Top 10 North America Direct Selling Companies 2026

The North America direct selling market was valued at USD 177.99 Billion in 2025. It is projected to grow at a CAGR of 1.60% during the forecast period of 2026-2035, reaching USD 208.61 Billion by 2035. 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, the rising adoption of social commerce, and the growing demand for wellness, beauty, and personal care products across the region.

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 percent of the North American population use the internet and in 2024, 71 percent 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.

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According to the Direct Selling Association (DSA), The USA had over 6.7 million direct sellers in 2022, over 75 percent 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 percent of the total direct selling population, closely followed by the 45-54 age group, which makes up 24 percent 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.

Latest Updates on Top Direct Selling Companies in North America

In March 2026, Nu Skin Enterprises appointed Chelsea Lantz as interim Chief Financial Officer following James Thomas stepping down. Lantz, who has been with Nu Skin since 2011 and most recently served as corporate controller, has led the company's cost-improvement efforts driving a significant year-over-year increase in earnings per share.

In March 2026, BODi (NASDAQ: BODI), parent company of The Beachbody Company, launched a new line of P90X performance supplements as part of P90X Generation Next. Key products include P90X Whey, P90X Creatine, Pre-Workout, Hydration, and Energy sticks featuring proprietary P90X-Factor blends, sold via the BODi online shop and subscription tiers starting at USD 9.99 per month.

In March 2026, The Beachbody Company announced its plan to enter the retail market of grocery, drugstores, mass merchants, and club stores for the first time ever in Q2 2026 with its new P90X nutrition line, marking a strategic shift away from its legacy multi-level marketing model toward a hybrid digital and retail business.

In February 2026, Nu Skin Enterprises reported fourth quarter and full-year 2025 revenue and earnings within guidance, with more than 50 percent growth in earnings for 2025. The company forecasted a return to year-over-year revenue growth by year-end 2026, supported by the global rollout of its Prysm iO intelligent wellness device and pre-market activities in India.

In February 2026, BODi amended its existing credit facility with Tiger Finance to revise financial covenants and provide enhanced flexibility to support its 2026 growth initiatives, with management citing eight consecutive quarters of positive adjusted EBITDA and improved liquidity.

In January 2026, Nu Skin Enterprises participated in the ICR Conference in Dallas through a fireside chat moderated by Stonegate Capital Partners, alongside USANA Health Sciences, LifeVantage, and Beachbody. The session highlighted the shift across direct selling brands toward retail, hybrid, and direct-to-consumer go-to-market models in the nutrition, beauty, and wellness sectors.

Top 10 Direct Selling Companies in North America

1. 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 and continues to invest heavily in microbiome innovation, advanced manufacturing, and skincare research.

2. 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. The company recently introduced its MultiBurn dietary supplement for metabolic health and was named to U.S. News & World Report's 2025-2026 Best Companies to Work For list.

3. 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. Nu Skin recently launched its Prysm iO intelligent wellness device, a non-invasive scanner that measures skin carotenoid levels to deliver personalized product recommendations.

4. 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. Following its Chapter 11 restructuring in 2024, Tupperware now operates under Party Products LLC and continues to leverage its iconic brand legacy across digital and direct selling channels.

5. 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. USANA recently rolled out the next-generation Celavive skincare line and launched its Health Professional Advisory Council to strengthen credibility and product education for its Brand Partners worldwide.

6. 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. Scentsy continues to release seasonal catalogues with new fragrances, warmers, and limited-edition collections to engage its consultant network and end customers.

7. 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. The company has launched P90X Generation Next and a new line of P90X performance supplements, while also entering retail channels for the first time in 2026.

8. 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 and is widely recognised for its gut health innovation and patented microbiome products.

9. 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. The brand has built a reputation as a pioneer of herbal encapsulation with deep roots in plant-based wellness.

10. 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.