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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.


Celebrating the DSN Global 100

On April 16, Direct Selling News held its third annual DSN Global 100 Celebration to recognize the top direct selling companies in the world. The event, held at the Hyatt Regency in Dallas, was hosted by DSN Publisher and Editor in Chief John Fleming with Master of Ceremonies Brian Connolly, DSA Hall of Famer and former Executive Vice President of Avon Products Inc. as well as former President of Avon North America.

More than 350 executives from national and international direct selling companies attended, including those representing so many of the more than 70 product and service categories—everything from health and beauty items, legal and financial services to energy, cookware, apparel and accessories, coffee and more. International executives from some of the top companies traveled from countries such as Canada, the United Kingdom, Sweden, Norway and Switzerland, to name a few.

Top executives in attendance included Avon Group Vice President Tom Kelly, Amway Regional President Asia-Pacific Jim Payne and Chief Sales Officer John Parker, Oriflame CEO Magnus Brännström, Primerica Co-CEOs John Addison and Rick Williams, USANA CEO Dave Wentz, PartyLite Worldwide President Robert Goergen Jr., ACN President Greg Provenzano and Chairman Robert Stevanovski, Scentsy Founders Orville and Heidi Thompson, Herbalife Vice President of Worldwide Corporate Communications George Fisher, Mary Kay Vice President of Government Relations and Compliance Kerry Tassopoulos, Organo Gold Vice President of Sales Holton Buggs, Princess House President and CEO Connie Tang, Co-Founder of Stream Energy (parent company of Ignite) Rob Snyder, It Works! Global CEO Mark Pentecost, and WorldVentures Co-Founder and Chief Visionary Officer Wayne Nugent, as well as a host of other executives who enjoyed a memorable evening of celebration.

Hometown team Mannatech would certainly have taken honors for most attendance by one company, with 30 executives present. And ViSalus came in second with 14 in attendance, not including five from majority shareholder Blyth. Amway came in third with 13 executives.

Special guest speakers included Doug DeVos, President of Amway, and Joseph Mariano, President of the U.S. DSA, who told Fleming that the DSN Global 100 event was “a real exhibition of a conversation and collaboration among all of you that really serves the interest of the industry.” Ross Creber, President of the DSA of Canada, and Charlie Orr, Executive Director of the Direct Selling Education Foundation, were also in  attendance.

In his address, DeVos said, “It’s a joy to be in this industry and to be with all of you. Every time we have a chance to come to an event like this, it’s a reunion—it’s being with friends, it’s being together with people who share a common passion about helping other people.” DeVos also acknowledged that direct selling is a “people business” and that “if our businesses keep our priorities straight, we’ll focus on the people and use the money to serve and support the people. Make it personal. These are friends; these are relationships that endure. That’s what is important.”


Host John Fleming, DSN Publisher and Editor in Chief.Host John Fleming, DSN Publisher and Editor in Chief.


The DSN Global 100

Special guest speaker Amway President Doug DeVos.
Special guest speaker Amway President Doug DeVos.
Executive attendees share their enthusiasm for the DSN Global 100 event.Executive attendees share their enthusiasm for the DSN Global 100 event.
Emcee Brian Connolly, former President of Avon North America.Emcee Brian Connolly, former President of Avon North America.

The highlight of the night was the introduction of the DSN Global 100. Sixteen countries were represented in the ranking—Brazil, Canada, China, Germany, India, Japan, Luxembourg, Malaysia, New Zealand, Peru, Russia, South Korea, Switzerland, Thailand, the United Kingdom and the United States.

In all, the DSN Global 100 companies achieved over $63 billion in net sales in 2011 through more than 40 million sales consultants worldwide.

The Top 10 companies, which generated $42.6 billion in net sales alone for 2011, were Avon (1), Amway (2), Herbalife (3), Natura (4), Vorwerk (5), Mary Kay (6), Tupperware (7), Oriflame (8), Nu Skin (9) and Belcorp (10).

Avon’s Tom Kelly—who was recently named President and COO of the company’s subsidiary, Silpada Designs—accepted for the No. 1 direct seller. “This means an awful lot to us. We’ve certainly had our fair share of news out there in recent days, and clearly we know the competition is out there.”

The Bravo Awards

During the celebration, DSN also presented its Bravo Awards for excellence.

Nu Skin was honored with the Humanitarian Award for its Nourish the Children initiative, which provides the company’s nutritional supplement VitaMeal to starving children around the world. Greg Darlington, Vice President of Marketing, accepted the award.

“I’d like to thank Direct Selling News for bestowing this great honor upon our company. The Nourish the Children initiative was founded in the roots of a statement from one of our founders, Blake Roney, who said in the late ’80s that our company needed to be a force for good in the world—that we weren’t just about amazing products and a great compensation plan or business opportunity, but that we needed to have a unique and uplifting and enriching culture,” said Darlington. “We created that [culture], and in 2002, out of that vision we created this Nourish the Children program, which through our partnership with our distributor leaders, and through their social connections and social entrepreneurship, we have since donated 250 million meals to malnourished and hungry children around the world. Blake Roney said it best: ‘This Nourish the Children initiative is 5 percent of what we do, but it’s 95 percent of who we are.’ On behalf of Nu Skin, its founders and our amazing distributor force, thank you very much.”

ViSalus, which received the DSN Turnaround Award in 2011, was honored with this year’s Growth Award for its nearly 600 percent growth over the past 12 months—from $34 million in 2010 to $231 million in 2011. Founders Ryan Blair, Blake Mallen and Nick Sarnicola accepted the award.

“Three years ago we didn’t make the top [DSN Global] 100 list and we were indeed a company that was about to go out of this business,” said Blair. “I share that with you because some of you are making critical decisions right now and some of you are going to experience a reality walking out of this event. You make a decision to change the way you operate your business and to build your business, and hopefully get an award like this.”

Doug DeVos was honored with the Leadership Award for the record sales growth Amway has achieved since he assumed the presidency in 2002.

“This is a tremendous honor. Anytime there is any level of recognition—like the other honorees have had in this industry—it’s special,” said DeVos. “My colleagues, friends and fellow leaders are all part of this industry, and as I look around and see Stan, Joey, Charlie, Brian, John and Tom, and so many others who have just been great leaders in this industry, I’m honored to be part of it. I’m humbled to be with you, to be able to be your friend, to be able to learn from you and to be part of an industry that is very special. I am grateful for all our team’s tremendous leadership throughout our organization, and I am grateful to be a part of this.”

Connolly closed the evening with his vision of the celebration. “I see this moment as us all traveling together, and I see life as simply being about faith, hope and love,” he said. “Faith is for all the people who have come before us; it’s about the past. Hope is about the future for our children, and for the women and men who are looking to [you] to have a better life for their families. And love is about this moment, about loving your people into the action that allows them to be everything they hope to be in their biggest and greatest dreams. You are the leaders and the privileged caretakers of millions of dreams of families all over the world.”

The DSN Global 100 Celebration was sponsored by Jenkon, InfoTrax and VideoPlus. The ranking of the top companies will also appear in a June supplement to The Wall Street Journal.