Direct Selling brands ranked

By Deanna Utroske contact

- Last updated on GMT

Direct Selling brands ranked

Related tags: Multi-level marketing

A notable direct selling and network marketing publication just released its 2016 list of revenue leading companies. Several cosmetics and personal care businesses made the cut.

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.

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