DSN Global 100: 59 Companies, $63 Billion, and a New Two-Category Split
The 2026 edition of the DSN Global 100 ranks the world's largest direct selling companies on their 2025 revenue figures, with 59 firms from 16 countries making the cut. For the first time the ranking is divided into product-focused and service-focused categories, led by Amway and eXp Realty respectively.
A smaller field, a $63 billion total
The 2026 edition of the DSN Global 100 list ranks the world's largest direct selling companies on the basis of their 2025 revenue data. To be considered for inclusion, a company must report annual revenue above $100 million.
This year's ranking features 59 companies with combined revenue of $63 billion. Sixteen countries are represented among the listed firms, underlining how widely distributed the sector's largest operators remain.
A structural change also marks this edition: the list is now split into two categories, separating product-focused companies from service-focused ones.
Who leads the two categories
In the service-focused category, eXp Realty (USA) tops the ranking with $4.8 billion in revenue, followed by Primerica (USA) with $3.3 billion and Utility Warehouse (United Kingdom) with $2.4 billion.
The product-focused category is led by Amway (USA) with $7.3 billion, ahead of Herbalife (USA) with $5.0 billion, Vorwerk (Germany) with $4.9 billion, Natura &Co (Brazil) with $4.4 billion and PM-International (Luxembourg) with $4.1 billion.
Further down the product-focused table, Nu Skin (USA) occupies 8th place with $1.5 billion, Farmasi (Turkey) is 11th with $610 million, Zinzino (Sweden) ranks 20th with $362 million, and LR Health & Beauty (Germany) is 23rd with $326 million.
How the figures are compiled
The ranking criterion is net revenue generated by direct selling activity, calculated before the payment of commissions and excluding VAT. That definition is intended to make figures comparable across markets with differing tax regimes and compensation structures.
To take part, companies must submit a Revenue Certification Form (RCF) approved by a chief executive officer and verified by a qualified professional, such as an auditor.
Close to 80 percent of the data behind the DSN Global 100 comes from privately held companies. For publicly listed firms, public records are also used as a source.
