Top 10 Companies Dominating the North America Direct Selling Market

The North America direct selling market reached a value of about USD 175.19 billion in 2023. The market is projected to grow at a CAGR of 1.6% in the forecast period of 2024-2032 to reach around USD 204.89 billion by 2032. As per the analysis by Expert Market Research, the market is expected to be driven by the growth in internet users and social media influence, and the growing demand for wellness and personal care products.

Integrating online platforms with direct selling and incorporating social commerce and affiliate marketing can broaden the customer reach and boost sales. By harnessing digital marketing tools, social media, and virtual communities, sales representatives can enhance customer engagement and drive sales expansion. In 2023, 97% of the North American population use the internet and in 2024, 71% is actively engaged on social media. Digital marketing is transforming direct selling businesses by enhancing user interactions and bolstering their status in the North America direct selling market.

According to the Direct Selling Association (DSA), The USA had over 6.7 million direct sellers in 2022, over 75% of which were female. The country has over 6.2 million individuals working as part-time direct sellers and 0.5 million working as full-time direct sellers. The largest age group among direct sellers is the 35-44 age bracket, representing 26% of the total direct selling population, closely followed by the 45-54 age group, which makes up 24% of all direct sellers, supporting the North America direct selling market growth.

The demand is fueled by the focus on health and well-being, leading consumers to seek products that promote both physical and mental wellness. Consequently, the market for healthcare and wellness products is experiencing significant growth, while evolving lifestyles and an emphasis on self-care and personal appearance further contribute to the demand for grooming products, including skincare, cosmetics, and hair care items. 

In March 2024, Amway Corp. announced to invest USD 127.6 million for its expansion in West Michigan to create 260 high-paying new jobs in manufacturing and research and development.

Figure: Internet Users in North America (% of the Population), 2018-2023

Top 10 Direct Selling Companies in North America:

Amway Corp.

Amway Corp also known as Amway is a leading direct selling FMCG Company. Amway has a presence in more than 100 countries and territories across six continents. The company's product range spans four categories: Nutrition, Beauty, Home, and Energy + Sport. The company has more than one million Amway Business Owners (ABOs) globally.

Herbalife Nutrition Ltd.

Herbalife is a leading nutrition company, recognised globally as the number one brand in active and lifestyle nutrition. The company uses a direct-selling business model to distribute and market nutrition products to and through a global network of independent members. Herbalife Nutrition provides a diverse product lineup, including healthy weight, specialized nutrition, and others.

Nu Skin Enterprises, Inc.

Nu Skin Enterprises, Inc. is a leading global direct-selling company specialising in personal care products and dietary supplements. The company works on the multi-level marketing model, where Nu Skin distributors, called Brand affiliates, market and sell the company's products. The company is known for its anti-ageing solutions and IoT connected beauty devices.

Tupperware

Tupperware is a global consumer products company known for its innovative, functional, and environmentally responsible product designs. The company holds over 8,500 functional design and utility patents for solution-oriented kitchen and home products. The company offers baking tools, bowls and plates, chopping, cleaning, countertop storage, and drinkware related products.

USANA Health Sciences, Inc.

The company is a global leader in health and wellness that develops and manufactures high-quality nutritional supplements, healthy foods, and personal care products. Currently, the company operates in 25 countries with 483K active customers.

Scentsy, Inc.

Scentsy, Inc. is a U.S.-based direct-selling company specialising in fragrance products, including scented wax, warmers, essential oils, and diffusers. The company also produces high-quality laundry and personal care products. The company operates through a network of independent consultants who sell products at home parties and online.

Beachbody, LLC

The Beachbody Company is the parent of the Beachbody On Demand streaming platform (BOD) and the live streaming subscription BODi. The company has set the benchmark for community-based in-home fitness with thousands of workouts and 100+ programs and partnered with registered nutritionists and culinary experts to develop meal plans and supplements to fulfil consumers nutritional needs.

Plexus Worldwide, LLC

Plexus Worldwide, LLC is a health and wellness company known for its dietary supplements, weight management products, and personal care items. The company operates through a multi-level marketing (MLM) model and offers additional perks to valued customers. The company has launched a 12-week program named Pivotal, designed to complement Plexus products and help in healthy living. It also offers customers customisable advanced combo packs for customer convenience.

Nature's Sunshine Products, Inc.

Nature's Sunshine is a health and wellness company that produces and sells high-quality dietary supplements, personal care, and essential oil products. The company encapsulates herbs and other raw materials (resulting in over 600 products) in state-of-the-art facilities and ships them to over 40 countries, directly to the company sales force of more than 500,000 active independent managers, distributors, and customers.

For Days

For Days is a circularity-focused sustainable fashion brand. The company has a strong online presence and product portfolio includes clothing, shoes, lifestyle and personal care products for men, women, and kids. Reduced textile waste and environmental effect are the goals of For Days, which promotes zero-waste production and ethical consumption. The brand got featured in reputed magazines such as Vogue, Entrepreneur, Daily Beast and Fast Company.