Skincare MLMs in Focus: Epixel Ranking Lands as Global Direct Selling Slips to $163.9bn
Global direct selling revenue fell to $163,863 million in 2024, yet the figure still sits above pre-pandemic levels while the distributor base has flattened at 104.3 million. Against that backdrop, Epixel MLM Software's ranking of the largest skincare-focused direct selling companies shows a field split between double-digit growers, flat performers and steep decliners.
Global sales dip, but stay above 2019
Worldwide direct selling revenue expanded through the pandemic years, rising 2.2% in 2020 and 2.0% in 2021. The trend reversed more recently: sales fell from $170,023 million to $163,863 million in 2024, a decline of 3.6% and an average annual contraction of 1.2% over three years.
Even so, the 2024 figure remains $675 million, or 0.4%, above the pre-pandemic level of $163,188 million recorded in 2019, indicating that the channel has held the ground it gained rather than surrendering it entirely.
The global independent salesforce was essentially flat in 2024 at 104.3 million people, up 0.1% year on year. That headcount is still 4.2% below the 109.0 million registered in 2019.
The Americas hold second place worldwide
The Americas region, covering North and South America, posted a compound annual decline of 2.8% between 2021 and 2024, but returned to growth of 0.8% in 2024. With $61,189 million in sales, the region accounted for 37.3% of global volume and ranked second worldwide.
In the United States, the direct selling market reached $34.7 billion in retail sales in 2024 with 12.2 million participants, working out to an average of roughly $6,400 in annual retail sales volume per participant.
Product-category momentum is one factor shaping the field. According to Statista, the US skincare segment could generate $5.2 billion in revenue between 2025 and 2030, representing growth of 20.02%.
Epixel's skincare ranking: growth at the top, contraction below
Epixel MLM Software's ranking of the largest skincare direct selling companies is led by Herbalife, with revenue of $5,038 million against $5,000 million a year earlier, up 1%. PM International follows at $4,088 million versus $3,220 million, a 27% increase, while Mary Kay is flat at $2,400 million. Nu Skin recorded $1,490 million against $1,732 million, a decline of 14%.
USANA reported $925 million versus $855 million, up 8%. DXN Global ($800 million), Arbonne International ($700 million), Shaklee ($500 million) and Isagenix ($400 million) were all unchanged year on year, while Omnilife rose 3% to $603 million.
Further down the list, Noevir posted $243 million against $245 million (-1%), with Sunrider International at $236 million, LifeVantage at $229 million versus $230 million and NeoLife at $200 million. Mannatech fell 8% to $108 million and NHT Global slipped 7% to $40 million. The sharpest move came from Modere, down 73% to $40 million from $150 million. Smaller entries include Jordan Essentials ($25 million), SwissJust ($21 million), Lemongrass Spa ($12 million), Enzacta USA ($8 million) and Dudley Products ($5 million).
Company profiles behind the numbers
Herbalife, founded in 1980 by Mark R. Hughes and headquartered in Los Angeles, California, operates in more than 90 countries with over 11,000 employees and is led by chief executive Stephan Gratziani. Its skincare line is marketed as Herbalife SKIN and includes moisturisers, toners, cleansers, serums and masks. The company placed second on the DSN Global 100 list for 2025, set a Guinness World Record in connection with its 2024 Global Workout Event and received the Direct Selling Association's Excellence in Business Award.
PM International was founded in 1993 as a family business in Schengen, Luxembourg, and is led by founder and chief executive Rolf Sorg. Its main product categories are food supplements and cosmetics, sold under the FitLine and Beautyline brands.
Mary Kay, established in 1963 by Mary Kay Ash and now headed by chief executive Ryan Rogers, concentrates on cosmetics and skincare with lines including TimeWise and ClearProof. Nu Skin, founded in 1984 by Blake Roney, Steven Lund and Sandra Tillotson and led by chief executive Ryan Napierski, counts ageLOC and LumiSpa among its offerings. Other long-established names on the list include Shaklee, founded in 1956; Arbonne International, founded in 1975; DXN Global, founded in 1993; and Isagenix, founded in 2002.
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