Vorwerk Thermomix: how a German machine became a global MLM sensation

The state of play in 2026

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.

Details and figures

Sharpening competition also brings a restructuring of compensation plans. Several leading companies have adjusted their compensation schemes over the past 12 months, generally in order to improve the motivation of active sellers and to filter out passive free riders. The changes typically affect the mid-level ladder the most.

"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?

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.

The next 12 months

The network marketing industry consolidated further in 2026: the top 25 companies together generated more than 84 billion dollars in global turnover, while most companies ranked below the top 100 stagnated or declined. The industry's internal dynamics suggest that product quality alone is not enough to reach a leading position: a digital platform, compliance capacity and a global logistics chain are together a necessary condition.