June 2022 Direct Selling News

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DIRECT SELLING NEWS

VOLUME 18 / ISSUE 6

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36 Direct Selling University 2022: A Game-Changing Week B Y S A R A H PAU L K

THE BR AVO AWARDS

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David Holl— Creating a Future-Focused, Prosperous Mary Kay

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Scout & Cellar— The Winning Approach to Wine 4 D I R E C T

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Our Biggest Issue of the Year!

SUMMER IS UPON US! As my oldest son recently graduated from high school, I can’t help but think about all the milestones and memories the last 18 years have held.

And all the exciting changes that are on the horizon.

In many ways, I feel the same way about the direct selling industry. This issue is our biggest of the year—and that’s because it’s our chance to recap everything we have learned and shared at the spring Direct Selling University and the annual DSN Global Celebration events. Now is the time where we can celebrate everything the channel and its top companies have accomplished over the past year. And it’s the perfect moment to take a glance at the potential of a bright and prosperous future, too.

This issue is packed with recaps of Direct Selling University, the DSN Global Celebration, insights, trends and analysis of our annual Global 100 List as well as snapshot portraits of all 58 companies on it. We share in-depth coverage of all the Bravo Award recipients as well. We think there is a lot to celebrate in the channel right now—and many optimistic signs for continued growth in 2022 and beyond— this issue is full of all the reasons why!

Make sure to check out this month’s Company Spotlight on Le-Vel. They are marking a milestone this year—their 10th anniversary. This article takes a candid

look back at where they’ve been and shines a light on their exciting next steps.

We’ve also included an excerpt from this month’s Iconic Insights podcast where our host Heather Chastain interviews the incredible Suze Orman, who delivers several powerful insights into not only how to best plan your financial future, but how to help your field do the same.

Make sure to check out the full episode as well as the rest of our podcasts at directsellingnews.com or wherever you find your favorite podcasts!

At DSN, we always want to be your daily resource for global news impacting the direct selling channel. If you haven’t yet, make sure to sign up for our free resources, like 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 top stories first and fast.

Direct Selling University and the DSN Global Celebration were both amazing events. Thank you to everyone who attended both in person and virtually.

We’re already planning our next hybrid DSU event to be held this fall—we hope to see you there!

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The Month in News Affecting Our Channel 12 / Recent Expansions 14 / Events 16 / Insights 21 / Top 5 News Watch 22 / Executive Announcements 30 / CCR Program

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E X P A N S I O N S

R ECENT E XPAN S I O N S FARMASI LAUNCHES OPERATIONS IN GERMANY “We are so excited to expand our reach and bring our amazing products to the people of Germany,” said Sinan Tuna, Chief Executive Officer, Farmasi North America. “We continue to work towards changing the lives of people in Germany and becoming a top brand not just in Europe but all over the world.”

New Farmasi Beauty Influencers in Germany will now join the more than 4 million existing Farmasi distributors who work around the world in 27 countries.

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QNET LAUNCHES OPERATIONS IN NIGERIA QNET announced expansions into Nigeria as well as a partnership with Transblue Limited, a Nigerian company that provides freight support and end-to-end compliance management services. By leveraging Transblue’s robust market presence and local expertise, the company plans to craft an enhanced customer service experience, provide training to local distributors and facilitate faster access to products.

“The entry of QNET in Nigeria is in line with the government of Nigeria’s vision to partner with the private sector to effectively achieve the desired economic recovery and transformative growth,” said Biram Fall, QNET Regional General Manager sub-Saharan Africa. “At QNET, we intend to play our part by boosting entrepreneurship in Nigeria through our well-established global e-commerce and direct selling ecosystems.”

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E V E N T S

EVENTS

The Happy Co. Hosts Virtual Masterclass for Women Entrepreneurs

T

HE HAPPY CO. HOSTED A MASTERCLASS to empower its women leaders, featuring three of the company’s top female leaders: Brittany Beck, Jessika Durant and Melissa Loucas. More than 500 women participated in strategy sessions that included practical business skills and approaches to growing through every stage of business growth.

Neora Announces 2021 Sales Increase of 28 percent at Convention

A

T ITS ANNUAL GET REAL CONFERENCE, held in-person at the Fort Worth Convention Center, Neora offered distributors training and business strategy sessions from some of its top leaders. Those who could not attend or were not comfortable gathering in-person could also watch the two-day event through a live-streamed feed.

Themed “Together, and Better than Ever,” the convention emphasized the power of personal connections and recognized the achievements of distributors who are building their own businesses. Those accomplishments also led to a sales bump, with a 28 percent sales increase and a 20 percent increase in customer orders in 2021.

Hinode Group Announces Merger of its National and International Brand at Convention

I

N SAO PAULO, BRAZIL, GRUPO HINODE ANNOUNCED to 10,000 people in attendance at its international convention that it will be shifting its positioning to merge both its national and international brand. This shift is made in part to strengthen its presence in Brazil and Latin America, while remaining active in Bolivia, Chile, Colombia, Ecuador, Mexico, Peru and Paraguay. The merger includes a name change from Grupo Hinode to Hinode Group and a branding switch to highlight the color yellow as reference to a solar brand.

“We are a company in constant evolution and, as a platform for entrepreneurship, our goal is to further reinforce the enterprise values in order to generate social impact, improving the way we articulate our purpose so that it communicates our message to the public and brings us closer to the end-consumer,” said Eduardo Frayha from Hinode Group.

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SeneGence Attendees Ready to SHINE FORWARD

S

ENEGENCE HOSTED ITS ANNUAL SHINE FORWARD in a hybrid format, featuring both virtual presentations and in-person events held in Oklahoma and Australia. CEO and Founder Joni Rogers-Kante offered a training on the basic steps to a successful SeneBusiness and the corporate team shared a behindthe-scenes look at what’s to come, including a partnership with Miss USA, a revitalized website and technology presence and upcoming initiatives. The event also launched an inaugural First Timer’s Meet & Greet, which offered first-time attendees the chance to network and meet with other distributors and the SeneGence staff.

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I N S I G H T S

For the full articles, visit directsellingnews.com/ category/news/

INSIGHTS

Could Virtual Conferences Be the Next Sustainability Initiative?

A

s the industry turned to virtual events in place of their traditional in-person conventions during the height of the pandemic, many companies reported increased engagement and higher viral share among attendees. Sales often increased as well, as participants were free to shop instead of travel or commute during the event’s final sessions.

But a new University of Michigan study is highlighting an additional unexpected benefit of these online events by quantifying the environmental impact of virtual gatherings versus traditional in-person conferences.

By analyzing the carbon emissions of a virtual conference case study that occurred in May 2020, taking into account the energy use of servers, monitors, network data transfer,

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room lighting and the resources required to design and build that equipment, versus an in-person event in San Francisco, the study discovered that the virtual convention produced 66 times fewer greenhouse gas emissions.

As more brands seek to improve their carbon footprint and environmental impact and lower their emissions and waste, it may be wise for companies to also consider if their massive, in-person events could be just as effective as a virtual or hybrid convention. Switching to virtual has proven to be good for the bottom line—costing pennies on the dollar to execute– and may now also be a cost-effective way companies can amplify their sustainability initiatives. DSN

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I N S I G H T S

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New Study Finds 37% of Consumers Trust Social Media Influencers Over Brands

A

study conducted earlier this year by Oracle and CRM Essentials illustrated how social media influencers have become a trusted source for consumers seeking to purchase or discover opinions about a product.

Only 13 percent of respondents said they have discovered new products or brands via traditional TV advertising, while 80 percent reported purchasing products in direct response to social media content.

Gen Z and Millennial participants were twice as likely as Baby Boomers to rely on influencers, but 37 percent of consumers overall reported trusting social media influencers over brands. Gen Z was the most likely to

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discover new products through influencers, with 84 percent of them saying they have purchased products in direct response to social media content. Less than half of Baby Boomer respondents (46 percent) reported the same.

YouTube remains the most popular channel for following influencers across generations, but Gen Z favors TikTok (25 percent) while Boomers prefer Facebook (23 percent).

Post-purchasing interactions are also happening in online communities. Rather than engage with traditional customer service channels, 93 percent of consumers reported turning to a brand’s social media platform to find an answer to their question. DSN

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E X E C U T I V E

A N N O U N C E M E N T S

For the full articles, visit directsellingnews.com/ category/news/

EXECUTIVE ANNOUNCEMENTS

Carmen Wasserman

Paulo Moledo

Martin Gonzalez

Chief Legal Officer, Le-Vel Le-Vel announced that Carmen Wasserman has been appointed Chief Legal Officer. Wasserman is an experienced executive whose previous roles include General Counsel and Chief Compliance Officer within the direct selling industry and beyond. Her 27 years of experience also includes advising startups on how to navigate laws and regulations in the global arena to reach multibillion-dollar levels.

“Carmen is an excellent addition to our executive team,” said LeVel CEO and Co-Founder Jason Camper. “Her strong business acumen and experience as a key strategic partner to executives and board members of global brands in the direct selling industry is a tremendous asset to our organization, and we are confident that she will lead and guide us in our compliance and legal program.”

President and Chief Executive Officer, Hy Cite Enterprises Hy Cite Enterprises, a direct selling kitchenware company under the Royal Prestige brand, announced it has named Paulo Moledo to the role of President and Chief Executive Officer.

“In this never-ending process of generating sustainable and profitable growth, I am fully convinced that Hy Cite will continue to benefit from Paulo’s extensive and diverse experience in multiple large-scale direct selling businesses,” said Erik Johnson, Hy Cite Enterprises Executive Chairman of the Board. “Furthermore, he works under the same values and high ethical standards we have built this company on.”

Vice President of Global Supply Chain, Nature’s Sunshine Nature’s Sunshine Products, Inc. announced Martin Gonzalez will now serve as Vice President of Global Supply Chain. Gonzalez has more than 30 years of experience with household name brands, including Sara Lee and Unilever, and is known for his ability to deliver savings and growth through supply chain improvements.

In his new position, Gonzalez will help Nature’s Sunshine transform its supply chain capabilities and expand the company’s global footprint.

“We are fortunate to have someone of Martin’s caliber and deep commitment to operational excellence join our team,” said Terrence Moorehead, Nature’s Sunshine President and Chief Executive Officer. “Taking our industry-leading supply chain to the next level will be a significant focus for us as we position our company for sustainable customer growth.”

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E X E C U T I V E

A N N O U N C E M E N T S

For the full articles, visit directsellingnews.com/ category/news/

Mariela Matute Chief Financial Officer, Tupperware Tupperware Brands Corporation announced it has appointed Mariela Matute to the role of Chief Financial Officer. Matute brings more than two decades of finance experience in the technology, consumer and manufacturing sectors.

“We welcome Mariela to the team as a critical player in our Turnaround Plan to help us restore our iconic brand to growth,” said Miguel Fernandez, Tupperware Brands President & Chief Executive Officer. “Our goal is to build a business that is as big as our brand, delivering value to all of our stakeholders and enabling more consumers than ever before to access our loved and trusted products. Mariela’s deep financial acumen will be a significant benefit to us as we execute on our strategy and look to optimize revenue, margin and market share opportunities. I am confident she will help us to accelerate the pace of change as we transform our business model into one that serves all channels where consumers want to shop the Tupperware brand.”

Kyäni Prepares for Growth with Leadership Transitions Kyäni announced significant changes to its management team that it describes as preparation for its next phase of growth. Included in this transition are: n

n

n n

Katy Holt-Larsen—Chief Executive Officer Holt-Larsen has held the title of Kyäni President since 2020. She succeeds Kyäni Founder Carl Taylor who will remain Chairman of the Board.

Miguel Beas—Chief Sales Officer Previously, Beas served as Vice President of Latin America. In this new role, he will work to unify the global field and increase sales. Renzo Higinio will now lead the Latin America market as Managing Director of Latin America.

Michael Breshears—President of Asia Kristen Knight—Board Member Knight has functioned as a consultant for the company for several months and will now take on an even greater role in guiding the implementation of product and marketing strategies that will increase innovation.

“Since joining Kyäni, Katy has brought amazing energy, organizational skill, excitement and insight with her leadership, and I’m looking forward to seeing Katy crush the role of CEO!” said Carl Taylor, Kyäni Founder and Chairman of the Board. “I am not stepping away, and I’m not slowing down. I’m still a Kyäni Founder and Chairman of the Board, and I’m still here every day. I’m excited to work in partnership with Katy as she leads us forward.” DSN

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D I G I T A L

M O M E N T U M

I N D E X

Direct Selling

MOMENTUM W AT C H

P R E S E N T E D BY T H E R E S E A R C H E R S AT D I R E C T S E L L I N G N E W S .

Direct Selling News in partnership with Direct Selling Capital Advisors presents the Direct Selling News Digital Momentum Rankings quarterly list. The purpose of these rankings continues to be to evaluate and acknowledge the companies experiencing significant growth in their online presence within the last 90 days.

W

ITH Q1 OF 2022 now in the rearview mirror, the key story is that the web traffic and social media progress lagged somewhat across the full Direct Selling Momentum list. Web traffic for the quarter was flat as was fan and follower growth across Facebook and Instagram, respectively.

More positive news is that engagement

Metric Calculation, growth totals and averages are ranked on a quarterly basis, smoothing out periodic volatility.

For follower and fan count, this means comparing the counts at the end of a quarter to those of the prior quarter.

For engagement metrics, we measure the average for the quarter.

across both platforms for the list appears to be improving, with Facebook seeing a large 14 percent increase, and Instagram accounts experiencing a much more modest three percent. User engagement is calculated as a moving seven-day average to smooth out day-specific engagement volatility and is a measure of total daily engagement, rather than engagement per post.

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This methodology benefits companies focused on consistent, regular postings and continuous fan/follow engagement. Similarly, we calculate the average web traffic throughout the month. While admittedly there is some seasonality in direct selling, the rankings are relative, and so companies capitalizing the best of good quarters or successfully retaining the most during slower quarters will find themselves on top.

TO P 5 0

MOMENTUM RANKINGS

I N T E R N AT I O N A L L I S T

1 SCENTSY

26 CABI

1 NATURA &CO

2 SEINT BEAUTY

27 LE-VEL

2 COWAY

3 DOTERRA

28 PAPARAZZI ACCESSORIES

3 ZINZINO

4 PRINCESS HOUSE

29 LIMELIFE BY ALCONE

4 GIFFARINE

5 FOREVER LIVING

30 JAFRA

5 QNET

6 SCOUT & CELLAR

31 EPICURE

6 FARMASI

7 ACN

32 PARTYLITE

7 ORIFLAME

8 EXP REALTY

33 AVON

8 VESTIGE

9 HERBALIFE

34 NU SKIN

9 NEW IMAGE

10 PRIMERICA

35 JUICEPLUS+

10 TIENS

11 SHAKLEE

36 NORWEX

11 YANBAL

12 RED ASPEN

37 MATILDA JANE

12 PM-INTERNATIONAL

13 MODERE

38 MARKET AMERICA

13 M ARY KAY INTERNATIONAL

14 PLEXUS

39 RODAN + FIELDS

15 TUPPERWARE

40 STELLA & DOT

14 FABERLIC

16 PURE ROMANCE

41 ARBONNE

15 POLA

17 WORLD FINANCIAL GROUP

42 CHALK COUTURE

16 AVON UK

18 PAMPERED CHEF

43 MONAT

17 OMNITRITION

19 LIFEVANTAGE

44 BEACHBODY

18 THE BODY SHOP

20 PRÜVIT

45 COLORSTREET

19 MWR LIFE

21 MELALEUCA

46 YOUNGEVITY

20 BELCORP

22 ZYIA ACTIVE

47 JEUNESSE

23 4LIFE

48 PARK LANE JEWELRY

24 BEAUTYCOUNTER

49 NATURE’S SUNSHINE

25 IT WORKS!

50 RAIN INTERNATIONAL

PAGES

What the Ranking Means / It is worth repeating that the Digital Momentum Index only compares

single period/quarterly changes (vs. year-to-date or a trailing month timeline), and so it is not uncommon to see a single-member company make leaps or appear/disappear each quarter. A company that achieved +25 percent growth last quarter would have to continue growth atop that to maintain their rank.

The index is intended to be a measure of “who saw significant social media growth in the last 90 days” rather than a long-time leaderboard. To find out more information and to learn how the rankings are calculated, scan the QR code. d i r e c t s e l l i n g n e w s . c o m 2 9

/ INDUSTRY NEWS /

C U S T O M E R - C E N T R I C

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based solely on a company’s customer-to-distributor ratio taking into consideration the following definitions:

Distributor—someone who

DOES have a distributor agreement in place

Customer—someone who DOES NOT have a distributor agreement in place n

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BE CU STOM ERCENTRIC RECOGNIZED.

The CCR Program is

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Active is defined as each

customer and distributor must have made a product purchase during the last six months.

Active customer and distributor counts are limited to those in

Direct Selling News is excited to present the Customer-Centric Recognition (CCR) Program to celebrate companies that are leading the way toward a customer-centric future for the industry.

Qualifying companies utilize business models that boast high

the U.S. and Canada.

customer-to-distributor ratios and prioritize customer sales.

Companies must have been in business for at least one year and have a minimum of $5 million in annual revenue.

Qualifying companies must

DSN

attain: 5:1 up to 10:1 for Gold status and 10:1 or more for Platinum status.

DIRECT SELLING NEWS

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Companies who wish to learn more or submit a CCR Program Application can go to www.directsellingnews.com/ccr/ or contact editor@directsellingnews.com

D

IRECT SELLING COMPANIES with a strong retail base of satisfied customers are experiencing impressive growth and deserve recognition and acknowledgment for

their efforts. With evolving consumer expectations and regulatory scrutiny, customer‑centric equals success for everyone—distributors, direct selling companies and the channel as a whole.

The DSN Customer-Centric Recognition Program acknowledges these companies.

GOLD

/ 5:1 up to 10:1

P L AT I N U M

/ 10:1 and above

MONAT GLOBAL

ACN

PERFECTLY POSH

IT WORKS!

LE-VEL

NU SKIN

PRÜVIT

SCENTSY

USBORNE BOOKS I n o rd e r t o p ro t e c t t h e i n t e g ri t y o f t h e C C R P ro g ra m f o r a l l p a r t i c i p a n t s , D S N re s e r v e s t h e ri g h t t o s u s p e n d o r d i s c o n t i n u e C C R P ro g ra m re c o g n i t i o n o f a n y c o m p a n y u n d e rg o i n g p u b l i s h e d l e g a l a c t i o n s o r re g u l a t o r y d i s p u t e s (i n c l u d i n g a n y s e t t l e m e n t s o f s u c h) . d i r e c t s e l l i n g n e w s . c o m 3 1

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The Game of Hashtag Effective Instagram hashtag strategies for 2022.

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BY DAVID LEE

VER FEEL LIKE you’re using hashtags in your Instagram posts just because you think you’re supposed to? Do you have a strategy for posting hashtags? Are they even necessary?

Let’s start with what hashtags are and what they do. “Hashtags are essentially Instagram’s sorting process,” noted Hubspot’s Ultimate Guide to Instagram Hashtags for 2022. “Hashtags help your post get discovered by viewers most interested in seeing it. Essentially, hashtags are a better way to categorize your posts. They help you reach a target audience, and more importantly, they help your target audience find you. These users are more likely to engage with your post because it is exactly what they were looking for.”

The Logistics of Hashtags

The maximum hashtags allowed in an Instagram post is 30, with 11 being the average. The sweet spot is to use hashtags that are popular but also focused.

If you use too many of the most popular hashtags, you can get lost. Go too narrow, and it will be tougher to stand out. Using the same hashtags over and over, even if your posts are similar, can work against you since Instagram sees it as spammy.

They can be used in posts, stories and reels.

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If you think posting hashtags in the description looks too crowded, you can post them in a comment. If you do like keeping them in the description, create some space between the caption and the hashtags with line breaks or punctuation marks such as a period. Examine post insights (available for business accounts) to see how many impressions come from hashtags, which is a great way to increase exposure to people who are not yet following you.

# HUBSPOT’ S

INSTAGRAM FOR BUSINESS TIPS

4KEEP YOUR HASHTAGS ORGANIZED

Use a spreadsheet to keep track of the hashtags you use most and which ones are used in your best-performing posts.

4FIGURE OUT YOUR MAGIC NUMBER

You can't determine how many hashtags work best for you until you test it. Give yourself some flexibility for trial and error.

4NARROW YOUR HASHTAGS

Focusing on smaller-volume hashtags lets you compete in a smaller pool, as opposed to getting lost among larger-volume hashtags.

4RSEARCH WHAT HASHTAGS OTHERS ARE DOING Look into what your followers, competitors and influencers in your industry are posting and which hashtags they use most often.

4TEST OUT RELATED HASHTAGS

Instagram’s search bar shows related hashtags when you search for other specific hashtags. This is a quick way to discover related hashtags.

Instagram’s Nine Hashtag Types

Instagram breaks down hashtags into nine distinct categories:.

1/ PRODUCT OR SERVICE HASHTAGS These are pretty self-explanatory, describing your products or service such as #proteinshake or #energydrink.

2/ NICHE HASHTAGS

These specific hashtags illustrate your industry or unique aspects of your business. For direct selling, this would include #homebusiness, #workfromhome or #directselling.

3/ INDUSTRY INSTAGRAM COMMUNITY HASHTAGS

Communities on Instagram bring people together such as #gardenersofinstagram or #bosslady.

4/ SPECIAL EVENT OR SEASONAL HASHTAGS

These hashtags can leverage holidays or a specific national day such as #nationalnailpolishday or #mothersdaygiveaway.

4FOLLOW YOUR OWN HASHTAG

5/ LOCATION HASHTAGS Add hashtags that indicate your location. You can also tie these into events, conventions and even products like #dallascraftbeer or #newyorkfitnesschallenge.

4CREATE A BRAND CAMPAIGN HASHTAG

6/ DAILY HASHTAGS

This one should be obvious, but it also can be overlooked. Are you following the hashtags that are relevant to your business or products?

This can be a tough strategy for most companies, but direct selling companies have a built-in marketing force that can help launch a specific campaign with unique hashtags. Make it funny, clever and memorable.

From #SundayFunDay to #FitnessFridays, you can leverage each day of the week.

7/ RELEVANT PHRASE HASHTAGS

These have elements of product, niche and community

hashtags. Think of these as insider communication, which can be great for distributors.

A HubSpot survey of more than 1,000 marketing professionals revealed that 85 percent of marketers have a documented hashtag strategy for Instagram, and 81 percent say using hashtags has been somewhat or very effective for their Instagram strategy. However, just 37 percent of respondents say popular hashtags are the most effective, indicating that more focused hashtags generate more results. DSN

8/ ACRONYM HASHTAGS

Some popular hashtags or phrases are turned into acronyms, such as #FBF for “Flashback Friday” or #FOMO for “Fear of Missing Out” or #GOAT for “Greatest of All Time.”

9/ EMOJI HASHTAGS Add emojis to the end. d i r e c t s e l l i n g n e w s . c o m 3 3

How to be the most knowledgeable executive in the room

DAILY NEWS STORIES

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AND MUCH MORE

DirectSellingNews.com is your daily go-to resource for breaking global news—conveniently curated for today’s executives.

DSN has the information and inspiration you need to consistently stay one step ahead!

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The news you need.

The name you trust.

Visit DirectSellingNews.com today!

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Group Chat Evolution WhatsApp announces Communities feature expanding group chat experience.

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BY DAVID LEE

HAT APPS such as WhatsApp, Telegram, Facebook Messenger and Signal have become a popular way for direct selling companies to communicate with distributors and customers, as well as a platform for field leaders to communicate to their teams, post announcements and run contests. They also are effective communication platforms for companies that do business in multiple countries.

WhatsApp recently announced a new feature for larger group discussions called Communities.

It will include file sharing, 32-person group calls, emoji reactions and admin moderation tools. The end-to-end encryption security is a key attraction for group chats.

“It’s been clear for a while that the way we communicate online is changing,” wrote Meta CEO Mark Zuckerberg in a post. “Most of us use social networks and feeds to discover interesting content and stay updated. But for a deeper level of interaction, messaging has become the center of our digital lives. It’s more intimate and private, and with encryption it’s more secure, too.”

Users may notice features similar to Facebook Groups, which has also been an effective way for direct selling companies to grow an audience and increase retention. Unlike Facebook, the

Communities feature in WhatsApp would allow users to create sub‑groups. A company could create a general group for announcements and create a sub‑group for events or specific trainings.

One of the goals and top attractions of Communities is a more intimate connection for people who likely are connected outside of social media. Users will also be able to see the phone numbers of others participating in the sub-groups or in one-on-one engagements.

Unlike Facebook Groups, Communities within WhatsApp are not searchable or public. You have to be invited or have a direct link. Only admins can share announcements to all Community members through the main announcement group.

Community members can chat in smaller groups that admins create or approve.

Other tools include admins being able to remove content and share files of up to 2 gigabytes. Users can report abuse, block accounts and leave Communities whenever they wish. Features are likely to roll out in stages.

“Close knit groups—schools, members of a religious congregation, even businesses— very much want and need to be able to have secure and private conversations without WhatsApp monitoring their every word,” said an announcement on the Meta website. “While other apps are building chats for hundreds of thousands of people, we’re choosing to focus on supporting the groups that are part of our daily lives.” DSN d i r e c t s e l l i n g n e w s . c o m 3 5

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Direct Selling University 2022 THE MULTI-DAY EDUCATIONAL EVENT OFFERED

BY SARAH PAULK

NEW INSIGHT AND STRATEGIES FOR CONNECTING WITH A RAPIDLY EVOLVING MARKET.

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ST UA RT J O H N S O N / CEO of Direct Selling News, D i r e c t S e l l i n g Pa r t n e r s & N OW Te c h n o l o g i e s

A

fter a multi-year hiatus, Direct Selling University

was back in-person at the Omni Hotel in Frisco, Texas, infused with more energy and excitement than ever before. The educational and networking opportunity, which has been held virtually during the pandemic, offered experience-based, high-impact insight into everything from improving communication and onboarding practices to the importance of sustainability and diversity.

“Being back in person for the first time in three years was incredibly energizing,” said Shelley Rojas, Publisher and Chief Brand Officer for Direct Selling News. “The human connectivity and interaction reuniting with our in-person attendees was inspiring and a lot of fun.”

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KINDRA HALL / A u t h o r, S p e a k e r & S t o r y t e l l i n g E x p e r t

EADLINING the event was Jason Dorsey, author, speaker,

researcher and President of The Center for Generational Kinetics, who shared an extensive data-backed look at the generational trends in consumer purchasing, recruitment, communication and engagement. His keynote address inspired an enthusiastic conversation among attendees about how companies can leverage their culture, technology, digital footprint, messaging tactics and customer service strategies to successfully reach even more people.

“It’s always important to have outside, expert perspectives to help everyone learn, grow, stretch and evolve individually and as a channel,” Rojas said. “Jason’s insights and research on generational trends are fascinating.”

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Technology was by far the most discussed category among the generational divides, with Dorsey highlighting how each age group interacts with online platforms in unique ways. By honoring every generational segment within the industry, from Gen Z to Baby Boomers, and acknowledging their separate needs and preferences, Dorsey illustrated how the channel has the opportunity to become not only more relevant, but more effective as well.

“Direct selling has and will always be a people business,” Rojas said. “The more companies focus on how to understand and embrace people from every generation for their strengths and communication styles combined with diversity, equity and inclusion efforts in their decision making and culture building, we believe significant shifts and evolution can happen.”

ROLF SORG / Fo u n d e r & C E O , PM‑International

Edify and Inform

This year’s lineup featured more than 30 speakers from top performing direct selling brands, rising stars within the industry, marketing experts and innovators, with thought leaders and top executives from companies around the world gathered to network, learn and share insights throughout the two-day event.

“At DSN, we strive to edify, inform and educate the channel and the executives that lead it,” said Stuart Johnson, Direct Selling News Founder and CEO. “Direct Selling University serves as a strong foundation for that goal by bringing together some of the channel’s most prominent executives, champions and thought leaders. We create an open, transparent environment that’s designed to foster the sharing of ideas and best practices for the betterment of direct selling as a whole.”

“

It’s important to have outside, expert perspectives to help everyone learn and evolve individually and as a channel.

— S H E L L E Y R O J A S / C h i e f B r a n d O f f i c e r, D S N

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SHELLEY ROJAS / P u b l i s h e r & C h i e f B r a n d O f f i c e r, Direct Selling News

from left: S T UA RT J O H N S O N / Fo u n d e r & C E O , D i r e c t S e l l i n g N e w s TA R L R O B I N S O N / Fo u n d e r & C E O , P l e x u s Wo r l d w i d e J O H N PA R K E R / We s t R e g i o n P r e s i d e n t & C S O , A m w a y M A R K P E N T E C O S T, Fo u n d e r & C h a i r m a n , I t Wo r k s !

K AT Y H O LT- L A R S E N / P r e s i d e n t & C E O , Ky ä n i

Carrying that mission beyond the event, Direct Selling News also shared its new opportunities for connection, through the DSN VIP Community, a fully customizable text messaging platform that sends news alerts based on user preferences, and the DSN Membership Program, which provides exclusive training and educational opportunities to keep corporate staff members one step ahead with the most important trends and breaking news.

“We’re in the midst of a strategic renaissance here at Direct Selling News and are eagerly looking for ways to share practical solutions to common challenges with the executives who are leading the future of this channel,” Rojas said.

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}Jason Dorsey, Author, Speaker and President of The Center for Generational Kinetics, brought decades’ worth of data to the stage, sharing the generational angles that no one is talking about and how paying attention to the differences in these segments can help companies future-proof their businesses. }Stuart Johnson, CEO, Direct Selling News, Direct Selling Partners & NOW Technologies, pointed out how the pandemic accelerated trends that were already in motion within the industry and how the channel can use sampling and referrals to capitalize on that customer-centric momentum. }Rolf Sorg, Founder & CEO, PM-International, illustrated how he used solution-oriented thinking to find opportunity within the challenges of the past year to exceed $2 billion in sales.

}Brian Underwood, Co-Founder & CEO, Prüvit, and Terry Lacore, Founder & CEO, Lacore Enterprises, in a Q&A panel with Wayne Moorehead, Host of The Direct Approach Podcast, explained how their innovative partnership with Sunbasket is driving consumer engagement while building cost-effective and simple onramps for complicated products that develop loyal customers. }John Parker, West Region President and Chief Sales Officer, Amway; Mark Pentecost, Founder & Chairman, It Works!; and Tarl Robinson , Founder & CEO, Plexus Worldwide, participated in a panel led by Stuart Johnson, and shared why investing in growth amid incredible momentum is critical; offered an inside look at Amway’s approach to sustaining an entrepreneurial culture while leading one of the most well-known brands in America; and how to embrace every phase of a company’s growth.

}Sarah Shadonix, Founder & CEO, Scout & Cellar, shared some of her young company’s biggest mistakes and how learning from previous fumbles can help leaders build better businesses. d i r e c t s e l l i n g n e w s . c o m 41

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D E B B I E B O LT O N / C o - Fo u n d e r, N o r w e x

}Ami Perry and Noah Westerlund of NOW Technologies leveraged their data analytics to illustrate how to improve adoption of digital platforms and increase recruitment and retention numbers. }Russ Fletcher, Chief Executive Officer, Xyngular, taught a Personal Development 101 course on stage, sharing how to involve distributors through quick, digital engagements while monitoring perceived value. }Shelley Rojas, Publisher and Chief Brand Officer, Direct Selling News, shared the many free resources available to direct selling executives to connect with breaking news, inspiring stories and education to find answers to everyday leadership challenges through DSN’s VIP community and vast masterclass archives with the DSN Membership Program. }Mike Lohner, President and Chief Financial Officer, Direct Selling Acquisition Corporation, provided an update on the first special purpose acquisition company entirely focused on the direct selling channel and traded on the New York Stock Exchange, including its overwhelmingly positive reception on the market that resulted in raising $230 million. }Kelly Bellerose, Senior Vice President, 4Life, used data from recent studies to explain how vital imagery is for brand communications and why cohesion through consistency, familiarity and repetition can form a brand language that draws in customers in a way that text alone never could.

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}Debbie Bolton, Co-Founder, Norwex, told the story of how she switched her mindset from a perspective of building a dynasty to creating a legacy, and how leading with the future in mind has helped her company stay relevant. }Daniel Picou, Founder and CEO, Vasayo, discussed lessons learned during international expansion into China, and how to build a sustainable business through steady growth built on customer loyalty and a flexible leadership team. }Kindra Hall, Author, Speaker and Storytelling Expert, explained why the stories we tell ourselves can limit our success, and offered an action plan for transforming the lives of potential superstar leaders by teaching them how to change their own storytelling.

Fr o m l e f t : J E S S E M c K I N N E Y, A M A N D A M O O R E a n d G E N I E R E E S E / C o - Fo u n d e r s , R e d A s p e n w i t h H e a t h e r C h a s t a i n

}Kevin Guest, Chairman & CEO, USANA, talked about how 30 years of successful business has illustrated the importance of focusing on active customer counts rather than revenue to maintain the overall growth and long-term sustainability of a company.

K EV I N G U E ST / Chairman & CEO, U S A NA

}Jesse

McKinney, Amanda Moore, Genie Reese, Co-Founders, Red Aspen,

interviewed by Heather Chastain, Founder & CEO, Bridgehead Collective and new Strategic Advisor at DSN, shared how they drive engagement through constantly refreshing their product offerings and why sharing all of their marketing assets and training materials publicly has decreased skepticism.

}Sinan Tuna, CEO North America, Farmasi, shared his perspective as a Gen Z leader and how his company has crafted a winning expansion strategy by being nimble, responsive and fast moving. }Wayne Moorehead, Marketing, Brand Strategy & Direct-to-Consumer Industry Expert and Host of The Direct Approach podcast, discussed the changing competitive landscapes direct sellers operate in and how companies can deliver a timely, relevant message across a growing array of customer touchpoints. d i r e c t s e l l i n g n e w s . c o m 4 3

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}Katy Holt-Larsen, President and CEO, Kyäni, talked about how to take the industry to the next level by fighting back against “business as usual” and casting a resilient vision. }Stuart MacMillan, President, MONAT, pointed out the uniqueness of the channel and how an unwavering commitment to acquiring and satisfying customers is the best engine for growth and an effective defense against an ever-changing regulatory environment. }Crayton Webb, Founder & CEO, Sunwest Communications, shared lessons from pop culture about crisis preparedness and how quick, clear communication can prevent damage to a brand’s reputation. }Kirsten Aguilar, Executive Vice President of Global Marketing and SeneCare, SeneGence, shared how they have leveraged a collaboration with distributors who have massive social media followings to promote products in a budget-friendly, viral way. }Paul Adams, Founder & CEO, Adams Resource Group, offered a blueprint for how to create, own and defend your company culture.

JOHN ADDISON / CEO, Addison Leadership Group

}Deborah K. Heisz, Co-CEO, Neora, explained the importance of leading rather than reacting in a crisis and shared the key components of their success amid a lengthy battle with the FTC. }Heather Chastain, Founder & CEO, Bridgehead Collective, encouraged leaders to manage field expectations through realistic stories and thoughtful transparency to help them reach their goals. }Kindsey Pentecost, Chief Marketing Officer, It Works!, shared how authenticity, caring for their corporate team as well as the field, being willing to fail, and aligning their culture with their brand accelerated their growth and gave them a competitive advantage. }Don Thompson, President, LegalShield, discussed the challenges of being an established subscription-based service company with aging field leadership and their innovative solutions that honor these legacies while infusing energy into new recruits.

DON THOMPSON / President, LegalShield

}John Addison, Chief Executive Officer, Addison Leadership Group, called people to take charge of their thoughts and attitudes to cultivate a better life and become a person that people want to follow. DSN

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THE DIRECT SELLING NEWS

GLOBAL 100—

The Story of a Channel’s Evolution

BY T H E D S N E D I TO R I A L S TA F F

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THE PURPOSE of the Direct Selling News Global 100 recognition has always been to tell a story of an often misunderstood and maligned channel. We do it each year to share inspiring stories of growth and evolution—stories the channel, its participants and the greater community need to hear.

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Sustainable success is the goal of every viable business.

Therefore, the DSN Global 100 reveals those companies who demonstrate both success and sustainability.

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HE DSN GLOBAL 100 has become a favorite reference for those who seek to better understand the relevancy of the direct selling channel of distribution, as well as the economic and social impact direct selling companies have on people from all walks of life throughout the world. It is an amazing story. And those of you reading it are truly the authors of one of the most inspiring stories of adaptability and growth in global commerce.

We rank direct selling companies in accordance with the numbers, but the stories behind the numbers mean so much more. The numbers enable us to share a perspective on the economic impact individual companies are making in terms of products and services sold and customers served. The numbers also enable us to determine both the growth status of a company and the magnitude of the company in terms of sales‑related revenue.

Companies recognized for their growth are admired because growth is what all businesses seek. In addition to growth, we measure magnitude. Those reviewing the numbers can make their own comparisons as to whether a company is growing, stable and sustainable as this is our 13th year for publishing the DSN Global 100.

But numbers only tell part of the story. We also recognize a company that is “doing good,” and we recognize the “leadership” of a company that is admired and respected for its longevity and

innovation. We also honor two companies who are making an “impact” across multiple categories.

Publicly held companies make their results available to the public, making it much easier for our staff to identify performance during the prior year. Many direct selling companies are privately held. Therefore, they have a choice as to whether they elect to reveal performance or keep the information private.

Here at DSN, we adopted a slogan, created by a previous editor, that privately held should not necessarily mean “do not tell.” The rationale is quite simple: the DSN Global 100 also serves to support a spirit of transparency, whereas all companies, executives, regulators, public policymakers and academics can gain a better understanding of the economic and social impact of direct selling as a channel of distribution.

While some privately held companies choose not to participate, we recognize them separately when we know that they accomplished in excess of $100 million in revenue during the past year.

We are also proud to report that Amway, the #1 direct selling company in the world, shares its numbers and participates in the DSN Global 100 ranking each and every year.

The DSN Global 100 is not a horse race of attempting to provide the best numbers, nor is there a finish line. Sustainable success is the goal of every viable business. Therefore, the DSN Global 100 reveals those companies who demonstrate both success and sustainability.

Most importantly, the DSN Global 100 activates pride! Pride in who direct selling companies are and how they are impacting the lives of direct sellers and the customers they facilitate serving. The world needs to know of these stories. That is why we recognize them and tell them each year. We are proud to be able to do so.

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The world needs to know of these stories.

That is why we recognize them and tell them each year.

We are proud to be able to do so.

Steady, sustainable and ready for the future.

As we all know, 2020 was a year of hockey stick growth for the channel. The pandemic ushered in a brief and intense period of hypergrowth for drect selling as millions of people around the globe looked to supplement their income and millions more shifted to shopping, working and connecting almost exclusively in a virtual environment.

But as this new reality set in, the channel saw that growth slow, stagnate and then, for many companies, decline in 2021. New people that joined the businesses didn’t stay. Established, successful distributors struggled to pivot and remain productive. Supply chain and shipping issues presented an entirely new set of challenges to overcome. And a tough global economic climate marked by COVID variants, war, shutdowns, inflation and overwhelming uncertainty created a set of circumstances that were very hard to overcome.

But overcome we did. Although many companies had sales that didn’t keep pace with 2020, some still found ways to thrive. And direct selling’s nimble willingness to pivot to an omnichannel approach and digital technology meant that the channel was up slightly in 2021. Slower growth is still growth— and it is growth that can and will sustain.

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Get an Accounting & ERP integration expert on your team

The fact that the channel grew, in spite of the turbulence, confusion and shifting goalposts that we faced in 2021, is a powerful testament to the viability and versatility of the channel.

The future is coming at us faster than we think—and it is a future packed with changes.

In 2022, the world looks very different than it did just two years ago. The way we shop, connect, interact and consume information have been transformed. The way we do business, the way we stay in touch—the changes are endless, sweeping and permanent.

But these changes have created a new, exciting moment in time—one filled with both opportunity and concern. New rules and new regulations are on the horizon and can help us create a new future that can be bigger, brighter, more successful, more enjoyable and—most importantly—more sustainable for the entire channel.

Each year our honorees tell many new stories. While the growth in 2021 did not keep pace with the anomaly that was 2020, the overall news is positive. And our outlook remains optimistic. The fact that the channel grew, in spite of the turbulence, confusion and shifting goalposts that we faced in 2021, is a powerful testament to the viability and versatility of the channel. We are better equipped to USAGE OFaTAGLINED deal with constant change because we are channel that LOGOS connects people: to products, to opportunity, to each other.

The tagline "AUDIT.TAX.ADVISORY" We are better positioned to continue to grow we only accompanies thebecause logo in circumstances where context requires are embracing a greater, globalclarification digital about transformation what Squire can doand for current and potential customers applying it to our selling systems. (the audience).

As a channel, direct selling is poised for a brighter future For example, Squire.com and its pages feature the oneand even more inspiring stories.subsequent At DSN,web we are excited to tagline version (HIGHER PERSPECTIVE ONLY) of the Squire continue to share them with you.logo DSN because the subpage content

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1

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The 2022 DSN Global 100 Ranked by net sales in 2021

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Top 10

2021 net sales in U.S. dollars

+ percent from 2020

1

AMWAY

USA

$8.9B

+4.7%

2

NATURA &CO

Brazil

$7.2B

+0.6%

3

HERBALIFE NUTRITION

USA

$5.8B

+5.5%

4

VORWERK & CO. KG

Germany

$4.6B

+2.7%

5

EXP REALTY

USA

$3.8B

+111.1%

6

COWAY

South Korea $3.2B

+14.3%

7

PRIMERICA

USA

$2.71B

+23.1%

8

NU SKIN ENTERPRISES

USA

$2.7B

+7.8%

9

PM-INTERNATIONAL

Luxembourg $2.38B

+39.3%

ATOMY

South Korea

$1.83B

+23.3%

10

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2021 NET SALES

RANK COMPANY

COUNTRY

RANK COMPANY

2021 NET SALES

COUNTRY

11

Tupperware

$1.6B

USA

35

Best World Lifestyle

$289M

Singapore

12

Medifast / OPTAVIA

$1.53B

USA

36

Princess House

$286M

USA

13

Oriflame

$1.26B

Switzerland

37

Pro-Partner

$279M

Taiwan

14

USANA

$1.19B

USA

38

VestigeMarketing

$269M

India

15

Telecom Plus

$1.13B

UK

39

Grupo Hinode

$260M

Brazil

16

Ambit

$1.04B

USA

40

Noevir

$240M

Japan

17

Scentsy

$1.02B

USA

41

Naturally Plus

$230M

Japan

18

Belcorp

$1B

Peru

42

LifeVantage

$220M

USA

19

Beachbody

$873M

USA

43

Immunotec

$217M

USA

20

Betterware de Mexico*

$803M

Mexico

44

APLGO

$211M

Cyprus

20

POLA

$691M

Japan

45

BearCereju

$206M

Japan

21

Prüvit

$598M

USA

46

ASEA

$188M

USA

22

Omnilife

$563M

Mexico

47

Giffarine

$184M

Thailand

23

RIMAN KOREA CO

$550M

Korea

48

Menard

$182M

Japan

24

LegalShield

$523M

USA

49

KK Assuran

$171M

Japan

25

Plexus Worldwide

$505M

USA

50

Mannatech

$160M

USA

26

MIKI

$502M

Japan

51

Xyngular

$153M

USA

28

Farmasi

$459M

Turkey

52

Zinzino

$143M

Sweden

29

Nature’s Sunshine

$444M

USA

53

MARUKO

$138M

Japan

30

New Image International

$434M

New Zealand

54

DIANA

$137M

Japan

31

Hy Cite Enterprises

$423M

USA

55

Usborne Books & More

$130M

USA

32

Faberlic

$418M

Russia

56

NARIS

$127M

Japan

33

LR Health &Beauty Systems GmbH

$325M

Germany

57

Charle

$118M

Japan

34

For Days

$301M

Japan

58

inCruises

$109M

USA

*NOTE: DSN relies on public filings for those companies in the public markets. Due to unique reporting requirements as a result of Betterware’s traditional direct selling model, their publicly reported revenue differs from net revenue reported for the G100 list. Taking that into account, Betterware’s ranking has changed since the initial list’s unveiling at the DSN Global Celebration. While we are not renumbering the list presented in April, we are now showing Betterware at #20.

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F O L LO W D S N F O R

Daily News / Executive Announcements / More

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The news you need.

The name you trust.

Visit DirectSellingNews.com today!

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N U M B E R S

By the Numbers

N

OW IN OUR 13TH YEAR of compiling research for the DSN Global 100 list, we are always fascinated by the many insights into the depth and breadth of the direct

selling channel. The companies on the list each year represent such a variety of development, from fast-growing newcomers to the pioneering giants.

The breadth of products and services represented includes nearly every category imaginable­—health and wellness, clothing, beauty and skin care, travel and leisure, food and beverage, energy, financial services, housewares and CBD/hemp products.

On these two pages, we have created graphic representations of a few highlights and insights that this year’s list has brought to light.

TOP 20 U.S. Amway

$8.9B

Herbalife

$5.8B

eXp Realty

$3.8B

Primerica

$2.71B

Nu Skin

$2.7B

Tupperware

$1.6B

Medifast / OPTAVIA

$1.53B

USANA

$1.19B

Ambit

$1.04B

Scentsy

$1.02B

Beachbody

$873M

Prüvit

$598M

LegalShield

$523M

Plexus Worldwide

$505M

Nature’s Sunshine

$444M

Hy Cite Enterprises

$423M

Princess House

$286M

LifeVantage

$220M

Immunotec

$217M

ASEA

$188M

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$ 18=

NUMBER OF COMPANIES OVER

$1 BILLION

16 = NUMBER OF

MID-MARKET COMPANIES

($300M TO $999M)

Beachbody

$873M

Betterware de Mexico

$803M

POLA

$691M

Prüvit

$598M

Omnilife

$563M

RIMAN KOREA CO

$550M

LegalShield

$523M

Plexus Worldwide

$505M

MIKI

$502M

Farmasi

$459M

16 Nature’s Sunshine

$444M

New Image International

$434M

Hy Cite Enterprises

$423M

Faberlic

$418M

LR Health & Beauty Systems

$325M

For Days

$301M

$100 MILLION GROWTH CLUB

(YEAR-OVER-YEAR REVENUE GROWTH)

eXp Realty

$2B

PM-International

$672M

Medifast/OPTAVIA

$591M

Primerica

$509M

Amway

$400M

Coway

$400M

Atomy

$345M

Herbalife

$300M

Prüvit

$235M

Nu Skin

$195M

Scentsy

$126M

Vorwerk

$120M

Belcorp

$120M

HIGHEST GROWTH PERCENTAGE (YEAR-OVER-YEAR)

eXp Realty Prüvit

+

111.11%

64.74%

Medifast / OPTAVIA

63.21%

Best World Lifestyle

47.96%

Princess House

46.67%

PM-International

39.30%

Hy Cite Enterprises

24.16%

Atomy

23.32%

Primerica

23.14%

Nature's Sunshine

15.32%

13 OF THE TOP 25

GREW BY $100 MILLION OR MORE

THE BILLION DOLLAR CLUB

$100M+ ANNUAL REVENUE (NON-REPORTING U.S.-BASED DIRECT SELLING COMPANIES)

%

TOP 10

1

Amway

USA

$8.9B

2

Natura &Co

Brazil

$7.2B

3

Herbalife

USA

$5.8B

| ACN

| Neora

| Arbonne

| New Age

| Asea

| Norwex

4

Vorwork

Germany

$4.6B

| The Avon Company

| Pampered Chef

5

eXp Realty

USA

$3.8B

| Pure Romance

6

Coway

South Korea

$3.2B

| QSciences

7

Primerica

USA

$2.71B

8

Nu Skin

USA

$2.7B

9

PM-International

Luxembourg

$2.38B

10

Atomy

South Korea

$1.83B

11

Tupperware

USA

$1.6B

12

Medifast / OPTAVIA

USA

$1.53B

13

Oriflame

Switzerland

$1.26B

| BeautyCounter | Cabi

| Colorstreet | DoTERRA

| Forever Living | Isagenix

| It Works!

| Jeunesse

| Juice Plus+ | Kyäni

| Paparazzi

| Rodan + Fields

| SEACRET Direct | Seint

| SeneGence | Shaklee

| Sunrider

| Thirty-One Gifts

| Le-Vel

| Total Life Changes

| Lifewave

| Truuvy

| LuLaRoe

| Valentus

14

USANA

USA

$1.19B

| Market America

| Vida Divina

| Mary Kay

| World Financial Group

15

Telecom Plus

UK

$1.13B

16

Ambit Energy

USA

$1.04B

17

Scentsy

USA

$1.02B

18

Belcorp

Peru

$1B

| Melaleuca | Modere | MONAT | Neolife

| Young Living | Younique

| ZYIA Active

d i r e c t s e l l i n g n e w s . c o m 57

LOOKING AHEAD T O U N FORGE T TA BL E E V EN T S

Per fect Day at CocoCay, Bahamas

Studio B

Conference Center

Main Theater

GE T ON B OA R D W I T H R E M A R K A B L E When it comes to your event, think bolder than the ballroom — way bolder. We believe your program should be more than a corporate gathering. It should be a game-changing, expectation defying, team-building event attendees will be talking about for years to come. You’ll experience innovative event venues you’ll be hard-pressed to match on land. Record-breaking onboard thrills.

Award-winning entertainment and dining. All while staying in whoa-worthy accommodations as you travel the world’s best shores. And stay connected the entire time with VOOM ® , the fastest internet at sea. Our Corporate Sales Managers have been expecting you — reach out today and let’s plan your greatest event yet.

Con t ac t us today and lear n more 800-258-5 1 1 1 (selec t 2 , t hen 1 ) • R oyalCar ibbeanIncen t i ves.com

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P R O F I L E S

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THE

COMPANIES AT A

GLANCE

T

HIS YEAR’S DSN GLOBAL 100 LIST acknowledges 58 companies achieving more than $100 million in annual revenue for 2021. / Thirteen of the top 25 grew by

$100 million or more from 2020 to 2021. / DSN thanks and congratulates all the companies that willingly participated in the Global 100 as well as the dedicated team of researchers who helped compile and chronicle the remarkable achievements of direct sellers around the globe.

>

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$8.9 billion

USA Amway is an entrepreneur-led health and wellness company based in Ada, Michigan. It is committed to helping people live better, healthier lives—across more than 100 markets worldwide. It is among the Top 50 privately held, family owned companies in the United States. Top-selling brands include Nutrilite, Artistry and XS energy drinks.

CO U NTRY:

2020 R ANK:

1

P R O F I L E S

NATURA &CO

$7.2 billion CO U NTRY: Brazil Natura &Co is global purpose-driven group made up of four iconic beauty companies: Avon, Natura, The Body Shop and Aesop. Operating in more than 100 countries, with over 2,900 stores, 35,000 employees and over 7.6 million representatives and consultants, Natura believes in challenging the status quo in order to promote positive economic, social and environmental impact.

2 021 N ET S A LE S :

2

$8.5 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Food & Beverage; Fragrance; Health & Wellness; Fitness; Home Care; Home Décor; Kitchenware & Appliances M ARKETS: 100+ PRIM ARY M ARKETS: China; USA: South Korea; Japan; Thailand; Taiwan; India; Russia; Malaysia; Hong Kong SALESPEOPLE: 1,000,000+ EMPLOYEES: Nearly 15,000 HEADQUARTERS: Ada, Michigan EXECUTIVE: Miland Pant, CEO YEAR FOUNDED: 1959 WEBSITE: www.amwayglobal.com

$7.16 billion Person to Person COMPENSATION PL AN: Single-Level PRODUCTS: Beauty; Clothing/Accessories; Home Care M ARKETS: 110 PRIM ARY M ARKET: Brazil SALESPEOPLE: 7.6 million EMPLOYEES: 35,000 HEADQUARTERS: São Paulo, Brazil EXECUTIVE: Roberto Marques, Executive Chairman of the Board and Group CEO YEAR FOUNDED: 1969 STOCK SYMBOL: NTCO3-Sáo Paulo WEBSITE: www.naturaeco.com

4

5

2020 NET SALES: SALES METHOD:

VORWERK & CO. KG

$4.6 billion Germany Vorwerk SE & Co. KG is a family-owned company based in Wuppertal (Germany).

Vorwerk's core business is the production and direct sales of high-quality household products (Thermomix kitchen machine, Kobold vacuum cleaner). As a direct sales company, Vorwerk always seeks direct contact to its customers.

2020 R ANK:

2020 NET SALES: SALES METHOD:

EXP REALTY

$3.8 billion USA eXp is one of the world’s fastest-growing real estate brokerages. All real estate professionals are connected through a unique cloudbased platform, eXp World. eXp is breaking boundaries through a highly competitive compensation packages and a global community of agents, leadership and partners.

3

HERBALIFE NUTRITION

$5.8 billion USA Herbalife Nutrition is a global company that has been changing people’s lives with great nutrition products and a proven business opportunity for its independent distributors since 1980. The company offers high-quality, science-backed products, sold in over 90 countries by entrepreneurial distributors who provide one-on-one coaching and a supportive community that inspires their customers to embrace a healthier, more active lifestyle.

2 021 N ET S A LE S : CO U NTRY:

2020 R ANK:

3

$5.5 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Food & Beverage; Personal Care; Wellness M ARKETS: 91 PRIM ARY M ARKET: USA SALESPEOPLE: 4 million EMPLOYEES: 7,400 HEADQUARTERS: Los Angeles, California EXECUTIVE: John Agwunobi, CEO YEAR FOUNDED: 1980 STOCK SYMBOL: HLF-NYSE WEBSITE: www.herbalife.com 2020 NET SALES: SALES METHOD:

6

COWAY

$3.2 billion South Korea A leader in the life-care service sector, Coway products range from cosmetics and home care products to home wellness appliances, including water purifiers, air purifiers, bidets and water softeners.

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2020 R ANK:

4

2020 R ANK:

$4.48 billion Party Plan COMPENSATION PL AN: Single-Level PRODUCTS: Home Care; Home Décor; Kitchenware & Appliances; Services M ARKETS: Over 60 PRIM ARY M ARKETS: USA; Mexico; Europe; China SALESPEOPLE: 577,000+ EMPLOYEES: Almost 11,700 HEADQUARTERS: Wuppertal, Germany EXECUTIVE: Dr. Thomas Stoffmehl, Speaker of the Executive Board YEAR FOUNDED: 1883 WEBSITE: http://www.vorwerk.com

9

$1.8 billion Person to Person COMPENSATION PL AN: Multi-Tiered PRODUCTS: Real Estate Services M ARKETS: 21 PRIM ARY M ARKET: USA SALESPEOPLE: 80,000+ EMPLOYEES: Not Available HEADQUARTERS: eXp World, an all-virtual campus EXECUTIVE: Glenn Sanford, CEO YEAR FOUNDED: 2009 STOCK SYMBOL: EXPI-NASDAQ WEBSITE: www.exprealty.com

2020 NET SALES:

2020 NET SALES:

SALES METHOD:

SALES METHOD:

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$2.8 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Home Appliances; Home Care; Cosmetics M ARKETS: 5 PRIM ARY M ARKET: Asia SALESPEOPLE: Not Available EMPLOYEES: 4000+ HEADQUARTERS: Seoul, South Korea EXECUTIVE: Hae-Sun Lee, CEO YEAR FOUNDED: 1989 STOCK SYMBOL: 021240-KRX WEBSITE: www.coway-usa.com 2020 NET SALES: SALES METHOD:

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PRIMERICA FINANCIAL SERVICES

$2.71 billion USA Primerica assists clients in meeting their needs for term life insurance, which it underwrites, as well as mutual funds, annuities and other financial products, which it distributes primarily on behalf of third parties.

2020 R ANK:

7

$2.2 billion SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Financial Services M ARKETS: 2 PRIM ARY M ARKET: USA SALESPEOPLE: 100,000+ EMPLOYEES: 2,000+ HEADQUARTERS: Duluth, GA EXECUTIVE: Glenn J. Williams, CEO YEAR FOUNDED: 1977 STOCK SYMBOL: PRI-NYSE WEBSITE: www.primerica.com 2020 NET SALES:

N U SKIN ENTERPRISES

$2.7 billion USA Nu Skin Enterprises, Inc. is a leading beauty and wellness company, powered by a dynamic affiliate opportunity platform. The company helps people live, look and feel their best with products that combine the best of science, technology and nature.

Nu Skin develops innovative products including Nu Skin personal care, Pharmanex nutrition and the ageLOC anti-aging brand which includes an award-winning line of beauty device systems.

2020 R ANK:

6

$2.5 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Health & Wellness; Fitness M ARKETS: Approximately 50 PRIM ARY M ARKET: USA; China SALESPEOPLE: 61,515 EMPLOYEES: Approximately 4,600 HEADQUARTERS: Provo, Utah EXECUTIVE: Ryan Napierski, CEO & President YEAR FOUNDED: 1984 STOCK SYMBOL: NUS-NYSE WEBSITE: www.nuskin.com 2020 NET SALES: SALES METHOD:

PM-INTERNATIONAL

$2.38 billion Luxembourg PM-International develops and distributes premium, cutting-edge products for health, fitness and beauty through its own brand, FitLine.

2020 R ANK:

10

$1.71 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Health & Wellness; Fitness M ARKETS: 45 PRIM ARY M ARKET: Germany SALESPEOPLE: 61,735 EMPLOYEES: 942 HEADQUARTERS: Schengen, Luxembourg EXECUTIVE: Rolf Sorg, CEO & Founder YEAR FOUNDED: 1993 WEBSITE: www.pm-international.com 2020 NET SALES: SALES METHOD:

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ATOMY

$1.83 billion South Korea Atomy is a Korean network marketing company that was founded in 2009. Its business motto is “Absolute Quality Absolute Price.” Atomy’s primary products are health supplements, skincare products, cosmetics and diverse consumer goods.

2020 R ANK:

12

$1.48 billion SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Food & Beverage; Health & Wellness; Fitness; Home Décor; Kitchenware & Appliances M ARKETS: 23 PRIM ARY M ARKET: South Korea SALESPEOPLE: 15 million EMPLOYEES: Approximately 500 HEADQUARTERS: Gongju, South Korea EXECUTIVE: Han-Gil Park, Chairman YEAR FOUNDED: 2009 WEBSITE: www.atomy.kr 2020 NET SALES:

TUPPERWARE BRANDS CORP.

$1.6 billion USA Tupperware is a global direct seller of innovative, premium products across multiple brands and categories through an independent salesforce. Products include design-centric preparation, storage and service solutions for the home.

2020 R ANK:

11

$1.7 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Personal Care; Storage & Serving M ARKETS: 100+ PRIM ARY M ARKET: Asia SALESPEOPLE: Approximately 2.6 million EMPLOYEES: 13,500 HEADQUARTERS: Orlando, Florida EXECUTIVE: Miguel Fernandez, CEO YEAR FOUNDED: 1946 STOCK SYMBOL: TUP-NYSE WEBSITE: www.tupperware.com

MEDIFAST INC./OPTAVIA

$1.53 billion USA OPTAVIA lifestyle brand is a community that is creating Optimal Health through a network of Independent Health Coaches. These coaches provide support and personal encouragement to help clients safely and effectively reach and sustain a healthy weight and to adopt healthy habits.

18

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2020 R ANK:

SALES METHOD:

2020 NET SALES:

$935 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Health & Wellness M ARKETS: 3 PRIM ARY M ARKET: USA SALESPEOPLE: 19,700 EMPLOYEES: 984 HEADQUARTERS: Baltimore, MD EXECUTIVE: Dan Chard, CEO YEAR FOUNDED: 1981 STOCK SYMBOL: MED-NYSE WEBSITE: www.optavia.com SALES METHOD:

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ORIFLAME COSMETICS

$1.26 billion Switzerland Founded in 1967, Oriflame Cosmetics is an international social selling beauty company present in over 60 markets, with a wide portfolio of Swedish, nature-inspired, innovative beauty and wellness products sold and marketed through approximately 2.5 million Oriflame Brand Partners.

2020 R ANK:

13

$1.38 billion Person to Person COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Beauty; Food & Beverage; Fragrance M ARKETS: 65 PRIM ARY M ARKET: Russia SALESPEOPLE: Not Available EMPLOYEES: Approximately 5,700 HEADQUARTERS: Schaffhausen, Switzerland EXECUTIVE: Magnus Brännström, CEO & President YEAR FOUNDED: 1967 WEBSITE: www.oriflame.com 2020 NET SALES:

U SANA HEALTH SCIENCES

$1.19 billion USA USANA Health Sciences, Inc. is one of the largest publicly held direct-selling nutrition, personal health and wellness companies in the world.

USANA has developed and manufactured highquality, science-based nutritional and personal care products with a primary focus on promoting long-term health and wellness. USANA has operations in 24 markets worldwide.

2020 R ANK:

14

TELECOM PLUS PLC

$1.13 billion United Kingdom Telecom Plus, which owns and operates the UW brand, is the UK’s only fully integrated provider of a wide range of competitively priced utility services spanning the Communications, Energy and Insurance markets. Telecom Plus does not advertise, relying instead on “word-ofmouth” recommendations by existing satisfied customers and Partners in order to grow its market share.

16

2020 NET SALES:

$1.35 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Food & Beverage; Health & Wellness; Fitness M ARKETS: 24 PRIM ARY M ARKET: Greater China SALESPEOPLE: 299,000 EMPLOYEES: 1,963 HEADQUARTRS: Salt Lake City, Utah EXECUTIVE: Kevin Guest, Chairman & CEO YEAR FOUNDED: 1992 STOCK SYMBOL: USNA-NYSE WEBSITE: www.usana.com

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AMBIT ENERGY

$1.04 billion USA Ambit Energy provides electricity and natural gas services in deregulated markets across the United States, primarily marketed through a direct sales channel of Independent Consultants. Based in Dallas, Texas, the company is focused on being the finest and most-respected retail energy provider in America, offering cost-effective choices for today’s energy consumer.

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15

$1.12 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Electricity and Natural Gas Services M ARKETS: 3 PRIM ARY M ARKET: USA SALESPEOPLE: 600,000+ EMPLOYEES: 4000+ HEADQUARTERS: Dallas, TX EXECUTIVE: Eric Johnstone, VP Marketing & Field Services YEAR FOUNDED: 2006 WEBSITE: www.ambitenergy.com SALES METHOD:

SELLING NEWS

$1.02 billion USA In 2004, Scentsy Co-Founders Heidi and Orville Thompson launched a big idea in a small, 40-foot shipping container on a Meridian, Idaho, sheep farm. Today, Scentsy is a Forbesrecognized, billion-dollar, direct-selling leader.

Scentsy delivers wickless candles, wax warmers, diffusers, oils, home, pets and body products through independent Consultants via home and virtual selling.

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$893 million Party Plan COMPENSATION PL AN: Multi-Level PRODUCTS: Fragrance; Home Décor; Kitchenware & Appliances M ARKETS: 15 PRIM ARY M ARKET: USA SALESPEOPLE: 282,520 EMPLOYEES: 1,806 HEADQUARTERS: Meridian, ID EXECUTIVE: Dan Orchard, President & Interim CEO YEAR FOUNDED: 2004 WEBSITE: www.scentsy.com 2020 NET SALES: SALES METHOD:

$1.09 billion Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Services M ARKETS: 1 PRIM ARY M ARKET: United Kingdom SALESPEOPLE: 44,000 EMPLOYEES: 2,058 HEADQUARTERS: London, United Kingdom EXECUTIVE: Andrew Lindsay, Co-CEO YEAR FOUNDED: 1999 STOCK SYMBOL: TEP-LON WEBSITE: uw.co.uk SALES METHOD:

BELCORP LTD.

$1 billion Peru Belcorp is a multinational company with more than 50 years of experience in the beauty industry operating under the direct sales model. Belcorp promotes beauty to achieve personal fulfillment through the brands L’Bel, Ésika and Cyzone, generating a positive impact on millions of people in the Americas.

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$880 million Person to Person COMPENSATION PL AN: Single-Level PRODUCTS: Cosmetics; Personal Care; Clothing & Accessories M ARKETS: 14 PRIM ARY M ARKETS: Columbia; Peru; Ecuador SALESPEOPLE: 800,000+ EMPLOYEES: 9,000+ HEADQUARTERS: Lima, Peru EXECUTIVE: Erika Herrero, CEO YEAR FOUNDED: 1968 WEBSITE: www.belcorp.biz 2020 NET SALES: SALES METHOD:

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BEACHBODY

$873 million USA Beachbody offers a comprehensive approach to at-home health by combining world-class fitness, nutrition and support—a proven formula that has helped millions of people completely transform their lives—physically, mentally and financially. Headquartered in Santa Monica, CA, Beachbody is considered a worldwide leader in health and fitness.

$803 million Mexico Betterware de Mexico is the leading direct-toconsumer company in Mexico focused on creating innovative products that solve specific needs regarding organization, practicality, space saving and hygiene within the household. Betterware's wide product portfolio includes home organization, kitchen, commuting, laundry and cleaning, as well as other categories for every corner of the household.

$880 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Health & Wellness M ARKETS: 4 PRIM ARY M ARKET: USA SALESPEOPLE: 400,000+ EMPLOYEES: 900 HEADQUARTERS: Santa Monica, California EXECUTIVE: Carl Daikeler, CEO YEAR FOUNDED: 1998 STOCK SYMBOL: BODY-NASDAQ WEBSITE: www.beachbody.com

Not Ranked Not Available SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Home Care; Home Décor; Kitchenware & Appliances M ARKETS: 2 PRIM ARY M ARKET: Mexico SALESPEOPLE: 1,063,720 EMPLOYEES: 1,295 HEADQUARTERS: Jalisco, Mexico EXECUTIVE: Luis Campos, Chairman of the Board YEAR FOUNDED: 1995 WEBSITE: www.betterware.com.mx/

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PRÜVIT

$598 million USA Prüvit set out to tackle the supplement world by creating the world’s preeminent consumerbased ketone supplement drink, KETO//IS. By focusing on evidence-based products that help optimize human potential, Prüvit has become the world leader in ketone technology with a community focus on the power of social commerce.

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$363 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Food & Beverage; Wellness M ARKETS: 9 PRIM ARY M ARKET: USA SALESPEOPLE: 45,000 EMPLOYEES: 50 HEADQUARTERS: Melissa, TX EXECUTIVE: Brian Underwood, Founder & CEO YEAR FOUNDED: 2016 WEBSITE: www.pruvitnow.com 2020 NET SALES: SALES METHOD:

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OMNILIFE

$563 million Mexico A leader in the market of nutritional supplements and cosmetics through Independent Distributors who bring Omnilife products to the final consumer, Omnilife provides an opportunity to improve their quality of life. The company has two manufacturing plants; one located in Mexico and the other in Colombia. Omnilife’s motto is People taking care of People.

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$573 million SALES METHOD: Person to Person COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Beauty, Food & Beverage, Fragrance, Health & Wellness, Fitness M ARKETS: 19 PRIM ARY M ARKET: Mexico SALESPEOPLE: 1,873,123 EMPLOYEES: 2,864 HEADQUARTERS: Zapopan, Mexico EXECUTIVE: Amaury Vergara Zatarain, CEO YEAR FOUNDED: 1992 WEBSITE: www.omnilife.com 2020 NET SALES:

POLA INC.

$691 million Japan Founded by Shinobu Suzuki, Pola has earned a global reputation for its high-quality skin care, hair care and cosmetics products as well as its commitment to supporting women in their pursuit of more satisfying lifestyles.

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$969 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Skincare; Personal Care; Nutrition M ARKETS: 13 PRIM ARY M ARKET: Not available SALESPEOPLE: 150,000 EMPLOYEES: 1300+ HEADQUARTERS: Tokyo, Japan EXECUTIVE: Miki Oikawa, President YEAR FOUNDED: 1929 STOCK SYMBOL: 4927-JP WEBSITE: www.pola.co.jp 2020 NET SALES: SALES METHOD:

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RIMAN KOREA CO.

$550 million South Korea Riman Korea CO. specializes in beauty & health, leading the growth of personal sales market through its superb product quality, innovative sales/distribution methods and effective sales support. Since its founding in March 2018, the company has continued to experience high growth, jumping to the third spot in revenue as of 2020 among companies sponsoring door-to-door sales in South Korea.

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Not ranked Not Available SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Health & Wellness; Fitness M ARKETS: 2 PRIM ARY M ARKET: South Korea SALESPEOPLE: 322,837 EMPLOYEES: 96 HEADQUARTERS: Daegu, South Korea EXECUTIVE: Kyungjung Kim, CEO YEAR FOUNDED: 2018 WEBSITE: www.rimankorea.com 2020 R ANK:

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PPLSI (LEGALSHIELD)

$523 million USA PPLSI (LegalShield) believes that every human deserves a secure life and just treatment under the law. That’s why the company is building a future where every person can live without worrying about how they’ll afford legal services or respond to identity theft. LegalShield and IDShield empower people to defend themselves against injustice and secure their future.

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PLEXUS WORLDWIDE

$505 million USA Plexus Worldwide has been helping people transform their lives with science-based health and wellness products and a homebased entrepreneurial opportunity. Plexus credits its success to a strong company culture that encourages honesty, reliability and responsibility—and these beliefs run through everything they do.

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M IKI CORP.

$502 million Japan Operating in Japan, Taiwan and Malaysia, Miki Corp. offers nutritional products, skin care and a range of household detergents.

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$515 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Personal Care; Health; Skin Care; Cleaning M ARKETS: 3 PRIM ARY M ARKET: Japan SALESPEOPLE: Not Available EMPLOYEES: 200+ HEADQUARTERS: Osaka, Japan EXECUTIVE: Atsushi Kadota, President and Representative Director YEAR FOUNDED: 1966 STOCK SYMBOL: 7455-JP WEBSITE: www.mikiprune.co.jp 2020 NET SALES: SALES METHOD:

Not Ranked 2020 NET SALES: Not Available SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Services M ARKETS: 2 PRIM ARY M ARKET: USA SALESPEOPLE: 243,000 EMPLOYEES: 750 HEADQUARTERS: Ada, OK EXECUTIVE: Don Thompson, President, Network Division YEAR FOUNDED: 1972 WEBSITE: WeAreLegalShield.com

$509 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Food & Beverage; Health & Wellness; Fitness M ARKETS: 4 PRIM ARY M ARKET: USA SALESPEOPLE: 593,000 EMPLOYEES: 350 HEADQUARTERS: Scottsdale, Arizona EXECUTIVE: Tarl Robinson, Founder & CEO YEAR FOUNDED: 2008 WEBSITE: www.plexusworldwide.com

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FARMASI

$459 million CO U NTRY: Turkey Half a century ago, FARMASİ’s story was initially started by its founder: Dr. Cevdet Tuna. FARMASİ contains a wide variety of products from color cosmetics and perfumes to personal care and wet wipes. It also has many sub-brands such as Dr C Tuna for curative lines, Mr Wipes for detergents and households and Nutriplus for wellness.

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N ATURE’S SUNSHINE

$444 million USA Nature’s Sunshine Products is a natural health and wellness company that offers and distributes nutritional and personal care products. Nature’s Sunshine manufactures most of its products through its own state-ofthe-art facilities to ensure the highest quality, safety and efficacy in its products.

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$447 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Health & Wellness; Fitness M ARKETS: 30 PRIM ARY M ARKET: Turkey SALESPEOPLE: 1,500,000 EMPLOYEES: 2,000 HEADQUARTERS: Istanbul, Turkey EXECUTIVE: Sinan Tuna, CEO YEAR FOUNDED: 1950 WEBSITE: www.farmasi.com 2020 NET SALES:

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$385 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Wellness M ARKETS: 45 PRIM ARY M ARKET: USA SALESPEOPLE: 277,000 EMPLOYEES: 900+ HEADQUARTERS: Lehi, Utah EXECUTIVE: Terrence Moorehead, CEO YEAR FOUNDED: 1972 STOCK SYMBOL: NATR-NASDAQ WEBSITE: www.naturessunshine.com 2020 NET SALES:

NEW IMAGE GROUP

$433 million New Zealand Graeme Clegg, Founder and Chairman of New Image International, started out as a sheep farmer in Masterton. It was on his farm that Graeme developed his groundbreaking ideas about health supplements. New Image International has received awards for innovation and product quality.

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$403 million Party Plan COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Food & Beverage; Wellness M ARKETS: 20 PRIM ARY M ARKET: Vietnam; Malaysia; Philippines SALESPEOPLE: 302,425 EMPLOYEES: 200 HEADQUARTERS: Auckland, New Zealand EXECUTIVE: Graeme Clegg, Founder and Chairman YEAR FOUNDED: 1984 STOCK SYMBOL: NEW-NZX WEBSITE: www.newimageasia.com 2020 NET SALES: SALES METHOD:

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H Y CITE ENTERPRISES

$423 million USA Hy Cite Enterprises helps people better nurture their families by creating exceptional kitchenware and making it attainable to all through its internal financing services. Hy Cite’s main cookware line, Royal Prestige, is sold in nine core markets by independent Distributors who chose to make this a full-time opportunity.

FABERLIC

$418 million Russia Faberlic launched with oxygen face care cosmetics as the first product. Now the company offers a wide range of products from cosmetics and fragrances to home care, apparel and wellness.

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$341 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Home Décor; Kitchenware; Appliances M ARKETS: 9 PRIM ARY M ARKET: USA SALESPEOPLE: 19,450 EMPLOYEES: 1,250 HEADQUARTERS: Middleton, Wisconsin EXECUTIVE: Erik S. Johnson, CEO & Chairman of the Board YEAR FOUNDED: 1959 WEBSITE: www.hycite.com

$409 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Clothing & Accessories; Food & Beverage; Fragrance; Health & Wellness; Fitness; Home Care; Home Décor; Kitchenware & Appliances M ARKETS: 45 PRIM ARY M ARKET: Russia SALESPEOPLE: 2,509,300 EMPLOYEES: 3,003 HEADQUARTERS: Moscow, Russia EXECUTIVE: Konstantin Barmashov, General Director YEAR FOUNDED: 1997 WEBSITE: www.faberlic.com

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FOR DAYS

$301 million Japan For Days considers health at the genetic level, focused on “nucleic acids.” Offerings include a wide range of dietary supplements and cosmetic products to more than 300,000 loyal members. The company places a strong emphasis on new product development and is currently in the process of expanding globally.

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B EST WORLD LIFESTYLE

$289 million Singapore BWL is a Singapore-based company specializing in the direct selling distribution of premium skin care, personal care, beauty, health and wellness brands with a vision to “Inspire the world to live their life to the best!”

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LR HEALTH & BEAUTY SYSTEMS

$325 million Germany LR Group produces and markets more than 600 health and beauty products in 28 countries.

This includes body care and cosmetic products, perfumes and dietary supplements. LR is one of Europe’s leading direct sales enterprises. LR's strong market position is based above all on a highquality product range and an attractive bonus and training plan which is unsurpassed in the industry.

Not ranked Not available SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Wellness M ARKETS: 29 PRIM ARY M ARKET: Germany SALESPEOPLE: 330,000 EMPLOYEES: 1,268 HEADQUARTERS: Ahlen, Germany EXECUTIVE: Andreas Friesch, CEO & Management Spokesperson YEAR FOUNDED: 1985 WEBSITE: www.lrworld.com 2020 R ANK:

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PRINCESS HOUSE

$286 million USA For over 55 years, Princess House has been committed to developing products that make life healthier and more beautiful—quality home products like cookware and glass storage containers, cutlery, beautiful table settings as well as exceptional nutritional products.

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$302 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care M ARKETS: 1 PRIM ARY M ARKET: Japan SALESPEOPLE: 327,000 EMPLOYEES: 252 HEADQUARTERS: Tokyo, Japan EXECUTIVE: Yoshiko Wada, President & CEO YEAR FOUNDED: 1997 WEBSITE: www.fordays.jp 2020 NET SALES:

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$195 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Wellness M ARKETS: 20 PRIM ARY M ARKET: China SALESPEOPLE: 39,000 EMPLOYEES: 400+ HEADQUARTERS: Singapore EXECUTIVE: Dr. Dora Hoan, Co-Founder YEAR FOUNDED: 1990 WEBSITE: www.bwlgroup.com 2020 NET SALES: SALES METHOD:

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$195 million Party Plan COMPENSATION PL AN: Multi-Level PRODUCTS: Home Décor; Kitchenware; Appliances M ARKETS: 2 PRIM ARY M ARKET: USA SALESPEOPLE: 31,000 EMPLOYEES: 175 HEADQUARTERS: Mansfield, Massachusetts EXECUTIVE: Lynne Coté, Chairman, President & CEO YEAR FOUNDED: 1963 WEBSITE: www.princesshouse.com 2020 NET SALES: SALES METHOD:

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PRO-PARTNER

$279 million Taiwan One of the largest direct selling companies in Taiwan, Pro-Partner has received numerous national certifications and awards for its health products.

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$229 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Wellness M ARKETS: 1 PRIM ARY M ARKET: Asia SALESPEOPLE: Not Available EMPLOYEES: Not Available HEADQUARTERS: Taipei, Taiwan EXECUTIVE: Nazar Musa, CEO YEAR FOUNDED: 1993 WEBSITE: www.pro-partner.com.tw 2020 NET SALES: SALES METHOD:

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NOEVIR

$240 million Japan Committed to innovation and natural ingredients, Noevir researches, develops and manufactures effective skin care products that help women around the world enhance their natural beauty.

VESTIGE MARKETING

$269 million India Vestige Marketing Pvt. Ltd., is now becoming a leading direct selling company dealing in world-class wellness products. Vestige is constantly expanding its product range to introduce innovative wellness products every year, manufactured at state-of-the-art manufacturing facilities, which are GMP and Halal certified.

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$312 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Food & Beverage; Wellness; Home Care; Air Purifiers M ARKETS: 7 PRIM ARY M ARKET: India SALESPEOPLE: 2 million EMPLOYEES: 650+ HEADQUARTERS: New Delhi, India EXECUTIVE: Gautam Bali, Managing Director YEAR FOUNDED: 2004 WEBSITE: www.myvestige.com 2020 NET SALES: SALES METHOD:

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NATURALLY PLUS

$230 million Japan NPUSA promotes worldwide wellness through superior nutrition and healthy lifestyle choices.

For more than a decade NPUSA has developed and marketed science-based nutritional supplements and helped thousands of families now enjoy healthier lives and improved lifestyles with NPUSA.

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GRUPO HINODE

$260 million Brazil Hinode Group believes in beauty from the inside out and from the outside in, which manifests itself in everything and goes far beyond aesthetics. Hinode Group offers products that value health, wellbeing and lifestyle.

Not Ranked Not Available SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Food; Beverage; Fragrance; Health; Wellness; Fitness M ARKETS: 8 PRIM ARY M ARKET: Brazil SALESPEOPLE: 125,000 EMPLOYEES: 600 HEADQUARTERS: São Paulo, Brazil EXECUTIVE: Marília Rocca, CEO YEAR FOUNDED: 1988 WEBSITE: www.grupohinode.com 2020 R ANK:

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LIFEVANTAGE CORPORATION

$220 million USA For wellness enthusiasts wanting to live life on their terms, LifeVantage designs nutrigenomically-active products that empower a healthy, vibrant life at any age. LifeVantage products are proven, demonstrable and delightful, making them an essential part of every day.

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$253 million Plan: Multi-Level PRODUCTS: Skin Care; Body Care; Nutritional Supplements; Cosmetics M ARKETS: 8 PRIM ARY M ARKET: Japan SALESPEOPLE: 180,000 EMPLOYEES: 1,017 HEADQUARTERS: Tokyo, Japan EXECUTIVE: Takashi Okura, Chief Executive Office & President YEAR FOUNDED: 1964 STOCK SYMBOL: 4928-TYO WEBSITE: www.noevirholdings.co.jp 2020 NET SALES: SALES METHOD:

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$234 million SALES METHOD: Party Plan COMPENSATION STRUCTURE: Multi-Level PRODUCTS: Beauty, Food & Beverage, Health & Wellness, Fitness M ARKETS: 124 PRIM ARY M ARKET: Vietnam, Malaysia, Philippines SALESPEOPLE: 243,045 EMPLOYEES: 329 HEADQUARTERS: Tokyo, Japan EXECUTIVE: Takaaki Nagoshi, Group President YEAR FOUNDED: 1999 WEBSITE: www.npusainc.com 2020 NET SALES:

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$230 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty, Health & Wellness, Fitness M ARKETS: 21 PRIM ARY M ARKET: USA SALESPEOPLE: 63,000 EMPLOYEES: 263 HEADQUARTERS: Lehi, Utah EXECUTIVE: Steven R. Fife, President & CEO YEAR FOUNDED: 2003 STOCK SYMBOL: LFVN-NASDAQ WEBSITE: www.lifevantage.com 2020 NET SALES: SALES METHOD:

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IMMUNOTEC

$217 million USA Founded in 1996, Immunotec is a nutritional product company with product lines focused on strengthening the immune system. Under new leadership since 2017 with a presence in 12 markets, Immunotec is poised to become a global leader in the health and wellness space.

The company’s flagship product, Immunocal, touts over 40 years of scientific research, with numerous patents in the U.S. and Canada and over two million lives touched. Immunotec has experienced double-digit growth since 2017.

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$220 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Health & Wellness; Fitness M ARKETS: 12 PRIM ARY M ARKET: USA; Mexico SALESPEOPLE: 301,534 EMPLOYEES: 247 HEADQUARTERS: The Woodlands, Texas EXECUTIVE: Mauricio Domenzain, CEO YEAR FOUNDED: 1996 WEBSITE: www.immunotec.com 2020 NET SALES: SALES METHOD:

APLGO

$211 million Cyprus APLGO is an international network marketing company whose values are “Associate, Business and Family Support”. The main goal of APLGO’s management team is creating and developing a company where each eager and persevering individual can achieve financial freedom, the ability to travel with a great company, and receive personal development to become a better version of oneself.

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$125 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Food & Beverage; Health & Wellness; Fitness M ARKETS: 75 PRIM ARY M ARKET: Russia SALESPEOPLE: 300,000 EMPLOYEES: 200 HEADQUARTERS: Nicosia, Cyprus EXECUTIVE: Kauri Thompson, General Manager YEAR FOUNDED: 2011 WEBSITE: https://aplgo.com 2020 NET SALES: SALES METHOD:

BEARCERÉJU

$206 million Japan Also known as Berusere-ju, this company uses herbal aromatherapy along with cellular technology to rejuvenate and beautify without artificial or engineered additives.

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$196 million Person to Person COMPENSATION PL AN: Not Available PRODUCTS: Cosmetics; Personal Care; Health & Wellness M ARKETS: 3 PRIM ARY M ARKET: Not Available SALESPEOPLE: 250,000 EMPLOYEES: Not Available HEADQUARTERS: Tokyo, Japan EXECUTIVE: Masahiro Sasahara, President & Representative Director YEAR FOUNDED: 1992 WEBSITE: www.bearcereju.co.jp 2020 NET SALES: SALES METHOD:

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ASEA

$188 million USA ASEA is a global leader in redox-based technologies that support cellular health.

ASEA believes that inside each of us is the potential to feel and be our very best.

By leveraging the burgeoning science and principles of redox, ASEA offers first-tomarket products and propriety blends that enhance the signaling, performance and nutrition of your cells.

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$178 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Health & Wellness; Fitness M ARKETS: 1 PRIM ARY M ARKET: USA SALESPEOPLE: 82,187 EMPLOYEES: 300 HEADQUARTERS: Pleasant Grove, Utah EXECUTIVE: Charles Funke, CEO YEAR FOUNDED: 2010 WEBSITE: www.aseaglobal.com 2020 NET SALES: SALES METHOD:

G IFFARINE

$184 million Thailand Giffarine manufactures and distributes highquality products including cosmetics, food supplements, personal items and food products.

Starting with 84 products, Giffarine now has over 2,000 premium quality, reasonably priced items to accommodate every target group with plans to expand markets worldwide.

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$208 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Beauty; Food & Beverage; Fragrance; Health & Wellness; Fitness; Home Care M ARKETS: 38 PRIM ARY M ARKET: Thailand SALESPEOPLE: 850,000 EMPLOYEES: 1,800 HEADQUARTERS: Bangkok, Thailand EXECUTIVE: Dr.Nalinee Paiboon, M.D, President YEAR FOUNDED: 1996 WEBSITE: www.giffarine.com 2020 NET SALES: SALES METHOD:

MENARD COSMETIC

$182 million Japan MENARD was founded in 1959 and is now the market leader in Asia. The company focuses on life science research to discover new skin care opportunities at the genetic level. More than 100 scientists around the world are constantly looking for new, innovative substances that are derived from natural active ingredients.

So far, more than 1000 products have been researched and developed at MENARD research laboratory in Japan.

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$302 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Skin Care; Fragrances; Cosmetics M ARKETS: 28 PRIM ARY M ARKET: Japan SALESPEOPLE: Not Available EMPLOYEES: Not Available HEADQUARTERS: Nagaya, Japan EXECUTIVE: Junichi Nonogawa, President YEAR FOUNDED: 1959 WEBSITE: www.menard-cosmetic.com 2020 NET SALES: SALES METHOD:

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KK ASSURAN

M ANNATECH

$171 million Japan Selling exclusively in Japan, KK Assuran’s products address skin care issues for the Japanese population. The company relies on traditional person-to-person contact for sales of cosmetics, soaps and detergents.

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$187 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Skin Care; Cosmetics; Soaps & Detergents M ARKETS: 1 PRIM ARY M ARKET: Japan SALESPEOPLE: 500,000 EMPLOYEES: 410 HEADQUARTERS: Fukuoka, Japan EXECUTIVE: Takaaki Higashi, President & CEO YEAR FOUNDED: 1994 WEBSITE: http://top.assuran.co.jp 2020 NET SALES: SALES METHOD:

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ZINZINO

$143 million Sweden Zinzino’s test-based, high quality products create positive disruption in the health and wellness industry. By being a customer friendly company, Zinzino inspires changes in life, health and wealth for its customers, family and friends.

$160 million USA Mannatech is a global wellness solution provider, which was incorporated and began operations in November 1993. Mannatech develops and sells innovative, high quality, proprietary nutritional supplements, topical skin care and anti-aging products and weightmanagement products that target optimal health and wellness.

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XYNGULAR

$153 million USA Xyngular is a community for confidence. Their community is fueled by the courage, conviction and resolve of thousands of members. Xyngular provides exceptional products and multifaceted opportunities for growth to create lasting change in our members’lives. From humble beginnings to our current international expansion, our potential for growth is unlimited.

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$153 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Health & Wellness; Fitness M ARKETS: 25 PRIM ARY M ARKET: USA SALESPEOPLE: 102,154 EMPLOYEES: 118 HEADQUARTERS: Flower Mound, TX EXECUTIVE: Alfredo Bala, CEO & President YEAR FOUNDED: 1993 STOCK SYMBOL: MTEX-NASDAQ WEBSITE: www.mannatech.com

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MARUKO CO LTD.

$138 million Japan Maruko is a Japanese company that engages in the manufacture and sales of body makeup, lingerie, skin care and cosmetics.

$171 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Health & Wellness; Fitness M ARKETS: 5 PRIM ARY M ARKET: USA SALESPEOPLE: 22,904 EMPLOYEES: 176 HEADQUARTERS: Lehi, Utah EXECUTIVE: Russ Fletcher, CEO YEAR FOUNDED: 2009 WEBSITE: www.xyngular.com SALES METHOD:

DIANA

$137 million Japan Diana Co. focuses on helping women be beautiful through nutritional supplements, lingerie and cosmetics. It also supports women’s finances and personal development through business opportunities and training.

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$135 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; CBD; Food & Beverage; Wellness M ARKETS: 35 PRIM ARY M ARKET: Sweden SALESPEOPLE: 8,000 EMPLOYEES: 187 HEADQUARTERS: Västra Götaland, Sweden EXECUTIVE: Dag Berghein Petersen, CEO YEAR FOUNDED: 2007 STOCK SYMBOL: ZZ-B.ST WEBSITE: www.zinzino.com 2020 NET SALES:

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$148 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Clothing M ARKETS: 1 PRIM ARY M ARKET: Japan SALESPEOPLE: Not Available EMPLOYEES: 1,720 HEADQUARTERS: Osaka, Japan EXECUTIVE: Shinji Iwamoto, President & CEO YEAR FOUNDED: 2018 WEBSITE: www.maruko.com 2020 NET SALES: SALES METHOD:

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$134 million Person to Person COMPENSATION STRUCTURE: Single-Level PRODUCTS: Beauty; Lingerie; Wellness M ARKETS: 1 PRIM ARY M ARKET: Japan SALESPEOPLE: 170,000 EMPLOYEES: 250 HEADQUARTERS: Tokyo, Japan EXECUTIVE: Mitsutaka Tokuda, President & Chairman YEAR FOUNDED: 1986 WEBSITE: www.diana.co.jp 2020 NET SALES: SALES METHOD:

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USBORNE BOOKS & MORE

$130 million USA Usborne Books & More is an award-winning publisher of children’s books. Usborne Books & More’s current catalog contains just under 2,000 titles, with new additions semi-annually.

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$192 million Party Plan COMPENSATION PL AN: Multi-Level PRODUCTS: Educational Children's Books M ARKETS: 1 PRIM ARY M ARKET: USA SALESPEOPLE: 36,000 EMPLOYEES: 200 HEADQUARTERS: Tulsa, Oklahoma EXECUTIVE: Heather Cobb, Chief Sales & Marketing Officer YEAR FOUNDED: 1965 STOCK SYMBOL: EDUC-NYSE WEBSITE: www.myubam.com 2020 NET SALES: SALES METHOD:

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CHARLE

$127 million Japan Naris is a cosmetics manufacturer with door-to-door sales operations delivering highquality skin care products to customers. Naris beauty advisers are equipped with Naris’ original and sophisticated aesthetic technical skills and a line of cosmetics developed to maintain healthy skin.

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$111 million SALES METHOD: Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Skin Care; Cosmetics M ARKETS: 3 PRIM ARY M ARKET: Not Available SALESPEOPLE: Not Available EMPLOYEES: 746 HEADQUARTERS: Osaka, Japan EXECUTIVE: Hiroyoshi Maraoka, President & Representative Director YEAR FOUNDED: 1945 WEBSITE: www.naris.co.jp 2020 NET SALES:

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$118 million Japan Charle Corp. is a Japan-based company principally engaged in the wholesale of women’s undergarments and lingerie. Charle also creates and sells cosmetics, toiletries and wellness products and utilizes the home party setting.

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$146 million Party Plan COMPENSATION PL AN: Multi-Level PRODUCTS: Cosmetics; Personal Care; Clothing & Accessories; Food & Beverage; Wellness M ARKETS: 8 PRIM ARY M ARKET: Japan SALESPEOPLE: Not Available EMPLOYEES: 266 HEADQUARTERS: Kobe, Japan EXECUTIVE: Katsuya Hayashi, Chief Executive Office & President YEAR FOUNDED: 1975 STOCK SYMBOL: 9885-JP WEBSITE: www.charle.co.jp 2020 NET SALES: SALES METHOD:

INCRUISES

$109 million USA Invitation-only cruise membership club.

Members are recruited to join by Partners.

Members receive 2 cruise credits per $1 of membership payment made, and Partners earn commission on each Membership payment made.

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$107 million Person to Person COMPENSATION PL AN: Multi-Level PRODUCTS: Travel M ARKETS: 160 PRIM ARY M ARKET: USA SALESPEOPLE: 22,000 EMPLOYEES: 65 HEADQUARTERS: Guaynabo, Puerto Rico EXECUTIVE: Michael Hutchison, CEO YEAR FOUNDED: 2016 WEBSITE: www.incruises.com 2020 NET SALES: SALES METHOD:

DIREC T SELLING NE WS WOULD LIKE TO CONGR ATUL ATE THE COMPANIES OF THE 2021 GLOBAL 100!

*NOTE: DSN relies on public filings for those companies in the public markets. Due to unique reporting requirements as a result of Betterware’s traditional direct selling model, their publicly reported revenue differs from net revenue reported for the G100 list. Taking that into account, Betterware’s ranking has changed since the initial list’s unveiling at the DSN Global Celebration. While we are not renumbering the list presented in April, we are now showing Betterware at #20. d i r e c t s e l l i n g n e w s . c o m 7 1

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Frequently Asked Questions About the Global 100 Ranking Why did DSN start the Global 100 list?

DSN created the Global 100 list to acknowledge the financial achievements of direct selling companies and to provide a clear picture of the magnitude of the channel.

Just as every credible channel ranks its players—Inc. 500, FORTUNE 500 and Forbes’ lists—DSN wanted to show the public what a viable and credible channel direct selling truly is.

Who uses the Global 100 list?

The DSN Global 100 list offers a unique perspective on the global impact the channel has on economic and social levels. It provides a scope of learning not only for direct selling companies but also for researchers, investors and those seeking opportunities within the channel. When DSN began the ranking in 2010, it was committed to creating a fair ranking that would showcase a transparent channel, thus providing credibility and consumer confidence as well as offer support for those researching direct selling companies.

What research process is utilized to produce the Global 100 ranking?

The identification of the companies to include in the DSN Global 100 list is the culmination of months of research and the cooperation of many individuals throughout the world. Wherever possible, the DSN team seeks out public records and documents for publicly traded companies.

Additionally, the team reaches out to the private companies that may qualify for the ranking, asking them to certify their net revenue. Research begins in December and continues through to the publication of the Global 100 list. To fully reflect the global reach of direct selling each year, DSN has been able to extend the boundaries of research by working with research partners, including China-based Direct Selling Research Institute, to obtain information on international companies.

How is privately held company data compiled?

Nearly four-fifths of the DSN Global 100 data is derived from privately held companies. Most of this data comes from the companies themselves, which submit a revenue number validated by the CEO and certified by a qualified agent. And when they submit they enhance the value of the channel’s strategic objective to showcase a much more transparent business model. These companies 72 D I R E C T

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could have chosen not to participate. However, their cooperative spirit, which so exemplifies this unique channel, makes the Global 100 ranking possible.

What revenue number does DSN ask for in the research process?

To participate in the DSN Global 100, a company need only submit a net revenue number validated by the CEO and certified by a qualified agent. DSN does not request confidential financial documents. DSN respects the financial privacy of all direct selling companies, asking that a company only reveal the annual revenue number that will allow it to be placed in the ranking.

What is the purpose of the Revenue Certification Form (RCF)?

In an effort to further ensure the integrity of the Global 100 list, DSN instituted the Revenue Certification Form or RCF. The RCF requires all private companies to have their revenue number validated by the CEO and certified by a qualified agent (either at the applicant company or an outside independent source). DSN believes any company performing in a manner warranting identification and recognition as one of the Global 100 companies would proudly share its revenue number in a manner deemed fair to all.

Why isn’t Value-Added Tax included in the revenue number?

The ranking criteria is net sales revenue from direct selling operations before commissions and without valueadded tax. The VAT, from DSN’s perspective, is certainly an integral part of the salesperson’s life. However, it is not a part of the corporate revenue as we track it.

Why aren’t some companies I know of on the list?

There are both nationally and internationally based companies worthy of recognition in the DSN Global 100 ranking that do not appear on the list. If you do not see a specific company, it could be that: (1) the company was contacted but declined to participate; (2) the company did not respond to requests, or; (3) the company did not submit information in time. Each year, new companies come onto the radar screen and every attempt is made to connect with them. DSN

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IT’S THE

OSCARS of DIRECT SELLING!

DSN’S ANNUAL GLOBAL CELEBRATION / 2021 WINNERS ANNOUNCED IN SEVERAL CATEGORIES

BY LISA ROBERTSON

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2021 was a watershed year for direct selling.

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LTHOUGH GROWTH in 2021 did not keep pace with 2020’s record‑breaking year, the channel did grow domestically. The easiest way to summarize 2021’s growth story is that it was a tale of two halves. The first half of the year enjoyed growth, but that growth slowed dramatically in the second half of the year. Yet there are positive signs on the horizon—and there is still so much to celebrate.

And celebrate we did at the 13th DSN Global Celebration, a live hybrid event, held in person

on Tuesday, April 19, 2022. It was an exciting night full of recognition and camaraderie hosted by DSN Publisher & Chief Brand Officer Shelley Rojas and DSN Strategic Advisor Heather Chastain.

Hundreds of people—representing more than 50 companies around the world—attended in person. And thousands more watched the event on our free livestream. Awards and honors were revealed in several categories, including the Best Places to Work, Customer‑Centric Companies, Bravo Awards and the DSN Global 100 List.

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Best Places to Work 6 -T I M E W I N N E R LifeVantage / based in Lehi, Utah with 195 full-time employees.

5 -T I M E W I N N E R S The Best Places to Work Awards

For the past seven years, DSN has honored direct selling companies where voices are heard and a culture of teamwork thrives with the Best Places to Work Awards.

This year, companies that rose above the competition to earn the title of Best Places to Work in Direct Selling exuded a willingness to transparently communicate during uncertain times; scale flexibility for workers; dig deep to boost pay; and cast an inspiring vision for long-term success. It’s exciting to note that all seven companies have received this award multiple times—a true testament to their corporate cultures and commitment to positivity and inclusion.

Plexus / headquartered in Scottsdale, Arizona with 325 full-time employees.

USANA / based in Salt Lake City, Utah with 1,977 full-time employees globally.

4 -T I M E W I N N E R S MONAT / located in Doral, Florida with 499 full-time employees.

Scentsy / headquartered in Meridian, Idaho with 1,700 corporate employees.

3 -T I M E W I N N E R Total Life Changes / located in Fair Haven, Michigan with 339 full-time employees.

2 -T I M E W I N N E R Neora / located in Dallas, Texas with 96 full-time employees.

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Customer-Centric Recognition Program

Direct Selling News launched the CustomerCentric Recognition Program in mid 2020.

Qualifying companies utilize business models that boast high customer-to-distributor ratios and prioritize customer sales.

Direct selling companies with a strong retail base of satisfied customers are experiencing impressive growth and deserve recognition for their efforts. With evolving consumer expectations and regulatory scrutiny, customer-centric equals success for everyone— distributors, companies and the channel as a whole.

There are two categories of recognition: Gold Status—companies achieving a five to one or more ratio; and Platinum Status—companies with a 10 to one or more ratio.

The current Platinum Status Customer‑Centric companies are: n ACN n It Works! n Le-Vel n Nu Skin n Prüvit n Scentsy n Usborne Books & More The current Gold Status Customer-Centric companies are: n MONAT n Perfectly Posh

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Hundreds of people— representing more than 50 companies around the world—attended in person. And thousands more watched the event on our free livestream.

The Bravo Awards

Each year the Bravo Awards panel recognizes companies for outstanding achievement and excellence in areas of leadership and the highest percentage of revenue growth year-over-year. Specialty awards are also given to individuals and companies for their achievements in and service to the direct selling channel.

The Bravo Leadership Award is the only Bravo Award given to an individual, recognizing outstanding achievement and exceptional leadership of a direct selling executive.

This year’s recipient was David Holl, Chairman & CEO of Mary Kay. Under his leadership, the powerhouse cosmetics company has expanded into numerous new markets and successfully diversified its revenue across Mary Kay markets worldwide. The company has also made significant progress on key strategic initiatives including global rebranding and global standardization of core systems and processes. During Holl’s tenure as Chief Executive Officer, Mary Kay’s global revenue has more than doubled with markets around the world regularly setting sales and independent sales force records.

D AV I D H O L L , M a r y K a y / R e c i p i e n t o f t h e B r avo L e a d e r s h i p Aw a r d

The prestigious Bravo Growth Award celebrates the domestic-based direct selling companies with the highest year-over-year revenue growth. This year, DSN recognized two winners in two separate categories: products and services.

OPTAVIA received the award in the product category. OPTAVIA is a market leader in U.S. weight management with a highly differentiated coach-centric model focused on consistently helping consumers achieve

their health goals. The company grew almost $600 million in 2021, launching them into the billion‑dollar club for the first time in their 20th year in business. OPTAVIA went from $935 million in 2020 to $1.52 billion in 2021 for a staggering 63 percent year-over-year growth.

Our second Bravo U.S. Growth Award winner in the services category was eXp Realty. eXp is one of the fastest growing global cloud‑based companies in the world. eXp surpassed 80,000 independent agents worldwide in Q1 of this year. The company continues to grow at an exponential rate. In fact, eXp grew an astounding $2 billion from 2020 to 2021, more than doubling its revenue to $3.8 billion.

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The Bravo International Growth Award honors the international company with the highest revenue growth year-over-year. This year, the award went to PM-International, a leading global health, fitness and beauty brand. Their growth in recent years has been nothing short of extraordinary. In fact, they increased $600 million from $1.11 billion in sales in 2019 to a phenomenal $1.71 billion in 2020.

And in 2021, they did it again—increasing more than $671 million year-over-year, earning them back-to-back Bravo International Growth Awards with a total of $2.38 billion in revenue.

The Bravo Global Good Award honors companies that take a proactive approach to environmental, philanthropic and social responsibility issues. This year’s recipient was Natura &Co. The company has an impressive list of initiatives and accomplishments, including commitments to being Net Zero; goals in gender diversity within management levels; and a commitment to sustainability. They are also the largest B-Corporation in the world.

Finally, DSN announced a new award this year, the Bravo Impact Award, which honors the achievements of well-rounded companies that take a holistic, measured and incremental approach to growth, innovation and operational integrity and excellence. Honorees positively impact their customers, distributors, staff, communities and the channel as a whole—and they are helping to shift the public perception of direct selling. Two companies were given the award in this, its inaugural year.

Plexus was chosen for this honor for its remarkable consistency, sustainability and unwavering commitment to giving back to their community. A significant part of that

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commitment is their Nourish One cause marketing campaign and program. To date Nourish One has donated the equivalent of almost 31 million meals to children and families.

The second Bravo Impact Award was given to Scout & Cellar. Launched in 2017, Scout and Cellar is dedicated to offering a more natural, altogether-better wine experience—from soil to sip. From day one, Scout & Cellar has been on a mission to showcase just how incredible wine can be in its most authentic form, making it free of toxic pesticides, artificial processing aids, artificial ingredients and added sugar.

For Scout & Cellar, it’s as simple as the golden rule—as fundamental as embracing the power of doing the right thing.

The Global 100 List

The most eagerly anticipated announcement at each year’s Global Celebration is undoubtedly the DSN Global 100 List. This list determines the top direct selling companies in the world for 2021. Inclusion on the Global 100 has become a point of much-deserved pride.

The List offers a unique perspective on the global impact of the industry by recognizing companies’ revenue achievements. Recognition for each of these companies is the culmination of months of research and the cooperation of many individuals around the world.

This year’s DSN Global 100 List acknowledges 58 companies achieving more than $100 million in revenue for 2021. Thirteen of the top 25 grew by $100 million or more from 2020 to 2021.

Full coverage of the list, as well as analysis on important and emerging trends can be found starting on page 52.

You’ll notice that there are several private companies not represented on the list who declined to participate, yet who would have surpassed the minimum qualification of $100 million in annual revenue. These companies chose not to report their financial data for 2020, and we respect their decision.

NON-REPORTING U.S.-BASED DIRECT SELLING COMPANIES WITH AT LEAST $100M IN REVENUE NOT ON THIS YEAR’S LIST INCLUDE:

/ ACN / Arbonne / Asea / The Avon Company / BeautyCounter / Cabi / Colorstreet / DoTERRA / Forever Living / Isagenix / It Works! / Jeunesse / Juice Plus+ / Kyäni / Le-Vel / Lifewave / LuLaRoe / Market America / Mary Kay / Melaleuca / Modere / MONAT

/ Neolife / Neora / New Age / Norwex / Pampered Chef / Paparazzi / Pure Romance / QSciences / Rodan + Fields / SEACRET Direct / Seint / SeneGence / Shaklee / Sunrider / Thirty-One Gifts / Total Life Changes / Truuvy / Valentus / Vida Divina / World Financial Group / Young Living / Younique

Oh, What a Night!

The DSN Global Celebration is the industry awards event of the year—a night designed to celebrate, inspire and motivate! If you missed the broadcast, you can catch it on replay at DSNG100.com for a limited time. Gathering together in person after two years of virtualonly conferences created an incredibly positive sense of community and energy within the room—the magic of those moments is definitely must-see viewing for supporters of the channel.

From the 58 thriving companies on the Global 100 List to the seven Bravo Award winners to the nine certified Customer-Centric companies and the seven Best Places to Work honorees, DSN recognized the best of the best of the channel we all love and believe in.

Congratulations to the winners and thank you to the hundreds in the room and thousands of viewers worldwide. And a sincere thank you to all our Member Companies and Supplier Sponsors for helping DSN provide this night of celebration. And thank you once again to the wonderful Global Celebration hosts, Shelley Rojas and Heather Chastain. DSN

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2022 BRAVO AWARDS

HONORING THE VERY BEST IN DIRECT SELLING EACH YEAR, our Bravo Awards panel recognizes companies for outstanding achievement and excellence in areas of leadership and the highest percentage of revenue growth year-over-year. Specialty awards are also given to individuals and companies for their achievements and service in the direct selling channel.

DSN congratulates all of this year’s winners. Your commitment to excellence, integrity, prosperity, social responsibility and transparency serves as a constant reminder of both the power and possibility of the direct selling channel.

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David Holl / Creating a Future-Focused, Prosperous Mary Kay

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HIS YEAR’S BRAVO LEADERSHIP AWARD was given to David Holl, Chairman and Chief Executive Officer of Mary Kay for his visionary leadership and the strategic

direction he has provided the company since coming on board 29 years ago.

Mary Kay is one of the largest direct sellers of skin care and color cosmetics in the world, and David oversees all operational and fiscal initiatives for the multibillion‑dollar company. He is a member of the Mary Kay Inc. board of directors and leader of the company’s executive committee.

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We’re constantly tasked with helping our independent beauty consultants meet customers where they are, and where they are is constantly shifting. It’s a challenging—but exciting—opportunity.

— D AV I D H O L L

With nearly 60 years of history and operations in nearly 40 international markets, David is at the helm of a top beauty brand with more than 700 products in its global portfolio, thousands of employees and millions of independent sales force members worldwide.

David joined Mary Kay Inc. in 1993 and in 1996, served as Chief Financial Officer and Treasurer where he was responsible for the overall financial growth of Mary Kay across the globe. In 2001, he was named President and Chief Operating Officer.

And in 2006, David assumed the title of President and Chief Executive Officer.

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Under his leadership, the powerhouse cosmetics company has expanded into numerous new markets and successfully diversified its revenue across Mary Kay markets worldwide. The company has also made significant progress on key strategic initiatives including global rebranding and global standardization of core systems and processes.

During David’s tenure as Chief Executive Officer, Mary Kay’s global revenue has more than doubled with markets around the world regularly setting sales and independent sales force records.

He is a past Board Chair of the Direct Selling Association, as well as a member of the Personal

Care Products Council (PCPC) Board and the World Federation of Direct Selling Association CEO Council.

An active community volunteer, David serves or has served on numerous civic boards including the Nature Conservancy, the Southwestern Medical Foundation and the Dallas Citizens Council.

It should come as no surprise that DSN honored and celebrated David’s history of leadership, innovation and philanthropy by selecting him to be this year’s recipient of the Bravo Leadership Award. We were honored to sit down with David and get his thoughts on the past, present and future of the channel and what he has learned during his time at Mary Kay.

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Because Mary Kay as a company has been around for nearly 60 years, and David has been on hand for approximately half of those years, he has seen enormous shifts in external factors such as consumer preference, culture and product trends.

But David feels that perhaps the biggest change he has observed during his tenure in direct selling has been a relatively recent one: the ongoing digital transformation of the channel.

“We’re constantly tasked with helping our independent beauty consultants meet customers where they are, and where they are is constantly shifting,” he explained. “It’s a challenging—but exciting—opportunity.”

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Even as the channel evolves to meet shifting consumer expectations and preferences, David remains confident and excited about Mary Kay’s future. For him, it all comes down to staying true to the values that have served the company so well for 59 years.

“When you have a solid foundation, it’s easy to grow with the times. All of Mary Kay’s success—from the first makeup party in 1963 to our digital efforts of the past few years—can be traced directly back to our rock-solid foundation,” he said. “It’s not just lip service for Mary Kay. Our thousands of employees and millions of independent beauty consultants truly believe in the ideals we were founded upon.”

The synergy that exists between field and corporate is a vital asset to Mary Kay’s ongoing success according to David. “I learn from the independent sales force every single day. Their adaptability, creativity and entrepreneurship continue to amaze, and I certainly hope I’ve been able to integrate some of those qualities into my leadership style.”

A Bright Future Ahead

In spite of the uncertain global economic conditions facing the channel, David believes the future for Mary Kay—and direct selling in general—is bright. “Now is a great time to start a direct selling business.”

David thinks the unique opportunity and tools his company has developed make Mary Kay a particularly smart choice for aspiring entrepreneurs.

“Through our digital transformation, we’re finding creative and out-of-the-box ideas for introducing the Mary Kay brand to everyone—anywhere, anytime— so customer relationships are nurtured by sharing an immersive beauty experience,” he explained.

One of the innovations David is most excited about is Mary Kay’s ongoing digital transformation. “We recently launched Suite 13. The experience leverages the use of virtual reality to digitize Mary Kay’s pop-up showroom,” David shared. “Independent beauty consultants and their customers can tour a 360-degree, 3D beauty experience where users can virtually browse our skin care portfolio as well as explore the company and learn more about our iconic founder, Mary Kay Ash.”

Leading with Integrity and Purpose

David was able to join us at the DSN Global Celebration to accept his Bravo Leadership Award in person. He expressed his gratitude to the team at Mary Kay who he has worked so closely with for 29 years. The team’s bond of lasting friendship and shared purpose has been a tremendous help to him throughout his tenure at Mary Kay. As he shared in his acceptance speech, “You don’t get an award like this without surrounding yourself with great people. When you are in a business that’s all about creating leaders to be successful, to receive an award like this means something to me— and to the company as well. Thank you!”

Congratulations to David as he keeps one eye on Mary Kay’s future, while honoring the company’s legendary past. DSN

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OPTAVIA / Building on a Billion

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HE BRAVO GROWTH AWARD celebrates the direct selling company with the highest year-over-year revenue growth on the Global 100 List. This year, DSN chose to recognize

two domestic companies for this prestigious award: one in the products category and one in services.

In the product category, OPTAVIA was the recipient of this honor. This market leader in U.S. weight management is building bridges into the broader health and wellness sector. OPTAVIA has a highly differentiated coach-centric model that consistently helps consumers achieve their health and wellness goals.

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We have a clear growth vision, and a solid platform to drive additional long-term value for our stockholders.

— DA N CH A R D

Highlights of OPTAVIA’s monumental 2021 include: n n

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New Levels of Success

And that commitment is paying off in a multitude of ways. In this, its 20th anniversary year, OPTAVIA became a member of the Billion Dollar Club, surpassing that threshold thanks to almost $600 million in growth in 2021.

This upward trajectory is astounding! In 2017, they had $300 million in revenue, and four short years later they have catapulted into the ranks of billion dollar companies with a staggering $1.52 billion in revenue in 2021. What’s more, their jump from $935 million in 2020 to $1.52 billion in 2021 translates to an amazing 63 percent increase in year-overyear growth.

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Revenue increased 63.2 percent to $1.526 billion et income increased 59.5 percent to N $164.0 million EPS of $13.89, an increase of 60.0 percent ash, cash equivalents and investment C securities of $109.5 million and the company remains free of interest-bearing debt as of December 31, 2021.

“2021 was another outstanding year for Medifast, with record revenue and earnings fueled by continued growth across our independent OPTAVIA coaches and clients. We’ve established ourselves as the market leader by dollar share in the U.S. weight management market, and are now building the foundations of our approach to the broader health and wellness sector,” said Dan Chard, Chairman and Chief Executive Officer of Medifast. “Our coach‑centric model gives us deeper and even more meaningful engagement across multiple platforms. The transformation of our approach to both technology and our supply chain delivers results in the short-term, but also builds the solid foundations from which we will drive rapid growth and long-term value for all stakeholders.”

Prosperity Ahead

OPTAVIA continues to build on last year’s success.

They recently announced increases across the board for the first quarter of 2022, when compared to the same period last year.

Revenue for the company increased 22.6 percent, reaching $417.6 million, while net income grew 1.7 percent, to $41.8 million. The number of active OPTAVIA Coaches saw 21.7 percent growth, totaling 63,900, and the average revenue per active OPTAVIA Coach increased by 1.3 percent to $6,536. Gross profit as a percentage of revenue saw only a slight dip, down to 72.4 percent compared to 73 percent in the first quarter of 2021, which the company attributes to higher product and shipping expenses due to inflation and rising freight and labor costs.

“Record quarterly revenues, sharp acceleration in coach metrics and an increase in our annual financial guidance are powerful indications of the underlying strength of our business,” said Chard. “All of this creates strong potential for further expansion into the broader health and wellness sector. We have a clear growth vision, and a solid platform to drive additional long-term value for our stockholders.”

DSN congratulates OPTAVIA for earning this year’s Bravo Growth Award for product.

Although they were unable to attend in person or virtually, DSN happily accepted the award on their behalf. DSN

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eXp Realty / A Maverick Approach to Massive Growth

BY THE DSN E D I TO R I A L S TA F F

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ACH YEAR, THE BRAVO AWARDS PANEL recognizes companies for the highest revenue growth year-over year with the Bravo Growth Award. This year, two domestic

companies were recognized: one in the products category and one in services.

For the second year in a row, eXp Realty was a recipient in the services category. Their growth in recent years has been staggering.

In fact, they are one of the fastest growing global cloud-based companies in the world.

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Built to Thrive

In many ways, eXp was uniquely positioned to grow during the pandemic and subsequent global shutdown. The company was born during a similar environment of global uncertainty: the housing crash of 2008.

As a serial entrepreneur with a background in real estate, Founder and CEO Glenn Sanford developed a simple but revolutionary concept: a virtual world with a robust digital infrastructure that allowed real estate agents to operate leaner; with more flexibility; and without the budget-draining overhead costs of a brick-and-mortar headquarters or chain of satellite offices. Working remotely was slowly becoming a trend when the company launched in 2009. And eXp went all in, choosing to operate on an entirely virtual platform.

So, while other companies were scrambling to teach their workforce how to log on and work remotely in 2020, it was simply business as usual at eXp—a rhythm honed through more than a decade of practice.

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They’ve excelled at creating a virtual community that works collaboratively. And that community keeps growing! In the years between 2015 and 2018, the company grew over 100 percent, year-overyear. In 2019, eXp agents totaled 25,423. In 2020, that number grew 63 percent, reaching 41,313. And in the first quarter of 2022, they reached 80,000 agents worldwide.

The revenue story is equally impressive. In the fourth quarter of 2020, eXp Realty experienced record revenue of $609 million, a 122 percent increase over the previous year, and record-setting annual volume, with an 89 percent increase in residential transaction volume, totaling $72.2 billion, compared to $38.2 billion in 2019. And in 2021, their revenue more than doubled, growing $2 billion to $3.8 billion— that’s an unbelievable increase of 111.11 percent!

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In 2021, their revenue more than doubled, growing $2 billion to $3.8 billion—that’s an unbelievable increase of 111.11%!

Reinventing Real Estate Compensation

Sanford’s approach to real estate comes from his firsthand experience of the needs and challenges that real estate agents face. Before launching eXp Realty, he spent the early 2000s working for a traditional real estate agency, where he closed more than $60 million in deals. In spite of his success, his income level was nowhere near what he had envisioned. Each year he watched as a large portion of the revenue he brought in had to be handed over in desk and franchise fees.

In his estimation, agents and brokers were doing the heavy lifting, but it was the trappings of the franchise itself that reaped the rewards. With this inherent inequity in mind, Sanford designed eXp Realty to treat its agents and brokers more like shareholders, providing equity in the company as well as an 80/20 commission split.

In the eXp business model, compensation is akin to direct selling while at the same time offering agents a lower cost to operate than a traditional brokerage and giving them equity. It gives them more time to be successful and creates a safety net for real estate professionals.

One of the strongest momentum leaders within the direct selling industry, eXp Realty has removed the friction of a location-dependent headquarters and erased the sluggish administrative processes that come with building fresh infrastructure with every new market launch, proving that the future of real estate may have already arrived.

Exceeding Expectations

The kind of massive, sustained growth eXp is enjoying can be credited to the company’s visionary leadership, disruptive business model and progressive compensation structure. They are truly game changers—and are poised to continue shattering records and breaking new ground. It should come as no surprise that they are repeat winners of the Bravo Growth Award. Sanford accepted the award on behalf of the company via video during the DSN Global Celebration.

“Thank you again for selecting eXp to receive the Bravo Growth Award,” Sanford said. “We grew $2 billion in revenue because of incredible hard work behind the scenes by so many of our staff, agents and brokers. We’ve basically doubled or more than doubled in size each year since we introduced our Agent Equity Program in 2014. It’s proof that always focusing on those in the field works.” DSN d i r e c t s e l l i n g n e w s . c o m 97

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PM-International / Global Growth on a Grand Scale

BY THE DSN E D I TO R I A L S TA F F

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IRECT SELLING NEWS recognizes that there are many compelling growth stories from exceptional companies around the globe. To honor and acknowledge the

achievements of these global success stories, we developed the Bravo International Growth Award.

For the second year in a row, this award was presented to

PM‑International. This leading global brand offers premium, cutting‑edge products for health, fitness and beauty. Founded in 1993, PM-International now operates in 45 countries around the world, where it helps its customers enjoy their life to the fullest.

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Their growth in recent years has been nothing short of extraordinary. In fact, they increased $600 million from $1.11 billion in sales in 2019 to a staggering $1.71 billion in 2020. And, in 2021, they did it again—increasing more than $671 million year-over-year, earning them back-to-back Bravo International Growth Awards, with a total of $2.38 billion in revenue.

And PM-International has no intention of slowing down. As Founder and CEO Rolf Sorg recently shared with us, “This year, we are working towards our third billion in sales.” So, what does the future hold for this innovative, expansive company and its dynamic leadership team? We sat down with Sorg to get his thoughts on the company, the channel and what comes next.

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Fast, Flexible and Family Owned

Growth of this magnitude doesn’t happen by accident, and Sorg has pinpointed several key factors that have contributed to the company’s continued success.

Expanding their product range to better meet the needs and interests of their customers has helped to bolster sales. “We registered an increased interest in topics around prevention and healthy lifestyles,” Sorg said. “To meet our customers’ needs, we have strengthened our focus in this area and launched a new product called FitLine IB5.”

But product line expansions tell only part of the story. Attitude and commitment are also important contributors. “Quick decision making combined with the burning desire and extreme commitment of our distribution partners and corporate teams have made all the difference,” Sorg said. “They are doing an extraordinary job every single day.”

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As we transition out of the pandemic era of working only from home, we enter this new chapter strengthened and with a clear focus on our next goals.

—ROLF SORG

Poised for Future Growth

That quick decision-making has manifested itself in numerous ways. PM-International is laser-focused on doing everything possible to support their field.

According to Sorg, “We have moved with the times and found fast and flexible solutions in supply chain management and digitalization of our services.

We also invest permanently in our logistics and our locations. As a family-owned-and-operated business, this allows us to stay flexible and make value-based and long-term decisions.”

Continued international expansion is also a key component of the Luxembourg-based company’s future plans. “We just opened our new subsidiaries in Portugal and the U.K. and plan eight more in 2022, including China, Indonesia, Vietnam, Hungary, Colombia and New Zealand,” Sorg shared. “We are also looking into expansion on the African continent, starting from Morocco and Ivory Coast. Plus, we’re investing in our American infrastructure with new branches in the north and west regions of the U.S.”

The future for PM-International looks incredibly bright, even in these uncertain times. “We are faced with an ever-changing situation and new challenges on a daily basis, such as ensuring stable supply chains in times of worldwide conflicts,” said Sorg. “As we transition out of the pandemic era of working only from home, we enter this new chapter strengthened and with a clear focus on our next goals.”

And those goals are crystal clear: to improve the quality of life for millions of customers and the standard of living for hundreds of thousands of people around the world. “We will continue to focus on sustainable growth. This also allows us to share our success with more than 4,000 sponsored children and their families all over the world through our charity PM We Care,” Sorg explained.

Leading with Consistency and Commitment

Several executives from PM-International attended the DSN Global Celebration, and Sorg shared his thoughts on winning this prestigious award on stage. “I feel very honored to receive this award for the second year in a row,” he shared. “In these challenging times, we really have adapted to circumstances with a high team spirit, strong commitment and outstanding work attitude.”

But PM-International is not resting on its laurels and is looking to build on their momentum and reputation. “One of my personal goals is to improve the image of our industry. Direct selling is a great opportunity for everyone, and we want to lead by example. We want to be known as a successful direct selling company based on values,” Sorg shared. DSN d i r e c t s e l l i n g n e w s . c o m 1 0 1

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GLOBAL GOOD AWARD

Natura &Co / Creating Real and Lasting Change

BY THE DSN E D I TO R I A L S TA F F

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HE BRAVO GLOBAL GOOD AWARD award honors companies that take a proactive approach to environmental, philanthropic and social responsibility

issues. In this, its second year of existence, the DSN Awards Panel chose to recognize the incredible work being done by Natura &Co.

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Natura &Co is a group of four purpose-driven businesses, Avon, Natura, The Body Shop and Aesop, that believes that business can—and should—be a force for good. That’s why in June 2020, they launched their Commitment to Life Sustainability Vision to do their part in tackling some of the world’s most urgent and challenging issues including: n

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ddressing the climate crisis and protecting A the Amazon; efending human rights and being what D they call “human kind;” and Embracing circularity and regeneration.

They strive to always balance profit with people and the planet. They also believe that what gets measured gets done, so these ambitious goals are diligently measured against 31 metrics and targets to ensure Natura &Co is a company that always gives back to the world more than it takes.

We recently sat down with Ana Costa, Vice President of Legal and Government Affairs for Natura &Co Latin America to get her thoughts on how their commitment to be a force for good in the world is helping their business and the planet in equally impactful ways.

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Creating Opportunity for Everyone

One integral part in Natura &Co’s overarching mission to make the world a better place through its Commitment to Life is to defend human rights and be “human kind” by creating stringent metrics surrounding inclusion and diversity.

“We believe that a truly inclusive workforce focuses on all aspects of culture, including gender, but also beyond it,” explained Costa. “And with diversity comes greater innovation and creativity; a breadth of skills and perspectives; and higher employee morale. These are benefits that every business should welcome.”

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With diversity comes greater innovation and creativity; a breadth of skills and perspectives; and higher employee morale.

These are benefits that every business should welcome.

— A NA COSTA

When it comes to women in leadership, Natura &Co’s aim was to go beyond the UN SDG goal of 30 percent of women in leadership, increasing their goal to 50 percent by 2023. They hit that mark two years early in 2021, reaching a 50.4 percent balance.

But Natura &Co plans to go even farther.

As Costa shared, “We have also committed to delivering a living wage for our people in more than 100 countries by 2023 and are working towards 30 percent inclusion of underrepresented groups across our management levels. This includes six factors: ethnicity, the socioeconomically disadvantaged, sexual diversity, gender identity and physical or mental disability.

Protecting the Environment

Natura &Co. recognizes the importance of protecting the planet and doing its part to maintain the highest standards of sustainability, integrity and transparency. That is why the company made a bold commitment to become Net Zero across their entire value chain.

To do this, they have pledged to set sciencebased targets across Scopes 1, 2 and 3 by 2022.

These goals—both short and long-term—are in line with the Science Based Targets Initiative. “We’ve been working with the Carbon Trust to consolidate our organizational footprints,” Costa explained.

“Throughout 2021, our first step to address our ambition to become Net Zero was to create a task force consisting of people from the group and the brands to calculate our GHG (greenhouse gas) inventory and create a GHG inventory baseline for Natura &Co.” Additionally, Natura &Co is the world’s largest B Corp which means they are certified as a company that meets the highest standards of social and environmental performance, transparency and legal accountability to balance profit and purpose.

“Being a B Corp means striving for continuous improvement, which is what we all will need to do to create a fairer, more sustainable world. We will never stop reaching higher and going further to generate positive impact,” Costa said.

Making a Difference

Natura &Co’s commitment to being a positive force in the world—both for the environment and for human rights—is impressive and makes them a deserving recipient of the Bravo Global Good Award. Costa accepted the award on behalf of the company via video during the DSN Global Celebration.

“Our channel has proven to be more resilient and relevant than ever before, showing that direct selling can make a great contribution and difference to our society,” she said. “Receiving the Global Good Award is proof that Natura &Co is on a good path. We’d like to express our sincere gratitude and honor at receiving this award.

Thank you!” DSN d i r e c t s e l l i n g n e w s . c o m 1 0 5

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IMPACT AWARD

Plexus / Committed to Their Community 5

BY THE DSN E D I TO R I A L S TA F F

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HEN THE BRAVO AWARD PANEL came up with their newest recognition, the Bravo Impact Award, it was to honor the companies in the channel that are firing on all

cylinders. The Impact Award recognizes the achievements of well‑rounded

companies that take a holistic, measured and incremental approach to growth, innovation, operational integrity and excellence. To be considered, companies must positively impact their customers, distributors, staff and communities as well as the channel as a whole.

Plexus scored highly across the board, meeting and exceeding all expectations. And they were one of two companies to receive the first‑ever Bravo Impact Award at the DSN Global Celebration in April.

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Plexus was chosen for this honor because Founder and CEO Tarl Robinson, Founder and President Alec Clark, and the entire Plexus Worldwide team have shown remarkable consistency, sustainability and an unwavering commitment to giving back to their community.

Nourishing Bodies and Souls

A significant part of that commitment is the Nourish One cause marketing campaign and program.

The program launched in 2018 and is designed to address food insecurity in cities across the United States. Plexus partnered with Feeding America, the nation’s largest domestic hunger-relief organization which provides meals to families and individuals by supplying 200 community food banks in cities nationwide.

Under the Nourish One initiative, with every serving of Plexus Lean that a customer purchases, the company donates the equivalent of one meal to Feeding America. For every bag of Plexus Lean sold, Plexus contributes a donation equivalent of

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14 meals. Nourish One proved to be an instant success! In the first 42 days of the campaign, donations helped to provide over two million meals to children and families in need.

Within a few months, Plexus expanded the Nourish One program to help more individuals fighting food insecurity around the world. In January 2019, the company partnered with Mary’s Meals, a global charity that combats hunger in the world’s poorest communities. Plexus presented Mary’s Meals with a $25,000 donation that would provide nearly 250,0000 meals for children in the nonprofit’s community-run school feeding programs.

According to Clark, Mary’s Meals works with community volunteers to set up school feeding programs across 17 of the world’s most impoverished countries, including Malawi, Liberia, Kenya, Syria, Haiti, Thailand and India. “Children are encouraged to attend school to learn and receive a meal, instead of working or begging for food,” he explained.

It’s a message that matters—resonating across cultures and countries. And it has resulted in a more tangible benefit to the company. “After introducing the Nourish One program in Canada, Australia and New Zealand, our sales increased as more customers wanted to support this global effort,” shared Robinson. “We couldn’t be more excited about the growth of this initiative.”

To date Nourish One has donated the equivalent of almost 31 million meals to children and families through the partnership with Feeding America and Mary’s Meals.

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To date Nourish One has donated the equivalent of almost 31 million meals to children and families through the partnership with Feeding America and Mary’s Meals.

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Focused on Sustainability

At Plexus, their commitment to sustainability is an integral part of how they combine their values with operations, products and resources—all to benefit people with hope, health and happiness now and for future generations.

The company characterizes their commitment as a journey to integrate sustainability goals through all aspects of their business, including: n n

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Sourcing the best ingredients for quality products; reating corporate accountability through strong C governance policies and practices; mbracing a passion for people by supporting E and recognizing team members who volunteer in their local communities; and unding grants to support nonprofit organizations F that make an impact on the communities they serve.

DOLLARS DONATED

$765,870

MEALS DONATED

7,639,475

Grateful, Growing and Giving Back

Robinson, Clark and several members of the Plexus executive team were on hand to accept their Impact Award at the recent DSN Global Celebration.

After thanking DSN for selecting Plexus, Clark shared, “We’re hope dealers. And the future of the industry is very bright. Thank you to all our team members and Brand Ambassadors for their contributions.”

Robinson agreed, “It’s an honor for us to accept this award. Often in business and life we make things complicated, and it doesn’t have to be. When you treat people the way you want to be treated, great things can happen.” DSN

And the company backs up this commitment with positive action. In April, Plexus announced their packaging would be undergoing an upgrade in an effort to keep it more sustainable. Lids will no longer have an outer layer of plastic wrap, but do come equipped with a tamper-evident inner seal. d i r e c t s e l l i n g n e w s . c o m 1 0 9

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IM PAC T # 2 AWARD SCOUT & CELLAR

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IMPACT AWARD

Scout & Cellar / A Winning Approach to Wine

BY THE DSN E D I TO R I A L S TA F F

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UITE OFTEN IN DIRECT SELLING, success is measured primarily by sales. While rapid growth is certainly a strong indicator of success, Direct Selling News feels that there is

something particularly noteworthy about companies that are doing everything right—those that not only have strong sales, but an impressive mission, quality products, a customer-centric approach and a commitment to bettering their community.

With that in mind, DSN announced a new award this year, the Bravo Impact Award, which honors the achievements of well-rounded companies that take a holistic, measured and incremental approach to growth, innovation and operational integrity and excellence. The award was given to two companies this year, including Scout & Cellar.

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From day one, Scout & Cellar has been on a mission to showcase just how incredible wine can be in its most authentic form, making it free of toxic pesticides, artificial processing aids, artificial ingredients and added sugar.

Launched in 2017, Scout & Cellar was selected because the company and its Founder and CEO Sarah Shadonix are dedicated to offering a more natural wine experience—from soil to sip. Every bottle of their wine is independently lab-tested to ensure it’s free of toxic pesticides and low in sulfites.

Where There’s a Wine, There’s a Way

This commitment to excellence began from a place of authenticity. While studying to be a wine professional, Shadonix was shocked to learn that many of the world’s winemaking standards allow for the use of toxic pesticides in the vineyard, as well as hundreds of artificial processing aids and ingredients during production. Shadonix wanted to do things differently, and soon after Scout & Cellar was born.

From day one, Scout & Cellar has been on a mission to showcase just how incredible wine can be in its most authentic form, making it free of toxic pesticides, artificial processing aids, artificial ingredients and added sugar. For Scout & Cellar, it’s as simple as the golden rule—as fundamental as embracing the power of doing the right thing. For the company. For the planet. For their customers and for their field.

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A New Approach

At first glance, wine might seem to be an odd choice for direct selling. But Shadonix recognized right away that the fundamentals of selecting a great wine and the fundamentals of direct selling were in perfect harmony.

“When buying wine, people generally consider three things in addition to price: the label; the story behind the wine; and recommendations from friends and family,” she explained. “With this in mind, the relational aspect of direct selling has been a powerful force to market our product and grow our business.”

The combination of quality products that many people are particularly passionate about and a business opportunity that empowers people to share that passion and knowledge with friends and family created a groundswell of interest in the company from both the wine and direct selling industries. The Scout & Cellar field reflects that and is an intriguing mix from all walks of life.

“While we do have some industry veterans in our field, many of our most engaged and successful independent consultants are new to the direct selling industry and are building their own businesses for the first time,” Shadonix shared.

Shadonix considers herself to be a direct selling outsider, but she has surrounded herself with a pool of talent from a wide variety of backgrounds and experiences. Her maverick approach extends not just to direct selling but also to the wine industry.

“Our clean-crafted commitment has been a force of disruption within the wine industry, and we are positioned to look at direct selling the same way,” she said. “We won’t always get it right. But we strive to bring fresh ideas and approaches to the space to contribute to a future for direct selling that is brighter than its past. And one that provides opportunity to a broader audience than ever before, both in the field and in our offices. “

Passionate about Products and People

At the Global Celebration, Shadonix was joined on stage by several “rising stars” in the Scout & Cellar organization, including field leaders, corporate employees and her parents. It was important to Shadonix to share this moment with the people who have helped Scout & Cellar grow and thrive.

“I started Scout & Cellar four-and-a-half years ago really focused on product. I’m passionate about wine, and that’s why I started this company,” she said in her acceptance speech. “But I’m also very passionate about this space and how it empowers people and brings them together. So, to receive an award and to help shape an industry is something I’m honored to do. I’m so grateful for this community of leaders and the opportunity to do better and be better for future generations and beyond.” DSN d i r e c t s e l l i n g n e w s . c o m 1 13

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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

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Coaching for Leaders D R . D A V E S TA C H O W I A K

Produced weekly since 2011, Dr. Dave Stachowiak’s free Coaching for Leaders podcast draws from his global leadership academy and 15+ years of leadership at Dale Carnegie. The result is a collection of dynamic content with over 25 million downloads and the top search result for management on Apple Podcasts. Discover leadership insights and business strategies from researchers, bestselling authors and corporate leaders on subjects including negotiation, delegation and selfawareness.

BOOK /

VIDEO /

TEDx Talk: How Great Leaders Inspire Action SIMON SINEK

In one of the top ten TEDx Talks of all time, bestselling author and inspirational speaker Simon Sinek explains how great leaders inspire action—namely, the compelling reasons that you should start with asking “why?” in everything your company does. An oldie but a goodie, this TEDx Talk is a must-see for any business leader who wants to think more strategically. Sinek’s approach is simple yet profound, serious yet entertaining. He thoughtfully proves that when it comes to business, people don’t buy what you do—they buy why you do it.

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The 5-Minute Gratitude Journal: Give Thanks, Practice Positivity, Find Joy SOPHIA GODKIN, PHD

When your day is an overwhelming blend of meetings and projects, it can feel impossible to stop and smell the roses. The 5-Minute Gratitude Journal makes it easy to create a meaningful daily practice of giving thanks. With an inspiring quote, four unique writing prompts and a different affirmation to start each day, this journal will help you reflect thoughtfully on your life and all the reasons you have to be grateful—no matter how big or small. Give this journal to your management team to help create a culture of positivity!

F or Y ou6r F i e l d

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WORDS TO LIVE BY:

The key to successful leadership is influence, not authority.

—KENNETH BLANCHARD

BOOK /

The Imposter Cure DR. JESSAMY HIBBERD

Have you ever felt unworthy of success? Like you’re just faking it—and are on the verge of being “found out”? If so, you’re not alone. While the phenomenon of imposter syndrome is surprisingly common at the C-Suite level, it is practically a given for entrepreneurs who are starting a new business. In this helpful guide, Dr. Hibberd explores the psychological causes and impact of imposter syndrome, presenting illustrative case studies and practical strategies for overcoming fears and insecurities. This resource will help your field recognize the potential stumbling blocks of self-doubt and build confidence in its place.

App /

Lumosity Instead of endlessly scrolling social media or playing mindless games on their phones, why not encourage your field to train their brains? Lumosity is the world’s most popular brain training program, using various games to help sharpen the user’s memory, processing speed, problem solving and other cognitive skills that fade over time. Available on the App Store and Google Play, the program adapts to the user’s unique strengths and weaknesses, serving up a variety of games to specifically help in the areas that need boosting.

WEBSITE /

U.S. Small Business Administration www.sba.gov The SBA, or Small Business Administration, is a federal service focused solely on providing small businesses with the tools they need to succeed. Though not all the resources on this website are applicable to direct sales, there is a wealth of information available for reference—from planning and launching your business to managing and growing it. The site’s “Learning Platform” offers free courses on business topics, and the “Local Assistance” tab provides various ideas of how to network in your community. DSN

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A Thriving Formula New e-commerce Push Celebrates Le-Vel’s Next Decade.

BY BETH DOUGL ASS SILCOX

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T’S HARD TO FATHOM NOW, but a decade ago Le-Vel’s launch strategy as a health and wellness,

Cloud‑based business so shook the status quo that critics lined up convinced it wouldn’t last.

“It was kind of fun to ride that out and prove them wrong,” Jason Camper, Le‑Vel’s Co‑Founder, Co‑Owner and CEO, recalled.

FOUNDED:

2012 HEADQUARTERS:

Frisco, TX TOP EXECUTIVES:

Jason Camper, Co-Founder, Co-Owner & CEO and Paul Gravette, Co-Founder & Co-Owner P R O D U C T C AT E G O RY:

Health and Wellness

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We’ve accomplished as much or more than we would expect in a calendar year in terms of initiatives, projects and launches just during the first four months of this year.

—JASON CAMPER

Not to say it wasn’t scary when he and Paul Gravette set out to do something so against the grain in 2012. They also bucked other trends of the day, like dropping the practice of companies charging people to sell their products.

Fast-forward ten years—which Camper says flew by at warp speed—and the hindsight maturity often brings hasn’t changed who or what Le-Vel is all about.

“It’s still free to be involved, with less overhead and more commissions with our Cloud-based technology platform and premiumgrade ingredients. Our THRIVE product line was designed to address nutritional gaps and deficiencies,” Camper said.

Le-Vel’s winning formula equates to 10 million customers worldwide, approaching $3 billion in lifetime sales, 30 patents and counting, over $1 billion in commissions paid out and hundreds of millions of free products shipped through a Refer Two Customers, Your Product is Free platform.

So, what did Le-Vel get right and not-so-right these past 10 years?

Holding on in Hypergrowth

Thinking back to 2015-16, Le-Vel was growing by $100 million, $250 million a year. Hypergrowth can kill a company just as fast as stagnation. Maybe a singular or digital product is easier, but Le-Vel’s multiple ingredients, single-serving packaging and countless SKUs made for a million moving parts.

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“What we did right is we kept the train on the tracks during insane hypergrowth. We never screwed up shipping, backorder situations, commissions or customer service. We were able to hold on to the tiger by the tail,” Camper said.

And they did so with a skeleton crew. “There were so few people back then, and I mean few.

If people really knew how few were behind the corporate curtain, they would have been shocked,” he remembered.

There’s a sort of beauty in that kind of teamwork, in how effective a few “right” people can be. Once hypergrowth waned, that small, efficient team refocused on service. It took time to build out corporate departments and teams.

“We have outstanding people in the company right now. And I’m truly grateful for everybody that’s played a role, but it’s an interesting dynamic. You think the more people you have, the more you’re going to get done. But it can actually bog you down,” Camper shared.

Outside vendors can also complicate issues. Things get lost in the layers and don’t get accounted for.

“It’s tough,” Camper said. “When meaningful vendor relationships no longer work, no amount of wishful thinking or personal history changes a system or service from a vendor that’s no longer effective.

And consumers don’t care ‘how’ or ‘why’—they only care that it is impacting their experience. Vendors can make you look much better or much worse than you are.”

Knowing when to make a change with a vendor has been one of Le-Vel’s greatest pain points and learnings. When 70 percent of vendor performance is okay, and 30 percent is really, really bad—it’s time to make a change. When the numbers don’t lie, you’ve got to make tough decisions.

“We trusted way too long in some scenarios and should’ve looked at actions, not words. That’s one of the things that I had to learn. You’ve got to be willing to pull the plug and make tough decisions. Ongoing issues can hurt the company’s brand and integrity.

Change for the sake of change is never good, but change when needed is a must,” Camper explained.

Transitioning to a New Decade

Founder led; founder driven—that’s how most companies find their footing in the industry. But this next decade requires something different. Camper woke up last year thinking about how Le-Vel would “thrive” on if he or Co-Founder/Co-Owner Gravette were out of the picture.

More motivated than ever to grow the company, Camper’s been building out the corporate team with new additions to the executive and management teams in targeted areas. For mature corporate growth, Le-Vel will build levels of leaders and empower them to actively lead the company. “The show must go on whether a founder is doing a call or meeting. This is a big company and a big brand,” Camper said.

A big company and brand only to be made bigger in the coming decade, as Le-Vel fixes its gaze on hitting a billion dollars annually.

Unlike many ten-year-old U.S.-based direct selling companies with flat-lining domestic sales, Le-Vel is still an attractive and relatable brand in North America, and “low-hanging fruit” still exists at home in the U.S. and Canada. “Le-Vel is one of the most attractive direct selling companies in the U.S.,” Camper shared.

Thus far, Le-Vel really hasn’t pulled international levers. Do they want to scale and grow? You bet. But Camper stressed, it must be the right way and at the right time. d i r e c t s e l l i n g n e w s . c o m 1 1 9

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We’ve only scratched the surface of our potential as a company—the next five years are going to be tremendously exciting for Le-Vel. — PA U L G R AV E T T E

games, church and social events fostering business connections. While people yearned to get back to person-to-person, it would obviously be different and slower paced.

Pressing the Gas on Products

Post-Pandemic Prosperity

Last spring, Le-Vel grew by leaps and bounds as the world got vaccinated and light finally appeared at the end of the COVID tunnel. Then came the variants.

Masks were back. Worldwide supply chain tilted completely on its head, and everything was murky.

“We had great growth like many companies in our industry did early on when COVID first hit as there was a great focus on health and wellness.

Everybody was home with nothing else to do but focus on the business and their health. However, after two years of field leaders stuck in their homes, it did not come without challenges,” Camper shared.

Le-Vel’s field culture was stymied. The extent of the challenges field leaders faced was at the forefront of Camper’s mind this past winter. He listened to how they’d spent the past two years primarily on social media without kids’ sports

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While they anticipated reconnection, Le-Vel capitalized on THRIVE brand equity by following market trends and dropping multiple products into its 2022 pipeline. They aimed to bolster growth from sales to a huge, existing customer database.

This passion for new products motivates Co‑Founder and Co-Owner Paul Gravette. “We remain committed to developing the most superior products on the market and giving people the means to recapture their vitality and joy for living,” he shared.

In addition to adding new flavors and veganfriendly offerings to their shake line, they launched a new gummy supplement line, a powdered collagen, an herbal canned energy drink called OooWEE! and an alkaline fusion bottled water called THRIVE20, which achieves alkalinity through a magnetically charged process rather than with additives or chemicals.

This spring Le-Vel repackaged the THRIVE Experience that originally prompted hypergrowth, rebranding it E60/THRIVE Experience 60-Day Challenge. It’s a fresh new look and feel that promotes the same timeframe system and products to reinvigorate consumers committed to a finish line visible on the horizon.

“We’ve accomplished as much or more than we would expect in a calendar year in terms of initiatives, projects and launches just during the first four months of this year,” Camper said.

Consumer Sync Up

And the good news is that person-to-person also returned this year with a “1,000 Events in 100 Days” field initiative campaign that just wrapped in April. The company launched their “Hot THRIVE Summer” campaign in May, consisting of a series of diverse, live in-person meetings across the country accompanied with Facebook Live and Zoom trainings. “Our operations and marketing teams have done an amazing job this year leading the way with calendar events, trainings and building campaigns,” shared Camper.

Camper and Gravette believe in the power of direct selling but are striving to build a customer experience that more closely replicates a direct-to-consumer platform. It’s imperative to alleviate oddities and confusion for customers on direct selling websites. “All they want to do is buy a product, but industry norms drive all site traffic through opportunity content first, in hopes of getting a purchase later. That’s how you lose a customer,” Camper said.

Camper plans to change that with a creative and unique e-commerce push called ShopTHRIVE.com. Once deployed later this year, all Le-Vel/THRIVE consumer traffic will land on ShopTHRIVE.com to purchase products without thinking about upline connections, logins or passwords.

“We are trying to eliminate steps and look more like an e-commerce business, a retail platform just like any other e-commerce platform that customers buy from. And if one of those customers raises their hand and says, ‘Yes, I’m interested in the opportunity.’

Great! We’re going to actually take you over here for information. Product before opportunity—not opportunity before product.” Camper explained.

“ShopTHRIVE is throwing the long ball at our THRIVE brand and letting our e-commerce platform flourish from a customer perspective.” Camper said.

But it is also a strategic growth calculation for Le‑Vel, as it clears the way for Le-Vel to become more of an entity of its own. Camper believes the move will expand Le-Vel’s corporate ability to participate in mergers and acquisitions that make sense for their overall growth strategy.

Gravette agreed, “We’ve only scratched the surface of our potential as a company—the next five years are going to be tremendously exciting for Le‑Vel.” Camper remains grateful for the lessons and learnings of the past decade. “The last ten years have been life changing. Paul and I could not have done this alone, and our passion goes out to everybody who has made this what it is. We fight daily to continue to make this company a wonderful place to call home for our valiant promoters in the field and Le-Vel employees. We can’t wait to see what the next ten years’ experiences, lessons and achievements will be.” DSN d i r e c t s e l l i n g n e w s . c o m 1 2 1

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ICONIC I N S I G H T S with HEATHER CHASTAIN H E AT H E R C H A S TA I N

Suze Orman Talks with Heather Chastain About Preparing for Your Financial Future

BY PAUL A FELPS

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

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SUZE ORMAN

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UZE ORMAN IS ONE OF AMERICA’S MOST-RECOGNIZED PERSONAL FINANCE EXPERTS. In addition to being the author of 10 consecutive New York Times bestselling books, Suze is a two-time Emmy Award winner who has landed on the TIME 100 list twice and is ranked one of the World’s 100 Most Powerful Women by Forbes. Twice a week, she shares her financial insight through her podcast, Women & Money (And Everyone Smart Enough to Listen).

In this episode of Iconic Insights, Suze talks with host Heather Chastain about the current economic climate; what she thinks the future holds; and what that means to direct selling leaders.

HEATHER CHASTAIN: The last couple of years, generally speaking, have been really good for our channel. People increasingly can work from anywhere; they’re very open to income streams; they weren’t spending money on other things like big vacations. So, they spent more with our audience—but we’re starting to feel that shift around us. Could we start with your take on the current economic climate and where you see it heading?

“

Debt is bondage.

You will never be powerful in life if you have debt.

SUZE ORMAN: I think sometimes what happens to people is that they look at what was; and they feel great about what was; and they think what was always will be. Because people genuinely are hopeful, and they’re positive—they want everything to be great. The problem is, what is going to be is not what was for many reasons. d i r e c t s e l l i n g n e w s . c o m 1 2 3

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A year, two years ago, we had stimulus checks; we had unemployment checks. We didn’t have to spend money going to work; we didn’t have to spend money on food; we didn’t have to spend money on clothes, transportation, anything—so the wealth of the normal person was increasing even though they weren’t doing anything different in their lives.

Now, we have a whole different scenario. Now we are combating inflation. We are combating the fact that we’re not getting stimulus or unemployment checks, and some people are starting to travel again and spend money.

Now the pandemic is over in their heads, and they’re out there spending, spending like they’ve never spent because of their pent-up demand to want to see people and be normal again. And that affects every single one of you because the amount of money that they had to spend and entertain themselves with is now decreasing. It’s going somewhere else. At the exact same time, inflation is through the roof. Interest rates—if you want to buy a home, buy a car—the price of both of those things are through the roof.

The people who are in your downlines—all the people who need a second job, who need more income—they’re actually being hit even harder.

Because if they needed to have secondary income, that meant that even when things were good, their income wasn’t covering them for their expenses at a time when inflation wasn’t around.

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HEATHER: What can our entrepreneurs be doing now with the foresight that you’re giving them so they can be a bit ahead of the game with their personal finances? How should they be viewing this next season that we’re headed into?

SUZE: You really have to know why you’re doing what you are doing. Why are you in this industry to begin with? You’re in this industry not just to make other people wealthy or for additional income. You do it to build sustainable income to not only pay your expenses, but to have extra income to save for your retirement. So that one day when you don’t want to do this or if you can’t do it, you have money to support yourself.

So, you all have to look at your own individual financial situations. Are you out of credit card debt? Do you have a 12-month emergency fund?

Do you have a business emergency fund besides your personal emergency fund?

HEATHER: Could you talk about that for just a little bit? We don’t hear enough about that.

SUZE: This is your business, and you’re in business to make money to pay for your personal expenses, for you to save money. So, you have expenses.

Your mortgage or rent, your utilities, your car payment or your lease payment. All of those things come up to a specific sum of money that you have to spend every single month.

“

Do you have your personal financial house in order?

When you have all those things in order and you’re feeling good about what you have, you feel powerful.

And when you feel powerful you attract people.

Subscribe to Suze’s Women & Money podcast wherever you listen to your favorite podcasts.

Now, if you get hurt or something happens to you, you have to know that you have enough money to carry you for at least eight to 12 months if you don’t bring in any more money.

So, you need to sit down and look at reality.

What is the reality of what it takes you to run your household and your personal expenses as well as your business? And you need to make sure that you have enough money for both of those entities. So, the foundation is, do you have an emergency fund? Are you out of credit card debt? Do you have money that you are putting away for your future? Are you funding a retirement account? If you are, are you funding a Roth retirement account or a traditional? Every one of you should find a way to be investing every penny you can into a Roth retirement account. d i r e c t s e l l i n g n e w s . c o m 1 2 5

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Are you out of student loan debt? Are you doing what you need to do today to protect your tomorrows? Do you have a will? Do you have a trust? Do you have an advanced directive and durable power of attorney for healthcare?

Do you have your personal financial house in order? That is essential for you. And the reason is, when you have all those things in order and you’re feeling good about what you have, you feel powerful. And when you feel powerful you attract people.

When people are powerless you actually repel other people. What renders somebody the most powerless? Debt. Debt is bondage. You will never be powerful in life if you have debt.

HEATHER: Let’s pivot for just a second and talk about this idea of multiple income streams.

Because much of our audience, if they’re engaging as an independent contractor with a direct selling company, it’s not their primary source of income. What do you see as some of the things we need to be thinking about in this environment today when we decide how to position that business opportunity to someone that may be different than it has been historically?

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SUZE: Well, the truth of the matter is, this is the time. If people needed secondary incomes a year or two ago, they’re really needing secondary and third income sources, truthfully, because inflation is so rampant. And it isn’t going down. It’s just not.

This is the perfect time for all of you to do recruitment, to show how it can work, but also to be honest with people. If somebody comes to you and you see their financial situation and you know that they are already in debt. You know that they’re struggling, they can’t make ends meet.

When you are in debt you are powerless. When you’re powerless you repel people, therefore you repel money.

What would be interesting is to be honest and not just recruit anybody or sign up anybody. Really help the people that you’re talking to. If they can’t afford to come up with a lump sum of money of any kind, and I don’t know what it would be in your situations, to buy the goods for them to sell.

Because in their heads they’re going to be selling, and most people are not natural salespeople.

They’re just not. They can’t ask for the close. It’s a very unique person who can succeed in something like this, [so] help that person and say, “I would love for you to do this.” Maybe you start to think about, is there a lower entry point for people to get in?

Or you lend them the material. The company lends it to them and if they don’t make it, they get to give it back. So, they’re not afraid that they’re stuck with all of this stuff that they’re never going to use.

“

HEATHER: With this mission that we have, I think that there’s a greater responsibility that comes with it to help educate and equip our independent contractors with tools and resources. Could you talk just a little bit about that?

SUZE: It’s not a bad idea when you’re talking to somebody that is working in your group, that you ask questions like, “Do you have a retirement account?” And chances are they’re going to say no. And you say, “All right, I want you to open up a Roth IRA. And you don’t have to be afraid to open up a Roth IRA because any money you put into a Roth you can take out at any time without taxes, penalties, regardless of your age or how long the account has been in there. But let’s just start putting $50 a month into a Roth IRA. Oh, you don’t have an emergency fund. Why don’t we start a savings account for you where maybe you put in $100 a month?” You start talking to them like that.

You need to get involved, in my opinion, with the financials of the people that are working for you so that once a month maybe you all get together and you have a little financial seminar where you are their leader. But for you to be their leader, you have to lead your own finances. DSN

You need to get involved, in my opinion, with the financials of the people that are working for you…

But for you to be their leader, you have to lead your own finances.

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COMING SOON! DON’T MISS OUT ON OUR UPCOMING FALL EVENTS DIRECT SELLING HILL DAY

SEPTEMBER 13–14 WASHINGTON, DC Be a part of protecting the sales channel and preserving the freedom and flexibility of the direct sellers who are America’s original entrepreneurs.

DSA LEGAL & REGULATORY SEMINAR

SEPTEMBER 14–16 WASHINGTON, DC Where DSA’s policy insights lead to practical business applications for a range of executives.

VISION 2023: SALES & MARKETING CONFERENCE

NOVEMBER Don’t miss out on this program’s action-packed schedule. We’ll give you the edge you need in today’s fast-paced world where markets shift and reshape at a unrelenting pace.

LEARN MORE AT DSA.ORG

1667 K Street, NW, Suite 1100 | Washington, DC 20006-1660 202.452.8866 | Fax 202.452.9010 | www.dsa.org

D S A

M E S S AG E

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Ushering in a New Golden Era

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OOKING BACK AT HISTORY, what would have happened if Mary Kay Ash could have worked with customers through the metaverse?

Or what would have transpired if Amway’s founders had social selling platforms available to connect them with customers? And if Herbalife Nutrition’s Mark Hughes had social media all those years ago, what might have been?

Many people recall those companies and leaders as leading direct selling’s “Golden Age.” But from our vantage point and what we can tell you about the future, we haven’t seen anything yet…

You are undoubtedly getting ready to be a part of DSA ENGAGE: Conversion Immersion in Boca Raton, FL, June 5-7. As the direct selling channel, this is where we will bring the future into focus. Together, we will explore the countless unknowns ahead and seek new ways to harness the limitless opportunities we face.

As we’ve all experienced, the marketplace is changing at the speed of light. Accordingly, our businesses are adapting with an equal amount of agility. Technology is evolving, and we have found new ways to harness these innovations to better address consumer needs.

We have broken records in product sales and introduced new products—today, we are transforming our organizations in ways that will allow us to continue to thrive. And as we delve

JOSEPH N. MARIANO is the President of the U.S. Direct Selling Association and the Direct Selling Education Foundation.

into these exciting ideas, we will find ways to ensure that our conversations remain focused on our community’s larger goal of modernizing the channel’s image.

We will explore how today’s technology has created the possibility of a single individual, upon sharing the details of a beloved product or service with a friend, could have global market implications. We will touch upon what happens when we combine technology and our values of protecting consumers. We will examine the nexus of ethics and innovation.

Beyond these discussions, I want you to be a part of all the fun networking and socializing that will make this DSA ENGAGE truly special.

DSA announced the category finalists for the 2022 DSA Awards in late April, and I want to make sure you stay through Tuesday’s 2022 DSA Awards Gala and dress in your favorite ’80s prom attire. I’m counting on you to bring the fun and theme to life.

And if you haven’t already done so, sign up for the additional networking events, including the DSA PAC Golf Tournament and the DSEF Cocktails & Cabanas Pool Party featuring USANA’s CEO Kevin Guest.

Boca Raton will be a fun and exciting event—I have no doubt. I look forward to you joining me in ushering in a new Golden Era for direct selling at DSA ENGAGE 2022: Conversion Immersion. DSN d i r e c t s e l l i n g n e w s . c o m 1 2 9

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.

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PAYQUICKER 400 Linden Oaks, Suite 320 Rochester, NY 14625 844-258-3006 payquicker.com Instantly make secure and compliant global payouts to your distributors in local currency with PayQuicker’s fully customizable, client-branded solution. We offer secured bank accounts with prepaid debit cards, virtual cards and more—all through a single point of integration.

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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.

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.

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

JUNE 2022

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.

METRICS GLOBAL, INC

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.

SELLING NEWS

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C O M M I S S I O N PAY M E N T S E R V I C E S

SQUIRE

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SUPPLIER DIRECTORY

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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.

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

LACORE LOGISTICS 900 Wilmeth Road, McKinney Texas 75069 214-817-4802 lacorelogistics.com

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Brampton, Ontario L6T 4W1 905-564-2115 x2 canadacartage.com/direct-selling 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.

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.

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4505 Newpoint Place Lawrenceville, GA 30043 866-888-2999 Sales@amwarelogistics.com amwarelogistics.com

D I S T R I B U T I O N / F U L F I L L M E N T/ LO G I S T I C S

AMWARE FULFILLMENT

EVENT PRODUCTION

D I S T R I B U T I O N / F U L F I L L M E N T/ LO G I S T I C S

TO BE INCLUDED IN THE SUPPLIER DIRECTORY, EMAIL ADVERTISING@DIRECTSELLINGNEWS.COM

MULTI IMAGE GROUP 1701 Clint Moore Road Boca Raton, FL 33487 800-523-2682 mig.cc Established 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 virtual, hybrid, and in-person live experiences for some of the world’s biggest brands.

HANNA SHEA 1835 W Chandler Blvd 103, Chandler, AZ 85224 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.

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.

d i r e c t s e l l i n g n e w s . c o m 13 1

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

I N G R E D I E N T S A N D M A N U FA C T U R I N G

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.

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.

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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.

S O F T WA R E / T E C H N O LO GY S O LU T I O N S

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

LEGAL AND COMPLIANCE

33 Franklin McKay Road Attleboro, MA 02703 800-445-1007 eadion.com

M A R K E T I N G/ B R A N D I N G

E.A. DION, INC.

S O F T WA R E / T E C H N O LO GY S O LU T I O N S

INCENTIVES/RECOGNITION

SUPPLIER DIRECTORY DIRECTSCALE 1510 N. State St. Orem, Utah 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.

NOW TECH

EXIGO

5800 Democracy Drive, Suite 100 Plano, TX 75024 310-428-9936 now-tech.com

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

The most comprehensive and powerful business management solution for direct sellers. We put more than 35 years of industry experience into creating strategies and tools to consistently grow your business. Contact us for a demo today.

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.

BYDESIGN TECHNOLOGIES

INFOTRAX SYSTEMS

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

1875 S. State Street, Ste. 3000 Orem, UT 84097 801-431-4900 infotraxsys.com

Award winning SaaS solutions including Geneology Management & Commissions, Inventory, Replicated Websites, Premier Rep Tools, Branded Mobile App, Virtual Parties, E-vites, Hostess Rewards, Bookings, Social Sharing, Promotions, & Shopping.

Software & SaaS solutions for startup, emerging, and global direct selling companies. See our ad on the back cover.

INTERNATIONAL DIRECT SELLING TECHNOLOGY CORP. 1208 E. Kennedy Blvd., Ste. 222 Tampa, FL 33602 813-277-0625 idstc.com

Global Operations Management Software.

Advanced Comp Plan Programming. Sales Force Backoffice & Automation. Web Site Design & Replication.

JENKON 915 Broadway Street, Ste. 400 Vancouver, WA 98660 360-256-4400 jenkon.com From Startup to Enterprise, Jenkon provides Direct Selling companies an award-winning, scalable platform unifying the future of direct selling: Openness, connectivity, omni-channel and conversational marketing.

S O F T WA R E / T E C H N O LO GY S O LU T I O N S

S O F T WA R E / T E C H N O LO GY S O LU T I O N S

TO BE INCLUDED IN THE SUPPLIER DIRECTORY, EMAIL ADVERTISING@DIRECTSELLINGNEWS.COM

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!

“

Direct Selling News 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

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.

awards, group travel and full ship charters due to the great exposure we get from DSN. —RON GU L ASK EY / AV P, G l o b a l C o r p o r a t e , I n c e n t ive & C h a r t e r S a l e s , Celebrity Cruises

Celebrity Cruises

800-722-5934 / CELEBRITYCORPORATEKIT.COM d i r e c t s e l l i n g n e w s . c o m 13 3

Decision Makers Engage with DSN The Direct Selling News audience are the top decision makers in the industry— 21% are owners and C-Level executives and another 41% hold senior management roles.

And these powerbrokers turn to DSN to stay informed and engaged with the channel.

99% ABOUT OUR EXECUTIVE AUDIENCE >

97% 92%

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The News You Need.

The Name You Trust. advertising@directsellingnews.com

800.279.5349 2021 SURVEY, VIEWER/READER ANALYTICS

DSU—A FALL 2022 EVENT S A V E T H E D A T E T H U R S D AY, O C T O B E R 6 & F R I D AY, O C T O B E R 7

Fall Hybrid Educational Event Join us in person or live stream for virtual attendees.

We will return live—and in person—this fall!

Registration details coming soon at DSU2022.com.

WHEN: THURSDAY, OCTOBER 6 & FRIDAY, OCTOBER 7, 2022 WHERE: IRVING CONVENTION CENTER WHO: ALL ACTIVE CORPORATE DIRECT SELLING EXECUTIVES AND DSN EVENT SPONSORS.

IRVING CONVENTION CENTER 500 LAS COLINAS BLVD W, IRVING, TX 75039 (10 minutes from DFW and 20 minutes from Love Field)

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Proven Technology from a Trusted Partner with 35 Years of Direct Selling Experience Let’s Connect | 310-428-9936 | info@now-tech.com

To the person of genius who started a social selling business...

Today we salute you with our payments services that can take you global... and beyond. Thank you, social selling person, wherever you are, because according to us you’ll always be our #1.

nex.io/genius