Introduction

This article explores the increasing prominence of the makeup and cosmetics sector within the MLM industry, highlighting consumer demand for innovative and quality cosmetic products. The aim is to provide an insightful guide into the top 20 makeup and cosmetics MLM companies in 2024. For more general insights into the MLM industry, visit DirectSellingStar’s blog.

Founded by David H. McConnell in 1886, Avon began as a perfume company in New York. Over the years, it evolved into a global cosmetics, skincare, and personal care powerhouse. Avon’s acquisition by Natura & Co in 2020 further solidified its position in the beauty industry, making it a major player with an annual sale of $9.1 billion worldwide. Today, Avon operates as a multinational company with a strong presence in various countries.

PRODUCT PORTFOLIO

• Cosmetics
• Skincare products
• Perfumes
• Personal care items
• Jewelry
• Accessories
• Clothing

BUSINESS MODEL

Avon’s business model combines door-to-door sales and brochures, engaging a vast network of sales representatives, known as “Avon ladies” and “Avon men.” The company has training centers with retail sections and offers a wide range of beauty products. Avon’s extensive network of 5 to 6 million representatives across 100 countries highlights its significant global reach and influence in the MLM industry.

Arbonne International, LLC, established in 1980 in the United States by Norwegian entrepreneur Petter Mørck, is a multinational MLM company specializing in vegan skincare, cosmetics, and nutrition products. The company, headquartered in Irvine, California, has expanded its reach to multiple countries, including Australia, Canada, New Zealand, Poland, and the United Kingdom. Mørck, who had been involved in the Norwegian skincare industry since 1965, founded Arbonne with a focus on creating skincare products using less harmful ingredients.

PRODUCT PORTFOLIO

• Vegan skincare
• Cosmetics
• Nutrition products

BUSINESS MODEL

Arbonne operates on an MLM model, where products are sold through home-based businesses run by independent consultants. These consultants are not company employees but operate independently, contributing to Arbonne’s global sales and marketing efforts. The company is a member of the Direct Selling Association, which underscores its commitment to ethical business practices in direct selling.

Founded in 1963 by Mary Kay Ash, Mary Kay Inc. is a privately-owned American multi-level marketing company. Headquartered in Addison, Texas, Mary Kay was established based on a line of cosmetics that Mary Kay Ash had used and trusted. The company initially began with 318 consultants, achieving sales of $198,154. Over the years, it saw substantial growth, reaching sales of over $950 million by 1995. Today, Richard Rogers, Mary Kay Ash’s son, serves as the chairman, and her grandson, Ryan Rogers, is the CEO.

PRODUCT PORTFOLIO

• Cosmetics

BUSINESS MODEL

Mary Kay operates on an MLM model, where beauty consultants, also known as Mary Kay consultants, earn income through direct sales in their communities and commissions from recruiting others into their distribution network. To become a consultant, one must purchase a $100 starter kit. However, Mary Kay releases few details about the average income of its sellers.

Founded as a subsidiary of Tri-Chem, BeautiControl was initially led by Jinger Heath, who started selling BeautiControl products in 1972. By 1981, Jinger and Richard Heath took over the business, purchasing BeautiControl’s machinery, inventory, and packaging, and maintained the company’s name. The company, known for its commitment to non-animal tested, fragrance-free, and dermatologically tested products, established itself as a leading direct seller of cosmetics, skin care, fragrances, and nutritional supplements.

PRODUCT PORTFOLIO

• Women’s cosmetics
• Skin care products
• Fragrances for men and women
• Nutritional supplements

BUSINESS MODEL

BeautiControl’s business model revolves around consultants who purchase products from the company and resell them at a 100 percent mark-up, mainly through offices or home clinics rather than door-to-door sales. This model emphasizes quality products sold at affordable prices, with a strong focus on customer service and convenience. The company’s goal is to be a premier skin care and image company, emphasizing the importance of service in its business approach.

Rodan & Fields, LLC, also known as R+F, is an American MLM company founded by dermatologists Katie Rodan and Kathy A. Fields in 2002. Initially, they developed the skincare brand Proactiv as a preventative solution for acne in 1995. The brand was relaunched as an MLM firm in 2007, focusing on skincare products. Rodan and Fields met during their dermatology residency at Stanford University School of Medicine, which laid the foundation for their future collaboration【156†source】【157†source】.

PRODUCT PORTFOLIO

• Skincare products

BUSINESS MODEL

Rodan + Fields operates using an MLM model, where consultants sell products through social media, phone, and in-person presentations, and recruit others to join their sales team. This distribution method has faced criticism but remains a key aspect of their business strategy. The average annual income for a consultant in 2015 was reported as $3,182【158†source】.

Founded in 2012 by the brother-and-sister duo Derek Maxfield and Melanie Huscroft, Younique is an American multi-level marketing company headquartered in Lehi, Utah. The company was partially owned by Coty, Inc. between 2017 and 2019. Younique was established with a mission to uplift, empower, and validate women globally. It is known for its innovative selling systems, unique beauty products, and its commitment to philanthropy, particularly through its support of Saprea, an organization focused on helping survivors of childhood sexual abuse.

PRODUCT PORTFOLIO

• Cosmetics
• Body and skincare products
• Beauty tools
• Fragrances
• Mixed cosmetic collections and sets

BUSINESS MODEL

Younique markets its products through a community of independent presenters, leveraging the power of social media. This approach allows for a wide reach and personal connection with customers, aligning with the company’s vision of empowering women not just through beauty products but also through business opportunities.

Founded in 1968 by Eduardo Belmont, Belcorp has established itself as a significant player in the multi-level marketing (MLM) industry, specializing in cosmetics. With a history spanning over fifty years, it is remarkable for its longevity in a sector where most MLMs last fewer than five years. Belcorp, headquartered in Peru, is renowned in the MLM beauty sector for its expertise in sales, product management, and marketing. The company’s recent technological advancements include the launch of virtual try-on technology across various regions.

PRODUCT PORTFOLIO

• Belcorp owns three brands:
  • L’Bel
  • Esika
  • Cyzone

BUSINESS MODEL

Belcorp operates on an MLM model, enabling independent sellers to be their own bosses by marketing and selling products from its range of brands. This approach offers sellers a diverse array of products to choose from, catering to different consumer preferences and beauty needs. The company’s program provides opportunities for individuals to engage in entrepreneurial endeavors within the beauty sector.

Founded in 1967 by Jonas af Jochnick and Robert af Jochnick, Oriflame is a Swedish-based cosmetics company. It has grown steadily since its inception, expanding its reach far beyond Sweden’s borders. Oriflame operates in more than 70 markets globally, with its largest markets in the Nordic countries and Europe. The company, headquartered in Schaffhausen, Switzerland, and with a main business location in Stockholm, Sweden, operates as a multi-level marketing organization.

Product Portfolio

• Perfumes
• Makeup
• Skincare
• Hair care
• Body care All products are made with natural ingredients aimed at promoting a healthy, youthful appearance.

Business Model

Oriflame uses a direct sales model without physical stores, selling products through over three million independent representatives (beauty consultants) in more than 70 countries. These consultants earn sales commissions and recruit new consultants, with a business model focusing on empowering customers to become entrepreneurs.

Nu Skin Enterprises was founded in 1984 in Provo, Utah, by Blake Roney, Sandie Tillotson, and Steve Lund. Initially serving the U.S. market, Nu Skin expanded to Canada in 1990 and began operations in Asia, starting in Hong Kong, in 1991. By 1996, the company was listed on the New York Stock Exchange. It’s an American multi-level marketing company that develops and sells personal care products and dietary and nutritional supplements under the Nu Skin and Pharmanex brands, with a network of approximately 1.2 million independent distributors in 54 markets.

Product Portfolio

• ageLOC TFEU Uplifting Cream
• Lip Plumping Balm
• Nu Colour® Bioadaptive BB+ Skin Loving Foundation
• POWERlips Polish Duo Passionista These products are part of Nu Skin’s extensive range of personal care and nutritional supplements.

Business Model

Nu Skin uses a multi-level marketing business model where each distributor markets products directly to potential customers and recruits and trains customers to become distributors. Distributors are paid from the retail markup on products they sell personally and a performance bonus based on the sales of the distributors they have recruited. This model allows for a network-based approach to sales and distribution.

Founded in 1978 in Tempe, Arizona, by Rex Maughan, Forever Living Products is a multi-level marketing company. By the 1990s, Rex Maughan had acquired the Texas company Aloe Vera of America for distribution. The company has grown significantly, reporting a network of 9.3 million distributors and $4 billion in revenue in 2021, with 4,100 employees in 2006.

Forever Living Product Portfolio

• Honey bee supplements (bee pollen, propolis, and royal jelly)
• Drinks and Gels: Forever Aloe Vera Juice, Forever Aloe Berry Nectar, Forever Aloe Mango, Forever Aloe Peaches, Forever Aloe Vera Gel
• Essential Oils: Forever Essential Oils Lemon, Forever Essential Oils Peppermint, Forever Essential Oils Lavender
• Household Items: Forever Aloe MPD 2x Ultra, Forever Hand Sanitizer, Aloe First Spray, Aloe Liquid Soap
• Nutritional Products: Forever A-Beta-CarE, Forever Ginkgo Plus, Forever Fields of Greens
• Personal Care: 25th Edition Fragrance For Men, 25th Edition Fragrance For Women, Aloe Bath Gelee, Aloe Hand Soap, Aloe Veterinary Formula
• Skin Care: Aloe Body Toner, Aloe Heat Lotion, Aloe Lotion, Firming Day Lotion, Forever Epiblanc.

Forever Living Business Model

Forever Living Products operates on a multi-level marketing business model, utilizing a network of distributors for the sales and distribution of its products. This model allows individuals to become distributors of the company’s products, enabling them to sell directly to customers and recruit others into the distribution network. Distributors earn income from the retail markup on products they sell and may also receive bonuses based on the sales performance of the distributors they recruit.

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Jeunesse Global, founded in 2009, is a multi-level marketing company with a global presence in the beauty and wellness industry. The name “Jeunesse” means “youth” in French, aligning with the company’s focus on anti-aging products. Jeunesse experienced rapid growth initially, though this growth has somewhat tapered off in recent years. The company aims to create positive impact by helping people look and feel young, while empowering them to unleash their potential.

Product Portfolio

Jeunesse’s product line includes a variety of anti-aging and wellness products:

• FINITI Skin Regenerative Mix
• Luminesce Youthful Skin Care
• Naara Collagen Beauty Drink
• 4RLF Topical Analgesic
• AM & PM Essentials Daytime and Nighttime Well-being
• FINITI Advanced Wellness Formula
• L1FE NMN Supports NAD+ Levels
• M1ND Memory Support Supplement
• m·mūn 365 Dietary Supplement
• MONAVIE Joint & Antioxidant Drink
• POWER 7VN
• RESERVE Resveratrol & Antioxidant Fruit Blend
• RevitaBlū Immune Support Drink
• ZEN Bodi Weight Management System.

Business Model

Jeunesse uses a person-to-person direct selling approach through its independent distributors, supported by a multilevel marketing system. The company had over 6,000 active distributors in 2020. Their Financial Rewards Plan includes various income streams such as retail sales commissions, team-building earnings, and leadership rewards. Distributors can earn in multiple ways, including direct sales commissions, retail sales bonuses, network team commissions, weekly matching bonuses, customer acquisition incentives, and quarterly bonus pools. The maximum payout to all distributors is capped at 45% of global revenue. Distributors can earn a gross profit of 15% to 40% on sales. However, a significant portion of distributors earn a modest amount, with many not earning any commissions at all.

Neora, formerly known as Nerium International, was founded in 2011 in Addison, Texas. Initially starting with a single product, the company has expanded into a range of skincare, personal care, and wellness products. Originally focused on a single ingredient from the Nerium Oleander plant, Neora has grown into an anti-aging company with a broad product range, selling in over 13 countries.

Product Portfolio

• Skincare
• Personal Care
• Wellness Products These products are custom-formulated, focusing on anti-aging and delivering real results, developed through global research and development efforts.

Business Model

Neora operates as a multi-level marketing company. With the launch of the new brand name, the company also introduced a new compensation plan, designed to be state-of-the-art in the industry. This plan focuses on rewarding both business builders and customer acquirers, aiming to balance the growth of customer bases and business development.

NYR Organic, standing for Neal’s Yard Remedies, is a multi-level marketing company specializing in the natural health and beauty niche. Founded in 1981, it offers products in various categories including skincare kits, cosmetics, gifts, body products, supplements, and herbal remedies. The focus on natural products is a key characteristic of the company, which now operates in several countries.

Product Portfolio:

• Skincare Kits
• Cosmetics
• Gifts
• Body Products
• Supplements
• Herbal Remedies

Business Model:

The company follows a multi-level marketing model. Income opportunities for distributors include retail sales, with a 25% commission on retail sale prices, and personal sales bonuses for achieving specific sales targets. Team bonuses start at the rank of Senior Consultant, paid on the bonus value of the downline’s sales. The company also offers rank advancement bonuses, rewarding distributors for advancing in the company’s ranks.

Atomy Corporation, a network marketing and multilevel marketing company, was founded in 2009 by Han-Gill Park in South Korea. The company focuses on manufacturing and distributing nutritional supplements, healthcare, and skincare products, with a portfolio of over 400 products. It operates in 24 countries, growing from the founder’s vision to create high-quality products at affordable prices.

Product Portfolio:

• Nutritional Supplements
• Healthcare Products
• Skincare Products

Business Model

Atomy’s business model is structured as direct selling with a network marketing component. Unlike typical MLM companies where distributors act as resellers, Atomy members serve only as sales agents. They earn from their personal purchases and the purchases made by their downlines. The compensation model includes five types of dealerships and seven types of masterships, featuring:

• No entry fee and only one product purchase per year to keep the account active.
• A binary structure for downlines.
• Unlimited levels of benefit accumulation.
• Global one marketing with a universal ID for worldwide use.
• Inheritance of passive income streams up to three generations.
• A unique benefit sharing structure, capping commissions for the top tier at USD 50,000 per month, with surplus commissions shared among lower tiers.

Votre Vu is a distinguished retailer in the skincare industry, known for its premium quality products. The company has carved a niche for itself in the health and beauty sector, particularly in the realm of cosmetics. With its headquarters in Glendale Heights, IL, Votre Vu has established a strong presence, specializing in a range of skincare items including creams, balms, body care, makeup, and more【7†source】.

Product Portfolio

• Skincare creams
• Balms
• Comprehensive body care range
• Exclusive makeup collection
• Specialized powder ingredients

Business Model

Votre Vu’s business model is structured around direct selling, with a strategic compensation plan aimed at fostering team building and leadership among its Brand Ambassadors. Key elements of this plan include:

1. Enrollment Commissions: A rewarding system where ambassadors earn commissions for enrolling new members. The earnings range from $25 to $130 based on the purchased package.
2. Team Cycle Bonus: A structure encouraging team development, offering potential weekly earnings based on the business volume of the lesser performing leg.
3. Matching Cycle Bonus: Incentivizing upline sponsors to assist their downline team members, this bonus offers a percentage of the team cycle bonuses earned by team members.
4. Lifestyle Bonus: A monthly bonus for consistent performance in the business, with the amount increasing with higher ranks.
5. Multiple Business Centers: For top-ranking members, this feature allows the creation of additional business centers, thereby enhancing earning potential.

The compensation plan is designed to be lucrative for those who effectively build and manage their teams, progressing through various leadership positions.

Founded in 2012, Verefina is a company committed to offering 100% natural bath and body products. It was established with the goal of providing safe and natural skincare products, free from harmful chemicals and additives. The founder, Jennifer Lugo, began the company by creating her own line of personal care products using all-natural and organic ingredients, initially for personal and family use. Her products quickly gained popularity among friends and family, leading to the formation of Verefina as a direct sales company. Today, Verefina’s products are distributed by several teams of independent sales consultants, making these natural solutions accessible to a wider audience.

Verefina Product Portfolio

• Facial Care: A range of products including cleansers, hydrators, and moisturizers.
• Deodorants: Natural options like magnesium deodorant and moisturizing deodorant cream.
• Hand & Body: Nourishing lotions and soaps.
• Lip Care: Balms and butters for lip nourishment.
• Natural Remedies: Products for first aid, after-sun care, respiratory support, insect defense, and immunity enhancement.
• Essential Oils: A selection of single oils, blends, roll-ons, and diffusers.

Business Model

The business model of Verefina is centered around direct sales, offering independent consultants the opportunity to represent and sell Verefina products. Key aspects of the Verefina business model include:

• Personal Sales Commissions: Consultants earn up to 30% in personal sales commissions.
• Downline Commissions: Additional earnings from downline sales, ranging from 2% to 6%.
• Startup Cost: An accessible entry point with a startup cost of $99 for the basic business kit, which includes business supplies and a selection of products.
• Host Rewards: Incentives for hosting home parties, including a portion of party sales in free products.
• Flexibility: Consultants have control over their schedules and earnings, with no minimum monthly sales requirements at the initial level.

Verefina’s business structure allows for personal entrepreneurship and growth within the direct sales industry, providing a platform for individuals to build their own business centered around natural and safe personal care products.

Founded in 1969 in Brazil, Natura is a leading cosmetics manufacturer known for its commitment to sustainability and ethical sourcing. The company is Brazil’s #1 cosmetics manufacturer with a significant market share and a robust direct sales sector presence. It has a strong economic performance, evidenced by a consistent growth in revenues and a steady dividend payout. Natura’s success is underpinned by its innovative products that promote well-being, a network of relationships, and a corporate behavior guided by sustainable development.

Natura Product Portfolio

Natura’s product range is diverse, encompassing various beauty and personal care items. Their portfolio includes:

• Skincare products addressing various needs such as anti-aging, hydration, and sun protection.
• Hair care products catering to different hair types and needs, including shampoos, conditioners, and specific treatments.
• A line of fragrances for men, women, and babies.
• Men’s grooming products including shaving and hair care items.
• Baby care products, ensuring gentle and safe formulations.
• A unique line of eco-refills, reflecting their commitment to sustainability.

Natura Business Model

Natura operates primarily through a direct sales model, employing a vast network of sales consultants globally. This direct selling approach allows the company to maintain robust and flexible distribution channels, especially in regions with limited transport infrastructure. Natura has over 6 million consultants in its network across all its brands, including The Body Shop and Aesop. The company’s approach also includes a focus on customer relationship management and loyalty programs, which are key to their business operations.

Additionally, Natura’s commitment to sustainability is evident in its business operations. The company focuses on ecological impact assessments of its products and services and is a founding member of the Union for Ethical BioTrade. They ensure their sourcing practices promote biodiversity conservation, respect traditional knowledge, and assure equitable sharing of benefits along the supply chain. Natura does not test its products on animals and follows stringent international safety standards.

Natura’s acquisition of Avon Products in 2020 has further bolstered its position in the beauty industry, making it the world’s fourth-largest pure-play beauty group. The company is listed on the Novo Mercado of the Ibovespa and also trades on the New York Stock Exchange (NYSE), reflecting its global presence and robust business model.

Noevir Holdings Co., Ltd., founded originally as Noevir Co., Ltd. in 1964, is a Japanese company specializing in business management. Established as a holding company in 2011, it is listed on the Tokyo Stock Exchange’s Prime Market. The company oversees a range of domestic and international subsidiaries and maintains a workforce of over 1,300 employees. Noevir’s history includes key developments like transitioning to the Tokyo Stock Exchange’s Prime Market and structural changes within its group companies. For more detailed information about Noevir Holdings Co., Ltd., please visit their corporate profile.

Aloette Cosmetics, founded in 1978, has established itself as a premier age-defying beauty brand in North America. Known for its high-quality skincare and cosmetic products, Aloette has a strong commitment to environmental sustainability and clean beauty. This commitment is evident in their formulation of products, which are made with their proprietary Aloeganic® aloe vera, nourishing botanical ingredients, and age-defying science. Over the years, Aloette has continued to innovate and lead in skincare and makeup products by utilizing the latest technology to correct and prevent future signs of aging.

Aloette Product Portfolio

• Skincare: Including cleansers, toners, treatments & serums, masks & scrubs, and moisturizers.
• Makeup: A range of customizable beauty products, items for the face, eyes, lips, brushes, and nail lacquer.
• Bath & Body: Special collections such as Coconut Milk & Turmeric and Rest & Restore.

Aloette Business Model

Aloette’s business model recently evolved with the introduction of the Aloette Affiliate Program. This innovative approach is tailored for content creators and social influencers, enabling them to earn through sharing their passion for Aloette products. Key features of this program include:

• Affiliate Commissions: A flat 25% commission on sales made through the Affiliate’s website.
• Benefits for Affiliates: Includes discounts on personal orders, training access, early access to new product launches, and eligibility for special incentives and rewards.
• Flexibility and Independence: Different from traditional Beauty Consultant roles, Affiliates work independently to share and gather sales but can transition to Beauty Consultants if they choose to expand their business.

For more detailed information about Aloette’s product offerings and their business opportunities, please visit their website.

3000BC Therapeutics, established in 2020, is a unique player in the wellness industry, bringing the age-old wisdom of energy healing and aromatherapy to the contemporary market. The company, founded by Sangeeta Bhalla, is centered around the concept of “Prana” energy and the therapeutic properties of essential oils. Bhalla’s personal journey and experience in healing and aromatherapy are deeply embedded in the company’s ethos and product development.

3000BC Therapeutics Product Portfolio

• Aromatherapy Products: Essential oil blends designed with a focus on healing and wellness.
• Therapeutic Energy Healing Solutions: Services and products aimed at facilitating the body’s natural healing processes.
• Guided Meditation Services: Offerings to aid in stress reduction and promote mental peace.

These products and services are developed to address various aspects of stress and anxiety, offering solutions for issues like insomnia, indigestion, emotional trauma, and more. The efficacy and purity of their products are backed by AYUSH certification, ensuring adherence to rigorous therapeutic standards.

3000BC Therapeutics Business Model

The business model of 3000BC Therapeutics appears to be centered around direct sales and online retail, offering their range of wellness products and services directly to consumers. The company’s approach includes leveraging the expertise of its founder in energy healing and aromatherapy to create unique and effective wellness solutions. By integrating ancient practices with modern lifestyles, 3000BC Therapeutics seeks to offer a holistic approach to health and well-being.

Their focus on pure, plant-based ingredients and the therapeutic use of essential oils sets them apart in the wellness industry. Additionally, the company emphasizes easy-to-use products, making them accessible to individuals seeking a more natural and holistic approach to health.

For more information about their products and services, you can visit the official website of 3000BC Therapeutics.

Industry Trends and Marketing Strategies

This section delves into the latest trends like digital marketing, eco-friendly products, and consumer engagement, as well as effective marketing strategies including influencer collaborations and online sales channels.

Conclusion

The makeup and cosmetics sector within the MLM industry is witnessing significant growth and innovation in 2024. From established giants like Avon and Mary Kay to emerging players like Verefina and 3000BC, each company brings unique products and business strategies to the table. This dynamic industry, driven by consumer demands for quality and innovation, continues to evolve with trends like digital marketing and eco-friendly products. As the landscape changes, these top 20 companies demonstrate the vibrancy and resilience of the MLM model in catering to diverse beauty needs. For anyone interested in the MLM space, particularly in makeup and cosmetics, staying updated with these trends and companies is crucial for understanding the current and future state of the industry.

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