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

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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		—
2	Amway		—
3	Natura		↑ 2
4	Vorwerk		↓ 1
5	Herbalife		↑ 1
6	Mary Kay		↓ 2
7	Tupperware		↑ 1
8	Oriflame		↑ 1
9	Forever Living Products		↑ 1
10	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

— 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

DSN Global 100: 1-50

1. Avon Products, Inc.

2010 Revenue: $10.9 billion
Country: USA

Avon is the founder of modern direct selling and the acknowledged world leader in cosmetics, fragrances and toiletries. Avon’s well-known product lines include Avon Color, Anew, Skin So Soft™, Advance Techniques Hair Care, Avon Naturals and mark™.

• 2009 Rank: 1
• 2009 Revenue: $10.3 billion
• Marketing Style: Person-to-person
• Compensation Plan: Single-level and multi-level
• Products: Beauty, fashion jewelry and apparel
• Markets: 100+
• Distributors: 6.5 million
• Employees: 42,000
• Headquarters: New York, N.Y.
• Executive: Andrea Jung
• Year Founded: 1886
• Stock Symbol: AVP—NYSE

2. Amway

2010 Revenue: $9.2 billion
Country: USA

Amway, under parent company Alticor, offers Artistry cosmetics and skin-care products, Nutrilite nutritional products and loyalty-inducing household products.

• 2009 Rank: 2
• 2009 Revenue: $8.4 billion
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Nutrition, beauty, personal-care and home-care products
• Markets: 80+
• Distributors: 3 million
• Employees: 14,000+
• Headquarters: Ada, Mich.
• Executives: Steve Van Andel and Doug DeVos
• Year Founded: 1959

3. Natura Cosmeticos SA

2010 Revenue: $3 billion
Country: Brazil

Natura is a cosmetics giant with more than 900 products. The company operates in Argentina, Chile, Peru, Mexico, France, Venezuela and Colombia. Corporate social responsibility is one of its core emphases.

• 2009 Rank: 5
• 2009 Revenue: $2.4 billion
• Marketing Style: Person-to-person and retail
• Compensation Plan: Bi-level
• Products: Personal-care products and fragrances
• Markets: 7
• Distributors: 1 million
• Employees: 5,000+
• Headquarters: São Paulo, Brazil
• Executive: Alessandro G. Carlucci
• Year Founded: 1969
• Stock Symbol: NATU3.SA—São Paulo

4. Vorwerk & Co. KG

2010 Revenue: $2.9 billion
Country: Germany

Vorwerk is a family-owned company that has been focusing on the direct selling channel since 1930. Products include household appliances and high-quality cosmetics. Vorwerk is a global group that includes JAFRA Cosmetics, which reported sales volume of more than $600 million in 2010.

• 2009 Rank: 3
• 2009 Revenue: $3.5 billion
• Marketing Style: Person-to-person and party plan
• Compensation Plan: Multi-level  (JAFRA Cosmetics)
• Products: Cosmetics and home appliances
• Markets: 61
• Distributors: 600,000
• Employees: 23,000
• Headquarters: Wuppertal, Germany
• Executives: Walter Muyres and Reiner Strecker
• Year Founded: 1883

5. Herbalife Ltd.

2010 Revenue: $2.7 billion
Country: USA

Herbalife sells nutritional supplements and weight-management and personal-care products. Its products have been developed by scientists, physicians and nutrition experts, including Nobel laureate in medicine Louis Ignarro, Ph.D.

• 2009 Rank: 6
• 2009 Revenue: $2.3 billion
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Nutritional supplements; health/fitness, wellness, skin- and hair-care; and weight-management products
• Markets: 75
• Distributors: 2.1 million
• Employees: 4,300
• Headquarters: Los Angeles, Calif.
• Executive: Michael O. Johnson
• Year Founded: 1980
• Stock Symbol: HLF—NYSE

6. Mary Kay Inc.

2010 Revenue: $2.5 billion
Country: USA

Mary Kay was founded by Mary Kay Ash with the goal of helping women achieve personal growth and financial success. The company’s skin-care and color cosmetics products are sold in more than 35 countries around the world.

• 2009 Rank: 4
• 2009 Revenue: $2.5 billion
• Marketing Style: Person-to-person and party plan
• Compensation Plan: Single-level and multi-level
• Products: Skin-care products and color cosmetics
• Markets: 35+
• Distributors: 2 million
• Employees: 5,000
• Headquarters: Addison, Texas
• Executive: David Holl
• Year Founded: 1963

7. Tupperware Brands Corp.

2010 Revenue: $2.3 billion
Country: USA

Tupperware is a global direct seller of innovative, premium products through an independent salesforce. Product brands and categories include design-centric preparation, storage and serving solutions for the kitchen and home and beauty- and personal-care products.

• 2009 Rank: 8
• 2009 Revenue: $2.1 billion
• Marketing Style: Person-to-person and party plan
• Compensation Plan: Single-level and multi-level
• Products: Storage and serving products; beauty- and personal-care products
• Markets: Nearly 100
• Distributors: 2.6 million
• Employees: 13,500
• Headquarters: Orlando, Fla.
• Executive: Rick Goings
• Year Founded: 1946
• Stock Symbol: TUP—NYSE

8. Oriflame Cosmetics S.A.

2010 Revenue: $2.2 billion
Country: Sweden

Oriflame is one of the fastest-growing beauty companies in the world. The company operates in 62 countries and is the market leader in more than half. Although it has no U.S. presence, Oriflame has a presence in Mexico, Central America, South America, Europe, Asia and Africa.

• 2009 Rank: 9
• 2009 Revenue: $1.8 billion
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Beauty products
• Markets: 62
• Distributors: 3.5 million
• Employees: 8,000
• Headquarters: Luxembourg, Luxembourg
• Executive: Magnus Brännström
• Year Founded: 1967
• Stock Symbol: ODI-SDB.ST—Stockholm

9. Forever Living Products

2010 Revenue: $1.7 billion
Country: USA

Forever Living is the world’s largest grower, manufacturer and distributor of aloe vera, and this inspires them to make environmental responsibility a priority. The company offers a complete line of aloe vera drinks, skin-care products and cosmetics, as well as a full line of nutritional supplements and products from beehives.

• 2009 Rank: 10
• 2009 Revenue: $1.7 billion
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Aloe vera drinks, skin-care products and cosmetics, nutritional supplements
• Markets: 142
• Distributors: 9.3 million
• Employees: Not available
• Headquarters: Scottsdale, Ariz.
• Executive: Rex Maughan
• Year Founded: 1978

10. Nu Skin Enterprises, Inc.

2010 Revenue: $1.5 billion
Country: USA

Nu Skin Enterprises Inc. is a global direct selling company operating in 48 international markets throughout the Americas, Europe and the Asia-Pacific region. Going far beyond cosmetics, toiletries and fragrances, Nu Skin sells more than 200 products through three distinct brands: Nu Skin, Pharmanex and Big Planet.

• 2009 Rank: 11
• 2009 Revenue: $1.3 billion
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Personal care and nutritional products
• Markets: 51
• Distributors: 800,000
• Employees: 1,200
• Headquarters: Provo, Utah
• Executive: Truman Hunt
• Year Founded: 1984
• Stock Symbol: NUS—NYSE

11. Belcorp/L’Bel Paris

2010 Revenue: $1.3 billion
Country: Peru

Belcorp focuses on women, not only through its business model but also through its products. Over 840,000 independent beauty consultants offer the L’Bel, Ésika and Cyzone beauty and lifestyle brands. As of 2011, Belcorp has a presence in 15 countries and 18 Latin American specialty stores.

• 2009 Rank: 13
• 2009 Revenue: $1 billion
• Marketing Style: Person-to-person and party plan
• Compensation Plan: Single-level and multi-level
• Products: Skin-care, fragrance, makeup, body-care, hair-care
• Markets: 15
• Distributors: 840,000
• Employees: 8,000+
• Headquarters: Lima, Peru
• Executive: Eduardo Belmont
• Year Founded: 1967

11. Primerica Inc.

2010 Revenue: $1.3 billion
Country: USA

Primerica provides financial products and services, including term life insurance, mutual funds, variable annuities, loans, long-term care insurance and legal services to 6 million clients, primarily middle-class individuals and families.

• 2009 Rank: 7
• 2009 Revenue: $2.2 billion
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Financial services
• Markets: 5
• Distributors: 100,000
• Employees: 2000
• Headquarters: Duluth, Ga.
• Executives: John Addison and Rick Williams
• Year Founded: 1977
• Stock Symbol: PRI—NYSE

13. Miki Corporation

2010 Revenue: $927 million
Country: Japan

Miki Corporation began as a textile importer and seller. Today, it is a multimillion-dollar seller of supplements made from prune extracts as well as household cleaners, personal care items and much more. The company has sales agents in Japan, Taiwan and Malaysia.

• 2009 Rank: 14
• 2009 Revenue: $969 million
• Marketing Style: Not available
• Compensation Plan: Not available
• Products: Foods, cosmetics and household products
• Markets: 3
• Distributors: Not available
• Employees: 270
• Headquarters: Osaka, Japan
• Executive: Toshikazu Kadota
• Year Founded: 1964

14. Ignite Inc.

2010 Revenue: $902 million
Country: USA

Ignite Inc. was founded in 2004 by parent company Stream Energy to meet the changing needs of consumers. With energy service deregulation, more choices exist for consumers and entrepreneurs, and Ignite seeks to meet the needs of both.

• 2009 Rank: 16
• 2009 Revenue: $845 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Electricity and natural gas
• Markets: 1
• Distributors: 195,199
• Employees: 262
• Headquarters: Dallas, Texas
• Executive: Rob Snyder
• Year Founded: 2004

15. Melaleuca Inc.

2010 Revenue: $750 million
Country: USA

Melaleuca sells more than 350 products, including personal-care items, cosmetics, household cleaning supplies and vitamins to consumers through a network of sales representatives, catalogs and websites.

• 2009 Rank: 15
• 2009 Revenue: $879 million
• Marketing Style: Person-to-person
• Compensation Plan: Single-level
• Products: Personal-care products, cosmetics, cleaning supplies and vitamins
• Markets: 18
• Distributors: Not available
• Employees: 1,200
• Headquarters: Idaho Falls, Idaho
• Executive: Frank Vandersloot
• Year Founded: 1985

15. Omnilife

2010 Revenue: $750 million
Country: Mexico

Founded by Jorge Vegara Madrigal, Omnilife Manufactura S.A. de C.V. is owned by ultimate parent company Grupo Omnilife S.A. de C.V. The company has independent consultants in 23 markets in South America, North America, Central America, Asia and Europe.

• 2009 Rank: 18
• 2009 Revenue: $750 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Nutritional supplements, weight-management and beauty products, beverages, cosmetics and fragrances
• Markets: 23
• Distributors: 5 million
• Employees: 3,500
• Headquarters: Zapopan, Mexico
• Executive: Jorge V. Madrigal
• Year Founded: 1992

17. MonaVie LLC*

2010 Revenue: $600 million
Country: USA

MonaVie’s nutritional beverages with corresponding gel formulations feature a blend of açai berry and other nutrient-dense fruits. The company’s philanthropic aim is to improve the lives of people living in poverty in Brazil.

• 2009 Rank: 17
• 2009 Revenue: $785 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Foods and nutritional products
• Markets: 12
• Distributors: 1 million
• Employees: 450
• Headquarters: South Jordan, Utah
• Executives: Dallin A. Larsen and Henry Marsh
• Year Founded: 2005

17. Telecom Plus

2010 Revenue: $600 million
Country: United Kingdom

Operating as the Utility Warehouse Discount Club, Telecom Plus provides landline phone, broadband, mobile phone, gas and electricity products and services to over 350,000 customers across the UK, as well as offering club members a range of opportunities to save money on household expenses.

• 2009 Rank: 33
• 2009 Revenue: $590 million‡
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Landline phones, broadband, mobile phones, gas, electricity
• Markets: 1
• Distributors: 30,000
• Employees: 500
• Headquarters: London, UK
• Executive: Andrew Lindsay
• Year Founded: 1998
• Stock Symbol: TEP—LONDON

17. Yanbal International/Unique

2010 Revenue: $600 million
Country: Peru

Yanbal International was founded in Peru and sells skin-care, cosmetics, personal-care products, fragrances and jewelry through its catalogs and beauty consultants.

• 2009 Rank: 26
• 2009 Revenue: $490 million
• Marketing Style: Party plan
• Compensation Plan: Multi-level
• Products: Skin-care products, personal-care products, cosmetics, jewelry and fragrances
• Markets: 8
• Distributors: 350,000
• Employees: 4,800
• Headquarters: Lima, Peru
• Executive: Janine Belmont
• Year Founded: 1967

20. ACN

2010 Revenue: $553 million

Country: USA

ACN is the largest direct seller of telecommunications and home services in the world, offering local and long distance phone service, digital phone service with video phones, Internet, wireless, satellite TV, home security, computer support and energy services.

• 2009 Rank: 21
• 2009 Revenue: $553 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Telecommunications, home services and business services
• Markets: 23
• Distributors: Not available
• Employees: 1,300
• Headquarters: Concord, N.C.
• Executives: Robert Stevanovski, Greg Provenzano, Tony Cupisz and Mike Cupisz
• Year Founded: 1993

21. PartyLite (Blyth)

2010 Revenue: $545 million
Country: USA

Started by entrepreneur Mabel Baker with her single line of bayberry candles, PartyLite is now the world’s largest direct seller of candles and home fragrance products. The company was acquired by Blyth, Inc. in 1990.

• 2009 Rank: 19
• 2009 Revenue: $621.6 million
• Marketing Style: Party plan
• Compensation Plan: Multi-level
• Products: Candles, candle warmers, flameless fragrance, home accents, personal-care products and food products
• Markets: 18
• Distributors: 63,556
• Employees: 1,249
• Headquarters: Plymouth, Mass.
• Executive: Anne Butler
• Year Founded: 1973
• Stock Symbol: BTH—NYSE

22. Amore Pacific

2010 Revenue: $539 million
Country: South Korea

Amore Pacific is an old favorite in South Korea, and its products can now be found on Sephora shelves in the United States. The company’s products use Asian botanicals and nanotechnology to deliver skin-care and personal-care items.

• 2009 Rank: 27
• 2009 Revenue: $475 million
• Marketing Style: Direct selling/retail stores
• Compensation Plan: Not available
• Products: Cosmetics, personal-care, health products and tea products
• Markets: 3
• Distributors: Not available
• Employees: Not available
• Headquarters: Seoul, South Korea
• Executive: Kyung-Bae Suh
• Year Founded: 1945
• Stock Symbol: 090430 (Korea Stock Exchange)

23. LG Household & Health Care

2010 Revenue: $532 million
Country: South Korea

LG Household & Health Care is an established leader in the Korean household goods and cosmetics industries. Its household goods include oral care products, skin-care and hair-care products, laundry products and paper products.

• 2009 Rank: 23
• 2009 Revenue: $461 million‡
• Marketing Style: Not available
• Compensation Plan: Not available
• Products: Cosmetics and household products
• Markets: 5
• Distributors: Not available
• Employees: 2,745
• Headquarters: Seoul, South Korea
• Executive: Suk Cha
• Year Founded: 1947
• Stock Symbol: 051900—SEO

24. USANA Health Sciences Inc.

2010 Revenue: $517 million
Country: USA

USANA Health Sciences develops and manufactures high-quality nutritional supplements, healthy weight-management products and personal care products, which are marketed by independent associates in 15 international markets.

• 2009 Rank: 31
• 2009 Revenue: $436.9 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Nutritional supplements, personal-care, energy and weight-management products
• Markets: 15
• Distributors: 228,000
• Employees: 1,240
• Headquarters: Salt Lake City, Utah
• Executive: David Wentz
• Year Founded: 1992
• Stock Symbol: USNA—NASDAQ

25. Shaklee Corp.

2010 Revenue: $500 million
Country: USA

Founded in 1956, Shaklee manufactures its products and distributes them through its website and more than 750,000 representatives in North America and Asia. The company is known for its green products and social responsibility efforts.

• 2009 Rank: 24
• 2009 Revenue: $500 million
• Marketing Style: Person-to-person (also retail in Singapore)
• Compensation Plan: Multi-level
• Products: Nutritional supplements, skin-care, weight management, green cleaners
• Markets: 8
• Distributors: 1.25 million
• Employees: 750
• Headquarters: Pleasanton, Calif.
• Executive: Roger Barnett
• Year Founded: 1956

25. The Pampered Chef Ltd.

2010 Revenue: $500 million
Country: USA

The Pampered Chef sells more than 300 gourmet kitchen tools, cookware, cookbooks and foodstuffs. Founded in 1980, Pampered Chef was acquired by Berkshire Hathaway, the conglomerate controlled by billionaire Warren Buffett, in 2002.

• 2009 Rank: 24
• 2009 Revenue: $500 million
• Marketing Style: Party plan
• Compensation Plan: Multi-level
• Products: High-end tools for cooking and entertaining
• Markets: 5
• Distributors: 60,000
• Employees: 800
• Headquarters: Addison, Ill.
• Executive: Marla Gottschalk
• Year Founded: 1980
• Stock Symbol: BRK-A—NYSE

25. Tiens/Tianshi

2010 Revenue: $500 million
Country: China

In China, Tiens sells its products through some 100 branch offices and chain stores of affiliate Tianshi Engineering. Outside of China, it sells products through independent distributors through subsidiary Tianshi International and majority-owned Tiens Biotech Group USA Inc.

• 2009 Rank: 47
• 2009 Revenue: $275 million
• Marketing Style: Person-to-person and retail
• Compensation Plan: Uni-level and breakaway
• Products: Wellness products, dietary supplements
• Markets: 110
• Distributors: Not available
• Employees: 2,827
• Headquarters: Tianjin, China
• Executive: Li Jinyuan
• Year Founded: 1990
• Stock Symbol: TBV—AMEX

28. Pre-Paid Legal Services, Inc.

2010 Revenue: $454 million
Country: USA

Pre-Paid Legal Services Inc. provides access to legal services for average people. Its Life Events Legal Plan has worked for more than three decades and led to more than 1.5 million members.

• 2009 Rank: 29
• 2009 Revenue: $458 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Legal consultation services
• Markets: 2
• Distributors: 425,000
• Employees: 813
• Headquarters: Ada, Okla.
• Executives: Randy Harp and Mark Brown
• Year Founded: 1972
• Stock Symbol: PPD—NYSE

29. Tahitian Noni International, Inc.

2010 Revenue: $420 million
Country: USA

Tahitian Noni International makes and markets juices, nutritional supplements, and skin-care and hair-care products from Tahiti’s noni fruit. TNI was one of the pioneers in the superfruit beverage market.

• 2009 Rank: 30
• 2009 Revenue: $450 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Noni-based drinks, supplements, skin-care, hair-care
• Markets: 30
• Distributors: 500,000
• Employees: 1,100
• Headquarters: Provo, Utah
• Executive: John Wadsworth
• Year Founded: 1994

30. Market America Inc.

2010 Revenue: $416 million
Country: USA

Market America is a product brokerage and Internet marketing company. It has international operations in the United States, Canada, Taiwan, Hong Kong, Australia and the Philippines.

• 2009 Rank: 45
• 2009 Revenue: $284 million
• Marketing Style: Person-to-person
• Compensation Plan: Single-level
• Products: Health and nutrition, anti-aging, cosmetics, personal-care, weight management, financial services, home and garden, pet care, telecommunications, Internet, auto care
• Markets: 6
• Distributors: 180,000
• Employees: 650
• Headquarters: Greensboro, N.C.
• Executive: JR Ridinger
• Year Founded: 1992

31. Ambit Energy, L.P.

2010 Revenue: $415 million
Country: USA

Ambit Energy is a Dallas-based energy provider of electrical and natural gas services in deregulated markets across the U.S., including regions of Texas, Illinois, New York, Pennsylvania and Maryland.

• 2009 Rank: 38
• 2009 Revenue: $324 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Energy
• Markets: 1
• Distributors: 100,000
• Employees: 238
• Headquarters: Dallas, Texas
• Executive: Jere W. Thompson, Jr.
• Year Founded: 2006

32. WIV Wein Int’l AG

2010 Revenue: $385 million
Country: Germany

WIV Wein is a direct seller of wine. The company provides at-home wine tastings for customers, has its own estates/cellars and forms partnerships with top-quality wineries. Its largest markets are Germany, France, Britain, Japan, the United States and Italy.

• 2009 Rank: 22
• 2009 Revenue: $385 million‡
• Marketing Style: Direct selling and retail
• Compensation Plan: Not available
• Products: Wines
• Markets: 23
• Distributors: 4,000
• Employees: 1,511
• Headquarters: Burg Layen, Germany
• Executive: Andreas Pieroth
• Year Founded: 1960

33. Scentsy

2010 Revenue: $382 million
Country: USA

Scentsy is a rapidly growing party plan company offering a variety of home fragrance products. Scentsy has more than 100,000 current independent sales consultants running home-based businesses in the United States, Puerto Rico, Canada, Germany, the United Kingdom and Guam.

• 2009 Rank: 64
• 2009 Revenue: $178 million
• Marketing Style: Party plan
• Compensation Plan: Multi-level
• Products: Wickless candles, ceramic warmers and fragrance products
• Markets: 6
• Distributors: 105,000
• Employees: 784
• Headquarters: Meridian, Idaho
• Executives: Orville and Heidi Thompson
• Year Founded: 2004

34. Pola Inc.

2010 Revenue: $361 million
Country: Japan

Pola is Japan’s fourth-largest cosmetics company and the biggest direct seller. Its products include cosmetics, skin-care, personal-care and nutritional products sold in department stores, retail stores, through mail order and door-to-door.

• 2009 Rank: 12
• 2009 Revenue: $400 million‡
• Marketing Style: Person-to-person
• Compensation Plan: Single-level
• Products: Cosmetics, skin-care, personal-care and nutritional products, fashion and jewelry
• Markets: 16
• Distributors: 120,000
• Employees: 1,350
• Headquarters: Tokyo, Japan
• Executive: Suzuki Hiroki
• Year Founded: 1929

35. Arbonne International Inc.

2010 Revenue: $357 million
Country: USA

Arbonne’s skin-care products begin with premium botanical ingredients, an integrative approach to beauty and an unwavering commitment to pure, safe and beneficial products. Arbonne creates personal-care and wellness products that preserve and enhance the skin, body and mind.

• 2009 Rank: 35
• 2009 Revenue: $370 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Skin-care, color cosmetics, nutrition, aromatherapy
• Markets: 4
• Distributors: 600,000+
• Employees: 595
• Headquarters: Irvine, Calif.
• Executive: Kay Napier
• Year Founded: 1980

36. FORDAYS Co. Ltd.

2010 Revenue: $350 million
Country: Japan

FORDAYS sells nutritional products that focus on beneficial nucleic acids through scientific R&D and testing.

• 2009 Rank: 36
• 2009 Revenue: $344 million
• Marketing Style: Person-to-person
• Compensation Plan: Not available
• Products: Nutritional
• Markets: 1
• Distributors: 210,000
• Employees: 195
• Headquarters: Tokyo, Japan
• Year Founded: 1999

37. Nature’s Sunshine Products Inc.

2010 Revenue: $349 million
Country: USA

When Nature’s Sunshine began almost 39 years ago, it offered encapsulated herbs to customers. Today, the company’s product line includes a large selection of herbal, vitamin, mineral and nutritional supplements as well as skin-care products.

• 2009 Rank: 37
• 2009 Revenue: $343 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Aromatherapy, nutritional supplements and skin-care products
• Markets: 41
• Distributors: 685,000
• Employees: 1,073
• Headquarters: Provo, Utah
• Executive: Michael Dean
• Year Founded: 1972
• Stock Symbol: NATR—NASDAQ

38. NOEVIR Co., Ltd.

2010 Revenue: $345 million
Country: Japan

The Noevir Group consists of 13 companies, headed by Noevir Co. Ltd. in Japan. The Noevir Group distributes its portfolio of brands through a variety of channels, including direct sales, retail and business-to-business.

• 2009 Rank: 20
• 2009 Revenue: $613 million
• Marketing Style: Person-to-person, retail and business-to-business
• Compensation Plan: Single-level
• Products: Skin-care, body-care, nutritional supplements and cosmetics
• Markets: 8
• Distributors: 180,000
• Employees: 1,017
• Headquarters: Japan
• Executive: Takashi Okura
• Year Founded: 1964
• Stock Symbol: 4916/TYO SE

39. Southwestern

2010 Revenue: $337 million
Country: USA

Southwestern is the oldest direct selling company in the nation. It began a summer program for students to help finance their college education through selling Bibles and books to families. Today, Southwestern markets an integrated learning system through a salesforce of over 3,000 independent college students. 

• 2009 Rank: N/A
• 2009 Revenue: N/A
• Marketing Style: Door-to-door, sales
• Compensation Plan: Multi-level
• Products: Family-oriented educational reference books and software
• Markets: 2
• Distributors: 2,800
• Employees: 452
• Headquarters: Nashville, Tenn.
• Executive: Henry Bedford
• Year Founded: 1855

40. KK ASSURAN

2010 Revenue: $333 million
Country: 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.

• 2009 Rank: 34
• 2009 Revenue: $375 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Skin-care
• Markets: 1
• Distributors: 500,000
• Employees: 410
• Headquarters: Fukuoka, Japan
• Year Founded: 1994

41. LR Health & Beauty Systems

2010 Revenue: $307 million
Country: Germany

LR Health & Beauty Systems attributes its success to four distinctive key factors: top products with German quality standards, portfolio of celebrities, unique marketing plan and car concept.

• 2009 Rank: 42
• 2009 Revenue: $295 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Well-being and beauty products and supplements, jewelry and luxury items
• Markets: 31
• Distributors: 300,000
• Employees: 1,000
• Headquarters: Nordrhein-Westfalen, Germany
• Executive: Dr. Jens M. Abend
• Year Founded: 1985

42. Aerus Holdings Inc. LLC

2010 Revenue: $300 million
Country: USA

Aerus products are marketed through in-home demonstrations and more than 500 sales centers in North America. Aerus is owned by an investment firm led by Joseph P. Urso, which also owns TriStar Enterprises and Vollara.

• 2009 Rank: 39
• 2009 Revenue: $300 million
• Marketing Style: Person-to-person, door-to-door and franchise
• Compensation Plan: Single-level hybrid and multi-level
• Products: Vacuum cleaners, air purifiers, cleansers, allergy control products, nutritional supplements and electronic equipment
• Markets: 23
• Distributors: 35,000
• Employees: 350
• Headquarters: Dallas, Texas
• Executive: Joseph P. Urso
• Year Founded: 1924

42. Sunrider

2010 Revenue: $300 million
Country: USA

Founded in 1982, Sunrider manufactures and sells more than 400 individual products, including high-quality herbal products as well as personal-care and household products.

• 2009 Rank: 28
• 2009 Revenue: $462 million
• Marketing Style: Person-to-person and retail
• Compensation Plan: Multi-level
• Products: Food and nutritional products, personal care and household products
• Markets: 42
• Distributors: 300,000
• Employees: 420
• Headquarters: Torrance, Calif.
• Executive: Dr. Tei-Fu Chen
• Year Founded: 1982

44. Cosway

2010 Revenue: $298 million
Country: Malaysia

Cosway is a subsidiary of Berjaya Group, a multinational conglomerate known for diversification. Manufacturers from all over the world work with Cosway to provide exclusive sales agreements to meet the needs of customers and sales agents.

• 2009 Rank: 55
• 2009 Revenue: $225 million
• Marketing Style: Person-to-person
• Compensation Plan: Retail/multi-level hybrid
• Products: Supplements, skin-care, personal-care, cosmetics, household products, car care, food items and lingerie
• Markets: 11
• Distributors: Not available
• Employees: Not available
• Headquarters: Kuala Lumpur, Malaysia
• Year Founded: 1979
• Stock Symbol: 288—HKG

45. Eureka Forbes Ltd.

2010 Revenue: $272 million
Country: India

Eureka Forbes is a pioneer in purifiers and vacuum cleaners for the home. Part of the Shapoorji Pallonji Group, this company reaches customers in 131 cities and 398 towns in India through company-trained technicians who visit over 20,000 Indian kitchens daily.

• 2009 Rank: 48
• 2009 Revenue: $272 million
• Marketing Style: Person-to-Person
• Compensation Plan: 60% fixed/40% variable
• Products: Water purifiers, vacuum cleaners, security and industrial systems
• Markets: 30
• Distributors: 25,200
• Employees: 8,000
• Headquarters: Mumbai, India
• Executive: Suresh Goklaney
• Year Founded: 1982

46. Isagenix International

2010 Revenue: $256 million
Country: USA

Isagenix earned a spot on Inc. magazine’s list of fastest-growing companies in the United States for three straight years. The company offers nutritional cleansing and replenishing products as well as skin-care, anti-aging and weight-management products.

• 2009 Rank: 50
• 2009 Revenue: $245 million
• Marketing Style: Person-to-person
• Compensation Plan: Binary multi-level
• Products: Nutritional cleansing and replenishing products as well as skin-care, anti-aging and weight-management products
• Markets: 8
• Distributors: 25,000
• Employees: 300
• Headquarters: Chandler, Ariz.
• Executive: Jim Coover
• Year Founded: 2002

47. Neways, Inc.*

2010 Revenue: $250 million*
Country: USA

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

Neways designs, manufactures and distributes approximately 300 personal care items, including cosmetics and hair-care products, aromatherapy items and nutritional supplements.

• 2009 Rank: 32
• 2009 Revenue: $400 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Nutritional, personal care and household products
• Markets: 36
• Distributors: 350,000
• Employees: 800
• Headquarters: Springville, Utah
• Executive: Scott St. Clair
• Year Founded: 1992

47. XANGO, LLC

2010 Revenue: $250 million
Country: USA

XANGO is known for its mangosteen-based beverages such as XANGO^® Juice and XANGO^® Reserve, but also sells Glimpse^® Topical Skin Nutrition, XANGO 3SIXTY5^® multivitamin, Eleviv™ supplement, Juni™ hair-care and body-care, and XANGO Meal Packs.

• 2009 Rank: 49
• 2009 Revenue: $250 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Functional beverages, nutritional supplements and skin-care products
• Markets: 34
• Distributors: 1.4 million
• Employees: 450
• Headquarters: Lehi, Utah
• Executive: Robert Conlee
• Year Founded: 2002

49. Vivint, Inc.

2010 Revenue: $245 million
Country: USA/Canada

Vivint is one of the largest home automation companies in North America. Operating from offices throughout the United States and Canada, the company retains more than 5,000 employees and services close to 500,000 customers.

• 2009 Rank: N/A
• 2009 Revenue: N/A
• Marketing Style: Direct sales, door-to-door, and inside call center
• Compensation Plan: Not available
• Products: Home automation, energy management and residential security
• Markets: Not available
• Distributors: Not available
• Employees: 5,000
• Headquarters: Provo, Utah
• Executive: Todd Pedersen
• Year Founded: 1999

50. Charle Corp. Ltd.

2010 Revenue: $240 million
Country: Japan

Charle Corporation Ltd. is a Japan-based company, principally engaged in the wholesale of women’s undergarments. The company sells its products through distributors through home parties, specialty stores and agent stores.

• 2009 Rank: 58
• 2009 Revenue: $200 million
• Marketing Style: Party plan, door-to-door, retail
• Compensation Plan: Not available
• Products: Women’s lingerie, cosmetics
• Markets: 35
• Distributors: Not available
• Employees: 367
• Headquarters: Hyogo, Japan
• Year Founded: 1993
• Stock Symbol: 288—HKG

50. KOYO-SHA

2010 Revenue: $240 million
Country: Japan

KOYO-SHA is part of the Goyang Company. Its products include cosmetics, bath products, nutritional supplements, medical devices, detergents and personal-care. The company has manufacturing plants, hotel affiliations and more.

• 2009 Rank: 43
• 2009 Revenue: $291 million
• Marketing Style: Person-to-person
• Compensation Plan: Multi-level
• Products: Nutritional supplements, cosmetics and personal-care products
• Markets: 1
• Distributors: 300,000
• Employees: 150
• Headquarters: Gife, Japan
• Year Founded: 1975

50. Naturally Plus Co. Ltd.

2010 Revenue: 240 million
Country: Japan

Naturally Plus is a Tokyo-based company selling health-related products. It focuses on increasing people’s “three healths” of mental health, economic health and social health. Products include Naturally Plus, Super Lutein, IZUMIO and others.

• 2009 Rank: 46
• 2009 Revenue: $275 million
• Marketing Style: Membership direct selling system
• Compensation Plan: Multi-level
• Products: Nutritional products
• Markets: 5
• Distributors: Not available
• Employees: 297
• Headquarters: Tokyo, Japan
• Executive: Takaaki Nagoshiirman
• Year Founded: 1999

*Denotes the company declined participation
‡2009 figures adjusted due to new data