Flat Global Sales, Split Fortunes: Direct Selling's Top Names Diverge in 2025

A stagnant top line, a salesforce still below pre-pandemic levels

The headline numbers describe an industry holding its ground rather than expanding. Direct selling ended 2024 with $163.9 billion in global retail sales, a result that amounts to stagnation compared with the prior year.

The distributor base tells a similar story. Some 104.3 million independent sales representatives were active worldwide in 2024, an increase of just 0.1%. That figure remains 4.2% below the 109.0 million recorded in 2019, before the pandemic reshaped the channel.

Within the product mix, cosmetics and personal care remain a pillar of the business. According to the WFDSA global sales report (2024), the segment generated $37.3 billion in global retail sales.

The largest players: modest moves at the top

Company-level results for 2025, compiled from businessforhome.org data with an August 2026 update, show limited movement among the biggest names. Amway (USA, founded 1959) reported revenue of $7,300 million, a growth rate of -1% against $7,400 million in 2024. Its principal product segments are health (Nutrilite), beauty (Artistry) and home care (Amway Home).

Herbalife (USA, 1980) posted $5,038 million for 2025, up 1% from $5,000 million. Natura and Co (Brazil, 1969) recorded $4,350 million, a 4% increase.

Mary Kay (USA, 1963) reported $2,400 million, unchanged from the previous year; its product line-up includes the TimeWise and Satin Hands ranges. Melaleuca (USA, 1985) also held flat at $2,200 million, with an assortment spanning nutritional, pharmaceutical, personal care, facial care and home hygiene products.

Double-digit gains for a handful of challengers

The sharpest upward moves came from outside the traditional top tier. Farmasi (Turkey, 2003) reported $610 million for 2025, a 42% increase on $429 million in 2024 — one of the largest gains on the list.

Best World International (Singapore, 1990) grew 38% to $325 million from $235 million, while Faberlic (Russia, 1997) added 20% to reach $443 million.

Among the larger companies, PM-International (Luxembourg, 1993) stood out with $4,088 million in 2025, a 27% rise from $3,220 million a year earlier.

Steep declines at the other end of the table

Several established names moved in the opposite direction. Modere (USA, 1992) recorded the largest drop on the list, falling 73% to $40 million from $150 million in 2024.

Scentsy (USA, 2004) reported $354 million, down 25%, and Plexus Worldwide (USA, 2008) came in at $284 million, a decline of 17%.

Nu Skin (USA, 1984) posted $1,490 million for 2025, down 14% from $1,732 million; the company's segments cover beauty products, nutritional supplements and beauty devices, including the ageLOC and LumiSpa lines. Atomy (South Korea, 2009) reported $1,700 million, a 7% decrease.

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