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Report Overview
The North America direct selling market size was valued at USD 177.99 Billion in 2025. The industry is expected to grow at a CAGR of 1.60% during the forecast period of 2026-2035 to reach a value of USD 208.61 Billion by 2035. Ongoing product innovations and industry recognition are interdependent factors boosting market growth.
Companies in the North American direct selling market, that consistently launch differentiated, purpose-driven products, especially in the nutrition, wellness, and lifestyle segments, are better positioned to remain relevant to consumers and deliver persuasive value propositions to distributors. Meanwhile, official acknowledgment by industry organizations serves as a multiplier of credibility, indicating quality, ethical conduct, and marketing efficiency to both distributors and final consumers. In a marketplace where trust and product efficacy are the most direct drivers of purchase decisions, this combination improves distributor acquisition and retention, boosts the sell-through of new introductions, and speeds up market acceptance. Innovation pipelines create networks in a positive cycle of product adoption, distributor confidence, and brand equity, which form the foundation of long-term growth of the North American direct selling market.
The commercial and distributor impact of this North American direct selling market dynamic is evident in Herbalife’s recent milestones. In April 2024, Herbalife V, its vegan and organic product line, won the Direct Selling Association Marketing and Sales Campaign Award at DSA Engage 2024, validating the company’s product positioning and campaign effectiveness. Further strengthening its industry position, Herbalife received the DSA 2025 Vision of the Future award in October 2025, which enhanced brand credibility and supported stronger distributor alignment.
2025
Base Year
2019-2025
Historical Period
2026-2035
Forecast Period
Compound Annual Growth Rate
1.6%
Value in USD Billion
2026-2035
*this image is indicative*
| North America Direct Selling Market Report Summary | Description | Value |
| Base Year | USD Billion | 2025 |
| Historical Period | USD Billion | 2019-2025 |
| Forecast Period | USD Billion | 2026-2035 |
| Market Size 2025 | USD Billion | 177.99 |
| Market Size 2035 | USD Billion | 208.61 |
| CAGR 2019-2025 | Percentage | XX% |
| CAGR 2026-2035 | Percentage | 1.60% |
| CAGR 2026-2035 - Market by Country | Canada | 1.8% |
| CAGR 2026-2035 - Market by Country | USA | XX% |
| CAGR 2026-2035 - Market by Type | Single Level Marketing | 2.2% |
| CAGR 2026-2035 - Market by Application | Household Goods | 2.3% |
| Market Share by Country 2025 | USA | 87.9% |
Key Trends and Recent Developments
Strategic Acquisitions Expand Portfolio and Channel Capabilities
The acquisition strategy is empowering direct selling firms in North America to expand product portfolios and enhance the adjacent sales channels. In December 2024, USANA Health Sciences bought a majority stake of 78.8% in Hiya Health Products, a high-growth children's wellness brand and an excellent D2C subscription brand. The move enabled USANA to add another channel of consumer access to supplement its conventional direct selling business, which will enable it to grow and expand the category using a scalable strategy.
Geographic Expansion of Emerging Wellness Brands Broadens Market Depth
As innovation-based wellness companies expand into new North American regions, distribution opportunities in the North America direct selling market are expanding, as is consumer choice. For instance, in January 2025, following a thriving market in the United States, Oliveda International announced the launch of its brand, Olive Tree People, in Canada. This expansion shows how the idea of unique items, such as "the waterless beauty," is being used to support direct selling networks and increase market penetration in the region.
Expansion of Direct Sales Infrastructure Enhances Market Penetration
With businesses building localized selling infrastructure to improve client interaction and distribution efficiency, the North American direct selling market is booming. Having region-specific sales teams will allow working with customers more closely, shortening feedback loops, and building a strong brand presence, especially when dealing with highly technical product segments. These expansions are also indicative of long-term investment in the area and a partnership with scalability in consolidating direct sales with the wider distributor and partnership network. The trend can be seen in October 2023, when CAP-XX Limited declared the introduction of its direct sales capacity in North America through sales appointments.
Product Portfolio & Innovation Expansion
The North America direct selling market is also characterized by innovation and the introduction of new products that people offer, which has served as a key driver of growth as it has helped companies to gain new customers and multiply their revenue opportunities. Portfolios' growth in health, wellness, and customized solutions improves competitiveness and relevancy to the markets. It was demonstrated in the case of Zinzino merging with It Works! in January 2026 to receive its innovative product line and operational resource base to enhance its direct selling offerings.
Strategic Sales Network Expansion Drives Market Growth
The increasing power of localized sales and distribution systems is fueling the North America direct selling market value, as the companies can scale more rapidly by drawing on regional experience and familiarity with local customers. Using the services of the manufacturer representatives and channel partners, the firms can lower the barriers to entry, enhance the responsiveness of the firms to the customer, and promote the design adoption in the industries. For example, EMASS, a subsidiary of Nanoveu Limited, began hiring sales agents in the United States in August 2025 and plans to expand to Europe.
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North America Direct Selling Industry Segmentation
The EMR’s report titled “North America Direct Selling Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
- Single-Level Marketing
- Multi-Level Marketing
Key Insights: The North America direct selling market scope comprises two types, including Single-level marketing (SLM) and multi-level marketing (MLM), engaging in different modes of engagement. SLM players like Pure Romance and Pampered Chef emphaze direct client sales with clear-cut commission schemes and experience-based product demos. On the other hand, MLM companies like Neora and Younique are employing the concept of layered networks inside the distributor, incentive-based programs, and community-based selling to gain scalability. In order to improve distributor productivity, retention, and market penetration, companies are increasing their investments in social commerce platforms, digital engagement technologies, and online to offline selling methods.
Market Breakup by Application
- Wellness
- Cosmetics
- Household Goods
- Others
Key Insights: The North America direct selling market caters to various applications across sectors such as wellness, cosmetics, household goods, and other lifestyle segments. Wellness companies like LifeVantage Corporation grow through personal health delivery and online subscriptions, whereas cosmetic-specific firms like Younique are using social commerce and influencer marketing as tools to build beauty affiliations. Leading firms in the household goods category, such as Cutco/Vector Marketing, focus on the utility of the products and customer demonstrations. Other players like Scentsy, Inc., that are niche players, are those that are involved in expanding lifestyle portfolios through the innovation of scented home products.
Market Breakup by Country
- United States of America
- Canada
Key Insights: The United States and Canada are the foundation of the North America direct selling market, supported by an established network of distributors, an increasing rate of digital adoption, and high consumer awareness. In the United States, organizations such as USANA Health Sciences, Inc. and Scentsy, Inc. customize direct selling through engagement of omnichannel, social commerce, and compliance-based infrastructure to penetrate the market even further. The Canadian operations enjoy brand extension across borders as well as localized distributor support programs, with companies like Mary Kay Inc. and Beachbody, LLC actively tailoring products, training, and community services to regional markets. Economic statistics of the aggregate industries prove that resilience and opportunities in the region remain even under the present circumstances. This is indicated in the 2025 STATS Report of the World Federation of Direct Selling Associations, which states that the world shows stability in direct selling and is experiencing growth with a significantly large involvement of North American markets.
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North America Direct Selling Market Share
By type, single-level marketing is popular due to its easy commission structure
Single-level marketing (SLM) fosters the growth of North America direct selling market because it enables firms to sell targeted product lines without elaborate complexity in the downline hierarchy. Pure Romance and Pampered Chef brands are sold directly to consumers, such as adult wellness, bath and body, and lifestyle products, and kitchen tools and home goods, respectively. These portfolios contribute to the easy models of commission and the promotion of digital-first sales experiences, assisting sellers with establishing customer relations without any hierarchical barriers to recruiting.
| CAGR 2026-2035 - Market by | Type |
| Single Level Marketing | 2.2% |
| Multi-Level Marketing | XX% |
The North America direct selling market is observing strong growth from the multi-level marketing (MLM) type, which is built on the premise of product portfolios and distributor networks to create scale and community growth. For instance, Nu Skin Enterprises, Inc. sells personal care and dietary supplements under the Nu Skin and Pharmanex brands, and Younique sells beauty and cosmetics that are advertised by independent sellers through social channels. The portfolios allow distributors to receive commissions on individual and team sales, which increases the expansion of the network and encourages continued participation in a wide category.
By application, the wellness category shows notable demand driven by ongoing product innovations
The wellness category shows robust growth in the North America direct selling market, with direct selling companies increasing their portfolios with new innovative products to meet holistic health requirements. For instance, Amare Global introduced its Skin to Mind line of skincare, which combines both dermatology and neuroscience to help with both apparent skincare advantages and mental health, expand its existing wellness of ingestible products into beauty. This product line adds high-demand, dual-benefit items that appeal to today's health-conscious consumers to the distributors' product selections.
| CAGR 2026-2035 - Market by | Application |
| Household Goods | 2.3% |
| Cosmetics | 2.0% |
| Wellness | XX% |
| Others | XX% |
Cosmetics contribute substantially to the North America direct selling market revenue as direct selling companies are refining and building beauty portfolios. Mary Kay Inc. has stayed inventive in its skincare, color cosmetics, and personal care categories, such as TimeWise, Clinical Solutions, and makeup basics, which give independent consultants the complete beauty product line. The acknowledgment, such as the number 1 direct-selling skincare and cosmetics brand in Euromonitor, solidifies how the reputation of the product increases the strength of the distributor in their conviction and sales.
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Purchase the Regional Overview for USD 1099
If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.
Purchase the Regional Overview for USD 1099
If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.
North America Direct Selling Market Regional Analysis
By region, the United States leads the market growth driven by the ongoing product innovation
The continued growth of the product portfolio in the wellness, nutrition, and functional lifestyle segment in the United States contributes significantly to the North America direct selling market. As industry leaders, competitors like Herbalife offer a variety of products, such as energy pills and weight-management smoothies, to keep distributors interested. For instance, in November 2025, Herbalife expanded the range of functional beverages it offers and made its Liftoff® energy line more appealing to distributors by adding additional Cola and Ginger Beer flavors.
| 2025 Market Share by | Country |
| USA | 87.9% |
| Canada | XX% |
Canada has emerged to be a lucrative business destination for the North America direct selling market players due to the introduction of cross-border portfolios and localized support plans to enhance distributor competitiveness. Rodan + Fields and Mary Kay Inc. brands tailor promotions and product blends to the Canadian consumer trends and make them relevant and more adaptive. For instance, with the introduction of its Tranont For Her line of supplements at its 2025 global convention, Canadian distributors got access to a segment of the wellness product that targets the needs of women's health to boost the company's expansion across the border of the United States.
Competitive Landscape
Major North America direct selling market players are increasingly seeking strategic alliances, channels of distribution, and channel expansion programs to speed up market penetration and enhance regional presence. Partnerships with local players help gain a quicker entry to well-known customer bases, familiarity with regulations, and infrastructure. These initiatives also aid companies in streamlining go-to-market tactics, decreasing operational risks, and aligning offerings to the region-specific demand trends, which all contribute to long-term market development.
Business model optimization and the process of portfolio diversification are also becoming priorities of companies to stay afloat in the face of changing trends in the North America direct selling market. Players can meet wider customer demands by diversifying products, moving to adjacent segments, optimizing sales models, and overcoming the risks of concentration in revenue. These strategic realignments promote scalability and cost efficiency as well as enable direct selling companies to react better to changes in consumer preferences and competitive intensity.
Amway Corp.
Amway Corp. is an international direct selling organization that deals with nutrition, beauty, and home care items utilizing an elaborate network of independent distributors. The company was established in 1959, based in Ada, Michigan, United States, and it operates in various international markets.
Herbalife Nutrition Ltd.
Herbalife Nutrition Ltd. is a company that deals with health, wellness, and nutritional products through a direct-selling model that targets consumers all over the world. The company was founded in 1980, and its headquarters is in Los Angeles, California, US, though it has a significant presence in the North America direct selling market, Asia-Pacific, and EMEA.
Nu Skin Enterprises, Inc.
Nu Skin Enterprises, Inc. deals with high-quality personal care, beauty, and wellness solutions with the help of a technology-based direct selling ecosystem. The company was established in 1984 and is based in Provo, Utah, United States, and offers its customers services in many markets worldwide.
Tupperware
Tupperware is a popular company in food storage and kitchen solutions and is based on a model of providing products by direct sales and social shops. The company was established in the year 1946 and is based in Orlando, Florida, United States, with a long history of international distribution presence.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other players in the market include USANA Health Sciences, Inc., Scentsy, Inc., Beachbody, LLC, Plexus Worldwide, LLC, Nature's Sunshine Products, Inc., and For Days, among others.
Key Highlights of the North America Direct Selling Report
- Detailed Historical Performance and Forecasting: The report will not only provide the performance of the past market in detail but will also show accurate forecasts using the time frame of the forecast through 2035 until the future so that businesses will be able to trace the trends, envisage growth, and strategize.
- Information about Product Innovations: See new product releases, new lines, wellness, cosmetics, household goods, and new concepts building the direct selling arena. This assists the stakeholders in locating the differentiation and competitive advantage opportunities.
- Comprehensive Competitive Landscape Profiling: The report outlines the top domestic and international direct selling firms, product lineup, distribution models, M&A deals, and joint initiatives to gain a clear insight into how they have positioned themselves in the market.
- Regional Analysis and Emerging Growth Areas: Learn about market dynamics in the United States, Canada, and such sub-regions, which identify emerging geographies, local consumer trends, and distribution expansion strategies that drive the growth of North American direct selling.
- Investment Credible Research Supported by Data: Encompasses market intelligence to act based on growth, dependable investment, and chances of investment to generate long-term worth to the distributor, investors, and the industry.
Why Choose Expert Market Research?
- Credible Findings of Preliminary Research: Supported with decent interviews, questionnaires, and secondary sources, which provide reliable and credible data.
- Actionable Strategic Intelligence: Provides the ability of the companies to make informed business, marketing, and expansion decisions based on the North American direct selling ecosystem.
- Segment- and Region-Specific Analysis: Provides a granular perspective of the market by type, application, and geography to make a specific strategy.
Call to Action
Explore the latest trends shaping the North America Direct Selling Market 2026-2035 with our in-depth report. Gain strategic insights, future forecasts, and key market developments that can help you stay competitive. Download a free sample report or contact our team for customized consultation on North America direct selling market trends 2026.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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Key Questions Answered in the Report
The market is projected to grow at a CAGR of 1.60% between 2026 and 2035.
Key strategies driving the market include portfolio diversification, digital and social commerce adoption, geographic expansion, distributor network strengthening, and strategic partnerships.
The key trends fuelling the growth of the market include expansion of ecommerce in North America and rising demand for cosmetic products.
The significant types in the market are single-level marketing and multi-level marketing.
The major countries in the market are the United States and Canada.
The various applications of the market include wellness, cosmetics, and household goods, among others.
In direct selling, end consumers are able to purchase products directly from distributors who typically earn a small income on every sale.
The key players in the market include Amway Corp., Herbalife Nutrition Ltd., Nu Skin Enterprises, Inc., Tupperware, USANA Health Sciences, Inc., Scentsy, Inc., Beachbody, LLC, Plexus Worldwide, LLC, Nature's Sunshine Products, Inc., and For Days, among others.
In 2025, the North America direct selling market reached an approximate value of USD 177.99 Billion.
Major challenges include regulatory compliance, distributor retention, market saturation, evolving consumer preferences, and competition from e-commerce platforms.
Report Summary
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by Type |
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| Breakup by Application |
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| Breakup by Country |
|
| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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