Amway Rolls Out Global Volunteer Initiative

Photo: Amway Business Owners (above and below) participate in local volunteer projects.


The world’s largest direct selling company wants to build the world’s largest volunteer force.

Amway Corp. is kicking off a global initiative known as #AmwayVolunteers to highlight the volunteer efforts of its employees and Amway Business Owners, or ABOs, who number more than 3 million worldwide. With that kind of volunteer base, Amway can afford to set some ambitious goals, and it has. The No. 1-ranked direct selling company is gunning to build the world’s largest volunteer force by 2019, when Amway will celebrate 60 years in business.

The concept is simple: ABOs sign up to participate by taking an online pledge to “be the change” in their communities and help people live better lives, specifying what that might look like for them. The next step is to take action and volunteer through the organization or cause of their choice. Finally, the company encourages individuals to share their experiences on social media using #AmwayVolunteers.

“We value the passion and volunteer efforts of Amway Business Owners and Amway employees that are making a dramatic impact in their local communities,” said Jeff Terry, Global Head, Amway Corporate Social Responsibility. “#AmwayVolunteers showcases their individual works (on a global scale) in an effort to create the world’s largest volunteer community by 2019.”

This new undertaking broadens the scope of Amway’s grassroots volunteer efforts, which primarily have focused on the One by One Campaign for Children, centered on causes that support children in need, and the Nutrilite Power of 5 Campaign, which raises funds and awareness to help fight childhood malnutrition.

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Amway Nutrition Program to Reach Half a Million Children

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A small packet of powder is making a huge difference on behalf of the world’s largest direct seller.

Amway, which has worked with the World Health Organization to develop its Nutrilite Little Bits supplement, to fortify a child’s food with 15 essential nutrients, made a special announcement Oct. 16, World Food Day. The company has declared that over the next 1,000 days, through its Nutrilite Power of 5 Campaign, it is committed to feeding 500,000 children around the world by the end of 2019. Already Amway has distributed Little Bits to more than 30,000 malnourished children since 2014.

Accomplishing this goal in 1,000 days has significant meaning, because children who get proper nutrition in their first three years have a better chance of making it past their fifth year, according to a statement by Amway. “The first 1,000 days of life are critical for survival.”

“From a global perspective, almost every country in the world, regardless of income, faces some form of malnutrition, including undernutrition. … Research shows that [Nutrilite] helps improve the physical and cognitive health of children.”

Direct Selling News Honors Oriflame Chief with 2016 Bravo Leadership Award

Photo: Magnus Brännström, CEO and President of Oriflame, addresses his direct selling peers at the 2016 DSN Global 100 Celebration. (Jason Kindig)


Direct Selling News on Thursday named Magnus Brännström, CEO and President of Oriflame, the recipient of the 2016 DSN Bravo Leadership Award.

Each year, the award goes to one direct selling executive who embodies exceptional leadership qualities—providing inspirational vision for their company, motivating their teams toward a common goal, serving others by equipping them to do the best job possible, and especially by empowering them to reach new heights.

Lauren Lawley Head, Publisher and Editor in Chief of Direct Selling News, and John Fleming, the publication’s Ambassador, presented the award to Brännström at the 2016 DSN Global 100 Celebration, held Thursday evening in Dallas. Brännström delivered the keynote address at the event, which marked the unveiling of the DSN Global 100, a list of the top revenue-generating direct selling companies in the world, as well as a regional subset of the list known as the North America 50.

This year’s Global 100, led by Ada, Michigan-based Amway, hail from 17 different countries and represent aggregate revenue of $82 billion. Under Brännström’s leadership, Oriflame has perennially ranked among the top companies on the list, and this year is no exception. The Swiss beauty company came in at No. 14 with annual revenue of $1.35 billion.

Brännström began his direct selling career in 1997, serving in executive posts in Russia, the Baltics and Asia as he worked his way up the corporate ladder. He became CEO of Oriflame, a legacy direct selling company, in 2005 and has continued to lead the business through a dynamic period of technological and geopolitical change. Oriflame now operates in 60 countries—Russia being its biggest market—through a network of more than 3 million consultants.

Like all Bravo Leadership honorees, among them Ambit Energy’s Jere Thompson and Amway’s Doug DeVos, Brännström has exhibited a vision for the future that extends beyond any one company. He is a fierce advocate for the direct selling channel as a whole, and former Chairman of the Board for Seldia, the European Direct Selling Association.

Direct Selling News Unveils Industry’s Top Companies in Seventh Annual DSN Global 100

In recognition of those companies that lead the way in offering an unparalleled opportunity for individuals to start their own businesses, Direct Selling News today unveiled its seventh annual DSN Global 100, an exclusive ranking of the top revenue-generating companies in direct selling.

The DSN Global 100 is a collective effort to show the impact and potential of the $182.8 billion direct selling channel. Unveiled online at DirectSellingNews.com and featured in the June issue of Direct Selling News magazine, this year’s Global 100 companies hail from 17 countries and represent aggregate revenue of more than $82 billion.

The DSN Global 100 tells a story of impressive growth in 2015, exhibited by the fact that 20 companies surpassed $1 billion in annual revenue,” said Lauren Lawley Head, Publisher and Editor in Chief of Direct Selling News. “These exceptional companies represent not only corporate staff, but millions of lives impacted by the products and opportunity they offer.”

Many direct selling companies had an incredible year of growth and success in 2015. For the first time, 20 companies each reported annual revenue of $1 billion or more. For the fourth consecutive year, Ada, Michigan-based Amway claimed the No. 1 rank, with $9.5 billion in revenue. Avon, Herbalife, Vorwerk and Infinitus rounded out the top five on this year’s list.Best Places To Work 2017

DSN also presented a regional subset of the Global 100: The North America 50, which was first introduced in 2015. As its name implies, the North America 50 ranks the most significant players in one of the world’s largest direct selling markets.

The annual event celebrating the Global 100 took place on April 7, 2015, at the Omni Hotel in downtown Dallas. During the dinner and awards ceremony, DSN also presented its Bravo Awards for excellence. Wellness and lifestyle brand Le-Vel received the Bravo Growth Award for its extraordinary 254 percent year-over-year growth, amounting to revenue of $349 million in 2015. Magnus Brännström, CEO and President of Switzerland-based Oriflame Cosmetics and keynote speaker for the evening, received the Bravo Leadership Award for leading his company to annual revenue of $1.35 billion amid a period of great economic and geopolitical turmoil in many of its top markets.

DSN created the Global 100 list to acknowledge the successes of individual direct selling companies and provide a clear picture of the magnitude of the industry. In its seventh year of undertaking this project, DSN continues its commitment to create a fair ranking that will showcase a transparent industry, thus providing credibility and consumer confidence as well as research support for those seeking information on direct selling companies.

‘The Future of Work’ Podcast Features Amway President Doug DeVos

Photo: Doug DeVos, President of Amway.


Amway Corp. President Doug DeVos recently joined host Jacob Morgan on The Future of Work, a podcast that explores the evolution of work, to discuss entrepreneurship in the age of the freelancer economy.

DeVos is no stranger to the independent contractor model, which powers Amway’s business in more than 100 countries. The direct selling giant sells its wide range of products through millions of Amway Business Owners worldwide. With advances in technology, an increasing number of services—think Upwork for freelancers, Airbnb for lodging, and Uber for transportation—are creating similar opportunities for individuals to be their own boss.

According to the 2015 Amway Global Entrepreneurship Report, the desire to start a business is strongest among those 35 or younger. The group cited independence and self-fulfillment as the most appealing aspects of entrepreneurship. On The Future of Work, Morgan and DeVos dig into the results of the survey, common characteristics of entrepreneurs, the importance of unleashing innovation in the workplace, and entrepreneurs versus intrapreneurs—those working as entrepreneurs within large companies to drive innovation and growth.

Listen to the full conversation with Doug DeVos.

Amway Reports Sales of $9.5 Billion in 2015

Photo above: Amway World Headquarters in Ada, Michigan.


Amway Corp. on Wednesday released its 2015 financial results, announcing annual sales of $9.5 billion.

Despite constant-dollar sales growth in 70 percent of Amway’s top 20 markets, revenue fell 12 percent from a year ago, hurt by currency fluctuations and soft sales in China, where the economy experienced its slowest growth in 25 years. The company reported similar trends in 2014, when revenue dropped 8 percent to $10.8 billion—a performance that nevertheless secured Amway the No. 1 spot on the 2015 DSN Global 100, a list of the top direct selling companies in the world.

In 2015, the company’s top 10 markets were China, South Korea, United States, Japan, Thailand, Russia, Taiwan, Malaysia, India and Ukraine. Management also singled out Brazil and Mexico as emerging markets that recorded considerable gains.

“We experienced growth in seven of our top 10 markets, and emerging markets in Latin America and elsewhere continue to perform well,” Chairman Steve Van Andel noted in Amway’s report. “Several markets achieved record sales levels in 2015 with others producing their best performance in some time. An increasingly competitive environment in China and unfavorable currency exchange rates mask a positive year overall for Amway globally.”

Nutrition remains a powerhouse category for the company, accounting for 46 percent of 2015 sales. Amway Nutrilite is the world’s leading brand of vitamin, mineral and dietary supplements, according to research by Euromonitor International, and the company last year expanded the line with BodyKey by Nutrilite, a personalized weight-management program. BodyKey utilizes a genetic test or comprehensive, scientific assessment to provide a tailored plan for managing weight.

Beauty and personal care products accounted for 25 percent of sales, and durable products, such as the company’s eSpring water treatment system and Atmosphere air treatment system, made up another 16 percent. The remaining 13 percent was split between home care products and assorted other offerings.

Last year also marked the culmination of Amway’s three-year manufacturing and R&D expansion. The company has poured $335 million into strengthening its global infrastructure, opening five manufacturing facilities and a major R&D site in 2015 alone. Other investments included new digital tools to help Amway Business Owners showcase products and manage their businesses.

In 2016 and beyond, Amway leadership sees plenty of cause for optimism, particularly in light of its 2015 Global Entrepreneurship Report. The report, based on a survey of 50,000 people in 44 countries, quantifies attitudes about business ownership and the entrepreneurial spirit.  All told, 75 percent of respondents were positive about starting a business, and that number increased to 81 percent among those 35 and younger.

“Globally, more and more people are seeking an opportunity to do something on their own—whether it’s to earn a little extra or for a bigger commitment to earn more,” said Doug DeVos, Amway President and Chairman of the World Federation of Direct Selling Associations. “We’re well positioned to meet that demand with a low-cost, low-risk business opportunity selling world-class products.”

Direct Selling Companies Donate Millions in Gifts to TODAY Toy Drive

This holiday season direct selling companies have donated more than $15.4 million in cash and products to the TODAY Show Holiday Toy and Gift Drive, which supplies gifts to underprivileged children across the U.S.

The partnership with TODAY has been an initiative of the Direct Selling Assocation (DSA) for more than a decade. On Dec. 22, DSA Senior Vice President Melissa Brunton will appear on the show to thank the companies that participated and acknowledge the work direct selling entrepreneurs do for their communities throughout the year.

This month a handful of company executives have visited the TODAY set to present donations on behalf of their employees and salespeople. On Dec. 1, Thirty-One Gifts President and CEO Cindy Monroe delivered an assortment of products worth $5.5 million—one of the largest donations in this year’s toy drive. To date, the seller of functional bags, home organization products and accessories has contributed more than $36.4 million in products to the program.

“We are excited and honored to be part of the DSA’s toy drive support,” Monroe said in a statement. “Our charitable mission, through our philanthropic outreach Thirty-One Gives, is to assist organizations that empower girls and women, and strengthen families. The TODAY show makes it easy for us to enable our many sales consultants across the country to be involved with the donation too by selecting local charities where they can deliver the products.”

The following direct selling companies donated cash or products in this year’s toy drive:

•    Amway
•    Arbonne
•    Good Will Publishers
•    Initials Inc.
•    Jordan Essentials
•    Living Fresh Collection
•    Lulu Avenue
•    Mary Kay
•    Origami Owl
•    PartyLite
•    Shaklee
•    SpenserNation
•    Stampin’ Up!
•    Stella & Dot
•    Thirty-One Gifts
•    USANA Health Sciences
•    Vantel Pearls

Amway Makes Three Additions to Nutrilite Scientific Advisory Board

Photo: Amway’s Nutrilite Scientific Advisory Board.


Amway has added three new members to its Nutrilite Scientific Advisory Board, the brain trust behind Amway’s top-selling Nutrilite brand. The latest additions to the board bring expertise in the areas of healthy aging, weight management and traditional Indian medicine.

In the field of healthy aging, Amway has tapped Bradley J. Willcox M.D., M.Sc., Professor and Director of Research at the Department of Geriatric Medicine in the Johns A. Burns School of Medicine at the University of Hawaii. Willcox is widely published on the genetic, environmental and clinical aspects of healthy aging. He also authored The Okinawa Program, a New York Times best-selling book based on Willcox’s investigations in the Kuakini Hawaii lifespan and healthspan studies and the Okinawa Centenarian Study.

Also joining the board is Eric Ravussin, Ph.D., Director of the Nutrition Obesity Research Center and Associate Executive Director for Clinical Sciences at Louisiana State University. Ravussin studies obesity at the molecular level, as well as its ties to other chronic conditions. He has published his research in more than 450 peer-reviewed papers in numerous scientific journals.

The final addition to the Nutrilite Scientific Advisory Board is Padma Venkatasubramanian, Ph.D., Professor and Advisor at the School of Life Sciences at the Institute of Transdisciplinary Health Sciences & Technology in Bangalore, India. There she helped to establish a Research and Devolpment Center, which takes a transdisciplinary approach to applying the knowledge of Ayurveda or traditional Indian medicine. Venkatasubramanian is an expert in microbiology and chemistry as well as contemporary applications of Ayurveda. Using transdisciplinary tools, she has developed 25 nutraceutical and cosmeceutical products such as herbal drinks and soups and Ayurvedic cookies.

“The new members significantly strengthen and broaden our Board. Their diverse perspectives will be invaluable as we develop plans for research to support new product ideas,” Keith Randolph, Ph.D., Chair of the Board and Technology Strategist for the Nutrilite Health Institute, said in a statement.

Willcox, Ravussin and Venkatasubramanian join nine other board members in the fields of nutrition, health and genetics. The board’s expertise guides the research and development of Nutrilite, the world’s No. 1 selling brand of vitamins and dietary supplements, according to research by Euromonitor International.

Sales of Organic Personal-Care Products to Hit $16 Billion by 2020

The organic personal-care products market, which accounts for 35 percent of all category sales, is expected to reach $16 billion by 2020, according to a new report by market intelligence firm Zion Research.

Direct selling brands Amway, Arbonne International and Natura Cosmeticos SA are key players in the market, alongside traditional retail brands such as The Body Shop, Burt’s Bees and Aveda Corp.

In 2014, sales of organic moisturizers, shampoos and other products topped $9.2 billion, putting the expected compound annual growth rate (CAGR) at 9.5 percent through 2020. Currently, organic skincare is the most popular segment, accounting for 32 percent of market sales in 2014.

North America dominates global sales of organic personal-care products, trailed by Europe and Asia Pacific; however, demand for organic products is increasing in emerging markets such as China and India.

As a growing number of consumers eschew synthetic products in favor of organic offerings, manufacturers face a new set of challenges in bringing their products to market, the research found. Among them are the short shelf life and higher prices associated with organic products, which consist of natural ingredients obtained from plants.

Amway Opens $13 Million Botanical Research Center in China

Photo: The Amway Botanical Research Center in Wuxi, China.


To facilitate the study of plants integral to Amway’s best-selling Nutrilite supplement line, the company has opened the Amway Botanical Research Center in Wuxi, China.

The $13 million site, which Amway developed over the past two years, comprises a laboratory and large greenhouse built on 84 acres of farmland. In a statement, the Michigan-based company said it will use the site to research soil nutrients, plant physiology, extract quality standards and processes.

Chinese herbal medicines, which use plants and botanicals to promote optimal health and natural balance, were a source of inspiration for Carl Rehnborg, the creator of Amway’s Nutrilite brand of vitamins and dietary supplements.

“The new ABRC is our effort to research and understand botanicals to a greater extent—using the most advanced technology and scientific practices—and integrate the findings into our products,” George Calvert, Chief Supply Chain and R&D Officer, said in a statement.

Amway has acquired 6,400 acres of certified-organic farmland across Brazil, Mexico and the U.S., in addition to its newest site in China. The company spent three years inspecting various sites before selecting the Wuxi location on account of its optimal growing conditions.