What DSN’s 2025 survey reveals about momentum—and the companies driving it.
In an environment defined by economic uncertainty, rising competition and rapid technological change, momentum is one of the clearest indicators of success. That’s why Direct Selling News tracks momentum so closely. It reveals not just growth, but durability. The results of our 2025 year-over-year Quick Poll don’t just describe the market—they surface the companies building real momentum within it.
Those results tell a powerful story. The market is competitive, selective and increasingly unforgiving—but, more importantly, also full of opportunity for companies designed to win.
The Product Landscape by the Numbers
This year’s Quick Poll surveyed 100 product companies with at least $50 million in North American revenue or ARR, compiling 80 data points. The results of our analysis and research reveal a divided market:
- 50% reported year-over-year growth
- 50% reported a decline
- 25% achieved momentum growth of 20% or more
The 25 percent cohort—companies growing 20 percent or more year over year—is the group highlighted throughout this report, and that final number provides our most important validation. In a crowded, ever-shifting product landscape, one in four direct selling product companies delivering true momentum is a strong indicator of the channel’s resilience and opportunity.
It is also important to note that an equal number of companies reported year-over-year declines. The Quick Poll did not require respondents to specify the exact magnitude of those declines, so the data does not reflect how steep the contraction was across that cohort.
What we can say is that a significant portion of the market is moving in the opposite direction. While the reasons vary by organization, sustained declines of this nature rarely correct themselves without decisive action and structural change. These are not ships that will right themselves without fast reflection and meaningful pivots.
Where Product Momentum Is Concentrated
The product companies showing momentum span wellness, nutrition, beauty and lifestyle—categories still deeply embedded with everyday consumer behavior.
Established brands such as Shaklee, Zinzino (NASDAQ First North: ZZ B), Immunotec, Omnilife, Partner.co, Vida Divina and New U Life continue to benefit from loyal consumption patterns and mature field cultures.
Beauty and skincare brands such as Neora, Farmasi and RIMAN illustrate how strong formulations paired with modern social selling strategies can still drive growth.
Younger companies are also well represented. Bravenly Global, MAKE Wellness, VIVRI, Velovita, Ellie MD, Vital Health and The Super Patch Company demonstrate that new brands—when field-first and digitally fluent—can scale quickly.
A notable through line among the momentum companies across the board is field-first leadership. Many are led by founders that began their careers in direct selling as distributors, gaining valuable insights and a practical understanding of what moves the needle over time with a field-first mindset.
The Hispanic and Latin Market Factor
Another factor shaping product momentum is the continued influence of the Hispanic and Latin market across the Americas. Companies with cultural fluency, bilingual leadership and strong community roots continue to perform well—particularly in nutrition and wellness categories.
While portions of the Hispanic and Latin market experienced short-term friction in the US, driven in part by political climate and regulatory uncertainty, growth across the broader Americas remained strong. Cross-border relationships, family-centered consumption and education-driven product storytelling continue to fuel expansion, reinforcing the long-term strength of this market.
Acquisition and Momentum
Some momentum in this cycle was influenced by acquisition—both of companies and of field leadership. In the short term, these moves added scale and visibility. But acquisition alone did not guarantee sustained growth.
The companies that converted acquisition into durable momentum moved quickly to stabilize their communities. Clear communication, field protections and cultural alignment mattered more than deal structure. Where integration lagged, early gains faded. In today’s environment, acquisition can accelerate momentum—but only when it reinforces trust rather than disrupts it.
Headwinds Remain Real
Product companies continue to face real headwinds. Discretionary consumer spending remains under pressure; competition is intensifying; and regulatory uncertainty—particularly in health and lifestyle categories—has created hesitation in parts of the US market.
Demand has not disappeared, but it has shifted. The companies showing momentum adapted early—simplifying offerings, clarifying messaging and meeting customers where they are rather than waiting for conditions to normalize.
For the companies experiencing profound loss of momentum with declines of over 20 percent, deep reflection and immediate action are essential. These losses are most often fueled by weak product development, unsteady leadership or a broken value proposition. It is imperative that companies in decline determine if they are lacking in one, two or all three of these areas.
We should expect at least a billion dollars in mergers and acquisitions in 2026. Companies in the bottom quartile that fail to pivot risk becoming irrelevant or obsolete.
The Role of AI and Adaptability
Artificial intelligence will reshape product-based direct selling faster than many expect. AI is already influencing how products are recommended; how content is created; and how distributors engage customers.
The momentum companies are not waiting for perfect systems. They are experimenting now—using data to personalize outreach, streamline onboarding and improve productivity without adding complexity. As AI matures, it will reward companies that combine technological leverage with human connection.
Your Key Takeaway
Product momentum today is not about chasing trends. It’s about alignment—between products, people and platforms. The companies showing momentum are not immune to headwinds. They are simply better designed to navigate them. DSN’s 2025 Product Companies Quick Poll makes clear that momentum is measurable, selective and increasingly tied to execution.
STUART JOHNSON, Founder & CEO, Direct Selling News, has served the direct selling industry for 40 years. His passion for the channel encompasses a broader commitment to build and connect the direct selling community through exclusive industry events such as Direct Selling University and the DSN Global Celebration. Stuart is arguably the most connected person in direct selling. He has built an impressive and growing network of executives, thought leaders, strategists and innovators. His advice and counsel are sought after by leaders throughout the channel.
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