March 2023 Direct Selling News

LEAD

TAKING THE LEAD

35 FEMALE FOUNDERS SHAPING THE CHANNEL’S FUTURE

Inspire Empower DSN DIRECT SELLING NEWS VOLUME 19 / ISSUE 2 MARCH 2023

Tuesday, April 18, 2023

Omni Frisco Hotel / Frisco, TX

6 PM—7 PM (CT) Cocktail Reception

7 PM—10 PM (CT) Dinner & Awards

In-Person attendance is reserved for active corporate executives and event sponsors, requires registration and takes place at the Omni Frisco Hotel in Frisco, Texas. Tickets are $149 per person for the in-person event. DSN Supporters and event sponsors receive varying number of complimentary tickets by level.

The live stream is free and open to everyone, including your field, and will be available on directsellingnews.com.

Join us for the unveiling of the Global 100 List and several more awards and honors.

Additional awards and honors include:

• Bravo Leadership Award

• Bravo Growth Awards

• Lifetime Achievement Award

• Bravo Global Good Award

• Bravo Impact Awards

• NEW Bravo Supplier Impact Award

• NEW Bravo Innovator Award

Join

companies in

Learn what’s new and next for direct selling with more “how-tos” and concrete takeaways to help grow and evolve your business. Plus, priceless networking time with industry peers.

WEDNESDAY, APRIL 19

9 AM– 5 PM (CT) General Session

5:30 PM– 7:30 PM (CT) Digital Selling Workshop

THURSDAY, APRIL 20

9 AM– 1 PM (CT) General Session

95% of attendees are direct selling corporate executives

100+ direct selling companies attend

30 presenters

DSU is the largest gathering of direct selling corporate executives laser-focused on the entire community’s growth, well-being and future.

LEARN FROM 30 PRESENTERS REPRESENTING:

WHERE: OMNI FRISCO HOTEL, FRISCO TX 11 Cowboys Way, Frisco, TX 75034

WHO CAN ATTEND: DSU is for active direct selling corporate executives and event sponsors.

TICKETS: DSU is a free event thanks in part to the support and generosity of our DSN supporter companies and supplier sponsors.

TO REGISTER AND LEARN MORE ABOUT THE IN-PERSON EVENT, VISIT DSU2023.COM

MEET THE SPEAKERS!

STUART JOHNSON Founder & CEO DSN, Direct Selling Partners and Direct Selling Capital Advisors

CURTIS CALL Chief Sales Officer Xyngular

KINDRA HALL Bestselling Author, Keynote Speaker & Storytelling Expert

KODY BATEMAN Founder & Chief Visionary Officer Promptings

HEATHER CHASTAIN Founder & CEO Bridgehead Collective

MARC ASHLEY President & COO Market America

ONYX COALE Senior Presidential Director LifeWave

BLAKE MALLEN Billion-Dollar Brand Builder & Community Marketing Strategist

WAYNE MOOREHEAD Marketing, Brand Strategy & Direct-to-Consumer Industry Expert Podcast Host

EMRE TUNA Co-CEO Farmasi

SHELLEY ROJAS Chief Brand Officer DSN

JEANNIE PRICE Executive Vice President of Sales Americas, Europe USANA

BRIAN UNDERWOOD CEO Prüvit

KENT WOOD CFO Amare Global

JESSE MCKINNEY Co-Founder & CEO Red Aspen

SHERYL ADKINS-GREEN Chief Experience Officer Mary Kay

Straight from the DSN Headlines: Learn the stories behind the stories featuring three recent mergers and acquisitions. Moderated by Stuart Johnson.

CEO PANEL

An insightful discussion with three CEOs bringing new perspectives to their roles. Moderated by Heather Chastain.

TECH SOLUTIONS PANEL

Diving into innovation, challenges and solutions that can help position your company for the future. Moderated by Heather Chastain.

MERGERS & ACQUISITIONS PANEL INTERVIEW

Stuart Johnson interviews Founder & CEO Rolf Sorg to unpack critical lessons he’s learned navigating over three decades of challenges and wins, including what he attributes to the unprecedented achievement of 30 years of consecutive growth!

GENE TIPPS CEO Plexus

DIMITRI HALOULOS CEO Rodan + Fields

WARREN SCHLICHTING CEO PPLSI/Legal Shield

TERRY LACORE President LACORE Enterprises

JARED TURNER CEO Amare Global

JOHN WADSWORTH JR. Chief Brand Partner Officer Partner.Co

ROBERT CAVITT CEO Jenkon

BEAU COPLIN President Exigo

SEAN SMITH CEO InfoTrax

DAVE SIEMBIEDA President Thatcher Technology Group

Wednesday, April 19, 2023

5:30 PM – 7:30 PM (CT) following DSU General Session

DSU Registered Attendees Only

The Here, Now & Future of Digital Selling

DSU, the largest-executive attended event in the channel, is back this April 19 and 20, with a new bonus workshop track focused on one of the channel’s hottest topics—digital selling.

Like DSU, the workshop is in-person, complimentary and exclusively for registered DSU attendees. The workshop takes place Wednesday, April 19, 5:30 PM - 7:30 PM (CT), following the DSU general session.

Learn from executives who are leading the way in influencer and affiliate/tiered affiliate marketing models like:

• Amanda Tress, Founder & CEO of FASTer Way to Fat Loss

• Christina Helwig, SVP of Sales & Marketing at AdvoCare

• Workshop host and industry expert Heather Chastain, Founder & CEO of Bridgehead Collective, will provide an overview and case study, including best practices and examples.

• Plus, live Q&A

Learn what resonates, what doesn’t and opportunities for the next (r)Evolution of your brand. Visit DSU2023.com or scan the code to register

Since 2016, FASTer Way to Fat Loss–an innovative tiered affiliate model–has served more than 250,000 online clients and has landed on the Inc. 500 list for four consecutive years.

Amanda was a top-rated speaker at the 2022 Fall DSU event and one of the most requested guests on the Direct Approach podcast.

At the workshop, Amanda will share more of her marketing and sales strategies that are driving consistent and scalable growth.

Listen to episode 41 of the Direct Approach podcast for Amanda’s conversation with Wayne Moorehead for immediate insights and takeaways.

Christina Helwig joined AdvoCare a decade ago and today serves as Senior Vice President of Sales and Marketing. With a creative mindset and heart for others, her team is dedicated to executing the company’s vision. She has a passion for making AdvoCare the best it can be: the best group of people and the best products.

At the workshop, Christina will share the details of how they’re transitioning a 30-year-old company into a new business model that is thriving.

With 20+ years of cross-functional experience in direct selling, Heather brings a solid understanding of sales, marketing, technology, manufacturing, operations and C-Suite challenges as well as a strong collaborative and relational style of leadership to the table. Heather has held executive roles at Shaklee, Arbonne International, Celebrating Home and BeautiControl. Heather also serves as the Strategic Advisor at DSN.

At the workshop, Heather will provide an overview and best practices case study including examples of companies implementing influencer marketing and affiliate/tiered affiliate model strategies.

Heather Chastain to host the Digital Selling Workshop at DSU.

AMANDA TRESS Founder & CEO

CHRISTINA HELWIG SVP, Sales & Marketing

HEATHER CHASTAIN Founder & CEO

BY JOHN T. FLEMING

BY LISA ROBERTSON SPOTLIGHT

BY JENNY VETTER

BY JENNY VETTER

FOR YOU / FOR YOUR FIELD / Your Essential

BY CHELSEA HUGHES

ICONIC INSIGHTS / Andrea Goeglein, PhD & Tia Graham: Prioritizing Self-Care and Happiness

BY PAULA FELPS

TAKING THE LEAD 35 Female Founders Shaping the Channel’s Future

BY BETH DOUGLASS SILCOX

Direct Selling News (ISSN 15546470) is published 10 times annually by Direct Selling Partners, 5717 Legacy Drive, Suite 250, Plano, TX 75024. Periodicals postage paid at Lake Dallas, TX and additional mailing offices.

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DIRECT SELLING NEWS

Serving the Direct Selling and Network Marketing Executive Since 2004 A Direct Selling Partners Company

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Stuart P. Johnson

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EDITOR

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NEWS EDITOR

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ART DIRECTORS

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CONTENT CONTRIBUTORS

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CONTRIBUTORS

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Paula Felps L isa Robertson

Chelsea Hughes J enny Vetter

David Lee

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There is POWER in Partnership >

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“Through my decades of experience

DDELEGATING 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.

For your convenience, we have compiled a list of our display advertisers. When contacting these companies or those in our Supplier Directory (starting on page 144), please let all of our valued advertisers know that you saw them in DSN.

I have always known DSN as an anchor that connects the direct sales industry and its players. DSN has always provided an incredible venue to learn the best practices and to be up to date on the changes that affect our space. I am now honored to be a supplier in the DSN community!

—CARLOS PEREZ / Managing Partner, CP&Krell Group CP&Krell Group 817-697-4321 / CPKRELL.COM

Exigo 214-367-9933 / EXIGO.COM

INSIDE FRONT COVER

The RESULTS Center

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Momentum Factor

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NOW TECH

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PAGES 32, 58, 148

Flight Commerce

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Thatcher Technology Group

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Integrishield

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i-payout

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Metrics Global 702-757-9600 / METRICSGLOBAL.COM

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Pharmatech Labs

801-753-7801 / PHARMATECHLABS.COM

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FutureCeuticals

Katapult 407-915-9060 / KATAPULTEVENTS.COM

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Nexio 877-551-5504 / NEXIOHUB.COM

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888-452-6853 / FUTURECEUTICALS.COM

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Squire 801-225-6900 / SQUIRE.COM/NETSUITE

PAGE 123

Direct Selling Association 202-452-8866 /

DSA.ORG

PAGE 142

Jenkon 360-256-4400 / JENKON.COM

INSIDE BACK COVER

Infotrax

801-431-4900 / INFOTRAXSYS.COM

BACK COVER

The Channel’s Premier Mastermind Group

Twice a year, a select group of direct selling’s top executives meet for an invitation-only, candid, no-holds-barred gathering where we tackle the issues, opportunities and trends shaping the channel.

The ultimate C-Suite networking event with 60 C-Level Executives Representing

$40 Billion in Annual Revenue

Want

to be a part of the game-changing conversations?

For the first time in CEO Forum history, DSN is taking requests for invitation consideration.

Email NANCY RATCLIFF at nratcliff@directsellignnews.com for more information and for consideration.

PLEASE NOTE: to be considered for attendance, your company must achieve a minimum of $50M in annual revenue.

For Women. By Women.

Celebrating Women.

I HOPE THE START OF 2023 has allowed everyone to make headway on their new initiatives and ideas. I can say that’s definitely true for those of us here at DSN—I am as excited about this issue as any we have ever done. We wanted to do something in honor of International Women’s Day happening this month, and that initial idea has grown and inspired us to do some of our best work in years.

In this expanded issue, you will meet 35 women—leading ladies if you will—who are shaping the channel’s present and future. We will also reacquaint you with some of the incredible women who built this channel’s success through hard work, innovation, grit and tenacity.

At some point, while we were putting this groundbreaking issue together, we looked around and realized that it isn’t just the channel that relies on the forwardthinking and imagination of women—DSN does too! From our leadership, the digital

team, events, sales, print publication, podcasts and more—DSN is fiercely female (with a few good men in the mix)! Our small but mighty team, pictured here, is known internally as Team Awesome, and it’s a name they live up to daily.

I hope you enjoy this issue as much as we enjoyed putting it together. One of the most inspiring things about direct selling to me has always been the enormous opportunity it represents for women looking to build a vibrant, viable career on their own terms, in their own time and in whatever way works best for them. This issue is proof that the channel continues to live up to that promise.

DSN remains your daily resource for global news impacting the direct selling channel. Sign up for the weekly dashboard email which delivers a week’s worth of news in a quick 15-minute read each Sunday. You can also sign up for free text alerts by becoming a member of our VIP Community where you’ll always get the channel’s top stories first and fast. And make sure to register to attend Direct Selling University, happening April 18-20 in Frisco, Texas.

All the best,

THANK YOU

DSN SHARES A COMMON GOAL WITH THE SUPPLIER COMMUNITY—to serve and support the growth and evolution of direct selling companies. Our mission is to serve, educate and edify the channel with daily breaking global news, emerging trends and powerful stories, made possible through the generosity and support of our Premier Supplier Partners. Thank you for your dedication to the direct selling channel!

THANK YOU TO OUR SPRING EVENT SUPPLIER SPONSORS!

ATTENTION SUPPLIER COMPANIES:

THE GUIDE? ARE YOU ON

DON’T MISS YOUR OPPORTUNITY to appear in a new resource by DSN, The Guide.

The Guide—featured in each issue of DSN—is a curated “Angie’s List” to help executive decision makers find strategic business partners specializing in direct selling.

The Guide focuses on a specific category of expertise and service in each issue.

JUNE DISTRIBUTION, FULFILLMENT AND LOGISTICS

JULY/AUGUST SOFTWARE, TECHNOLOGY AND SOCIAL MEDIA SOLUTIONS

REQUIREMENTS:

Suppliers featured must currently serve the direct selling channel and have a minimum two years of direct selling experience.

To ensure your company is included in an upcoming issue of The Guide, contact Jerilyn Taylor at jtaylor@directsellingnews.com.

Inclusion on the list is free of charge, and supplier companies can boost visibility by advertising in the issue your category is featured.

SEPTEMBER EVENT PRODUCTION

OCTOBER INCENTIVES AND RECOGNITION

NOVEMBER CREDIT CARD AND PAYMENT PROCESSING SOLUTIONS

DECEMBER CONSULTING AND EXECUTIVE SEARCH

n Arbonne Receives B Corp Recertification

n LACORE Acquires Jeunesse Global

n Avon Worldwide Unveils New Global Rebrand

n eXp Realty Partners with Realty.com

n F TC Proposes Ban of Non-Compete Clauses

RECENT EXPANSIONS

FARMASI LAUNCHES OPERATIONS IN SPAIN

Farmasi announced its arrival in Spain. This expansion is part of the company’s international development strategy, which aims to capitalize on the expertise gained from serving major Spanish-speaking markets. The company supported the launch with events throughout the country in Madrid, Seville, Valencia and Barcelona, and launched market-specific resources, including a dedicated website, Facebook, Instagram and YouTube pages for its customers and representatives in Spain.

More than 3,000 Beauty Influencers from all over the country activated a Farmasi account within the first 24 hours of the Spain launch.

EXP REALTY LAUNCHES

OPERATIONS IN DUBAI

eXp Realty announced its expansion into Dubai, a significant move in its strategy to strengthen the company’s presence in the Middle East. This new market will be led by Dounia Fadi, who has more than 18 years of real estate broker experience in Dubai. “This is a proud moment for eXp Realty, as we open our 24th location, with the long-anticipated addition of Dubai, one of the Middle East’s most exciting cities,” said Michael Valdes, eXp Realty Chief Growth Officer. “Dubai has a rich and vibrant multicultural population with an equally diverse economy, offering a strong foundation for our entry point into the United Arab Emirates. We are thrilled to empower agents in Dubai by enabling their success with our unique agent-centric model and attractive value proposition.”

DUBAI

SPAIN

MANNATECH TO LAUNCH IN THAILAND IN 2023

Mannatech, Incorporated announced the next phase of its planned ASEAN region market expansion with an official launch into the Thailand market scheduled for 2023. The company pointed to the country’s high population and a pre-existing direct sales market opportunity of approximately $3.1 billion and dietary supplement market of $3.9 billion as key factors in their decision.

The company expects Thailand will be its “bridgehead for pioneering the Southeast Asian market.”

“In 2023, Mannatech is expected to enter the Thai market and create a new growth engine,” said Roh Jae-hong, General Manager of Mannatech Korea. “Mannatech has been exporting domestically developed products to overseas branches in Japan, China, and Australia, so we have the confidence that our products and business capabilities will work overseas as well.”

MONAT LAUNCHES OPERATIONS IN NEW ZEALAND

MONAT Global announced its official operational launch in New Zealand. After launching in Australia in 2021, the company says it has had a “steady stream of requests to open in New Zealand.”

“We are delighted to bring our unique business model and our culture of family, service and gratitude to New Zealand,” said Stuart MacMillan, MONAT President. “Our entrepreneurial spirit and holistic approach to haircare, skincare and wellness is a natural fit for the New Zealand market.”

MONAT now has a presence in eight international markets, including Canada, the UK, Ireland, Poland, Spain and Lithuania.

NEW ZEALAND

THAILAND

New Study Finds 60 Million Americans Freelanced in 2022

AQUIET QUITTING PHENOMENON MIXED with an enduring pandemic and the Great Resignation created the perfect storm of career disenchantment, economic uncertainty and free time in 2022. As a result, a growing percentage of the U.S. workforce sought out freelancing opportunities as a way to earn money, advance their careers and take charge of their professional lives.

Upwork’s 2022 Freelance Forward study found that 39 percent of the U.S. workforce, or 60 million Americans, worked in a freelancing role during 2022, an all-time high. Of all generations, Gen Z and Millennials were the most active in this category, but perceptions around freelancing are changing. With 73 percent viewing it positively, members

of older generations may feel more permission in the coming years to explore it as well.

Most freelancers (51 percent) worked in knowledge service professions, like computer programming and consulting, and this career path is increasingly becoming the route for the most educated. More than a quarter of U.S. freelancers have a postgraduate degree or higher, but the survey illustrated that freelancing is becoming “a more appealing career choice regardless of qualification level.”

What’s the biggest draw for workers switching to freelancing? Additional income (83 percent), schedule flexibility (73 percent), taking control of their financial future (72 percent) and being their own boss (70 percent) topped the list for motivation. DSN

Nearly a Quarter of Americans Are Unhappy with their Careers

ASTUDY COMMISSIONED BY COLORADO STATE UNIVERSITY

Global found that more than half (56 percent) of Americans want to strengthen their resumes in the coming year. Why? Almost a quarter (22 percent) of the U.S. workforce are unhappy with their professional life and 37 percent feel behind on their career goals, especially Millennials (51 percent).

Because of this, 72 percent of Millennials report planning to set professional resolutions,

particularly wanting to improve their work/ life balance (34 percent) and make new connections (33 percent), while Gen Z are most focused on growing their skills and education (29 percent).

Regardless of age, everyone is looking for a raise amid rising inflation and cost of living, with the average worker seeking a 32 percent increase in their salary in 2023. DSN

Joni Rogers-Kante credits her commitment to consistency, devotion to family, and abiding faith to achieving success as a business and family woman. Joni has paved a path toward a life of abundance, and she devotes her life to empower others to find theirs, too.

For Joni, her company SeneGence stands for more than its cutting-edge and highly desirable beauty products. Its causedriven purpose is to promote more women

in business and care for communities in need through its nonprofit. Not only has Joni built a rewarding global business, she is also changing lives closer to home. Joni passionately protects rights of independent entrepreneurs in the direct selling industry and works to improve the economic lifeblood in her home state of Oklahoma.

Joni believes accomplishment is unique for everyone, and we are all here with

our own important purpose. She says a fulfilling life is made with the four E’s: Earn, Evaluate, Evolve, and Explore. When we value and respect each other, we will all move forward together.

We are proud to partner with Joni and those like her who consistently prove that hard work and courage are rewarded with limitless possibilities. After all, people are our greatest strength.

S ENE G EN CE

R EA L P EO PLE. R EA L STO RI ES.

FTC Proposes Ban of Non-Compete Clauses

THE FEDERAL TRADE COMMISSION (FTC) has proposed a new rule that would ban employers from imposing non-compete clauses on workers. The proposed rule is based on the FTC’s preliminary finding that non-compete clauses constitute an unfair method of competition, which is in violation of Section 5 of the FTC Act.

Non-compete clauses, as described by the commission, can be a “widespread and often exploitative practice that suppresses wages, hampers innovation, and blocks entrepreneurs from starting new businesses.” The commission estimates that stopping the practice of non-compete clauses could increase wages by almost $300 billion per year and create new career opportunities for 30 million Americans.

Under this proposed rule, it would be illegal for employers to enter into or attempt to enter into a non-compete with a worker; maintain a non-compete with a worker; or represent

to a worker, under certain circumstances, that the worker is subject to a non-compete.

“The freedom to change jobs is core to economic liberty and to a competitive, thriving economy,” said FTC Chair Lina M. Khan. “Non-competes block workers from freely switching jobs, depriving them of higher wages and better working conditions, and depriving businesses of a talent pool that they need to build and expand. By ending this practice, the FTC’s proposed rule would promote greater dynamism, innovation, and healthy competition.”

For direct selling companies, this ban would mean corporate leaders would have to give their blessing to independent distributors who want to represent more than one company at a time—an already common practice that is not always company sanctioned. DSN

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IN MEMORIAM

IN MEMORIAM / Andy Horner, Founder of Premier Designs

ANDREW J. HORNER , founder of Premier Designs, has passed away.

Born in Belfast, Ireland in 1924, Horner emigrated with his family to Canada in 1930 and joined the Royal Canadian Navy in 1943. After marrying his high school sweetheart, Joan Taylor, the two moved to Dallas, Texas in 1950. There, Horner attended night school at SMU for 11 years and earned a degree in business. His management career included several positions for large corporations, including direct selling company Home Interiors and Gifts, where he and wife Joan worked alongside their friend Mary Crowley for 17 years.

In 1985, Horner and Joan founded direct sales company Premier Designs with the goal to provide encouragement and extra income for single moms, to offer a way for those in full-time ministry to meet their financial needs and to give financial support to the various ministries in which they believed.

Horner held the title CSO, standing for Chief Servant Officer, and developed the company’s founding principal: Honor God and Serve Others. The company’s purpose, Horner announced, would be to enrich every life they touched.

Premier Designs became a multimillion-dollar business, earning more than $100 million in revenue annually.

Horner is preceded in death by wife Joan Horner, and is survived by his second wife Sarah Hemingway Horner, five children, 14 grandchildren and two great-grandchildren. DSN

EXECUTIVE ANNOUNCEMENTS

For the full articles, visit directsellingnews.com/ announcements

EXp World Holdings, the holding company for eXp Realty, announced Peggie Pelosi has been named to its board of directors. Pelosi is the eighth board member and one of four independent directors.

Pelosi has extensive professional and academic expertise in corporate social responsibility and sustainability, commercialization, network development and ESG strategy.

4 Life welcomed Ryan Wood as the company’s new Chief Financial Officer. Wood is a Certified Public Accountant who brings more than 15 years of industry experience, as well as expertise in strategy development, global operations, executive leadership, controllership and cash flow forecasting.

“With on-the-ground operations in 24 markets, 4Life has 25 years of solid financial planning and analysis,” said 4Life President and CEO Danny Lee. “I’m confident that Ryan is the right person to continue our excellent track record, and I look forward to the improvements he will bring to our team, our brand and our corporate culture.”

AIDAN O’HARE PRESIDENT / FOREVER LIVING

Forever Living Products International has named Aidan O’Hare as the company’s new president. Gregg Maughan, who has served in this role since 2008, will continue as Chief Executive Officer, leading the company’s overall vision.

O’Hare has worked in a management capacity for Forever Living for 26 years and previously oversaw the company’s global sales strategies as Executive Vice President of Sales.

“Aidan has been instrumental in the growth of Forever Living with his roles in overseeing UK and European sales, global marketing, and international sales,” said Maughan. “His broad experience with successful leadership roles within Forever Living makes him ideally positioned to lead the next chapter of our story.”

PEGGIE PELOSI BOARD OF DIRECTORS / EXP WORLD HOLDINGS

RYAN WOOD CHIEF FINANCIAL OFFICER / 4LIFE

Mary Kay Inc. has appointed Sheryl Adkins-Green to the role of Chief Experience Officer. AdkinsGreen joined Mary Kay in 2009 and previously served as Chief Marketing Officer.

In this new capacity, she will continue to lead the company’s in-house creative agency and Global Brand Experience Division, as well as support the millions of Mary Kay independent consultants through a “360-degree integrated customer experience.”

“Nothing matters more at Mary Kay than a rewarding experience for our Independent Beauty Consultants and their customers,” said Nathan Moore, Mary Kay President of Global Sales and Marketing. “Sheryl’s experience as a customer-first marketer with an emphasis on unparalleled service makes her a natural fit as our Chief Experience Officer. She’s beyond passionate about the Mary Kay opportunity, and we’re thrilled to see how her global strategy will continue to make a difference in the lives of women across the globe.”

GLENN SANFORD CHIEF EXECUTIVE OFFICER / EXP REALTY

Glenn Sanford, eXp World Holdings Founder, Chairman and Chief Executive Officer announced a return to the CEO role for eXp Realty. The company described the move as an effort to intensify the organization’s focus on “building the next generation at eXp Realty, amid challenges in the real estate market.”

Jason Gesing, who formerly held the CEO title, will now move into an expanded Chief Industry Relations Officer role that will help the company facilitate growth across markets it sees as key sectors.

This executive transition is the first announced in 2023 and follows a number of changes to the company’s leadership structure that took place in 2022.

“We are laser-focused on driving exponential growth and innovation across eXp Realty and the industry,” Sanford said. “Our model was designed to withstand varying market conditions, and we continue to have the most agentcentric model in the industry. This uniquely positions us to continue investing in our future and iterating on our industry-leading agent value proposition. I’m excited to be the hands-on leader for the next period of growth for the company.”

ROBERT WHITE CHIEF FINANCIAL OFFICER / IDLIFE

IDLife, LLC has named Robert White to the role of Chief Financial Officer. Justin Sparks will now transition into the position of Chief Financial Analyst.

White brings more than three decades of experience as a Certified Public Accountant and ten years of experience within the social selling industry.

“A company’s ability to grow vertically is determined by its willingness to invest in its foundations and leadership,” said IDLife Chief Executive Officer Josh Paine. “We are thrilled to welcome Robert White to our IDLife family. His proven leadership, relationships and core values make him the perfect fit for where we are headed as a company. Additionally, allowing Justin Sparks to focus on financial modeling, predictive analytics and machine learning allows IDLife to better serve our growing base of associates and customers and give them the information and tools that they need to excel in this rapidly changing marketplace.”

SHERYL ADKINS-GREEN CHIEF EXPERIENCE OFFICER / MARY KAY

Beautycounter Founder

Gregg Renfrew has stepped away from her role as Executive Chair and Chief Brand Officer for the company. Renfrew launched Beautycounter in 2013 and began educating consumers on the dangers found in the personal care industry, mainstreaming the notion of “clean” beauty.

In response, the company announced strategic changes to its executive team.

Luana Bumachar, who has more than two decades of experience in consumer-centric brand marketing roles, has been appointed to the role of Chief Marketing Officer.

Jennifer Lee has been promoted from Senior Vice President of Supply Chain to Chief Impact Officer.

Christina Hoffman, who has more than two decades of talent strategy and culture experience, has been named Chief People Officer.

Kara Trousdale, formerly the chief marketer for Amazon’s fashion division, has been named the company’s Chief Commercial Officer.

APLGO announced it has appointed Yulia Fateeva to the role of Vice President for Southeast Asia.

Fateeva brings an MBA and more than 15 years of international business experience to APLGO. A seasoned leader, she is known for her crisis management and team building skills.

Fateeva’s leadership is expected to continue the momentum APLGO has experienced in the region. Southeast Asia is now one of the fastest growing markets for the company.

Coway Co., Ltd. announced a departure from its coCEO structure, and will instead transition into a sole-CEO model.

Jangwon Seo, the current co-CEO will now be the sole CEO. His former co-CEO, Hae-Sun Lee, is retiring and will move into a part-time advisor role.

Previously, Seo was a senior U.S. attorney at a leading law firm in Korea and served in other C-Suite level executive positions before joining Coway as CFO in 2021.

“We will use ‘Crisis Resilience & Challenge Resolution’ to form a strong foundation for Coway’s global future,” Seo said. “Our focus will be on strengthening core business competitiveness and also securing new future growth engines.”

YULIA FATEEVA VICE PRESIDENT FOR SOUTHEAST ASIA MARKET / APLGO

JANGWON SEO CHIEF EXECUTIVE OFFICER / COWAY

GREGG RENFREW FOUNDER / BEAUTYCOUNTER

Herbalife Nutrition

Chief Executive Officer

Michael O. Johnson agreed to drop “interim” from his title.

Formerly, Johnson was CEO for the company from 2003-2017; Chairman from 2007-2020; and CEO again from 2019-2020.

Under his leadership, Herbalife quadrupled its sales and expanded operations from 58 to 95 markets.

“We’re thrilled to know that Michael will leverage his deep understanding of the company, our products, our independent distributors and their customers as he guides the company through its digital transformation and growth,” said Alan W. LeFevre, Lead Director of the Herbalife Nutrition Board of Directors.

InGroup International, the parent company of direct selling organization inCruises, announced that Anthony Varvaro, Chief Financial Officer, has been promoted to Chief Operating Officer. Varvaro will also remain as the company’s CFO.

“Anthony has proven himself a very valuable executive leader,” said Co-CEO and Co-Founder Frank Codina. “His contributions continue to improve inGroup’s financial health. We are grateful for his leadership and pleased to promote him to this new level.”

Amway announced it has appointed Peter Strydom to the role of Chief Marketing Officer. In this role, Strydom will lead a global team effort to create customized online, mobile and social experiences. He will now also serve as a member of Amway’s Global Leadership Team, the company’s executive decision-making body, and be committed as a member of the Amway Executive Staff to enhancing company culture, talent capabilities and global market needs.

Strydom joined Amway in 1997 and has worked in a number of leadership roles within the company across four countries, most recently as Managing Director of Amway Japan.

ANTHONY VARVARO

CHIEF OPERATING OFFICER / INGROUP

PETER STRYDOM

CHIEF MARKETING OFFICER / AMWAY

MICHAEL O. JOHNSON

CHIEF EXECUTIVE OFFICER / HERBALIFE

Ltd.

4

SCIENCE ADVISORY BOARD / 4LIFE

Life announced that Em Capito, LCSW, MBA, E-RYT, CMT, is now a member of the company’s Health Science Advisory Board (HSAB).

Capito has more than 15 years of experience as an integrative psychotherapist and is a mind-body resilience expert who delivered a TEDx talk in 2019 about “resiliency field trips” and “stress inoculation.”

“Em’s background in social work, mental wellness, meditation and reducing anxiety will provide 4Life with invaluable insight for some of the challenges we all face in today’s ever-shifting society,” said 4Life Chief Scientific Officer Dr. David Vollmer. “Each of our products begins with that special combination: a challenge, an insight and then a formula.”

SHANE JONES

Nature’s Sunshine Products, Inc. announced that Shane Jones has been named Chief Financial Officer.

Jones has more than 25 years of experience in the finance sector and has held senior finance roles at household name brands like Amazon and 1-800 Contacts.

At Nature’s Sunshine, Jones will serve as a key member of the company’s executive committee and will work closely with operations, IT and supply chain teams to ensure efficiency and sustainable, profitable growth.

“We are pleased to have someone with Shane’s strong background join our team,” said Terrence Moorehead, Nature’s Sunshine President and Chief Executive Officer. “His proven track record of creating highperforming teams, while working collaboratively to achieve business objectives, will play an important role in ensuring we continue to drive growth across the business.” DSN

EM CAPITO

HEALTH

CHIEF FINANCIAL OFFICER / NATURE’S SUNSHINE

THE GUIDE

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 Guide by DSN. In each issue of DSN, 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.

APRIL

MAY DESTINATION AND TRAVEL SOLUTIONS

JUNE DISTRIBUTION, FULFILLMENT AND LOGISTICS

JULY/AUGUST SOFTWARE, TECHNOLOGY AND SOCIAL MEDIA SOLUTIONS

SEPTEMBER EVENT PRODUCTION

OCTOBER INCENTIVES AND RECOGNITION

NOVEMBER CREDIT CARD AND PAYMENT PROCESSING SOLUTIONS

DECEMBER CONSULTING AND EXECUTIVE SEARCH

BRANDING, MANUFACTURING, INGREDIENT & PACKAGING

Concept Laboratories Chicago, IL conceptlabs.org

Cosmo International Fragrances Ft. Lauderdale, FL cosmo-fragrances.com

Dicentra Toronto, ON dicentra.com

Futureceuticals Momence, IL futureceuticals.com

Gemini Pharmaceuticals Commack, NY geminipharm.com

Nutravail, LLC Chantilly, VA nutravail.com

Pharmatech Labs Lindon, UT pharmatechlabs.com

Progressive Laboratories Irving, TX progressivelabs.com

Valentine Enterprises Inc. Lawrenceville, GA veiusa.com

Wixon Inc. St. Francis, WI wixon.com

Whatbox Consulting Group Columbus, OH whatboxconsultinggroup.com

Alan McGuirt 888-452-6853 amcguirt@vandrunen.com

Shane McClellan 801-753-7846 Shane.McClellan@pharmatechlabs.com

Would you like to be included in The DSN Guide? Contact Jerilyn Taylor (jtaylor@directsellingnews.com) for more information. Companies featured in The Guide have been in business for a minimum of two years and are verified to be working with direct selling companies. Companies appearing in The Guide are not endorsed by DSN. The Guide is provided strictly as a resource. It is each company's responsibility to verify and investigate providers and services.

Today’s direct selling executives look to THE GUIDE to find the right partner for their projects. Whether you offer incentives, event production, payment processing or logistic services, make sure the top companies in the channel know who you are, what  you do and how you can help them!

> The DSN GUIDE Connects Your Business with Direct Selling Companies

LET'S TALK!

To find out how your company can appear in THE GUIDE , contact Jerilyn Taylor at jtaylor@directsellingnews.com.

GROW & EVOLVE WITH THE CHANNEL: DSN SUPPORTER PROGRAM

WE BELIEVE DIRECT SELLING’S SUPERPOWER IS ITS SPIRIT OF SHARING AND SUPPORT. When one company succeeds, the entire channel benefits. It’s with that sensibility in mind that we developed the DSN Supporter Program in 2022 and welcomed dozens of participants, representing billions in cumulative revenue, committed to helping this channel grow.

WHEN YOU BECOME A SUPPORTER OF DSN AT THE PATRON LEVEL AND ABOVE, you not only empower us to provide the global news, events, podcasts and recognition that help keep you informed, engaged and one step ahead, but you unlock invaluable perks, insightful educational content and unlimited access to exclusive research commissioned and sanctioned by DSN.

Platinum, Gold & Patron level exclusives:

n 24/7 Access to the DSU On-Demand Library with 200+ TED-style sessions

n NEW in 2023:

– Access to exclusive new generational research and special interest reports

– Invitations to C-level virtual webinars

– Invitations to exclusive VIP events and more

DSN has outdone themselves with the new DSU On‑Demand Library! Helping our organization grow at every level is a core pillar of ours, and the DSU content helps us enhance our efforts in an innovative way.

—MARK STASTNY / CMO, SCENTSY

The Rise of Subscription Ordering

Recurring auto-shipments and one-click payments are becoming staples of the eCommerce experience.

BY DAVID LEE

AUTO-SHIPMENTS have long been a fundamental aspect of the direct selling industry, even before online ordering dominated customer habits. From software to entertainment to coffee and groceries, home essentials, baby and pet products and more, consumers are becoming more and more accustomed to ordering everyday items on an automatic, reoccurring basis. Tying subscription services to customer loyalty programs, offering one - click payments and leveraging digital wallets are also increasingly popular strategies to increase customer retention and better predict revenue.

“Subscription services have been gaining traction over the past few years as consumers become more used to receiving regular goods shipments instead of making one-off purchases,” noted an article by eCommerce firm Webmefy. “Setting up recurring orders saves customers time by ensuring they always have items they need regularly. It also provides an additional revenue stream for businesses by locking customers into recurring payments for their goods.”

Allowing simple online cancellation helps increase subscriptions. Brightback, an automation software company, found that 80 percent of consumers are more likely to try or buy a new subscription if they can cancel it online. Help Scout, a Boston-based digital help desk company, says that an increase in subscription models requires a strengthened customer service focus. “We expect to see a high growth in businesses offering subscription models to their customers in order to create a more predictable income stream,” the company said. “This makes it vital for customer

service teams to develop their retention skills. Poor service is a leading cause of customer churn, while a great support team can increase retention and contribute to revenue expansion.”

Food delivery service is one of the fastest- growing online ordering sectors, with subscription-based delivery one of the top trends. According to Onfleet, the U.S. online food delivery market reached $23.4 billion in 2021 and is expected to reach $42.6 billion by 2027. Postmates, Grubhub, Uber and DoorDash offer subscription-b ased options with reduced fees and exclusive deals from restaurants and grocery stores. Custom menus, pre-selected meal kits, drone deliveries and increased competition are helping normalize recurring food delivery.

FOOD DELIVERY SERVICE is one of the fastest-growing online ordering sectors, with subscription-based delivery one of the top trends.

Auto-shipments or subscription ordering removes the need to re-enter sensitive payment information. These options are implementing evolving technologies such as mobile and digital wallets, one-click payments, third-party pay platforms and in-app payments. According to Statista, the number of mobile wallets maintained by consumers should reach 4.8 billion by 2025 compared to 2.8 billion in 2020. It’s also predicted that businesses will process $8 trillion in frictionless payments by 2024—doubling the amount from 2020.

Embedded payment options are also on the rise since more customers are opting to save their payment info with merchants. This way, customers can pay with one click of a button or easily purchase within an app.

Text-based payments are also on the rise. “Lengthy checkout pages can be a turnoff to eCommerce customers. Embedded payments let you skip the added steps, instead providing a single, clickable button on your app or website,” explained payment service company GoCardless. “Paying with a single click makes the checkout experience much easier for consumers, which also increases purchase frequency. For all these reasons, it’s well worth considering working embedded payments into your eCommerce strategy.” DSN

THE SUBSCRIPTION ECONOMY… BY THE NUMBERS

Subscriptions are set to grow to $1.5 trillion by 2025

45% SUBSCRIPTION MARKET VALUE REPRESENTED BY PHYSICAL PRODUCTS

69% VIDEO STREAMING SERVICE

Physical products are set to represent 45% of the subscription market value

Free trials convert 61.7% of users

69% of households now subscribe to one or more video streaming subscription service

70% of business leaders say subscription business models will be key to their prospects in the years ahead

53% of senior finance executives say at least 40% of their organizations’ revenues are recurring

70% BUSINESS LEADERS THAT SAY SUBSCRIPTION BUSINESS MODELS WILL BE KEY TO THEIR PROSPECTS

48% of businesses with a recurring revenue model struggle to meet accounting and reporting challenges

The average subscription billing vendor is growing 30 - 50% annually

(SOURCES: FUSEBILL, SELLCOURSESONLINE.COM, AMIC, DELOITTE, GLOBAL BANKING AND FINANCE REVIEW, CFO, THE PAYPERS)

Paying with a single click makes the checkout experience much easier for consumers, which also increases purchase frequency.

—GOCARDLESS

Shorter and Sweeter

Why YouTube Shorts could dominate the creator economy in 2023.

BY DAVID LEE

25 %

YOUTUBE GETS ABOUT 25% OF GLOBAL MOBILE TRAFFIC.

WHILE ONLINE VIDEO continues to trend toward shorter content, YouTube is investing heavily in its YouTube Shorts feature attempting to be the platform of choice for creators. Short, entertaining and educational videos (often paired with catchy music clips) have become a popular and effective way for direct sellers to build their business in the larger creator economy.

“If there’s a single type of content that is now officially king, it’s mobile-friendly short-form video,” a Forbes article claimed.

YouTube Shorts are 15 to 60 seconds in a vertical format, similar to TikTok, Instagram Reels and Pinterest Idea Pins. While longer-form videos are the platform’s bread and butter, Shorts will become a huge focus in 2023. YouTube announced in late 2022 that Shorts will become part of the Partner Program with creators earning 45 percent of ad revenue from their videos. For context, YouTube has paid out $30 billion in ad revenue over the last three years. By comparison, TikTok

2.3B

MORE THAN SUBSCRIBERS REGULARLY VISIT YOUTUBE EACH MONTH.

YOUTUBE SHORTS BY THE NUM BERS

n YouTube gets about 25% of global mobile traffic

n More than 2.3 billion subscribers regularly visit YouTube each month

n YouTube Shorts got 3.5 billion daily views in 2020

n $100 million in funding on YouTube Shorts went live in 2021 to encourage content creators on the platform

n About 25.6% of YouTube Shorts originated from India and 23.4% from the United States

n More than 70% of YouTube watch time is on mobile

n More than 70% of YouTube Shorts are longer than 15 seconds but have a 60-second time limit

n YouTube Shorts demand is outpacing supply with views increasing by 514% compared to uploads increasing by 169% (from January 2021 through June 2021)

(SOURCE: STORY LAB)

pays creators through its Creator Fund, which the platform plans to grow to $1 billion in the U.S. by 2025.

“From its massive reach to its ability to cross-promote content to its unique creator revenue model, YouTube Shorts has a lot to offer brands and creators—whether you’re looking to convert viewers into subscribers or browsers into buyers,” Forbes said.

Monetizing 30-second videos in YouTube’s ad program can be difficult. Where do you insert an ad within 30 seconds of content? But the platform is also improving shoppable ad experiences that could be coming to Shorts in the future. This improved experience and opportunity for creators could have them flocking to YouTube as the platform of choice for short-form video. They can also leverage longer videos on the platform, using Shorts as an introduction or teaser leading to more entertaining and educational content DSN

FORBES: 3 WAYS TO BOOST YOUR MARKETING IN 2023 WITH YOUTUBE SHORTS

1/ EXPAND YOUR REACH WITH A MASSIVE BUILT-IN AUDIENCE

YouTube has nearly 2.6 billion monthly active users with a $100 million investment in original creator content. Connect with users in the app, on the YouTube homepage, in their notifications, in their subscriptions and more.

2/ ENGAGE AUDIENCES IN CREATIVE NEW WAYS

Popular personalities can review and recommend your products and brand. Effective content includes how-to tutorials, unboxing videos, health hacks, entertaining lifestyle content and leveraging audio/music and video trends. Point viewers to longer-form videos to cement the relationship.

3/ PARTNER WITH INSPIRED, REWARDED CREATORS

Creators may come for the YouTube Shorts ad revenue, but they stay for other revenue streams such as subscriptions and affiliate product opportunities. Creators want to partner with brands they believe in and are confident sharing with their followers.

WO HONORING

FOR WELL OVER A CENTURY, INNOVATIVE WOMEN

HAVE DRIVEN THE GROWTH, EVOLUTION AND ADVANCEMENT OF DIRECT SELLING.

BY JOHN T. FLEMING

WOMEN LIKE

91 % OF ALL HOME PURCHASES

92 % OF ALL VACATIONS

HEN THE EDITORIAL TEAM at Direct Selling News asked me to share my thoughts on how women have long been the catalyst to the evolution and growth of direct selling, I couldn’t wait to address this intriguing topic. As a front-line sales executive at Avon—what we called “The Company for Women” many years ago—addressing the enduring legacy so many entrepreneurial women have created is not only gratifying, it serves as a reminder of the roots and foundation of what we often refer to as direct selling inclusive of its contemporary labels.

When I first joined the team at Avon and was presented with the idea of developing a new path for the company, I became intrigued. After a few meetings, I made the decision to go big and join the largest direct selling brand ever built. Rick Goings, who later served Tupperware as CEO in excess of 25 years, was President of Avon North American at that time. Jim Preston, legendary Avon CEO, was at the helm. Susan Kropf and Andrea Jung—two outstanding corporate leaders—became very instrumental in leading the company for women in new directions. Andrea and Susan later became CEO and President, respectively. Today, I consider it a blessing to have been a part of Avon at such a special moment in time.

Mrs. P.F.E. Albee, Brownie

Wise, Mary Kay Ash, Mary Crowley, Madame C.J. Walker plus many others recognized in this issue are shining examples of how the entrepreneurial income opportunity direct selling represents has been empowering women for over a century.

OF ALL HEALTH CARE PURCHASES

80 % 93 % OF ALL FOOD PURCHASES

89 % OF ALL BANK ACCOUNTS

What became obvious to me from day one was the emphasis on Avon being the company for women. I knew the stats and facts relative to the percentage of women engaged in direct selling versus men (typically 75 percent to 25 percent, but within many direct selling companies, the percentages are more like 95 percent to 5 percent).

Trailblazers and Innovators

I had also experienced the opportunity of personally meeting industry icons like Mary Kay Ash, Mary Crowley and Jan Day. I only read about Madam C.J. Walker who built an incredible enterprise with women of color. Her story is legendary. Madame C.J. Walker’s birth name was Sarah Breedlove, but she would later adopt the name Madam C. J. Walker. She was born on December 23, 1867 on the same Louisiana delta plantation where her parents, Owen and Minerva Anderson Breedlove, had been enslaved before the end of the Civil War. This child of sharecroppers transformed herself from an uneducated farm laborer and laundress into one of the twentieth century’s most successful, self-made female entrepreneurs.

David McConnell is credited with being the founder of Avon, but it is Mrs. P.F.E. Albee who is most revered for her iconic contributions to building

THREE KEY TAKEAWAYS

1 / WOMEN FAR OUTNUMBER MEN IN THE DIRECT SELLING SALES FORCE

As a channel, the ratio is roughly 75 to 25, but some companies run as weighted as 95 to 5.

2 / THE CHANNEL GIVES ENTREPRENEURIAL WOMEN OPPORTUNITY, ACCESS AND SUPPORT

For well over 100 years, women have been creating and offering a real, viable alternative to women looking for stable, flexible employment.

3 / A NEW GENERATION OF DISRUPTORS AND INNOVATORS ARE EMERGING

Following in the footsteps of legendary female figures in direct selling, the channel is increasingly being led by women Founders, CEOs and Executives.

the company for women at a time when women did not yet have the right to vote here in the U.S.

Brownie Wise made history when Earl Tupper, inventor of Tupperware, hired her to be head of sales. Brownie insisted upon complete control and focused on the “party plan” method of sales, invented at Stanley Home Products founded by Stanley Beveridge. Origins and first use of “party plan” go back to Stanley Home Products where Brownie, Mary Kay, and Mary Crowley gained their first experiences.

Women like Mrs. P.F.E. Albee, Brownie Wise, Mary Kay Ash, Mary Crowley, Madame C.J. Walker, plus many others recognized in this issue, are shining examples of how the entrepreneurial income opportunity direct selling represents has been empowering women for over a century.

Being a part of Avon impacted my thinking and my mindset. I continue to use the expression I have repeated many times over the past 20 years: “I am

grateful that Avon always found room for a few good men.” After taking early retirement from Avon and becoming Publisher and Editor in Chief at Direct Selling News, I found that corporately, the direct selling industry was dominated by men at the executive level—even though the roots of the model are women—women who became some of our country’s greatest entrepreneurs; women who were instrumental in empowering the lives of millions of other women as well as a few good men.

My previous statement does not forget or deny the incredible contributions of David McConnel, Stanley Beveridge, Rich DeVos, Jay Van Andle and others to the evolution of the direct selling model. Stan Beveridge started his direct selling career with the Fuller Brush Company which was primarily composed of men. In 1931 Stan Beveridge founded Stanley Home Products from which came many outstanding women who became legendary as a result of the party plan focus. I am simply acknowledging and recognizing the incredible contributions of women in the creation and advancement of this channel of distribution.

An Opportunity for Everyone

Today, I take great pride in the research, writing and selective advisory that I often participate in. I enjoy being an observer versus being a participant. The lens of the observer is very different. The lens of the participant is often focused solely on the health and welfare of the participant’s business, as it should be. However, an observer looks to understand the wider and broader view. Having been an avid photographer at one time, the difference between participant and observer is similar to the experience of changing from telephoto lens to wide angle. The perspective is very different.

Our world today might benefit more from the wide-angle lens. A lens which reflects on our history as well as the present and future...all at once. The wide-angle lens may, perhaps, help us to better understand the value of such contemporary topics such as Diversity, Equity and Inclusion.

There is power in questioning existing norms and disrupting accepted standards. Mrs. P.F.E. Albee challenged the assumption that men were better salespeople. Brownie Wise challenged Earl Tupper’s assumption that the best way to market Tupperware was through conventional retail stores. Mary Kay Ash and Mary Crowley challenged the assumption that women could not be entrepreneurial. Madam C.J. Walker challenged the assumption that an African American woman could not build a thriving enterprise composed solely of women of color.

The women who follow in the footsteps of these women are also challenging assumptions about what direct selling looks like and how it moves forward. Our future as a channel of distribution may be very different than the past. However, an unwavering passion to empower women may be our “secret sauce.”

DSN

JOHN T. FLEMING is the author of Ultimate Gig: Flexibility, Freedom & Rewards which provides an in-depth glimpse of the future of work and how the gig economy has fueled the growth and appeal of flexible work opportunities. John is principal of Ideas and Design Group, LLC and in both the DSA Hall of Fame and DSEF Circle of Honor. John is also a recipient of the DSN Bravo Lifetime Achievement Award. John has recently released LEVERAGE

Our future as a channel of distribution may be very different than the past. However, a belief in empowering women may be our ‘secret sauce.’

Create mentor InspireEmpower LEAD

BY BETH DOUGLASS SILCOX

F

ROM THAT FIRST TIME SHE ANSWERED THE DOOR AND A WATKINS “MAN” STOOD BEFORE HER, DIRECT SELLING CARVED OUT A PLACE

FOR WOMEN—AT FIRST, PRIMARILY AS CUSTOMERS. Women controlled tight household purse strings and sought products to make domestic chores efficient and ease common ailments.

Yet, eager 20th century female entrepreneurs would soon shine as direct sellers themselves. Evelyn Fuller outsold her husband, Alfred—the original Fuller Brush man—on her first day in 1908 and replicated that accomplishment every day after for two years straight.

By 1910, Madam C.J. Walker—born in 1867 on the same Louisiana plantation where her parents were once enslaved—trained 3,000 “hair culturists” in the use and direct-to-customer sale of her African-American haircare products. She helped originate the role of the self-made, 20th century businesswoman, someone who promoted female talent, rewarded agent success, upheld justice, encouraged political activism and contributed to charitable causes. And let’s not forget, she was also America’s first female millionaire.

Create Inspire LEAD

MADAM C.J. WALKER HELPED ORIGINATE THE ROLE OF THE SELF‑MADE, 20TH CENTURY BUSINESSWOMAN, SOMEONE WHO PROMOTED FEMALE TALENT, REWARDED AGENT SUCCESS, UPHELD JUSTICE, ENCOURAGED POLITICAL ACTIVISM AND CONTRIBUTED TO CHARITABLE CAUSES.

OF WOMEN have always found a way to make life the best it can be for their families, regardless of the challenges.

HE GIRLS AND WOMEN of our race must not be afraid to take hold of business endeavor and, by patient industry, close economy, determined effort and close application to business, wring success out of a number of business opportunities that lie at their very doors,” Madam Walker said.

Reflect upon that commanding imagery—”wring success out of business opportunities that lie at their very doors.”

Sheer empowerment lives in that statement. From Madam C.J. Walker’s time until present day 2023, tenacious, brilliant and giving women have stood strong, reached out and empowered their sisters forward, while giving rise not only to some of direct selling’s most successful companies but arguably the present-day industry itself.

Generations of women have always found a way to make life the best it can be for their families, regardless of the challenges. Facing economic hardship, broken relationships and single motherhood, early 20th century women wanted more than the status quo could provide. So, it’s little wonder Frank Stanley Beveridge and his wife Catherine’s home demonstration method for Stanley Home Products exploded in 1939 and delivered American housewives a viable way to work within the confines of home and family, earn money and confidence all while building powerful social networks. Sound familiar?

In Empower LEAD

Women were culturally and professionally under-appreciated into the postwar 1950s and they remained essentially “economically invisible.” But inspired by what they learned at Stanley Home Products, Brownie Wise (Tupperware), Mary Kay Ash (Mary Kay Cosmetics), Mary Crowley (Home Interiors) and Jan Day (Jafra) would soon launch women to new horizons and solidify their own legacies as phenoms of direct selling.

T ENACIOUS, BRILLIANT AND GIVING WOMEN HAVE STOOD STRONG, REACHED OUT AND EMPOWERED THEIR SISTERS FORWARD, WHILE GIVING RISE NOT ONLY TO SOME OF DIRECT SELLING’S MOST SUCCESSFUL COMPANIES BUT ARGUABLY THE PRESENT DAY INDUSTRY ITSELF.

Brownie Wise knew how to speak to the dreams of women, but even her marketing genius—the brilliance that created the Tupperware Party— succumbed to 1950s social norms. Thousands of dealer recruits and $100 million in corporate sales, the first woman on the cover of Business Week had no written employment contract and was forced out seven years into her tenure, receiving only $30,000 severance after a court battle. Earl Tupper sold his company for $16 million a few short months later.

Brownie deserves respect as the inventor of the modern party plan, but also for her plucky spirit and drive to empower women that 1950s society pushed to the periphery. “Remember the steam kettle,” she liked to say, “though up to its neck in hot water, it continues to sing.”

“For every failure, there’s an alternative course of action. You just have to find it. When you come to a roadblock, take a detour,” Mary Kay Ash said.

In 1963, Mary Kay did just that. Passed over for a promotion at Stanley in favor of a man she had trained, Mary Kay set out to make change, not just for herself but for all women. She launched the predecessor of Mary Kay Cosmetics while mourning the sudden death of her new husband, George, disrupted the status quo and turned the maledominated workplace on its head.

“Most people live and die with their music still unplayed. They never dare to try,” Mary Kay said. That didn’t sit well with her. She pictured everyone wearing a sign that read, “Make me feel important.” She led with unwavering integrity and fervently believed her company was doing something far more important than just selling cosmetics. Mary Kay changed women’s lives.

At a time when the “American Dream” remained elusive to so many due to societal bias, direct selling made a place for women to finally become

economically visible by using their social networks to advance careers beyond “mad money” earnings. Legacy female founders, like Jafra’s Jan Day and Eunice Dudley, who met and worked alongside her husband Joe at Fuller Products, Inc. for decades before co-founding Dudley Beauty Corp., helped women from all walks of life discover what was on the inside and pull it to the outside.

“Success is not money in the bank or the car that you drive or the clothes that you wear or your status in the community,” Mary Crowley, founder of Home Interiors, said. “But success is really the ratio between what you have done and what you can do.”

“Nothing was quite like the reality of getting in that car, packed up with all my things, leaving my family at home and driving in rush hour traffic at night to Ruth’s house,” Pampered Chef Founder Doris Christopher recalled.

Slow traffic gave Doris time to second guess. Was she crazy for thinking kitchen shows would work? She was scared, but she kept driving.

“It’s just such an amazing thing to think about how uncomfortable I was when I had to really do this show and how quickly those fears were at least put aside, if not totally erased by success, by the positive response we got from customers,” Doris said.

The heartaches suffered, hurdles cleared and groundwork laid by direct selling’s extraordinary founding sisters are but one turn of a spinning wheel of inspiration. The next empowering turn comes from the bold, creative and tenacious spirits of these 35 current day female founders, whose modern leadership and vision reflects many of the ideals and principles of their predecessors.

“

Remember the Though up in hot water, to sing.

—BROWNIE WISE / TUPPERWARE

YEAR FOUNDED: 1998

HEADQUARTERS:

SANDY, UTAH

NUMBER OF EMPLOYEES:

1,000 WORLDWIDE; 380 UTAH-BASED

FAVORITE PRODUCT:

4LIFE ® TRANSFER FACTOR PLUS ®

NOTHING can stop an enthusiastic woman who believes in what she is doing!

Bianca Lisonbee

BIANCA LISONBEE’S ADVICE to women? “Be yourself. Who you are is your greatest asset.”

And from her birth, being Bianca meant embracing a unique origin story. Her immigrant parents were literally enroute from Italy to America when she was born. Her passport lists her birthplace as “At Sea” and each time she signs her name is a reminder of the name of the vessel that carried her family to a new home—Conte Bianca Mano.

“You can imagine the strange looks I get while going through Customs and Immigration when I travel. Reactions range from outright laughter to suspicious looks. The responses make me wonder if officials think I might be some sort of mermaid in disguise!” Bianca joked.

But it is precisely this unlikely beginning that engrained in Bianca an empathy for immigrants. In living that story and in its re-telling over the decades that have passed, Bianca has inspired countless 4Life affiliates and customers around the world. It informs her day-to-day as a founder within the direct selling industry, as well as the good works she undertakes through the creation of the 501(c)(3) nonprofit, Foundation 4Life.

Because she shares the role of founder with her husband, David, hers were not the challenges faced by many other female founders who have shouldered that responsibility alone. But as Bianca shared, “In my experience with women who have done just that, I think it’s important for us to have a passion for what we are doing. That passion breeds a level of confidence that others are drawn to regardless of gender or anything else. Nothing can stop an enthusiastic woman who believes in what she is doing!”

“Women like Mary Kay Ash are truly legends in this industry. I love how she didn’t wait for anyone to give her permission to succeed. She found a space she was passionate about and went for it,” Bianca said.

Bianca believes it’s not necessary for females to try to be like their male peers. Women often possess a natural ability to network and connect. That’s a great advantage in a relationship business like direct selling. But what all would-be leaders must do is learn from the examples around them.

“It’s important to make sure your company provides a level playing field for growth and progress for all your employees and that would, of course, include women. This is something that needs to be visited and revisited regularly. And yes, it is very important to us because it makes for not only individual satisfaction in the workplace, but helps the entire organization move forward in dynamic ways because an employee who feels valued in their contribution will bring a lot of positive energy and talent to the table.”

Melissa Thompson

NEARLY 30 YEARS after Melissa Thompson became an Avon representative, she sat in the founder’s seat at BELLAME and asked a simple question. “Why should someone have to pay us to represent our brand?” The mind-blowing answer: they shouldn’t have to.

This revelation led to Melissa’s construction of direct selling’s first omni marketing opportunity, an increasingly relevant business model in a significantly shifted post-COVID world. “We have gone from entrepreneurs looking for a brand to represent, to them looking to add us to their personal brands,” she explained.

With that comes the need for companies to respect those personal brands and provide entrepreneurs flexibility for multiple brand representation. It’s a new and exciting shift in what direct selling is and will be—one Melissa is truly excited by. She is committed to blazing a trail and changing the game with this forwardthinking business model, not just for BELLAME’s predominately female field, but for the future of entrepreneurship and the direct selling channel.

“The merging of affiliate and network marketing allows us to be perfectly positioned to be the most relevant opportunity for the next generations of social sellers. While I am beyond proud to have pioneered the omni marketing opportunity, I am even more inspired witnessing other brands moving in this direction!” she said.

Melissa’s career started by calling on customers door-to-door but eventually landed her in management, where she passionately advocated for entrepreneurs and their customers. Unlike her male colleagues who expressed equal exuberance and exhibited “true leadership,” Melissa was labeled “dramatic or bossy” in those predominately male boardrooms.

“This obstacle became a catalyst for shaping my career and later creating a brand and environment that celebrates passionate leadership,” Melissa shared.

“I experienced firsthand what it means to step into being unapologetically YOU, but it took a good 15 years to get there. I wish I could share with my younger self what I share now with others: Be confident. Speak up. Embrace who you are and what you have to offer and never, ever play small!” Melissa emphasized.

“From a field perspective, we are a femaledominated industry, yet many boardrooms continue to be male dominated. Creating the next generation of female corporate executives should be a goal for us all as an industry. It is a goal for BELLAME. I plan to help develop tomorrow’s industry leaders, whether they stay with us forever or move on. We are doing our part to ensure the long-term success of our industry,” she said.

YEAR FOUNDED: 2018

HEADQUARTERS: FORT WORTH, TEXAS NUMBER OF EMPLOYEES: 20

FAVORITE PRODUCT: DREAM LUXE SLEEPING MASK

KEY TO SUCCESS: WE PUT PRESTIGE BEAUTY AND WELLNESS INTO THE HANDS OF OUR CUSTOMERS WHILE PUTTING MILK ON THE TABLE FOR THOSE THAT SHARE OUR BRAND.

Mindy Lin

MINDY LIN NEVER ENVISIONED this path or this journey. She did see herself clearly as a mother that would keep her children safe from things she had faced as a child. But the broader scope—the ability to lead a company that would leave a whole world of women and children safer—that was a bit unexpected. However, she said, “That’s the vision and the dream now.”

“I’ve been continuously inspired by how far and how much good people are willing to go and to give to make a difference in the world,” Mindy said. Her company’s Damsel House Project, a sex trafficking rescue, and the connection of her company’s field to the work in those homes is proof.

“Put a big heart in front of a child that was rescued because of their hard work, and you will never lose them. And place a strong heartfelt mission in the middle of an industry and watch a network of people you barely know, and even “competitors” in the space, rally around to support it,” Mindy said.

Her greatest joy—the ability to make change for the most vulnerable—presents personal difficulties at times. “I would say my greatest challenge has been staying in my lane as the Founder and CEO and not taking on the hardships of the field as my own. Understanding their trauma and what they have overcome, it’s very easy to blur the lines between founder and friend, when you are an empath who loves the people you are leading,” Mindy said.

Yet, this former Mary Kay consultant has found a way. She’s always believed that nothing could stop a woman with a strong work ethic and an

TODAY, WE LEAD armies of inspiring women bolstered by and proud of their abilities to make a difference in the world for others.

even bigger vision. Surrounded by women within her own company and the larger industry that so readily lead by this example, Mindy thinks of them as the modern day versions of the founding female direct sales icons like Mary Kay Ash and Doris Christopher.

“I think that we, as women, are some of the best natural innovators. We face a problem at home or at work and quickly assess for solutions. Make us do the same inefficient task twice and watch us revolutionize it with a hack or delegate it without ego to someone who can do it better,” she said.

“Today, we lead armies of inspiring women bolstered by and proud of their abilities to make a difference in the world for others, not just in themselves or in their households. What an incredible evolution of impact for young female professionals to follow.”

YEAR FOUNDED: 2011

HEADQUARTERS: BOISE, IDAHO

NUMBER OF EMPLOYEES: 20

NUMBER OF DISTRIBUTORS: 36,000+

FAVORITE PRODUCT: PROTECTED PEPPER WITH SHIELD TECHNOLOGY

FAVORITE QUOTE: GOD DOESN’T CALL THE QUALIFIED; HE QUALIFIES THE CALLED.

YOU HAVE everything you need to be successful. You will encounter challenges and obstacles, but always remember your mission and you will prevail.

Ursula Dudley Oglesby

URSULA DUDLEY OGLESBY doesn’t remember a time when direct sales wasn’t a part of her life. At ten years old, her parents—who met working for Fuller Products, Inc., spent years at the company’s helm and eventually created their own beauty brand—had Ursula selling door-to-door.

“I wrote my Harvard college application essay about my escapades,” Ursula remembered. She’s certain those direct selling experiences contributed to her acceptance and later work as a student recruiter in Harvard’s Admissions Office.

Ursula had never envisioned becoming the leader of the brand that her parents, Joe and Eunice, built. But, she said, “The universe had a different plan for me.”

A 30-second fire at their company facility resulted in more than property damage. While no one was hurt thanks to quick-thinking employees, she said, “The ensuing challenges almost became too much to bear.”

But the family-owned and -operated business rallied, restructured and in 2008, Ursula found herself as President and CEO of Dudley Beauty Corp. “I had to use all of my knowledge and experience up to that point to lead the company. It was challenging and exciting at the same time.”

Ursula learned to trust herself and believe in her abilities and now tells young women, who are just starting their careers, to remember: “You have everything you need to be successful. You will encounter challenges and obstacles, but always remember your mission and you will prevail.”

Taking inspiration from Mary Kay Ash, an icon and legend she was privileged to meet, Ursula shared, “She let nothing stop her and built a fabulous company. Her life helped me to develop part of my mission statement. My chief aim is to give men and women a dose of hope by enriching their lives so that every time they look in the mirror, they can truly see the beauty on the outside and the inside and know in their mind that ‘God didn’t take time to make a NOBODY!’”

Ursula is no fan of bureaucracy and empowers her staff by keeping an open door and open mind. She channels her passion for business and personal development into classes that she teaches whenever she can. And to survive and thrive through the COVID pandemic, creative and innovative thinking came to the forefront of her leadership style.

Dudley Beauty Corp’s multi-channel business model faced significant challenges during the world health crisis. “The majority of our business had been through beauty salons, and they were shut down. I had to learn how to pivot quickly and to make critical business decisions,” Ursula said.

“I began to sell hand sanitizer, developed programs for the hair stylists to earn money from home and increased my eCommerce footprint. Dudley Beauty Corp. became a leaner and healthier organization as a result,” she said.

YEAR FOUNDED: 1967

HEADQUARTERS: HIGH POINT, NORTH CAROLINA

NUMBER OF EMPLOYEES: 7

NUMBER OF DISTRIBUTORS: 1,000

FAVORITE PRODUCT: COCOA BUTTER LOTION

FAVORITE QUOTE: WHERE MUCH IS G IVEN, MUCH IS RE QUIRED.

YEAR FOUNDED: 1997

Sylvie Rochette & Amelia Warren

LIKE SO MANY young mothers, Sylvie Rochette was feeling the pressure of dinner. It needed to be fast. It needed to be healthy. And she needed her kids to eat it. But accomplishing that every night with what was available at her local grocer was increasingly unlikely. It seemed like nobody cooked from scratch anymore. Everything was highly processed and boxed and not very good for you—or your family.

Sylvie began experimenting at home with wholesome seasonings and spices and soon met success around her own dinner table that would spill out to family, friends, farmer’s markets and trade shows. In 1997, she launched Epicure, which would go on to become direct selling’s largest Canadianfounded party plan company.

Amelia Warren was one of those kids sitting around Sylvie’s table and says her mother gave rise to a food movement that has nourished and changed millions of lives. “Since then, our family business has been a woman-run company, empowering women in our corporate team and our community,” Amelia said.

“We understand that for our home team to fill the cup of others, they must fill their own first. We believe in women; we empower women; we support women; we walk the walk and talk the talk,” Amelia shared.

That means equal opportunities for career advancement, a safe work environment, open communication as well as education and development opportunities. “We support our parents with flexibility (hours, remote), paid time off to attend medical appointments or a school play, paid sick days, paid maternity and paternity leave and create awareness through regular diversity, equity and inclusion training for both our home office team and field leadership,” Amelia said.

Epicure meets its Canadian and U.S. staff where they are with what they need to be successful at work and at home. They meet their field consultants and their customers using the same attention-to-need philosophy.

“Customers must be able to easily purchase from us—whether that’s online, on social media, in person, at cooking classes or via a frictionless eCommerce experience,” Amelia said. “To differentiate, we need to add value in every interaction.”

HEADQUARTERS: NORTH SAANICH, BRITISH COLUMBIA, CANADA

WHILE WE ARE always evolving, as a multigenerational family business, we make all our decisions with the next generation in mind.

And it is the brand ambassador who remains vital to Epicure expanding its reach. “Equipping them with simple tools and strategies they can implement quickly to monetize their community, grow a robust client base and build customer loyalty is key,” she said.

Amelia leads an agile and entrepreneurial company bent on expansion and growth, applying vertical integration strategies, rapid product innovation, a focus on higher product quality and increased availability.

“While we are always evolving, as a multigenerational family business, we make all our decisions with the next generation in mind. We are not a flash-in-the-pan company; we will be here through the tough times and thrive because we have a big mission—to serve our communities by helping time-starved families connect across the table to share epic food, eat healthier and live better.”

YEAR FOUNDED: 201 9

HEADQUARTERS: WILMINGTON, NORTH CAROLINA

NUMBER OF EMPLOYEES:

55

NUMBER OF DISTRIBUTORS: 18,500

FAVORITE PRODUCTS: CLASSIC BALANCE AND RESTORE BUNDLE AND GREEN COMPASS INTIMACY OIL

Meredith Cook

MEREDITH COOK IS well acquainted with the success sentiment that says, “You just have to start where you are and not wait until you think you are ready.”

Despite a deep fear of public speaking, Meredith armed herself with marked up notes and took refuge behind a podium every single time she addressed a crowd during the early days of Green Compass Global. She relied heavily on them, until finally—little by little—fear loosened its grip.

“I am not embarrassed to admit any of this because I know it helps our Advocates develop confidence in themselves and know that they too can get outside their comfort zones, feel the fear but jump in anyway,” Meredith shared.

“I think that many people have been conditioned to play small and that makes sense when you understand that your brain just wants to keep you safe. Our survival instinct equates sameness with safety,” she explained.

That’s probably why naysayers perpetually popped up when Meredith shared what they thought were “unrealistic” goals. Most people couldn’t envision the rapid growth she knew her hemp-based wellness company would attain. Of course, there was also the added factor of being a female founder.

“I have encountered times when my vision was taken even less seriously, especially by male counterparts or I was patronized when casting my vision,” she said. But unwavering support, respect and belief flowed freely from her husband and Co-Founder, Sterling, as well as Green Compass’s entire executive team and many others.

“As women, one of our many superpowers is to lead with both our intuition and our intellect. In hindsight, I can confidently say that intuition, intellect and unwavering belief in myself and my vision has led to my success. There’s no room for doubt, so instead I’ve learned to trust myself and inspire those around me to think bigger—even when it’s uncomfortable,” she said.

According to Meredith, it’s vital to never let other people’s doubts shrink your vision. Women should follow their hearts and trust their intuition, then partner it with grit, determination, belief in yourself and hard work. “But you must take that leap into the unknown and get outside of your comfort zone. Don’t be afraid of where you will land. Once you jump, your safety net will appear!”

The trick to empowerment is in creating a safe environment where women can be honest, authentic and take risks. It takes connection and trust to build a sanctuary of sorts like Green Compass, where women know they can be vulnerable. It also takes a leader who purposefully targets and prioritizes empowering women, leads with empathy and admits to mistakes.

“When women know you believe in them and trust their abilities, value their opinions and expertise and care about them, they can thrive,” she said. “People need to hear from your heart and feel your energy.”

AS WOMEN, one of our many superpowers is to lead with both our intuition and our intellect.

Kathy Coover

WOMEN PUSH TO DO MORE and be more, prioritizing family and wearing an array of “hats” multiple times a day in order to balance work and life. Kathy Coover—a self-proclaimed over-achiever—doesn’t see that changing. “Overachievers often think we must do everything ourselves, but training others and learning to trust others is crucial to your success and well-being,” she said.

Kathy did her fair share of swapping hats when Isagenix was a fledgling direct selling company. “That’s where I believe true learning happens,” she said. And that hectic, unbalanced time taught her to embrace her passion for field sales and marketing, then stretch to grow into the rest.

Soon, Kathy used her decade as a top field leader to simplify business growth for associates and gave them what they needed to succeed. “It was special to me because it allowed me to link arms with the field and work together for a common goal. To this day, I believe bonding and collaborating with the field creates the most successful outcome, culture and loyalty,” she said.

Post-pandemic, amid a competitive business climate that not only includes other direct selling companies but also the likes of Amazon, people who want and need sustaining incomes demand simplicity. “If it’s not easy, they’re not interested in the model because they have other options like becoming an Amazon influencer. People want to know exactly what they will get paid, so affiliate options become very desirable,” Kathy said.

According to Kathy, direct selling companies must continue to adapt and create platforms for like-minded Millennials and Gen Z to create bonds, seek personal growth and fulfillment, learn new life skills, challenge themselves and take control of their destinies.

“When used properly, these influencers can attract many new customers, and customer base is key,” she said.

For female entrepreneurs, Kathy said, “They aren’t dependent on anyone else to make or break their careers; promote them or hold them back; review their work or judge them in any way. It’s a very satisfying feeling to be in control of your career.”

Were she able to advise her younger self, Kathy shared that she would remind herself of a few simple facts. “Success takes time. Be patient with yourself. Set big goals with deliverable actions attached to them. Constantly evaluate your results and make necessary adjustments. Collaborate more. Collaboration stimulates everyone to be creative and think out-of-the-box. Watch what other successful companies and leaders are doing to get ideas to expand your reach. Never stop challenging yourself.”

I BELIEVE bonding and collaborating with the field creates the most successful outcome, culture and loyalty.

YEAR FOUNDED: 2002

HEADQUARTERS: GILBERT, AZ

FAVORITE PRODUCT: ISAGENIX COLLAGEN ELIXIR™

FAVORITE QUOTE: “DO WHAT IS EASY AND YOUR LIFE WILL BE HARD; DO WHAT IS HARD AND YOUR LIFE WILL BE EASY.”

—LES BROWN

Nancy Bogart

Deeply rooted relationships like these create a unique vibe within the industry—with customers, consultants and coworkers. “I do not see this anyplace else. I love it!” she said.

“I WAS TIRED OF PEOPLE telling me how far I could go,” Nancy Bogart said. And the company she founded in her Missouri kitchen not only propelled her career to unimaginable heights, but also offered limitless potential to so many others.

Nancy was told “no” over and over because she was a woman. She was ignored because she was a woman. It happened so frequently, she said that, “It became quite comical to me. I sometimes would just mentally take note and think what a fun chapter they would be in my book someday.”

On days when rejection seemed to pile up, it was that future success story where she focused and gained immense inspiration to keep going. “Our first bank said ‘no’ to us, but our second bank said, ‘yes.’ They got over $30 million in business that the first bank missed out on,” she said.

Nancy’s best advice? Stop second-guessing. It’s a waste of time. Arm yourself with double-checked facts; be true to who you are; and just go for it. “If you screw up—you can fix that too!” she shared.

“Write your story, sister!”

Nancy also took a deep dive into the histories of direct selling’s legacy pioneers before she started Jordan Essentials, reading book after book. Then she cultivated “deep roots” with contemporaries—Jill Blashack Strahan, Joan Hartel, Joni Rogers-Kante, Madolyn Johnson and more—who each became amazing friends and mentors.

As Nancy thinks about the future, meeting the challenges brought by competition and consumer needs, she said, “Those deep roots weather the storms and have kept us going 23 years later—and they will keep us going long into the future.”

“My business is not in my kitchen anymore, so it’s 100 percent very different than I had envisioned and much more spectacular than I could have imagined. I am so very grateful and humbled daily,” Nancy shared.

Yet, as her story continues to unfold, it can at times be personally challenging to drive corporate growth without succumbing to her workaholic tendencies, and she constantly strives to find and maintain balance and fulfillment in each aspect of her life. Nancy’s most significant obstacle as a direct selling founder has been striving to succeed without losing sight of her original purpose.

YEAR FOUNDED: 20 00

HEADQUARTERS: NIXA, MISSOURI

NUMBER OF EMPLOYEES: 42

FAVORITE PRODUCT: SKIN RELIEF, ALOE - R ICH SHEA BUTTER

KEY TO SUCCESS: PUT YOURSELF IN OTHERS’ SHOES FOR JUST A MOMENT AND HAVE EMPATHY AND A SERVANT LEADER MINDSET.

YEAR FOUNDED: 2015

HEADQUARTERS: LONG ISLAND CITY, NEW YORK

NUMBER OF EMPLOYEES: 70

NUMBER OF DISTRIBUTORS: 20,000

Michele Gay & Madison Mallardi

DRIVEN BY ACHIEVEMENT and a diligent focus on earning the next level, field leaders at LimeLife by Alcone simply burned out in the early days of the company. Their businesses caused friction at home and took a toll on the women and their families. When Michele Gay and Madison Mallardi figured out what was happening, they re-prioritized female wellness over results and changed their model for success.

“We didn’t know if that was going to lead to our decline, but it didn’t feel right to push women to the point of breaking. What we discovered was that by asking them to pull back, they were able to achieve much more,” Michele said.

Rethinking how time and energy are spent, especially when it comes to work/life balance, remains top of mind for everyone. With no limit to earning potential, the ability to make a difference in lives quickly and access to support from people who want to help you, direct selling makes sense. But perhaps the most compelling advantage is the way direct sellers can immediately practice and adopt desired entrepreneurial behaviors for success.

“If you put 100 direct sellers in a Tony Robbins training, most will leave and put into practice the behaviors he is hoping you will adopt. I don’t think you get that result with 100 non-direct sellers,” Michele said.

“The key is for the next generation to understand that owning your own direct sales business is real entrepreneurialism,” Michele said.

But if you’re just getting started, Madison believes in perseverance. “Don’t be discouraged. Working in this industry is a journey, not a destination. Make time to celebrate the wins—big or small—even if it feels like there is no time.”

And take a look at direct selling with a wide lens. Few jobs allow kids to see their moms in action at work. “I think it is very inspiring to the next generation to watch their parents in direct sales; doing what they love; putting in the work; and going after their goals. Children are more likely to be entrepreneurial and have higher expectations for their careers one day,” Madison explained. With the normalization of social media influencers monetizing their personal brands, Michele said, “I think we have a real opportunity to turn the negative stigma of our model into the very best financial opportunity for influencers.”

WHAT WE discovered was that by asking them to pull back, they were able to achieve much more.

Amber Olson Rourke

AMBER OLSON ROURKE’S PASSION for the direct selling industry lies in helping women find their voices. Tapping into a woman’s truest and strongest voice can help her learn to use that voice for good and create a business that can increase and optimize her life choices down the road.

Amber grew up in direct sales with parents who first built large, successful field organizations, then worked as executives. She had a front row seat to the power and beauty of the business model. Eventually, the trio worked together to build Neora.

“Hands down, this industry provides one of the best platforms to directly impact people’s lives,” Amber said.

Direct selling companies are inherently agile and lean. This nimble way of doing business can accelerate execution to market, as well as individual employee growth when compared to traditional corporate environments.

“Within Neora, we have several director level managers who started in our call center and worked their way up. And I know this to be true in many other companies as well. When we identify good people, we invest in developing them,” she said.

“Anyone who is going to make a truly big impact has to be willing to take risks, willing to deal with disappointment, willing to advocate for their ideas and have a massive amount of passion and vision,” Amber said.

These are the characteristics Neora cultivates within the ranks. “For us, it is all about creating a culture where everyone feels valued, included and has an equal seat at the table. If you create that environment, the right people will rise up regardless of what gender, ethnicity or sexuality they are. We

are very proud of the diverse nature of the people who have risen to leadership roles within Neora,” Amber said.

Intuition has never led Amber wrong. She has, however, deferred to those who were more seasoned and later regretted it. So now Amber listens to her truest and strongest voice and stands firm in her viewpoints. At the same time, she’s challenged herself to calm those nurturing tendencies that come so easy and stop riding to the rescue.

“If you fix everyone’s problems, you are robbing them of the opportunity to learn the lessons and are making them dependent on you for the solutions. An effective leader creates other leaders, not followers. So, changing my natural responses to be ones that coached and challenged people in love, so they could develop into leaders is not something that came naturally to me. I had to put in the time to develop this skill,” Amber explained.

WHEN WE identify good people, we invest in developing them.

“

YEAR FOUNDED: 2011

HEADQUARTERS: DALLAS, TEXAS

NUMBER OF EMPLOYEES: 150

FAVORITE PRODUCTS: AGE-IQ DAY CREAM / INVISI-BLOC SPF

“

Success is the ratio between you have what you

really between what done and can do.

—MARY CROWLEY / HOME INTERIORS

YEAR FOUNDED: 2011

HEADQUARTERS: ST. GEORGE, UTAH

FAVORITE PRODUCT:

THANKFULLY, WITH NEW DESIGNS ARRIVING DAILY WE DON’T EVER HAVE TO CHOOSE A FAVORITE.

KEY TO SUCCESS: KEEP MOVING F ORWARD AND REMIND YOURSELF OFTEN OF WHAT YOU’RE WORKING TOWARD AND WHY YOU’RE DOING IT.

Chani Reeve & Misty Kirby

“WOMEN WHO DECIDED to go for it will always be a source of inspiration for us. We admire anyone who is brave enough to share their vision with the world,” Chani Reeve said.

And in many ways, Chani and her fellow founder, Misty Kirby, are exactly those kind of women. Paparazzi Accessories was born organically from customers who loved and purchased their products at fairs and expos then wanted to host home parties. Word-of-mouth spread, the requests became more frequent and Chani and Misty sought new ways for others to participate.

In the beginning, they were quick to dismiss Paparazzi’s potential for changing lives. But their field of consultants proved they could apply the business model to overcome incredible obstacles and hardships to shape lives they never dared to dream about. Almost daily, the company founders feel lucky to hear their stories of perseverance and success.

“Women are notoriously adaptable, and there is no doubt that younger generations will find innovative ways to reap the same rewards from the business model for years to come,” Chani said.

Direct selling offers hope and empowerment, but it takes hard work. “We’ve found that people are often hoping for an easy fix, with their focus being on finding the next best thing, rather than resolving issues as they arise. We have always been problem solvers and continue to address issues head-on which is not always easy, but always worth it,” Chani said.

WOMEN WHO decided to go for it will always be a source of inspiration for us. We admire anyone who is brave enough to share their vision with the world.

This means facing the largest of obstacles for any company—growth. “When a company starts to become successful, in order to maintain a growth curve, you have to grow individually. Growth can be a roadblock or a challenge. Finding more space, more employees and keeping up with inventory can become overwhelming if you let it,” she said.

Learning opportunities are disguised as problems and obstacles. So, staying open to that education and trusting your instincts along the way is the best advice for young women just starting out in their careers.

“Mentoring the women within our corporate organization is important to us. We strive to do this by reinforcing the company vision and our mission statement. Women empowering women is at the core of our business. Sometimes, the only way to grow is to step back and let them make their own mistakes. Once they have learned the ins and outs, place them in roles that allow them to use their strengths—and everything else falls into place,” Chani said.

Patty Brisben

ONE OF PATTY BRISBEN’S constants in life is education—the never-ending desire to learn and teach. Disseminating information about women’s sexual health has made all the difference for her and the lives of countless others that have heard her speak; worked and advocated alongside her; and purchased Pure Romance products.

Sharing and contributing to society’s knowledge base through college lectures meant Patty connected with men and women from all walks of life who shared some degree of commonality— they were in some way ignorant about their own and each other’s bodies. During Yale Sex Week—a favorite of her experiences—she remembered thinking, “These are the people that will run our country one day, and they don’t even know their anatomy.”

“To this day, when I’m out and about, I run into someone that tells me I spoke to their class, and that it influenced their career. Now they are physicians or gynecologists or working in women’s sexual health. It really makes me so happy. I am so proud of all the doors we have opened for women’s sexual health through Pure Romance and the Patty Brisben Foundation,” she said.

Patty never expected Pure Romance to grow so rapidly. She never looked at the company as a way to sell products. Instead it was a path toward education and empowerment for consultants and consumers. She surrounded herself with positive, good people who pushed her forward and helped when times got tough.

It was vital, she learned, to turn off the noise and stay clear of negativity. “I feel extremely lucky that when I started there weren’t dozens of social

YEAR FOUNDED: 1993

HEADQUARTERS: CINCINNATI, OHIO

NUMBER OF EMPLOYEES: 130

NUMBER OF DISTRIBUTORS: 20,000

FAVORITE PRODUCT: ADVENTURER

channels where people could openly express their opinions. You can’t get caught up in the negativity and opinions of others if you want to continue growing as an entrepreneur and business owner. You need to spend your energy on growing your company,” Patty explained.

Staying true to her “why” guided Patty through many challenges, including potentially dangerous ones like when she was not taken seriously as a female founder by men who joined her company. “It has the capability to change the dynamic in the room when you bring others that may not support your vision fully to the table,” she said.

“I look at everything as a learning opportunity, and we can all focus together on getting better and stronger.”

That means empowering others by always listening, bringing people to the table and allowing them to present their ideas and opinions.

“My biggest reward is seeing people who have come from nothing who build confidence and succeed. I have witnessed this throughout my career, and it is what keeps me excited and fulfilled every single day,” she said.

I LOOK AT everything as a learning opportunity, and we can all focus together on getting better and stronger.

Jesse McKinney, Amanda Moore & Genie Reese

THERE’S NO WAY Jesse McKinney, Amanda Moore and Genie Reese’s founding expectations included leading Red Aspen through hypergrowth during a global pandemic, but that’s the amazing ride they got.

“I did not envision how fulfilling it would be, how hard it would be, nor the impact this company would have on women across the United States,” Jesse shared.

“It was a difficult time to have children and be a woman because trying to manage a work/life balance was challenging,” Amanda agreed.

Red Aspen offered little pleasures—indulgences for at-home self-care—and their product popularity launched them into hypergrowth and the subsequent management of thousands of brand partners from a small home office space.

“Hypergrowth forces you to reach new levels of flexibility, dedication and determination,” Jesse said.

But Jesse, Amanda and Genie were unwavering in their support of each other and bent on riding that roller coaster together. “I firmly believe that

HYPERGROWTH forces you to reach new levels of flexibility, dedication and determination.

our established support, trust and compassion for each other helped us be successful as co-owners of a business,” Jesse said.

Developing and empowering women inside their headquarters that they call the “Treehouse” is a major priority and practice for positive company growth. “As founders, our mission is to inspire women to stand up, stand out and stand together by uniting passion with purpose,” Amanda explained.

With a 90 percent female staff, women drive forklifts and trucks. They may hire in for shipping, but move quickly to the support team. Company leaders dig into employee talents and channel them into the best corporate roles for individual growth. “Ultimately, creating a space where team members can grow in their profession, is a valuable tool in building empowered team members,” Genie said.

When they consider the stories of legacy female founders of direct selling, it’s easy for these three determined women to see parallels to their own experience. They began as a small team with limited funds, alongside a big dream they wanted to accomplish. Following the lead of pioneers like Mary Kay, they created and continue to operate Red Aspen in a way that empowers their brand partners and allows them to be successful.

“We are continuously amazed at how hardworking, close-knit and supportive our direct selling community is. We are not just a network of female business owners, we are like a family,” Jesse said. “The people, places, events and decisions that we have met, been, had and made at Red Aspen have helped us, as Founders of the company, to be better leaders, visionaries and entrepreneurs.”

YEAR FOUNDED: 2008

Dr. Katie Rodan & Dr. Kathy Fields

IT’S ALL ABOUT getting our aces in the right places—surrounding yourself with the right people, the right expertise and the right talent.

TIMING

IS EVERYTHING.

And six months after Rodan + Fields launched their retail brand in 2004, Estee Lauder Companies came calling, and they were acquired. But department store traffic fell off with the recession of 2008 and soon Founders Dr. Katie Rodan and Dr. Kathy Fields risked it all to buy back their company and relaunch their brand in the direct selling channel.

“Based on our Proactiv experience—a brand launched on infomercials in 1995 during a recession—we learned two things that influenced our decision to retreat from retail: First, recessions bring out the entrepreneurs—and second, alternative forms of selling and distributing products can be highly successful,” Katie said.

In the beginning, they never imagined they would create skincare brands that would rival the biggest companies in the world. But they did and, in doing so, invented a paradigm shift in the way acne, and now other skincare and haircare issues are treated. In turn, the lives of millions of people across the world changed. Skin issues should no longer take a toll on self-esteem or confidence.

“We heard a lot of ‘no’s’ before we launched Proactiv. When we started out, neither Katie nor I had the business background that made traditional investors trust our vision. There were many closed doors,” Kathy remembered.

Relaunching Rodan + Fields as a direct seller also presented challenges, but they stuck to their vision. “We had a passion and have always been compelled to go forward,” Kathy said.

“Unlike a lot of guys who were born with ‘swagger,’ I’ve observed that, especially in women, achieving success is stepwise and comes from proving to yourself that you can do hard things. In other words, personal growth doesn’t happen overnight. Selfimprovement is a worthy lifelong pursuit and much of what I have learned about myself, I learned through being an entrepreneur,” Katie shared.

Balancing it all hasn’t been easy. “We are women with families; we are also entrepreneurs, practicing dermatologists and take our commitment to our R+F community and practice patients seriously. We have learned you must collaborate and partner. It’s all about getting our aces in the right places—

HEADQUARTERS: SAN FRANCISCO, CALIFORNIA

surrounding yourself with the right people, the right expertise and the right talent,” Kathy explained.

As Rodan + Fields celebrates its 15-year anniversary, they are proud of their majority female executive team, consultant base and the many women serving in leadership roles. “We also value balance,” Dr. Rodan said. “We are strong believers that the best teams have diverse perspectives and expertise.”

They respect the strong vision and steadfast purpose that trailblazing direct sellers like Mary Kay Ash and Brownie Wise applied while creating legacy brands. “It’s inspirational to think about these strong women, who thrived against all odds and succeeded in building companies that have been around for decades. We are still talking about them today,” Kathy said. “What they created is incredible—they truly had no playbook.”

Heidi Thompson

“LOVE,” HEIDI THOMPSON SAID, “is the fuel and reward for what we do.”

And it’s love that surprised her the most over the years and influenced so many corporate decisions— from how to finance operations to the amount of time personally invested in the lives of their people.

“I tend to view the employee experience from the position of a mom and advocate for policies and practices that support that point of view. I find that when we create an environment where moms can feel valued, supported and understood at work, even the men find work more pleasant,” Heidi explained.

Scentsy’s intuitive Founder relishes the child-like wonder, contagious optimism, connection, love and kindness of her chosen industry. And the impact of the company that she started in a tiny, converted barn on the family sheep farm has surpassed her expectations time and again.

“I was looking for a way to get out of debt; then it was to provide a living for my family; then it became about setting a good example for my children and serving people who believed in and helped us. Serving others motivated every good decision and led to every positive impact,” Heidi shared.

But at times, fear drowned out her voice. “As we grew, we hired people who were more educated and experienced than me. I knew what needed to happen, but I couldn’t explain myself well enough to data-driven executives. I felt intimidated and went along with decisions I didn’t support. Fear stopped me from speaking up,” she remembered.

Scentsy’s culture suffered; sales declined. To return to growth, Heidi said, “I had to trust my instincts; overcome my fear; advocate for necessary change; and reform the executive team with people who could respect my voice.”

Heidi stopped limiting her potential. As Sir Richard Branson once said, “If people aren’t calling you crazy, you aren’t thinking big enough!”

Out the window of their first “office” was a vacant 320,000 square foot building. It was for sale for $15 million. Her husband and Co-Founder, Orville said they should find a way to buy it because in five years Scentsy would need it, and it would cost twice as much.

“I thought he was crazy. That building was 1,000 times bigger than our little office, and our sales were less than $500,000 per year!” Heidi said. Turns out, Orville wasn’t thinking big enough back then. Scentsy occupies more than 1.5 million square feet today.

“Direct selling will always appeal to people at a certain time in their lives. Each year there are new people entering that time of life, but there are also people leaving that time of life,” Heidi said. “We see our market as a target with a certain demographic as the bullseye. Each year the people in that demographic change—so must we.”

I HAD TO TRUST my instincts; overcome my fear; advocate for necessary change; and reform the executive team with people who could respect my voice.

YEAR FOUNDED: 2004

HEADQUARTERS: MERIDIAN, IDAHO

NUMBER OF EMPLOYEES: 1,515

NUMBER OF DISTRIBUTORS: 228,667

FAVORITE QUOTE: THE BEST AND MOST BEAUTIFUL THINGS IN THE WORLD CANNOT BE SEEN OR EVEN TOUCHED—THEY MUST BE FELT WITH THE H EART. —HELEN KELLER

THAT’S HOW we win. We must continue to create and emphasize this opportunity— the side hustle is always in style.

Sarah Shadonix

TAKING THAT FIRST STEP— the initial foray into a lesser known industry or business—that’s what Sarah Shadonix shared was the hardest part of founding a company. A novel idea sparks excitement, but that idea alone doesn’t make for a successful company.

“We have to flesh it out, cast vision to others and show them how they can win alongside us if we want to succeed. Along the way, we encounter naysayers and critics who tell us all the things that are wrong with our idea,” Sarah said. “But we have to keep going. We have to filter through the noise, identify the valuable feedback, continue to ideate, adjust, build consensus and momentum and never give up.”

By founding Scout & Cellar, a clean-crafted winery, Sarah stands firmly straddling a line between direct selling and the alcohol beverage industry, which has been a man’s world for generations. “The alcohol beverage industry has a diversity problem that includes, but also extends beyond gender,” Sarah said.

To her way of thinking, that means the entire alcohol beverage industry is missing out. If customers aren’t represented in the boardroom, on leadership and marketing teams, how can they speak authentically to customers or prospective customers?

“We should be hiring women, listening to them and creating space for them to grow and elevate,” Sarah explained. But it’s about more than just creating opportunity for workers, diversity is vital to creating opportunities for businesses too and expanding the entire alcohol industry.

“That’s what we’ve done with our mostly female field of independent consultants and our executive team. But we have a long way to go and can do so much more to broaden our diversity beyond gender,” she noted. The direct selling industry “empowers women and others to work a meaningful business in the pockets of their day and still be present as parents, partners or in other relationships and also have other careers,” Sarah said.

That’s the best part of direct selling. “That’s how we win. We must continue to create and emphasize this opportunity—the side hustle is always in style.”

While direct selling carries a stigma that remains an obstacle, Sarah commits Scout & Cellar to lean fiercely into their core values, respect the regulatory environment and celebrate their spirit of innovation. They do so to overcome the negatives because direct selling positively impacts people, offers fast-paced and innovative product lifecycles and allows individuals to work with people from diverse industries.

YEAR FOUNDED:

2017

HEADQUARTERS: FARMERS BRANCH, TEXAS

NUMBER OF EMPLOYEES: 80

NUMBER OF DISTRIBUTORS: 15,000

FAVORITE

PRODUCT: THE NEXT ONE

KEY TO SUCCESS: YOU HAVE NOTHING TO FEAR FROM KNOWING THE TRUTH. EVERY DAY IS AN OPPORTUNITY TO IMPROVE. IT’S ONLY TEMPORARY.

Joni RogersKante

LIKE MANY PEOPLE laying the groundwork for their own company, 24 years ago Joni Rogers-Kante thought it might be easier than it really was. She launched SeneGence with a flagship product—the first, long-lasting lip color ever—and it took the market by storm. Success seemed inevitable, and it was.

As Joni shared, “What a journey we have had! Putting a company together from scratch was definitely a learning experience and test of grit!”

Success, she said, is never achieved alone. Hers is a family company with husband Ben and their eldest son Alan in vital roles, and many staff members include husbands, wives and children of employees. “This creates a legacy both inside and outside the walls of our offices,” Joni explained.

Being a company founded for women by women makes empowering them to be successful part of the SeneGence DNA. Call it paying it forward, perhaps, because Joni fondly recalls her days as an independent distributor and the connection she felt to Mary Kay Ash. “I met with Mary Kay Ash personally on several occasions and was blessed to learn this industry directly from her. She was not only an influence, but a role model I hope I’ve lived up to,” she said.

Today, Joni advises women, “You know best what works for you. However, you must be honest with yourself and recognize your own shortcomings and put together a plan to overcome them. Trust your gut and do what feels ‘right’ for you, your family and your life.” And show up for work every day—consistency pays off.

Despite encounters with people who thought they knew best and tried to convince Joni of it, she’s remained consistent in her vision and commitment to the unique SeneGence culture. She’s learned that credentials and resume expertise don’t always “fit.” The nuances associated with really knowing and understanding a company is vital to contributing to its success in the long term.

That said, Joni believes adapting to an everchanging market is at once the industry’s biggest opportunity and challenge. “We can’t allow ourselves to get caught up in, ‘This is how we have always done things.’ We must access and evaluate our business constantly. However, we must always be true to who we are, protect our company culture and keep our independent distributors’ best interests at the forefront of everything we do.”

PUTTING A company together from scratch was definitely a learning experience and test of grit!

YEAR FOUNDED: 1999

HEADQUARTERS: FOOTHILL RANCH, CALIFORNIA

NUMBER OF EMPLOYEES: 300

KEY TO SUCCESS: CONSISTENCY IS THE KEY TO ALL SUCCESS

YEAR FOUNDED: 2011

HEADQUARTERS: GILBERT, ARIZONA

FAVORITE QUOTE: OUT OF ADVERSITY COMES ABUNDANCE.

Chrissy Weems & Bella Weems Lambert

HARD WORK is at the heart of the Origami Owl origin story. Chrissy Weems wanted to teach her then 14-year-old daughter, Bella, the importance of work ethic, perseverance and chasing dreams. Bella had her eye on earning enough money to buy a car, but the company this mother/daughter team created in 2011 turned into something far greater.

Growth came quickly, and Chrissy unexpectedly found herself leading the home office team and Purpose Partners (field distributors). “We never could have anticipated how quickly we grew. Because of my daughter’s dream and ambition, my life as well as the lives of countless others have been changed—truly changed—in immeasurable ways,” Chrissy said.

Today, Origami Owl is but one brand under the umbrella of Think Goodness, a collective launched in 2021 that broadens its overall product portfolio to include wellness, lifestyle and good-for-you beauty products. They’ve also established the Giving Goodness Foundation, a nonprofit that expands and focuses their charitable endeavors to create a ripple effect of good in the world.

“It’s the people. Observing the growth in our internal team members and with our Purpose Partners has been beyond fulfilling. I’m so passionate about helping others find meaning and purpose in their lives. It’s inspiring to witness the change in confidence, self-esteem and personal growth these women develop by being part of our mission,” she said.

Direct selling provides the opportunity for individuals to create change in their lives, and Chrissy believes the same can be true for the

industry itself, but there are challenges. “As a channel, we’re antiquated and misunderstood. There are many misconceptions about direct selling based on poor leadership and shady practices from bad actors within the industry. This stigma hurts us all,” she said.

By collectively making forward-thinking decisions as industry leaders, credibility can be gained. The industry needs to face fear: “fear of change, fear of channel conflict in an omnichannel world, fear of losing leaders, fear of innovating our businesses to remain relevant in the modern world,” Chrissy said. “The world has changed. I believe we must evolve and adapt.”

It’s a customer-centric world. The way consumers shop and what they have access to have drastically changed. While many direct selling companies have robust back-end reporting systems and commissions engines, their front-end eCommerce experiences fall short. She’s certain that to succeed, customer experience must be a top priority.

“Social media is reshaping the way people see direct selling,” Chrissy said. Having grown to adulthood within the industry, Bella is expanding her reach and finding success cultivating relationships on YouTube, Instagram and TikTok. “We must evolve with the times by utilizing new tools and strategies to foster relationships and share incredible products, Chrissy explained. “Influencer marketing is what the direct selling channel has always been, and utilizing social media is just the new way of doing business in today’s world.”

WORLD has changed. I believe we must evolve and adapt.

Cindy Monroe

MARY KAY ASH ONCE SAID, “Women only step into 10 percent of their potential.” That has stuck with Cindy Monroe for years and inspired her to not only live in more of her own potential, but also to help other women tap into more of theirs.

Her journey with Thirty-One Gifts has taken many turns, and as one would expect some were within her control and some without. The company has exceeded her expectations for growth over and over again, but that doesn’t mean she hasn’t learned valuable lessons about the nuances of being a female founder.

“There have been times when the feedback I received from my male direct reports was less than honest, simply because I am a woman,” Cindy recalled.

“I think men are used to cutting to the chase and being direct with other men. When it comes to communicating with women, they learn to respect the females in their lives, such as their mothers and wives—which I admire—but when it comes to business, I need to hear it straight. There have been moments when the company suffered because men would hold back from telling me the truth. I value honesty—even if it’s uncomfortable—and as female executives, we need it,” Cindy said.

She has led Thirty-One Gifts with heart and built the company culture with relationships at its core. And it’s the love, respect and admiration she feels for the employees and sales associates and their families that continues to inspire her. “The relationships that I have because of direct selling totally exceed what I have ever thought was possible in a career!” Cindy said.

Getting to know kids’ names, their dogs and favorite vacation hideaways— even when their daughter or son gets married—these details build authentic relationships at corporate and between sales associates, but especially with customers.

“The challenge today is it’s easy to get away from that and rely too much on social media tools and influencers to promote products. We need to lean back into our core of building relationships,” Cindy said.

Social media hearts and likes don’t qualify as a “connected contact,” and as Thirty-One Gifts focuses its efforts on relationship building, consultants find more sales and sponsor new team members.

If given the chance to speak to her younger self, Cindy would say, “Embrace change early and see it as a positive. Invest time into an executive forum before you ‘need’ it. Listen to your inner coach and don’t give the data too much weight. Create a margin between your role at the office and home. Set clear expectations for your team and hold them accountable.”

I VALUE honesty—even if it’s uncomfortable—and as female executives, we need it.

YEAR FOUNDED: 2003

HEADQUARTERS: COLUMBUS, OHIO

NUMBER OF EMPLOYEES: 311

FAVORITE PRODUCT: LARGE UTILITY TOTE

KEY TO SUCCESS: PUTTING ONE FOOT IN FRONT OF THE OTHER TO KEEP MOVING FORWARD.

YEAR FOUNDED: 1994

HEADQUARTERS:

LEHI, UTAH

NUMBER OF EMPLOYEES:

2226

NUMBER OF DISTRIBUTORS:

OVER 6 MILLION

GLOBAL BRAND

PARTNERS

Mary Young

WHEN MARY YOUNG’S husband, Gary, told her he wanted her to take the job of CEO, she argued against it. She never envisioned herself in such a leadership role. She was Gary’s partner. They were a team, going back to the days when they founded Young Living.

“I didn’t believe that I could do it,” Mary remembered.

Yet as Co-Founder of a wildly successful direct selling business, Mary assisted Gary in nearly every facet of the company. She knew the business well and over time came to realize she could take charge; she could lead; she could inspire others to join her.

Using logic and common sense as her guide, Mary learned the business from the ground up, sharing in the decision making with Gary until his passing. “There was a tremendous loss without my husband,” Mary said. “But gradually, we have filled those gaps and so many employees have risen to great heights in understanding how we want to grow our business.”

The power of the CEO, she said, is to work to empower others. Mary enjoys looking for opportunities, encouraging and watching people grow and become successful in their individual responsibilities.

“We have many female leaders at Young Living who are guided by nature’s journey in our mission to empower wellness, purpose and abundance for communities around the world,” she said.

“The appeal of direct selling lies in its potential for individuals to become entrepreneurs, own

their own businesses, and create their defined success. It’s a thrill to see women, especially in some other countries, where they have little opportunity to create their own independence and financial freedom. Today, more women want to be entrepreneurs. They want to have their own businesses and create their own success. Young Living offers this kind of freedom for women of any generation,” Mary explained.

What advice would she offer to young women entering the channel through corporate direct selling or the field? Surround yourself with honest, skillful, intelligent people who care about others and about doing what is best for the business. Communicate and be open to those you hire. Listen and never jump to conclusions. Carefully consider the best interests of the company, brand partners and employees in every decision.

“With strong female leaders who continue to share our story, we can challenge outdated perspectives and promote an exciting future full of discoveries of success in the direct sales industry,” Mary said.

WITH STRONG female leaders who continue to share our story, we can challenge outdated perspectives and promote a more positive view of the direct selling industry as a whole.

Erin Bradley

DEVELOPING FEMALE LEADERS is absolutely a purposeful target for Erin Bradley, and she believes that direct sales offers a unique opportunity for women to truly learn what it means to lead.

Leadership roles in typical corporate jobs often resemble an “or else” scenario. It’s a leadership style with “many sticks and not enough carrots,” Erin said. But direct sales is different. “Instead, leaders have to blaze a trail; create the map to guide their team; inspire them to follow it; and cheer them on at every stage. It’s a lot more work but far more rewarding and with more enduring results.”

This crystallized for Erin when demand and growth at Zyia Active surged during the pandemic. “It wasn’t easy. We had to rethink most of our supply chain, double our staff and triple our warehousing capacity in a very short timeframe,” she said.

While exciting, the pace paired with safeguarding the health and safety of staff challenged them. However, Erin said, “This period in our growth cemented a lot of partnerships and taught us who we could rely on both internally and externally.”

“The majority (around 70 percent) of our leadership roles are held by women. To date, we’ve never hired a woman into a leadership role from outside the company. Each manager, director or VP grew into their role by rising to challenges through our high-growth period, mentoring others and demonstrating initiative and teamwork at every turn,” Erin explained.

This is surely a by-product of a culture that places cooperation and community in high esteem and relegates competition and division to the trash heap. “It’s a delight to see leaders from different teams organizing events together, training each other’s teams and shouting out each other for a job well done. That doesn’t happen everywhere,” Erin said.

To Erin, people matter more than projections, numbers and data. “If you surround yourself with good, smart people who share your vision and your drive, you’re going to accomplish incredible things, and the numbers will work and fall into place.”

Erin believes society no longer believes direct saleswomen are simply filling their time or earning “mad money.” With the help of social media, women are leveraging direct sales opportunities to support families, build wealth and intentionally, ambitiously and strategically “own” their time.

Lines between influencer, affiliate, sales representative and enthusiast blur. As Millennial and Gen Z women continue to opt out of the 9-to-5, Erin believes there’s no better fit for someone who wants to forge their own path, become their own brand and own their life.

“I think the changemakers of the future will be familiar with the sales and marketing tools from different industries and continually find ways to take inspiration from other sales models to drive growth,” Erin shared.

IF YOU surround yourself with good, smart people who share your vision and your drive, you’re going to accomplish incredible things.

YEAR FOUNDED: 2017

HEADQUARTERS: DRAPER, UTAH

NUMBER OF EMPLOYEES: 192

NUMBER OF DISTRIBUTORS: 70,000

FAVORITE PRODUCT: LIGHT N TIGHT LEGGINGS

STORY / T AKING THE LEAD

“

ure, there’s e course of you come to take a detour.

—MARY KAY ASH / MARY KAY COSMETICS

THE ONES TO WATCH

HERE’S A GLIMPSE AT SEVEN FEMALE FOUNDERS WHO ARE JUST GETTING STARTED.

Each is eager to take their direct selling startup to new heights by adhering to a personal vision that includes empowering others. These women and their companies are the ones to watch this year and beyond.

Ashlee Headlee & Danelle Meoli

COMPANY NAME: AWAKEND

YEAR FOUNDED: 2022

HEADQUARTERS: LEHI, UTAH

PRODUCTS: WEIGHT LOSS

“I TRULY BELIEVE we come into this world with an invincible mentality,” Ashlee Headlee said. Her four-year-old is proof positive of that, she joked. But sadly, life chips away at it.

After having worked on the corporate side for 11 years, Ashlee locked arms with a twelve year top earner, Danelle Meoli and corporate business partners to form Awakend, a female-owned, purpose-driven company aimed at helping women rediscover their innate power.

“We start to believe that we are just watching life happen to us. Our goal was to create a movement of awakening that would disrupt this false belief system,” Ashlee states. “We knew that if we could create a community that resonated with people, the power of this direct selling channel would do the rest, and that is exactly what happened.”

“Starting Awakend has been a massive undertaking and has required a new level of ‘me.’ I love taking on new challenges in life and this one has been no small feat. I have such a newfound respect for company owners and executives. I’m loving ownership, and I’m keenly aware that everything I’ve learned in business and life up until this point has been a real asset as Awakend has been birthed,” Danelle said.

A firm believer in the law of growth, Danelle said, “I dream BIG. I believe we become limitless when we stop allowing false mindsets and fear to rule. I’ve trained myself to focus on success and envision our company waking people up all over the world to help them realize that they have an immense power within.”

Aspen Emry

COMPANY NAME: BRAVENLY GLOBAL

YEAR FOUNDED: 2020

HEADQUARTERS: CLEARWATER, FLORIDA

CATEGORY: HEALTH AND WELLNESS

ASPEN EMRY FELT called to start Bravenly Global and not in an ego-driven way. “At the end of the day, I have a huge vision for what this industry can be and should be,” she said.

“It’s part of my story and purpose. When you are in alignment and right where you are supposed to be, there is so much peace and confidence in that,” Aspen said.

Years ago, a purposeful, passionate and hopeful Aspen sat drawn to Cecelia Stoll’s grace and authenticity as a key Arbonne leader, strong wife, mother, woman of faith and powerful businesswoman. Cecelia, who didn’t sugarcoat the work of this industry, said, “I don’t mind working 40 hours a week. I just love that I get to choose which 40.”

“Once women know that they can wear more than one hat and succeed in multiple roles without being perfect at everything, it’s game on,” Aspen said.

Bravenly’s unmatched corporate team, advisors, reputable consulting firms and field leaders all bring a wealth of experience and vision and feed Aspen’s collaborative spirit. She begins each day quietly in her faith and has a passion for self-development books and podcasts. Why?

“Because I love learning and growing, and our field here at Bravenly deserves to have a CEO who never thinks she ‘has arrived’ and who strives for growth each and every day,” Aspen shared.

Nicola Stephenson

COMPANY NAME: OHHO

YEAR FOUNDED: 2020

HEADQUARTERS: BEDFORD, NEW YORK

CATEGORY: CBD WELLNESS

WHEN NICOLA STEPHENSON was just 26, she founded her first company. Responsible for everything, she said, “You learn very quickly as there is no other choice. But in order to be successful, you have to work incredibly hard and have an almost relentless commitment to what you are doing. You realize quickly that you have to surround yourself with brilliant people and make decisions fast when things are not working out.”

“I have loved working with women my entire career and many of the best business lessons I have received have been from women,” Nicola said of learning to navigate the male-dominated LVMH luxury brand world of her past.

Launching oHHo was her first foray into the direct selling channel. “I have noticed how critical mentorship is to the success of the organization. The leaders we work with in partnership are all fabulous mentors in their own right and even though their styles are often different, they fundamentally look to lift others up and support them in their own personal goals. Our community has given me great confidence in demonstrating how successful this channel can be when done authentically and intentionally,” Nicola said.

“Because we are a startup and resources are often stretched, there is an enormous amount of opportunity to learn and grow. Startups can be a great environment to flourish and get incredible experience without fear or barriers.”

Courtney Adeleye

COMPANY NAME: OLBALI

YEAR FOUNDED: 2022

HEADQUARTERS: ORLANDO, FLORIDA

CATEGORIES: HEALTH & WELLNESS, BEAUTY AND FEMININE HYGIENE

COURTNEY ADELEYE watched her single mother, who struggled to keep a roof over the family’s head, create a brand from scratch and launch it into retail stores nationwide. “Watching my mother at a young age do the impossible instilled resilience in me and gave me all the mentorship I needed. I knew then that I was able to do anything I put my mind to,” she said.

Courtney knows what it’s like to have an idea and wonder if it will be successful. “Empowering and developing women is part of my DNA. Mentoring women comes as natural to me as breathing.” Equipping women with the necessary tools to start and grow their own businesses is a huge part of her life now.

Staff turnover at Olbali is very low, due in part to financial investments in her corporate staff, as well as personal investments in their professional growth and development. “Over 80 percent of my previous employees currently own their own businesses. That is something I am extremely proud of because it shows the value of working under my leadership. When I work to strengthen my corporate organization, it’s not only done to benefit my company but also done to strengthen and benefit those individuals for a lifetime,” Courtney said.

Jaci Leitgeb

COMPANY NAME: PROCELLER8

YEAR FOUNDED: 2020

HEADQUARTERS: CHARLOTTE, NORTH CAROLINA

CATEGORY: HEALTH AND WELLNESS

JACI LEITGEB’S PASSION resonates with the direct selling business model. She led a successful business in this industry for over two decades. Jaci’s journey enabled her to envision leading her own company. She strives to create a company rooted in integrity and core values with Proceller8.

With a startup comes challenges: expected ones and those that blindside you. For some people, the challenges loom larger than their commitment. “I always knew the most important commitment was mine, and that I would not waver,” said Jaci.

Jaci thinks back to her grandmother’s calm, thoughtful, smart approach to life; her mother’s character and hard-working attributes, and the numerous strong women she has worked with in the past. “When you are in an environment that empowers women leaders, it becomes a part of who you are. I’ve come to recognize and appreciate the people who have shown up in my life to walk this path with me,” she states.

Proceller8 is a reflection of people dedicated to quality products, service, respect for the individual, as well as creating an environment that welcomes diversity. At the end of the day, Jaci said, “It is about the people and the legacy we’re creating together.”

Hanieh Sigari

COMPANY NAME: QYRAL

YEAR FOUNDED: 2019

HEADQUARTERS: SAN FRANCISCO, CALIFORNIA

CATEGORY: SKINCARE

ACCORDING TO HANIEH SIGARI, impostor syndrome never completely goes away. “Self-doubt is something I’m continuously working on,” reflected Hanieh. On good days, she sees the full vision of all she wants to accomplish. Other days, she admits she can get stuck in her own head.

“I think it’s something that plagues women specifically, especially when we’re trying to balance motherhood and familial obligations with running a successful company and inspiring others to do the same,” Hanieh shared.

But the positivity, sisterhood and personal development associated with the direct selling industry gives women the room to be vulnerable— both in the consultant field and corporate. “We hire women from all over the world—women from marginalized communities or who are suffering extreme hardships like war. Our mission is to raise the glass ceiling and build women up. That means giving the same opportunities to all women— whatever their circumstances. We don’t leave a sister behind!”

Hanieh exited her last business, a multimilliondollar logistics operation because she felt stifled in the impact she could bring to others through her work. She funded Qyral on her own because she wanted to retain control for driving impact.

EACH IS EAGER TO TAKE THEIR DIRECT SELLING STARTUP TO NEW HEIGHTS BY

ADHERING TO A PERSONAL VISION THAT INCLUDES EMPOWERING OTHERS. THESE WOMEN AND THEIR COMPANIES ARE THE ONES TO WATCH THIS YEAR AND BEYOND.

“I’d rather go slow but make a difference, than run fast with meaningless products that aren’t innovative,” she explained. “Our goal of helping people live longer, healthier, more meaningful lives is a journey, not a destination. But we’re building traction and momentum that tells me we’re on the right path.” DSN

Create Inspire LEAD

For You6

ERE’S WHAT 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

VIP PROGRAM / FoundersCard

FoundersCard is an exclusive community offering generous benefits and high-profile networking opportunities that are curated specifically for entrepreneurs. Founder Eric Kuhn created FoundersCard back in 2009 as a way of rewarding other valuecreators with the kind of VIP treatment that top executives at large corporations typically enjoy. The company partners with major travel, business and lifestyle brands like Audi, Hilton, Hertz, Virgin Atlantic and Dell to offer inside access to 500+ benefits, including significant cost savings on services and products alike.

BOOK / It’s Your Ship: Management Techniques from the Best Damn Ship in the Navy

BY CAPTAIN D. MICHAEL ABRASHOFF

Although this New York Times bestselling classic recently celebrated its 20th anniversary, the lessons contained in this book are as timeless as they are essential. It’s Your Ship: Management Techniques from the Best Damn Ship in the Navy is the fascinating true story of how Captain D. Michael Abrashoff turned a dysfunctional ship with an unproductive crew into a model of naval efficiency. Abrashoff shares the leadership strategies he employed which can help you change course—or even turn your ship around completely.

DOCUMENTARY / Downfall: The Case Against Boeing

NETFLIX

The next time you’re aimlessly scrolling on Netflix, check out Downfall: The Case Against Boeing, a business documentary that illustrates what happens when a corporation values financial gain over the safety of its customers and the wellbeing of its employees. This cautionary tale examines two major airplane crashes involving Boeing airplanes and the subsequent fallout—all of which was seemingly preventable. Covering themes of greed, negligence, secrecy, blame and toxicity, this highly rated film is a case study of how not to succeed in business.

For Your Field

AUDIO BOOK / Anxiety Rx: A New Prescription for Anxiety Relief from the Doctor Who Created It

BY RUSSELL KENNEDY, MD

Anxiety is unavoidable—suffering is optional. So says Dr. Russell Kennedy in his audio book. Once a burned-out physician, Dr. Kennedy saw 50+ medical practitioners over the course of 30 years until he finally learned how to calm anxiety at its source—a place most doctors fail to explore. His high-impact solutions to relieve worry are shared in this book, which illustrate what happens to the mind and body under stress and how to overcome it.

PODCAST / The Mel Robbins Podcast

BY MEL ROBBINS

New York Times bestselling author and motivational coach Mel Robbins is back with a new podcast. As the top educational podcast in the world, Robbins tackles relatable topics like confidence, mindset, business, relationships and more, employing her trademark vulnerability, energy and humor along the way. New episodes drop every Monday and Thursday, with each one containing personal stories, research-backed advice, practical tools and the inspiration needed to create a better life.

YOUTUBE CHANNEL / marieTV

BY MARIE FORLEO

Dubbed by Oprah to be “a thought leader for the next generation,” Marie Forleo is also a New York Times bestselling author and global online trainer. She has reached readers in over 195 countries and has trained over 66,000 entrepreneurs. Forleo also hosts an award-winning online show called marieTV, which can be found on YouTube. Through a variety of life hacks and insightful interviews with prominent influencers like Brené Brown, each episode is designed to help the viewer realize their greatest potential. DSN

I slept and dreamt that life was joy. I awoke and saw that life was service. I acted and behold, service was joy.

—RABINDRANATH TAGORE

Building Unicorn your Own

BY LISA ROBERTSON

One of the most talked about and watched segments of change within the industry is the emergence of social selling. As the channel continues to embrace and seek out influencers into their affiliate programs and more and more sales begin to happen online, the importance of finding and nurturing charismatic distributors to represent your brand continues to grow. But how do companies find or develop the best influencers? Should you look for diamonds in the rough in your field with genuine enthusiasm and belief in your products or seek out established influencers with built-in followers and charisma to spare? And how can you best partner with them to allow them to shine while still protecting your brand?

Part of a Bigger Picture

Affiliate marketing isn’t just an opportunity for direct selling companies—everyone is getting into the game. According to DemandSage, affiliate marketing has a market value of $17 billion as of 2023, and 80 percent of all brands have some sort of affiliate program.

It’s a natural fit for direct selling—both are grounded in the philosophy of marketing powerful products through personal recommendations. Affiliate and influencer programs allow direct selling companies to use the power and reach of social media without losing the personal touch and connection that has always been the channel’s biggest differentiator.

Affiliate programs can’t (and shouldn’t) entirely replace the traditional team building approach—but they do offer a viable and attractive alternative to people who might not be interested in the more established and expected version of the channel.

AFFILIATE MARKETING has a market value of $17 billion as of 2023, and 80 percent of all brands have some sort of affiliate program.

there is one constant refrain in today’s direct selling channel, it’s change.

This has led many companies to adopt a two-pronged approach, offering both traditional multi-tiered compensation models that reward team building, while also developing simplified affiliate programs that allow those not interested in team building to still earn an attractive commission by sharing and recommending their products on social media.

This model alleviates some of the pressure of quick conversion and team building that historically kept some people away from the opportunity.

THREE KEY TAKEAWAYS

1 / AFFILIATE MARKETING IS PART OF THE FUTURE OF THE CHANNEL

Its core principles align perfectly with direct selling, and it allows new people to come into the channel that wouldn’t otherwise.

2 / THERE IS DEBATE ABOUT WHETHER OUTSIDE INFLUENCERS OR ONES DEVELOPED FROM YOUR FIELD ARE BEST

Each can bring value. You must weigh the pros and cons of each approach and consider using a mixture of both.

3 / INFLUENCERS NEED TO HAVE THE FREEDOM TO CREATE THEIR OWN CONTENT

Don’t put too many restrictions on the stories they want to tell. Let them be their authentic selves. Your brand needs room to breathe.

As Qyral Founder and CEO Hanieh Sigari explained, “Social media has changed the way that direct selling works. You don’t have to cold call people or knock on doors and try to pitch them hard in 30 seconds. You can have honest, normal conversations about shared interests. We aren’t ever going to push our consultants to sign people up. It’s not for everyone. Instead, we’ve developed programs for the women who want to be superstars and build a team and other programs for those who just want amazing skin.”

It’s an approach that strongly resonates with online influencers who recognize the value and opportunity of partnering with direct sellers. Nick Martinez, the Keto Dad, who represents Prüvit products, finds that this fundamental shift eliminates resistance to recruitment and works to further legitimize the opportunity. “In the past you had to have a downline of people who each had a few customers to earn a significant income. Now the reverse can be true—you could have a small group of distributors with tons of customers, and as a result you are making significant income.”

Taylor Novarro, an Account Executive at Sunwest Communications who works closely with direct selling brands, is also an emerging online influencer. She feels the collaboration is a home run for both parties. “As an influencer, I take the time to learn about and try the products I am recommending. For me, it’s about creating a brand that consumers know and trust—and helping our clients to do the same. Independent direct sellers can work like influencers by staying focused on their knowledge of the brand and products they know and love.”

Right Message

While the value proposition of including influencers in your marketing mix is undeniable, the best approach to finding the right person is still up for debate. Brands can choose to partner with established influencers who represent more than one brand or look to their field to find distributors with a natural ability on camera and nurture and support their organic growth.

Established influencers come with the benefit of already having created some name recognition within their niche. The best ones truly believe in the brands they represent and want a simple, frictionless way to recommend products they love and earn a simple commission for their efforts. They have no interest in traditional team building and recruitment.

THE MOST I

behaviors for an influencer—aspiring or established—to possess are authenticity and consistency.

Online consumers often feel tremendous loyalty to the influencers they follow. But these influencers are less likely to stay with your brand long term and don’t have the same passion and commitment as a distributor who is solely focused on your products.

Conversely, consultants that are also creating and sharing content online are already a part of your sales force—something about your corporate culture and product line moved them to join your community. So, while they have a smaller social media network initially—given the right chemistry and opportunity— they can grow their fan base exponentially, becoming a nano-influencer for your brand. What approach is best: outside influencer, homegrown or hybrid? There is no one-size-fits-all answer.

Amber Olson Rourke, Co-Founder and Chief Sales and Marketing Officer of Neora shared, “I believe developing influencers internally is more effective long term. It will take longer. You won’t get as much instant gratification, but they will stay longer and be more invested in the brand than a traditional influencer who is likely to move on to their next brand deal.”

UNDER THE INFLUENCE

WE COMPILED THIS LIST OF FIVE FAST (AND SURPRISING) FACTS ABOUT INFLUENCER MARKETING.

94 %

OF MARKETERS BELIEVE IN THE EFFECTIVENESS OF INFLUENCER MARKETING.

66 %

OF INSTAGRAM USERS FOLLOW AT LEAST ONE BRAND ON THE PLATFORM .

49 %

OF USERS THINK AUTHENTICITY AND TRANSPARENCY ARE ESSENTIAL

91 %

OF INFLUENCER NETWORKS FOCUS ON FASHION, BEAUTY OR LIFESTYLE

90 %

OF USERS RELY ON INFLUENCER RECOMMENDATIONS FOR PURCHASES .

SOURCES: MARKETING CHARTS, INFLUENCER MARKETING HUB, INFLUENCE.CO, INSTAGRAM, ION

Red Aspen takes a hybrid approach. As Co-Founder and CEO Jesse McKinney explained, “We do both, and we don’t have a preference. We’ve got influencers with hundreds of thousands of followers. They are in a different place in their journey. They’ve done the work. But we love watching newcomers join Red Aspen and build organically. That’s the magic of direct selling—it transforms people, and it is a gift for me personally to witness it happening in real time.”

A Genuine Asset

While there are different philosophies on whether established influencers or developing ones within the field is the best choice, what there is unanimous agreement on is the most important traits and behaviors for an influencer—aspiring or established—to possess: authenticity and consistency.

As Sigari explained, “Being an influencer isn’t just a matter of turning on a camera and making cute videos. It’s important to be yourself because there are so many people on social media who try to portray themselves as someone they aren’t. Yes, you want to be professional and positive, but it’s okay if the world knows you aren’t perfect.”

McKinney expressed the same sentiments. “Authenticity and consistency go hand-in-hand. I encourage people to be as perfect or imperfect as they are in their lives. But it’s equally important that they be consistent and determined to show up every day in one way or another. They have to establish that rhythm. And they have to believe that they are interesting just by being themselves. Authenticity is fascinating, and it’s relatable.”

That echoes the advice Martinez offers to aspiring influencers when they are just starting to build. “One component that is super important is simply being yourself. If distributors step into more of who they are and show that to the world, their tribe will appear. If you are not congruent to who you are to the core, there will be a disconnect that may work in the short term but will not lead to long-term attraction.”

Messaging that Matters

While it’s exciting and trailblazing for companies to allow these influencers to be themselves and create their own content, it also presents some fundamental marketing challenges. Building a brand that consumers love takes time—and a lot of work and money on the part of the company.

Crafting the perfect messaging, packaging and brand standards is not easy. But this kind of brand building matters and adds inherent value to the company that can’t be overlooked. Relinquishing complete control of this hard work to influencers is enough to make any corporate marketing executive squirm. But surprisingly, direct selling brands are finding that it’s ultimately not as important as they thought.

“The brand partner or the influencer really owns the story-telling aspect. How does the product or business impact their life? Why do they like it? What value would it bring to their followers? And they need the freedom to tell that story creatively. It is not going to sound exactly how the brand would tell that story—which is ok because it will resonate with

BUT IN THE END it all comes down to the authenticity of the medium and the messaging.

their target market best if it is told authentically by them,” explained Olson. “The brand’s biggest role is to support them by providing the information they need to ensure the content is accurate and within compliance.”

Sigari agreed, “We have to protect our brand, but they also need to control theirs. The best influencer relationships are when our brands align and there’s synchronicity between our ethos and ambitions.”

And McKinney added, “Honestly, we don’t worry about how they represent the brand that much. Whether they are doing home parties, popups or lives, they are telling their story, not ours. We give them the tools they need to do so.”

Those tools can include anything from early access to new products so distributors can create personalized content around it at Red Aspen to the boot camp training videos, live trainings and graphics support offered by Neora.

This level of cooperation and collaboration attracts the right influencers as well. As Novarro shared, “I enjoy working with brands that are realistic and allow me to be creative and use my insight in what we’re working on.”

Martinez explained how much he appreciates the value Prüvit’s corporate team gives his input. “They believe that the best ideas come from the field where the work is being done and from those who are communicating with the consumers on a daily basis. We work with them to create the right promotions, campaigns and new products.”

Focused on Fundamentals

Even with all the benefits of a robust and proactive influencer program, companies must also focus on the key fundamentals that allow the resulting online purchases to be as frictionless as possible for both the affiliates and the customer. It’s important to also prioritize seamless checkout, personalized customer loyalty and referral programs and live shopping opportunities.

USAGE OF TAGLINED LOGO S

I lead Squire’s sales tax team, keeping direct-selling companies compliant with state and local tax laws. Our industry-specific approach includes nexus determination and tackling the challenges of sales tax calculations, registrations, filings, and related issues, such as exemption certificate management. I’m an expert in multi-state sales and use tax issues.

The tagline "AUDIT.TAX.ADVISORY" on ly accompanies the logo in cir cumstances where context requires c larification about what Squire can do for current and potential customers (the audience).

For example, Squire.com and its subsequent web pages featu r e the onet agline version (HIGHER PE RSPECTIVE ONLY) of the Squire logo because the subpage content t hroughout the site provides adequate co ntext to visitors.

But in the end it all comes down to the authenticity of the medium and the messaging. As Novarro said. “Nothing is easier to spot and see through than an influencer who is only representing a product to get paid. I would recommend that direct selling brands seek out influencers who already enjoy your products—or would genuinely like to try them and provide feedback. Seeking out influencers inside and outside of your brand will help you grow your reach and support your salesforce.” DSN

On the other hand, if the team attends a national financial trade show where Sq uire should differentiate itself from a n eighboring financial software co mpany, then trade show banners n eed to include the tagline, “Audit- TaxA dvisory.”

Treat the secondary tagline like it’s part

SHARA SUMNALL SALES TAX SPECIALIST

17K+ Unique Downloads and 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 45+ 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.

Here’s a snapshot look at recent episodes!

EPISODE 43 ]

Building Trust and Increasing Retention with Darnell Self, LegalShield/PPLSI’s Executive Vice President of Network and Business Development

WITH OVER 25 YEARS as a successful field leader and the past 12 years in a hybrid corporate role, Darnell Self offers a rare perspective from two vantage points. His insight into systems and team culture led him to cultivate more than 40 six-figure earners before he was 40 years old, and today he continues guiding others to become more intentional about their leadership.

In this episode, Darnell takes a deeper dive into how intentional leadership is the foundation for building trust and increasing retention. He also unpacks the difference between management and leadership and offers a new way to look at work/life balance.

[

EPISODE 44 ]

Why CSR is Critical for Today’s Brands with Will Templeton, Director of the Global Amway Brand WILL HAS SUPPORTED Amway’s value in each affiliate market worldwide through environmental sustainability efforts and social impact. He assumed his current role as director in 2021, and his efforts have focused heavily on sustainability issues, volunteering and traceability.

In this episode, Will talks about the emotional nature of a brand, what it takes to bring it to life, the importance of personalization for customers, and why traceability and sustainability are must-haves for every business today.

EPISODE 45 ]

The Story Behind the Headlines with Patrick Wright, CEO of AdvoCare

AS A 21-YEAR VETERAN of direct selling, Patrick has served in a variety of leadership positions since joining AdvoCare in 2008 as a marketing intern. Three days after being named CEO in 2019, his first task in his new role was to lead the organization in one of the most significant transformations in not only the company’s history, but in the entire channel’s.

In this episode, Patrick shares a behind the scenes look at how he and his executive team shifted the business model to a singlelevel compensation plan, the lessons learned and the value of removing complexity in the sales process.

NEVER MISS AN EPISODE —2023 will be another year of insights, tips, takeaways and action items provided by 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!

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Plexus: Hope, Health and Happiness

BY JENNY VETTER

THE LAST FEW YEARS have fundamentally changed all of us, stirring up more challenges than any of us were prepared for. As we pull ourselves out of uncertainty and into a new season of possibility, the leadership at Plexus believes that the direct sales industry offers just what people need for what’s next: hope.

FOUNDED: 2008

HEADQUARTERS:

Scottsdale, AZ

TOP EXECUTIVE:

Gene Tipps, CEO

PRODUCT CATEGORY:

Health and Wellness

GLOBAL 100: 25

The Power of Hope

“We used to be the health and happiness company,” Plexus Founder and President Alec Clark explained But in 2021, after seeing how the direct sales industry could do so much more than adapt and evolve in the face of a global pandemic, the leadership team decided to make a change.

“We believe this is the best industry in the whole world,” he said. “It allows people to stop and take a breath; to see that life’s going to be okay; and that there are opportunities out there for them— whether that’s financially, physically or emotionally. People can move forward. We offer hope, health and happiness for all who want it. The world is good, and there are opportunities out there. So—at Plexus—we deal in hope.”

And there is much to be hopeful about at Plexus these days, as the company has started a fresh chapter led by newly appointed CEO Gene Tipps. After leading the company’s operations as Chief Operating Officer and President of Global Operations, Tipps was named CEO in October

of last year. He’s eager to pursue the company’s new mission, supported by the foundation that Founders Tarl Robinson and Alec Clark laid nearly 15 years ago.

“It’s an amazing foundation that the company’s been built on,” Gene shared. “We’re unique in the marketplace with a strong footing in the U.S. and very little presence internationally, so the vision couldn’t be bigger for us going forward.”

Gut Health Pioneers

Plexus was focused on gut health well before the “microbiome” was common knowledge in the wellness space. Today, gut health continues to be an area of focus for the company with a growing line of microbiome-centered products

“We were in the forefront of this gut health revolution that is happening right now,” Alec shared. “We were doing gut health 10 years ago, and we intend to stay true to that.”

In addition to its gut-focused line, Plexus has grown to offer a full suite of weight management, nutrition and skincare products as well—with many of the product combinations including guthealth boosting ingredients. And there are more innovations to come.

We’re going to continue to innovate and also renovate.

“We’re going to continue to innovate and also renovate,” Gene said. “Sometimes you have to go back and look at what that product offering looks like and improve upon it. There is always new science and technologies that come out, different ingredients, delivery forms, things that make your product better. Not only from a delivery standpoint, but an application standpoint, a usability standpoint, all the way across the board. And we’re in the middle of looking at all of that.”

One Plexus, Always

As Gene settles into his new role as CEO, he’s excited about all the possibilities this new chapter at Plexus holds. And while he’s eager to share upcoming pipeline innovations and product announcements, he’s most excited about the heart, transparency and relationships that hold the company together

“It’s all about relationships,” he said. “Whether they’re with our field, our team members or vendors. That was honestly something that really drove our success through the pandemic—being able to keep up with demand, being able to pivot, being able to leverage the vendor relationships. Our mantra has always been that we do network marketing the way it could be done, should be done, but rarely ever is. And people can see that the minute they join our community. It’s very different.”

Gene believes the difference lies in the company culture, a way of working that honors every team member, prioritizes transparency and values connection. This strong, supportive culture was remarkably different than anything Gene had experienced prior to joining the company.

“I’m extremely proud and always eager to talk about our culture and who we are,” Gene shared. “What came through during my initial interviews with our founders was the perspective that ‘if it’s not good for our employees and it’s not good for our Brand Ambassadors, then we probably need to start over. And they stick true to that.”

I continually heard about work/life balance, too. For the first six weeks, I felt like something wasn’t working. I didn’t get phone calls. I didn’t get text messages constantly. My inbox wasn’t blowing up. And it wasn’t because there was nothing to do. Trust me, there was plenty to do when I walked through the door. And there will always be plenty to do, but we hold true to a work-life balance at every level of

The vision couldn’t be bigger for us moving forward.

Plexus’ culture is consistent across the corporate and field teams, attracting new team members and Brand Ambassadors to this growing global family. Today, Plexus is home to nearly 400 corporate employees and 380,000 Brand Ambassadors across the United States, Australia, Canada, Mexico and New Zealand.

“We have this mantra, ‘One Plexus,’” Alec explained. “We believe that whether you’re a corporate team member or in the field, everyone’s here to support each other and work together. As long as we continue to do that, as long as we continue to stay humble and work together, we’re going to make an impact.”

Camaraderie between employees and the field isn’t always the norm in this industry. But for Plexus, it’s a tangible example of the company’s One Plexus mindset. For example, employees celebrate five years with the company by joining Brand Ambassadors on leadership trips and cruises, allowing them to build relationships with each other. By connecting both sides of the Plexus team together, the company has created a stability that’s evident in their steady growth and long-tenured employees. The relationship employees and Brand Ambassadors have with leadership is strong as well, and it’s based on transparency and trust.

“If we make a mistake or cause friction in the field, we’ll own that,” Gene said. “We’ll always make it right. So, it’s interesting to watch every so often when we do have a little stub-our-toe moment, and you see some of the new people chime in on social media. You have every one of our Brand Ambassadors jump in and say, ‘I’m not worried about this whatsoever. Plexus will make it right. They always make it right.’”

As Founders Alec Clark and Tarl Robinson step into new roles as Chair and Co-Chair of Plexus’ Strategic Council, and Gene leads this exciting new chapter for the company, they all agree that the company is strong; the vision is aligned; and they are hopeful for what’s to come.

“Our vision has never been more laser focused than it is right now,” Alec said. “We believe the future is bright. We’re not quite there yet, but we’re on our way to becoming a legacy company. As Tarl and I are stepping up into this strategic council we have created, Gene is ready to take the reins and move our company forward. We want Plexus to be a generational company that our kids and our grandkids can either work for at corporate or out in the field. And we feel like that is possible with the vision that we have.” DSN

NeoLife: Designed for Impact

BY JENNY VETTER

S NEOLIFE PREPARES TO

CELEBRATE its 65th year in business, CEO Kendra Brassfield honors the beautiful legacy of her family’s business but has fixed her eyes on the promise of what the next decade holds. While so much of her father’s work and dedication is built into the foundation of NeoLife, what comes next is up to her.

FOUNDED: 1958

HEADQUARTERS: Santa Clara, CA

TOP EXECUTIVE: Kendra Brassfield, CEO

PRODUCT CATEGORY: Health and Wellness

We have a community that really, truly ignites personal growth.

“

NEOLIFE’S CATALOG of products ranges from the nutrition products the company has been known for over the years to home and personal care items as well.

A New Chapter

The NeoLife story turned a historical page when Kendra Brassfield stepped into the role of CEO in 2016, succeeding her father, Jerry Brassfield, who founded the company in 1958. Kendra’s long path to CEO had been filled with mentorship and training from her father but—most importantly—was paved with the lessons learned from building her own NeoLife business from scratch. As CEO, Kendra has worked to make her own mark on NeoLife, successfully navigating the global pandemic; infusing her team with new talent; and dreaming up a strategy to launch NeoLife into its next decade. While elements of NeoLife are evolving under her leadership, she’s equally proud of what has stayed the same

“Our foundational core values are really what make us who we are,” Kendra shared. “Things like integrity, people being number one, equal opportunity for all, products that work and long-range vision. That vision is evident in the fact that we’ve been here since 1958 and are still going strong.”

NeoLife’s catalog of products ranges from the nutrition products the company has been known for over the years to earth-friendly home care and organic skin care items as well. Since the mid-1970s, NeoLife’s Scientific Advisory Board has led the company’s research and development efforts, introducing new products once they’ve been tested to meet NeoLife’s standards.

“We have some of the world’s most impressive doctors and researchers creating and formulating our products,” Kendra said. “They actually control which products that we launch or don’t launch. We don’t let marketing or sales determine our products’ futures. It is purely based on science. We do a lot of our own clinical studies and clinical research to make sure that they truly work, and we see it in the results that people get as well. That’s been so core to our foundation of who we are as a company, because of my dad’s story. The reason he’s so passionate about nutrition is that he grew up with terrible asthma allergies, and he saw the power firsthand of the difference that good nutrition can make. I also have the same struggles that he had with asthma and

allergies. We want the best because we want to take the best, and we know others do as well.”

NeoLife’s latest breakthrough product, UpBeet launched in July 2022. This nitric oxide supplement supports heart health, increases stamina and endurance and improves circulation.

“Nitric oxide is being called the ‘miracle molecule,’ because of how important it is for health,” Kendra explained. “It’s one of those elements that just makes you feel like you did when you were younger. You have so much energy— natural energy—because you have a lot of nitric oxide flowing through your blood. This product has jumped right out the gate to become one of our top selling products.”

UpBeet, along with NeoLife’s extensive range of products, are shared by over a million promoters in 50 countries and counting.

A Transformative Community

This global community of promoters is what Kendra considers NeoLife’s secret sauce and hugely transformative to her own NeoLife path

“We have a community that really truly ignites personal growth,” she said. “When someone is a part of it, we don’t recognize ourselves in one year, two years, three years, 10 years down the road because of the positive change that happens. I’m completely speaking about this from experience. I know when I came into the business I was as shy as you can be, couldn’t hardly order coffee from Starbucks without turning red in the face. Having leaders who want to throw water over your fears and gasoline over the fires of your dreams, is so impactful.”

To ensure that her corporate team experienced as much growth and empowerment as her field, Kendra worked to find ways of connecting both sides of the business.

“We’ve really made a big push over the last decade to help everybody understand that it doesn’t matter if you are the janitor or an accountant or the field development person in the trenches—the work that you do is truly making an impact on our business partners, members and customers,” she said. “Bringing in that purpose-driven element has transformed our culture and has really increased people’s satisfaction in what they do. Sometimes you come work for a company, and think ‘oh sure, everybody says they have the best products.’ But then it’s completely different when you hear from the people that you’re sitting next to in the office say, ‘oh my goodness, you should have seen me before I came into NeoLife. I’ve used these products now for the past 5, 10 years, and look at the difference it’s made.’”

Bringing in that purpose- driven element has transformed our culture and has really increased people’s satisfaction in what they do.

—KENDRA BRASSFIELD / CEO

A New Goal

Several key new team members are just getting acquainted with NeoLife’s impactful culture, as Kendra has recently hired a Vice President of Digital and a Vice President of Information Systems as part of a major investment in the company’s digital offering. Her team is leveraging artificial intelligence in a way that she believes the direct selling space has never seen.

“It’s going to be AI powered across all of our websites, virtual office as well as apps,” she explained. “The system will look at trends in consumer behavior as well as behavior of the people in a promoter’s downline and be able to predict and spot key insights that will help our field take better care of their customers and downlines. This will also be able to make shopping simpler for customers because the technology will know what they are looking for, remember what they’re looking for and make the shopping experience and user experience delightful and seamless.”

Beyond these latest technology hires, Kendra has brought additional team members into the NeoLife family, including a new Vice President of Field Development as well as Director of Field Development in North America, to support her growing field. New hires, new products on the horizon for 2023, a supportive culture and this latest AI initiative are all elements of NeoLife’s latest goal: Top 10 in 10

“We want to be one of the top direct selling companies in the world in the next 10 years,” she shared. “I think more than anything else, it’s not just about being in the top 10 for bragging rights, but I think our business is truly a measuring stick for the impact that we make in people’s lives. And as we grow, that means our impact is exponentially growing.”

As Kendra and her team pursue this latest goal, they’re ultimately pursuing NeoLife’s broader goal of making the world a healthier and happier place, ending the trend of poor health and financial stress—the same goal her father had when he launched NeoLife so many years ago and worked to achieve through effective products and an incredible culture.

“When people ask about our culture, it’s not just fancy words on a page or inspirational quotes,” Kendra explained. “It’s a living concept, something that we internalize, and it guides every action that we make. And all that is towards fulfilling our mission of giving everyone the power to live healthier and happier lives.” DSN

Heather Chastain Talks with Andrea Goeglein, PhD and Tia Graham About Prioritizing Self-Care and Happiness.

BY PAULA FELPS

To watch or listen to the entire interview, visit DirectSellingNews.com.

IIN RECENT YEARS, happiness both at home and at work have emerged as main themes. That’s led to a change in the way people view how they earn money and what they do with that valuable workday. In the February and March episodes of Iconic Insights, Heather Chastain interviewed two business thought leaders to discover how putting one’s self first and prioritizing self-care and happiness can change not just the individual, but the culture of a company.

ANDREA GOEGLEIN, PHD, is a Success Catalyst and author of the Don’t Die self‑development book series. In the February episode, she explained how entrepreneurs can adopt the practice of putting themselves first to find success.

HEATHER CHASTAIN: This is the beginning of a new year— everybody has their new focus: “This year I’m going to do this …” But you talk about some things that should be on everybody’s to-do list, that every day you should do a couple of things. What do you think those things are as an entrepreneur trying to maintain focus on goals and objectives?

ANDREA GOEGLEIN: I learned this the very, very hard way. And the science behind it is so strong it’s crazy: reading, writing, reflection. Every day, five minutes, start there. It’s the door opener to your brain saying, “I am important.”

“

Listen to the message of why you wanted to join the team and then see where you may be blocking yourself from achieving.

—ANDREA GOEGLEIN, PHD

ANDREA GOEGLEIN, PHD TIA GRAHAM

There’s no one thing you should do. There’s no one way it may look like. There are people who like to walk and meditate for five minutes. My brain has never shut down for five minutes.

But the discipline of putting myself first, the discipline you and your listeners will achieve by just putting themselves first, they can then go out and in clear conscience attract team members to help them build really great teams. And if the first thing you give me as a leader bringing me into your team is that I have to take care of myself, I think I’m going to hang around with you more.

HEATHER: In Good to Great they say your stopdoing list is just as important as your start-doing list. Do you have anything that you would suggest that people put on that stop-doing list?

ANDREA: Okay, so the first thing is to look at your day for time sucks. The video games, the TV shows, the noise in the background, that’s the first place. They sneak into our day very, very unconsciously, but they take up a lot of our day. So, I know that for me, that’s the first place I go to look. When I am not achieving, I start looking at what’s changed in my day.

We have got to step back and just be our own housekeepers. That’s where the direct marketing approach becomes very important. Market to yourself first. Listen to the message of why you wanted to join the team and then see where you may be blocking yourself from achieving. Something attracted you to the concept of network marketing. Look at that and then see if you’re doing things that are counterproductive—and then get rid of it.

HEATHER: When you’re dealing with clients and you’re talking to people, how should we be thinking about our mindset and our consistent actions in good times and then in bad times, because it feels like it should be different?

ANDREA: One word: resilience. Setting the belief and knowledge by using all of the challenges that you have overcome before as your bank of proof, that no matter what is happening at this moment, the one thing that has been consistent is that you have overcome it and moved on. Resilience is the one attribute, that knowing and trusting and having faith in the human ability to overcome, actually helps you achieve everything you will become.

TIA GRAHAM founded the company Arrive at Happy to teach companies how to drive productivity and business growth through a culture of happiness. On the March episode of Iconic Insights, the author of Be a Happy Leader talked about what happiness at work looks like.

HEATHER: One thing I talk about in our channel of direct selling and entrepreneurship is that you should get to use both sides of your brain—or all of your brain—every day. There are a lot of data-driven elements to what we do, but then there’s also motivation and inspiration. I feel like happiness is the same thing. First, how do you even define happiness?

TIA GRAHAM: There are different definitions. Of course, happiness in a lot of ways is personal. But according to positive psychologists, neuroscience supports this as well. I will say a happy life, consists of three main pillars. The first is, you have more positivity in your life than painful emotions or suffering.

One big misconception is happy people are happy all the time. No, there’s no such thing as happy all the time. But if you think about the end of the year and you look back, you had more positive than pain. So that’s number one. You could think about this emotional and psychological level.

The second pillar is that you feel that your life has meaning and purpose. You could get this from your work; you could get it from volunteering; you could get it from parenting. What gives you meaning and purpose is personal.

And then the third, is really exciting. There’s a whole new body of research that says a happy life has a variety of different experiences that make you psychologically rich. So, an example would be, if you are in university and you go study abroad, in Japan for a semester, that’s going to be an experience that makes you psychologically rich. This is the area where humans become wise through different experiences. Think about a happy life as those three pillars.

HEATHER: What I like about that definition is it does fit. You could have a lot of different kinds of lives that can meet those criteria. I joke that, most of my life I’ve been the cautionary tale of the Hallmark movie, because they tend to just demonize this idea of working, and having a schedule, and caring about income and being

Be A Happy Leader

by Tia Graham

busy. But some people like that. Can you talk a little bit about that? Because in our channel we do a lot of talking against this idea of an unhappy life, which is usually about not having good work/life balance and crazy schedules and all that stuff.

TIA: I’m so glad you touched on this because everyone asks me about this idea of work-life balance. It’s about what matters to you. I think about Brené Brown’s research on our personal values. For people who get a lot of satisfaction and meaning from the work that they do, then yes, absolutely.

And for others, they have meaning and purpose solely being a parent, and that’s okay. It’s a different journey. There are these societal views or societal expectations of what things should look like, but I really want to motivate people to, in a way, shut out everything and just go in and go, “Okay, what matters to me? And what fits with my life?” So, focus on what matters to you. DSN

Jim Brown USANA

Carrie Charlick ESSENTIAL BODYWEAR

Brian Gill 4LIFE

Deborah Gibbins MARY KAY

Jane Creed WINESHOP AT HOME

Jonathan Gelfand BEACHBODY

Kevin McMurray YOUNG LIVING

Kevin Guest USANA

Danny Lee 4LIFE

Rick Libby TRAVELING VINEYARD

Mindy Lin DAMSEL IN DEFENSE

Alex Hoffmann PLEXUS WORLDWIDE

Monica Vargas OMNILIFE Tyler Whitehead ARBONNE

Jill Taylor STAMPIN’ UP

Connie Tang NUSKIN

Jill Blashack Strahan TASTEFULLY SIMPLE

José Manuel Arvide SANKI

Rod Anderson NUSKIN

Deb Bursley SUNRIDER

Courtney Adeleye OLBALI Kirsten Aguilar SENEGENCE

Nancy Bogart JORDAN ESSENTIALS

Roger Morgan PAWTREE

Joni Rogers-Kante SENEGENCE Marian Smith JORDAN ESSENTIALS

Ryan Napierski NUSKIN

Milind Pant AMWAY Ben Rogers PRIMERICA

Having It All: Be an Advocate for Growing Our Businesses

THE START OF 2023 IS MOST LIKELY resetting and refocusing for companies. 2020 and 2021 saw phenomenal growth in our industry. The somber reality of 2022 set in as direct selling will likely see a yearover-year decrease in sales. Many companies are asking how do we retake the market share gained over that 18–24-month period?

If you’re reading this article thinking some secret tips and amazing insights are coming, I have bad news for you. But, I will explain how to ensure that government regulation does not become a barrier to what we all hope is many coming years of growth and prosperity for direct selling.

If you’re reading this article hoping it will say there is nothing to worry about and that any regulations forthcoming will likely have little impact on direct selling I’m sorry to disappoint you yet again.

The Federal Trade Commission has undertaken two rulemakings in less than a year that could have a substantial impact on our businesses. With the potential to negatively impact how salesforces can present their businesses and how new participants are brought into the business.

That’s not all—the United States Department of Labor is seriously examining what being an independent contractor for all sectors of

BRIAN BENNETT

is the Senior Vice President Government Affairs and Policy, U.S. Direct Selling Association

the American economy looks like. Potentially impacting the independence enjoyed by salespeople and companies alike.

I am happy to report (deep breath) none of these are likely imminent.

DSA’s role is to be the advocate for our businesses on these issues. We are highly engaged in all these rulemakings with the agencies as well as with members of Congress who have oversight authority over them. But, our engagement and position on these issues is driven by our amazing members who volunteer their time on a daily basis to ensure what is presented to regulators and policymakers will help (or at least not harm) their businesses.

The association understands the precarious timing. Many of you are focused on righting the ship of your business with no time for these efforts. But the two go hand in hand. It is difficult to grow our businesses if new, burdensome regulations prevent us from doing that.

We thank the DSA members who volunteer their time to ensure that the channel’s position is clearly articulated among Congressional leaders. We would love to welcome any DSA member companies that are not a part of that circle of leadership into the fold.

An industry challenge is a challenge for us all. Now is the time to stand united and not divided. DSN

DIRECTORY SQUIRE

1329 South 800 East Orem, UT 84097 801-515-0977

squire.com

For nearly 50 years, Squire & Company has provided financial excellence and NetSuite expertise for clients in the Direct Selling industry. We offer personal service, responsiveness, and expertise in all areas.

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.

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.

I-PAYOUT

540 NE 4th Street Fort Lauderdale, FL 33301 866-218-4668 discover@i-payout.com i-payout.com

Since 2007 i-payout has been the leading payment choice for pay out and pay in solutions. We pride ourselves on exceptional service paired with integrated and customized solutions.

CP & KRELL GROUP

Keller, TX 817-697-4321 cpkrell.com

Landing a more sophisticated brand of talent takes a more sophisticated recruiting partner.

Bringing 25 years of Direct Sales executivelevel experience from around the world and with a Team speaking 5 languages we know what it looks like to have success in a diverse and international environment. Our goal is to become an extension of your brand.

COMPLETE MERCHANT SOLUTIONS

727 North 1550 East 3rd Floor, Orem, UT 84097 877-267-4324

cmsonline.com

Complete Merchant Solutions (CMS) is a full-service US merchant account provider representing multiple banks. CMS safely and securely supports many types of payment processing for direct selling companies.

LACORE PAYMENT TECHNOLOGIES

900 Wilmeth Road, McKinney, TX 75069 Info@lacoretechnologies.com lacorepayments.com

LaCore Payment Technologies 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.

STRATEGIC CHOICE PARTNERS

2201 Long Prairie Road, Ste. 107-316 Flower Mound, TX 75022 407-891-9265 strategicchoicepartners.com

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.

METRICS GLOBAL, INC

1160 N. Town Center Drive, Ste. 100 Las Vegas, NV 89144 702-757-9600

info@metricsglobal.com

metricsglobal.com

We are the industry’s leading payments partner, long-established advocate, and problem-solver. Our unified commerce & payments platform will connect you to a global marketplace, enable your international expansion strategy, and fuel your exponential growth plans. Let us show you how.

CUSTOMS CLEARANCE, EXPORTS, LOGISTICS

NEXIO

727 N 1550 E, 3rd Floor Orem, UT 84097

1-877-551-5504 nexiohub.com

Nexio manages the chaos of payments offering:

• Faster roll out for distributors or partners

• Simplifies payment processing for corporations

Nexio does this by being integrated with the majority of back-office software solutions in the Direct Sales Industry.

AMWARE FULFILLMENT

4505 Newpoint Place Lawrenceville, GA 30043 866-888-2999

Sales@amwarelogistics.com amwarelogistics.com

Handle fulfillment for many direct sellers. DSA member with 15 fulfillment centers, nationwide, for 1–2 day ground delivery to 95% of U.S. population. Offer comprehensive B2C fulfillment services, including complex kitting, plus discounted parcel shipping based on our large volume of freight.

CANADA CARTAGE LOGISTICS SOLUTIONS

1615 Clark Blvd. Brampton, ON Canada L6T 4W1 905-564-2115 x2 canadacartage.com

CCLS is your gateway to turn-key e-commerce sales and distribution in Canada. With fulfillment centers across Canada, our pick, pack and ship options, and real-time inventory visibility, we will help your business grow. We are NHP Site Compliant, Health Canada licensed, and GMP Compliant.

DELIVERZEN FULFILLMENT

1551 Corporate Drive Irving, TX 75038 214-233-6790 deliverzen.com

Deliverzen’s mission is to provide the best service in the order fulfillment industry.

KATAPULT EVENTS

5840 Red Bug Lake Rd, Ste. 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!

GLOBAL ACCESS

2889 Ashton Blvd, Ste. 350 Salt Lake City, UT 84070 877-811-8108 globalaccess.com

International expansion expertise and technology and logistics solutions that grow clients’ businesses and brands around the world.

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.

LACORE LOGISTICS

900 Wilmeth Road, McKinney, TX 75069 214-817-4802 lacorelogistics.com

LaCore Logistics provides distribution and order fulfillment services. Our highly automated distribution center provides both domestic and international direct-to-consumer shipping solutions. We offer omni-channel fulfillment solutions ranging from marketplace fulfillment for leading marketplaces to businessto-business fulfillment for leading retailers.

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.

DIRECTORY

CUSTOM TRAVEL SOLUTIONS

27 S Main St #17

Travelers Rest, SC 29690 864-990-3074 customtravelsolutions.com

Recruit and retain the right people for your organization — We are the world’s largest “white label” travel club builder.

FUTURECEUTICALS

2692 N. State Route 1-17, Momence, IL 60954 888-452-6853 futureceuticals.com

Fruit, vegetable, and grain-based solutions backed with evidence-based, marketable claims.

BYDESIGN TECHNOLOGIES

9503 Princess Palm Avenue Tampa, FL 33619 813-253-2235

bydesign.com

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.

E.A. DION, INC.

33 Franklin McKay Road

Attleboro, MA 02703 800-445-1007 eadion.com

Dion’s jewelry solutions are perfect for career path, sales & recruiting, corporate anniversaries and incentive travel recognition awards.

MOMENTUM FACTOR

4801 Spicewood Springs Road Ste. 250, Austin, TX 78759 512.690.2134 momofactor.com

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.

ROYAL CARIBBEAN

INTERNATIONAL

1080 Caribbean Way

Miami, FL 33132

Royal Caribbean International’s Corporate Sales Team

800-345-7225 (SELECT 2, THEN 1) royalcaribbeanincentives.com

ICONIC SHIPS. EPIC ADVENTURES. ULTIMATE EVENTS.

Royal Caribbean® transforms events into the ultimate productivity paradise. Impress your attendees with epic venues, vibrant restaurants, onboard thrills and beautiful destinations.

NOW TECH

5717 Legacy Drive, Suite 250, Plano, TX 75024 310-428-9936 now-tech.com

With over 35 years of industry experience, NOW Technologies is the premier provider of mobile tech tools designed to grow revenue and recruiting for our Direct Selling clients. The NOW platform provides powerful features such as sampling, social selling solutions, smart alerts, prospecting tools, content management, and onboarding & training capabilities.

DIRECTSCALE

1510 N. State St. Orem, UT 84057 801-701-3285

directscale.com

The most customizable enterprise SaaS platform for managing all aspects of your direct selling, affiliate and influencer marketing business. Edit your comp plan and test it against your live data! From startup to billion dollar company, it automatically scales to meet your needs so you never have to upgrade again.

EXIGO

1600 Viceroy Dr., Suite 125 Dallas, TX 75235 214-367-9933

exigo.com

The global leader in cloud-based Platformas-a-Service (PaaS) for direct selling companies. An open framework for billiondollar giants to startup companies. Exigo supports MLM, Party Plan and Affiliate models, operating in single global markets.

MARKETING/BRANDING

INCENTIVES/RECOGNITION

INGREDIENTS AND MANUFACTURING

SOFTWARE/TECHNOLOGY SOLUTIONS

LEGAL AND COMPLIANCE

FLIGHT COMMERCE

1208 E. Kennedy Blvd., Ste. 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.

THATCHER TECHNOLOGY GROUP, LLC

55 Shuman Blvd., Ste. 350 Naperville, IL 60563 866-698-3848

thatchertech.com

Thatcher Technology Group provides Sales Force, Compensation and Incentive Management Software for the Direct Selling Industry.

XIRECT SOFTWARE SOLUTIONS

686 E 110 S Unit 104 American Fork, UT 84003 385-448-1800 xirect.com

Scalable software from startup to enterprise. Your delivery expert in Commissions Calc / Consulting, Replicating Websites, E-Commerce, Reporting, Promotions, Localization, Multi-Currency, and more- The Perfect Cloud-based Direct Selling Software Partner!

INFOTRAX SYSTEMS

1875 S. State Street, Ste. 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

915 Broadway Street, Ste. 400 Vancouver, WA 98660 360-256-4400

jenkon.com

“Innovation and stability are central to 5 decades of unprecedented, multinational success. JoT™, the Jenkon of Things, is a suite of digital commerce and sales performance technologies delivering state of the art user experiences. The newest solution: JoTLive Shopping integrates with any enterprise.”

“

DSN has been an incredible partner for us in matching our award winning incentive and meeting opportunities onboard our ships to their talented readers. Direct Selling companies have been finding us for individual incentive awards, group travel and full ship charters due to the great exposure we get from  DSN.

—RON GULASKEY / AVP, Global Corporate, Incentive & Charter Sales, Celebrity Cruises

• Influence Distributor behavior with ‘MyDay’ journeys for customer and distributor acquisition, training, rank advancement, and more!

• Strengthen the connection to your field with a direct and instant line of communication via alerts, email blasts, drip funnels, and text.

• Empower your Distributors with NOW Commerce tools that accelerate sales and acquire new customers and convert them to ambassadors.