Direct Selling brands ranked

This year’s list is the sixth edition of Direct Selling News’ company rankings and helps illustrate the global reach and economic influence of direct-to-consumer brands. The final version will appear in print this June.

Top ten​

Amway tops the list this year with $9.50bn in revenue (for 2015). That company sells not only beauty products but also items in the health and home care categories.

Avon is at number 2, with $6.16bn. Though, Direct Selling News takes pains to note that “at the end of 2015, Avon Products sold its North American business to Cerberus Capital Management. New Avon is now a privately held company.” ​And, “the revenue figures listed here reflect Avon Products’ year-end filing with the SEC.” ​(Read Cosmetics Design’s coverage of New Avon here​.)     ​

Mary Kay is the next cosmetics company on the list, at number six. In 2015 May Kay brought in $3.7bn in revenue.

Perfect, a direct sales operation out of China, is at number 7 with $3.58bn. That company sells beauty and personal care items but also does business in health foods, household items, and more.

Brazil’s Natura is at number 8, having brought in $2.48bn in revenue for 2015. That company recently made the news for its affiliation with Sentinels of the Forest, a regional sustainability initiative​ involving tribal peoples and Brazil nut processing.

And at number 10 is the anti-aging skin care company Nu Skin with $2.25bn in revenue.

Smaller scale​

Other well-known cosmetics and personal care companies on the Direct Selling News list include Oriflame with $1.35bn, Jeunesse with $1.09bn, and New Avon with $1.01bn (according the company’s latest SEC filing, as mentioned above).

The publication notes, “Jeunesse’s…net sales revenue includes $73.10 million in acquisition revenue.” ​This company made headlines last year when TINA.org filed a deceptive advertising complaint against Jeunesse​ with the FTC and Florida Attorney General. 

Newly international Rodan + Fields​ brought in $624m, LR Health & Beauty $306m, Menard Cosmetics $198m, and Naris Cosmetics $178m.