Honoring the channel’s innovators, achievers & visionaries
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Direct selling is in transition—as preferences of both customers and distributors evolve, the industry continues to refine and redefine what it means to participate in the channel. While revenues for many companies remained flat or declined, several companies reported remarkable gains. And companies across the industry continued to embrace and incorporate new practices and technologies to attract people to the channel and to inspire current participants to expand their vision.
Against this backdrop of change and challenge, Direct Selling News held its 16th Global Celebration event on Tuesday, March 25, 2025 in Irving, Texas to recognize and celebrate the very best of direct selling. The night was co-hosted by industry advocate Crayton Webb, CEO of Sunwest Communications, and DSN Publisher, Patricia White.
Hundreds of people representing over 100 companies around the world attended in person. Awards and honors were revealed in several categories, including a Lifetime Achievement Award, a Legacy Award, Bravo Awards and the unveiling of 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 and service.
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 Amway, a company that has embraced all three pillars equally for more than six decades. They own certified-organic farms in the United States, Mexico and Brazil, using regenerative farming to enrich soil, conserve water and protect biodiversity. They also focus on sustainable products—choosing ingredients responsibly, reducing waste and ensuring full transparency so customers know exactly what they’re getting. In 2024, they donated over $14 million to disaster relief, grants and nonprofits. And their employees gave back, too—volunteering more than 29,000 hours to help families access nutrition, education and financial stability.
Next, DSN honored three companies with the Bravo Impact Award, which recognizes the achievements of well-rounded companies that take a holistic, measured and incremental approach to growth, innovation and operational integrity.
The first award went to L’BRI. With 27 years in business and revenue growth for nearly all of them, L’BRI and the consistency its founders have demonstrated are worthy of headlines. They’ve invested millions to modernize their consultant systems and supercharge field success through training, resources and tools. Their product portfolio and warehousing system have seen significant investment as well, resulting in a 71 percent repurchase rate with less than a one percent return rate.
The second Impact Award honoree was Immunotec. The company has been a pioneer in immune health since 1996. Their flagship product, a patented and clinically proven immune booster, has transformed millions of lives. But their impact goes beyond products. In 2024, they saw an 89 percent surge in customer growth and a 38 percent increase in new consultants—proof that their mission is resonating worldwide. And their commitment to giving back shines through their ImmunoKids Foundation, which supports children facing illness and hardship.
The final recipient of the Impact Award was OMNILIFE. For more than 30 years, OMNILIFE has helped millions achieve success—not just in business, but in health, personal development and financial independence. Their approach has impacted more than seven million people, 80 percent of whom are women. They’ve invested heavily in education, launching the CreSiendo Academy—a platform offering 24/7 access to training in leadership, personal finance and direct sales.
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 LifeWave. Although it is known for its flagship patch, LifeWave has evolved to much more, amassing a fan following that drove $555 million in annual revenue in 2024. Their newly announced X2O Water Machine follows the science-backed LifeWave template for innovation and is expected to be a highlight for the company throughout 2025.
DSN’s newest award honors supplier companies that uplift, support and contribute to the growth and evolution of the direct selling channel This prestigious accolade, the Bravo Supplier Award, is bestowed upon organizations that demonstrate exceptional innovation, expertise and unwavering dedication to the continuous advancement of the channel. This year’s recipient was Exigo. Since its launch in 2000, Exigo has provided the technology that powers direct selling businesses worldwide. What started with compensation software has evolved into a full-scale platform, delivering real-time data, analytics and field enablement tools that help companies grow and thrive. With a presence in 130 markets, they allow companies to focus on what they do best: selling great products.
Two domestic Bravo Growth Awards were announced, one to a product-based company and one to a service-based company. This award celebrates direct selling companies with the highest year-over-year revenue growth on the Global 100 List.
This year’s domestic product Growth Award was given to LifeWave. In just six years, they’ve grown from $20 million in revenue to a phenomenal $555 million. Their products are now available in over 100 countries, with operations spanning the Americas, Europe, the Pacific and Asia.
Real Brokerage won in the service-based category. In 2024, they shattered expectations, posting a record $1.26 billion in revenue—an 83 percent increase from the year before. Over the last four years, they’ve grown an astonishing 6,100 percent, proving that innovation and technology can revolutionize even the most traditional industries. While others struggled in a sluggish housing market, Real surged ahead, adding 10,000 new agents in 2024, reaching 26,200 agents in March of 2025 across the US and Canada.
The Bravo International Growth Award winner was no stranger to the Global Celebration stage. Luxembourg-based PM-International won the award for the fifth consecutive year. In 2024, they surpassed $3.25 billion in annual retail sales—topping their own record from the year before. That kind of momentum doesn’t just happen. It’s the result of 31 consecutive years of growth, powered by a clear strategy and a commitment to excellence. Since their founding in 1993, they have expanded into 71 countries; secured 70 patents; and sold nearly a billion health and wellness products.
DSN also gave out two Bravo Awards recognizing individuals for their contributions to the direct selling industry.
Direct Selling News Founder & CEO
The Bravo Excellence Award is reserved for executives with a long history of leadership, excellence and integrity—champions of the channel and positive mentors to all who serve it. The award was given to Marjorie Fine. More than 35 years ago, she stepped into the industry without knowing how profoundly it would shape her career and how much she would shape the industry in return. At Shaklee, she saw firsthand how direct selling empowered individuals—particularly women—to build businesses, develop confidence and create lasting communities. Marjorie was also the first chair of the DSA Ethics and Self-Regulation Committee; the Chairman of the DSA Board; and a key advocate for public policy initiatives, including Direct Selling Day on Capitol Hill. Through it all, she has remained a mentor, a role model and a fierce advocate for the industry.
The Bravo Leadership Award is reserved for Founders and CEOs and recognizes outstanding achievement and exceptional leadership. This year’s honorees were Ørjan and Hilde Sæle of Zinzino. Ørjan and Hilde turned a small startup into a global pioneer in personalized, test-based nutrition. Over the last 20 years, they have transformed their company from a coffee subscription business into a life science powerhouse, now ranked among the Top 50 on the DSN Global 100 List. Their vision? To bring precision health solutions to 100 million customers worldwide. They built a distributor-owned company, ensuring the field shares in the success they helped create. And they pioneered test-based nutrition, moving the industry beyond guesswork to real, measurable health transformations.
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 2024. Inclusion on the Global 100 has become a point of much-deserved pride.
The Global 100 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 is comprised of 59 companies with combined revenue of nearly $60 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 third time this award has been bestowed, as we honored the memory of the late Jim Northrup.
For decades, Jim led with wisdom, integrity and an unwavering commitment to people—whether as President and CEO of Immunotec, CEO of Princess House or through his work with the Direct Selling Association and Direct Selling Education Foundation.
His legacy is not just in the companies he built or the executives he mentored—but in the lives he touched; the trust he earned; and the inspiration he left behind.
Lifetime Achievement Awards
The DSN Lifetime Achievement Award is reserved for those whose profound contributions have left an enduring legacy on the channel. And few have shaped this space quite like John Addison.
For more than three decades, John’s leadership has been defined by vision, resilience and an unwavering belief in people. As Co-CEO of Primerica, he helped steer the company through transformation, breaking free from Citigroup and leading one of the most successful IPOs of 2010.
Under his leadership, Primerica grew from $1 billion to over $1.5 billion in annual revenue, laying the foundation for the company’s ongoing success—now exceeding $3 billion. But John’s impact extends far beyond one company. As an advisor, speaker and author, he has mentored countless leaders, sharing hard-earned wisdom on leadership, perseverance and growth. His latest book, Turn Your Fear into Fuel, is a testament to the mindset that has guided his extraordinary career.
The Oscars of Direct Selling
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, watch a replay at DSNG100.com for a limited time.
Congratulations to the winners and thank you to the hundreds in the room. 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 May/June 2025 issue of Direct Selling News magazine.
