Top 10 Direct Selling Companies in North America: Market Insights 2025

The North America direct selling market reached a value of about USD 175.19 billion in 2024. The market is projected to grow at a CAGR of 1.6% in the forecast period of 2025-2034 to reach around USD 204.89 billion by 2034. 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

Direct Selling News: Digital Expansion & Product Launches 2025

On January 21, 2025, Pump Supplies announced two strategic distribution agreements with Xylem, expanding its role in the UK’s water technology sector. The deal assigns Pump Supplies to sell Xylem pumps to 250 UK-based customers, while PDAS, its sister company, becomes the exclusive distributor for Xylem’s packaged pumping stations and Adoptable Pump Station (DCG) installations, reinforcing their long-term collaboration.

On January 15, 2025, GALLO announced a partnership with Spritz Society to expand its award-winning ready-to-drink wine-based cocktails across major U.S. retailers. Initial distribution begins in South Carolina, Illinois, Texas, and Florida, with a nationwide launch in March 2025. This collaboration aligns with GALLO’s mission to offer versatile and approachable wine-based beverages.

On November 20, 2024, PURE Bioscience partnered with AFCO, a Zep Company, to expand the distribution of its silver dihydrogen citrate (SDC) antimicrobial products. This multi-year agreement strengthens PURE’s presence in the food and beverage industry, leveraging AFCO’s extensive network to enhance supply chain efficiency and product reach across North America.

On December 23, 2024, Esthetics International Group (EIG) renewed its 5-year exclusive distributorship for Dermalogica skin care products. Additionally, new 2-year agreements were signed for Thailand and Hong Kong, effective January 1, 2025. EIG continues to distribute through 59 AsterSpring salons and a professional network of 1,000+ skincare providers across ASEAN and Hong Kong.

Top 10 Direct Selling Companies in North America: Growth & Product Trends

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.