Amway Reports $7.3bn in 2025 Sales as Hungary Leads ESAN Growth with 11%
Amway has published its 2025 financial results, posting global revenue of $7.3 billion and a 3.5 percent increase in its ESAN region. Hungary recorded an 11 percent year-on-year rise, placing it among the region's strongest performers.
Global revenue of $7.3 billion, slightly below 2024
Amway has released its financial results for 2025, reporting global revenue of $7.3 billion. Taken as a whole, the company's worldwide sales performance came in slightly below the level recorded in 2024.
Michael Nelson, Amway's Chairman and Chief Executive Officer, commented on the company's strategy alongside the publication of the figures.
Amway also reported that more than one million people worldwide joined its entrepreneurial system during the course of 2025.
Hungary among the region's best performers
The ESAN region — covering Europe, South Africa, Australia and New Zealand, and including Hungary — generated $439 million in revenue in 2025. That represents a 3.5 percent increase on the $424.3 million recorded in 2024.
Within that regional picture, Hungary posted 11 percent growth compared with the previous year, ranking among the strongest results in ESAN.
According to the company, the growth was supported by investment in product innovation and development, training for Amway Business Owners, and go-to-market strategies tailored to the region. Jon L. Voskuil, Managing Director of Amway ESAN, commented on the results.
Category performance: supplements, beauty and water treatment
Dietary supplements accounted for 64 percent of Amway's global sales, with Nutrilite remaining the world's number one vitamin and dietary supplement brand.
The beauty category grew by 8 percent globally, a result the company attributes in part to the Artistry LongXevity collection. The launch of the new eSpring water treatment system contributed to 25 percent growth in the water treatment category in the markets concerned.
Outlook
Looking ahead, the ESAN region says it will focus on innovation, digital development and strengthening its network.
The regional figures place Hungary's double-digit increase in the context of a more modest overall expansion across ESAN and a marginally softer global result, a combination that will be watched closely by observers of the direct selling sector in Central and Eastern Europe.
