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Oliveda Cosmetics Line to Appear at New York Fashion Week

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Oliveda International, Inc. announced the grand opening for its Olive Rose NO MAKEUP collection, featuring an appearance at New York Fashion Week on September 12-15. The hydroxytyrosol-based products will be applied to more than 150 New York Fashion Week models by 75 waterless beauty makeup artists, led by celebrity makeup artist Luis Casco.

Oliveda will also host the Olive Tree People bar at the event, offering “glow from within” drinkable skincare products presented through cocktails and mocktails.

Following the New York Fashion Week event, the entire Olive Rose collection, including its hydroxytyrosol-based Skin Tint Serum, Blush, Contour, Concealer, Mascara, Eye Shadow, Lip Butter, Primer and Setting Spray will be presented to almost 70,000 waterless beauty consultants in the US and Canada at the North American Convention in Los Angeles on October 4, 2025.

The full Olive Rose line will be available to customers in November.

DSEF Research Shows Rise in Consumer Trust

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A recent consumer attitudes study conducted by Ipsos for the Direct Selling Education Foundation (DSEF) shows a “sharp rise in consumer trust and interest in direct selling.” According to the study’s results, positive consumer perceptions of the direct selling channel have improved 21% since 2019, with four out of five US consumers reporting a neutral to favorable opinion of purchasing from a direct seller.

Dave Grimaldi, US Direct Selling Association (DSA) CEO described the findings as proof that consumers don’t just see direct selling as a way to buy products, but “as a way to support local entrepreneurs and engage in more meaningful shopping experiences.”

“This data is both timely and powerful,” said Lisa Gudding, President of Strategic Growth at Ipsos who co-authored the study with Monica Wood, Vice President Consumer and Membership Insights at Herbalife and Chair of the DSEF Industry Research Committee. “Consumers increasingly want flexibility and entrepreneurial choice, and direct selling is well-positioned to deliver on both. The 21% increase in positive perceptions shows that trust in the model is rising and that Americans are open to this channel as a modern retail option.”

Also part of the study were findings that stated 77% of participants desire flexible work options that allow them to set their own schedules in a way that balances personal and professional responsibilities. One in three participants expressed a specific interest in direct selling as a pathway to entrepreneurship.

“Taken together, the Growth & Outlook Survey and this consumer attitudes research give us the clearest picture yet of where the channel stands and where it’s headed,” Grimaldi said. “Direct selling continues to adapt, innovate, and align with consumer values—and this work gives policymakers, media, and business leaders the data they need to understand that reality.”

Bravenly Global Announces $10 Million in August Sales

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Bravenly Global reported record-breaking customer enrollments and rank advancements in the month of August, with sales surpassing $10 million. During this period, two Bravenly leaders achieved the company’s highest rank.

“I can hardly put into words what just happened!” said Aspen Emry, Bravenly Global Founder & CEO. “For some, August can be one of the slowest months in our industry, but instead of slowing down, Bravenly experienced the biggest month in our company history. In August alone, we flew past $10,000,000 in sales! We celebrated record customer enrollments! We celebrated record rank advancements, including two leaders who reached our very highest rank. And through it all, we watched more lives touched, more families impacted, and more people stepping into their calling than ever before. In the middle of this record month, Bravenly was also recognized on the Inc. 5000 list of the fastest-growing companies in America. It was an honor to even make the list of 5000. We were so grateful and humbled that, out of 33 million businesses, we ranked as the #118 fastest-growing privately held company in the United States and the 6th fastest-growing in the Consumer Products category. That is not network marketing companies; that’s ALL privately held companies.”

Zinzino Signs Letter of Intent to Acquire Truvy

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Zinzino AB announced plans to acquire direct sales company Truvy. The asset acquisition will include Truvy’s distributor database, associated customer register, inventory and IP rights. Truvy’s brand portfolio includes a range of health and weight loss products and operates on a global scale within North America, Latin America and South Korea. Additionally, Zinzino stated that it intends to acquire 100% of shares within Truvy’s South Korean subsidiary with the goal of accelerating increased distribution power in the country.

Through a purchase price of $4 million that will be settled through newly issued Zinzino shares, Zinzino’s signed letter of intent states that it will finalize the acquisition agreement in Q3 of 2025. There will be additional purchase prices based on future sales development with a maximum of $16 million, which the company stated would also be settled with newly issued Zinzino shares.

“Individualized advice and tailored solutions are the future, and not just in health and wellness,” said Dag Bergheim Pettersen, Zinzino CEO, and David Brown, Truvy CEO and Co-founder. “Together, we have many years of combined industry experience and everything it takes to drive the modern, personalized shopping experience through direct sales.”

This acquisition follows other strategic acquisitions for Zinzino, including VMA Life in 2020, Enhanzz in 2022, Xelliss and ACN in 2024 and asset acquisitions of Zurvita, Valentus and Ecosystem in 2025.

LifeVantage Reports Fiscal Q4 Financial Results

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LifeVantage announced its financial results for the fiscal fourth quarter of 2025. During the period, the company saw revenue of $55.1 million, a 12.6% increase from the same period of last year. These increases were most evident in the Americas, where revenue increased 14.1% and in Asia/Pacific and Europe where revenue grew 7.6%. Net income per diluted share was $0.15, up from $0.10 per diluted share last year. Adjusted EBITDA during the quarter was $4.8 million.

Operating income during the fourth fiscal quarter was $2.1 million, down from $2.9 million in the same period of 2024. Net income during the quarter was $2 million, up from $1.3 million last year.

Full year fiscal 2025 results included revenue of $228.5 million, a 14.2% increase over last year. Adjusted EBITDA in 2025 was $22.1 million, a 30.3% increase year-over-year. The Americas proved to be a strong market throughout 2025, with a 21.5% increase in revenue.

Operating income for the full year fiscal 2025 was $12.2 million, or 5.3% of revenue, up from $4.3 million in fiscal 2024. Net income for fiscal 2025 was $9.8 million, up from $2.9 million in 2024.

“Fourth quarter results capped off a strong fiscal 2025 as we delivered revenue growth of approximately 13% to $55.1 million, expanded gross margin and increased earnings,” said Steve Fife, LifeVantage President and CEO. “What’s particularly exciting is that our international business returned to growth for the first time in nearly three years, with Asia/Pacific & Europe revenue increasing approximately 8% as we successfully rolled out our MindBody System to Japan, Australia, Europe, and Thailand. This international momentum, combined with continued strong performance in the Americas where revenue grew approximately 14%, demonstrates the global appeal of our activation-focused wellness solutions. As we enter fiscal 2026, we have built a powerful, scalable platform that positions us well for continued growth and long-term value creation.”

The company ended the quarter with a strong balance sheet of $20.2 million of cash with no debt.

Realty of America Celebrates One-Year Anniversary

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Realty of America hosted a one-year anniversary celebration, returning to the NAHREP San Diego conference where the company initially launched. In its first year of operations, the company’s sales volume exceeded $2.5 billion, leading it to onboard 2,356 agents, close more than 7,000 transactions and pay out more than $2.9 million in revenue share to its agents.

“NAHREP changed my life and my business,” said Mark Dimas, Realty of America Co-Founder & President. “I thought I was successful at 219 transactions, but after NAHREP my production grew to 500 and to eventually 3,200 closings in one year. That growth didn’t happen by chance—it came from the people, connections, and opportunities that only NAHREP provides. That’s why it’s on my calendar every single year, without fail. For me, NAHREP isn’t just a conference, it’s where my business transformed and my future was rewritten.”

As the company looks to the future, Realty of America CEO Eddie Garcia said there are plans to launch revolutionary technology expected to give its agents a competitive edge, including a national platform, a real estate portal and a mobile app, as well as a mentoring program designed to develop the next generation of top producers.

“In just 11 months, ROA is already operating with the scale and momentum of a company ten years ahead of its time,” Garcia said. “We’ve achieved record-breaking growth while taking zero investor capital and remaining profitable in our very first year—a rare accomplishment in this industry. Our success proves not only that our model works, but that it can scale at extraordinary speed.”

Mary Kay Launches “Miss Conceptions” Social Media Series to Address Myths About the Brand

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Mary Kay Inc. unveiled what it is calling a “bold digital persona to set the record straight for Gen Z and Millennials across social and streaming platforms.” The Miss Conceptions social media series blends humor, authenticity and short-form content to debunk what the brand believes are longstanding myths about Mary Kay, like “Isn’t Mary Kay just for grandmas?”

The series was designed to provide a fresh, modernized voice that speaks directly to younger generations through TikTok, Instagram and other platforms and do so in a way that “reclaims the brand’s iconic status.” The “Miss Conceptions” digital persona is intended to embody the traits that the company believes today’s beauty consumers exemplify: confidence, authenticity, playfulness and ambition.

“Mary Kay has always been about more than makeup – it’s about changing women’s lives,” said Candie Rodriguez, Mary Kay Vice President, Marketing & Sales Support. “For over six decades, we’ve been honored with global recognition for our innovation, philanthropy, and entrepreneurship, but the most powerful legacy is the millions of women whose lives have been touched by Mary Kay. Through Miss Conceptions, we’re reintroducing ourselves to today’s consumer – while reminding the next generation that Mary Kay is a place where beauty and opportunity meet.”

The company expects the Miss Conceptions series will accelerate its current momentum and expand its reach as it reshapes perceptions and cultivates the next generation of Mary Kay brand loyalists.

LifeVantage Acquires LoveBiome

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LifeVantage Corporation announced the strategic acquisition of LoveBiome, a direct sales company focused on microbiome care and wellness solutions. The definitive agreement will allow LifeVantage to incorporate LoveBiome’s leadership in the emerging microbiome health sector into its current wellness mission to activate optimal health processes at the cellular level.          

LoveBiome’s P84 product was designed to regulate, repair and restore the gut and microbiome through what it calls Activation, which LifeVantage believes will align well with its flagship Protandim family of products and the MindBody GLP-1 System.

“This strategic acquisition represents an acceleration of our mission to offer people around the world a better path to wellness and a healthy vibrant life while also serving as a natural expansion of our Activation philosophy,” said Steve Fife, LifeVantage President and CEO. “Kelly Olsen and his team have championed the direct sales industry, while innovating in a growing wellness category. We are thrilled to partner with LoveBiome and grow our reach. By combining their innovative microbiome solutions with our proven activation technologies, we’re able to activate wellness, both financial and physical, to a broader base of consumers.”

The company stated that the acquisition would also allow for growth of its consultant network in key markets, like the US, Taiwan and Europe, and would expand its product portfolio within the robust gut health supplement market. LoveBiome Founder and CEO Kelly Olsen will remain on staff to ensure continuity of operations.

The acquisition is expected to finalize by mid-October.

Herbalife India Honored with Sustainable Supply Chain Award

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Herbalife India being honored with the prestigious Sustainable Supply Chain Award.

Herbalife India was recognized at the BIGBOX India 2025 summit, winning the Sustainable Supply Chain Award. This recognition symbolizes Herbalife India’s commitment to supply chain excellence and environmental responsibility.

The summit gathered leaders in e-commerce and retail to evaluate trends and new patterns in how consumers interact with brands and offered a platform for collaboration and the sharing of ideas surrounding AI-driven personalization, infrastructure, regulatory challenges and omnichannel strategies.

“We are truly honored to receive this recognition on such a prestigious platform,” said Ajay Khanna, Herbalife India Managing Director. “This award is a testament to our unwavering efforts to embed sustainability across every stage of our operations—from responsible sourcing to product delivery. It also reinforces our commitment to ethical business practices and our vision of building a healthier, more sustainable world for people and communities.”

Empowering the Field

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Why personal branding is a strategic advantage for direct selling companies.

We’re in an era where brand loyalty is built one authentic interaction at a time.

If you lead a direct selling company today, you’ve probably noticed a growing trend—one that might make you a little nervous—your top field leaders are building personal brands. They’re launching podcasts, growing social media followings, writing books and creating content that sometimes extends beyond your company’s products and mission.

I understand why this feels risky. Could your leaders’ personal brands distract them from selling? Could they pull attention away from the corporate brand?

I’ve spent years coaching some of the most successful personal brands in the world—people like Lewis Howes, Ed Mylett, Amy Porterfield and John Maxwell. And I can tell you with confidence: when done right, personal branding is not a threat to your company. In fact, it can be one of the most powerful growth accelerators you have.

The key is alignment. With the right guidance and parameters, personal brands in the field become engines of trust, recruitment and retention—amplifying your company’s message far beyond what corporate marketing can achieve alone.

Here are four reasons why empowering personal branding in your field is in your company’s best interest.

My Ocean Production/shutterstock.com

A Personal Brand Is a Trust-Building Engine

A personal brand is not a business model—it’s a trust-building system. It’s the leader’s way of earning attention, credibility and connection with an audience. And in the world of direct selling, trust precedes every transaction.

When a wellness leader posts tips on nutrition, meal prep and mindfulness, they’re building credibility with people who care about their expertise—people who are far more likely to become customers or join their team. When a fashion leader shares seasonal style tips, “outfit of the day” videos and behind-the-scenes looks at their business, they’re cultivating an audience primed to become a tangible part of that journey.

As an executive, your goal is to encourage leaders to create value-rich content that attracts their ideal prospects. The personal brand acts as the magnet, drawing people into the leader’s circle—where your company’s products and opportunity become the natural next step.

Leader Influence Shapes Field Behavior

You know the saying: “the field doesn’t do what you say, they do what you do.” When your top leaders actively build authentic personal brands, their teams will follow suit. This creates an army of micro-influencers—people who are consistently sharing meaningful, relevant content that keeps your products and opportunity visible in countless daily feeds.

Instead of resisting this energy, channel it. Provide training, examples and social media guidelines that make it clear how personal branding fits into a broader sales strategy. Teach leaders how to align their content topics with your product categories, your mission and your brand personality.

When you lead the conversation instead of leaving it up to chance, you ensure that personal branding multiplies your message instead of fragmenting it.

Expand Reach Without Expanding Spend

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One of the greatest advantages of personal branding in the field is that it expands your company’s reach—organically and authentically—at no additional cost to corporate.

Every leader with a platform is essentially running their own media channel, broadcasting your company’s story to an audience they’ve cultivated through relationships and consistency. These audiences are often more engaged and more loyal than followers reached through corporate advertising because the trust is personal.

Think about the math: if 500 leaders each have 2,000 engaged followers, that’s a potential reach of one million people—every single day—without you having to pay for impressions or airtime. In a marketplace where attention is scarce and expensive, that’s a massive competitive advantage.

Supporting Retention and Future-Proofing the Organization

Some executives worry that if a leader’s personal brand becomes too big, they’ll leave the company. My perspective is the opposite—leaders who feel supported in their personal growth are far less likely to leave.

When you invest in helping leaders build their personal brands, you’re investing in their sense of value and identity. They feel more connected to the company that champions their voice and supports their aspirations. That loyalty pays dividends in retention, culture and advocacy.

And if the unexpected happens—a market change, a comp plan adjustment, even a company closure—the network, credibility and skills they’ve built under your umbrella have already produced significant value for the organization. Quite frankly, you’ve already “banked” the benefits of their influence.

Three Key Guiding Principles

If you want personal branding in your field to be a strategic advantage for your company, you need to provide a framework that aligns it with your goals. Here are three principles I recommend to every executive.

  1. Alignment Before Amplification
    Ensure leaders understand that their personal brand should funnel trust and attention back to their direct selling business, not away from it.
  2. Topic-Based Content
    Encourage leaders to focus on content themes related to your product category (wellness, style, personal development, etc.), rather than constant product posts.
  3. Separate Attraction from Conversion
    Public-facing posts should build awareness and interest; direct product conversations can happen in private channels, stories, lives or events.

Why This Matters Now

We’re in an era where brand loyalty is built one authentic interaction at a time. Consumers are more skeptical than ever of corporate advertising—but they trust individuals they feel they “know” online.

Personal branding allows your leaders to become those trusted voices. And when those voices are aligned with your company’s mission, they create a networking effect that no advertising budget can match.

This is not about replacing corporate marketing—it’s about multiplying it through the authentic voices of your most passionate advocates.

Personal branding in the field is not a threat to your company’s brand—it’s an extension of it. When you equip your leaders with the tools, training and clarity to align their personal brands with your strategy, you gain a scalable, sustainable and authentic marketing channel.

The companies that embrace this will not only stand out in today’s crowded marketplace—they’ll build deeper trust, stronger communities and more resilient organizations.

Instead of wondering, “How do we control this?” start asking, “How do we harness this?” Because companies that master aligned personal branding might just be the future of direct selling.

Become Wealthy and Well-Known

Turn your reputation into revenue by mastering the art of personal branding, standing out in a crowded market and creating lasting influence.

Get Rory Vaden’s Wealthy and Well-Known audiobook for free when you sign up for his weekly newsletter!

Harness Personal Branding in the Field

Here are five simple ways to help distributors build a thriving personal brand while still supporting yours.

1. Create a “Personal Brand Playbook”
Offer a simple guide with your company’s mission, tone, approved topics and content ideas that support the brand while still allowing for personal creativity and expression.

2. Highlight Success Stories
Feature leaders who are using personal branding effectively in your corporate communications. Recognition powerfully reinforces best practices.

3. Offer Content Training and Tools
Host workshops or webinars on content creation, storytelling and social engagement strategies. Provide templates or prompts that make it easy to post.

4. Clarify Guardrails
Clearly and concisely define exactly what’s both in and out of bounds—topics, language and positioning—so leaders have creative freedom without brand risk.

5. Track and Celebrate Impact
Measure reach, engagement, and recruiting outcomes from personal brand content. Share wins widely to inspire the field.

RORY VADEN is a New York Times bestselling author, internationally recognized speaker, and Co-Founder of Brand Builders Group, a personal brand strategy firm. Known for his expertise in influence, reputation and focus, Rory has coached some of the world’s most recognized thought leaders. He helps entrepreneurs and executives grow their impact and income by aligning personal branding with business objectives.

An Online Exclusive from Direct Selling News magazine.

Thermomix Launches TM7

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Thermomix announced the US launch of its new Thermomix TM7, an all-in-one multicooker. TM7 is now available in the US for pre-order at $1,699 through the company’s network of distributors or online. The TM7 includes the brand’s integrated official recipe platform, Cookidoo, and more than 20 built-in functions that allow for steaming, browning, fermentation, slow-cooking, spiralizing, sous-vide, slicing and more.

The new evolution of TM7 includes a 10-inch intuitive touchscreen for easy access to Cookidoo’s more than 100,000 guided recipes and step-by-step visual instruction. The jet engine-grade motor allows for a whisper-quiet home cooking experience while the WiFi/Bluetooth connectivity ensures seamless software updates and fresh recipe content in real time, as well as AI-supported cooking assistance. The TM7 can also integrate with retailers to automatically generate grocery lists and send them to nearby retailers.

“Whatever’s on your mind, whether it’s a quick weeknight dinner, a special-occasion feast, or as simple as a lemonade, the Thermomix TM7 can do all of that for you,” said Ryan McLarry, Thermomix USA CEO. “This is the one appliance you’ll love to see and use every day.”

Preorders for the new appliance began in Europe in February, selling more than 300,000 units by June.

AI: The Other Opportunity

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10+ Million Jobs Gone in 5 Years—Direct Selling Can Offer A Lifeline

Listen to this story on the new, revamped The DSN Podcast. Even when your day is packed, we make it easy to stay informed, engaged and one step ahead. Listen now or read below!

Few things bring about stronger opinions than the use of Artificial Intelligence (AI). For some people, AI is a time saver that automates tedious tasks like tracking financial accounts, editing photos or creating meal plans for a busy work week. For others, AI is a looming threat that symbolizes an erosion of privacy and the erasure of middle-class workers.

Subtly and over time, AI has become a critical part of day-to-day life. For more than a decade, GPS mapping systems have shown drivers the way home and recalculated routes when traffic or construction sent them on a wayward path; weather apps have instructed travelers what to pack for vacation; backgrounds on Zoom have protected remote workers from having their messy living rooms on display; and Spotify algorithms have introduced younger generations to classic rock. AI has been and continues to be steadily woven into the tapestry of daily life.

In recent years, however, AI has progressively leveled up to include robots that streamline assembly lines, chatbots that replace customer service call centers and tools like ChatGPT that have the capacity to fulfill tasks that once required highly skilled and highly educated operators. AI is no longer a novelty or a sci-fi prediction for the distant future. It’s here, and it’s a rapidly iterating, consistent presence that will only become an even greater part of everyday life.

What was once primarily generative AI, meaning prompt-based content creation, has swiftly been innovated with agentic AI, which can make autonomous decisions based on multi-layered data sets, bringing a new era of instant gratification to the workplace. Need a new banner image for a website? ChatGPT can create one. Tired of taking notes in meetings? Otter.ai can automate summaries and create action items. What were once lengthy, multi-step team processes are now streamlined into one-click actions with rapid results. All of this optimization, however, has led some opponents to ask: at what cost?

In 2023, Forresters released a report stating that generative AI was expected to replace 2.4 million US jobs by 2030, most of which would be white collar occupations that could easily be automated. With the introduction of agentic AI, that number will inevitably spike even further.

For middle-class workers, the cost of this AI revolution—at least in the short-term—will be steep. Earlier this year, Salesforce CEO Marc Benioff announced that AI was already doing up to 50 percent of the work performed by his company. A similar shift has been happening across industries as Klarna and IBM reportedly replaced hundreds of their customer service and human resource representatives with AI. Other companies, like UPS, couch the use of AI in language that says they aren’t directly replacing workers, but rather adopting AI-driven tools to trim costs.

A New Path Forward for Professionals

As more educated, ambitious and driven professionals become displaced by the proliferation of AI automation, these bright people will be looking for new opportunities where they can utilize their people skills and chart their own course. Many will be starting over, looking for a career that will value what they have to offer. One that won’t be suddenly rendered obsolete by technology.

It is at this crossroads where direct selling—an industry built on human connection—has the potential to not only meet an urgent societal need but also benefit from momentum within an entirely new category of prospective distributors and customers.

This is the “other opportunity” presented by AI that direct selling is uniquely positioned to embrace by providing a space for people who are hungry for both community and new income opportunities.

As Stuart Johnson, Founder and CEO of Direct Selling News explained, “We always talk about how AI can positively impact our businesses—and we definitely need to have those conversations. But what I think is a big miss for direct selling currently is what we can do for people who have been negatively impacted by this technology. As a channel, direct selling can offer a fresh start to people who have lost their jobs and need a new professional home. An opportunity for everyone—that’s what we’ve always been. It’s what we do better than anyone else. Direct selling has a heart. AI does not.”

The Energy Behind AI Fatigue

The tangible alternative of an opportunity based in heart, connection and community is gaining real traction in this moment due to the invasive proliferation of AI. Although this technology is not new—the fear of losing your job because of it is a relatively recent phenomenon. People are overwhelmed, confused and more than a little apprehensive about what AI will mean for their lives and livelihoods.

This has resulted in a growing sense of AI fatigue. A recent Forbes article noted that “AI fatigue is real,” with individuals feeling bombarded by the constant influx of AI technologies and the pressure to adapt to them. Similarly, Technopedia reported that nearly half of AI initiatives fail after the proof-of-concept stage, creating disillusionment and fatigue for employees and stakeholders.

Olena Yakobchuk/shutterstock.com

Since the pandemic, people have reported feeling isolated from one another as the lack of connection COVID forced upon us has increasingly become a new, regrettable norm. Experts warn that over reliance on AI can exacerbate those feelings of loneliness and isolation. So, while we are more connected digitally than ever before, we are becoming increasingly isolated in our personal lives. People crave connection. They want something real—something like direct selling.

A Brookings article emphasized the importance of human relationships and cautioned against replacing them with AI, stating that “no matter how good the AI, there is no human relationship when one half of the encounter is a machine.”

The challenge lies in finding a balance between leveraging AI’s capabilities and maintaining meaningful relationships. As AI continues to permeate all aspects of life, it’s crucial to be mindful of its impact on social interactions and to prioritize genuine face-to-face, belly-to-belly human engagement as much as possible.

Meeting Hardship with Opportunity

This is where direct selling is poised to shine. As people endure layoffs, financial hardships and a sense of inauthenticity stemming from this AI tumult, the need for community and opportunity will be more important than ever before. If done well, direct selling’s social nature, person-to-person communication and human touch can stand out as a beacon in a sea of artifice.

AI itself is not the problem—artificial intelligence is the new language of commerce, and companies need to be fluent—but there is a way to honor the humanity of a workforce while harnessing the potential and power of AI. For direct selling leaders, whose longevity and profit margins depend on the health of its community, operating within this framework will be critical to creating a home that welcomes those displaced by AI while remaining technologically relevant.

In a high-tech world where almost everyone is siloed behind their own screens, building community through shared experiences will be the defining factor that draws those displaced by AI to a new opportunity.

Counteracting the isolating effects of AI is now direct selling’s newest superpower, arming a new generation of entrepreneurs with the tools they need to feel included while making supplemental income.

People will always crave connection, and while AI will be a critical component of success for any company moving forward, maintaining a focus on interpersonal communication, investing in authentic relationships and consistently engaging with customers and team members can only set the channel apart.

This isn’t a fork in the road. The path forward is not choosing AI or people—it’s choosing both. The companies that will thrive are those that prioritize innovation without losing sight of humanity. Direct selling’s foundation in authentic relationships and community-driven purpose offers a compelling counterbalance to the sterile efficiency of AI.

As Johnson explained, “The uncomfortable truth about AI is that it’s going to take tens of millions of jobs. The good news is that as direct sellers, millions of those people are going to be looking for a place to earn extra money.”

As the workforce continues to evolve, the channel has a unique opportunity to be both refuge and launchpad—a place where displaced professionals can rediscover value, purpose and connection. In an environment characterized by automation, direct selling’s deeply human approach may prove to be not only relevant, but essential. 

The Community-First AI Blueprint

Reaching out to professionals displaced by AI and encouraging them to become a part of direct selling is a no-brainer. But how do we increase our corporate employees’ comfort level with the technology? Here are a few tips.

Create an AI-Ready Culture
People are afraid that they will be automated out of a job. That fear is understandable, so companies should empower people to use AI to amplify what they are already doing. Being open and transparent about AI usage and expectations eliminates silos and enhances communal creativity. Teams need to know how to use AI to stay relevant and efficient. Start small and then scale with intention.

Personalize with Predictive and Prescriptive AI
Personalization has long been a selling point within the direct sales model. With predictive AI, direct selling brands can offer that customization on an even greater level by utilizing customer data to solve problems before they happen. Predictive models can create personalized offers; flag when a distributor needs additional support; and manage inventory levels. Prescriptive AI can automate those solutions.

Maintain the Human Focus
AI should never replace communications with customers, but it can provide assistance when team leaders or corporate offices are unavailable. AI-assisted shopping can walk customers through an entire shopping experience. For brands with massive product portfolios, having a tool integrated within the website itself to answer product-related questions and make recommendations is game changing. The key is to utilize AI to enhance interpersonal communication, not replace it.

Deliver Training and Tools that Make Life Simpler
In an increasingly regulated industry, sending thousands of distributors out into the world to teach and coach is a recipe for compliance disasters. But today, AI can not only provide internet-wide monitoring to make sure noncompliant messaging is addressed, it can also prevent it from happening altogether. The key is to not only offer these tools to distributors, but to train them on how to best leverage the technology.

Prioritize Analog Experiences
AI can deliver metrics and help leaders get to know the people in their organizations through gathered data, but this information is only as powerful as authentic in-person connections allow for. Presence matters more than productivity. When possible, take meetings offline; prioritize in-person events; and cultivate opportunities for connection through service days, sports leagues and communal meals.

From the September/October 2025 issue of Direct Selling News magazine.