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DSU Fall 2025 is right around the corner—and it’s shaping up to be one of our biggest and best events yet!
Workshops, panels, a main-stage graced by some of the most influential thought leaders in the channel—with more to be announced soon! DSU Fall is where direct selling executives come together to learn, connect and grow. It’s an event you and your team can’t a ord to miss.
A FREE two-day in-person event, open to active corporate direct selling executives.
October 7-8 2025
ABOUT DSU / DSU is the channel’s largest gathering of direct selling corporate executives, laser-focused on the entire community’s growth, wellbeing and future. It’s an educational masterclass-style event with a TED-style show flow held bi-annually in the US and attended by 500+ corporate direct selling executives representing more than 150 companies. OCTOBER 7-8
Renaissance Legacy West Plano, Texas
Visit dsnevents.com to register for FREE today. More speaker announcements are coming soon. Keep checking dsnevents.com for the latest, and to register. DSU is FREE for all active direct selling corporate executives.
MAIN STAGE SPEAKERS
LYNN COTÉ
SHAWN
BeFra Betterware and JAFRA’s Visionary New Home BY JENNY VETTER
INSIGHTS FROM THE OUTSIDE / Ready, Set—YIKES! BY KATE GARDNER
LEGAL BRIEFS / Income Disclosure Dilemmas BY KATRINA EASH & JOHN SANDERS
FOR YOU / FOR YOUR FIELD / Your Essential Monthly Motivation BY CHELSEA HUGHES
// 9 FROM
40 UNDER 40
Meet the Young Guns Shaping Direct Selling’s Future.
BY LISA ROBERTSON
Direct Selling News (ISSN 15546470) is published six times a year in January, March, May, July, September and November by Direct Selling Partners, 5717 Legacy Drive, Suite 250, Plano, TX 75024. Periodicals postage paid at Lake Dallas, TX and additional mailing offices.
DIRECT SELLING NEWS
Serving the Direct Selling and Network Marketing Executive Since 2004
A Direct Selling Partners Company
FOUNDER AND CEO
Stuart P. Johnson
PUBLISHER
Patricia White
EDITOR
Lisa Robertson editor@directsellingnews.com
NEWS EDITOR
Sarah Paulk pr@directsellingnews.com
CREATIVE DIRECTOR
Susan Douglass
PRODUCTION MANAGER
Virginia Le
WEB MANAGER AND DIGITAL MARKETING Laura Coppedge
COPY EDITOR Laura Coppedge
DIRECTOR OF SALES OPERATIONS
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CONTRIBUTORS
Katrina Eash Lisa Robertson
Kate Gardner Rob Sperry
Chelsea Hughes John Sanders
David Lee Jenny Vetter
Sarah Paulk
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POSTMASTER: Send address changes to 5717 Legacy Drive, Suite 250, Plano, TX 75024.
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DIRECT SELLING NEWS
USPS 23713 • ISSN 15546470
There is POWER in Partnership>
What part of your business would benefit by bringing in outside expertise to help your team be more efficient and effective?
ELEGATING time-intensive business functions to highly skilled suppliers provides the breathing room to focus on unique skill gaps, like training team members on best practices, getting up to speed with new technology or customer service response that many organizations overlook.
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Partnering with DSN has helped QuickBox emerge into a vertical of great merchants and vendors alike. They have helped us grow and understand the industry and how we can better support the great companies in it.
Direct Selling Association 202-452-8866 / DSA.ORG PAGE 88
Fluid
385-336-7404 / FLUID.APP PAGE 96
Teqtank
844-605-9624 / TEQTANK.COM
PAGE 25
InfoTrax 801-431-4900 / INFOTRAXSYS.COM BACK COVER
we are katapult new partners and new ideas
The Katapult team is excited to announce our new partnership with premier direct-sellers; Juice Plus. Welcome to the Katapult family. We can’t wait to show the industry the exciting experiences we build together.
We are proud to partner with::
Meet our 40 under 40!
SUMMER IS HEATING UP AT DSN—we’re excited to share our special July/August issue, jam-packed with articles covering some of the most pressing issues and important opportunities facing the channel.
I’m especially excited to share our 40 under 40 coverage. As the channel is changing to meet the needs of a younger field demographic and evolving customer shopping preferences, the face of the corporate office is changing too. This month, we introduce you to 40 young innovators who are shaping the future of the channel now.
The rest of this issue is also full of helpful information and insights. Rob Sperry previews his upcoming book Built to Last showcasing what companies need to do now to future-proof their business. Kate Gardner shares her thoughts on how to advance your career by elevating your industry profile. Finally, Katrina Eash and John Sanders provide practical tips to make sure your income disclosure statement stands up to scrutiny.
We also have an in-depth international company spotlight on BeFra. And For You/ For Your Field shares the books, podcasts and tech we think will up your game.
As we go to press, we have just wrapped up our second DSU Europe event in Amsterdam. This is a global industry, and our intent and commitment is to always be the primary global news resource for direct selling executives, no matter where they are based.
At DSN, we strive to be your daily resource for global news impacting the direct selling channel. Our latest offering is the recently relaunched DSN Podcast. Released every other Wednesday, it shares articles from our current issue—you can listen whenever it’s convenient and stay up to date on everything happening in the channel. You can also sign up for free text alerts by becoming a member of our VIP Community where you’ll always get the top stories first and fast!
I hope you are enjoying the summer and all it has to offer! And if you haven’t yet made plans to attend our Fall DSU event October 7-8 in Plano, Texas, secure your spot now at dsnevents.com.
All the best,
Patricia White | Publisher | pwhite@directsellingnews.com
HEADLINES > 5
n Shaklee Acquires Rights to Modere Products
n Nowsite Launches Free All-in-One App
n Color Street Enhances Compensation Plan
n Zinzino Reports 54% Revenue Increase
n Amway Transforms Headquarters
DSU Europe Returns
DIRECT SELLING UNIVERSITY WAS HELD IN AMSTERDAM June 3–5, bringing together Europe’s top direct selling executives in a dynamic threeday event. Emceed by Susannah Schofield OBE, the conference opened with an exclusive CEO Forum and Association Summit and included mainstage presentations and networking receptions. More than 25 speakers shared forward-thinking presentations, a standout AI workshop delivered hands-on strategies, and a Legal, Regulatory and Compliance session offered expert insights. DSU Europe 2025 offered a powerful platform for learning and connection across international markets.
Greenway Global Celebrates 8th Anniversary
GREENWAY GLOBAL WELCOMED 8,000 DISTRIBUTORS FROM 37 COUNTRIES as it gathered for a two-day celebration of its eighth anniversary. Recognition was a key component of the event, with 1,500 leaders receiving awards on stage at the Presidential Council’s recognition ceremony, and the announcement of the new MaxMasters 2025 incentive trip to Qatar and the Grand Master trip to Japan.
The company’s collaboration with the Green Mission Foundation and their joint project to cultivate algae that eats plastic and oil in the Caspian Sea was highlighted as well. In the coming months, the company announced, the two entities are expected to launch a philanthropy club that will allow distributors to participate in the foundation’s development and activities.
Farmasi Celebrates Record‑Breaking Launch in France
FARMASI’S LAUNCH INTO FRANCE LED TO RECORD-BREAKING RESULTS. The launch began with an event in Paris that brought together top leaders and distributors from around the world and featured product showcases. The company’s French debut included its full portfolio of skincare, makeup, haircare and nutrition products and represents its strongest launch performance month in Europe to date.
“France has welcomed FARMASI with unmatched passion and enthusiasm,” said Sinan Tuna, FARMASI CEO. “This launch was not only our most successful in Europe to date—it was also one of the most fun and energetic events we’ve ever hosted. It was inspiring to see so many of our global leaders come together to support the start of something big in France.”
UK DSA Celebrates 60th Anniversary
THE UK DIRECT SELLING ASSOCIATION (DSA)
CELEBRATED ITS 60TH ANNIVERSARY with an event in Warwickshire, UK. The event gathered more than 200 international delegates, corporate teams and independent sellers for presentations and awards.
Susannah Schofield OBE, DSA UK Director General, served as host for the daytime conference and introduced guest speakers who offered expertise concerning resilience and influence in business, the potential for AI in the direct-to-consumer channel, networking and recruitment. Avon UK Sales Director Tracey Powers delivered a specialized update on the brand’s relationship with Superdrug in the UK market.
A gala dinner celebrated winners of the corporate awards and inducted Saladmaster President Ayo Olaseinde and UK DSA Business and Events Manager Christina Vernon as new members to the Association’s Hall of Fame.
In a statement, the DSA UK described Christina Vernon as “one of the best-connected people in the direct selling industry” and a highly effective communicator and operator, and said that Ayo Olaseinde’s role as Global President of Saladmaster serves as “a testament to his entrepreneurial spirit, dedication to personal growth and passion for inspiring and developing others to achieve their own success.”
Le‑Vel Hosts 10,000+ at eLeVate 2025
LE-VEL WELCOMED HUNDREDS OF IN-PERSON
ATTENDEES, in addition to more than 10,000 who attended virtually, at its annual eLeVate 2025 event in Tampa, Florida. The weekend included a networking event dubbed “Coastal Chic Millionaire Award Mixer” and training sessions from a number of experts, including a motivational speaker, podcast host, author and former NFL player.
Members of Le-Vel’s executive team directed and led the event as emcees and hosts, while Le-Vel Founder and CEO Jason Camper delivered a keynote focused on commitment to growth, impact and one another.
The company described his message as expressing the heart of Le-Vel’s mission to “lead the industry with innovation while empowering Thrivers to achieve more in their own lives and in the lives they touch.”
LifeVantage Global Convention Unites Distributors from Across the Globe
LIFEVANTAGE CORPORATION WELCOMED
MORE THAN 2,000 DISTRIBUTORS to its annual convention at the Salt Palace Convention Center in Salt Lake City, Utah. The multi-day event gathered distributors from around the world with LifeVantage executives who shared exclusive business trainings.
“Our ‘Drive ERA’ theme, launched at Global Kickoff earlier this year, continued in full force at convention,” said Steve Fife, LifeVantage President and CEO. “We are so proud of what we offer the world. This convention was the rallying cry to get loud about what we do better than anyone else and the opportunity to deliver meaningful side income to people willing to work alongside our incredible leaders. The excitement and unity among our field and corporate teams was truly inspiring, and it’s that shared energy and commitment that will propel us into our next phase of growth.” DSN
For the full articles, visit directsellingnews.com/ announcements
EXECUTIVE ANNOUNCEMENTS
TYLER WHITEHEAD / COO, MAKE Wellness
MAKE Wellness announced Tyler Whitehead has been named Chief Operating Officer. Whitehead has extensive experience as a founder and C-Suite executive in the healthy living space, including personal care, nutrition and dietary supplement verticals and is known for his ability to leverage proprietary strategies to solve complex problems in hybrid business models.
BIANCA COSENTINO / Senior Director of Sales and Marketing, Australia and New Zealand, Partner.Co
Partner.Co welcomed Bianca Cosentino as its new Senior Director of Sales and Marketing for Australia and New Zealand. Consentino brings almost two decades of experience leading markets in an executive role across Australia and New Zealand. She is also known for building successful sales and marketing teams for growing companies.
RUBEN FELIX / Corporate Counsel, 4Life
4Life announced Ruben Felix has been named Corporate Counsel. Felix was appointed by Chief Legal Officer Clayton Jones, and brings expertise in contract management, legal negotiations, data analytics, fact finding and e-discovery to the role. Previously, Felix provided corporate counsel for a software company where he was responsible for SaaS agreements, sales team representation and high-volume NDA review.
Bella Grace announced Shawn Talbott, PhD has been appointed Chief Science Officer. Talbott holds a PhD in Nutritional Biochemistry and has a track record of developing wellness products that have generated more than $1 billion in sales. Talbott has a particular passion for optimizing human health and performance and is expected to drive innovation for the company through science-backed solutions.
BLAKE MALLEN / Chief Strategy Officer and Pro2col President, Herbalife
Herbalife announced Blake Mallen has been named Chief Strategy Officer and Pro2col President. Mallen is a seasoned brand builder and direct selling executive with more than two decades of entrepreneurial experience building mission-driven businesses and consumer-focused brands. Mallen is also the co-founder of Pro2col LLC and previously served as president of Prüvit, which Herbalife acquired earlier this year.
FELIX BRAVO / Managing Director, International, eXp Realty
eXp Realty announced Felix Bravo has been promoted to Managing Director, International. Bravo joined eXp Realty in 2023 as Director of Growth before being promoted to Vice President of International Growth last year, and will now lead international growth and agent-first infrastructure in every country to empower regional leaders as they launch, scale and sustain agent success at the local level.
JOHN PEIRANO / Vice President of Integrated Marketing, AdvoCare
AdvoCare has appointed John Peirano to Vice President of Integrated Marketing. Peirano brings more than 15 years of career experience leading senior marketing roles for wellknown beverage companies and has extensive expertise working within the consumer packaged goods industry, building brands and driving revenue through integrated campaigns that stretch across retail and e-commerce channels.
JOSE VILLAR / Regional Director of Field Development for APAC, Partner.Co
Partner.Co welcomed Jose Villar as the company’s Regional Director of Field Development for the Asia-Pacific market. Villar brings decades of international business development and leadership experience and has a track record of leading successful market launches and expansion efforts across Asia, Latin American and the Middle East. Villar will now lead strategic growth across the APAC region, focusing on increasing activation and building sustainable, high-impact business foundations.
HEIDI WISSMILLER / Chairman of the Board, Nature’s Sunshine
Nature’s Sunshine has appointed Heidi Wissmiller to the role of Chairman of the Board. Wissmiller has served on Nature’s Sunshine board of directors since 2020 and previously chaired the Governance and Risk Management Committees. Wissmiller has held C-Suite roles within well-known direct selling companies and is known for her ability to drive revenue growth.
eXp Realty named Nadia Habib Managing Director of eXp Realty Canada. Habib has played a key role in strengthening the brokerage’s national presence and leading expansion efforts in key provinces like Québec, and will now oversee growth of the Canadian market and enhance regional alignment.
AXEL MORICZ DE TECSO / Chief Commercial Officer, Avon International
Avon International, a subsidiary of Natura &Co, announced that it has expanded Axel Moricz de Tecso’s role as Chief Commercial Officer to include oversight of the company’s core markets. This will be in addition to his existing responsibilities across global sales and omnichannel, and is part of a wider restructuring within the company’s operations to accommodate the brand’s shift toward a multi-channel distribution strategy.
RAVI JANI / Chief Financial Officer, The Real Brokerage
The Real Brokerage Inc. announced Ravi Jani has been appointed Chief Financial Officer. Javi joined Real in 2023 as Vice President of Investor Relations and Financial Planning & Analysis. Since then, the company has more than doubled in size and Jani has played a critical role in shaping the company’s financial strategy, investor engagement and longterm planning. Jani brings more than 15 years of experience in investor relations, capital markets and financial strategy and is a veteran of Wall Street and corporate finance.
ERIN
GLYNN / Scientific Advisory Board, Tranont
Tranont announced Erin Glynn PhD has been named to its Scientific Advisory Board. Dr. Glynn is an expert in metabolic health, nutrition and product development and brings more than two decades of experience in both academia and the dietary supplement industry. In this new role, Dr. Glynn will oversee scientific product development, guide the company’s leadership team through product innovation and provide educational support to Tranont associates.
LYNDA CLOUD / Board of Directors, Herbalife
Herbalife has appointed Lynda Cloud to its board of directors. Cloud brings three decades of leadership experience in the education, technology and health sectors, with an expertise in digital learning, consumer experience and scalable education.
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STANECIA GRAHAM / Head of Athlete Relations, The Super Patch Company
The Super Patch Company appointed Stanecia Graham as Head of Athlete Relations. Graham will also work as a “field builder” as she mentors her own organization of distributors while spearheading the company’s mission of providing athletes with a drugfree, stimulant-free performance patch.
MINDY GRUBB / Executive Director of eXtend a Hand, eXp Realty
eXp Realty has named Mindy Grubb Executive Director of eXtend a Hand, the company’s charitable foundation, which provides support to the company’s agents, staff and their families during times of crisis. Grubb will continue to serve as Vice President of Events, a role that creates high-impact experiences for the agent community with the purpose of fostering connection and compassion throughout the organization.
JOSHUA PLANT / Chief Science Officer, Partner.Co
Partner.Co welcomed Joshua Plant, PhD as its new Chief Science Officer. Dr. Plant earned a PhD in Biomedical Sciences from Harvard and held a prestigious cancer research fellowship at the National Institutes of Health. Since graduation, he has led product innovation and development within the supplemental health industry.
CHANELLE JEPSON / Senior Vice President of Product Development, Xyngular
Xyngular appointed Chanelle Jepson as Senior Vice President of Product Development. Jepson will now lead the company’s product innovation strategy as the company seeks to innovate wellness solutions within the biohacking space and drive market leadership. Jepson brings career experience in the health and wellness sector and particular expertise as a product strategist, educator and director of research and development.
ALEJANDRO GARCÍA / President of the Ecuador Association of Direct Sales, 4Life
Alejandro García, 4Life General Manager of Ecuador, has been named the 2025-2027 President of the Ecuador Association of Direct Sales. García joined 4Life in his current role in 2021 and is known for his leadership skills and commitment to the greater industry. DSN
IN MEMORIAM
A Verdis Norton, ASEA Founder
SEA Founder Verdis Norton has passed away. Norton was known as a visionary and strategist and built his distinguished career leading billiondollar companies, including Kraft Foods, before he founded ASEA in 2007.
“Verdis truly lived a life of significance and impacted tens of thousands of people around the world through his exemplary leadership and example,” the company wrote in a statement. “It is impossible not to reflect on all that Verdis meant to each of us individually and to our organization collectively. Not only was he the visionary who made ASEA possible, but his legacy endures to this day in countless lives that have been impacted for good.”
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THE GUIDE 2025
A CURATED RESOURCE TO HELP YOU FIND STRATEGIC BUSINESS PARTNERS SPECIALIZING IN DIRECT SELLING.
THE CHANNEL IS EVOLVING RAPIDLY—companies and executives must stay ahead of emerging trends and technologies to build for the future. But it can be time consuming and hard to find the right suppliers to partner with.
That’s why we’ve developed The DSN Guide. In each issue, The Guide includes curated lists by category of expertise and service. These suppliers currently serve the channel—they understand the unique challenges and opportunities that come with direct selling and can help you implement your intiatives.
2025 ISSUE CATEGORY
JANUARY / FEBRUARY DESTINATIONS, TRAVEL SOLUTIONS, EVENT PRODUCTIONS & INCENTIVES
MARCH / APRIL CREDIT CARD & PAYMENT SOLUTIONS & COMMISSION PAYMENT SERVICES
MAY / JUNE SOFTWARE & TECHNOLOGY
JULY / AUGUST DISTRIBUTION, FULFILLMENT & LOGISTICS
SEPTEMBER / OCTOBER BRANDING & SOCIAL MEDIA SOLUTIONS
NOVEMBER / DECEMBER LEGAL, TAX, CONSULTING & EXECUTIVE SEARCH
DISTRIBUTION, FULFILLMENT & LOGISTICS
Miner Group Laredo, TX minergroup.net rmg@minergroup.net 956-712-8842
a2b Fulfillment Greensboro, GA a2bf.com bizops@a2bf.com 706-454-0195
Staci Americas Avondale, AZ staciamericas.com 408-306-4640
Canada Cartage Logistics Calgary, AB cclslogistics.com
UT
CO
800-268-2228
AI Diagnostics
Personalized health, fitness and wellness recommendations without the guesswork.
BY DAVID LEE
PERSONALIZATION IS THE NEW BENCHMARK IN HEALTH, FITNESS AND WELLNESS, and AI-powered diagnostics are pushing it further into the mainstream. It’s a future where guesswork vanishes and customers know precisely what their bodies need.
According to Fortune Business Insights, the personalized nutrition market was valued at $11.88 billion in 2023 and is projected to hit $46.87 billion by 2032 at a 16.6 percent Compound Annual Growth Rate (CAGR), showing an accelerating shift. The Cal AI app, which was created by two teenagers in 2024, helps users track calories and nutrition info just by snapping a picture of their meal. It reached more than 5 million downloads in its first eight months.
The CAL AI APP reached more than 5 million downloads in its first eight months.
THE BROADER DIETARY SUPPLEMENTS MARKET, INCLUDING PERSONALIZED OPTIONS, IS ON TRACK TO REACH
Custom Solutions with a Personal Touch
Soon, customer blood tests—paired with data from their wearable tech—could flag a vitamin D deficiency. AI can dig deeper, factoring in their age, vegan diet and active lifestyle, recommending 1,200 IU (International Units) of D3 daily. This redefined customization meets customers where they are with science-backed clarity. Sweden-based direct selling company Zinzino has been implementing a test-based, personalized nutrition approach for years. It all starts with a blood test to determine someone’s Omega-3 and Omega-6 balance. From there, more customized solutions are explored.
Instead of a generic pitch, it’s a precise solution drawn from thousands of data points—blood markers, sleep quality, activity levels—all processed in real time. Distributors can present a supplement that fits perfectly, tailored to the individual’s unique needs.
The revenue upside is undeniable. Research firm McKinsey & Company found that personalization and tailored offerings lift retention by 10-15 percent, a critical edge for getting customers on recurring orders. Imagine a monthly subscription pack that shifts from B12 for a busy parent to collagen for a fitness enthusiast, adapting as health data evolves. The broader dietary supplements market, including personalized options, is on track to reach $258.75 billion by 2029, growing at 7.6 percent annually. AI sharpens this potential, turning individualized insights into higher sales and lasting customer trust.
KNOW YOUR NUMBERS
HEALTH & AI TECH METRICS
64% OF CONSUMERS are interested in personalized nutrition. (INTERNATIONAL FOOD INFORMATION COUNCIL)
AI IN THE HEALTHCARE MARKET is projected to reach $188B by 2030. (GRAND VIEW RESEARCH)
THE WEARABLE DEVICE MARKET hit $62B in 2023. (STATISTA 2024)
THIS ISN’T JUST AN UPGRADE. IT’S A LEAP TOWARD PRECISION AT EVERY METRIC.
25% OF US ADULTS use health or fitness apps regularly. (STATISTA)
90% OF DIETITIANS see AI as a future tool. (ACADEMY OF NUTRITION AND DIETETICS)
AI DIAGNOSTICS cut dietary assessment time by 60% . (JOURNAL OF MEDICAL INTERNET RESEARCH)
40% OF GEN Z prefer tech that enhances work/life balance and wellbeing. (DELOITTE)
Room to Grow
Scale makes it even more powerful. AI platforms already in use are expanding to process vast datasets from wearable metrics, at-home tests and lifestyle inputs. For example, a 20-year-old runner gets iron support; a 50-year-old with poor sleep gets magnesium. McKinsey notes personalization cuts inefficiencies by up to 20 percent, letting distributors focus on selling rather than guessing. As the technology learns, it anticipates needs before customers do, delivering proactive wellness solutions. This isn’t just an upgrade. It’s a leap toward precision at every metric.
Forrester predicts 70 percent of health-conscious consumers will expect tailored solutions by 2030. Pair this with direct selling’s natural personal approach, and the industry could be in a terrific spot to dominate. AI apps might display realtime nutrient gaps, and virtual sessions can offer recommendations that adjust on the fly. In this near-future, distributors leverage tools that go beyond marketing, offering wellness plans as unique as the customers themselves.
AI diagnostics are creating a market where customers no longer settle for one-size-fits-all. They want solutions shaped by their lifestyle, diet, activity level, age and other evolving metrics. With blood tests, wearables and smarter algorithms, the industry is delivering exactly that. This is health, fitness and wellness without guesswork—a personalized revolution that’s already here and only getting stronger. DSN
Brand Loyalty in Your Pocket
How apps are turning data into devotion.
MARY KAY
MIRROR ME
VIRTUAL TRY‑ON APP gives customers an instant virtual makeover.
APPS ARE THE NEW BRAND LOYALTY FRONTIER, turning smartphones into tools for deeper customer commitment. In 2025, brands are leveraging mobile technology to deliver personalized, value - driven experiences that keep consumers coming back. According to Influencer Marketing Hub, 61 percent of customers are more likely to stay loyal to companies offering tailored rewards. Apps are proving to be the leading channel to boost retention and redefine brand allegiance.
Enhancing User Experience
The Starbucks Rewards app analyzes purchase history. It suggests drinks, like a caramel macchiato for a regular customer, driving a 7 percent revenue spike in 2024, according to their Q3 earnings. With 31.4 million active US members in 2024, the app personalizes offers in real time, tracks points and speeds orders via mobile pay. This level of convenience and customization keeps customers hooked, illustrating how apps turn data into devotion.
Sephora’s Beauty Insider app takes loyalty visual with its Virtual Artist feature. Using augmented reality, customers try makeup digitally, such as testing a bold lip before buying. This tech boosted repeat purchases by 12 percent in 2023, according to Sephora’s loyalty data. The app’s tiered rewards and exclusive event invites keep its 17 million members engaged. It’s a masterclass in merging experiential perks with mobile innovation, locking in beauty enthusiasts. Mary Kay’s Mirror Me Virtual Try-On is a similar experience, giving customers an instant virtual makeover.
Nike’s Run Club app tracks workouts and offers personalized coaching. It logged 12 million active users in 2024. App users saw a 10 percent uptick in repeat purchases, tying fitness goals to brand attraction. Push notifications celebrate milestones such as a 5K personal record, while integrating with Nike’s store for seamless gear buying. This community-driven approach proves apps can build loyalty beyond transactions.
OF
LOYAL
SHOPPERS ARE
TO
ETHICAL
BRANDS
IN 2024, A 25% RISE SI NCE 2021.
The
STARBUCKS REWARDS APP analyzes purchase history and suggests drinks
Perks and Purpose Drive Sales
Purpose aligns with apps as well. TOMS’s app doesn’t just sell shoes—it showcases its mission, donating a pair per purchase. Its 2024 impact update shows more than 100 million donations since 2006. According to SAP Emarsys, 30 percent of shoppers were loyal to ethical brands in 2024, a 25 percent rise since 2021. The impact tracker builds trust by showing donations in real time. It’s a subtle but powerful loyalty hook for the socially conscious.
Experiential perks shine through apps, too. Lululemon’s app, tied to its Sweat Collective program, tracks workouts and invites fitness instructors to exclusive drops. Members spent 15 percent more in 2023, according to company reports. Eventbrite says 55 percent of consumers feel closer to brands after such events. The app’s integration of activity data with rewards creates a lifestyle loop, increasing activity and loyalty.
Subscription models thrive in apps, too. Amazon Prime’s app, serving 200 million global members in 2024, ties loyalty to convenience. AI-driven product suggestions and delivery tracking keep users subscribed. In 2024, 18 percent of US consumers used loyalty-linked subscriptions, up from 13 percent in 2022 (Statista). The app’s dashboard makes benefits like Prime Video feel effortless, reinforcing retention through constant value.
The Dunkin’ Rewards app blends rewards and digital flair to keep coffee lovers close. Users earn 10 points per $1 spent, redeemable for free drinks or food. With 5 million downloads by Q1 2025 (Sensor Tower estimate), it hosts digital events like “Double Points Days” and app-only challenges. For example, three orders in a week earns a bonus. App activity drove a 15 percent visit increase among members in 2024, according to company sales data. Personalized offers such as a free donut on birthdays, plus store locator features, make it a daily habit, cementing loyalty through convenience and rewards DSN
Ready, Set— YIKES!
Looking for a new position is full of starts and stops— here are three steps you must take to begin your search.
BY KATE GARDNER / CO-FOUNDER, C3 EXECUTIVE SEARCH
IN TODAY’S TRANSFORMATIONAL DIRECT SELLING LANDSCAPE, staying relevant isn’t just important—it’s crucial. If you’re an executive seeking your next leadership role, either where you are now or in the greater direct selling community, you need more than an impressive resume. You need to be visible, connected and forward thinking.
After 12 years in executive search specific to direct selling, and almost five decades in the channel itself, I’ve seen this consistent pattern: the executives who position themselves successfully for new opportunities commit to three core activities. When you’re serious about advancement, these are non-negotiables. Are you checking all these boxes?
YOU STAND OUT AS A DESIRABLE EXECUTIVE WHEN YOU EMBRACE CHANGE, PURSUE INNOVATION AND SURROUND YOURSELF WITH OTHERS WHO DO THE SAME.
THREE ESSENTIAL CAREER BUILDING ACTIVITIES
1 / Stay in Tune with Change in the Channel Change? Buckle up—we ain’t seen nothin’ yet! Affiliate marketing, fresh takes on compensation models, breakthrough products, regulatory scrutiny and let’s not forget AI. It’s a lot.
You stand out as a desirable executive when you embrace change, pursue innovation and surround yourself with others who do the same.
Become enlightened by diving into trusted industry publications like Direct Selling News and others. Beyond simply reading, use these resources to develop your own point of view. What do you think about the trends? What strategies could you champion? Being able to articulate informed thoughts about the industry will set you apart in interviews and networking conversations. Bonus: these publications are treasure troves for discovering and making new executive connections, which leads us to point number two.
2 / Build and Activate Your Direct Selling Business Presence
LinkedIn is your executive brand platform, not just a career chronology. Too many executives treat their profiles as a static CV or barely use the platform at all. That’s a huge, missed opportunity.
To effectively leverage LinkedIn:
n Spend 15 30 minutes a day. That’s manageable and potentially impactful. Comment thoughtfully on posts; congratulate executives on new roles; and reshare content that resonates with your leadership approach.
n Your profile is a living capture of your accomplishments. Make sure your achievements, recent roles and a compelling summary are up to date. Use a warm and professional headshot, not a selfie snapped at a party or sporting event.
n Post or share something meaningful weekly. No need to become a content machine. Just be visible: share an article; write a few sentences of insight about a trend; or even repost industry news with your brief take. Keep it short, lively and authentic.
n Connect strategically. Reach out to the executives, authors, advertisers and contributors mentioned in the publications you’re reading. Send them a connection request with a personal note of compliment or appreciation.
n Consider crafting a personal catchphrase. Rather than the generic “I’d like to add you to my network,” create a short, specific message when sending connection requests—one that highlights your core strengths or passions.
And this is a must…when someone accepts your invitation to connect— respond! A genuine “thank you” can be a real conversation starter.
Know that the hiring market for senior executives often moves through relationships and reputation more so than applications. Your LinkedIn activity helps you stay top of mind when opportunities emerge.
YOU are your own best advocate!
THERE’S NO SUBSTITUTE FOR IN PERSON EVENTS , HUMAN ENERGY AND EDUCATION. ATTEND DIRECT SELLING EVENTS.
IDENTIFY AND PURSUE BOLD‑THINKING COLLEAGUES FOR LIVELY, RELEVANT CONVERSATIONS WHERE YOU CAN CONTRIBUTE AND LEARN .
3 / Think Bolder
by
Aligning with Bold Thinkers
If you want to play a leading role in the future of direct selling, you need to align with the people shaping that future.
Seek out industry thought leaders whose work challenges and expands your thinking. Two of my favorites:
n John T. Fleming—Author of Ultimate Gig and Leverage. John’s perspective on the evolving gig economy and its impact on direct selling is required reading and a powerful tool for executive recalibration.
n Brett Duncan —His work, It’s Time to Do a New Thing, is one of the most insightful (and inciteful) discussions of where the direct selling model is headed. Brett challenges the old frameworks and pushes for meaningful innovation.
Reading and engaging with their work and other bold thinkers ensure you are not just clinging to what was, you are prepared to lead in what will be.
And to meet those bold thinkers…“Good grief! Get out of the house!” Virtual connection is crucial. However, there’s no substitute for in-person events, human energy and education. Attend direct
selling events. Identify and pursue bold-thinking colleagues for lively, relevant conversations where you can contribute and learn. When you get home, send each colleague you spoke with a note of thanks! Often, it’s the relationships you nurture before you need them that make all the difference when opportunity knocks.
GET INVOLVED IN THE CONVERSATION
Landing your next executive role in direct selling isn’t a passive process. It demands deliberate positioning, daily action and future-focused thinking. By dialing into change, activating your presence and aligning with bold thinkers, you’ll not only open more doors—you’ll walk through them prepared to thrive. It bears repeating—YOU are your own best advocate! DSN
Now in her fifth decade of service to the direct selling community, KATE GARDENER is a highly respected and trusted advisor to companies around the world. Her experience and expertise are now focused on resourcing talented people via C3 Executive Search as well as selected consulting projects. As a seasoned and successful direct selling executive, Kate has the unique perspective of a thought leader who can illuminate the future of direct selling with unique insights and staffing options.
Disclosure Dilemmas
Three key strategies to make sure your statement stands up to scrutiny.
BY KATRINA EASH & JOHN SANDERS / CO-CHAIRS OF WINSTON & STRAWN, LLP’S DIRECT SELLERS’ PRACTICE
THIS YEAR’S MULTILEVEL MARKETING: THE CONSUMER PROTECTION CHALLENGE CONFERENCE JUST WRAPPED UP, and much of the conference was, yet again, laser-focused on income claims and direct sellers’ attempts to craft defensible income disclosure statements (IDS) to justify such claims. And late last year, the Federal Trade Commission (FTC) issued its Staff Report on Multi-Level Marketing Income Disclosure Statements, pointing to five primary areas of concern identified after assessing the IDS of 70 different direct sellers.
That Staff Report came only after the FTC sent letters to over 1,000 companies, including virtually every major direct seller, warning that misrepresentations or deceptive claims in their IDS could trigger stiff civil penalties. Suffice to say, the FTC, other regulatory bodies and anti-MLM supporters are preparing for a fight against the direct sales channel, and at least one piece of ammunition they intend to use is an ill-crafted IDS.
For most direct sales companies, the IDS is the company’s most prominent—and public—presentation
THE INCOME DISCLOSURE STATEMENT IS THE COMPANY’S MOST PROMINENT—AND PUBLIC—PRESENTATION OF ITS EARNINGS OPPORTUNITY.
of its earnings opportunity. So, ensuring that your IDS reliably and accurately reflects the actual experience of a typical distributor, as borne out in your company’s business intelligence data, should be a top priority for every direct seller.
Here we’ve outlined several strategies we’ve used to help our clients create an IDS that effectively captures the earnings opportunities available to typical distributors while guarding against misleading representations
1 / The Importance of a Preferred‑Customer Program
Typically, direct sellers have some distributors that signed up only to receive a discount on the company’s products. These distributors have no interest in selling the company’s products and building a business. They are merely end-user consumers, and they will earn little to no money from the company. Such distributors deflate the average earnings across all distributors.
To address this, some direct sellers report in their IDS only the earnings of those distributors who are interested in the business opportunity. There are many different and defensible methodologies that can be used to identify such business-building distributors. But no matter how defensible the methodology, excluding any subset of distributors is likely to result in FTC (or other agency) allegations that the IDS artificially inflates earnings by including only a subset of the company’s distributors.
Instead, direct selling companies should consider a “preferred customer” program that allows distributors to accurately classify themselves from the beginning as interested only in consuming the company’s products. Preferred customers are generally more than one-off retail customers—they typically want to make regular product purchases at a discount.
A robust preferred customer program that provides appropriate incentives for individuals to self-classify upon registration gives companies a principled and defensible way to exclude from their IDS persons who have no desire to participate in the compensation plan. A preferred customer program also makes it easier to quantify genuine demand for the company’s products, as customers in this category cannot participate in the compensation plan and are therefore purchasing solely for personal consumption.
Direct selling companies should ensure that their preferred customer programs adequately incentivize distributors to appropriately classify themselves upon registration. For instance, if the only meaningful difference between preferred customers and distributors is the opportunity to participate in the compensation program, a rational individual will choose to become a distributor, even if they do not intend to build a business.
For a preferred customer program to be effective, it is important for a company to provide adequate incentives. This can be accomplished by lowering the enrollment and renewal fees for preferred customers; by offering larger discounts
to preferred customers; and/or by sending preferred customers periodic gifts or product samples that are not available to distributors. Making product auto-shipments available exclusively to preferred customers is another great incentive that many companies offer.
2 / The Importance of Disclosing Identifiable Costs
An effective and defensible IDS will disclose business expenses incurred by the typical distributor to ensure that the IDS does not paint an overly rosy picture of distributor earnings. For instance, the IDS should include statements regarding sign-up costs, distributor website costs, renewal costs and various other expenses that most distributors incur. The IDS should also prominently disclose that, as independent contractors, distributors may choose to incur various other business expenses that are not reimbursable by the company, which reduce distributors’ net earnings.
3 / Earnings Calculations Should Accurately Capture the Typical Distributor
Calculating a typical distributor’s earnings is not easy. Many companies disclose only the total amount of compensation paid at each level over the course of the year, which probably does not capture a typical distributor’s earnings. It is only slightly better to divide the total compensation paid out to all distributors at a given rank by the total number of distributors within the rank. Because the amount distributors earn within a given rank
almost always varies greatly and many distributors change ranks within any given year, simply calculating the mean rarely captures how much a typical distributor at a given rank is likely to earn. There are various strategies companies can implement to ensure that the methodology used to calculate IDS earnings reflects a typical distributor’s experience. For example, rather than using the mean to report distributor earnings, other measures that better reflect the “central tendency” of the earnings across a group, such as the median (the value separating the earnings of the higher half from the lower half) may more
A PREFERREDCUSTOMER PROGRAM MAKES IT EASIER TO QUANTIFY GENUINE DEMAND FOR THE COMPANY’S PRODUCTS. Winston
accurately show typicality. Direct sellers should also include robust disclosures in their IDS, to explain, for example, how earnings figures were calculated, and the percentage of distributors who attain each of the various ranks.
Ultimately, crunching your business intelligence data to capture the earnings of a typical distributor is an art, and expert guidance is recommended. We, the attorneys drafting this article, routinely team up with an expert economic consultant at Edgeworth Economics, Branko Jovanovic, PhD, to help our direct selling clients develop an IDS that is carefully crafted to present an accurate and truthful reflection of the typical distributor’s experience. We are here to help you navigate the minefield the FTC and others are creating in an effort to obtain penalties against direct sellers that are not currently using best practices for their IDS. DSN
& Strawn partners Katrina Eash and John Sanders lead Winston’s
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BUILT TO LAST
THE SYSTEMS, CULTURE LEADERSHIP
FRAMEWORKS THAT COMBINE LEGACY
PRINCIPLES WITH MODERN - DAY EXECUTION &
BY ROB SPERRY
DIRECT SELLING DOESN’T HAVE a recruiting problem—it has a retention problem.
In his new book, Rob Sperry examines the retention challenges facing direct selling and offers some actionable, straightforward solutions.
YOUR LEADERS ARE WATCHING. YOUR COMPETITION IS RECRUITING. THE TRUST RECESSION IS REAL. BUILT TO LAST IS YOUR BLUEPRINT FOR WHAT TO DO ABOUT IT.
THE COMPANIES THAT LAST AREN’T THE ONES WITH THE NEWEST COMP PLANS OR TRENDIEST FUNNELS.
They’re the ones that obsess over the fundamentals: leadership presence, culture, duplication, recognition and retention. Built to Last is a leadership playbook for owners and executives who are tired of patchwork solutions. It’s built from the inside out—grounded in field experience; backed by consulting for some of the most well-known direct selling brands; and sharpened by conversations with over 1,700 six- and seven-figure earners in the profession.
The Trust Recession is Real Trust is at an all-time low. Distributors don’t trust owners. Owners don’t trust the field. Customers don’t trust the industry. This can’t be fixed with a Zoom call. I wrote Built to Last to be a touchstone, a strong foundation for constructing a legacy company—the kind that doesn’t collapse when your top recruiter walks away.
This book is for the brands that want to be around in 10, 20, 30 years. It’s for the founders who still care more about people than P&L. It’s for the field leaders who are done faking belief and ready to rebuild it.
Your leaders are watching. Your competition is recruiting. The trust recession is real. Built to Last is your blueprint for what to do about it. These are the overarching concepts covered in the book.
Leadership Presence: The Critical Difference Maker
The gravest leadership failure isn’t deception—it’s absence. When leaders become invisible, belief and trust erode quietly, leading to stalled momentum and declining retention. In contrast, visible, emotionally grounded leadership—especially during crises—builds confidence and culture. Primerica’s Co-CEO John Addison exemplified this by directly engaging with his field during the 2008 financial collapse, restoring trust and leading the company to a highly successful IPO. Presence beats perfection, especially in direct selling, where emotional connection matters more than strategy decks or operational excellence.
THREE KEY TAKEAWAYS
1 / LEGACY REQUIRES LONG‑TERM THINKING AND INTENTIONAL SYSTEMS
Companies that last don’t rely on hype or quarterly wins—they obsess over infrastructure, trust and cultural consistency. Legacy isn’t about flashy launches; it’s about building something others want to protect and pass on.
2 / LEADERSHIP AND CULTURE
OUTLAST COMPENSATION PLANS AND TECH STACKS
What keeps people engaged isn’t just tools or incentives—it’s belief, community and meaningful development. Vision that inspires outperforms any growth hack.
3 /
LEGACY IS BUILT THROUGH TRUST— NOT TRANSACTIONS
In a profession facing a trust recession, the companies that endure are those that value people over profit. Legacy is what you leave behind—not what you leverage to exit.
Culture: The Real Backbone of Direct Selling
Culture in direct selling is not defined by slogans or events but by consistent actions and emotional authenticity—what people feel when no one’s watching. It shows up in how leaders are developed; how people are treated at every level; and whether corporate actions match stated values. Top earners reveal that cultural erosion begins with silence, inconsistency or misplaced priorities. In network marketing, where people choose daily to stay engaged, culture is oxygen—not optional. Ultimately, presence grabs attention, but culture sustains commitment.
EFFECTIVE RECOGNITION CELEBRATES EFFORT AND MILESTONES AT EVERY LEVEL, FUELING DUPLICATION AND RETENTION.
Product: The Foundation of Belief and Longevity
In direct selling, your product isn’t just what people buy—it’s what they bet their reputation on. When field leaders stop feeling proud of what they share, trust erodes and retention crumbles. Product authenticity—not hype—drives sustainable growth. Companies like PartyLite failed not from poor products but rather from fading belief. The companies that survive the next decade won’t have the flashiest launches or the most aggressive comp plans. They’ll have field leaders who genuinely love what they are sharing. In an era of AI and instant scrutiny, product belief must be earned—because without it, nothing else sticks.
Compensation: The Hidden Risk Behind the Hype
A compensation plan built on hype, unsustainable payouts and uneven rewards can become a company’s biggest liability. When companies prioritize flashy incentives over behavior-aligned, scalable structures, they risk creating mistrust, field fragmentation and financial collapse—as seen with MonaVie. Top leaders need fairness, clarity and belief that success is achievable at all levels. Smart plans reward consistent behavior, encourage retention and avoid promo addiction. The strongest strategies don’t just pay well—they build long-term loyalty. A comp plan must be more than generous—it must be sustainable, strategic and trusted.
Recognition: The Culture Multiplier
Recognition isn’t about applause—it’s about influence. What companies celebrate shapes behavior and illustrates culture. Effective recognition rewards effort and milestones at every level, fueling duplication and retention. Companies like Salesforce prove that consistent, community-driven recognition builds loyalty and belief. In direct selling, personal touches, peer-to-peer acknowledgment and systems that highlight everyday wins drive momentum. Recognition should not just reflect values—it must reinforce them. When people feel seen, they stay.
Leadership Development: Personal Development Builds More than People
True growth in direct selling comes not from poaching leaders with flashy deals, but from developing them through structured systems and personal transformation. Icons like Dexter Yager built legacy organizations by duplicating leadership—not buying it. Effective leadership development requires onboarding, mentorship, personal growth and behavioral accountability. Corporate teams must support—not control—field-led growth. Ultimately, retention thrives when people feel they’re growing as individuals, not just earning commissions.
Retention: The True Foundation of Sustainable Growth
Retention is not a support function—it’s the core of business stability in direct selling. Without retaining customers, no level of talent acquisition or product innovation can sustain growth. It’s vital to engineer retention through strategic onboarding, emotional connection and community integration—particularly in the first four months of a customer’s journey. Successful companies treat retention as a corporate priority, not a field responsibility. Data-driven diagnostics, behavioral segmentation and co-created systems with the field are key. Retention is built through emotional engagement, consistency and delivering early value—not hype.
Events: The Heartbeat of Direct Selling
Events aren’t optional—they’re the belief engine that transforms participants from passive attendees into engaged believers. Live events create emotional breakthroughs, build culture, reinforce recognition and foster lifelong loyalty. Companies like TED show that in-person experiences leave lasting impact when field voices shape them. Effective event strategy includes structured promotion, field ownership, leadership retreats and momentum captured before, during and after the event. Events multiply belief, fuel retention and are essential to building a sustainable, values-driven business in direct selling.
International Expansion: The Fastest Way to Lose Credibility in a Global Market? Show Up without Real Intent
True international success demands commitment, cultural fluency and operational readiness. Many companies rush into global markets with flashy “fake openings,” offering hype but lacking infrastructure, localized leadership and legal compliance. Going in wide but not deep can lead
POOR DECISIONS FROM THE TOP— NOT THE FIELD— UNDERMINE LOYALTY AND LONGEVITY. ULTIMATELY, HOW YOU BUILD DETERMINES WHAT YOU BECOME.
to a quick collapse, an embarrassing exit and a blow to your credibility. Sustainable global growth means adapting your systems to local markets, overinvesting in training and building trust before revenue. Expansion done right strengthens a company. Done wrong, it fractures belief and drains resources. When it comes to global expansion, play the long game—don’t go for quick, unsustainable wins.
Infrastructure and Tools: Build to Empower, Not Replace
Infrastructure is the invisible backbone that enables sustainable growth in direct selling. It must support—not substitute—human connection and leadership. While tools like CRMs, apps and AI can streamline onboarding and duplication, overcomplicated or misused systems become crutches that erode trust. Companies like Toyota thrive by empowering people with simple, scalable systems. Others, like United Sciences of America, collapsed from overreliance on hype without operational depth. The best tools are plug-and-play, field-tested and tied to income-producing behaviors—supporting trust, not vanity.
Compliance: Culture’s Greatest Safeguard
Compliance isn’t a department—it’s a cultural cornerstone. When handled poorly, it feels like the “sales prevention department,” but when embedded into company values, it protects and empowers. The most successful companies teach compliance early, often and clearly, making it part of onboarding, team training and leadership modeling. Real compliance creates trust—not fear. It safeguards reputation; ensures longterm scalability; and invites the field to become partners in protection. In today’s landscape, compliance is more than policy—it’s cultural trust insurance.
Building for Legacy: Intentional Foundations over Flashy Fixes
Legacy in direct selling isn’t built on hype, apps or quick wins—it’s built through intentional infrastructure, cultural integrity and long-term vision. Many companies fail by chasing growth before building trust or by letting private equity prioritize profit over people. The best companies invest in scalable tools, transparent leadership and community-first strategies that respect the emotional, grassroots nature of the field. Poor decisions from the top—not the field—undermine loyalty and longevity. Ultimately, how you build determines what you become.
The Legacy Play: Build to Endure, not to Impress
True legacy companies prioritize stability, culture and people over quick wins. They train for depth, reinforce systems and build with the next generation in mind. Legacy is created when leaders build something bigger than themselves—something others want to fight for and sustain. In today’s “Trust Recession,” restoring belief and casting enduring vision is the only path to meaningful impact. Legacy isn’t a trend—it’s the foundation for lasting trust.
Implementation or Bust!
It’s vital to remember execution is everything. Apply these lessons and lock them in now. Direct selling isn’t dead. The way we used to run it is. If you want your company to matter in a decade or two from now—or even five—the time has come to move with purpose towards a more sustainable and prosperous future. DSN
Rob Sperry is a passionate, purpose-driven entrepreneur who has been full time in network marketing since 2008. Due to his expertise, Sperry has been featured in national and international books, podcasts, blogs, articles and magazines specific to finding success in network marketing. His podcast, Network Marketing Breakthroughs has listeners in 118 countries.
40UNDER
BY LISA ROBERTSON
WDIRECT SELLING IS EVOLVING.
And keeping up with constant change and uncertainty requires companies to be bold, innovative, fearless. It also requires a new generation to step up and step forward to provide the fresh takes and fresh starts the industry so desperately needs.
Who are these trailblazers? And are they ready to reimagine the future of a direct selling channel that fully embraces technology and understands shifting customer and field preferences?
Direct Selling News is proud to report that the answer to those questions is a resounding yes! We asked companies of all shapes and sizes to nominate the young corporate standouts who are poised to become the next generation of legendary direct selling executives.
We were incredibly impressed with the achievements, ambitions and abilities of the nominees. And, after meeting them, we believe the future of the channel is in very good hands. We’re excited to introduce them to you on the following pages. Congratulations to the 2025 DSN 40 under 40!
NATALIE AVALOS DIRECTOR, MARKETING
NATALIE AVALOS DOESN’T JUST follow trends, she creates them. She joined BELLAME straight out of college and has never looked back. “What she’s accomplished is nothing short of extraordinary,” shared Jan Estes, VP of Sales and Operations. “Natalie is the creative force behind our product and promotional photography and videography, capturing not just images, but emotion, energy and authenticity. Thanks to her efforts, our social media presence has flourished. Engagement is up. Our following has grown, and—most importantly—sales have increased.”
But Natalie’s impact goes beyond aesthetics. She is passionate about training BELLAME’s Brand Partners on the power of social marketing, empowering them to build personal brands with confidence and creativity. Even though Natalie had no prior experience in direct selling, she’s inspired by everything the channel has to offer, particularly the culture of community and connection.
It’s no surprise that Natalie has had such a positive experience—she’s had a phenomenal mentor in BELLAME’s Founder and CEO Melissa Thompson. “I’ve learned so much from her—not just about marketing and leadership, but about integrity, vision and what it means to truly empower others.”
What’s ahead? Natalie looks forward to growing both as a creative and a leader. “I’m passionate about creating meaningful connections and using marketing as a way to inspire, support and uplift others.”
JANESSA BARRIOS
CREATIVE
DIRECTOR
JANESSA BARRIOS UNDERSTANDS what makes direct selling so powerful. “Human connection is the heart of this industry.”
In her role as Creative Director, Janessa forges those powerful connections between brand, field and customers. She leads a global design team that brings the Partner.Co brand to life across all platforms. Overseeing everything from product packaging and marketing tools to event branding, incentive trips and swag, Janessa ensures every detail reflects the brand and resonates with the audience.
And her contributions have truly elevated the brand. “Janessa has been instrumental in shaping Partner.Co’s brand identity and creative direction,” shared Katherine Kummer, Partner.Co’s Director of Global Communications. “Under her leadership, Partner.Co achieved significant recognition in 2024, securing dozens of awards for marketing excellence.”
Janessa has worked in the industry for over a decade and loves creating work that supports and empowers a field of entrepreneurs. “I was drawn to the purpose-driven nature of direct selling. Every design, campaign and event have the potential to motivate someone.”
Janessa loves the career she is building and embraces each challenge as it comes—something she would encourage others to do as well. “Direct selling is a unique and fast-paced industry where you’ll often wear many hats—but that’s exactly what makes it so rewarding. You’re not just supporting a brand—you’re impacting lives.”
LAURA BRANDT
PRESIDENT
LAURA BRANDT LEADS not by title, but by example.
Mark Bennett, Chief Business and Legal Officer of IDLife explained, “Laura was the very first employee we hired when IDLife was founded. And from Day One, she has been the backbone of our operation; the heartbeat of our brand; and the most influential executive in our company’s success.”
The first to roll up her sleeves and the last to seek credit, Laura serves as President of IDLife and is involved in product strategy, operations, IT, brand development, field growth and long-term vision.
“As a third-generation direct seller, I was practically born into this industry,” Laura explained. “That upbringing didn’t just give me a love for the industry. It gave me perspective. I know how deeply corporate decisions affect the field—both positively and negatively. I’ve seen how the right kind of support can light a fire in someone’s business, and how the wrong kind can unintentionally put it out.”
Direct selling is more than a career to Laura—it’s a calling. “Helping families do life better isn’t just a tagline—it’s the reason I show up every day. I believe the future belongs to companies that simplify the path, elevate the field and prioritize people over profits. The ones who build movements, not just marketing plans. That’s where I see us headed, and I’m proud to help lead the way.”
EVAN BRENGMAN DIRECTOR, GLOBAL SUPPLY CHAIN
TO SAY EVAN BRENGMAN grew up in direct selling is no exaggeration—he began working at Total Life Changes when he was just 14 years old.
Since then, Evan’s worked in almost every department including accounting, marketing, events and sales. In his current role as the Director of Global Supply Chain, Evan oversees distribution, logistics, procurement and quality control as well as research and development.
As Scott Bania, Chief Communications Officer explained, “Evan manages one of the largest departments at Total Life Changes with enthusiasm and integrity. He has improved efficiencies in the entire global supply chain. He also plays an integral part in event planning and execution.”
His rapid rise can be attributed to unmatched work ethic and authentic passion. “Two things genuinely light me up about direct selling. First, we’re some of the most forward-thinking people in the world, bringing the best products and services to market in ways that truly make a difference. And second, the unmatched opportunities it creates. Network marketing gives everyday people the chance to step into entrepreneurship and rewrite their story. I’m living proof of that.”
Many people spend their entire career looking for the right fit, but Evan knows he is in the right place at the right time. “This isn’t just a job—it’s where I’m meant to be.”
MARCUS BURGIN
VICE PRESIDENT, FINANCE
MAKING PEOPLE FEEL VALUED and connected is something direct selling and MARCUS BURGIN have in common.
In his current role as Vice President, Finance, Marcus helps Amway deploy capital and operating resources across the globe, supporting all aspects of the Amway business. He oversees day-to-day operations of all West Markets for Amway (The Americas, Europe and Central Asia).
But Marcus is much more than a list of responsibilities. As Andrew Schmidt, Regional President, West Markets explained, “Marcus is a brilliant financial mind, but—more importantly—a fantastic leader. He’s an indispensable advisor, an excellent teammate and a tireless worker. Any team is better with Marcus on it.”
Marcus is passionate about helping others develop and grow and has a proven track record of developing talent at all levels. A philosophy that perfectly aligns with direct selling.
Perhaps Marcus explains it best. “Every person should be uniquely valued. We are hardwired for connection; to celebrate successes and to develop and learn from one another. These shared experiences come to life in direct selling. I absolutely love the combination of entrepreneurialism and teamwork this industry provides.”
Marcus is excited for the future and knows that his lies with Amway. “I have poured into the company, and—in turn—the company has poured into me. Amway is home.”
BRIAN CAMERON
VICE PRESIDENT, MARKETING AND BRAND
ATHLETE. CREATIVE. VISIONARY. LEADER. Over the course of his career, BRIAN CAMERON has worn many hats, but perhaps his most important role is storyteller.
In his current role, Brian leads global marketing strategy, brand identity and communication efforts, working closely with cross-functional teams to address some of the industry’s toughest challenges— especially in the realm of hormone health. In 2025, he is leading New U Life through a complete global rebrand.
Brian was nominated by Ken Shoell, Vice President, Sales. He believes Brian is a rare talent. “Brian is a unique blend of visionary thinker and highly skilled executor. His collaborative spirit is inspiring as he works cross-team to provide the best results. He actively participates in giving and receiving feedback. He is incredibly coachable. These skills—among others—all contribute to the success of New U Life.”
Brian, a former collegiate basketball player, leans into the values he learned on the court and offers this advice to others building a career in direct selling. “Consistency trumps intensity. Anyone can have a good idea, once. Anyone can be brilliant, one time. Anyone can work hard, a little bit. It takes a tremendous amount of consistency to be great at what you do. Show up on time and on target consistently and you’ll change lives by changing your own.”
ERICA CAMPBELL
DIRECTOR, GLOBAL MARKETS
ERICA CAMPBELL IS A SHINING example of just how far initiative, work ethic and a positive attitude can take someone in direct selling.
Erica’s career has grown in tandem with Neora. She’s been at the company from the beginning, starting in customer service. Since then, Erica has developed into a key leader—managing a variety of initiatives and day-to-day activities for several of the company’s global markets.
As Deborah K. Heisz, Co-CEO, shared, “Erica was instrumental in helping coordinate the very successful merger of ACN Korea, which Neora acquired in 2024, with the existing Neora Korea. She took a leadership role in managing all the various facets that resulted in a successful launch of the new combined company. Her knowledge of our business model and the channel in general, as well as her ability to manage large teams through complex initiatives is invaluable to Neora.”
Erica is grateful for the opportunities Neora and the channel as a whole have provided her and credits her willingness to embrace change and embrace new roles as key elements of her success.
She mentions Deborah as a mentor, sharing, “I am always learning something new about the industry through her. What she and the executive team did for Neora and direct selling with the FTC shows you should always fight for what you believe in.”
ANDREA CHASE
VICE PRESIDENT, CORPORATE RESPONSIBILITY
& SOCIAL IMPACT
ANDREA CHASE IS PASSIONATE about the future of the planet and the future of direct selling—and she’s devoted her career to protecting both.
As the Vice President of Corporate Responsibility and Social Impact, Andrea’s day-to-day work centers on reducing Arbonne’s environmental footprint; guiding the development of more sustainable products and packaging; and education to ensure every choice drives positive change.
As Bernadette Chala, General Counsel, explained, “I’ve never met anyone more passionate about sustainability and the future of our planet than Andrea. She is gifted in understanding the beauty business and how to make it better through sustainable actions that benefit the company, customers and our world.”
The results are undeniable. Arbonne has become the top-scoring Certified B Corporation company in the channel; reduced plastic packaging use by half; converted to 100 percent renewable electricity at their sites; and integrated sustainability into product development and daily operations. Andrea has proven that purpose and performance can work in tandem.
It’s an experience Andrea finds to be incredibly gratifying. “It’s an honor to help embed sustainability into the heart of Arbonne, empowering our customers, consultants and teams to make more conscious choices and be part of something bigger—and we’re just getting started.”
TALESHIA CHERRY
NETWORK DIGITAL EXPERIENCE MANAGER
TALESHIA CHERRY FINDS inspiration in direct selling because it allows her to help others achieve their goals. “It’s incredibly rewarding to see how my support and guidance can empower our associates to create positive change in their lives.”
As the Network Digital Experience Manager, Taleshia has led the evolution of the LSEngage platform; overseen the build of a new Associate Office tool; and managed a successful rebuild of every associate marketing site—all in the last couple of years—enhancing the digital journey and business building opportunities for thousands of LegalShield associates.
But it’s her customer-first philosophy and can-do spirit that make Taleshia such an integral part of LegalShield’s success. As Kristi Hudson, VP of Associate Marketing and Incentives shared, “Thanks to Taleshia, our associate digital tools not only perform at a high-level but result in consistent growth opportunities for our business. This was specifically demonstrated in April 2025, when she launched and released a newly imagined mobile app, which not only met the needs of our associates, it also delighted them with new features and capabilities. We can’t wait to see what Taleshia will accomplish next!”
BRANDON CLARK
SENIOR DIRECTOR, SALES & COMMUNICATION
BRANDON CLARK UNDERSTANDS the tremendous impact direct selling can have, especially when viewed through the lens of his work at LegalShield.
“LegalShield sits at the intersection of access, empowerment and justice—three things that matter deeply to me,” he explained. “We make the overwhelming feel simple and doable by putting real power into the hands of everyday people. And we deliver that through a model that uplifts entrepreneurs.”
Whether managing key projects or supporting team development, Brandon approaches every challenge with strategic focus and a thoughtful, solutions-oriented mindset. “He is not only a top performer but also a trusted and respected leader among his peers,” shared Ted Vitalo, VP of Business Solutions. “When our team faces tight deadlines or high-pressure situations, Brandon consistently plays a key role in ensuring we stay on track and deliver results. He is a true asset to our team and to LegalShield.”
Taleshia tackles every situation with a positive attitude, and her enthusiasm shines through. As she explained, “My job combines rewarding experiences, problem-solving, teamwork and learning—making it a career I truly love.”
Brandon feels a deep sense of responsibility to the entrepreneurs he serves. “The direct selling community is made up of individuals who are willing to bet on themselves—who choose the path of personal ownership, often in the face of uncertainty. I see my role as helping to clear a path for those individuals, giving them access to tools, resources and knowledge that can help them build something meaningful.”
LOGAN EMRY
DIRECTOR, BUSINESS
DEVELOPMENT
LOGAN EMRY HAS TRANSITIONED from saving lives as a firefighter and paramedic to changing them through the power of direct selling.
As Director of Business Development at Bravenly Global, Logan drives growth through strategic partnerships, operations management and sustainable expansion. A visionary leader, Logan oversees key pillars of Bravenly’s growth including supply chain operations, product projections and executive-level planning meetings. He is a true builder of systems, of people and of culture.
Whether streamlining processes for greater efficiency, brainstorming new ways to recognize team wins or initiating cross-functional collaboration, Logan consistently leads with both purpose and practicality.
As Aspen Emry, Bravenly’s Founder and CEO shared, “Logan makes sure that he shines his light on others around him rather than his own achievements. He has a way of looking at an obstacle from many different angles and bringing a variety of possible solutions to the table. Logan is a very strategic thinker and then takes action to get things done.”
Logan grew up in the industry and lists his parents as mentors and inspiration. And he is energized by all the possibilities the channel offers. “There aren’t many industries where anyone—regardless of background—has the tools to build something meaningful from the ground up. Watching people discover their potential; take ownership; and change their families’ futures never gets old.”
MASON EMRY
DIRECTOR, BRAND PARTNER SUCCESS
DIRECT SELLING is in MASON EMRY’S DNA. Both his parents built successful businesses in the industry. And, from an early age, Mason saw firsthand how direct selling can unlock potential, provide community and create real change.
In his role as Director of Brand Partner Success at Bravenly Global, Mason travels extensively to support Brand Partners as well as strategizes on recognition, promotions, incentive trips and other key initiatives. He oversees customer service and ongoing education, working to ensure the field always feels valued and heard. A student of leadership, Mason’s ability to connect, motivate and lead others with authenticity has earned him deep respect from both the field and corporate leadership.
“Mason leads with both heart and precision,” explained Aspen Emry, Bravenly’s Founder and CEO. “He is passionate about improving the brand partner and customer experience and is always looking for ways to streamline systems and implement AI-driven solutions. Mason doesn’t just support growth, he drives it.”
His love of direct selling is deeply rooted in his upbringing. “Some of my earliest memories are of crawling around under tables at meetings, listening to stories of transformation and success. That instilled in me a deep passion for helping others achieve their dreams and a lifelong belief in the power of this channel. The sense of community and support is unlike anything else.”
JAMIE LEE EVANS
REGIONAL DIRECTOR, NORTHERN EUROPE
FROM HER FIRST in-person event JAMIE LEE EVANS felt empowered by the energy and connection found in direct selling.
“The atmosphere was electric, filled with excitement, celebration and an undeniable sense of community,” she remembered. “It was unlike anything I’d experienced before, and it was clear that passion and connection were the driving forces behind everyone there.”
This enthusiasm for the channel shines through in her role as Regional Director for Juice Plus where she leads cross-functional teams spanning business development, marketing and events across multiple European markets, shaping global strategy and driving innovation.
As Gina Ghura, Chief Marketing Officer shared, “Jamie Lee brings a fresh perspective and thinking to all that she does. Her ability to foster new and modern social selling strategies has been key to evolving our business for growth.”
Jamie Lee’s passion for helping others discover their potential makes direct selling the perfect showcase for her strengths. “I thrive in environments where personal connections drive business, and direct sales blends that human element with strategic commercial impact.”
The secret to her success and her advice to anyone embarking on a direct selling corporate career is simple. “Stay close to the field. Building trust and empathy with the field will not only guide your decisions but also help you grow as a leader.”
JENNIFER FELDER ‑ SMITH
HEAD OF STRATEGY, FINANCE & HUMAN CAPITAL
JENNIFER FELDER SMITH ISN’T just participating in the evolution of direct sales—she’s helping to shape its future.
Jennifer serves as a strategic advisor to the Founders of Crunchi and sits on the executive team, leading cross-functional transformation across strategy, finance and people operations. Her work ensures that Crunchi’s strategic direction is both visionary and grounded. “Direct selling moves fast—that’s part of its beauty,” Jennifer explained.
But what truly sets Jennifer apart is her ability to blend traditional relationship building with contemporary business strategies. As Kelly Kruesler, Crunchi’s Founder and CEO explained, “She understands that while technologies evolve, the human connection at the core of direct sales remains its greatest strength. Over her career, she has consistently demonstrated the transformative potential of the direct selling channel while setting new standards of success.”
Even though the industry is at a crossroads, Jennifer feels the future is full of opportunity. “This industry has always been about transformation. And, right now, we’re at a unique inflection point. Consumer expectations are shifting. Technology is accelerating. And that creates a powerful challenge: how do we stay ahead of the curve while remaining grounded in purpose. That’s the work I love—helping to lead a company that asks bold questions, embraces change and is building a model that honors modernity and mission integrity.”
JERRY GOINS
DIRECTOR, MARKETING & TRAINING
JERRY GOINS BEGAN HIS direct selling career in the field and joined Novae in 2014 as one of its first 100 consultants. From the beginning, Jerry communicated regularly with corporate leadership, suggesting improvements to the website and customer experience.
Ultimately, this led to Jerry joining the corporate team, and his star has only continued to rise in this new, expanded role. Jerry has played a pivotal part in developing and implementing comprehensive training programs that have significantly improved distributor performance and retention. He also serves as a key liaison between corporate leadership and Novae’s distributor network and helps develop strategies that drive engagement and elevate the Novae brand.
Reco McCambry, Founder and CEO, nominated Jerry and calls his impact on Novae “undeniable.” As he explained, “As Director of Marketing and Training, Jerry has consistently exceeded expectations. His ability to learn and adapt quickly is unparalleled, allowing him to navigate challenges with ease and implement innovative solutions.”
Jerry’s journey from distributor to corporate executive has cemented his reputation as a true channel success story, and the uniqueness of the direct selling opportunity continues to fuel his success. “Everyone has the same 24 hours to balance work with experiencing the joys of life. Direct sales blends work with flexibility, helping people build a more intentional and meaningful lifestyle.”
VANESSA GOMEZ
GENERAL MANAGER, USA
ACCORDING TO VANESSA GOMEZ, direct selling democratizes opportunity. “If you show up with passion, discipline and a desire to grow, this industry will meet you halfway. For me, it’s been more than a job—it’s been a calling.”
Vanessa currently serves as General Manager for Immunotec in the US, where she leads national sales strategy, field development, growth initiatives and market expansion—all with a strong focus on empowering the Hispanic community.
“My role blends business leadership and human connection. I get to shape the future of our brand while staying closely connected to the consultants who bring our mission of wellness and happiness to life. Being a Latina woman entrusted with leading such a critical region has been both humbling and rewarding.”
It’s a role Vanessa is uniquely suited for. As CEO Mauricio Domenzain explained, “Vanessa is a powerhouse leader who has brought fresh energy, cultural insight and strategic vision to our North American business. Vanessa’s unique skill is seeing both the cultural opportunity and the business potential—and bringing them together with clarity and purpose.”
When asked her best advice for up-and-coming leaders in the channel, Vanessa’s wisdom rang true. “Care deeply. People won’t remember your title or your rank—they’ll remember how you made them feel. Lead with empathy, and the rest will follow.”
MARIA GORDOA CHIEF COMMERCIAL OFFICER
MEGAN GREGG
SENIOR COUNSEL
MARIA GORDOA RADIATES when she talks about direct selling. “At its core, this industry is for people who love to share, whether it’s an amazing product, an exotic trip, an unforgettable convention or a life-changing opportunity—direct selling is fun!”
That positivity is on full display in her current role of Chief Commercial Officer at JAFRA where she combines two decades of experience in the cosmetics industry with a strong background in business development.
Human Resources Manager Saira Henslee nominated Maria and noted, “Maria’s leadership style fosters inclusivity and empowers team members to excel, aligning with JAFRA’s commitment to creating a positive work environment. She truly stands out!”
Maria’s excited about where direct selling is headed, especially as it adapts to new technology, AI and changing consumer habits. “I think the industry has a big opportunity to grow even stronger as a community and become more digitally savvy, while creating real opportunities for people who value genuine connections.”
For Maria, the heart of direct selling is simple: “I’ve seen it again and again—this model gives people the chance to grow, connect and believe in themselves, just by sharing products they genuinely love. That’s what makes this industry so unique.”
MEGAN GREGG RECOGNIZES the impact Mary Kay has had on generations of women. “I remember my mom having light pink Mary Kay eyeshadow palettes in her makeup cabinet. But it wasn’t until I started doing research for my job interview that I understood the ingenuity of the business model. My passion stems from the desire not to change the channel, but to evolve it in a way that best serves the businesses of our independent beauty consultants.”
As Senior Counsel, Megan protects the Mary Kay business model for all independent beauty consultants. While this sounds straightforward, Megan is required to wear many different hats. Her greatest strength lies in her ability to identify avenues for modernizing the Mary Kay opportunity.
Naisha Covarrubias, VP of the Legal Division, praises Megan’s advocacy of the channel. “Megan embodies a rare balance of innovation and tradition, modernizing the channel while preserving the essence of what this industry was founded on—relationships. She consistently seeks new ways to elevate and modernize.”
Megan finds inspiration in the hard-working distributors who make Mary Kay’s success possible. “Entrepreneurship requires courage and grit—two of the most inspiring qualities a person can possess. I feel privileged to protect their current and future opportunities. They are my ‘WHY.’”
PETER GRISCOM
CHIEF OPERATING OFFICER
PETER GRISCOM HASN’T SPENT his entire career in direct selling—but he has spent his most fulfilling ones in the channel. “I’m in direct selling by choice because it’s about helping people chase their dreams.”
That’s what he does each day as COO at Mannatech—a role he views as being the person to clear the way for the rest of the team. “My job is all about keeping our operations and marketing running smoothly; simplifying processes; reducing waste and bringing in new processes, technology and people to help us perform at our best.”
His contributions have been game-changing for Mannatech—he’s implemented cutting-edge automation and harnessed the power of AI to drive efficiencies across the board from supply chain and logistics to marketing, sales and customer service. As CEO Landen Fredrick explained, “Peter is exceptional at solving complex, high-stakes challenges with a blend of technical expertise and creative problem solving. His strategic vision is matched by his ability to develop scalable, future-proof processes that support Mannatech’s global expansion.”
Peter believes the channel offers hope to people from all walks of life and all levels of experience. “I love how direct selling lifts people up and creates tight-knit communities where everyone roots for each other. Having led companies in other industries, I’m blessed to be in this space.”
LEA HERZ HEAD OF COMMUNICATIONS
LEA HERZ BECAME a part of direct selling because of the fair and equal opportunity the channel offers. “This is an industry where your success depends on your effort and dedication. Direct selling empowers people—that drew me in.”
The heart and soul of PM-International’s Communications and PR efforts, Lea’s played a pivotal role in the remarkable growth of the company’s social media presence and is the driving force behind the brand’s strong public image. Lea never misses a beat—she’s always available, always dependable and always ready to respond to any emergency with unwavering dedication.
That resiliency makes her an invaluable asset to Wojciech Foremnik, PM-International’s CMO. “Lea grows strongest when the challenges are toughest. She’s the one you can always count on during emergencies or when something needs to be defended with clarity and integrity. Her approach to direct sales is both modern and visionary, while still honoring the core principles that make this business so powerful.”
PM-International is growing fast worldwide, and Lea is excited for the opportunities ahead. “Working closely with our distributors and sharing their unique journeys has been a privilege and makes my work meaningful every day. I want to keep learning and help the company and our distributors make an even bigger impact.”
ALAN ROGERS KANTE CHIEF EXPERIENCE OFFICER
KRISTINA KAJIC
FOUNDER & CEO
BELLA GRACE’S FOUNDER and CEO KRISTINA KAJIC is an out-of-the-box maverick who looks to the future to create solutions that can be felt both inside and outside direct selling.
Kristina is living her dream—building a direct selling company that combines the best of traditional network marketing with the influencer model. “As CEO I’m privileged to create this vision for Bella Grace, and we continue to evolve as we grow,” she shared.
She is an innovative and resilient leader whose drive and determination inspires a motivated team. “She understands what still works for network marketing and isn’t hesitant to acknowledge what isn’t working. Her urgency for helping entrepreneurs succeed has prompted her to invest in equipping them through innovative products in the wellness space and digital arena,” Head of Sales Jenna Lang Warford explained. “Her vision requires grit—and she demonstrates that daily.” What excites Kristina? Bringing hope to others. As she shared, “We’ve recently launched in the EU, where I’m from, and this has been incredibly gratifying. Most Europeans haven’t been exposed to as much opportunity as those in the US. Knowing that I can bring financial freedom to so many is what keeps me going through jet lag, a full schedule of meetings and being a mom to two tiny future leaders.”
ALAN ROGERS KANTE’S CURIOSITY is boundless, ranging from microbiology to sci-fi, which fuels his imaginative approach to problem solving and product development. “My focus is designing an organization where motivation is sustainable; creativity is encouraged; and both performance and quality of life are valued.”
As Chief Experience Officer, Alan listens and synthesizes how team members, distributors and customers see, hear and feel the brand, ensuring SeneGence remains authentically relevant in a constantly evolving marketplace.
“I didn’t land in this role by chance,” Alan shared. “Joni Rogers-Kante has been apprenticing me since I was ten. From an early age, I was fascinated by the ‘why’ behind decisions—what drives trust, motivation and curiosity.”
That curiosity has made Alan an inspirational figure to the entire SeneGence family. As Cassie Chitty, Brand Marketing Director explained, “Alan combines sharp analytical thinking with creativity and emotional intelligence. His approach balances strategic innovation with genuine human connection, and his knack for decoding complex consumer behavior has driven SeneGence to launch products that truly elevate the customer experience.”
Alan has spent not just his adult life but his formative years in and around the channel, an experience that has shaped his career’s trajectory. “Leaders in direct selling are able to outgrow limitation; show up with consistency; and do the hard internal work—that’s deeply motivating to me.”
KATHERINE KUMMER DIRECTOR, GLOBAL COMMUNICATIONS
KATHERINE KUMMER’S WORK at Partner. Co represents what strategic communications leadership can achieve in direct selling.
In her role as Director of Global Communications, Katherine leads the strategy and execution of worldwide communications, including corporate messaging, social media, executive PR, recognition content, promotional campaigns and brand storytelling. She oversees a creative, agile team that brings Partner.Co’s mission to life across every channel and touchpoint.
Katherine’s leadership and commitment to innovation has made her indispensable to Vivian Chung-Patterson, Senior Vice President of Global Marketing. “Tasked with launching Partner.Co as a brand-new company, Katherine led the development of the brand voice, mission, values and external-facing culture, executing a seamless transition that energized existing Brand Partners while attracting top new leaders. Under her leadership, Partner.Co garnered over 101 awards in 20 months; established its executive reputation through industry features; and launched dozens of celebrated field and product education campaigns.”
Katherine’s unique talent lies in anticipating organizational needs and building communication strategies that inspire the field and drive measurable business results. She combines creativity with analytical rigor, leading a highperforming team that thrives on collaboration, innovation and excellence.
Her advice to other young corporate executives entering direct selling? Start with empathy. “The more you understand the people you serve—their hopes, dreams and struggles—the more impactful your work will be.”
MAYAM LILLARD
DIRECTOR, MARKETING STRATEGY
MAYAM LILLARD HAS FOUND that direct selling gives her the freedom to embrace adaptability, maintain an open perspective and just roll with the punches—something she encourages everyone to do when writing their own success story in the channel. “In this dynamic and constantly evolving industry, the capacity to pivot swiftly is essential.”
As the current Director of Marketing Strategy, Mayam spearheads both daily operations and long-term strategic vision across planning, creative development and execution. Her journey with JAFRA began in December 2018 as a Marketing Planner, and by proactively embracing opportunities, she’s progressed to Director.
Mayam’s skills and talents are huge assets to the company. As Maria Gordoa, Chief Commercial Officer explained, “Beyond her strategic brilliance, Mayam is a collaborative leader who listens, adapts and empowers those around her. She brings a balanced mindset of creativity and precision, making her an invaluable asset to JAFRA’s growth and future.
Mayam sees a bright future ahead for herself and is incredibly motivated to succeed. “The opportunity direct selling provides for individuals from all walks of life to forge their own success and define their own path is incredibly inspiring. Engaging with our field consistently leaves me energized and deeply committed to providing them with the highest quality products and the most empowering opportunities in the market.”
ERNST LUNDBERG
SENIOR VP & GENERAL MANAGER, MEXICO
JESSE MCKINNEY
CO FOUNDER & CEO
WHEN ERNST LUNDBERG LOOKS back on his choice to join Oriflame in 2021, he considers it his best professional decision so far. “It opened up a whole new world of purpose-driven work and meaningful impact.”
As Senior Vice President and General Manager of Oriflame Mexico, Ernst’s role is to define and execute the strategic direction of one of the company’s largest and most dynamic markets. He’s had the opportunity to work across multiple areas of the business including sales, strategy and business development.
But even more impressive is the spirit of teamwork and fun Ernst brings to the Oriflame table. As Niclas Palmquist, Chief Commercial Officer, explained, “With a big heart and even bigger ideas, Ernst brings creativity into every corner of the business, turning challenges into chances to shine. Ernst always brings authenticity, energy and a touch of magic to everything he does.”
Ernst most enjoys the variety and balance the industry offers. “One day you’re deep in strategic planning in the office. The next you’re out in the field, connecting with brand partners. That keeps the work dynamic, meaningful and constantly inspiring.”
And while Ernst loves the industry, it’s clear the industry loves him right back. As Niclas shared, “Ernst is the kind of person who makes the work feel like more than just a job.”
RED ASPEN’S ORIGIN STORY represents a dream fulfilled. It’s the brainchild of Co-Founders JESSE MCKINNEY, Genie Reese and Amanda Moore who built the company from the ground up.
In her role as Co-Founder and CEO, Jesse leads the strategic vision of the company, working closely with her team to bring innovative beauty products to market through Red Aspen’s community of brand ambassadors, empowering them to be the best versions of themselves.
But Jesse’s greatest strength isn’t the fact that she is a leader—it’s the type of leader she’s become. “Jesse is genuinely so kind and thoughtful,” shared Amanda Hammond, Creative Senior Director. “She’s makes you feel truly seen, appreciated and heard.”
Jesse’s affinity and compassion for people make her an ideal leader for a growing direct selling company. “I was immediately drawn to the way direct selling blends personal connection with entrepreneurial opportunity. I believe in the magic of peer-to-peer selling and the deep community it creates.”
While Jesse’s journey is uniquely hers, it also provides a blueprint for others. “I got here with a mix of gut instinct, grit and an unwavering belief in the power of female entrepreneurship. We founded Red Aspen with a mission to inspire women to stand up, stand out and stand together—and that mission continues to fuel everything we do.”
ALEXANDRE NOEL
EMEA BUSINESS DEVELOPMENT DIRECTOR
WHAT MAKES DIRECT SELLING unique is also what speaks the most to ALEXANDRE NOEL. “In our industry, success comes not just from strategy, but from empathy, authenticity and a deep respect for the entrepreneurial spirit.”
We all know direct selling is—at its core—a people business. Alexandre enjoys the opportunity to work with people as they seek personal and professional growth. “It’s incredibly fulfilling to help others reach their goals and create success on their own terms.”
Alexandre achieves this as EMEA Business Development Director (Europe Middle East Africa) at LifeWave where he is responsible for identifying and supporting new and existing business opportunities across the region. His primary focus is on developing strategic partnerships and expanding market presence.
Forward thinking, dependable and deeply engaged, Alexandre is on track to become one of the channel’s next generation of leaders according to Claudia Harteneck, VP of European Sales. “Alexandre has a natural ability to inspire and plays a pivotal role in guiding LifeWave through an evolving marketplace. His charm—and his French accent—makes Alexandre a pleasure to work with and a trusted mentor for others.”
LifeWave is thriving, and Alexandre knows he has found his professional home. “I’m proud to be a part of this momentum and look forward to contributing even more as we expand our presence across EMEA and beyond.”
LUCIA PALACIOS
FIELD TRAINING MANAGER
LUCIA PALACIOS HAS ALWAYS been committed to helping others—her career in direct selling is a natural extension of that. “Growing up, I saw women around me use direct selling to achieve their goals and contribute financially to their households. It left a lasting impression on me. I’ve seen this channel change lives.”
In her role as Field Training Manager with Princess House, Lucia plays an active part in harnessing the power of direct selling. She develops, launches and presents training strategies, including a shift to a new back-office platform, the launch of Princess House Mexico and a new consultant onboarding experience.
Maricarmen Perales, National Sales Director praises Lucia’s ability to deliver beyond expectations while cultivating a positive, solution-oriented work environment. “Lucia champions simplification— not as a buzzword, but as a powerful method to drive clarity, efficiency and results. Lucia is not only a consistent high performer but also a force multiplier, elevating those around her with her collaborative spirit and inclusive leadership style.”
Lucia demonstrates this in the deep passion she feels for the industry. “Direct selling empowers women of all backgrounds to pursue their dreams.
I’m proud that Princess House has impacted the Hispanic community with its opportunity. I’m inspired by it on a personal level, and that fuels my commitment to helping others achieve their dreams.”
GENIE REESE
CO-FOUNDER & CHIEF STRATEGY OFFICER
GENIE REESE HAS ALWAYS had a passion for product innovation and brand development and feels fortunate to be able to do what she loves every day as Co-Founder and Chief Strategy Officer at Red Aspen.
“I lead our Product and Creative teams at Red Aspen, where I get to blend strategy and storytelling to create meaningful brand experiences,” she shared. “My role has evolved as Red Aspen has scaled. It’s been a journey of bold ideas, fast pivots and relentless growth—and I wouldn’t trade it for anything!”
It’s a role that is tailor made to Genie’s strengths. As Amanda Hammond, Creative Senior Director, explained, “Genie’s dedication to product strategy, supply chain operations and creative branding has allowed Red Aspen to grow tremendously in a short amount of time. Genie continues to be a driver of growth and development amongst the internal team at Red Aspen alongside her Co-Founders Jesse McKinney and Amanda Moore.”
Genie grew up on the periphery of direct selling and has always believed in the power, potential and purpose of the channel—and that belief is at the heart of Red Aspen’s mission. “It’s not just about beauty products—it’s about building confidence, independence and community. Helping women write new chapters in their lives? That’s the work that fills my soul.”
LAURA RIVET
HEAD OF SALES
LAURA RIVET KNOWS that there’s never a boring day in direct selling. “I’m inspired by the people, the diversity and the dynamics. I love seeing people realize their own potential and step into leadership roles they never imagined for themselves. It’s very fulfilling.”
It’s something she gets to do every day in her role as Head of Sales for Eqology. Laura leads sales strategy and works closely with both field leaders and the corporate team to drive growth, engagement and momentum. Her role bridges strategic planning with people development as she helps distributors grow their businesses.
CEO Roar Arnstad has come to rely on Laura’s expertise and enthusiasm. “Laura has many years of experience in the direct selling channel and has been Head of Sales at Eqology for six years. She works closely with top network leaders to facilitate strong bonds between corporate and the field. We’ve also come to rely on her preparation and execution of field events, which she handles flawlessly. Laura is truly an integral part of our success.”
Laura has found a home in direct selling, and it’s one she cherishes. “Being a part of direct selling feels like being a part of something bigger than yourself. What makes this industry special is the visible impact we can make in people’s lives. That inspires me every day.”
SANITA RIZVIC
DIRECTOR, MARKETING & BRANDING
WHEN ASKED WHAT drives her, SANITA RIZVIC said, “Why follow trends when you can set the standard?” It’s this mindset that has strengthened Immunotec’s footprint and created a brand consultants can proudly represent.
As Director of Marketing and Branding, Sanita leads the strategy behind how Immunotec presents itself to the world—from the campaigns they launch to the experiences they create for customers and consultants. “My job is to ensure that every moment with our brand feels intentional, inspiring and true to who we are,” Sanita explained.
CEO Mauricio Domenzain heralds Sanita as the driving force behind how Immunotec tells their story. “Sanita believes that branding requires a seat at the table—and because of that, brand has become an active voice in shaping company direction, customer and consultant experience and product development. She’s forever curious—never afraid to question, understand and challenge past narratives in pursuit of something better. That mindset has pushed the brand—and all of us—to not only fit our industry but to help reshape it.”
Playing a role in the future of the channel is something Sanita finds inspiring. “My goal has always been to show the world that direct selling is not just relevant—it’s resilient. It’s a modern, personalized approach to doing business that prioritizes relationships. And that’s something worth building the future on.”
GUILLEM VIDAL ROCA
FIELD COMMUNICATIONS DIRECTOR
ACCORDING TO GUILLEM VIDAL ROCA, it was love at first sight when he discovered direct selling. “The methodology, values, mission and vision that InGroup brings to the world is unmatched. I can’t compare it to any other opportunity.”
In his current role as Field Communications Director, Guillem’s main priority is to be a conduit between corporate and field. His mission is to help grow the sales force and partner with them to increase production and sales in all Spanishspeaking markets.
It’s a position where Guillem sees amazing potential for momentum and growth. “We are in a very sweet spot and will undoubtedly position ourselves as a billion-dollar company soon. I look forward to supporting our sales force for decades to come.”
Guillem was nominated by Doug Corrigan, Chief Marketing Officer, who has come to rely on his drive and professionalism. “Guillem is an effective, love-centered leader who brings strong diverse professional experience to the channel,” Doug shared. “His adaptability, accessibility and calm temperament earn consistent praise from both the field and corporate teams.”
When it comes to what the channel has to offer, Guillem is grateful. “Direct selling has helped me reach goals in all aspects of my life—financially, personally and professionally. The opportunity is in your hands—it’s up to you to move from ordinary to extraordinary.”
JULIA SANTOSUOSSO
PROGRAM MANAGER, GLOBAL SOCIAL IMPACT
JULIA SANTOSUOSSO EPITOMIZES this powerful quote from Mary Kay Ash: “I’ve often said that we are doing something far more important than just selling cosmetics; we are changing lives.”
Julia leads Global Social Impact Programs under the umbrella of “Pink Changing Lives,” designed to elevate Mary Kay’s philanthropic legacy and enhance its corporate reputation worldwide. Mary Kay has donated $230M globally benefiting over 3,300 organizations and serving over four million women and families. Julia also manages Domestic Violence and Cancer Research grant programs as well as strategy and day-to-day operations for the Mary Kay Ash Foundation® in the US. Finally, Julia advances Mary Kay’s “Young Women in STEM” program helping young women pursue their dreams around the globe.
But, as Virginie Naigeon-Malek, Corporate Communications, CSR and Sustainability explained, Julia is far more than a list of accomplishments. “Julia balances hard and soft skills like no other. She is humble—a leadership trait often overlooked. And she’s always consistent and dependable, building her professional reputation by providing amazing customer service.”
Julia genuinely cares about others’ journeys and successes. When asked what she loves most about direct selling, she replied, “Empowering women. Whether she starts a business for supplemental income, flexibility, a sense of purpose or community—direct selling allows women to cultivate success in a way that works at any stage of life.”
HOPE SHORTT DIRECTOR, SALES & FIELD DEVELOPMENT
HOPE SHORTT IS EXCELLING in her corporate role but will never lose sight of where she got her start. “No matter how far I grow, or what seat I take, my roots will always be in the field. That perspective fuels everything I do. I believe it’s key to building something truly sustainable and impactful.”
Hope serves as the Director of Sales and Field Development at Jordan Essentials, where she focuses on building field-driven strategies that grow sales, strengthen leadership and enhance communication.
“This role is deeply personal to me. My journey started in the field, where I spent over 15 years as a top-ranking consultant and team leader. That gave me a front-row seat to both the magic and the challenges of direct selling. Now I get to bring a unique perspective to the table—one rooted in real field experience and fueled by a deep belief in the power of this channel.”
Founder and CEO Nancy Bogart considers her a game changer for her field. “Hope has stepped into her corporate role with a deep understanding of what consultants truly need to succeed. Since her arrival, she has driven double-digit growth, introduced innovative tools like texting parties and inspired our field with practical, modern approaches to growing their businesses. Hope doesn’t just lead with skill—she leads with soul.”
DAVID SIERRA
GENERAL MANAGER, MEXICO
DAVID SIERRA DISCOVERED direct selling in college, but what started out as a student job quickly became a meaningful career. “I began to learn about the model; the quality of the products; and— most importantly—the incredible people behind the business. This industry changes lives, empowers families and gives people the tools to chase their dreams.”
As General Manager Mexico, David is responsible for the overall operations of the business, including sales, marketing, finance, logistics, procurement, R&D and IT. His role includes challenging the status quo; identifying opportunities and risks; building clear strategies; and prioritizing the investments and actions that impact the business.
David was nominated by Lorena Maraboto, Human Resources Director, who values his strong leadership qualities. “David inspires people. His approach is to get the best of every person and situation. He’s an outstanding leader.”
It’s a role David is comfortable leaning into. “More than anything, I see myself as a coach—someone whose job is to unlock the potential of others.”
Direct selling has given David a sense of purpose and fulfillment that he hopes to share. “I believe there are three guiding principles in direct selling. If you dream big, give your best and always aim to do good—you won’t just build a great career, you’ll build a life with purpose and meaning.”
HANIEH SIGARI FOUNDER & CEO
HANIEH SIGARI EMBODIES a deep-seated commitment to fostering community, empowering entrepreneurship and championing the idea that everyone has the potential to rewrite their personal narrative. In her view, direct selling is not merely a business model but a vehicle for transformation.
As the Founder of EllieMD, Hanieh guides the company’s mission to shift from a reactive “sick-care” model to one grounded in prevention, healing and human connection. It’s a very personal mission for her—one that began when she was a girl.
Hanieh lived in a neighborhood filled with elderly residents who quickly became her best friends. But unfortunately, she began losing them one by one. “That kind of grief leaves an imprint,” Hanieh explained.
It led her to study biochemistry and gerontology, ultimately building a home-care company for Alzheimer’s and dementia patients. Eventually, Hanieh realized you must start sooner—with prevention, education and access. “That’s what led me to launch one of the first personalized telehealth skincare companies and later EllieMD, a longevity company built on science, soul and the strength of community.”
After spending years inside the healthcare system, Hanieh believes the greatest medicine is empowerment—when people are educated, supported and seen. Hanieh’s vision motivates her team to follow her inspirational lead. As CSO Jennifer Harmon shared, “Hanieh’s an innovator, emotionally intelligent and leads with her heart.”
KATELIN SPIELMAKER
DIRECTOR, LEADER GROWTH SOLUTIONS
AS THE DAUGHTER of entrepreneurs, KATELIN SPIELMAKER witnessed firsthand the heart and soul that it takes to build something from the ground up. “I watched my parents pour their energy into creating a better future for our family, and I carry that perspective with me every day. It’s why direct selling inspires me so deeply—I see that same spirit in the Amway IBOs I work with.”
In her role as Director of Leader Growth Solutions, Katelin leads a team of account managers who partner with IBOs to drive sustainable growth. She has a knack for motivating, building trust and developing deep relationships. Whether it’s tough conversations or celebratory conversations, she’s constantly helping others move forward more effectively through her actions and words.
Katelin never sees problems—only solutions. “Her emotional intelligence is off the charts,” shared Andrew Schmidt, Regional Manager, West Markets. “She constantly builds others up, creating joy in the lives of so many people through her positive and giving personality.”
Katelin believes leadership is about being authentic in every interaction. “To me, this means being dependable, showing you care and owning your responsibilities. Celebrate the wins with your team and be there to support them through challenges. When you lead with empathy, you build trust, and that’s the foundation for meaningful impact and growth.”
EVA STENSLAND
DIRECTOR, GLOBAL CATEGORY
MARKETING
EVA STENSLAND DISCOVERED direct selling when she joined Juice Plus in 2021. She was immediately drawn to the strong sense of community and entrepreneurial spirit of the channel. “The channel offers a completely different way to approach consumer engagement and brand building. I’ve become a true advocate for direct selling.”
As Director of Global Category Marketing, Eva leads the innovation and portfolio strategy across multiple markets. She brings discipline and clarity to the product marketing team and most recently played a critical role in bringing the new Juice Plus Superfood Powder to market.
Eva is building and growing a strong team and serves as a mentor with a can-do approach that encourages and inspires all those around her. As Gina Ghura, CMO explained, “Eva has made a profound and measurable impact since joining Juice Plus, most notably since being promoted to her current role. Her ability to toggle between multiple business critical projects is unmatched.”
Although new to the channel, Eva would encourage anyone thinking about a corporate career in direct selling to take the plunge and offers the following advice, “Stay curious. Take the time to understand the channel, the people in the field and the customers they serve. Listening to their stories, challenges and needs will help you deliver brands and products that make a difference in their lives.”
TATIANA WEGZYN
COMMERCIAL PARTNERSHIPS MANAGER
TATIANA WEGZYN IS A travel industry veteran but new to direct selling. Joining inGroup and the channel has been a boost to her personally and professionally. “This is more than a perfect fit. inGroup aligns with my passion of helping people expand their horizons and explore the world.”
As the Commercial Partnerships Manager, Tatiana creates, maintains and broadens relationships with existing and potential cruise lines, hotels and other strategic travel sourcing partners. But Tatiana’s talents go beyond a simple list of responsibilities. “She’s truly a rising star in our company,” explained CMO Doug Corrigan. “A natural at the front of the room, she brings confidence, presence and high standards to every engagement. Tatiana is also vibrant and fun—she exudes joy and energy.”
Although this is Tatiana’s first job in the direct selling space, she has quickly discovered everything the channel has to offer. “The most exciting and fulfilling part of direct selling is the ability to impact millions of lives and open the doors to travel for people from every corner of the planet.”
Tatiana has found a home in direct selling and she’s looking forward to the future. “I’m excited to not only grow in my role and company, but also continue to travel the world, experience various cultures and meet inGroup members from every corner of the globe.”
STEPHEN WHITWELL VICE PRESIDENT, FIELD DEVELOPMENT
WHETHER HE’S CRAFTING field strategies, coaching leaders or championing new initiatives, STEPHEN WHITWELL leads with empathy, clarity and unwavering positivity. “I have made it a personal mission to grow and develop myself into the best leader I can be.”
In his role as VP, Stephen leads the NeoLife Field Development and Events Team in North America and Europe. He is responsible for field activities, recruiting, incentives, events, trainings, recognition and overall leadership of the distributor base. Along with leading the field, Stephen is also tasked with growing, developing and leading the internal Field Development Team.
Stephen shows up for his teams—both internal and external—every day with enthusiasm. “He exemplifies everything you’d want in a next-generation leader,” shared Kendra Brassfield, CEO. “Stephen brings a remarkable work ethic, a contagious spirit of optimism and a leadership style that uplifts and encourages everyone around him. His impact goes far beyond performance metrics. It’s felt in the energy he brings; the trust he builds; and the culture he helps create.”
A profound respect for the field and deep belief in direct selling are the two traits that motivate Stephen to give his all. “Distributors need the best from us each day, so they can have the best opportunity for success. That’s what they deserve. I’m so proud to be a part of direct selling.” DSN
EVERYTHING
we think you (and your field) should be reading, listening to and utilizing in order to stay engaged, informed and one step ahead.
BY CHELSEA HUGHES
PODCAST / Build with Leila Hormozi
Entrepreneur, investor and philanthropist Leila Hormozi is a master builder. After founding and scaling four businesses to $120M+ in cumulative sales over a four-year period, she found a passion in helping other business owners scale up, too. Now nearing $1B in annual revenue across a variety of industries, Hormozi’s successful business ventures prove that her strategies work. In her highly rated podcast, she shares valuable lessons to help other CEOs create unshakeable businesses.
AI TOOL / Notion
As a workspace that works for you, Notion is one place where your teams can find every answer, automate busywork and get projects done. Trusted by notable cutting-edge brands like OpenAI and Volvo, Notion offers AI-driven meeting notes, email, enterprise search, project management, goal tracking and more. Notion provides a one-stop-AI-shop that cuts down on the number of tools and apps your team utilizes, greatly streamlining workflow and allowing your business to scale faster.
VIDEO / TED Talk: Why Good Leaders Make You Feel Safe
BY SIMON SINEK
What makes a great leader? In this thought-provoking TED Talk, bestselling author and management theorist Simon Sinek argues that great leaders prioritize their people’s wellbeing—even at their own expense. A safe and secure environment is effectively created by putting the team’s needs first, which in turn, builds loyalty. Sinek posits that leadership is a choice, not a title, and making others feel safe inspires full commitment to the team.
“ Always stand on principle, even if you stand alone. —JOHN ADAMS
Life of Your Dreams: How to Take Your Family, Fun and Financial Freedom
to a Whole ‘Notha Level
BY MARK PENTECOST
From coach to self-made billionaire, It Works! founder Mark Pentecost is living the life of his dreams. In his new book, Pentecost outlines the exact roadmap he used to become an incredible success story to help readers live their dream life, too. Without using hype or theory, he shares hard-earned wisdom that’s as practical as it is inspiring. Pentecost’s easy-reading, actionable advice aims to take the reader from surviving to thriving.
COURSE / Alison
Alison is an online learning resource offering high-quality courses and education services. Its clean, easy-to-use interface allows the student to filter through content and learn to their heart’s content— for free! Classes cover a wide range of subjects, including business, personal development, sales and marketing, management and even various languages. The site also includes free assessments, including a well-being checkup, personality test and aptitude test—a great starting point on the road to personal development.
SOCIAL MEDIA INFLUENCER / Dan Martell
As a WSJ bestselling author, serial entrepreneur, angel investor, founder, business coach, athlete and sought-after speaker, Dan Martell worked his way up from the bottom. From time in jail as a teen to being named one of “Forbes Top 10 Business People to Follow on Social Media,” Martell’s life has come full circle thanks to his incredible tenacity. Active on all social platforms, Martell’s practical advice and wisdom will give any entrepreneur a shot in the arm. DSN
100K+ Views & Downloads & Still Growing Strong
THE DIRECT APPROACH WITH WAYNE MOOREHEAD CANDID AND INSIGHTFUL CONVERSATIONS ABOUT TODAY’S EVOLVING CHANNEL.
SINCE LAUNCHING in June 2021, the Direct Approach podcast has been providing direct selling executives an in-depth look at the biggest challenges facing the channel—and unique solutions for tackling them.
Wayne and the rest of the DSN family would like to thank our growing audience and the 100+ executives and guests for their candor and participation.
MEET THE HOST Wayne Moorehead has deep experience in marketing and brand strategy. He has applied his expertise and passion to help companies (from startups to Fortune 100) define, communicate and activate their brands. Wayne’s rare blend of experience and success has shaped his philosophy on effective growth strategies, and he believes the future of the channel will blend the best of direct selling with the best of direct-to-consumer.
[ EPISODES 103 ‑ 104 ] Bravenly’s Meteoric Rise with Aspen Emry / Founder & CEO of Bravenly Global
IN ORDER TO LEVEL UP, we are always looking for the right thing for the field. It’s one right thing at a time, one right decision at a time.
[ EPISODE 106 ]
From Skeptic to CEO: One Executive’s Disruptive Path to Reinventing Direct Sales with˛Ørjan Sæle / CEO of Zinzino
WE EMBRACE CHANGE. We will always look to improve the product. We will always look to improve the comp plan. That is change.
The AI Advantage with Peter Griscom, / COO for Mannatech, Gareth Hooper, CIO for Sunrider & Patrick O’Neill, COO for eXp Realty
AI PROVIDES A BETTER EXPERIENCE. It speaks their language. It shortens hold times. It’s available 24/7. No need to staff up on weekends.
Scientific Officer
WE’RE TEACHING THEM to have a real hybrid business. There’s not just one way to do it. It’s the way that works for you and your customer.
NEVER MISS AN EPISODE—2025 is becoming another year of insights, tips, takeaways and action items from some of the most notable names in the channel. If it’s impacting direct selling, Wayne and his guests will be talking about it on the Direct Approach. New episodes drop every other Thursday—make sure to subscribe!
Subscribe to the Direct Approach Today.
Billion Dollar Brand Builder & Community Marketing Strategist / SHIFT Podcast Host
The SHIFT podcast, hosted by Blake Mallen, sets a bold new standard for excellence in direct selling. It’s a community and platform from a trusted source where top performing distributors can share their stories to motivate and inspire micro-entrepreneurs across the globe.
The SHIFT not only helps your existing distributors grow as people, it can help you grow in numbers! We talk about what’s working today, empowering your field with the right tools and the right mindset to finally make The SHIFT!
2025 is bringing even more SHIFTS— packed with new momentum, new ideas and new perspectives! We’re giving you the power to shine a spotlight on today’s trailblazers and power players by using the QR code to nominate your top performing field leaders.
TOP 100 in US*
TOP 50 in Canada*
50K+ views & downloads
*IN ENTREPRENEURSHIP PODCASTS
5 ‑ STAR REVIEWS!
“A *MUST* podcast for any entrepreneur looking to level up in business.”
“All the gas you need to set fire to your business!”
“Modern twists on traditional selling dynamics!”
“Golden nuggets of tips, strategy and encouragement!”
Listen on your favorite platform and visit ShiftPodcast.com to share with your community.
Scan the QR code to nominate a field leader for the SHIFT podcast.
BLAKE MALLEN
WATCH FOR NEW EPISODES!
GARRETT MCGRATH
DAN MCCORMICK
JENNIFER JONES
ROBIN PACKARD
WES LINDEN
ANDREA GEBHARDT
MARY KAY KEMPER
SARAH ROBBINS
GREG & LENIKA SCOTT
THOMAS TIDLUND & DONNA JOHNSON
SARAH BJORGAARD
ELLEN LUDWIG
GLORIA MAYFIELD BANKS
NICK MARTINEZ
BRIAN CARRUTHERS
TRISHA DEMING
JOHN TSAI
JESSICA LOFTIS
DOUG & THEA WOOD
DSU FALL 2024 SHIFT PANEL
JORDAN ADLER
ADA CABALLERO
STEVE & GINA MERRITT
ANTHONY NAPOLITANO
BETSEY BISHOP
SARAH ROBBINS & MELANIE MITRO
RICHARD BLISS BROOKE
TAMARA SWEASY
DSU SPRING 2025 SHIFT PANEL
ROB SPERRY
INTERNATIONAL FOCUS /
B e Fra : Betterware and JAFRA’s Visionary New Home
BY JENNY VETTER
U+NITING TWO DISTINCT
COMPANIES IS NEVER AN EASY TASK, especially when the two companies offer very different products. But when Betterware acquired JAFRA in 2022, the company chose to forge a new path and create a strong, forward-thinking home that could empower both brands to do what they do best while finding commonalities and efficiencies to help each company thrive. Within BeFra, Betterware and JAFRA are growing, expanding and reaching more customers than ever before.
FOUNDED: 2001
HEADQUARTERS:
Guadalajara, Mexico
TOP EXECUTIVES:
Andres Campos / President & CEO BeFra Group
Santiago Campos / Managing Director Betterware Mexico
Pilar Sanchez / Managing Director JAFRA Mexico
PRODUCTS:
Home Solutions, Beauty
THE DECISION TO ACQUIRE JAFRA IN 2022 WAS THE CATALYST FOR BETTERWARE TO TRANSFORM INTO SOMETHING NEW—something that would honor the legacy and success that both companies brought to this new union and also set the stage for future growth. While the Betterware brand continues to thrive, in early 2024, the company chose to step into a new era as BeFra, symbolizing the integration of Betterware and JAFRA. BeFra functions as a house of brands, celebrating the unique companies within it, connecting consumers to the brands they know and love and remaining open to the possibility of adding new, exciting brands to the family. While the two brands operate in different categories, bringing them together with a common vision and purpose has allowed both to grow tremendously in recent years. Prior to the acquisition in 2022, JAFRA had experienced 15 years without growth. But once the Betterware business model was implemented, JAFRA experienced double-digit
“
We make it easy for everyone to start selling fast with no investment, because that’s what we’re about: creating opportunities for everyone .
SANTIAGO CAMPOS / Managing Director of Betterware Mexico
growth in 2023 and 2024 with a year-over-year increase of 13 percent in net revenues in 2024. Betterware Mexico has doubled its net revenue and salesforce since 2019, growing steadily despite post-pandemic home products market volatility.
BeFra President and CEO Andres Campos believes this growth is rooted in the same priorities that set BeFra and its brands apart from competitors both within and outside the direct selling space.
“We think that the brand and the product is the number one important thing,” he explained. “Because in the end, that final consumer must be completely excited and satisfied with the experience of our brands. The second thing that I think has set
us apart is the way we manage our relationship with our leaders and sellers, and how we empower them. We think there’s huge potential for person-toperson selling. You just need to know how to evolve the salesforce—but that doesn’t mean getting rid of the old ways, it means evolving the fundamentals. And, thirdly, to achieve this, we invest heavily in research, technology and business intelligence to become relevant as a brand to the consumer and relevant as a channel to the seller. Going forward, we know that’s what will keep making us different. We’re doing the same we’ve been doing for more than 20 years, but now we’re doing it on a larger scale and in other categories.”
Currently, BeFra is home to more than 1.1 million Distributors and Associates across the Betterware and JAFRA sales fields. The team has worked to share best practices and strategies from one company to the other, but each company operates independently. One important commonality they share is the ease of starting and operating a business.
“We make it easy for everyone to start selling fast with no investment, because that’s what we’re about: creating opportunities for everyone,” said Santiago Campos, Managing Director of Betterware Mexico. “We want you to start selling and to have that sale be fast and easy without an investment.”
ONGOING TRANSFORMATION
Evolution has been a constant in what Andres calls the “transformative space” of the last several years with more years of change to come. The past five years have seen a steady stream of transformation for the company—from privately owned brand to public company to corporate group to international powerhouse. The three guiding priorities of consumer, salesforce and investment ripple with transformation, as the BeFra team brings fresh vision to the group’s current season.
Both BeFra brands serve consumers with high quality, yet affordable products that improve the quality of their lives through home solutions and beauty. As the group looks to the horizon, the leadership team envisions housing additional brands that align with the same consumer focus, through both acquisition and organic growth.
The team is actively evolving the relationship of the company with their salesforce, while remaining a person-to-person business opportunity. But Andres and the team believe that person-to-person selling has huge potential to grow and change just as retail and ecommerce have evolved to meet constantly changing consumer preferences.
We are very close to reaching one billion USD in net revenue, and we think that reaching that milestone will allow us to achieve explosive growth .
ANDRES CAMPOS / BeFra President & CEO “
This vision aligns with broader trends in the gig economy, which continues to expand rapidly across Mexico, Latin America and the United States. As more individuals seek flexible, independent income opportunities, the rise of platform-based work and entrepreneurial sales models is creating fertile ground for innovation in how companies engage and empower their salesforce.
“I think affiliate or social selling is a very clear path of evolution to the future,” shared Pilar Sanchez, Managing Director of JAFRA Mexico. “The legacy model is naturally evolving towards that, and naturally our direct sellers are already doing it. What we do is enable them. We let them; we allow them; we empower them to do whatever they want to be out there.”
BeFra’s investment approach is evolving to focus on three key pillars: innovation, technology and business intelligence. Investment in all three areas will not only support BeFra’s brands but the Distributors and Associates themselves.
UNLIMITED POTENTIAL
2025 is a year of celebration for BeFra. It marks the 30th birthday for Betterware Mexico; the fifth anniversary of the company going public; three years since the JAFRA acquisition; one year since BeFra was created; and one year since the group officially launched its international expansion strategy.
These anniversaries further celebrate BeFra’s ongoing transformation, as the group achieves milestones in the context of future growth—because there’s so much more to come. The team sees tremendous opportunity in the US specifically and
considers the US market the number one market for direct selling—even more so with the explosion of gig economy opportunities that highlight the demand for extra income. While BeFra has started with the Hispanic market in the US, the team will be targeting all demographics, hoping to reach everyone looking to build a great business.
“We are excited about this next level of growth,” Andres shared. “We are very close to reaching one billion USD in net revenue, and we think that reaching that milestone will allow us to achieve explosive growth. We think that we have the correct model and the correct mindset. This will not only be a great opportunity for investors, but it will have a very big impact on many people, which is the most important thing for us. Our business creates great opportunity for people who need an extra income.” DSN
Policy Battles Are Heating Up This Summer.
Our Upcoming Programs Will Prepare You for What’s Next.
At DSA, we know the fight for direct selling doesn’t end when a legislative session adjourns.
That’s why our fall education programs are designed to carry the momentum forward— empowering executives, compliance teams, and sales leaders to navigate the shifting landscape with clarity and confidence.
Direct Selling Day on Capitol Hill
September 17, 2025
Social Media Day Field Edition
September 30, 2025
Direct Selling Certified Professional Certification Program
November 10, 2025
DSA Legal + Regulatory Conference
December 9, 2025
When Misconceptions Become Policy
SINCE JOINING DSA
EARLIER THIS YEAR, I’ve had the privilege of witnessing the strength and spirit that define this industry. But as we turn into the second half of 2025, we’re facing a reality that calls for more than admiration—it demands action.
In the past two months, we’ve seen a troubling pattern emerge: misconceptions about direct selling are not just appearing in editorials—they’re being codified into law.
A new book, Little Bosses Everywhere , has painted our industry with a cynical and outdated brush. It misrepresents the people who drive this channel— people who seek flexibility, purpose and economic empowerment—and instead casts them as victims of a model it clearly doesn’t understand.
That misunderstanding is now mirrored in proposed legislation. In Delaware, House Bill 162 advanced out of committee despite containing some of the most impractical requirements we’ve seen. If enacted, this bill would not only cripple direct selling in Delaware—it would invite copycat efforts elsewhere.
DAVE
CEO of the US Direct Selling Association
In California, we’ve worked swiftly with member companies to address a separate but equally serious threat. The Private Attorneys General Act (PAGA) has become a tool to target businesses over worker classification. In response, DSA helped develop statutory language that protects legitimate independent contractor relationships and affirms the unique nature of our model.
This is what defending the channel looks like. It means confronting bad narratives and bad policy. It means being in the hearing rooms; in the legislative offices; and on the record with solutions. And it means preparing our companies—through shared insights, compliance leadership and executive education—to make an unimpeachable case for who we are and how we serve.
We are not simply reacting—we are organizing. We are not just defending— we are shaping the future of this business model. The next chapter of direct selling will not be written by critics. It will be written by us.
Let’s keep going. DSN
#COMMUNITY #STRONGERTOGETHER
GRIMALDI
DSN’S MISSION is to support and serve the channel through journalism and advocacy. That mission is made possible thanks to the generosity of our Supplier Members. Thank you for continued support and dedication.
Businesses Supporting Your Business
LOOKING TO BECOME more efficient and effective? Consider bringing in an outside resource and relying on their expertise. The companies on the following pages are proven partners to direct selling companies. They understand the challenges you face—and have the experience and expertise to help you solve them.
LPT
901 Sam Rayburn Hwy Melissa, TX 75454 sales@lpt.io lpt.io
LPT is a payment platform designed to support direct selling companies globally. Our services include: Global connectivity to 150 countries in 50 currencies, including direct connectivity to most alternative payment types, secure tokenization, customized fraud solutions, including our proprietary Fraudhawk™, advanced reporting tools, and online dispute management.
PAYQUICKER
400 Linden Oaks, Suite 320 Rochester, NY 14625 844-258-3006 payquicker.com
PayQuicker is the leading global payout provider to direct selling organizations. Instantly make secure and compliant payouts to your field in local currency across the globe with our award-winning solution that provides the largest selection of flexible and modern spend options.
WORLDPAY
8500 Governors Hill Drive Cincinnati, OH 45249
866-622-2390 worldpay.com
Worldpay powers businesses of all sizes to make, take, and manage payments. Whether online, in store or mobile, you’ll find Worldpay at the heart of great commerce experiences globally.
LACORE COMMERCE
901 Sam Rayburn Hwy Melissa, TX 75454
801-891-5873
lacorecommerce.com
At LaCore Commerce, we turn your Amazon chaos into control—and your brand into a revenue machine.With $200M+ in sales managed and thousands of unauthorized sellers and listings removed, we’re the go-to partner for 50+ direct selling companies. If you’re tired of losing control on Amazon, let’s fix it—for good.
GOBI INSIGHTS
90 W 500 S Bountiful, UT 84010
877-359-1870 gobi-insights.com
Gobi Insights optimizes post-checkout e-commerce operations for direct selling companies. Using its CARO process, Gobi identifies cost-saving opportunities in payments, sales tax, fulfillment, and more—enhancing efficiency and profitability without requiring changes to the existing e-commerce platform.
SCP offers the most holistic consulting services specific to direct selling companies today. We’ve worked with more than 70 companies over the last three years alone, and served more than 250 years collectively in the industry.
CHECKOUT.COM
40 10th Ave
New York, NY 10014
tyler.chapman@checkout.com checkout.com
Checkout.com is a global payments platform built for performance. In a complex, fast-changing industry, we provide the technology and expertise to help you thrive—one transaction at a time. Trusted by leading brands like Sony, Wise, and GE Healthcare, we turn payment challenges into opportunities for innovation.
CITCON USA LLC.
2055 Gateway Place, Suite 500 San Jose, CA 95110
808-647-4409
citcon.com
Citcon delivers innovative, reliable payment solutions enabling merchants to accept over 150 global mobile wallets and alternative methods via one single API. Our unified platform simplifies local to local, cross-border, online, in-store, and mobile transactions, enhancing security, speed, and customer satisfaction.
NEXIO
727 N 1550 E, 3rd Floor Orem, UT 84097
877-551-5504
nex.io
Nexio simplifies and accelerates payment processing in the Direct Sales Industry. Nexio offers swift deployment to distributors, streamlined payment operations and seamless integration with software solutions allowing you to navigate payment complexities with ease and confidence.
Leading fintech, Runa, provides the infrastructure powering payouts to 5 billion+ consumers across 190+ countries. Businesses instantly transfer funds to cards, wallets, or through gift cards, boosting revenue & simplifying transactions. Based in London & New York, Runa is backed by leading investors.
GLOBAL ACCESS, LLC
2889 W Ashton Blvd, Suite 350 Lehi, UT 84043
801-420-9200 globalaccess.com
Global Access provides end-to-end international shipping solutions for direct selling companies, specializing in cross-border logistics, duties and taxes, compliance, and technology. Our platforms streamline global fulfillment, reduce costs, and ensure seamless delivery to customers worldwide.
MINER GROUP LLC
11905 Sara Road Laredo, TX 78045
956-712-8842
minergroup.net
Miner Group LLC offers solutions for the Mexican Market! For over 30 years, we have helped companies expand to or optimize their operations in Mexico. We offer product and ingredient evaluations, customs clearance, regulatory compliance, label translations, and logistic services for the Mexican market.
IMPACT HEALTH SHARING
8210 W State Rd 84 Davie, FL 33324 impacthealthsharing.com
A non-profit organization offering an affordable solution to one of your distributor’s biggest challenges and financial burdens—affordable healthcare. Since 2020, we’ve helped thousands of members reduce their healthcare costs by 30%-50% through a modern, communitydriven solution that works better and feels better—the way it should be.
LaCore Logistics provides distribution and order fulfillment services. Our highly automated distribution center provides both domestic and international directto-consumer shipping solutions. We offer omni-channel fulfillment solutions ranging from marketplace fulfillment for leading marketplaces to business-to-business fulfillment for leading retailers.
QUICKBOX
11551 E 45th Ave. Unit C. Denver, CO 80239 720-990-5642 quickbox.com
“Whether your products are headed direct to your end customers’ doorstep, to a big box retailer, or to an Amazon warehouse, QuickBox will help you deliver a seamless experience that keeps your customers coming back for more!”
RUNA runa.io
BLOO KANOO
827 W 525 Highlake Rd, Suite 628 Winfield, IL 60190 blookanoo.com
Bloo Kanoo empowers direct selling distributors with interactive livestream shopping, enabling real-time engagement, product demonstrations, and seamless purchasing. Our platform blends online and in-person experiences, helping distributors build authentic connections, boost sales, and enhance customer confidence through shoppable video commerce.
ORDERGOOVE
382 NE 191st Street, Suite 56661 Miami, FL 33179 marketing-team@ordergroove.com ordergroove.com
Ordergroove is the leading subscription platform for direct selling brands, driving predictable, recurring revenue. The world’s largest and fastest-growing brands like Juice Plus+, Plexus Worldwide, and Metagenics rely on Ordergroove’s seamless and frictionless subscription experience to maximize customer lifetime value.
ADI MEETINGS & EVENTS
6380 Silver Sage Dr. Park City, UT 84098 dianna@adimeetings.com 321-423-7229 adimeetings.com
ADI meetings is a women owned global corporate incentive travel, meetings, and event management company. We curate once-in-a-lifetime experiences for your attendees, connecting top achievers to your brand while understanding and meeting the needs of your industry.
KATAPULT EVENTS
5840 Red Bug Lake Road, Suite 140 Winter Springs, FL 32708 407-915-9060
katapultevents.com
Fresh. Exciting. Bold. Your field deserves the best and we help you deliver. Out-of-the-box creative production with experienced show management. We execute on budget and make you look AMAZING!
MERESTONE
82625 S. Wilson St., Suite 101 Tempe, AZ 85282 480-945-4631
merestone.com
Merestone is an award-winning production company with 50 years of expertise, specializing in creative services, trade show design, scenic fabrication, and cutting-edge audio-visual and lighting solutions to create immersive, high-impact brand experiences at events worldwide.
DIRECT SALES EXPERTS INC. EXECUTIVE SEARCH
8305 Via Vittoria Way Orlando, FL 32819 craig@directsalesexperts.com 407-489-3351 directsalesexperts.com
Direct Sales Experts is a highly confidential Global Executive Search Firm with over 50,000 top direct sales executives on file. Let us help you find A Players to grow your business.
HANNA SHEA
844-344-7177
hannashea.com
Since 2007, Hanna Shea Executive Search has been the go-to search firm in support of the direct selling industry. Hanna Shea finds top talent for companies in need of building or improving an executive leadership team for organizational success.
MULTI IMAGE GROUP
1701 Clint Moore Road Boca Raton, FL 33487 800-523-2682 mig.cc
Founded in 1979, Multi Image Group (MIG) is a women-owned, family-run creative event production company fueled by innovators, strategists, and technologists who craft custom live, hybrid & virtual experiences for some of the world’s biggest brands.
Momentum Factor is a leading digital risk management firm specializing in online compliance monitoring and global online reputation management services for the direct selling industry. Our passion and mission are to protect companies from the brand and regulatory risks associated with online and social media technologies.
FLEXPAY
410 Saint Nicolas St, Suite #007 Montreal, QC H2Y 2P5 817-300-1996
flexpay.io
FlexPay is the leading failed payment recovery platform for auto-ship and recurring payment businesses. FlexPay’s innovative platform uses multiple technologies to achieve the highest failed payment recovery rate, resulting in reduced involuntary churn and faster revenue and profit growth.
APPTOR.AI
Yitzhak Sade 37 Tel Aviv, Israel +972-5467-06315 apptor-ai.com
Apptor.AI powers AI-driven messaging and automation for direct selling companies and distributors, seamlessly integrating into your existing CRM and back-office systems. Our platform helps distributors engage customers, predict behavior, personalize communication, and drive sales through intelligent, automated actions that boost retention and revenue.
BOARDS
691 S. Milpitas Blvd, Suite 212 Milpitas, CA 95035 boards.com/brands
Boards is a field activation and communication platform used by over 3 million distributors worldwide. With Boards, brands can connect with their fields, tailor content and communication, enhance training, and gain valuable data insights.
FLUID
139 Hunters Grove Lane, Suite 207 Lehi, UT 84043
385-336-7404 fluid.app
The front end for Direct Selling. AI-Powered E-commerce, Mobile App, Website Builders, and Social Selling.
Award-winning social commerce software for affiliate, influencer, MLM, party plan, and social retail companies. Our turnkey back-office solutions include Wayroo, delivering advanced commerce, comment selling, and payment solutions.
EXIGO
1600 Viceroy Drive, Suite 125 Dallas, TX 75235 214-367-9933 exigo.com
The leader in commissions, back office and eCommerce software and services. The global leader in cloud-based Platform-as-aService (PaaS) for direct selling companies. An open framework for billion-dollar giants to startup companies. Exigo supports MLM, Party Plan and Affiliate models, operating in single global markets.
FLIGHT COMMERCE
1208 E. Kennedy Blvd., Suite 222 Tampa, FL 33602
813-277-0625
flightcommerce.com
Global Operations Management Software. Advanced Comp Plan Programming. Sales Force Backoffice & Automation. Web Site Design & Replication.
HUSSLE
1633 W Innovation Way, 5th Floor Lehi, UT 84043
800-544-7044
hussle.tech
Hussle’s all-in-one solution makes it easier for sellers to connect, share, and sell. We guide them to the right actions at the right time so they can sell smarter, perform better, and fuel serious revenue growth.
INFOTRAX SYSTEMS
1875 S. State Street, Suite 3000 Orem, UT 84097
801-431-4900
infotraxsys.com
Software & SaaS solutions for startup, emerging, and global direct selling companies. See our ad on the back cover.
JENKON
201 NE Park Plaza Dr., Ste. 220 Vancouver, WA 98684 360-256-4400 jenkon.com
Constant innovation and software stability are the reason world leaders rely on Jenkon. Tailoring software partnerships, unique to each customer, empower our five decades of leadership. Jenkon customers control their own destiny, while leveraging our latest innovations. Contact Jenkon today!
NOWSITE
now.site
Nowsite is an AI-powered platform for network marketers that makes social media, lead generation, and sales simple. In just 30 days, the impact of Nowsite is significant — the average user achieves a 132% increase in social media engagement, 80% more leads and 40% more sales. Trusted by over 100,000 users in 130 countries and 150 languages, Nowsite helps network marketers sell more, recruit faster, and grow their businesses with ease.
RALLYWARE
650 Castro St, Suite 120-376 Mountain View, CA 94041 877-858-8857 rallyware.com
Rallyware is the Field Enablement Platform delivering a modern distributor daily experience—personalized sales and recruiting guidance, training, and incentives. As a trusted technology partner to top global brands, Rallyware is committed to sustained growth and field success.
ZIPLINGO
355 South 520 West, Suite 100 Lindon, UT 84042 info@ziplingo.com ziplingo.com
Ziplingo is a messaging platform for Direct Selling companies—automating realtime communication with distributors and customers. It connects to your back-office and powers global channels like Email, SMS, WhatsApp, Telegram, and more, streamlining messaging across teams, markets, and languages.
AVALARA
512 S Mangum St. #100 Durham, NC 27701 niki.hocking@avalara.com avalara.com
Avalara automates tax compliance for businesses, managing sales tax, VAT, and global tax regulations. Trusted worldwide, Avalara simplifies complex processes across borders so companies can stay compliant and focus on growth.
Direct sales platforms shouldn't be stuck in the digital stone age. While others offer clunky interfaces and developer-dependent changes, Fluid catapults you into the future. Our AI-powered e-commerce tools and intuitive, mobile-first design put you in full control—no coding necessary. With Fluid, you'll spend less time fighting technology and more time driving growth.
Welcome to direct sales 2.0.
Sell 24/7 with smart, automated storefronts
Turn browsers into buyers with AI-driven insights
Empower your team with mobile-first tools
Capture leads effortlessly with AI-powered chatbots and forms
Boost conversions with one-click checkouts and smart upsells
Integrate seamlessly with your favorite back-office systems
Scale your business with multi-language and multi-currency support
Accelerate growth with Fluid Studios' custom design & development Scan to learn more or visit
