CEO and certified by a qualified agent (either at the applicant company or an outside independent source). DSN believes any company performing in a manner warranting identification and recognition as one of the Global 100 companies would proudly share its revenue number in a manner deemed fair to all.

Why isn’t Value-Added Tax included in the revenue number?

The ranking criteria is net sales revenue from direct selling operations before commissions and without valueadded tax. The VAT, from DSN’s perspective, is certainly an integral part of the salesperson’s life; however, it is not a part of the corporate revenue as we track it.

Why aren’t some companies I know of on the list?

There are both nationally and internationally based companies worthy of recognition in the DSN Global 100 ranking that do not appear on the list. If you do not see a specific company it could be that (1) the company was contacted but declined to participate, (2) the company did not respond to requests, or (3) the company did not submit information in time. Each year, new companies come onto the radar screen and every attempt is made to connect with them. DSN

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2020 was a record-breaking year for direct selling, and there is so much to celebrate!

And celebrate we did

at The DSN Global Celebration, held virtually on Monday, April 19, 2021.

Awards and honors were revealed in several categories, including the Global 100 List, Bravo Awards, Direct Selling Legends and Best Places to Work.

a Night!

It was an exciting night full of recognition and camaraderie hosted by DSN Founder & CEO Stuart Johnson, DSN Contributor and Lifetime Achievement Award Winner John Fleming and DSN Editor Patricia White. The Celebration was viewable to an audience of executives, employees and distributors around the world for free and made possible thanks to the generosity of over 50 sponsors.

BY LISA ROBERTSON

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PAT R I C I A WHITE / M a n a g i n g E d i t o r, DSN

A Night to Celebrate.

A Night to Remember.

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JOHN FLEMING / Ev e n t C o - C h a i r, D S A H a l l o f Fa m e R e c i p i e n t a n d A m b a s s a d o r to DSN

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HE GLOBAL CELEBRATION truly is the biggest industry recognition event of the year. Direct Selling News recognized 65 companies for the Global 100 List, representing more than $64 billion in revenue and $3B in growth.

The growth the channel experienced in 2020 is seamlessly carrying forward into 2021 as well. Over the past year, DSN has consistently surveyed a data set of 100 of the largest, privately held, domesticbased direct selling companies. During this time, we have analyzed their growth and reported on important trends and developments.

There was good news to report! The most recent survey found that 80 percent of the companies enjoyed very robust sales in March. And first quarter 2021 sales grew substantially over last year’s first quarter—some by as much as 100 percent! This kind of growth and momentum is incredibly exciting for each of us and the entire channel.

K EV I N G U E ST / R e c i p i e n t o f t h e B r avo L e a d e r s h i p Aw a r d

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This year’s Global Celebration included more Bravo Awards than ever before.

The Bravo Awards

Each year the Bravo Awards panel recognizes companies for outstanding achievement and excellence in areas of leadership and the highest percentage of revenue growth year-over-year.

This year’s Global Celebration included more Bravo Awards than ever before—including some debut categories.

The Bravo Leadership Award is the only Bravo Award given to an individual; this award recognizes outstanding achievement and exceptional leadership of a direct selling executive, both at the corporate and field level.

This year’s recipient—Kevin Guest, Chairman & CEO of USANA Health Sciences, has played an integral role in his company’s success and growth over the course of over 25 years. Currently, as CEO, he provides strong strategic direction to the global management team and visionary leadership to hundreds of thousands of Distributors and employees worldwide. His emphasis on product development, strategic marketing and customer service has resulted in creating a global, billiondollar company.

The prestigious Bravo Growth Award celebrates the domestic-based direct selling companies with the highest year-over-year revenue growth and percentage growth. This year, DSN recognized two winners.

Color Street was the first recipient. This creative beauty brand is a repeat Bravo Growth Award winner and saw sales increase from $119M in 2018 to $220M in 2019 to $597M in 2020—that’s 171 percent year-over-year growth! Congratulations to Fa Park and everyone at Color Street!

Our second Bravo U.S. Growth Award winner was eXp Realty. eXp is an innovative real estate brokerage with a compensation plan that mimics the incentives and structure of direct selling. This publicly traded company grew $800M from 2019 to 2020. Congratulations to Glenn Sanford and the entire eXp organization!

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O p p o s i t e Pa g e Fr o m To p L e f t : J O H N F L E M I N G / S TA N F R E D R I C K / R I C K G O I N G S / L A R RY T H O M P S O N / J E R RY B R A S S F I E L D / R U D Y R E VA K

The Bravo International Growth Award honors the international companies with the highest revenue growth year-over-year. This year, DSN honored two companies.

The first International Growth Award went to Herbalife. The company saw an amazing $600M year-over-year revenue increase from $4.9B in 2019 to $5.5B in 2020. We congratulate Dr. John Augwunobi and the entire Herbalife family!

The second International Growth Award recipient went to PM-International, a leading global health, fitness and beauty brand. They increased $600M from $1.11B in sales in 2019 to a staggering $1.71B in 2020. Congratulations to Rolf Sorg and the team at PM-International.

Debuting this year, the Bravo Global Good Award honors companies that take a proactive approach to environmental, philanthropic and social responsibility issues.

This award honors companies that show a commitment to the earth and its citizens.

DSN presented the first-ever Bravo Global Good Award to Nu Skin. They were chosen for their humanitarian efforts in support of children around the globe as well as their ongoing sustainability initiatives designed to reduce their overall carbon footprint. Thank you, Nu Skin, for your commitment to making the world a better place!

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LEGENDS

Experts. Titans. Role Models.

LEGENDS!

At this year’s Celebration DSN recognized six industry legends, each with more than 50 years of experience in the channel—they have seen (and accomplished) it all! And they shared all their knowledge, insights and hopes for the future in a series of exclusive videos produced by Direct Selling News and hosted by Legends honoree John Fleming.

}Jerry

Brassfield

NEO L I FE I NTE R NATI O NA L

The Founder and Chairman of NeoLife International, Jerry started his career in direct selling at the age of 19. Within eight years, Jerry was worth $5 million—way back in 1963!

Jerry is passionate about helping others cultivate success and is an accomplished entrepreneur.

NU SKIN / Recipient of the B r avo G l o b a l G o o d Aw a r d

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}John

Fleming

}Rudy

Revak

AVON AND D IRECT SEL L IN G N EWS

X Y NG U L A R A ND P U R E H AV E N

A member of the Direct Selling Association’s Hall of Fame and the Direct Selling Education Foundation’s Circle of Honor, John is also the very first recipient of the DSN Bravo Lifetime Achievement Award.

Rudy founded Xyngular in 2009 and was instrumental in the acquisition and rebranding of PUREhaven in 2016. The German-born son of a World War II refugee, Rudy is the author of Iron String, The Tumultuous True Story of a Life Affected

by War.

}Stan

Fredrick

MANNATECH, WI N E SHO P, SAL ADM AST ER

}Larry

Thompson

AND COLESCE CO U T U RE

H E R BA L I FE A ND P M - I NTE R NATI O NA L

Stan co-founded Colony House and Colesce Couture and is a majority shareholder of Wine Shop and a founding partner of Blue Ostrich Winery & Vineyard. Today Stan serves as Chairman of the Board of Mannatech and is the company’s largest individual shareholder.

With more than 50 years of experience in direct selling, Larry Thompson along with his friend, Mark Hughes, laid the foundation for one of the industry’s most iconic brands, Herbalife. Larry continues to be a coach and mentor to direct selling’s leaders.

}Rick

Goings

AVON AND TU P P ERWARE

Rick is Chairman Emeritus of Tupperware Brands.

Philanthropy has been a central focus of his career. Rick has served on the World Economic Forum and as Chairman of the Board for the Boys & Girls Clubs of America.

Individual interviews are available to watch and listen to at directsellingnews.com and on the DSN Podcast.

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Nu Skin / Based in Provo, Utah with over 4,300 full‑time employees globally.

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5 -T I M E W I N N E R S Jeunesse / Based in Lake Mary, Florida with 775 corporate employees.

The Best Places to Work Awards

For the past six years, DSN has honored direct selling companies where voices are heard and a culture of teamwork thrives with the Best Places to Work Awards. While each organization has its own story, these recipients all feature a common theme of successful employee engagement. At the same time companies are recognized as a place where people truly love to work.

It’s exciting to note that 11 of the 13 have received this award multiple times—a true testament to their corporate cultures and commitment to positivity and inclusion.

“

These recipients all feature a common theme of successful employee engagement.

LifeVantage / Based in Sandy, Utah with 195 full‑time employees.

Xyngular / Based in Lehi, Utah with 130 full‑time employees.

4 -T I M E W I N N E R S Plexus Worldwide / Based in Scottsdale, Arizona with just over 400 corporate employees.

USANA /Based in Salt Lake City, Utah with 1,919 employees globally.

3 -T I M E W I N N E R S MONAT / Based in Doral, Florida with 420 full‑time employees.

Scentsy / Based in Meridian, Idaho with 1,742 corporate employees.

2 -T I M E W I N N E R S Modere /Based in Springville, Utah with 291 corporate employees.

Noonday Collection / Based in Austin, Texas with 37 full‑time employees.

SeneGence / Based in Foothill Ranch, California with 250 full‑time employees.

F I R S T-T I M E W I N N E R S

The Happy Co. / Based in Plano, Texas with 73 corporate employees.

Neora /Based in Dallas, Texas with 119 full‑time employees.

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The Global 100

The most eagerly anticipated announcement at each year’s Global Celebration is undoubtedly the Global 100. This list determines the top direct selling companies in the world for 2020. Inclusion on the Global 100 List has become a point of muchdeserved pride.

The List offers a unique perspective on the global impact of the industry by recognizing companies’ revenue achievements. Recognition for each of these companies is the culmination of months of research and the cooperation of many individuals around the world.

Wherever possible, the team at DSN seeks out public records and documents for publicly traded companies, and nearly 80 percent of the DSN Global 100 data is compiled from privately held companies.

There are several private companies not represented on the list who chose not to report their financial data for 2020. And we respect their decision, yet they would have surpassed the minimum qualification of $100 million in annual revenue.

NON-REPORTING DIRECT SELLING COMPANIES WITH MORE THAN $100 MILLION ANNUAL REVENUE

/ ACN / The Avon Company / BeautyCounter / Cabi / doTerra / Forever Living / Isagenix / It Works! / Jeunesse / JuicePlus / Kyaäni / Legal Shield / Le-Vel / LuLaRoe / Market America

/ Mary Kay / Modere / Neora / Norwex / Paparazzi / Rodan + Fields / SeneGence / Shaklee / Pampered Chef / Thirty-One / Total Life Changes / Truvy / Valentus / Vida Divina / Younique

On this year’s list of 65 companies, a total of 18 grew by $100M or more between 2019 and 2020.

Nine of the top 10 companies are included in that group. The full list and company profiles are found in this issue. Congratulations to Amway for holding the top spot for the eighth-consecutive year with $8.5B in revenue and $100M in growth.

Congratulations again to all the companies who were recognized.

The News You Need.

The Name You Trust.

The Global Celebration also served as the official launching pad for the newly revamped DSN Website.

Direct Selling News is your primary daily go-to resource for global news in the world of direct selling.

We encourage you to take this opportunity to subscribe to our monthly print or digital publication, a weekly dashboard email sent to your inbox with the essential stories of the week and the new DSN podcast!

We thank the 50+ Supplier Partners and Sponsors for helping DSN provide this night of celebration free of charge. DSN

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LEADERSHIP AWARD

LEADERSHIP AWARD

Kevin Guest: Leading by Example USANA’s CEO Earns the Bravo Leadership Award

BY JENNY VETTER

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HIS YEAR’S BRAVO LEADERSHIP AWARD WAS AWARDED TO KEVIN GUEST, Chief Executive Officer of USANA Health Sciences, for his visionary leadership and strategic direction throughout his nearly thirty years with the company. While he’s quick to shift the attention back to the company and its successes over the years, we managed to glean some thoughts on leadership from Kevin, tapping into all that he’s learned about life and leadership from his time at USANA.

Never Stop “Doing”

Like most great CEOs, Kevin is a problem solver. And a storyteller. Before crafting the USANA Health Sciences story all those years ago, he ran a media production company dedicated to sharing companies’ stories.

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Shifting the authority to make key business decisions on the local level was critical to us getting through 2020.

— K E V I N GU E ST / CEO

“My strength in the creative side was not the guy behind the camera or the guy sitting at the editing bay,” Kevin explains. “My strength was being able to understand another company’s issues and what they needed to communicate and then how to communicate that issue and then turn it over to the people that would run the camera.”

But when the opportunity to interview Gene Simmons from KISS came along, with no cameraperson available to handle the shoot, Kevin wasn’t going to miss the opportunity.

“I borrowed a camera as a demonstrator,” he laughs. “I stayed up all night in the hotel room with it plugged into the TV with the owner’s manual, learning how to run it. The next morning. I was sitting in front of Gene Simmons of KISS, shooting an interview that eventually was seen all over the world. And so that’s kind of the way I’ve done it here at USANA. Just digging in and learning and reading.”

That’s how he continues to lead—by doing, digging in and learning rather than simply managing, because he’s learned that “management mode” doesn’t build great leaders.

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“One of the key leadership lessons that I’ve learned from the direct sales model is as a leader, don’t ask anyone to do anything you’re not already doing yourself at a very committed level,” he explains. “The second you start asking people to do things you’re not willing to do yourself, you’re in management mode. And management mode, in my opinion, is the first step to your leadership being very, very inconsequential.”

Today, Kevin leads USANA Health Science’s operations in 24 international markets that serve over 600,000 customers. The company will celebrate its 30th anniversary next year, and there’s much to celebrate.

“The past few years have been very exciting for us at USANA,” shares President Jim Brown. “We’ve launched several great products, including our Oral Care line, Mood and Relaxation line, expanded our Celavive skincare line with a new Facial Oil and Brightening series, and the launch of our new Active Nutrition line. Outside of our products, we have also invested in improving our digital experience for customers. This includes improving our payment options, mobile platforms, and checkout experience.”

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The second you start asking people to do things you’re not willing to do yourself, you’re in management mode. And management mode, in my opinion, is the first step to your leadership being very, very inconsequential.

— K E V I N GU E ST / CEO

Seek to Understand—and Empower

From early in his career, Kevin saw the value of seeking to understand before jumping into problem-solving. Today, it’s a quality he works to develop in rising leaders at USANA and continues to apply himself as he leads USANA’s teams around the world.

“Culture is probably at the very top of the list of what I’m thinking about every day,” Kevin shares.

“Especially on a global basis when we’re bigger outside the United States than we are in the United States—how do we maintain that culture?”

He believes the answer lies in understanding.

“Just because I think and do things a certain way because where I’m raised, my ethnicity and various things like that doesn’t necessarily mean that that’s the right way,” he explains. “We approach things from a level of respect and understanding. I think diversity and learning from others, especially on a global basis, is a great opportunity to enrich yourself and help yourself grow by being open and having an understanding approach, versus this is my way, I’m the boss, this is how we’re going to do things approach.”

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Maintaining USANA’s corporate culture in vastly different cultural settings is no easy task. Still, Kevin and his team have continually pursued consistency through both understanding and a commitment to the company’s core values.

“A large part of what makes USANA’s culture so positive and strong is the consistent leadership that the company has seen,” Jim says. “Kevin has been with the company since the beginning alongside Dr. Wentz, and they have both been a tremendous resource for everyone in the USANA Family and have kept the same message, direction, and vision the entire time. From Kevin down to every employee and Associate, we live by our four core values of Excellence, Integrity, Health, and Community.”

This consistency has allowed USANA to thrive, even amidst the challenges of 2020 and the COVID-19 pandemic, as trusting local leadership to know what’s best in their own global markets was critical.

“I immediately shifted authority to the local markets to make big decisions,” Kevin shares. “It didn’t have to come to the home office for me to make every decision. So, there wasn’t a bottleneck.

There could be simultaneous decisions being made without bureaucracy. Shifting the authority to make key business decisions on the local level was critical to us getting through 2020. Those are a few key things that really made a difference in us having a very seamless year this last year as we move forward. And we gave out over $10 million in bonuses to employees based upon performance.”

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Give More Than You Receive

In his Bravo Leadership Award acceptance speech, Kevin quoted the great Winston Churchill: “We make a living out of what we get. We make a life out of what we give.”

Giving has always been a part of USANA’s culture; the company has donated over $6.4 million since 2012 through its philanthropic arm, the USANA Foundation. Employees and Associates around the world have always been encouraged to give of their time and money to serve the communities they belong to, and in 2020, that commitment to giving was even more impactful. USANA markets around the world donated PPE and USANA supplements to frontline workers, money to local food banks and children’s charities and meals to families in need.

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USANA also took advantage of its manufacturing capabilities to produce over 25,000 bottles of hand sanitizer and donated to the first responders who needed it most.

“We like to think of everyone involved with USANA as a family,” he says. “You can see that family atmosphere in the way our employees and Associates give back so generously. I don’t think that would happen if there wasn’t such a strong culture of positivity at USANA.” Congratulations, Kevin. We appreciate your leadership in our industry and the way you’ve inspired such a generous culture at USANA. DSN

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PERCENTAGE OF GROWTH AWARD

Color Street: Where Creativity is Queen Another year of explosive growth earns the Bravo Percentage of Growth Award for the second time in just three years

BY JENNY VETTER

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T’S EASY TO NOTICE COLOR STREET’S CREATIVE APPROACH to product design—the company’s innovative nail polish strips are available in a constantly evolving array of gorgeous colors, textures and playful patterns.

But it’s their creativity in technology, manufacturing and marketing that’s behind yet another year of explosive growth, earning the company the Bravo Percentage of Growth Award for the second time in just three years.

Creatively Tackling Challenges

Color Street exploded onto the beauty scene in 2017 with its revolutionary take on nail polish application—a proprietary nail polish “strip” that includes a base coat, color coat and topcoat all in one layer. It’s basically everything customers love about polished nails without the brushing, drying, waiting and mess.

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Other companies in the last year had to decrease their staff significantly; a lot of people, they lay off, they fire, they reduce, but we were consistently and frequently hiring new employees who believed in our product and shared the vision for the future of the Color Street.

— F A P A R K / Fo u n d e r a n d C E O

Color Street Founder and CEO Fa Park spent decades perfecting his invention, dreaming up both the concept and the technology to make it a reality.

Today, he’s still innovating, leading Color Street as they pioneer new ways of producing the nail polish strips that he developed over 30 years ago.

Color Street is frequently releasing new collections featuring fresh styles and patterns—many of which require new manufacturing processes to create.

“Anything we choose to develop, anything we create on our marketing side, we then develop the technology and engineering behind it,” Park explains. “We keep investing time and R&D and finance to improve productivity, quality, new product lines, automation and robotics and the many different challenges we’ve had over the last two years.”

Those challenges were twofold: managing nonstop growth and navigating manufacturing logistics related to the COVID-19 pandemic.

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GIVING BACK at COLOR STREET

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ENEROSITY HAS ALWAYS BEEN at the heart of Color Street. Since its launch, the company has offered

exclusive products that generate both awareness and over $3 million in financial support for over 30 organizations and causes. Throughout the COVID-19 pandemic, Color Street has continued to support these charitable partners through additional donations, providing $10,000 to each to support their pandemic response efforts. Beyond these contributions, Fa Park personally sourced, produced and donated 60,000 KN95 masks to frontline organizations across the U.S. at the outset of the pandemic. These much-needed masks were donated to hospitals and frontline workers across New York and New Jersey, as well as to organizations nominated by Color Street Stylists throughout the U.S.

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“Our challenges stem from growth,” adds Colby Waisath, Senior Vice President. “We have a brilliant product. Having complete control from all aspects of the product process in our New Jersey facility has been super-efficient, but keeping up with inventory and growth has been a challenge. [The pandemic] exasperated the growth, and it’s been in the first quarter of this year that we have finally been able to get ourselves in a position with the right team, better processes and inventory.”

Every piece of production is handled in-house at Color Street. “We are manufacturer, inventor, formulator—we’re our own creator,” Park shares.

“Almost 99 percent, we do ourselves, production, packaging, shipping, all in house.” While much of the country shut down, NJ manufacturing facilities could remain open with dramatic reductions in manpower. This forced the Color Street team to make some quick adjustments to keep their business running.

Park and his team applied that same creative approach to these new manufacturing challenges, creating space in their facility so workers could operate equipment safely, educating teams on ways to stay healthy and creating smaller, more efficient shift schedules. By the summer of 2020, Park and his team had found a new manufacturing rhythm and began focusing on new ways to increase efficiency on the floor, in the corporate office and in the field. Color Street hired 40 new corporate team members—from executive leaders to entrylevel employees.

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Anything we choose to develop, anything we create on our marketing side, we develop the technology and engineering behind it.

— F A P A R K / Fo u n d e r a n d C E O

“We are functioning stronger at this moment,” Park says. “Other companies in the last year had to decrease their staff significantly; a lot of people, they lay off, they fire, they reduce, but we were consistently and frequently hiring new employees who believed in our product and shared the vision for the future of the Color Street.”

An Unmatched Opportunity

No one can compete with Color Street’s unique product offering in the direct sales space. However, Park believes that the company stands alone well beyond the nail innovation he invented and the self-sufficient production process that makes Color Street so nimble. He sees the biggest differentiator in the incredible volume of product launches the company is now known for.

“We launch different SKUs and collections consistently; up to 3-4 times each month,” he says.

“That’s why our market will never get old. We aren’t offering a catalog for the full month. More than 30 launches a year. That’s a key to our success.”

Waisath echoes that statement. “Product is QUEEN here at Color Street,” he says.

“Our Stylists are able to have a business that continues to be fresh, as we are constantly dropping new collections within a month to allow them a reason to connect with their customers and hosts.

We’ve changed up our collection strategy for 2021 in that we have reduced the number of items in our everyday catalog and are focused on dropping smaller mini-collections within the month. All

with the intent to reach the customer more, drive excitement and keep the base catalog active.

We know that a base catalog can’t connect with all the holidays, themes, or mini-events that are taking place each month and because we control 100 percent of the product cycle here from our New Jersey facility, we can forecast, create, and adjust on the fly to what works and what might not work all the time.”

Stylists are clearly thrilled with consistent, frequent product launches, as the field grew to 135,000 Stylists in 2020. As recognized by the Bravo Percentage of Growth Award, Color Street recorded revenue of $597 million in 2020, an increase of 171 percent from the previous year.

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— C O L B Y WA I S A T H / S e n i o r V i c e P r e s i d e n t

No Signs of Slowing

While Color Street is certainly celebrating a year of overcoming challenges and incredible growth, Park and his team have their eyes on the next chapter for the company—one that includes more manufacturing innovation and future international expansion.

“We are only in the United States,” Park says. “We plan to launch Canada this year. And following that, we’ll go to European and Asian countries. We just achieved $600 million in sales in three years here, and we hope to expand what we’re doing here to Europe and Asia over the next ten years.”

In the short term, Park and his team are most looking forward to gathering with Stylists again in cities, as well as Color Street’s National Conference this summer in Orlando. The event will be a hybrid live convention and virtual experience to celebrate Stylists near and far.

“We decided that our 2021 conference due to COVID restrictions would be a live/virtual event,” Waisath explains. “We did not want to just create a conference and then stream; our team has really strategically looked at how we make that home viewer feel even more special, connected and energized to all of us who are in person at the event.”

Park is eager to congratulate his hardworking field of Stylists, who have brought his vision to life, sharing Color Street from coast to coast.

“This fall, I’ll be visiting city by city again,” he says. “That is the most exciting part for me. I’ve missed that.” DSN

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GROWTH AWARD

The Real Estate Company of the Future Is Here eXp Realty’s all-virtual infrastructure and generous compensation plan proved resilient in 2020

BY SARAH PAULK

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O ONE COULD HAVE PREDICTED THE UPHEAVAL that 2020 would bring. And while eXp Realty Founder Glenn Sanford couldn’t have known to prepare for a global pandemic, he did know to prepare for uncertainty. As an entrepreneur with a background in real estate, Sanford led and worked in the midst of the dramatic stock market plummet of 1987, the economic worries following the events of September 11, 2001, and the housing crash of 2008. It’s not a matter of when the unpredictable happens in business; he’s learned, but when.

“Every ten years, something happens that changes the backdrop of the economy,” Sanford said. “We knew at some point that something would happen, so we prepared ourselves to survive both in good times and in bad. That was really what we thought about: How do we make sure we future proof the business?”

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That was really what we thought about: How do we make sure we future proof the business?

— G L E N N S A N F O R D / eXp Realty

That preparation came in the form of building a virtual eXp Realty world for real estate agents and team members to work within. This digital infrastructure operated leaner, with more flexibility, and without the budget-draining overhead costs of a brick-and-mortar headquarters or chain of satellite offices. Working remotely was slowly becoming a trend when the company launched in 2009. Still, Sanford went all in, choosing to operate on an entirely virtual platform called Virbela, which the company eventually acquired in 2018.

So, while other companies were scrambling to teach their workforce how to log on and work from anywhere in 2020, the daily operations of eXp Realty were simply business as usual—a rhythm honed through more than a decade of practice.

“With the backdrop of COVID, our business didn’t miss a beat,” Sanford says.

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The eXp Ecosystem

Knowing how to work together while apart, to collaborate and connect across the digital miles, is a skill the eXp Realty team perfected years ago and has become one of the company’s most well-known attributes. Agents and brokers and the company’s wide-ranging support staff positions are almost never in the same room, yet seamlessly working together. What’s more, agents have access to all departments, making everything from IT problems to contract assistance a team effort.

“The more people in the same ecosystem who are collaborating, the more valuable that network becomes,” Sanford says. “Collaboration for us has been, in fact, the hallmark of the eXp ecosystem.

We are all aligned in the way we approach compensation for agents and brokers, the way we have made everyone a shareholder. All of that is in service of encouraging collaboration and community.”

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With the backdrop of COVID, our business didn’t miss a beat.

And that community keeps growing. In the years between 2015 and 2018, the company grew over 100 percent, year-over-year. Since then, the percentages have decreased, but the exponentials have become greater. In 2019, eXp agents totaled 25,423. In 2020, that number grew 63 percent, reaching 41,313. In the first quarter of 2021, agent count grew 77 percent year-over-year to more than 50,000 agents.

The company’s now more than 50,000 agents have also increased the company’s revenue and volume in tandem. In the fourth quarter of 2020, eXp Realty experienced record revenue of $609 million, a 122 percent increase over the previous year, and record-setting annual volume, with an 89 percent increase in residential transaction volume, totaling $72.2 billion, compared to $38.2 billion in 2019.

In its early years, this level of momentum created a charged energy, as the leadership attempted to “build the rocket ship while flying.” Today, the company has found a new, more stable stride.

— G L E N N S A N F O R D / e X p R e a l t y Fo u n d e r

“Since late 2018, we’ve really upgraded our team and stayed ahead of the growth,” Sanford says. “We had to really invent our way to scale because no one had really scaled this fast in the history of real estate. Any system built pre-eXp was not designed to scale as fast as we scaled.”

Reinventing Real Estate Compensation

Sanford’s approach to real estate comes from his firsthand experience of the needs and challenges that real estate agents face. Before launching eXp Realty, he spent the early 2000s working for a traditional real estate agency, where he closed more than $60 million in deals. In spite of his success and bringing more than 180 people into the company he was working for, his income level was nowhere near what he had envisioned. Each year he watched as a large portion of the revenue he brought in had to be handed over in desk and franchise fees—money that he had discovered, courted and delivered—and then witnessed it dwindle under the franchise owners’ poor money management decisions.

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GLENN SANFORD / eXp Realty Founder

Agents and brokers were doing the heavy lifting, he realized, but it was the trappings of the franchise itself that was reaping the rewards. The real estate compensation structure was in need of a remodel, and the legacy companies who held the majority of the power, it seemed, would not be willing to share the wealth.

With this spirit, Sanford designed eXp Realty to treat its agents and brokers more like shareholders, providing equity in the company as well as an 80/20 commission split.

“Our biggest growth driver is the realignment of compensation in the real estate residential industry,” Sanford says. “Most agents in most brokerages are in an ‘eat what you kill only’ industry—meaning, they have to find the buyers and sellers, and if they fail to find the buyers or sellers in a relatively finite period of time, they are effectively out of business. In the eXp business model, our compensation model is akin to direct selling while at the same time offering agents a lower cost to operate than a traditional brokerage and giving them equity in the brokerage.

It allows them to have more time to be successful in the downtimes than they would in a traditional brokerage and creates a safety net for real estate professionals. It’s probably the biggest glue that we have in this business and brings more people to us.”

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The Future of Real Estate

Building the real estate company of the future means a commitment to always thinking bigger— something Sanford has pushed his team to do since day one when his agent army totaled just two dozen.

Today, along with more than 900 staff members, Sanford is weaving his all-virtual approach to business into peripheral industries that service real estate by licensing Virbela to other companies.

“We have a platform that can help other businesses scale that would normally be using a brick-and-mortar environment,” Sanford says.

“Using the Virbela platform, we’re able to platform inside of other industries, and we’re excited to be platforming inside the title and escrow space, the personal finance space and more. We truly have some of the best, most state-of-the-art platforming tools—including SUCCESS magazine—and all of those assets will help people continue to become better versions of themselves as they work with the eXp family.”

One of the strongest momentum leaders within the direct selling industry, eXp Realty has removed the friction of a location-dependent headquarters and erased the sluggish administrative processes that come with building fresh infrastructure with every new market launch, proving that the future of real estate may have already arrived. DSN

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INTERNATIONAL GROWTH AWARD

Defying the Odds Herbalife Nutrition shatters net sales records in 2020 on the way to DSN Global Celebration Award for International Growth

BY COURTNEY ROUSH

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LOBAL DIRECT SELLER HERBALIFE NUTRITION, recipient of Direct Selling News’ first-ever Bravo International Growth Award in a tie with PM‑International, is celebrating its best year ever, hitting a milestone after ten straight quarters of growth. Net sales last year increased 13.6 percent over 2019, resulting in $5.5 billion, the largest annual net sales in this 41-year-old company’s history. 2020 reported net income was $372.6 million compared to $311 million for the full year 2019.

Three of Herbalife Nutrition’s six regions—Asia Pacific, Europe/ Middle East/Africa (EMEA) and North America—set annual net sales records of their own. Finally, the company’s fourth-quarter net sales increased 15.6 percent compared to the fourth quarter of 2019, resulting in $1.4 billion and the largest fourth-quarter net sales in Herbalife Nutrition history. Net sales performance for Q4 2020 demonstrated the strength of the company’s geographic diversity, said Herbalife Nutrition CFO Alex Amezquita during the Q4 2020 Herbalife Nutrition Ltd. Earnings Call; in the company’s five largest markets, the U.S., India and Vietnam saw double-digit growth in net sales.

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In 2020, Los Angeles-based Herbalife Nutrition also celebrated the grand opening of its 95th market, Uzbekistan, and continued to deepen growth in its existing markets and expanded product choices for consumers. In the fourth-quarter alone, Herbalife Nutrition launched 95 products globally and began 2021 with the launch of its new baked goods line, Protein Baked Goods Mix. The company also recently welcomed its first Chief Digital Officer, Joe Miranda, to build and drive Herbalife Nutrition’s digital strategy for the future.

Herbalife Nutrition’s record-breaking 2020 may be attributed to several factors: First, a flexible business model that enabled distributors to pivot to a predominantly online business; the relevancy of its products at a time when more consumers are reprioritizing their health; and the entrepreneurial nature of distributors and their ability to adapt their sales approach with customers.

“From a demand perspective, our business is backed by favorable consumer trends in an environment that has never been more responsive to what we bring to the table. We believe that individuals around the world have a heightened focus on consuming healthy, nutrient-dense foods and supplements. Additionally, individuals who are seeking an economic opportunity are finding our business model to be attractive,” said Herbalife Nutrition CEO John Agwunobi during the company’s Q2 earnings call.

That entrepreneurial spirit may be most consequential in the story of Herbalife’s historic success. The broader health and wellness industry

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already was a $4.5 trillion business before the pandemic. When lockdowns and social distancing began, consumers had to find ways to stay well from home—without the benefit of gyms, easy access to healthy takeout or even doctors’ offices.

In an article for the U.S. Chamber of Commerce, Jemma Shin, consumer insight strategist, states that the rise of preventative care has the effect of making “well-care” more accessible for all, “putting people in increased control of their own well-being.

Home has turned into a wellness hub, where people build their self-care routines and find simple joy in their daily lives.”

“

From a demand perspective, our business is backed favorable consumer trends in an environment that has never been more responsive to what we bring to the table.

— JOH N AGW U NOBI / CEO.

That’s led to a surge in popularity of preventative health products and solutions that allow us to take care of ourselves, connect with others for support or even start a business in this growing sector. With the support, education and training already in place for its global independent sales force of entrepreneurs, Herbalife Nutrition was at the right place at the right time to serve customers during and long after the pandemic.

When stay-at-home orders began last year, the company immediately moved its events, training, recognition and field support to a virtual model to help distributors fund their businesses more efficiently. Distributors moved their meetings and supportive communities to virtual platforms, and some of the distributors began providing Herbalife shakes for their customers via takeout and home delivery. In March, the company held its first completely virtual and interactive international leadership education and training conference.

The content was built from 15,000 video loops.

Attendees had access to an interactive all-inone-event platform from which they could access live broadcasts, exclusive on-demand content, recognition information and videos designed to increase social engagement around Herbalife Nutrition’s history, growth, global corporate social responsibility efforts, new products and sponsored sports teams. Forty speakers and more than 40 hosts

from around the world conducted business trainings and regional panels. The conference wrapped up with four regional awards ceremonies leading up to a global celebration. Events were broadcast regionally and around the clock to accommodate international time zones and were interpreted in 24 languages. All participants also received access to more than 50 segments of exclusive on-demand training and recognition content.

Collectively, all of these modifications made it easier for distributors to continue to support, train and mentor existing team members, attract prospects, and grow their respective customer bases by showing others how to take control of their health from home. Consumers over the last 15‑plus months have had the opportunity to consider what good health means to them. “In 2020, many consumers realized the importance of health and the role nutrition plays in good health, a fact that has been part of Herbalife Nutrition’s mission since its founding more than 40 years ago,” says Jennifer Butler, Vice President of Media Relations for Herbalife Nutrition. As its growth suggests, the company has seen increased demand for its full line of nutrition products as well as the business opportunity its sales model offers. It’s clear that Herbalife Nutrition’s message of empowered, self-directed health has resonated with consumers throughout the world. w w w. d i r e c t s e l l i n g n e w s . c o m 1 2 1

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LAST YEAR, through Herbalife’s Nutrition for Zero Hunger Initiative, the company:

Donated more than 800,000 SERVINGS of Herbalife Nutrition products to communities in need

Herbalife Nutrition also maintains a deep commitment to serving communities in need, particularly those whose access to good health is limited by poverty and malnutrition. Last year the Herbalife Nutrition Foundation donated $4.47 million globally to help improve local communities. Also, last year, through Herbalife’s Nutrition for Zero Hunger Initiative, the company provided nearly 700,000 meals to children and families, donated more than 800,000 servings of Herbalife Nutrition products to communities in need, and provided more than 87,000 beneficiaries with essential dietary supplements and nutrition education to reduce nutrient deficiency and support healthy child development.

Herbalife Nutrition and The Herbalife Nutrition Foundation formed a new partnership in March with the Asociacion Mexicana de Bancos de Alimentos (BAMX), a nonprofit dedicated to meet the needs of people experiencing food insecurity in Mexico through community-based food distribution, in which $50,000 was donated to provide nutritious food to individuals and families in need. In partnership with nonprofit hunger relief organization Feed the Children and in support of the Nutrition for Zero Hunger Initiative, Herbalife Nutrition announced in April the results of a global food insecurity survey which found that 73 percent of Americans had experienced food insecurity, or lack of available financial resources to feed a

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Provided nearly 700,000 MEALS to children and families

provided more than 87,000 BENEFICIARIES with essential dietary supplements and nutrition education

household, for the first time since the start of the coronavirus pandemic. Subsequently, Herbalife Nutrition announced that it would supply 48,000 sets of healthy snack and recipe cards as part of Feed the Children’s food boxes distributed to low-income families throughout the United States.

Much like meal-kit services, the meal and snack recipes, designed by Herbalife Nutrition’s team of nutritionists and registered dieticians include affordable ingredients often included in food donation boxes. “One of the things we’re most proud of is that employees and distributors never lost sight of giving back and helping communities all over the world,” Butler says.

Herbalife Nutrition’s success story is a testament to the power of direct selling to offer the products customers want in the way they want them— through a business model that meets independent distributors where they are, backed by a community of support that educates, motivates and celebrates its members in person, virtually and everywhere in between. Having adapted its processes and procedures to help the company and its distributors become more efficient and create an even better customer experience, Herbalife Nutrition has demonstrated its ability to navigate formidable challenges and emerge stronger than ever. DSN

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INTERNATIONAL GROWTH AWARD

Finding Prosperity in the Pandemic PM-International’s Staggering Growth Earns Company First Ever DSN International Growth Award

BY COURTNEY ROUSH

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AST AUGUST, Direct Selling News shared an update on PM-International, a Luxembourg-based developer of premium products for health, fitness and beauty distributed through its independent sales force of some 35,000 distributors. The company broke the billion-dollar barrier in 2019 which was the same year it opened its Headquarters Americas in Sarasota, Florida. The United States is one of more than 40 countries in which PM-International operates. Despite the myriad operational challenges presented by the global COVID-19 pandemic for companies in every industry, CEO Rolf Sorg was looking ahead to grand openings in Canada and Indonesia and an expansion of the business in Europe. Sorg expressed confidence that, both strategically and economically, PM-International was poised to become one of Europe’s largest network marketing companies—if not the largest—within three years.

How is the company progressing toward that goal? In 2020, PM-International increased its annual sales by 54 percent to $1.71 billion, up $600 million from the previous year. In September alone, the company recorded a sales increase of 88 percent in the Americas region. This remarkable growth earned the company Direct Selling News’ first-ever Bravo International Growth Award, tied with Herbalife Nutrition.

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Digitalization makes our business opportunity more accessible, more user-friendly and more costefficient for our Team Partners.

— ROL F SORG / CEO.

To what, exactly, does the company attribute these spectacular results?

“Overall, consistency and a burning desire,” says Sorg. “Also—and especially in 2020—fast reaction times, quick decisions, and a solution-oriented focus.

We adapted our operations to the demand, the ever-changing circumstances and the completely different legal regulations valid for our locations around the world. But, most important, what drives growth in direct sales are the distributors. We’re very thankful for being able to grow and develop in the current situation, and we don’t take any of it for granted. Receiving the Bravo International Growth Award in this particular year is a huge honor that we dedicate to our Team Partners worldwide.”

Sorg adds that even before the pandemic, an ever-growing interest in wellness was emerging as a primary driver of consumer spending. That interest only accelerated as consumers began to consider how to adopt more preventive health measures from the home, if not the doctor’s office. PM- International had the technical infrastructure, agility, culture, and, most importantly, the vision required to turn challenges into opportunities and not only maintain but expand its worldwide presence.

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Expansion in the Americas, E.U. and Asia/Pacific

PM-International opened its Canadian subsidiary last year in Toronto, and its fast-growing distributor base registered a 171 percent increase in sales in 2020 compared to the previous year. The company already had active distribution partners and customers in Canada in 2019 as part of a pre-launch phase in which products could be purchased for “Personal Use Only” consumption; the new branch opened once the company reached a designated threshold for sales. Also, in 2020, PM-International entered the Belgian market and opened a new subsidiary responsible for administration and logistics in Belgium and the Netherlands with the aim of supporting further growth in these markets.

This year, PM-International celebrated the next steps of its Indonesian market opening with its Founders Meeting and a Pre-Launch event in April. Throughout 2021, PM-International plans further expansion in Central and South America and will celebrate market openings in Great Britain, Hungary, Portugal, Vietnam and China.

“As our expansion continues, this year we plan to open more markets in Latin America,” said

Commitment, Flexibility, Leadership

Sammy El Ghoul, PM-International’s Chief Sales Officer for the Americas. “In fact, we started offering FitLine products through our ‘For Personal Use Only’ program in Bolivia, Colombia and Ecuador, and we launched preparations in Brazil and Peru. Apart from that, we registered close to 100 percent growth in the U.S. last year and are already set up with fully operative subsidiaries in Canada, Chile and Mexico.”

To support all of this growth and expansion, PM-International has big plans to augment its worldwide locations, including its Headquarters Americas in Florida. Last year, the company was granted Good Manufacturing Practice (GMP) certification for its Headquarters Americas, including a new fulfillment center. GMP is a system for ensuring that products are consistently produced and controlled according to quality standards. This year, PM-International is expanding its warehouse by approximately 7,000 square feet and plans a second administration building with an additional 3,500 square feet. Its North American Branch offices in Pittsburgh will move into new facilities this summer, and the company plans to open another office for the West region to support expansion throughout the Americas.

Given the inherent flexibility of our business model, the direct selling industry was well-positioned to weather the storm presented by the global COVID-19 pandemic. Therefore, the concept of selling and team-building from afar wasn’t a foreign one, and pivoting to more of a homebased business wasn’t as potentially disruptive to distributors’ livelihoods as it could have been. What seems to have distinguished the good success stories from the great ones, however, are those companies with a commitment to staying on top of digital trends that preceded the pandemic.

PM-International’s existing digital infrastructure enabled the company to react quickly in the early months of the pandemic and continue to move toward a more virtual business model. In the early days of worldwide lockdown orders, PM-International immediately waived delivery charges for customer orders of $50 or more. In early 2020 the company also launched PM TV, an online platform offering unlimited streaming events, trainings and information to a worldwide independent sales force, available in 12 languages with no viewer limit. Team Partners now are equipped to consult their customers via video conference from home and place online orders, which are managed entirely by PM-International within its Customer Direct program. The PM DirectCash program, also launched last year, provides distributors with direct online retail income instantly for every online customer order. w w w. d i r e c t s e l l i n g n e w s . c o m 1 2 7

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The largest corporate sponsor of humanitarian aid organization World Vision, PM‑International sponsors 3,000 children in 25 countries; its long-term goal is 10,000 sponsored children.

Although Sorg maintains that virtual sales will never completely replace the personal interaction between distributors and customers, “digitalization makes our business opportunity more accessible, more user-friendly and more cost-efficient for our Team Partners.”

That said, however, hybrid-style events are one change Sorg expects to become a permanent feature at PM-International. Team Partners will have the choice of watching an event live on-site or as part of a public viewing event at their local subsidiary, or as online streaming on PM TV from the comfort of their own homes. Some events, like the company’s Product Academies and corporate trainings, will remain strictly online. “Transforming our events setup was a major step into the online working world,” he says.

Staying Focused on the Bigger Picture

PM-International’s remarkable success has enabled the company to redouble its philanthropic and sustainability commitments in 2020 and 2021. In September at its first Americas Congress Online event, PM-International announced the expansion of its PM We Care program. Currently, the largest corporate sponsor of humanitarian aid organization World Vision, PM-International sponsors 3,000 children in 25 countries; its long- term goal is 10,000 sponsored children. In early 2021 the company took over the sponsorship for a third Area

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Program centered on nutrition and 500 sponsored children in Zimbabwe. In support of its PM Helps initiative, the company also provided 1 million euros in monetary and in-kind donations to fund coronavirus relief efforts in some of the world’s most severely affected regions.

In January, PM-International announced a sustainability initiative with a goal of developing 100 percent recyclable packaging material for all of its products by the end of this year. The cardboard packaging for its FitLine products currently is made of 100 percent recycled material, and the printing ink on the packaging is mineral oil-free. FitLine Activize cans come with spoons made of 100 percent natural starch, which helps the company save more than 10 tons of plastic per year. All FitLine skin cosmetic products are without microplastics, and their packaging is 100 percent recyclable. PM- International is currently in the final development and testing stages to meet this sustainability target and offer 100 percent recyclable packaging for all of its products by the end of 2021.

Many of the future realities of our post-COVID world remain hazy. Still, it’s clear that companies that have been able to thrive during this extraordinary adversity are those who not only are digitally mature but also anticipate, prepare for and embrace change as a normal consequence of growth and development. In so doing, they lay a foundation of strength that enables them to weather almost any storm.

“2020 paved the way for our future,” says Sorg.

“Our goal is to continue a sustainable growth to create worldwide opportunities for future generations by offering a unique opportunity to generate instant extra income with no risk, at any time and from anywhere.” DSN

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GLOBAL GOOD AWARD

Bravo Global Good Award Nu Skin: A Force for Good

BY BETH DOUGLASS SILCOX

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QUICK GLANCE AT THE NUMBERS paints an impressive picture of Nu Skin and their dedication to being a force for good for children and the world in which they live. But it’s in the work and, at times, the herculean effort behind each of those statistics where Nu Skin has made indelible marks on lives and on the company’s legacy within the direct selling industry.

Collectively, through a diverse network of corporate responsibility programs, projects and charity partnerships, Nu Skin’s impact is felt across the globe in the everyday lives of individuals. Their tangible contributions for more than three decades have empowered countless children and their families to move forward through the most difficult circumstances by saving lives, livelihoods and sustaining their communities.

Nu Skin’s impact includes 25,000+ life-saving heart surgeries for kids around the world, nearly 52,000 children’s vision screenings, and 944 scholarships for secondary and high school students. They’ve dug 111 freshwater wells used by families and entire villages and helped almost 8,000 Malawi families become self-sufficient through education. They’ve raised and donated $13 million—exclusively from the sales of Epoch products—in the past 25 years and have reached 50 countries through local community outreach programs, funded by grants through the Nu Skin Force for Good Foundation. And Nu Skin’s for-profit

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— RU T H T O D D / Senior Vice President of Global Public Affairs

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initiative, Nourish the Children, serves 120,000 meals to the neediest kids every single day, with the help of a boots-on-the-ground partner, Feed the Children.

All told, that’s some 700 million meals.

Nu Skin has fought back against hunger and deforestation by planting 650,000 fruit-bearing trees and protected millions of acres of marine habitat through their nonprofit partner, Seacology.

And they’ve been facing down their own carbon footprint since 2019 by setting sustainability goals and marked completion dates. Sustainability scoring and labeling Nu Skin’s entire product portfolio began last year, and they are working with supply chain and ingredient sources to make sustainable strides forward. In March 2021, Nu Skin rolled out a first-of-its-kind eco-pack—a sugar resin, all-in-one tube/lid packaging for some Epoch products.

This year, as Direct Selling News debuted the Bravo Global Good Award, celebrating companies that take a proactive approach to environmental, philanthropic, and social responsibility issues, it was only fitting that Nu Skin holds the honor as first‑time recipient.

Commitment to the Earth and its citizens—that is the basis for the Bravo Global Good Award, and Nu Skin was chosen for their humanitarian efforts supporting children, as well as their on-going sustainability initiatives aimed at reducing their overall carbon footprint.

A Fire-bright North Star

When Nu Skin distilled their company values into a single moniker—Force for Good—back in 1993, corporate responsibility and philanthropic causes weren’t en vogue, but rather ancillary programs that most companies believed “nice to have.” But Nu Skin felt differently, having lived their mission daily since the 1980s when they launched in the small college town of Provo, Utah.

In the decades to follow, Nu Skin’s consistency in mission and growing philanthropic impact strengthened children, families, communities, and the very environment of the planet.

“To be a force for good throughout the world… that’s been such a North Star,” said Ruth Todd, senior vice president of global public affairs.

Co-founders Blake Roney, Sandie Tillotson and Steve Lund set a charitable tone and expectation that has carried through nearly 40 years of management and leadership at Nu Skin and is set like stone in their DNA. They include altruistic giving in their new employee orientation, host company‑wide events and encourage regular service projects among the Nu Skin staff around the world.

“That fire began with our founders, and its flames grow brighter with every year,” stated Ryan Napierski, president and CEO-elect.

“We didn’t get it right all the time. We didn’t have all the answers in 1984, but we had a foundational piece. So, we’ve been able to add in and evolve and expand as we’ve learned more,” says Todd.

As Nu Skin became more attuned to what’s important in the world, “We learned our way into better,” declares Todd.

Four Pillars

Nu Skin’s corporate responsibility canopy is held aloft by four pillars. This framework includes sustainability, the Nu Skin Force for Good Foundation, community partnerships and local outreach, as well as Nourish the Children, a for‑profit initiative.

“Having a good framework for what your corporate responsibility looks like is very helpful because we have places or pillars to let us say, ‘This belongs there.’ Or by the same token, you can say, ‘We aren’t all things to all people.’ We say yes to the

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things we can and grow our way into some projects, but then you can also say no when it doesn’t fit your overall mission,” says Todd.

In everything they do, they must see the ties of how a project is supportive in their mission to help children. As benefactors of kids around the globe, Nu Skin recognizes that the entire global community suffers when boys and girls aren’t given the chance to grow up healthy with opportunities to improve their lives. So often, the suffering of children on a local and global scale stems from a lack of educational and economic opportunities, reliable health care options and vital medicines, exacerbated by tragedies like natural disasters, epidemics, and civil unrest, which can make a child’s well-being untenable.

Money to Help

To fund their philanthropic efforts, Nu Skin launched the Epoch product line 25 years ago. Since that time, every Epoch product sold has generated a 25-cent donation to the Nu Skin Force for Good Foundation, a 501c3 nonprofit. Nu Skin covers all administrative and overhead costs, allowing 100 percent of donations to be used for humanitarian and charitable causes. All told, $13 million has been raised through Epoch product sales alone.

The Foundation entertains grant applications twice annually and relies on a network of field representatives located in countries around the world to submit projects for consideration. But they don’t work alone. They rely on communities for ideas and for the muscle to get projects done.

Communities always know best what they need.

For example, Nu Skin forged a partnership with Seacology, a nonprofit created by botanist and Nu Skin Epoch product developer, Paul Cox, 25 years ago. Time spent researching on the island of Samoa in the Pacific drew Cox’s attention to the plight of a small village, forced by their own government to sell rainforest logging rights in order to build a new school.

No school meant no government-supplied teachers. The village had no options until Cox stepped in and raised the money. The village ultimately built the school, and the rainforest was

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saved. That experience gave rise to Seacology and a charitable model that helps communities who want to preserve resources but fall under economic pressure.

Cox donated his royalties from Epoch products to Seacology in perpetuity, so projects that protect threatened island ecosystems will continue to be funded through Nu Skin Force for Good Foundation.

“It’s a unique and very long-standing relationship.

It’s something that we can rely on as a dependable source of funding. Nonprofits are always looking for funding, and you never stop doing that if you want to do more projects, do more good and fulfill your mission around the world,” describes Mary Randolf, Seacology’s program manager.

Power in Partnership

“There is such power in partnership. We think it’s wonderful when nonprofits can get together because sometimes one plus one can actually equal three or four,” states Todd.

The power of nonprofit partnership is never more imperative than when Nu Skin relies upon organizations like the Red Cross and Convoy of Hope to help with natural disasters or with their work with Feed the Children.

“We’re not experts on where the needs are when it comes to children who are malnourished. We see lots of children in need, but we really rely on our charity partners to get those meals to the children who need them most,” says Sydnee Fox, director of public affairs. Nu Skin’s Nourish the Children, forprofit initiative, feeds 120,000 meals every day.

The Customer-Centric Recognition (CCR) Program celebrates companies that are leading the way toward a customer-centric future for the industry. Qualifying companies utilize business models that boast high ER-CE N OM T

customer-to-distributor ratios and prioritize customer sales.

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“They are the eyes and ears and boots on the ground for us. We couldn’t do what we do without our partnerships with other 501c3s. They are terrific. We’re all looking to try to solve the same problem. To get together, we think, is incredibly powerful,” describes Todd.

“As the needs of the people and the planet continue to evolve, we strive to do more and become better. We aspire to live our mission every day and do so in many countries in a myriad of ways. From the hundreds of life-saving heart surgeries performed in Asia to building libraries in Korea and creating an agricultural school in Malawi, we help provide a brighter future for children around the globe every day,” says Napierski.

Be CustomerCentric Recognized.

Environmental Equals Human

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Because environmental issues are human issues, Nu Skin has committed to and included multiple sustainability initiatives within their corporate responsibility canopy.

They are currently assessing, scoring, and improving the environmental impact of 100 percent of their product portfolio. They aim to achieve a 100 percent roundtable on sustainable palm oil mass balance by 2023, as well as change all packaging to be recycled, recyclable, reusable, reduced or renewable and build a global network of zero-waste facilities by 2030. (Nu Skin recycled 110 tons of material in 2020.) Another objective is to invest 50 percent of Nu Skin Force for Good Foundation giving in those communities and people that are providing essential resources for the planet. All these initiatives are currently on plan, and they have started to see the impact globally with a reduction in paper and plastic tonnage.

“While the progress we have made thus far is inspiring, we do not plan to stop there. We’ll continue to find new opportunities to help where we can and find ways to decrease our carbon footprint globally. It’s our hope that our example can help motivate others to be a force for good in the world and protect this planet we all call home,” states Napierski. DSN

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The CCR Program is based solely on a company’s customer-to-distributor ratio taking into consideration the following definitions:

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■ Customer—someone who DOES NOT have a distributor agreement in place ■ Active is defined as each customer and distributor must have made a product purchase during the last six months. Active customer and distributor counts are limited to those in the U.S. and Canada.

Companies must have been in business for at least one year and have a minimum of $5 million in annual revenue. Qualifying companies must attain: 5:1 up to 10:1 for Gold status and 10:1 or more for Platinum status.

Submit Your CCR Program Application Today

DSN DIRECT SELLING NEWS

Companies who wish to learn more or submit a CCR Program Application can go to www.directsellingnews.com/ achievements/ccr-program/ or contact editor@directsellingnews.com

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Shaping an Image of Who We are to Become

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HAT’S IN A NAME? That which we call a rose by any other name would

smell as sweet.”

As it turned out, the names “Montague” and “Capulet” had dire consequences for both Juliet and Romeo. “Direct selling” is a name too, and the perceptions associated with it are important.

There is history in our name that reflects the American experience. Civil War veterans, unable to afford higher education, began selling Bibles door-to-door. The Great Depression and World War tempered a generation who would become the founders of direct selling companies that continue today. American women seeking new ways to contribute to their family’s financial security found opportunity in the post-war boom.

The resilience that direct selling affords individuals—as consumers or distributors—has been our foundation for more than a century, and so it will remain. The pandemic has provided clear evidence that the name “direct selling” still reflects a positive force for consumers, sellers, individual sellers, and the country.

Over the last year, families turned to the direct selling channel to “shop local,” stock their pantries while supporting friends and neighbors who sell the products they needed. The numbers DSA is now compiling for 2020 sales and salespeople promise to be eye-popping reminders of our value.

Still, names associated with direct selling raise questions about how we fit into the landscape of legitimate business. Renewed growth has brought with it renewed questions, and sometimes skepticism.

Most of the skepticism is unfounded and born of misunderstanding. The terms “network

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JOSEPH N. MARIANO is the President of the U.S. Direct Selling Association and the Direct Selling Education Foundation.

marketing,” “multilevel,” even “door to door” sometimes contribute to that misunderstanding and conjure up less than flattering perceptions of direct selling. Even as direct selling has benefited the country and economy more than ever, our business model uses nomenclature that contributes to questions about who we are and how we operate.

It is time, once again, to address the issue of what’s in our name. Some may remember our past reputation initiatives, including the “New Era” communications pilot program some ten years ago. The industry used targeted social media ad buys in select markets to promote positive messages about “direct selling.” The program was an interesting and informative first step, but it didn’t go far enough.

Now, senior company executives are discussing a similar program at a potentially larger scale to reinforce what you and your salesforce already know. This channel is a positive and increasingly important force for individual sellers and consumers across the country and the world.

We must work even more diligently to ensure that our customers, sellers, potential sellers, policymakers, investors, and the public understand our channel. Each company is building a reputation for their brands, and it’s time to broaden this brand equity across the channel. A realistic description of our opportunity, growing relationship to the ultimate consumer, a commitment to ethical business practices, and rigorous self-regulation will be central to our reputation-building effort.

What’s in a name indeed. In our case, it’s a world of opportunity. DSN

RE TO GIS DA TE Y! R

There’s No Such Thing as Back to Normal— We’re Moving Forward, Stronger than Ever Before KEYNOTE SPEAKERS

KEVIN GUEST Chairman of the Board, USANA Health Sciences

DR. MEHMET OZ Surgeon, Best-Selling Author and Television Personality

MARK SCHULMAN Musician and Speaker

Direct selling’s growth mindset unleashed transformational outcomes in 2020 and 2021. Now we must do more than celebrate our achievements among ourselves: we must act DSA ENGAGE 2021: Annual Meeting is where we will begin to build on our gains to unlock even greater opportunity for customers and those who pursue the opportunity we create.

Join as direct selling melds its customer-centric thinking with the strength of our brands to shape an image of the channel that will supercharge the industry’s business development initiatives.

THANK YOU TO OUR 2021 ENGAGE SPONSORS

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217 N. Westmonte Drive, Ste. 1007 Altamonte Springs, FL 32714 800-891-8601 www.SmartOfficeSolutions.com Your mobile strategy should be as smart as the phone in your pocket. Make a powerful statement about the value of social networks and personal connections with the SmartMobile app. Transform every share, text, call, and email into a positive sales and recruiting result.

S O F T WA R E / T E C H N O LO GY S O LU T I O N S

2024 W. 15th St., Ste. F-324 Plano, TX 75075 214-659-1549 hello@socialsales.io www.socialsales.io Convert your social fans into paying customers. Our global SaaS platform includes the tools your sales force needs to succeed in today’s social selling environment. Scalable to fit any sized organization from startups to large global enterprises.

DIRECTECH LABS 929 Colorado Ave Santa Monica, CA 90401 310-730-1246 CustomerCare@directechlabs.com www.directechlabs.com The AI-powered messaging and analytics platform. Be a better opportunity in the gig economy. Actionable dashboards and automated opportunities that get your field and customers engaged into measurable action anywhere in the world.

S O F T WA R E / T E C H N O LO GY S O LU T I O N S

SOCIALSALES.IO

S O F T WA R E / T E C H N O LO GY S O LU T I O N S

MOBILE APPS & COMMERCE

TO BE INCLUDED IN THE VENDOR DIRECTORY, EMAIL ADVERTISING@DIREC TSELLINGNEWS.COM

INTERNATIONAL DIRECT SELLING TECHNOLOGY CORP. 1208 E. Kennedy Blvd., Ste. 222 Tampa, FL 33602 813-277-0625 www.idstc.com

Global Operations Management Software.

Advanced Comp Plan Programming. Sales Force Backoffice & Automation. Web Site Design & Replication.

BYDESIGN TECHNOLOGIES

EXIGO

JENKON

9503 Princess Palm Avenue Tampa, FL 33619 813-253-2235 www.bydesign.com

1600 Viceroy Dr., Suite 125 Dallas, TX 75235 214-367-9933 www.exigo.com

915 Broadway Street, Ste. 400 Vancouver, WA 98660 360-256-4400 www.jenkon.com

Award winning SaaS solutions including Geneology Management & Commissions, Inventory, Replicated Websites, Premier Rep Tools, Branded Mobile App, Virtual Parties, E-vites, Hostess Rewards, Bookings, Social Sharing, Promotions, & Shopping.

The global leader in cloud-based Platformas-a-Service (PaaS) for direct selling companies. An open framework for billiondollar giants to startup companies. Exigo supports MLM, Party Plan and Affiliate models, operating in single global markets.

From Startup to Enterprise, Jenkon provides Direct Selling companies an award-winning, scalable platform unifying the future of direct selling: Openness, connectivity, omni-channel and conversational marketing.

DIRECTSCALE

INFOTRAX SYSTEMS

MW2 DIRECT

1510 N. State St. Orem, Utah 84057 801-701-3285 www.directscale.com

1875 S. State Street, Ste. 3000 Orem, UT 84097 801-431-4900 www.infotraxsys.com

2033 Gateway Place, 5th Floor San Jose, CA 95110 408-573-6310 www.mw2consulting.com/direct

The most customizable enterprise SaaS platform for managing all aspects of your direct selling, affiliate and influencer marketing business. Edit your comp plan and test it against your live data! From startup to billion dollar company, it automatically scales to meet your needs so you never have to upgrade again.

Software & SaaS solutions for startup, emerging, and global direct selling companies. See our ad on the back cover.

Combine the Magento Platform with powerful social and direct selling features available in the MW2 Direct platform.

Solving Digital Transformation for direct selling with personalization, party management, influencer marketing, commission, analytics.

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THATCHER TECHNOLOGY GROUP, LLC 55 Shuman Blvd., Ste. 350 Naperville, IL 60563 866-698-3848 www.thatchertech.com

Thatcher Technology Group provides Sales Force, Compensation and Incentive Management Software for the Direct Selling Industry.

XIRECT SOFTWARE SOLUTIONS

686 E 110 S Unit 104 American Fork, UT 84003 385-448-1800 www.xirect.com Scalable software from startup to enterprise. Your delivery expert in Commissions Calc / Consulting, Replicating Websites, E-Commerce, Reporting, Promotions, Localization, Multi-Currency, and more- The Perfect Cloud-based Direct Selling Software Partner!

TO BE INCLUDED IN THE VENDOR DIRECTORY, EMAIL ADVERTISING@DIREC TSELLINGNEWS.COM

TO O L S , R E C R U I T I N G & T R A I N I N G

S O F T WA R E / T E C H N O LO GY S O LU T I O N S

VENDOR DIRECTORY

SUCCESS PARTNERS 5800 Democracy Drive, Suite 100 Plano, TX 75024 800-752-2030 www.successpartners.com SERVICES THAT SPARK GROWTH. From sampling and physical starter kits to digital marketing, we’ve got you covered.

We serve by working alongside you to design, develop, and deliver solutions that benefit you, your distributors, and your customers.

“

Partnering with Direct Selling News has been invaluable as it not only keeps us up to date on the latest news and trends within the direct selling community, but also affords

TA X S E R V I C E S

us the opportunity to share with DSN readers the myriad of event and recognition

SOVOS

solutions available from Royal Caribbean to

200 Ballardvale St. Wilmington, MA 01887 1-866-890-3970 www.sovos.com

motivate, reward and inspire their teams

Sovos was built to solve the complexities of the digital transformation of tax with complete, connected offerings for global compliance. Our SaaS products integrate with a variety of business applications and government compliance processes.

— L OR I C A S SI DY / Associate Vice President | Global C o r p o ra t e , I n c e n t ive & C h a r t e r S a l e s , R oya l C a r i b b e a n I n t e r n a t i o n a l

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JUNE 2021

MAINSTREAMING THE CHANNEL DSEF Fellows Make a Difference for Direct Selling Through their direct selling-related research, co-created teaching content, and case studies, nearly 250 DSEF Fellows from universities across the US are changing how direct selling is taught

“It has been a privilege to serve as a DSEF Fellow.

I have been able to include multiple direct sellingrelated case studies in the fifth edition of a textbook on entrepreneurship and to complete multiple innovative academic and industry research projects. Each experience has resulted in growth and opportunity. The results have been clear and measurable.

Dr. Caroline Glackin Associate Professor of Entrepreneurship Fayetteville State University

“As a DSEF Fellow, I was able to develop a teaching case that connected my research interest in effectuation and social entrepreneurship with the founders of Trades of Hope. As a bonus, many students were introduced to the direct selling distribution channel as an avenue for social entrepreneurship.

Dr. Christine Mollenkopf–Pigsley Assistant Professor & Program Director in Applied Organizational Studies Minnesota State University, Mankato

and viewed. Here’s what they have to say about their partnership with DSEF.

“As a DSEF Fellow, I have access to a rich variety of teaching materials, including case studies, videos, peer-reviewed research, and teaching notes. These materials inform and complement concepts I discuss in the classroom, and help me keep my content current. By participating in DSEF-hosted functions, I’ve had the opportunity to network with the leadership of direct selling organizations from around the world, which has led to several top executives visiting our campus as guest speakers.

Dr. Adam Mills Assistant Professor of Marketing Loyola University New Orleans

1667 K Street, NW, Suite 1100, Washington, D.C. 202-452-8866 • info@dsef.org • www.dsef.org

e t a D e h t ave

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Fall Hybrid Event In-Person and Virtual Opportunities

In-Person Event

Thursday, October 14 – Friday October 15, 2021 Renaissance Dallas at Plano Legacy West Hotel 6007 Legacy Dr, Plano, TX 75024

DSU Virtual Week

Monday, October 18 – Friday, October 22, 2021