Explore the top 100 direct sales companies in the world for 2025, featuring global leaders in network marketing, wellness, beauty, and home products.
Direct selling has grown into this massive business model that rules almost every industry today. Every year, millions of people join direct selling companies to build income and sell quality products with the goal of building an empire of their own. These companies reach customers through personal connections, social media, and other online platforms.
When entrepreneurs utilize networks, personal relationships, and direct-to-consumer methods, companies gain scale in ways traditional retail cannot always match.
In this article, we list the top 100 direct selling companies in the world, explore industry trends for 2025, and explain how the best software tools, such as cloud MLM software, support this global growth.
Here are a few criteria on which we compiled the list of top 100 direct selling companies:
1. Annual global revenue (businesses with revenues exceeding US$100 million are eligible for most published industry lists).
2. Market presence across countries (global reach beyond a single region).
3. Publicly reported figures or credible estimates (for private companies, we used analyst projections).
4. Product portfolio and active distributor/consultant network (since direct selling depends on network strength).
These filters allow us to highlight companies that are established and influential in the direct selling channel, rather than very small, unreliable operations.
The direct selling industry is evolving with technological innovations and changing consumer demands. Let’s look into them.
Digital and e-commerce transformation: Traditional sales are outdated. A major shift is happening from in-person sales to digital and hybrid models. This is the same with the companies.
Focus on wellness: Companies now focus their attention primarily on nutrition, health, beauty, and wellness as they remain top-selling product categories.
Growth in Asia and Latin America: These regions now host some of the fastest-growing direct selling networks.
Smart compensation packages: Companies shifted to advanced technology to manage commissions and distributor data more efficiently.
Stronger regulations: Companies are more aware of the brand reputation by following transparency and compliance.
This provides an insight into how technology became a crucial factor in the modern network marketing business.
|
Rank
|
Company
|
Country
|
Founded
|
Revenue
|
Product Categories
|
Global Presence
|
|---|---|---|---|---|---|---|
| 1 | Amway | United States | 1959 | $7.4 billion | Health & nutrition, beauty, home care | 100+ countries/territories. |
| 2 | Herbalife | United States | 1980 | $5 billion | Nutrition, weight management, sports nutrition, and personal care. | 90+ markets. |
| 3 | eXp Realty | United States | 2009 | $4.5 billion | Real estate brokerage services (residential & commercial). | 27 countries. |
| 4 | Natura and Co | Brazil | 1969 | $4.2 billion | Cosmetics, personal care, and fragrances | Americas, EMEA, APAC via group brands. |
| 5 | Vorwerk | Germany | 1883 | $4.1 billion | Premium household appliances | Many European & other markets. |
| 6 | PM-International | Luxembourg | 1993 | $3.2 billion | Nutritional supplements & cosmetics | 40+ countries. |
| 7 | Primerica | United States | 1977 | $3 billion | Financial products & services | US & Canada |
| 8 | Coway | South Korea | 1989 | $3 billion | Water purifiers, air purifiers, home wellness appliances | Strong in Korea; expanding globally. |
| 9 | Infinitus | China | 1992 | $3 billion | Traditional Chinese medicine (TCM) wellness, supplements, and personal care | Strong in Greater China & Asia. |
| 10 | Utility Warehouse | United Kingdom | 2002 | $2.5 billion | Utility & telecom bundles (energy, broadband, mobile, insurance) | Mainly UK. |
| 11 | Mary Kay | USA | 1963 | $2.4 billion | Cosmetics, skincare, beauty. | Active in nearly 40+ countries. |
| 12 | Sunrun | United States | 2007 | $2.0 billion | Residential solar and energy services. | primarily serves in the USA. |
| 13 | doTerra | United States | 2008 | $2 billion | Essential oils, personal care, wellness. | 155 countries |
| 14 | Atomy | South Korea | 2009 | $1.8 billion | Health, beauty, personal care. | Mainly Asia |
| 15 | Young Living | USA | 1993 | $1.8 billion | Essential oils, wellness & personal care. | 30 countries |
| 16 | Nu Skin | USA | 1984 | $1.7 billion | Anti-aging skincare & supplements. | 50 countries worldwide. |
| 17 | Forever Living Products | USA | 1978 | $1.7 billion | Aloe vera drinks, personal care, and cosmetics. | 160 countries worldwide. |
| 18 | World Financial Group (WFG) | United States | 2001 | $1.5 billion | Financial services & insurance. | USA & international affiliates |
| 19 | JoyMain International | China | 1992 | $1.3 billion | Herbal supplements, skincare, and essential oil blends. | China |
| 20 | REAL Brokerage | USA | 2009 | $1.2 billion | Real estate brokerage services. | USA and Canada |
| 21 | Perfect China | China | 2000 | $1.2 billion | Healthcare products, medical devices, and wellness services. | China |
| 22 | Sunhope | China | 1993 | $1.1 billion | Nutritious food and beverages, skincare, home cleaning products. | China |
| 23 | Ambit Energy | United States | 2002 | $1 billion | Retail energy & gas services. | united states |
| 24 | Vivint Smart Home | USA | 1999 | $1 billion | Smart home security & automation. | Primarily US |
| 25 | New Era Health | China | 1995 | $1 billion | Health supplements, personal care, & household products. | China |
| 26 | O Boticario | Brazil | 1997 | $995 Million | Cosmetics & fragrances. | Primarily Brazil & Latin America. |
| 27 | Vida Divina | USA | 2016 | $917 million | Nutritional supplements & wellness. | US |
| 28 | USANA | United States | 1992 | $855 million | Nutritional supplements, personal care. | 25 countries |
| 29 | Longrich | China | 1986 | $850 million | Cosmetics, healthcare, household, and organic food. | 50+ countries |
| 30 | SeneGence | United States | 1999 | $800 million | Cosmetics (LipSense), skincare. | 20+countries |
| 31 | DXN Global | Malaysia | 1993 | $800 million | Ganoderma-based supplements & wellness. | Strong in Asia |
| 32 | Belcorp | Peru | 1986 | $780 million | Beauty & cosmetics | Latin America |
| 33 | Family First Life | USA | 2013 | $775 million | Insurance products & financial services. | US |
| 34 | Arbonne International | United States | 1980 | $700 million | Vegan skincare, wellness & cosmetics. | Global |
| 35 | Betterware de Mexico | Mexico | 1995 | $689 million | Home & household products. | Mexico & LATAM |
| 36 | Oriflame | Sweden | 1967 | $653 million | Cosmetics & beauty products. | Global |
| 37 | Quanjian | China | 2004 | $650 million | TCM & wellness products | China |
| 38 | C1 | Uae | 2019 | $625 million | Corebit, C-link wallet, NFTs,etc. | UAE region |
| 39 | Optavia (Medifast) | USA | 1980 | $602 million | Weight-loss & meal programs. | US & global affiliates. |
| 40 | Monat Global | United States | 2014 | $600 million | Haircare & skincare. | North America & global markets. |
| 41 | Amore Pacific | South Korea | 1945 | $585 million | Cosmetics & beauty | Asia |
| 42 | Omnilife | Mexico | 1991 | $584 million | Nutritional supplements & wellness. | Latin America & US |
| 43 | LegalShield | United States | 1972 | $561 million | Legal & identity protection services. | US & Canada |
| 44 | LifeWave | USA | 2004 | $555 million | Wellness patches & supplements. | Global |
| 45 | RIMAN | South Korea | 2018 | $545 million | Fashion & cosmetics. | Korea & Asia |
| 46 | QNet | Malaysia | 1998 | $520 million | Varies: wellness, lifestyle products. | Global (Asia/Middle East) |
| 47 | Market America | United States | 1992 | $500 million | Health, beauty, household, and shopping portal. | USA, Canada, Taiwan, Hong Kong, and Australia. |
| 48 | Shaklee | USA | 1956 | $500 million | Nutritional supplements & household products. | USA, Canada, China, Japan, Malaysia, and Taiwan. |
| 49 | ACN | United States | 1993 | $500 million | Telecom, energy, services. | 25 countries |
| 50 | Hy Cite | USA | 1959 | $487 million | Home goods. | USA |
| 51 | Scentsy | USA | 2004 | $472 million | Home fragrance, wax warmers & scents. | 14 countries. |
| 52 | Nature’s Sunshine | USA | 1972 | $454 million | Herbal supplements & wellness. | 40+ countries |
| 53 | It Works! Global | United States | 2001 | $450 million | Body wraps, supplements & skincare. | 70 countries |
| 54 | Unicity | USA | 2001 | $450 million | Nutritional supplements & wellness. | 60 countries |
| 55 | Yanbal International | Peru | 1967 | $450 million | Beauty & cosmetics. | Latin America |
| 56 | Chogan | Italy | 2013 | $450 million | Cosmetics & fragrances. | Europe |
| 57 | Golden Days China | China | 1991 | $446 million | Reproductive health products. | China |
| 58 | PHP Agency | United States | 2009 | $440 million | Insurance & financial services | United states |
| 59 | Tiens | China | 1995 | $435 million | Wellness & health products. | 224 countries |
| 60 | Farmasi | Turkey | 1950 | $429 million | Cosmetics & personal care. | 40 countries |
| 61 | Pola | Japan | 2007 | $411 million | Cosmetics & skincare. | Japan & Asia |
| 62 | Isagenix | USA | 2002 | $400 million | Nutritional supplements & weight-loss programs. | Global |
| 63 | Lux International | Switzerland | 1901 | $396 million | Luxury wellness & beauty. | Europe & select markets |
| 64 | Juice Plus+ | USA | 1993 | $395 million | Nutritional fruit & vegetable supplements. | 20+ countries |
| 65 | Partner.Co | USA | 2023 | $395 million | Health and wellness products. | 50+ countries |
| 66 | LuLaRoe | USA | 2013 | $395 million | Apparel & fashion (women’s leggings & clothes). | USA |
| 67 | Faberlic | Russia | 1997 | $368 million | Cosmetics, household & personal care. | Russia & CIS |
| 68 | Younique | United States | 2012 | $368 million | Cosmetics & beauty. | 10+ countries |
| 69 | Miki Corp. | Japan | 1966 | $358 million | Cosmetics & wellness. | Japan & other parts of Asia |
| 70 | Premier Financial Alliance | USA | 2003 | $350 million | Financial services & insurance. | USA |
| 71 | Cosway | Malaysia | 1981 | $350 million | Personal care, household & wellness. | Asia |
| 72 | Le-Vel | USA | 2012 | $350 million | Nutraceuticals & weight management. | US, Canada, Australia |
| 73 | ModiCare | India | 1996 | $350 million | Health, beauty & home products. | 120 countries |
| 74 | Pure Romance | USA | 1993 | $350 million | Intimacy products & personal care. | US, Canada, Puerto Rico, Australia, New Zealand |
| 75 | Plexus Worldwide | USA | 2006 | $341 million | Health & wellness supplements. | USA, Canada, Australia, Mexico |
| 76 | Greenway Global | Czech Republic | 2017 | $326 million | Household & wellness products. | 63 countries |
| 77 | Princess House | United States | 1963 | $320 million | Cookware & kitchenware. | US |
| 78 | LG Household & Health | South Korea | 2001 | $320 million | Cosmetics, household & health products. | Korea & Asia |
| 79 | LR Health & Beauty | Germany | 1985 | $303 million | Wellness & cosmetics | Europe |
| 80 | For Days Co. | Japan | 1997 | $301 million | Sustainable apparel & lifestyle goods. | Japan |
| 81 | Pampered Chef | USA | 1980 | $300 million | Kitchen tools, cookware & food products. | US & Canada |
| 82 | Neora | United States | 2011 | $300 million | Anti-aging skincare & wellness. | 9 Countries |
| 83 | 4Life | USA | 1998 | $300 million | Immune-support supplements. | 70 countries |
| 84 | Pruvit | USA | 2015 | $295 million | Ketone drinks & performance supplements. | 37 countries |
| 85 | Prowin International | Germany | 1995 | $283 million | Household & personal care. | Europe & Africa |
| 86 | Betterway | Thailand | 1988 | $280 million | Household & wellness goods. | Thailand & the South Asian region |
| 87 | Siberian Health | Russia | 1996 | $280 million | Health & wellness supplements. | Russia & CIS |
| 88 | New Image Group | New Zealand | 1984 | $261 million | Cosmetics & personal care. | NZ & APAC |
| 89 | InCruises (InGroup) | USA | 2015 | $253 million | Travel clubs & vacations sold via membership. | 190 countries |
| 90 | New U Life | USA | 2017 | $250 million | Nutraceuticals & wellness. | USA, New Zealand |
| 91 | Just International | Switzerland | 1930 | $250 million | Cosmetics & wellness. | 30 countries |
| 92 | Stella & Dot | USA | 2003 | $250 million | Fashion jewelry & accessories. | 6 countries |
| 93 | Total Life Changes | USA | 1999 | $250 million | Nutritional supplements & wellness. | 140 countries |
| 94 | Noevir | Japan | 1964 | $245 million | Cosmetics & personal care. | Japan & Asia |
| 95 | Alliance In Motion (AIM Global) | Philippines | 2006 | $238 million | Nutritional supplements & wellness. | Philippines & Asia |
| 96 | Sunrider International | USA | 1982 | $236 million | Herbal products, personal care & nutrition. | 50+ Countries |
| 97 | Best World International | Singapore | 1990 | $235 million | Nutritional supplements, personal care & household. | Asia & global markets |
| 98 | LifeVantage | USA | 2003 | $230 million | Nutrigenomic supplements, personal care. | Americas, Asia-Pacific & Europe |
| 99 | Immunotech research | Canada | 1996 | $220 million | Immune-support supplements. | 10 countries |
| 100 | Life Plus | United States | 1992 | $210 million | Nutritional supplements & wellness formulations. | Finland, France |
Based on the global presence and revenue, we have curated a list of 15 of the most influential and direct-selling companies as follows: These companies offer diverse products and services to millions of people across the globe.
Ranked #1 on the global level. Amway achieved around US$7.4 billion in revenue last year, according to the Global 100 list.
Product focus: health, beauty, and home care.
Global reach: dozens of countries.
Relevance for software: Manual automation will be an arduous task with such a big scale. Software makes distributor operations effortless.
An important pillar in the nutrition and wellness landscape, with circa US$5.0 billion in revenue in 2024.
Product focus: Wellness, nutrition, and weight management.
Network size: large independent distributor force.
Relevance for software: Commission accuracy and regulatory compliance are high stakes.
Ranked on the top globally with a revenue of approximately US$4.2 billion in 2024.
Regional strength:Latin America, Europe
Product focus:Cosmetics, personal care, and sustainable practices
Relevance:Brand values and sustainability are given utmost importance in network marketing.
Having a long history (founded in 1883), Vorwerk is one of the top MLM companies, with a revenue around US$4.1 billion in 2024.
Product focus:home appliances (e.g., Thermomix) plus direct sales model.
Regional presence:Europe, global expansion.
Relevance:Direct selling is not limited to wellness/beauty; household appliances also succeed.
The best direct selling company, with a revenue of around US$3.22 billion last year.
Product focus:Cosmetics and dietary supplements
.
Market structure:Multinational, also having a strong presence in Europe and beyond.
Software view:Managing multi-currency and multi-region distribution is mandatory.
Direct selling company with a revenue of about US$3.7 billion (2024)
Product focus: Financial services through direct distribution.
Specialty:Services are also included apart from physical products, showing the breadth of MLM.
Best direct selling company with a global presence. Revenue around US$3.0 billion (2024)
Product focus:Water purifiers and home solutions sold via direct channels.
Global reach: dozens of countries.
Relevance:Exemplifies how direct selling adapts to regional product demand.
Approximately US$3.0 billion in revenue in 2024 (some drop compared to prior).
Product focus:Chinese wellness and personal care products.
Relevance: Emerging markets bring large scale but also unique compliance and distribution challenges.
Famous direct selling company that promotes essential oils and wellness products. Revenue around US$2.0 in 2024.
Product focus:Essential oils, wellness solutions.
Distributor model:highly driven by personal brand and social media.
A major name in personal care and supplements, operating in 54+ markets.
Product focus:Personal care items.
Relevance for software: Global distributor data management, product legislation, and multiple languages.
One of the popular beauty MLM companies. (Exact revenue in 2024 may vary.)
Product focus:Beauty, cosmetics, skincare.
Specialty:Top player in the beauty industry, distributor empowerment.
One of the large network marketing companies specialized in the cosmetics industry.
Product focus:Cosmetics, beauty, and personal care.
Relevance:The traditional model is adapting to digital and social selling.
Best MLM company, known for home and kitchen products. Use direct channels for sales.
Product focus:Kitchen and household items.
Specialty:Network marketing works for household goods and wellness/beauty as well.
Widely recognized direct selling company with a loyal distribution base.
Product focus:Wellness and aloe vera-based products.
Highlights:Niche product focus, giant distributor network.
Well-known MLM company with a significant presence in the top segment.
Product focus:Oils and wellness
Highlights:Emerging direct selling firm scaling globally.
The above companies give insight into diverse product ranges, geographies, and approaches. They set the examples for strength and uniqueness of the direct selling channel.
Beyond the top 15, many successful companies complete the list.
| Rank Range | Company Examples | Product Focus | Region |
|---|---|---|---|
| 16–30 | Oriflame, Utility Warehouse, Belcorp, DXN | Beauty, utilities, wellness | Europe, Asia |
| 31–50 | Ambit Energy, Usana, It Works!, Arbonne | Nutrition, energy, skincare | Global |
| 51–100 | Pure Romance, Scentsy, Vestige, Tiens | Lifestyle, fragrance, supplements | Multi-regional |
Including dietary supplements, weight management, oils, and vitamins. This remains one of the largest segments in direct selling.
The beauty and wellness industry has a global demand, especially in Asia-Pacific and Latin America. The products range from skin care and makeup to hair care and personal care.
Less important but significant (e.g., Vorwerk, Tupperware).
A few companies are shifting into direct selling services (e.g., financial planning, utilities).
These product-category distinctions help companies tailor their software needs: e-commerce, inventory, regulatory compliance, and distributor incentives differ by category.
Considered the fastest-growing region in direct selling revenue. For instance, countries like China, India, and South Korea show a strong presence.
Known for the MLM landscape with a strong legacy of direct selling companies. Huge distributor network and big focus on the wellness and beauty industry.
Europe has mature markets (Germany, UK, Luxembourg), and Latin America (Brazil, etc.) is increasingly significant (e.g., Natura & Co.).
Identifying regional modulations helps network marketing companies select the right software localization, language support, multi-currency, and shipping integrations.
Choose a well-ranked direct selling company with transparent operations and global reach.
Growth at scale in direct selling demands more than spreadsheets. Here’s where cloud MLM software (also described as direct selling software) comes into play.
It automates complex compensation plans (binary, matrix, unilevel).
It manages distributor networks: onboarding, ranks, genealogy trees, and commissions.
It integrates e-commerce, mobile apps, payment gateways, multi-currency, and multi-region operations.
It provides analytics, dashboards, and real-time insights so companies and entrepreneurs can make decisions fast.
For your business, using a cloud MLM software platform means you can support direct selling operations for any of the companies in the top 100 list (or a new startup) with professional infrastructure and global readiness.
The next phase of direct selling must be exciting, with the rise of artificial intelligence and advanced technology.
The companies that adapt these elements will likely move up the rankings of the top 100 direct selling companies in the coming years.
The global list of the top 100 direct selling companies shows the scale, diversity, and potential of the direct selling channel today. Some companies generate billions in revenue, operate in dozens of countries, and lead by innovation. For entrepreneurs and distributors, joining a strong company and leveraging the right cloud MLM software platform are key levers for success.
The future of MLM will rely on digital infrastructure, technology-driven operations, and smart global strategy. If you are planning to scale or start your direct selling business, this is the best time.
Industry specialist with extensive experience in the MLM sector. Versatile in developing innovative marketing strategies, with a strong passion for artificial intelligence, content marketing, and emerging MLM trends.
