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June 01, 2012

Cover Story

2012 DSN Global 100: The Top Direct Selling Companies in the World

by J.M. Emmert


Click here to go to the 2013 DSN Global 100


Table of Contents

IntroGlobal OutlookWhy the Global 100?The 2012 DSN Global 100: The Top 10The 2012 DSN Global 100: 11-100 •        Topping the ChartsDSN Global 100The $100 Million ClubCelebrating the DSN Global 100

Bravo Awards
Bravo Humanitarian Award: Nu SkinBravo Growth Award: ViSalusBravo Leadership Award: Doug DeVos


Click here to order the Direct Selling News issue in which this article appeared.


Why the Global 100?

The DSN Global 100: Offering Perspective

Since 2004 Direct Selling News has been dedicated to telling stories focused on relating the opportunities direct sellers provide to millions of independent business owners around the world, showcasing the products and services that have helped change the lives of consumers everywhere and profiling the enormous heart of industry members who reach out to assist those in need.

So it seemed only fitting for DSN to further recognize the industry by compiling a comprehensive list, starting in 2010, of the top direct selling companies in the world. It was a huge undertaking—and one not without inherent difficulties, as most direct selling companies are privately owned—but the end result provided more than a mere ranking based on sales achievement.

The DSN Global 100 list offers a unique perspective on the global impact of the industry on economic and social realms. It provides a range of mutual learning not only for industry members but also for researchers, investors and—most important—those seeking opportunities within the industry.

DSN’s reputation for positive and honest reporting is the foundation of its brand, and that is what has led to its relationships with two of the most influential media publications in the country—The Wall Street Journal and USA Today. Those associations are in part derived from what the DSN Global 100 provides: credibility and consumer confidence.

DSN Global 100

About the Ranking

We believe all companies appreciate a fair ranking and this will always be our commitment. For the 2012 DSN Global 100 ranking, we adjusted our approach to support transparency and verify authenticity. We wanted to ensure that all companies adhered to a standard that fully allowed an accurate view of the entire industry. Hence, two major changes were initiated.

The RCF. The Revenue Certification Form, or RCF, was implemented to ensure that the net sales figure submitted by a company was authenticated by the CEO as well as a certifier. In our research, we identified well over 100 companies that would qualify for the ranking; however, with the new standard in place, we applied a ranking only to companies submitting an RCF. There were an additional 40 companies that we identified as achieving in excess of $100 million in 2011; those companies are identified in the $100 Million Club list.

Why did we implement the RCF? We believe any company that performs in a manner warranting identification and recognition as one of the Top 100 companies in the world would proudly share its numbers in a manner deemed fair to all. We also believe that an industry that desires to enhance its image and receive more respect for what it does must reveal itself through its data, and not just its story. In our opinion, the term privately held should not always mean don’t tell.

VAT. The Global 100 data requested was for net sales revenue before commissions and without value-added tax (VAT). The VAT, from our perspective—derived from many discussions with executives from around the world—is certainly an integral part of a salesperson’s life; however, it is not a part of corporate revenue. Since VAT varies, it seemed quite unfair to use it. VAT can be as high as 25 percent, and to add such a number would truly distort the sales performance.

In our attempt to produce a fair ranking, the VAT is deducted, thereby focusing all numbers on the revenue associated directly with products and services sold. Revenue reported from U.S.-based companies does not include sales tax or VAT from global operations.

The 2012 DSN Global 100

The following pages of this issue provide snapshots and detailed profiles of the top direct selling companies in the world, as compiled by DSN, for 2011. We thank all the companies that willingly participated in our survey as well as our dedicated team of researchers who helped us present to you the remarkable achievements of direct sellers around the world.

Why the Global 100


Credibility. The power to inspire belief.

“We are grateful that DSN compiles this important list. Complete transparency in direct selling is important to the growth of our industry as a whole. We ask our sales field to be open, honest and transparent, so it is important that companies lead by example and do the same.”
—Angela Loehr Chrysler, CEO, Team National

“As we build up the stature and credibility of the direct selling industry, it is important that companies present accurate and credible disclosures. By elevating our level of transparency with respect to sales and commission levels, we will enjoy a higher level of credibility and, consequently, be better positioned to demonstrate the great social and economic impact direct selling provides to nations, communities and families.”
—Truman Hunt, CEO, Nu Skin Enterprises

“The DSN Global 100 ranking is an extremely important recognition of the direct selling industry on a global level. It contributes differentiation, reputation, testimony and visibility. It helps the public to evaluate the originality and sincerity of any direct selling company to refrain from fraudulent practice.”
—Tan Hiyin Tiong, General Manager,  DXN Holdings Berhad

Consumer confidence. The ability to instill faith.

“If there is an industry that is truly recession proof, it is direct selling. For us at Eureka Forbes India, it is a moment of pride to be in the DSN Global 100. DSN is extremely important to the direct selling industry worldwide since it is one of the very few sources that keep us connected with the rest and the best in the business.”
—Marzin R. Shroff, CEO, Direct Sales & Senior Vice President, Marketing,  Eureka Forbes Ltd.

“To be recognized in the DSN Global 100 is a huge accolade for Kleeneze, particularly considering it’s a multibillion-dollar industry. It gives us further credibility and an ongoing confirmation that we’re doing the right thing and constantly growing alongside the giants in direct selling. The commercial transparency the DSN Global 100 provides to the world is paramount in any industry, not just for pride and involvement within our member companies, but to show the world we are serious contenders in helping restore confidence in the global economy.”
—Michael Khatkar, Director of Network Development, Kleeneze Ltd.