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Olive Tree People Files 100% Waterless Formulation Patent

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Oliveda International, Inc. announced its subsidiary Olive Tree People has filed a patent application for a 100% waterless formulation. The company’s brand identity is built on the idea of “waterless beauty” and guided by the motto: “What is best for the inside must also be best for the body’s largest organ – the skin.”

Oliveda founder Thomas Lommel built his company on the ideal of bringing the “magic of olive trees to the world” and, after learning that most skincare products are water-based formulations, he had the idea to replace it with “the elixir of the olive tree.” All Oliveda products and Olive Tree People products are now formulated with a liquid extract derived from the tree’s leaves and olives and feature hydroxytyrosol as its key active component.

“With the filing of this patent application, independent assessors have now officially confirmed that Olive Tree People’s products are indeed 100% waterless – meaning water no longer appears anywhere on our ingredient lists, not even at the very end,” the company wrote in a statement.

The Real Brokerage to Acquire Re/Max Holdings

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The Real Brokerage Inc. announced it has entered into a definitive agreement to acquire Re/Max Holdings. The agreement will form a global real estate platform named Real REMAX Group.

Real stated that the newly formed entity will unite its AI-powered brokerage platform with RE/MAX’s iconic real estate brand and global reach to deliver a “differentiated home buying and selling experience.”

The combined company revenues represent approximately $2.3 billion in 2025 revenue with an EBITDA of $157 million. Implied enterprise value for Re/Max Holdings is approximately $880 million. Real stated the transaction is expected to be accretive to Real’s earnings and adjusted EBITDA margin within the first full fiscal year following the close of the transaction.

“This acquisition is an important step on our journey to build a technology platform that empowers real estate professionals and improves the consumer experience,” said Tamir Poleg, Real Chairman and Chief Executive Officer. “Bringing together Real’s technology and operating model with REMAX’s global reach and franchise model is a transformational moment for the industry. Together, we will create a more innovative, more productive and more connected real estate ecosystem that we believe will generate substantial long-term value for agents, franchisees, consumers and shareholders.”

The combined company will host almost 8,500 franchises and 180,000 agents, of which 100,000 are based in the US and Canada. REMAX and Motto Mortgage will continue to operate under their current brands and Real will continue to operate as an owned brokerage under the Real brand.

Re/Max CEO Erik Carlson stated that the combined entity will “drive greater choice, higher productivity and expanded support” to its network of agents and buyers, and that the company will now “be positioned to deliver a more enhanced experience for all stakeholders – from agents to franchisees to consumers to shareholders.”

Once finalized, Real CEO Tamir Poleg will serve as Chairman and CEO of the new Real REMAX Group. Real COO Jenna Rozenblat will serve as Chief Integration Officer in connection with the transaction. Real’s ten board of director members will now include three from the Re/Max Holdings board.

“This is an extraordinary day in the history of REMAX, and I’m thrilled for what this transaction means for REMAX franchisees, agents and clients, as well as shareholders,” said Dave Liniger, REMAX Co-Founder and Chairman of the Board. “When Gail and I founded REMAX in 1973, we built a company for business-minded entrepreneurs with a customer-service mindset. For more than 50 years, REMAX has attracted trusted, productive professionals, shaped the real estate industry and changed the lives of buyers and sellers around the world. To see the incredible momentum and strength of the REMAX brand today, I know now is the right time and Real is absolutely the right partner to move REMAX into the future. Gail and I look forward to watching REMAX enter its next chapter alongside Real.”

The transaction is expected to close in the second half of 2026. Liniger, who controls approximately 38% of the voting power of Re/Max Holding’s outstanding shares, has agreed to vote the shares he controls in favor of the transaction, as have Real officers and directors, who own approximately 16% of Real’s outstanding shares.

Key Trends in D2C Retail

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From transactional commerce to relational commerce, human connection, trusted recommendations and entrepreneurial opportunity are set to dominate.

Listen to this story on this episode of The DSN Podcast. Even when your day is packed, we make it easy to stay informed, engaged and one step ahead.

With 2026 firmly underway, Direct-to-Consumer (D2C) retail is poised to further reinforce its place as a driving force in the retail landscape. While artificial intelligence (AI) and automation dominate operational efficiency, the real differentiators are profoundly human: authentic interaction, trust-driven decision making and flexible entrepreneurship. These trends are not just shaping D2C; they signal where retail is heading as a whole.

DavideAngelini/shutterstock.com

1 / The Human Touch in an AI World

AI now powers everything from inventory optimization to customer experience (CX). But as automation scales, human interaction becomes a rare and valuable commodity. Consumers increasingly crave experiences that feel personal, not programmed. Arguably, the more digital our world becomes, the more meaningful human connection feels.

D2C brands are uniquely positioned to deliver the human touch because they own the customer relationship end-to-end. Unlike traditional retail, which often relies on intermediaries, D2C brands control every touchpoint, from product design to post-purchase care. This enables authentic gestures like 1-2-1 conversations to make more informed product recommendations, locally focused representatives and more authentic relationships with customers.

The winning formula in 2026 will be AI for scale, humans for significance. Automation should handle routine tasks like order tracking, FAQs, stock tracking and predictive analytics, while reserving human expertise for high-emotion moments like onboarding, sales, returns and advisory services. When a customer feels seen and heard, loyalty deepens. In a world of bots, the human touch is a luxury, and—for D2C brands—it’s their signature.

2 / Consumer Spend and the Power of Peer Recommendations

Economic pressures are squeezing finances, and shoppers are scrutinizing every purchase. Discretionary spending is down, and value-driven decision-making is up. Trust has become the ultimate currency: 81 percent of consumers need to trust a brand before buying and typically trust recommendations from friends and family over other forms of advertising. Word-of-mouth isn’t just influential, it’s decisive.

This is where D2C shines. By fostering communities and amplifying user-generated content (UGC), brands can turn satisfied customers into advocates. Referral programs, micro-influencer partnerships and authentic storytelling are no longer options, they’re essential.

Research shows that referrals drive 200 percent more spending than other sources, and UGC makes 78 percent of shoppers feel more confident in a purchase. For retailers, the takeaway is clear: invest in advocacy, not just advertising.

Peer influence (and therefore D2C) works because it feels relatable and risk-reducing. When someone “like me” endorses a product, it signals shared values and similar needs. This dynamic thrives in private spaces such as WhatsApp groups, niche forums and micro-influencer communities, where recommendations feel authentic and unfiltered. For D2C brands, creating these spaces isn’t just smart marketing; it’s a significant potential growth engine.

3 / Entrepreneurship and Flexible Earning: A New Generation of Sellers

The entrepreneurial spirit is thriving in 2026, but it looks different. Today’s generations, especially Millennials and Gen Z, have been rejecting rigid “traditional” career paths in favor of autonomy, flexibility and purpose. They want to earn on their own terms, adjusting effort and income month by month to fit their lifestyle. This shift aligns perfectly with the D2C model, which offers low-barrier entry points for micro-entrepreneurs and side hustlers.

Direct selling brands have long championed relationship-driven selling, and now they’re doubling down on digital tools to empower independent sellers. Take Avon: while its famous representatives remain central to its strategy, Avon’s omnichannel model combines brick-and-mortar and ecommerce with personal selling, enabling representatives to manage their businesses online while maintaining human connections. Sellers can scale their involvement up or down based on personal circumstances, making D2C an attractive option for anyone seeking supplemental income.

The industry recognizes this opportunity and is investing heavily in skills development. The UK Direct Selling Association is currently working with the British Government’s Department of Work and Pensions (DWP) to develop an Entrepreneurial Pathways Program, which will see training delivered in marketing, finance and digital selling strategies, equipping individuals to thrive as independent business owners. These programs are designed for accessibility—low cost, low risk and tailored to the realities of modern entrepreneurship.

For D2C brands, this represents a massive recruitment opportunity: by making entrepreneurship seamless through digital platforms, social selling tools and robust training, they can tap into a generation that values independence and purpose. This isn’t just about selling products; it’s about creating pathways to independence which extend well beyond work.

What This Means for Retail

For the wider retail industry, these trends signal a shift from transactional commerce to relational commerce. Success in 2026 won’t hinge on who has the smartest algorithms; it will belong to brands that combine technology with humanity, trust with transparency and commerce with community.

Retailers should ask themselves:

  • How can we retain the human touch amidst digital experiences?
  • Are we leveraging peer advocacy as a growth engine?
  • Can we adapt our business to how new generations want to earn?

The future of retail isn’t just about selling products; it’s about building relationships and empowering people in a world increasingly dominated by technology and AI. D2C brands are leading the way. The question is: who will follow?

SUSANNAH SCHOFIELD OBE is the Director General of the Direct Selling Association UK and Ireland. Prior to her appointment as leader of the Direct Selling Association, Susannah spent 18 years at Royal Mail, culminating in her holding the Board-level role of Commercial & Innovation Director, where she led a team of over 800 people. A passionate advocate for women and young people in business, Susannah was awarded an OBE for her work in this area in the 2015 New Year’s Honours List.

DSA Commends House Subcommittee for Addressing FTC Rulemaking

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The Direct Selling Association (DSA) released a statement commending the House Committee on Appropriations and the House Appropriations Financial Services and General Government Subcommittee and Chairman Dave Joyce for addressing the FTC’s authority for rulemaking. In its appropriations markup for the full year 2026, Chairman Joyce addressed the FTC’s rulemaking on earnings claims and the Business Opportunity Rule by including Section 508, which makes it clear that the FTC must demonstrate the need for rules and account for existing self-regulatory frameworks and consumer protection measures across affected industries.

“Direct selling has made meaningful investments in strengthening self-regulation and consumer safeguards, and we are committed to working constructively with the FTC to ensure any approach reflects those efforts and delivers effective outcomes for consumers and those building businesses within this model,” said Dave Grimaldi, DSA CEO. “We appreciate Chairman Joyce’s leadership and look forward to continuing that engagement.”

The DSA stated that the Subcommittee’s actions reflect “continued concern in Congress” about the direction of these proposed rulemakings.

BeFra Reports Q1 2026 Financial Results

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Betterware de México, S.A.P.I. de C.V., now known as BeFra, announced its financial results for the first quarter of 2026. Net revenue increased slightly during the quarter, which the company stated reflects early signs of recovery across BeFra’s key business units. Betterware and Jafra US returned to growth, but their positive trends were partially offset by what BeFra called a “softer-than-expected quarter at Jafra Mexico.” The company believes the quarter’s results indicate improved growth momentum across key business units and a more diversified revenue base.

All business units delivered improved profitability during the quarter. EBITDA increased 13.9% year-over-year, in line with management expectations. The Tupperware transaction, combined with Betterware Ecuador and Betterware Colombia, is expected to accelerate and strengthen the group’s profitability.

“We began 2026 with a solid performance overall, as most of our business units delivered meaningful revenue growth and substantially improved profitability during the first quarter,” said Andrés Campos Chevallier, BeFra Group President and CEO. “Our most recent results reflect the strength of BeFra’s business model in a still challenging macro environment and continued progress enhancing commercial and operational execution across our brand platform.”

Net revenue in Q1 2025 was up 0.3% year-over-year to $201 million with an EBITDA of $35 million. Net income was $16 million.

Associate numbers fell 1.2% year-over-year to 1,125,030 with an average base of distributors totaling approximately 61,000. As it enters the second quarter, the company stated that activating a new phase of growth at Jafra Mexico through a renewed focus on its consultant base expansion and product innovation will be a key priority.

“In closing, while the operating environment remains dynamic and challenging, we remain confident in the strength of our five-pillar growth strategy, the resilience of our business model, and our ability to continue delivering sustainable growth and profitability,” Campos Chevallier said. “We are mindful of the recent events in the Middle East and their potential impact on our business. With that in mind we have been developing strategies to effectively offset any possible disruptions from them. As we move forward this year, we remain focused on disciplined execution, expansion and long-term value creation.”

Regulatory approval of the Tupperware transaction is expected during the second quarter, after which the management stated it will focus on executing a turnaround strategy for Tupperware’s operations and brand as it integrates it into the BeFra group.

The company ended the quarter with a net debt-to-EBITDA of 1.5x, and improvement from 2.08x in the same quarter of 2025 and 1.56x in the previous sequential quarter.

RIMAN Hosts Convention in Macau to Connect APAC Markets

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K-beauty skincare and wellness company RIMAN welcomed approximately 2,000 guests from its seven Asia-Pacific markets to its 2026 RIMAN Convention Macau. The three-day program combined leadership training, business strategy and product innovation under the theme MADE DIFFERENT, and was the company’s second regional convention.

Executives joined regional leaders to emphasize how they can align local execution with global strategy and used market-specific case studies to create shared insights. Dr. Hee-sik Kim, CTO of ASK LABS and a researcher at the Korea Research Institute of Bioscience and Biotechnology highlighted the company’s research pipeline and introduced a new plant-based bio-material derived from a proprietary chlorella strain found in Jeju that has been under development for approximately a decade and represents an investment of approximately $3 million. The proprietary ingredient’s carotenoids are set to debut in new products later this year.

Youngsu Hwang, Global Chief Sales Officer, stated that the goal of the convention was “to strengthen coordination across markets and support long-term growth.”

UW Becomes Official Utilities Partner of the National League

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Utility Warehouse, known as UW, announced a new partnership with the National League. UW stated that championing “the heart and soul of English football” is the right fit given that football clubs across the League connect on a local level, and UW Partners are at the “heart of communities across the country, helping their friends, family and neighbors to save time and money on their household utilities.”

“National League clubs are the soul of their communities and Utility Warehouse Partners are the heart of our business,” said Stuart Burnett, Utility Warehouse CEO. “Our partners are out there every day, helping their friends, family and neighbors save on their essential household services. We both thrive on making local connections, so it was a no-brainer to team up and help the fans and 72 clubs get on the front foot by saving time and money on their bills. Let’s get the ball rolling!”

UW will make a contribution to the League for every supporter that signs up, and fans will gain access to valuable savings on their household utilities. UW is also offering a £40 voucher to customers signing up for two services or more that can be used at their club, bringing savings to the customer and revenue back to their favorite team.

“We are excited to have Utility Warehouse join us as an Official Partner of the National League,” said Phil Alexander, National League CEO. “Our 72 clubs span the length and breadth of the UK, providing a fantastic opportunity for brands to engage with local communities. Utility Warehouse and the National League both know the real magic happens at a local level, on the terraces and over the garden fence. Through this partnership with Utility Warehouse, our supporters will get the opportunity to save money on their household bills and we look forward to seeing the relationship go from strength to strength over the next 18 months.”

USANA Malaysia Hosts Record-Breaking “Slow Jogging” Event

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USANA Malaysia hosted a large-scale slow jogging event as part of its Vitamin D product launch and celebration. More than 1,000 people joined the event in person and online, earning a title in the Malaysia Book of Records for the “Most Participants in a Simultaneous Acupressure Slow Jogging Event.”

The goal of the event was to highlight a simple and affective approach to physical activity that was suitable for all fitness levels, while raising awareness about Vitamin D deficiency in Malaysia, where studies show that more than 65% of the population are Vitamin D deficient.

“This milestone event is a testament to the power of community and our shared commitment to healthier living,” said Vivienne Lee, USANA Regional Vice President. “We are proud to bring people together in a meaningful way while addressing important health concerns such as Vitamin D deficiency.”

The slow jogging session incorporated acupressure techniques into the event as part of USANA Malaysia’s mission to educate the public and encourage proactive steps toward better health and wellness.

Mary Kay Hosts Largest-Ever Women in STEMK Day

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Mary Kay welcomed almost 100 girls and faculty from the Lewisville Independent School District (LISD), as well as local and national elected officials to its Richard R. Rogers Manufacturing and Research & Development Center for Women in STEMK Day.

More than 60 corporate employees volunteered at the event and served as expert panelists, tour guides and lab scientists as students rotated between three stations designed to provide an inside look at STEM career possibilities. Stations included a behind-the-scenes facility tour, a hands-on “create your own lip gloss” lab experiment and mentor panels led by resident expert women in STEM.

“Unlocking the potential of the next generation of women in science and innovation isn’t just important – it is transformative,” said Dr. Lucy Gildea, Mary Kay Chief Brand and Scientific Officer. “When we equip young women with the confidence, tools and knowledge to pursue STEM, we’re not just opening doors – we are redefining the future. These brilliant minds will lead breakthroughs, reshape industries and bring fresh vision to both beauty and science. Watching that moment when curiosity turns into ambition, when possibility becomes purpose, that’s where real change begins. And that’s how we build a future where women don’t just participate in STEM – they lead it.”

The company stated that “exposing young women to the possibilities of a future in STEM can be life changing during critical formative years,” and cited that the event reflects its long-standing commitment to expanding access, representation and opportunity to young women as they shape their academic and career aspirations.

“Through our partnership with Mary Kay, Lewisville ISD is able to provide students with meaningful, real-world STEM experiences that bring classroom learning to life,” said Lindsay Ayers, Administrator of Business Partnerships at Lewisville Independent School District. “Together, we are connecting students with inspiring women leaders, expanding their understanding of career possibilities and helping them build the confidence and skills needed for future success. This collaboration reflects our shared commitment to preparing the next generation – especially young women – to lead, innovate and thrive in STEM fields.”

LifeVantage Receives US Patent for Healthy Glow Essentials Stack

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LifeVantage Corporation has been granted a US Patent for the nutritional supplement composition and methods for activating cellular signaling genes of its Healthy Glow Essentials Stack. Within this stack are key activators Protandim Nrf2 Synergizer and TrueScience Liquid Collagen.

The patent clarifies that compositions of the product duo improved skin and impacted key regulatory genes that are associated with several important cellular pathways. LifeVantage stated that recent studies in fibroblasts have shown that together they can synergistically activate the body’s natural ability to break the cellular stress cycle that accelerates signs of aging and promote skin benefits, joint health, cardiovascular function and gut health.

“Receiving this US patent for Healthy Glow Essentials Stack is the culmination of over three years of rigorous research and development,” said Lisa Barnes, LifeVantage Vice President of Research and Development. “Our team discovered powerful synergies through systematic testing of Activator pairings. This patent further validates our science-driven approach and reinforces LifeVantage’s position as an innovation leader in the industry.”

LR Health & Beauty Launches Beauty-Food Product Line

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LR Health & Beauty announced a new generation of products in the “beauty food” category with the LR 5in1 Beauty Elixir and the LR 5in1 Men’s Shot. These new product formulations are tailored to support the body through daily stressors and environmental influences by providing nutrients in proportions that achieve higher potential efficacy.

At the intersection of dietary supplements and cosmetics, these new formulations combine active and preventive complexes like collagen and hyaluronic acid, selected plant extracts, aloe vera, blood orange, ginseng and natural ingredients that offer sustainable internal prevention while promoting healthy skin, hair and nail growth.

The new product formulations are now presented in a design that keeps sustainability in mind, with drinking ampoules made from recycled PET and materials from FSC-certified sources.

“We have taken our innovative 5in1 concept to the next level,” said Jörg Körfer, LR Health & Beauty CEO. “The 5in1 Shots form the interface between our health and beauty segments and illustrate how closely inner health and outer radiance are connected.”

The relaunch was presented at an international sales event in Düsseldorf, where the company said it received consistent positive feedback.

“We are extremely pleased with the relaunch,” Körfer said. “With the new 5in1 Shots, we are setting new standards in terms of both taste and design. This is also reflected in the feedback from our sales partners: They are enthusiastic.”

The company remains committed to its “Made in Germany” philosophy of quality and said it is preparing insourcing so that production can take place exclusively at the company’s headquarters in Ahlen.

Oliveda to Support 90 African Villages with Water Wells

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As part of its waterless beauty movement, Oliveda International, Inc. CEO and Olive Tree People Inc. Founder Thomas Lommel met with government officials from the Arusha region in Tanzania, Africa to present its global initiative. As part of its presentation, Olive Tree People confirmed that it will support 90 villages in the Arusha region by drilling water wells.

“I believe that purpose-driven jobs represent the future, and that this is a dream shared by many,” Lommel said. “We do not operate a charity or giving back in Africa. We are building a sustainable cycle – like the trees and nature have been doing for millions of years. We give, and we receive and the knowledge we gain in the process is often far greater than what we give.”

Lommel shared that most beauty products on the market list water as its first ingredient, stating that many are approximately 70% distilled water.

“The beauty industry is highly water intensive,” Lommel said. “Approximately 80% of all liquid cosmetic formulations consist of 60%-95% distilled water. This amounts to roughly 78 billion liters of water per year – or, when converted, enough drinking water to supply more than 105 million people, assuming an average annual consumption of approximately 730 liters of drinking water per person. Water is for drinking, not for skincare.”