Honoring the channel’s innovators, achievers & visionaries
It’s been a year of transition as direct selling companies and distributors continue to refine and redefine what it means to participate in the channel. While revenues for many companies remained flat or declined, several companies did report remarkable gains. And companies across the industry continued to embrace and incorporate new methods of doing business to attract new people to the channel and to inspire current participants to expand their vision.
Direct Selling News held its 15th Global Celebration event on Wednesday, April 3, 2024 in Irving, Texas to recognize and celebrate the best of direct selling. It was an exciting night hosted by DSA Hall of Famer, Researcher, Author, DSN Legend, DSN Lifetime Achievement Honoree and former Publisher and Editor-in-Chief of DSN John Fleming and current DSN Publisher, Patricia White.
Hundreds of people representing over 115 companies around the world attended in person. And thousands more watched the event via free livestream. Awards and honors were revealed in several categories, including two Lifetime Achievement Awards, a Legacy Award, the Bravo Awards and the DSN Global 100 List.
The Bravo Awards
Each year the Bravo Awards recognize companies for outstanding achievement and excellence in areas of leadership and the highest percentage of revenue growth. Specialty awards are also given to individuals and companies for their achievements in and service to the direct selling channel.
The first awards of the evening recognized companies for their achievements.
DSN added a new award this year, the Bravo Supplier Award. This award honors supplier companies that uplift, support and contribute to the growth and evolution of the direct selling channel. This prestigious accolade is bestowed upon organizations that demonstrate exceptional innovation, expertise and unwavering dedication to the continuous advancement of the channel.
The inaugural winner was the Foley & Lardner Law Firm for their remarkable dedication and pivotal role in the Neora FTC case. Their unwavering commitment and expertise in navigating complex legal terrains not only upheld the principles of fair trade but also safeguarded the integrity of the direct selling channel. Through exhaustive research, strategic litigation and unwavering advocacy, Foley & Lardner demonstrated unparalleled diligence in ensuring justice and equity prevail.
The Bravo Global Good Award recognizes companies that take a proactive approach to environmental, philanthropic and social responsibility issues. This year the honor went to Mary Kay. As a beacon in the direct selling industry, Mary Kay has consistently demonstrated a proactive commitment to making a positive impact on communities worldwide. Through innovative sustainability initiatives, such as their commitment to renewable energy and eco-friendly packaging, Mary Kay has set a high standard for environmental stewardship. Their philanthropic endeavors support causes related to cancer research, domestic violence prevention and empowering women.
The Bravo Innovator Award recognizes direct selling companies that embrace and deploy emerging technologies and future-focused strategies that propel the channel forward. This year, the award was given to Scout & Cellar. As industry trailblazers, Scout & Cellar has implemented advanced data analytics to enhance customer experiences; leveraged artificial intelligence for personalized recommendations; and implemented groundbreaking omnichannel opportunities for their field.
DSN honored three companies with the Bravo Impact Award. The award recognizes the achievements of well-rounded companies that take a holistic, measured and incremental approach to growth, innovation and operational integrity and excellence. These companies are helping to lead the way forward in shifting the public perception of direct selling.
The first award went to Red Aspen. Red Aspen has set a high standard for ethical and sustainable business practices. Their strategic mindset of staying on trend and inclusive—catering to generational preferences to remain relevant with today’s Millennial and Gen Z customer base—underscores their innovative spirit and adaptability in a dynamic marketplace.
The second Impact Award honoree was Neora. The company has a long-standing history of operating with integrity. This solid foundation led to Neora’s landmark victory against the FTC, showcasing unparalleled tenacity and resilience–marking a legendary milestone in the history of direct selling. This triumph not only solidifies Neora’s position as a leader in the direct selling space but also demonstrates their unwavering dedication to ethical practices and industry advancement.
The final recipient of the Impact Award was Hy Cite. Hy Cite began as a modest garage startup, evolving over 65 years into a global powerhouse in high-end cookware and kitchenware. With a network of 10,000 independent distributors spanning 20+ countries, primarily in North and South America, Hy Cite prioritizes its 1,600 employees’ experience. Through strategic focus on employee satisfaction, product innovation and enhanced customer service, the company doubled its size in just three years, achieving remarkable double-digit revenue growth globally in 2023.
The domestic Bravo Growth Award celebrated the direct selling product-based company with the highest year-over-year revenue growth on the Global 100 List, LifeWave. Embarking on their journey in 1998, it took them 16 years to achieve an annual revenue of less than $20 million by 2018. However, that trajectory changed dramatically in 2019 with the launch of their groundbreaking hero product, X-39. Fast forward to 2023, and their growth trajectory defies expectations, catapulting to $370 million in annual revenue—a remarkable 50 percent year-over-year increase from the previous year. This phenomenal achievement marks an astonishing 2,000 percent growth rate over the past five years.
Two Bravo International Growth Awards were announced, one to a product-based company and one to a service-based company.
The product-based winner was no stranger to the Global Celebration stage. Luxembourg-based PM-International won the award for the fourth consecutive year. They achieved their first billion in their 26th year of business, then took only four years to reach $3 billion in 2023—a testament to their unwavering dedication and tireless pursuit of excellence. This remarkable growth amounts to an 18 percent increase of $450 million year-over-year growth.
Utility Warehouse won in the service-based category for the second consecutive year. As a publicly traded entity, their impact reverberates far and wide, demonstrating remarkable growth, soaring from just over $2 billion in 2022 to an impressive $2.9 billion in 2023—for a 38 percent year-over-year increase, with revenues approaching the $3 billion mark in the fiscal year 2023.
DSN also gave out three Bravo Awards recognizing individuals for their contributions to the direct selling industry.
The Bravo Excellence Award is reserved for executives with a long history of leadership, excellence and integrity. These individuals are champions of the channel and positive mentors to all who serve it. The Award was given to Nathan Moore, President of Global Sales and Marketing of Mary Kay. Nathan joined Mary Kay in 1995 as a staff attorney, was quickly promoted to General Counsel and the executive team and since 2017 has been leading the global marketing efforts of this 60-year old company.
Two Bravo Leadership Awards were given. This award recognizes outstanding achievement and exceptional leadership of a direct selling executive.
The first recipient was Jeff Olson, Founder and CEO of Neora in honor of his visionary leadership of the company through its seven-year legal battle with the FTC. Jeff’s mission in founding Neora was to build a company the right way—on a solid foundation with world-class products and a model hyper-focused on customer acquisition. This foundation allowed him to make the ultimate stand for this industry when the FTC tried to challenge him and emerge victorious.
The second Bravo Leadership Award was given to a true luminary in the real estate industry—Glenn Sanford, Founder and CEO of eXp World Holdings. As the driving force behind the largest independent real estate company globally, Glenn embodies visionary leadership, carving out a bold new path for the industry. No stranger to accolades, Glenn and team have already garnered several impressive awards in just the first few months of 2023, such as its seventh straight inclusion on Glassdoor’s prestigious list of Best Places to Work.
The Global 100 List
One of the most eagerly anticipated announcements each year at the Global Celebration is the unveiling of the Global 100 List. This list determines the top direct selling companies in the world for 2023. Inclusion on the Global 100 has become a point of much-deserved pride.
The List offers a unique perspective on the global impact of the industry by recognizing companies’ revenue achievements. Recognition for each of these companies is the culmination of months of research and the cooperation of many individuals around the world.
This list represents both private and public companies with more than $100 million in annual revenue for the 2023 year. This year’s list reflects 58 companies with combined revenue of nearly $64 billion dollars.
Legacy Award
Through the Legacy Award, DSN pays homage to the enduring legacy of revered executives, acknowledging their profound impact and enduring contributions. This year marks only the second time this award has been bestowed, as we honored the memory of the late JR Ridinger, Founder and CEO of Market America.
With his beloved wife Loren by his side, JR embarked on a journey that revolutionized the landscape of online retailing. But beyond that, JR impacted countless lives by creating an opportunity that was both aspirational and attainable. He was a force of nature—someone who impacted so many lives by the way he lived his.
Lifetime Achievement Awards
The DSN Lifetime Achievement Award is reserved for those whose profound contributions have left an enduring imprint on the channel. This year DSN honored two new inductees into this very exclusive club: Jerry Brassfield and Rick Goings.
Jerry joined direct selling at the age of 19 and went on to become the founder of NeoLife, mentoring industry legends like Jim Rohn, Rudy Revak and Larry Thompson along the way. Today, at 83, Jerry remains extremely active and rather than accumulating wealth, he’s now focused on giving more away. Read more about Jerry’s inspiring journey and career.
Rick was recognized for his long career stewarding success at both Avon and Tupperware. His leadership philosophy has always focused on helping people become the best version of themselves. He hopes to be remembered for helping people shift their mindset to fully embrace what is possible. T
Turning up the Volume
Because of the momentous nature of this year’s event, DSN pulled out all the stops and had a live band on hand to next level the celebration. Led by USANA’s Executive Chairman Kevin Guest, the Free Radicals are a high-energy, high-octane world-class cover band. This group of talented musicians had the crowd dancing and singing along.
A Night to Remember
The DSN Global Celebration is the industry awards event of the year—a night designed to celebrate, inspire and motivate! If you missed the broadcast, you can watch a replay for a limited time.
Congratulations to the winners and thank you to the hundreds in the room and thousands of viewers worldwide. And a sincere thank you to all our Supporter Companies and Supplier Sponsors for helping DSN provide this night of celebration, recognition and camaraderie.
From the June 2024 issue of Direct Selling News magazine.
