June 02, 2011

Cover Story

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

by J.M. Emmert


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


DSN June issue

When we published the DSN Global 100 ranking last year, it was the first time in the history of the industry that a comprehensive list of the top 100 revenue-generating direct selling companies was researched and presented.

When we committed to the project, we committed to do the research necessary to produce a ranking that would reflect the advantages of the direct selling industry. As the trade journal for the direct selling and network marketing executive, we know you hold us to high standards. So with that in mind, we delved into our research, compiling data from financial sources, professional researchers, personal interviews and corporate websites.

Our research is really not an opt-in/opt-out opportunity. Information on publicly held companies serves to form the backbone of credibility to a list that contains so many private companies. When privately held companies submit their information, we enhance the value of strategic objectives to showcase a much more transparent industry; when they do not, we extrapolate the data to the best of our ability and publish it with the appropriate journalistic qualifiers.

For this year’s ranking, we contacted every company that appeared on our 2009 list. We were excited to learn that last year’s offering had made an impact, and more companies willingly participated this time around. In fact, only a few companies declined to share financial data. We also researched dozens of companies that did not appear on last year’s list—ones that had come onto our radar screen over the past 12 months. That is why we feel confident that the 2010 DSN Global 100 provides a comprehensive and accurate representation of the industry.

However, we do acknowledge that challenges persist in compiling such a list, and we remain steadfast in our commitment to continue expanding our research so that each year provides even greater data and greater insight. For us—and ultimately, for you—there is a far greater reason that we do this than simply ranking one company above another.

Why We Do It

Competition is healthy, and we are aware of the competitiveness within our industry. We believe that last year’s list may have even further fueled those fires. However, we also believe it is that very competitiveness that has actually helped many companies enjoy record sales numbers in what has been—and continues to be—one of the most challenging economic times. In fact, for our 2009 ranking, the threshold was $67 million. This year, a company had to report $80 million in annual wholesale revenue to join this select group.

What does that increase in threshold tell us? It tells us what a viable and sustainable industry this is. And that is why we embrace the DSN Global 100 project. We took on this herculean task because we are proud of this industry and want others outside of it—the private equity investors, academics, consumer advocates and even regulatory personnel—to know about the remarkable companies that are bringing incredible opportunities to millions of people across the globe.

Outsiders have long inquired about a global industry ranking for direct selling. The public at large has not had a way to identify and fully gauge the companies that represent the lion’s share of products and services sold through a direct selling channel of distribution.

Every credible industry ranks its players. Here in the United States we have the Inc. 500, FORTUNE 500 and Forbes lists, and there are certainly lists among other countries. Direct selling should have one as well. The purpose of our DSN Global 100 goes beyond a simple ranking. It serves to support strategies to improve public perception of who our companies are and how they compare to one another. We want to share the social and economic impact that direct sellers make on the world community.

“It is truly a humbling experience to be recognized among the Direct Selling News’ Global 100 companies, especially among such an incredible group of peers,” says Greg Provenzano, President and Co-Founder of ACN. “And while we are certainly proud of our individual accomplishments, what’s really important is what this type of recognition says about our industry as a whole. It’s more than just the 100 companies on this list; it’s about the millions of lives that have been changed because of our industry. It’s our privilege to be a steward for growth in an industry that truly puts people first.”

John Addison, Co-CEO of Primerica, adds, “Direct Selling News does a great job of recognizing the positive contributions of our industry. They do an exceptional job of compiling the information and creating a special environment to recognize the top of our industry.”

Our Findings

So what did we find in 2010? Here’s a snapshot of the 2010 DSN Global 100:

  • Total wholesale revenue of $66 billion
  • The Top 10 companies accounted for $39 billion in sales alone
  • More than 43 million distributors/independent consultants worldwide
  • Companies represent 14 nations—United States (65), Japan (16), Germany (4), Peru (2), United Kingdom (2), South Korea (2), Switzerland (2), Brazil (1), China (1), India (1), Malaysia (1), Mexico (1), Russia (1), and Sweden (1)
  • 11 new companies joined the rankings (Southwestern, Vivint, PM-International AG, Enagic USA, Stella & Dot, Thirty-One Gifts, AdvoCare, TriVita, Pure Romance, World Financial Group and Passion Parties)

On the following pages, we provide category leaders and full profiles on the 100 companies that make up our list. We hope that you will find the ranking rewarding for what it reveals about our industry—and that is the strength of our established companies, the promise of our newer companies and the depth in products and services that makes direct selling a truly global experience.


1

Avon

 Avon

2

Amway

Amway

3

Natura

Natura

↑ 2

 

4

Vorwerk

Vorwerk ↓ 1

5

Herbalife

Herbalife ↑ 1

6

Mary Kay

Mary Kay ↓ 2

7

Tupperware

Tupperware ↑ 1

8

Oriflame

Oriflame ↑ 1

9

Forever Living Products

Forever LIving Products ↑ 1

10

Nu Skin

Nu Skin ↑ 1

— Denotes no movement in ranking

↑ ↓ Arrows represent upward or downward movement from previous position on the 2009 DSN Global 100 ranking

* Denotes new to the DSN Global 100 ranking

 

11

Belcorp/L’Bel Paris

↑ 2

11

Primerica

↓ 4

13

Miki Corporation

↑ 1

14

Ignite

↑ 2

15

Melaleuca

15

Omnilife

↑ 3

17

MonaVie

17

Telecom Plus

↑ 16

17

Yanbal International

↑ 9

20

ACN

↑ 1

21

PartyLite (Blyth)

↓ 2

22

Amore Pacific

↑ 5

23

LG Household & Health Care

24

USANA

↑ 7

25

Shaklee

↓ 1

25

The Pampered Chef

↓ 1

25

Tiens/Tianshi

↑ 22

28

Pre-Paid Legal Services

↑ 1

29

Tahitian Noni International

↑ 1

30

Market America

↑ 15

31

Ambit Energy

↑ 7

32

WIV Wein International

↓ 10

33

Scentsy

↑ 31

34

Pola Inc.

↓ 22

35

Arbonne

36

FORDAYS

37

Nature’s Sunshine

38

NOEVIR

↓ 18

39

Southwestern

 *

40

KK ASSURAN

↓ 6

41

LR Health & Beauty Systems

↑ 1

42

Aerus Holdings

↓ 3

42

Sunrider

↓ 14

44

Cosway

↑ 11

45

Eureka Forbes

↑ 3

46

Isagenix International

↑ 4

47

Neways*

*DSN correction 6/22/2011. Self-reported revenue is $400 million for 2010, which ranks the company within the Top 31.

↓ 15

47

XANGO

↑ 2

49

Vivint

*

50

Charle Corp.

↑ 8

50

KOYO-SHA

↓ 7

50

Naturally Plus

↓ 4

53

Faberlic

↓ 2

54

Lux International

↓ 1

55

Mannatech

↓ 11

56

Four Leaf Japan Co./Forifu Japan

↓ 2

57

PM-International AG

 *

58

ERINA Co.

↓ 18

59

Nikken Global

↓ 2

59

Team National

↑ 4

61

Diana Co.

↓ 5

62

CUTCO Corp (Vector Marketing)

↓ 3

62

Longaberger Co.

↓ 3

62

Stampin’ Up!

↓ 1

62

4Life Research

↑ 9

66

GNLD

↓ 1

67

Family Heritage Life

↑ 3

68

Univera

↓ 3

69

BearCere’Ju Co.

1

69

Take Shape for Life (Medifast)

21

71

Jewels by Park Lane

1

72

Sportron

2

73

Japanlife Co.

74

Chandeal Co.

9

75

Deesse

15

76

Enagic USA

*

77

Tastefully Simple

2

78

Keller Williams Realty

7

79

Creative Memories

7

80

ARSOA HONSHA

2

81

Stella & Dot

*

82

Kleeneze

2

83

Kirby

3

83

lia sophia

3

83

Premier Designs

22

83

Thirty-One Gifts

*

83

Unicity Networks International

7

88

The Maira Co.

12

89

Vemma

8

90

WorldVentures

3

91

AdvoCare

*

92

Agel Enterprises

27

92

Fortune Hi-Tech Marketing (FHTM)

10

92

FreeLife International

6

92

Passion Parties

*

92

Pure Romance

*

92

Regal Ware

3

92

Relìv International

2

92

Trivita

*

92

World Financial Group

*


Princess House*

*The submission for Princess House for the DSN Global 100 list was inadvertently overlooked during the compilation process. As a result of this self-reported information, Princess House ranks in the No. 89 position for 2010.

*

— Denotes no movement in ranking

↑ ↓ Arrows represent upward or downward movement from previous position on the 2009 DSN Global 100 ranking

* Denotes new to the DSN Global 100 ranking