DSN Makes Its Global 100 Celebration an Event to Remember

by DSN Staff

Click here to order the June 2017 issue in which this article appeared or click here to download it to your mobile device.


2017 DSN Global 100 List
2017 Profiles
DSN Makes its Global 100 Celebration an Event to Remember
Frequently Asked Questions about the Global 100 Ranking
By The Numbers


Leadership: It Works! CEO Mark Pentecost: On the Road to Legendary
Leadership: Isagenix’s Jim & Kathy Coover: Agents of Change
Growth: Jeunesse: Forging an Uncharted Path to Billion-Dollar Growth

In appreciation of those companies that lead the way in offering an unparalleled opportunity for individuals to start their own businesses through shared connections, Direct Selling News honored the group during its eighth annual DSN Global 100 Celebration. The awards ceremony and dinner, held April 19 at the InterContinental in Dallas, served as the backdrop for the unveiling of our exclusive ranking of the top revenue-generating companies in direct selling.

DSN’s Lauren Lawley Head and John Fleming hosted nearly 400 executives from around the world. In fact, the Global 100 list represents companies based in 17 countries this year and is a collective effort to show the impact and potential of the $183.7 billion direct selling industry.

“Each year, the DSN Global 100 gives us an opportunity to recognize the leading companies in direct selling today,” said Lauren Lawley Head, Publisher and Editor in Chief of Direct Selling News. “The companies on the list represent a wide range of products and services, but they share a passion for developing a community of independent business owners who share those products and services with customers in their personal networks. It is a unique and powerful distribution channel.”

Fleming added, “The announcement and reveal of the top 100 Direct Selling Companies in the world is a most exciting moment in our year! Congratulations are always extended to those companies who are listed.”  He continued, “The DSN Global 100 is not a competition, it is a listing. The privately held companies who voluntarily submitted their certified revenue for the previous year contribute to the transparency needed to constantly inform a global audience of the impact direct selling companies are making on economies and individual lives around the world.”

For the fifth consecutive year, Ada, Michigan-based Amway claimed the top spot as the No. 1 direct seller in the world, with $8.8 billion in revenue in 2016. The company is truly a global giant, with a large portfolio of brands—including the best-selling nutritional brand in the world, Nutrilite, skincare brand Artistry, as well as the XL Energy Drink business. Amway does business in over 100 markets through more than 3 million independent Amway business owners.

In attendance and accepting the award on behalf of Amway was Jackie Nickel, Chief Marketing Officer of the Americas.

“We’re truly honored to be recognized as a leader in this great industry,” Nickel said. “We credit such a privilege to our millions of Amway Business Owners worldwide, who are at the heart of our business.”

Special Guests

DSN welcomed very special guests to the dinner, esteemed members of Direct Selling Association’s Hall of Fame and the Direct Selling Education Foundation’s Circle of Honor: Charlie Orr, CEO of Canada’s Immunotec; Brian Connolly, CEO of AdvoCare; Stan Fredrick, Chairman of the Board, Mannatech Inc.; and our own John Fleming.

Also in the audience was President of the Direct Sellers Association of Canada James Smith and Chairman of the Direct Selling Education Foundation Dave Wentz.

DSN Global 100

In all, the Global 100 companies achieved more than $82 billion in net sales in 2016, up a fraction from 2015.

The Top 10 companies achieved $40.53 billion in revenue, with the total number of salespeople at about 24 million. It is also a testimony to the power and strength of the direct selling channel that a number of companies reached milestones in 2016. Ten companies grew $100 million or more last year, and 22 companies each reported annual revenue of $1 billion or more.

TextJackie Nickel, Chief Marketing Officer of the Americas at Amway, accepts the night’s top prize for the company, which placed No. 1 on the Global 100.

By region, there were 46 companies from North America in the Global 100; five from South America; nine from Europe/Africa; and 40 from Asia/ Asia-Pacific. A total of 17 countries were represented on the list—Brazil, China, Colombia, Cyprus, France, Germany, India, Japan, Malaysia, Mexico, New Zealand, Peru, Russia, Singapore, Switzerland, the United Kingdom and the United States.

Companies appearing in the ranking for the first time included Quanjian from China (No. 8); Marketing Personal from Colombia (No. 81); Global Ventures Partners from the U.S. (No. 92); and Shinsei from China (No. 99). Companies returning to the list were JoyMain from China (No. 13); SUN HOPE from China (No. 23); LegalShield from the U.S. (No. 43); Faberlic from Russia (No. 48); Merro International from China (No. 56); KK Assuran from Japan (No. 64); New Image Group from New Zealand (No. 86); Vestige Marketing from India (No. 91); Immunotec Research from Canada (No. 96); Nefful from Singapore (No. 97); and Captain Tortue Group from France (No. 98).

The Bravo Awards

Each year, the DSN Global 100 celebration endeavors to recognize an industry executive who embodies exceptional leadership qualities that have propelled his or her company to extraordinary new heights. Whether it is inspirational vision that has built solid corporate cultures, innovation that has strengthened the company infrastructure, or creativity that has created new opportunities for independent business owners, our Bravo Leadership Award aims to acknowledge such achievements of a direct selling leader.

This year, one recipient for the Bravo Leadership Award was simply not enough, for there were two remarkable stories that unfolded. The first Bravo Leadership Award was presented to Jim and Kathy Coover, co-founders of Isagenix and a leadership team that has grown their business 247 percent over the past five years, propelling the company into the Top 30 of the DSN Global 100 with $924.3 million in annual revenue. The team recently celebrated their 15th year in business

“As leaders, I think we have an incredible opportunity to step up and demonstrate to the world what a powerful distribution channel we are, and more importantly, what a powerful agent of change we can be,” Jim said. “We have always tried to stay true to our motto of ‘if it isn’t right for our associates and customers, it isn’t right for the company.’ ”

The second recipient of this year’s Bravo Leadership Award was Mark Pentecost, Founder and CEO of It Works! His wellness company did not enter the Global 100 ranking until 2012, when it debuted at $200 million, but over the past four years, the team at this company has grown its revenue 274 percent, reaching No. 33 with $686 million.

TextDebbie Coffey, who accepted Avon Products’ award for its No. 2 ranking on the Global 100, reinforced the importance of companies helping people change their lives.

Leading It Works! to exponential growth during the past few years was reason enough to recognize Pentecost; however, the way in which this former math teacher and basketball coach has taught his team to “live on the offensive” is truly inspirational. As he shares with the audience his personal—and victorious—battle with cancer, he tells a very compelling story of the individual courage to face life’s toughest challenges head on, while doing so with an abundance of integrity and grace

“My team had big plans for 2016, having to deal with cancer wasn’t one of them,” he said. “We can’t plan for every obstacle that is thrown our way, but we can put the team in place and surround ourselves with the best people. When something is thrown your way, you have the support to handle it.”

Pentecost still has big plans for It Works! and for how he and his team can impact the world by being positive change makers. “Good is having a strong company. Great is increasing profits or opening new markets. But legendary is changing the lives of people who need it the most,” he said.

Youth enhancement brand Jeunesse received the Bravo Growth Award for its increase in annual sales by $1 billion over a two-year period—from approximately $400 million in 2014 to $1.4 billion in 2016. It debuted on the Global 100 in 2012 with $65 million in sales, breaking into the top 20 of the Direct Selling News Global 100 list in 2015 and advancing to the No. 14 spot this year with $1.41 billion in net sales. Based in Lake Mary, Florida, the company sells its anti-aging products and nutritional supplements in 140 global markets.

Chief Visionary Officer Scott Lewis accepted the award and commented, “We are pleased to have been chosen by Direct Selling News as their 2017 Bravo Growth Award recipient and appreciate this meaningful recognition. In addition, it is truly an honor to be listed among the top 15 companies in our industry, and we are grateful for the hard work and dedication of our Jeunesse family from across the globe, who we congratulate for making this accomplishment possible.”

Direct Selling News’ Lauren Lawley Head and John Fleming toast the Global 100 honorees.

Impacting Lives for Better World

Debbie Coffey, Vice President, Corporate Communications, New Avon LLC, who accepted Avon Products’ award for its No. 2 ranking on the Global 100 with sales of $5.70 billion in 2016, reinforced the importance of companies helping people change their lives. She is also an Avon Foundation board member.

“Thank you Direct Selling News for this recognition of Avon Products, Inc. performance in 2016. We owe our success to our 6 million Avon Representatives around the world who are changing their lives and the lives of those around them through the Avon opportunity. They are our greatest motivation and inspiration,” said Coffey.

TextMarily Penttinen accepts Mary Kay’s award for placing No. 5 on the Global 100.

“2016 was an exciting year for us at Avon, It was our 130th anniversary, and, as an Avon Foundation Board Member, I am very proud to share that it was the year we reached $1 billion raised globally for women’s causes,” added Coffey, who is also an Avon Foundation board member. “We are so proud to give women living with breast cancer and domestic violence help for today and hope for tomorrow.”

Jackie Nickel, who accepted Amway’s award for No. 1 direct seller in the world, spoke too about purpose and the efforts the company takes to have a positive impact on people’s lives.

“This award is a testament to the work we do each and every day to help people live better lives, discover their potential and achieve their goals,” she said.

The following companies sponsored tables at the DSN Global 100 Celebration:

Platinum Table Sponsors – ACN, Amway, Isagenix, It Works!, Jeunesse, New Avon, Total Life Changes and World Global Network; Gold Table Sponsors – AdvoCare, Ambit Energy, Mannatech, Mary Kay, MONAT, Oriflame, Plexus Worldwide, SeneGence, Stream, WorldVentures, Young Living and Zurvita.

This year, six special suppliers also chose to support Direct Selling News in sponsorship of the banquet: SUCCESS Partners, Avalara, Exigo, Hyperwallet, InfoTrax and Multi Image Group.


Isagenix Features Make-A-Wish Reveal at Annual Event

Photo above: As part of Isagenix’s support of the Make-A-Wish Foundation, 11-year-old Ben—who recently completed chemotherapy treatment—was asked to participate in a live magic show while his mom, dad and 8-year-old brother watched him help perform the grand finale.

Over the past two years Isagenix has raised more than $1.5 million as a sponsor of the Make-A-Wish Foundation, and during the company’s 2014 Celebration this week, more than 10,000 attendees got to witness firsthand one of those wishes coming true.

The event included a performance by magician Gerry Katzman, owner of Hollywood’s Magic Castle. Katzman had some help from special guest Ben, an 11-year-old boy who recently completed his last chemotherapy treatment for acute lymphoblastic leukemia. Thanks to the support of Isagenix Associates and employees, Ben’s wish to perform in a live magic show was granted in a big way.

“Make-A-Wish makes such a big difference in the lives of families going through hard times,” Ben’s dad, Ingolf, shared.

During the performance, Ben also learned that he and his family will travel to Australia to check off another item on his wish list: meeting a platypus. Australia is the only place in the world where the unique mammals remain in the wild.

“I’ve always dreamed to see a furry creature who is a mammal and lays eggs,” was Ben’s response. “I can’t believe that I’m going to Australia with my entire family to do this.”

Prompted by a $100,000 matching challenge from Isagenix Board Member Jim Pierce and his wife, Tammy, audience members also raised more than $200,000 in support of Make-A-Wish. To date, Isagenix has granted over 190 wishes in partnership with the foundation. The company received Make-A-Wish America’s prestigious 2013 Cause Champion Award in recognition of its cash contributions, employee support and outstanding partnership internationally.

Letter from John Fleming, June 2014

Click here to order the June 2014 issue in which this article appeared or click here to download it to your mobile device.

We are always proud to announce the DSN Global 100! Those companies that participate reveal not only a level of performance, but a very transparent look at who they are and what they do. The ranking allows for a compilation of stats, facts and profiles that serve to identify the impact these companies are having on lives and economies around the world. We now know that the ranking is often used by companies and observers as somewhat of a benchmark. Every company in every slot participated by sharing their basic information for the greater benefit of showing the impact the direct selling channel of distribution has on the lives of people. Behind the numbers are the many stories of people from all walks of life who are benefiting from the products and services sold by independent business owners. There are so many stories to tell, and in this issue we will tell a few about the companies and individuals who were recognized for special achievement due to performance and their individual work.

John FlemingOn April 23 at our annual celebration, we presented our 2013 Bravo Awards in three categories, Growth (both percentage increase over prior year and revenue increase over prior year), Leadership and Humanitarian effort. We think you will enjoy reading the highlights of everything that happened and more about the honorees who received those awards. Most importantly, we extend our appreciation and gratitude to all who joined us on the evening of April 23 and all of the companies who sponsored tables, which enabled a most enjoyable event.

For us, each year of hosting the DSN Global 100 Celebration has certainly resulted in a feeling of “this was truly the best ever or best to date.” Our keynote speakers have delivered messages that have served to inform and inspire, captivate and motivate the audience of attendees to realize the long-term effect of what the direct selling industry does in offering an opportunity for people to be primary players in the free enterprise system. Our performance as an industry is always based upon the combined efforts of all of the cast members; for the Global 100, it is the many different companies that comprise what we refer to as the direct selling industry.

Direct Selling may not be the two words every company uses to describe itself, but in all cases, the companies that are using this channel are about the people—about community—and we have been about these things since the formation of the direct selling business model. At the DSN Global 100 banquet, we celebrated all of the preceding. Truman Hunt, President and CEO of Nu Skin and keynote speaker for the evening, shared beyond expectations as did every keynote speaker we have ever invited.

Our first award was historic, going to Origami Owl. It was our Bravo Growth Award Based on Percentage. I mention this award in the limited space of this note because of the extraordinary accomplishment, but also because of the founding story. This company started as a result of a 14-year-old, a goal and a parent’s insistence upon the teenager earning the privilege of enjoying what she may have thought to be an ordinary request for a 16th birthday celebration. This particular teen’s request was denied and turned into a challenge that required her to earn the prize versus being gifted it. The result: An enterprising mind-set was formed that led the teen from one idea and experience to another and finally, the founding of a big idea—Origami Owl, the company that walked away from stage with the honor of being the company with the greatest percentage increase over the prior year (870 percent), also landing in the No. 50 slot of the DSN Global 100. Bella Weems and her mother, Chrissy, accepted the award with the grace and humility of seasoned entrepreneurs, and yet their story has just begun.

Enjoy this issue and keep it for reference. Every story we tell is a reflection of the many stories you create each and every day as you lead the efforts of your companies to change lives for the better through an entrepreneurial opportunity.

The opportunity to engage in a growing and preferred channel of distribution allows the ordinary to become the extraordinary! It serves consumers the way they most enjoy—in a personal manner. The recent Harris Poll that DSN engaged tells us over two-thirds of Americans have purchased from a direct seller! The direct selling industry is leading the way in creating the New Main Street! The New Main Street is not where you find the bricks and mortar of traditional retail but where you find what you need through the personal and social interaction with another person who represents what you need, want, or want to know more about. On June 10, anotherDSN insert will be distributed in The Wall Street Journal, a subscriber-only edition, to define the New Main Street and what direct selling is really all about. We will offer reprints through our DSN Store—you won’t want to miss this!

Until next month… enjoy the issue!

John Fleming
Publisher and Editor in Chief

DSN Celebrates the Global 100 Companies

The Amway team accepts the No. 1 award for $11.80 billion in revenue.

Recognition is an integral part of direct selling, and $74.5 billion is a number worth recognizing. It represents the combined revenue of the industry’s top 100 companies, whose achievements took center stage at the fifth annual DSN Global 100 Celebration.

On April 23, DSN rolled out the blue carpet for industry leaders at the reveal of this year’s top revenue-generating companies. Amway claimed the No. 1 spot in the ranking, leading its peers for the second consecutive year. Founded in 1959, the U.S.-based retailer now operates in more than 100 markets worldwide. Last year Amway sold $11.80 billion in health, beauty, water filtration and home-care products—including its leading NUTRILITE line, the largest nutritional brand in the world.

The Global 100 ranking provides a snapshot of industry growth, with the top 10 companies reporting an increase of approximately $3.5 billion over 2012 revenues—results that directly impact the 25.5 million distributors they represent. As a whole, the Global 100 generated revenues up $2.5 billion over last year’s list.

“Making the 2014 DSN Global 100 ranking is a notable achievement that reflects the dedication and hard work of the corporate leadership and team, and the millions of independent salespeople who make up this great industry,” said John Fleming, Publisher and Editor in Chief of Direct Selling News. “Congratulations to every company and sales organization on the 2014 DSN Global 100!”

Celebrate your company’s achievement with customized DSN Global 100 prints.

The evening also revealed the winners of this year’s Bravo Awards, presented by Fleming and DSN General Manager Lauren Lawley Head, for outstanding achievements in 2013. For his work as CEO of Nu Skin and on behalf of the entire industry, Truman Hunt received the prestigious Bravo Leadership Award.

The Bravo Growth Awards honored both the highest dollar-amount growth and highest percentage growth in 2013. The Percentage Growth Award went to personalized jewelry seller Origami Owl. The company ranked No. 50 in its first year on the Global 100 thanks to staggering 870 percent growth—from $24 million in 2012 to $233 million in 2013. At No. 7 with $3.18 billion in revenue, Nu Skin claimed the Dollar Growth Award for generating $977 million over the prior year.

Avon, the No. 2 direct seller in the world, accepted the Bravo Humanitarian Award. Through its Avon Foundation for Women, the company has spent decades rallying support for individuals facing breast cancer and domestic violence. The Avon Breast Cancer Crusade has donated more than $815 million for research and access to care programs. Since taking up the fight against domestic violence, the company has donated $57 million to organizations and projects focused on prevention.

View the 2014 DSN Global 100 and read the June issue of Direct Selling News for company profiles and more on this year’s Bravo Award winners.

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10 Things To Know About the DSN Global 100

Click here to order the June 2013 issue in which this article appeared or click here to download it to your mobile device.


• Cover Story • 10 Things to Know • The List 
• Topping the Charts • Profiles • Celebration

• Leadership • Growth • Momentum

DSN Global 100

1. Direct Selling News Magazine

The DSN Global 100 is an annual ranking produced by Direct Selling News magazine. DSN’s reputation for positive reporting has made it a trusted journalistic resource for the direct selling industry. Since 2004, the magazine has been dedicated to relating positive stories of direct selling companies, including the opportunities provided to millions of independent business owners, the products and services that have helped to change the lives of consumers, and the enormous heart of industry members who consistently reach out to those in need. DSN’s monthly print version and website (directsellingnews.com) provide comprehensive coverage of the global direct selling industry.

2. Why the Global 100?

DSN created the Global 100 list to acknowledge the achievements of direct selling companies and to provide a clear picture of the magnitude of the industry. Just as every credible industry ranks its players—through Inc. 500, FORTUNE 500, and Forbes’ lists—DSN wanted to show the public what a viable and credible industry direct selling is. The positive outcome of the ranking is not found in the revenue numbers alone. What the ranking truly reveals about the direct selling channel of distribution is that it is an industry built on the strength of established companies, the promise of newer companies and the depth of products and services offered by millions of people worldwide—making it a truly global experience.

3. About the Ranking

The DSN Global 100 list offers a unique perspective on the global impact the industry has on economic and social levels. It provides a scope of mutual learning not only for industry members, but also for researchers, investors and most importantly, those seeking opportunities within the industry. When DSN began the ranking in 2010, it was committed to creating a fair ranking that would showcase a much more transparent industry, thus providing credibility and consumer confidence as well as research support for those desiring information on direct selling companies, both collectively and individually. The ranking is announced in April at theDSN Global 100 Celebration, with the list finalized in the following weeks for publication in the magazine.

4. The Research Process

2012 SnapshotThe identification of the companies to include in the DSN Global 100 list is the culmination of countless hours of research and the cooperation of many individuals across all continents. The DSN team seeks out public records and documents on the public companies. Additionally, the team reaches out to the private companies that may qualify for the ranking. Research begins in December and continues through to the publication of the Global 100 list. DSN extends its appreciation to all constituents from around the globe who participate in this endeavor. Each year, DSN has been able to extend the boundaries of the research to uncover and include more and more direct selling companies.

5. Publicly/Privately Held Companies

Publicly held companies form the backbone of the DSN Global 100 ranking. They are inspiring examples of the strength of the business model, showing what can be accomplished through the direct selling channel of distribution in even the most challenging of times. Nearly four-fifths of the DSN Global 100 data is derived from privately held companies. When these companies submit their information, they enhance the value of the industry’s strategic objective to showcase a much more transparent business model. These companies could have chosen not to participate; however, their cooperative spirit, which so exemplifies this unique industry, made the Global 100 ranking possible.

6. Revenue Number

To participate in the DSN Global 100, a company need only submit a revenue number validated by the CEO and certified by a qualifed agent (see No. 7). DSN does not request confidential financial documents. DSN respects the financial privacy of all direct selling companies, asking that a company only reveal the annual revenue number that will allow it to be placed in the ranking.

7. The RCF

In an effort to further ensure the integrity of the Global 100 list, DSN instituted the Revenue Certification Form, or RCF. The RCF requires all companies to have the revenue number validated by the CEO and certified by a qualified agent (either at the applicant company or an outside independent source). Having all companies adhere to a single standard allows for a fully accurate view of the entire industry. DSN believes any company performing in a manner warranting identification and recognition as one of the Global 100 companies would proudly share its revenue number in a manner deemed fair to all.

8. VAT

The information requested on the RCF is for net sales revenue before commissions and without value-added tax (VAT). The VAT, from DSN’s perspective, is certainly an integral part of the salesperson’s life. However, it is not a part of the corporate revenue. Since VAT varies from company to company, it seemed quite unfair to use it. For instance, VAT can be as high as 25 percent, and to add such a number would distort the company’s actual sales performance. To produce a fair ranking, the VAT is deducted, thereby focusing all numbers on the revenue associated directly with products and services sold. Revenue reported from U.S.-based companies does not include sales tax or VAT from global operations.

9. Number of Salespeople

Each DSN Global 100 profile includes an entry for the number of salespeople within the organization. DSN does not verify this number. Each company is given the opportunity to state its salesforce in the way that best reflects its operations. While the collective number of salespeople within our Global 100 is over 37 million, we recognize that it may not reflect only active salespeople; in fact, it may reflect a combination of active, non-active and seasonal representatives.

10. Non-Participants

There are both nationally and internationally based companies worthy of recognition in the DSN Global 100 ranking that do not appear on the list. If you do not see a specific company it could be that (1) the company was contacted but declined to participate, (2) the company did not respond to requests, or (3) the company did not submit information in time. DSN strives to develop contacts in order to obtain and verify information for the Global 100 list. Each year, new companies come onto the radar screen and every attempt is made to connect with them. DSN looks forward to welcoming new companies to the Global 100 family, including many overseas companies that have recently become aware of the ranking and have contacted the magazine about participating next year.