Mary Kay in Hungary: 30 years, 25,000 active beauty consultants

The state of play in 2026

The data show that the average income of independent sellers rose in nominal terms, but in real terms, taking inflation into account, it typically declined. The top 1% continues to dominate the commission pyramid: they receive about 60% of the industry's total commission payouts. This concentration is not new historically, but it is becoming increasingly visible due to digital transparency.

Details and figures

The tightening regulatory environment poses a challenge for many companies. The transposition of the EU's 2024 Direct Selling Directive has been in force in Hungary since September 2024, and the so-called 70% rule (namely that at least 70% of sellers' income must come from actual product sales) is now a legal obligation, not just a recommendation.

"The 2026 industry turning point was not a single event, but the emergence of a new standard. The winners will be those who adapted first." - industry analyst

What does this mean for the market?

The rise of digital channels is an irreversible trend. TikTok Shop, Instagram Shopping and the WhatsApp Business API now account for 30-40% of the top MLM companies' sales, and this share is growing fast. The question is no longer whether to get involved, but how effectively.

The next 12 months

From an ethical standpoint, the industry remains divisive. Critics argue that the MLM model structurally favours those at the top; supporters emphasise entrepreneurial freedom, the low entry threshold and the global community. Both positions have elements backed by data; the whole truth, as usual, lies somewhere in between.