Getting to Know About Natura

Natura is a Brazilian cosmetics direct seller that was established in 1969.

Natura is a Brazilian cosmetics direct seller that was established in 1969. It is definitely not a newcomer. However, mostly because its operations were focused only in Brazil for many years, it is not as known as the world’s other larger direct selling companies.

However, it is the 8th largest player in the global industry as of 2015 year-end. Last year, Natura’s total sales was more than USD 2.4 billion. To compare, Natura’s sales volume is higher than companies’ like Tupperware, Nu Skin, Oriflame, Jeunesse or USANA that are familiar names to many.


FTC v. Herbalife Settlement: First Take

MLM Attorney Jeffrey A. Babener's Legal Perspective On Herbalife .v FTC Settlement

This week’s author Jeffrey A. Babener is the principal attorney in the law firm of Babener & Associates.

For more than 25 years, he has advised leading U.S. and foreign companies in the direct selling industry, including many members of the Direct Selling Association. He has served as legal advisor to various NYSE direct selling companies, including Avon, Herbalife, USANA, and Nu Skin. Jeff has lectured and published extensively on direct selling. He is a graduate of the University of Southern California Law School. Jeff is an active member of the State Bars of California and Oregon.

Guest Post by Jeff Babener

Global Direct Selling Industry in 2015

Few weeks ago the WFDSA (World Federation of Direct Selling Associations) announced 2015 figures it had gathered from local organizations. Before that, we had Direct Selling News magazine’s company-specific sales volumes.

Both reports contain interesting statistics, especially from a comparative point of view. Let’s take a look at these numbers.

Regions and Countries

Oriflame: Will It Be Able to Shine Again?

What Does The Furuture Look Like For Oriflame?

Oriflame’s story begins in 1967 in a small office in Stockholm, Sweden. Three partners, Jonas and Robert af Jochnick brothers and Bengt Hellsten give a start by selling cosmetics through the direct sales method.

Company’s name originates from a royal banner of medieval France that was opened only on the battlefield. The original word  is “Oriflamme” and means “golden flame”. The first company logo is shown on the right.

The business grows in time, expands into some of the Western European countries and even goes public on the London Stock Exchange. Until late 1980s, Oriflame registers no major international success, though.

What Does The DSA Have To Say About The FTC Claiming VEMMA Is A Pyramid?

Direct Selling Association Preliminary Analysis - Federal Trade Commission Action against Vemma Nutrition Company

John W. Webb, Associate Legal Counsel & Senior Director, Government Relations of the Direct Selling Association wrote the following preliminary analysis on the FTC .vs Vemma pyramid allegations. 

Break Network Marketing News: Largest Global Direct Selling Companies of 2014

Direct Selling News Top 100


Direct Selling News has just released their Top 100 Global Direct Selling Company’s List for 2014

2014 Rank

Company Name

2013 Revenue

1 Amway $11.80B
2 Avon $9.95B
3 Herbalife $4.80B
4 Vorwerk $3.70B
5 Mary Kay $3.60B
6 Natura $3.20B
7 Nu Skin $3.18B
8 Tupperware $2.67B
9 Belcorp $1.96B
10 Oriflame $1.95B
11 Primerica $1.27B
12 Ambit Energy $1.20B
13 Telecom Plus $1.10B
14 Stream Energy $867M
15 Yanbal $848M
16 Miki $783M
17 Thirty-One $763M
18 Blyth $750M
19 USANA $718M
20 ACN $700M
21 New Era $678M
22 Market America $547M
23 Amore Pacific $520M
24 Forbes Lux $489M
25 Scentsy $485M
26 AdvoCare $460M
27 It Works! Global $456M
28 Noevir Holdings $455M
29 Isagenix $448M
30 COSWAY $440M
31 YoFoto $428M
32 Arbonne $413M
33 Better Way $407M
34 Nature’s Sunshine $378M
35 For Days $376M
36 Apollo $340M
37 Team National $332M
39 Team Beachbody $328M
40 LR Health & Beauty Systems $323M
41 4Life $300M
42 Longrich $292M
43 PM-International $284M
44 Neways $280M
45 Viridian Energy $267M
46 Jeunesse $257M
47 North American Power $256M
48 MENARD $255M
49 Southwestern Advantage $253M
50 Elken $233M
50 Origami Owl $233M
52 Take Shape For Life $229M
53 Vemma $221M
54 Nerium $219M
55 LG Household & Health Care $215M
55 Organo Gold $215M
57 Naris Cosmetics $214M
58 Charle $208M
58 LifeVantage $208M
60 Pro-Health $204M
61 CUTCO $200M
61 HEIM & HAUS $200M
63 Naturally Plus $199M
64 Rodan + Fields $196M
65 WorldVentures $195M
66 Family Heritage Life $192M
68 Huis Clos $184M
69 GNLD $178M
70 Mannatech $177M
71 Giffarine $176M
72 Enagic $170M
73 Diana $166M
73 BearCere’Ju $166M
75 Hy Cite $164M
76 Plexus $160M
77 Princess House $154M
78 Gano Excel $150M
79 Zija $144M
80 KOYO-SHA $141M
81 Zhulian Marketing $127M
82 Univera $118M
83 Nikken $115M
84 5LINX $112M
85 Vision International People Group $96M
85 Arsoa Honsha $96M
87 New Image $95M
88 Nefful $94M
89 Youngevity $86M
90 Akasuka $83M
91 Tastefully Simple $79M
92 Kleeneze $76M
94 Chandeal $72M
95 Momentis $71M
95 Seacret $71M
97 Ion Cosmetics $70M
98 Reliv $68M
99 CVSL $65M
100 Zurvita $63M

Direct Selling Association Honors 20 Largest DSA Member Companies

Top 20 Direct Selling CompaniesExecutives, Special Guests Gather in the Nation’s Capital to Applaud Direct Selling’s Achievements

On Monday, March 31, DSA honored the 20 Largest Direct Selling Association Member Companies with a formal dinner and reception in downtown Washington, D.C.

Based on 2013 DSA membership dues, which are representative of U.S. net sales, the 20 Largest DSA Member Companies in alphabetical order are:

With the U.S. Capitol building as a backdrop, honorees and special guests seized the opportunity to applaud company milestones and celebrate the successes of the previous year. In addition to direct selling executives, representatives of the Congressional Hispanic Leadership Institute, the Latino Coalition, the National Association for the Self-Employed, the Council of Better Business Bureaus, the Direct Marketing Association and the National Energy Marketers Association participated in the celebration.

“As I stand here, I see friends that have helped me in my journey,” said DSA Chairman and Scentsy CEO Orville Thompson. “I see an association that truly represents what is best in business and best in this American Dream. To be here tonight to celebrate the 20 largest DSA direct selling companies is an honor.”

“All of you are contributing to the nation, to our people, to providing opportunities to empower diverse groups of citizens throughout the United States and throughout the world; and, indeed, you are creating a better life for us all,” added DSA President Joseph Mariano.

Attendees were privileged to hear an inspiring keynote address by U.S. Chamber of Commerce President and CEO Thomas Donohue, a longtime friend of, and advocate for, direct selling.

“I want to thank each of you for your leadership and contributions to our economy, and for exemplifying the possibility of free enterprise in such a powerful way both at home and abroad,” Donohue said. “Tonight is about keeping Americans’ dreams alive for future generations. You and your companies play a critical role in that, not only by equipping others [with opportunities] through your enterprises, but also by inspiring others through your stories.

“Before there could ever be a profit, there had to be an idea,” he continued. “Before there was a workforce of dedicated direct sellers, there was one person determined to better his or her own life.”

Donohue shared stories of his decades-long friendships with Richard DeVos and the late Jay Van Andel, co-founders of Amway, as well as Frank VanderSloot, President & CEO of Melaleuca, adding that each epitomized, in his own way, what it means to achieve the American Dream.

“Many of the founders of companies like yours share a number of things in common: hard work, thrift, personal responsibility, individual initiative and a lot of courage,” Donohue said. “More than ever, our country needs people who live their lives according to these principles, and industries and companies like yours, who foster those principles in business. We need them to help tackle the economic and social challenges we all face today.”

Donohue also discussed the importance of direct selling’s contributions to the slow-to-improve U.S. economy.

“We’ve been stuck in the slowest economic recovery since World War II,” he said. “Joblessness continues to run high, a wretched number of Americans are on food stamps and more than 30 percent of our students don’t graduate from high school. We know, however, that free enterprise is part of the solution.

“Nothing can smother our nation’s pioneering entrepreneurial spirit,” he continued. “But, many Americans need a reminder of what built the greatest country on Earth. Free enterprise is the only system that can put people back to work and ensure that the American Dream remains alive and well for everyone.”

After Donohue’s address, each of the 20 companies was recognized for its 2013 achievements in the order in which the companies were founded. First, DSA honored the legacy companies present—those companies launched anywhere from 1886 through 1963. From there, DSA applauded the Millennial companies—those launched in the 1980s or 1990s—and the Generation Z companies—those launched since the turn of the century.

Highlights ranged from sales and recruitment records and notable business awards to marketing campaigns and philanthropic initiatives.

“It’s a great time to be a part of direct selling. It’s incredible, the opportunity our sales representatives have to be able to find their own financial freedom,” said Cindy Monroe, Founder and CEO of Thirty-One Gifts. “It’s always fun to be here in Washington, D.C., and to be able to share the excitement of our industry with other companies and just to be able to learn together how we can keep [the direct selling] opportunity available for all families across the world.”

At the close of the night’s celebrations, Joe addressed the audience once more: “We’re making our presence known, giving back to the country, giving back to the world. Take the message of the success of the 20 Largest DSA Member Companies and all the DSA member companies…” he said, pausing to point at the Capitol building just outside. “Take that message right up the road to that big beautiful building.”On Monday, March 31, DSA honored the 20 Largest Direct Selling Association Member Companies with a formal dinner and reception in downtown Washington, D.C.

Source: Direct Selling Association