Where will the next wave of innovation come from?
As DSN put together this issue’s cover story on the History of Innovation in the channel, it reminded me of just how special direct selling really is—and how many groundbreaking entrepreneurs have left an indelible legacy for us to build upon. But it also leads to a rather obvious question—where will the next wave of innovation come from?
Our rich history says it will start with leaders willing to take risks. Today, six frontiers stand out. Two involve new strategic approaches while the remaining four are product category opportunities that could fuel growth.
What’s striking is how closely they interconnect—each building on the other in ways that magnify impact. Social commerce creates the ecosystem where innovations are discovered and shared.
Personalized wellness and anti-aging drive consumer demand, while test-based wellness provides measurable proof to back those promises. Telehealth and prescriptions expand access and credibility, bridging personal care with professional oversight. AI-enhanced skincare product solutions and AI-enabled coaching bring technology into both the consumer and distributor experience, scaling personalization and performance.
None of these trends operate in isolation; together, they represent an engine of innovation that is accelerating faster than ever across the channel.
1 / Social Commerce
Social commerce is one of the broadest and fastest-moving categories of innovation—originating with Facebook, gaining momentum with Instagram and now exploding on TikTok. The lines between community, content and commerce are disappearing, and for direct selling this isn’t just about product promotion. It’s the arena where personalized wellness journeys are shared; where test-based results gain social proof; and where AI tools help distributors reach wider audiences with precision. Companies from Herbalife to Mary Kay have already begun experimenting with platform-native selling strategies, from livestreaming to micro-influencer campaigns, to meet consumers exactly where they spend their time.
The bigger picture: Social commerce is fast becoming the default marketplace for the next generation. The challenge for direct sellers is balancing authenticity with conversion, ensuring communities remain genuine while still driving scalable growth.
For more information, please read my article Social Commerce, Defined where I take a much deeper, comprehensive dive into this emerging trend.
2 / Personalized Wellness and Anti-Aging
Consumers increasingly expect health and nutrition tailored to their unique needs. Genetic testing, microbiome analysis, wearable monitoring and even epigenetic tools are enabling individualized supplements, diets and wellness protocols.
Shaklee has done early work in customizing wellness based on user health metrics. And IDLife has long offered a DNA-based “Genetics Action Plan” (GAP Report) that provides personalized nutrition, fitness and lifestyle recommendations using one’s genetic profile. Herbalife is entering this space more deeply through its acquisition of Pro2col Health and Prüvit, along with a controlling interest in Link BioSciences, which will allow them to combine individual biometrics and supplement manufacturing to deliver personalized health, wellness and longevity protocols.
AI is now accelerating this trend, powering smarter analysis of genetic and biometric data to recommend more precise supplement stacks, nutrition plans and even anti-aging regimens. What once required expert interpretation is increasingly being automated, making personalized wellness scalable.
The bigger picture: Personalized wellness is tied directly to the booming anti-aging and longevity market—currently valued at more than $74 billion globally in 2024 and projected to nearly double to $144 billion by 2035. This growth reflects rising demand not just to feel better, but to live longer, healthier lives. As AI makes personalization more accessible, direct selling companies that simplify complex science into daily routines will be positioned to lead one of the largest wellness markets of the future.
3 / Test-Based Wellness Innovation
Consumers are shifting from “guess-based” to “test-based” wellness. Past efforts with DNA or microbiome kits saw limited adoption, but Zinzino has validated the category with its at-home blood testing and supplement model, now scaling across Europe and the US. Other players like Pro2col are also experimenting with similar approaches, signaling that test-based wellness is becoming a significant innovation trend.
The bigger picture: The global at-home diagnostics market was valued at about $45 billion in 2023 and is expected to grow past $80 billion by 2030. For direct selling, test-based wellness models represent a paradigm shift: measurable, personalized results replace generalized promises—tapping into consumer demand for both credibility and control.
4 / Telehealth and Prescriptions
Closely tied to test-based wellness, telehealth is expanding into prescription services, preventive care, anti-aging solutions and the fast-growing weight-loss market driven by GLP-1 therapies. OPTAVIA has partnered with LifeMD to provide clients and coaches access to GLP-1 medications, and EllieMD also offers GLP-1 and other prescriptions via telehealth. XMD Wellness by Xyngular provides GLP-1 prescriptions as part of its broader telehealth wellness strategy, integrating them with their existing nutraceuticals and physician-guided personalized peptide therapy. AI will increasingly guide diagnostics and treatment plans, strengthening the connection between personalized data and professional care.
The bigger picture: The global telehealth market was valued at more than $120 billion in 2023 and is projected to surpass $285 billion by 2030. For direct selling, the opportunity lies in blending this explosive growth with trusted, relationship-driven delivery—bringing accessible, science-backed services directly into homes.
5 / AI-Enhanced Skincare Product Solutions
Mary Kay, Beyond Beauty Club and Neora are proving how artificial intelligence can transform personalization in beauty. Mary Kay’s Skin Analyzer app uses facial recognition and AI algorithms to evaluate skin conditions and generate customized skincare and color recommendations.
At Beyond Beauty, launched in Europe in 2023, an AI-powered app provides customers a skin analysis, personalized report and tailored three-step regimen delivered through direct purchase.
And Neora has just launched Intelli-SKIN technology which uses AI to analyze a customer’s skin through a phone or computer facial scan. The tool then provides a personalized skin assessment that identifies concerns and then recommends a specific product regimen to address those needs.
This personalization in beauty mirrors the same consumer expectations shaping wellness and anti-aging, reinforcing that AI-driven customization is becoming the norm across categories. Others have and more will continue to join this trend.
The bigger picture: AI-enabled product solutions are reshaping consumer expectations, making personalization at scale no longer optional but essential. For direct selling, these innovations represent a chance to combine high-tech precision with human connection, delivering experiences that feel uniquely tailored while reinforcing the value of trusted customer relationships.
6 / AI-Enabled Coaching
Artificial intelligence is transforming how people are trained, onboarded and developed in direct selling. Instead of static training modules, AI-driven platforms can adapt in real time—analyzing performance, surfacing personalized prompts and delivering just-in-time coaching that keeps distributors engaged and productive.
From onboarding new recruits with individualized learning paths to providing experienced leaders with real-time sales insights, AI is embedding personalization into every aspect of field development. Just as consumers now expect tailored wellness solutions, distributors increasingly expect tailored support—making personalization a unifying force across both product and people development.
Nowsite, for example, offers coaching and personal development features that combine technical skill training (social posts, content, CRM, websites) with sales interaction coaching (AI support in conversations, next-action guidance) and behavioral habit formation (daily routines, onboarding, team/lead tracking). If you’re building a direct-selling business, these modules aim to raise both the “what you do” (actions) and the “how you do it” (mindset, consistency, interaction competence).
The bigger picture: AI-enabled coaching isn’t about replacing people—it’s about making every interaction smarter and more impactful. By accelerating skill development, strengthening retention and scaling personalized support, AI is reshaping the future of training and leadership in direct selling. Companies that adopt these tools will set the pace for performance, loyalty and long-term growth.
A Call to Innovate
Too many leaders today are contemplating how to cut budgets rather than how to fund innovation. R&D is often the first line item to shrink, when in fact it should be the last. Companies must be financially resourceful, yes—but starving the very thing that differentiates you is not strategy. It is surrender.
Our pioneers did not build this industry by playing it safe. They built it by imagining something new, defending it fiercely and teaching others to share it. The same choice faces every leader today.
On a recent episode of DSN’s Direct Approach podcast, Oliver Dibblee, President of Xyngular, referenced US Army General Eric Shinseki’s famous quote, “If you hate change, you’ll hate irrelevance even more.” Its pertinence for the current dynamics in our channel couldn’t be clearer.
So, I will leave you with these questions: How will you balance the current pressures of a rapidly evolving channel with a long-term vision that ensures relevance? How will you keep alive the spirit of ingenuity that made our channel what it is? And—most importantly—how will you innovate?
The past tells us what works. The present reminds us what’s at stake. And the future—our future—belongs to the innovators.
We are open to hearing about any innovations or trends we may have overlooked. Email us at editor@directsellingnews.com to share your thoughts.
Stuart Johnson, Founder & CEO, Direct Selling News has served the direct selling industry for nearly 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.
From the January/February 2026 issue of Direct Selling News magazine.
