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AI Diagnostics

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Personalized health, fitness and wellness recommendations without the guesswork.

Listen to this story starting at 14:20 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!

Personalization is the new benchmark in health, fitness and wellness, and AI-powered diagnostics are pushing it further into the mainstream. It’s a future where guesswork vanishes and customers know precisely what their bodies need.

According to Fortune Business Insights, the personalized nutrition market was valued at $11.88 billion in 2023 and is projected to hit $46.87 billion by 2032 at a 16.6 percent Compound Annual Growth Rate (CAGR), showing an accelerating shift. The Cal AI app, which was created by two teenagers in 2024, helps users track calories and nutrition info just by snapping a picture of their meal. It reached more than 5 million downloads in its first eight months.

Custom Solutions with a Personal Touch

Soon, customer blood tests—paired with data from their wearable tech—could flag a vitamin D deficiency. AI can dig deeper, factoring in their age, vegan diet and active lifestyle, recommending 1,200 IU (International Units) of D3 daily.

This redefined customization meets customers where they are with science-backed clarity. Sweden-based direct selling company Zinzino has been implementing a test-based, personalized nutrition approach for years. It all starts with a blood test to determine someone’s Omega-3 and Omega-6 balance. From there, more customized solutions are explored.

Instead of a generic pitch, it’s a precise solution drawn from thousands of data points—blood markers, sleep quality, activity levels—all processed in real time. Distributors can present a supplement that fits perfectly, tailored to the individual’s unique needs.

The revenue upside is undeniable. Research firm McKinsey & Company found that personalization and tailored offerings lift retention by 10-15 percent, a critical edge for getting customers on recurring orders. Imagine a monthly subscription pack that shifts from B12 for a busy parent to collagen for a fitness enthusiast, adapting as health data evolves. The broader dietary supplements market, including personalized options, is on track to reach $258.75 billion by 2029, growing at 7.6 percent annually. AI sharpens this potential, turning individualized insights into higher sales and lasting customer trust.

Room to Grow

Scale makes it even more powerful. AI platforms already in use are expanding to process vast datasets from wearable metrics, at-home tests and lifestyle inputs. For example, a 20-year-old runner gets iron support; a 50-year-old with poor sleep gets magnesium. McKinsey notes personalization cuts inefficiencies by up to 20 percent, letting distributors focus on selling rather than guessing. As the technology learns, it anticipates needs before customers do, delivering proactive wellness solutions. This isn’t just an upgrade. It’s a leap toward precision at every metric.

Forrester predicts 70 percent of health-conscious consumers will expect tailored solutions by 2030. Pair this with direct selling’s natural personal approach, and the industry could be in a terrific spot to dominate. AI apps might display real-time nutrient gaps, and virtual sessions can offer recommendations that adjust on the fly. In this near-future, distributors leverage tools that go beyond marketing, offering wellness plans as unique as the customers themselves.

AI diagnostics are creating a market where customers no longer settle for one-size-fits-all. They want solutions shaped by their lifestyle, diet, activity level, age and other evolving metrics. With blood tests, wearables and smarter algorithms, the industry is delivering exactly that. This is health, fitness and wellness without guesswork—a personalized revolution that’s already here and only getting stronger.

From the July/August 2025 issue of Direct Selling News magazine.

eXp Realty Expands into Japan

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eXp Realty announced its official expansion into Japan. This move is part of the company’s broader strategy to reach 50,000 agents in countries outside of the US by 2030, and marks the company’s fourth international launch of the year, following Peru, Türkiye and Ecuador.

Leading the new market will be Ken Tanaka, a respected voice in Japan’s real estate sector who brings decades of experience as well as an understanding of Japan’s market dynamics.

“Agents in Japan have operated for years in a system that leaves little room for upside,” said Felix Bravo, eXp Realty Managing Director, International. “It’s not about working harder, they already do. The problem is structural. Most models take too much and give too little in return. We’re bringing a platform that flips that equation. Better economics, real ownership, worldwide leverage. That’s what eXp is about.”

eXp will host a live welcome event in October in Tokyo to share the company’s vision and model.

Thrive Life Ends Operations

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Thrive Life announced it will be closing effective August 31.

Initially known as Shelf Reliance, Thrive Life was founded in 2005 by Jason Budge and Steve Palmer with a line of freeze-dried food designed to provide healthy meals that were fit for long-term storage. A direct sales program was added in 2009 to revamp the company’s core marketing strategy and the name change to Thrive Life went into effect in 2013 when the company reached 10,000 distributors.

The company stated that it would continue to fulfill orders while supplies last and offered a 25% discount to customers online only.

BeFra Reports Q2 2025 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 second quarter of 2025. Net revenue for the quarter reached $192 million, a 5.1% increase from the same period of 2024. EBITDA was $36 million, a 3.5% increase year-over-year.

Revenue for the first half of the year now totals $380 million, representing a 1% increase from the first half of 2024.

“Following a challenging first quarter, we closed the first half of 2025 with a return to top-line and EBITDA growth, as well as strong profitability and free cash flow, thanks to improved market conditions and to effectively navigating a volatile operating environment shaped by global economic uncertainty and shifting trade dynamics,” said Andrés Campos Chevallier, BeFra Group President and CEO. “We remain confident in our long-term growth strategy and BeFra’s strong underlying fundamentals.”

Across its business units, Jafra Mexico saw a 10.9% year-over-year growth, while Betterware Mexico rebounded from a 9.8% sequential decline in Q1 to a 1.2% sequential decline in Q2. Jafra US saw 15.6% sequential sales growth.

“This quarter’s results and the momentum we have regained are encouraging, making us cautiously optimistic about the second half of the year, as we reinforce our near-term commercial strategies to further increase growth, profitability, and cash flow generation during this time,” Campos Chevallier said. “For perspective on the strength our business model, growth strategy and brands, we note that recent studies show that both brands in Mexico outpaced the Mexican home goods and beauty markets growth rate in 2024 by ~3-5 times. These figures demonstrate our ability to deepen BeFra’s penetration of Mexican households and expand our share of both market segments.”

Partner.Co Digital Team Honored at Vega Awards

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Partner.Co announced it was recognized with five Vega Digital Awards. The event celebrates outstanding work across digital platforms, including websites, video, mobile, social, animation, marketing and podcasts.

This year, Partner.Co received four Gold and one Silver award, including:

  • Gold – Partner.Co Website | Best Website – Multi-level Marketing
  • Gold – AbVantage Hero Video | Video – Health/Fitness/Wellness
  • Gold – AbVantage Launch Campaign | Integrated Marketing Campaign
  • Gold – This is Partner.Co | Video – Company Overview
  • Silver – Partner.Co Product Pages | Best Website Content

“Part of what makes a company successful in the long term is the ability to innovate in a team environment consistently,” said Darren Zobrist, Partner.Co Founder & Chief Executive Officer. “These awards—and the others we have already won this year—demonstrate just how well-coordinated our teams across the company are. It is truly the meaning of partnership.”

Mary Kay’s Pink Cadillac Is Now Electric

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Mary Kay Inc.’s iconic pink Cadillac has gotten a makeover. The fully electric pink Cadillac OPTIQ debuted at the Mary Kay annual Seminar in North Carolina, a symbol that the company said is more than a vehicle upgrade but a “recharged vision for the future of the iconic beauty brand.”

“For decades, the Mary Kay pink Cadillac has symbolized accomplishment, aspiration, and the power of recognition,” said Ryan Rogers, Mary Kay Chief Executive Officer. “With the introduction of the all-electric OPTIQ, we’re honoring that iconic legacy while driving into a transformative future—one grounded in our commitment to sustainability and dedication to inspiring and celebrating the achievements of our independent sales force for generations to come.”

The OPTIQ carries on Mary Kay’s recognizable pink pearl exterior but introduces new cutting-edge features, including an EPA-estimated 302-mile driving range with the GM EV Battery Platform, low rolling resistance tires and aerodynamic features like a vented rear spoiler, diffuser and sculptural elements.

LifeVantage Establishes Iceland Operations

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LifeVantage Corporation announced expansion into Iceland. The market launch is expected to take place in September and will offer a carefully selected portfolio of the company’s top-performing products, including Protandim Nrf2 Synergizer, MindBody GLP-1 System, TrueScience Liquid Collagen and LifeVantage ProBio. Customers in Iceland will also have access to three curated wellness stacks as they seek to support their unique health goals.

With time, LifeVantage stated it would expand its product offering in the market.

“We’re incredibly excited to launch in Iceland and welcome a new community of passionate entrepreneurs to Activation Nation,” said Steve Fife, LifeVantage President and CEO. “This expansion represents more than just business growth—it’s a meaningful step in our mission to empower individuals with the tools, support, and science-backed products they need to take control of their health and build their own success stories. We look forward to the positive impact our launch will have in this vibrant new market and the success consultants will have here.”

Oriflame Releases Financial Report for the First Half of 2025

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Oriflame announced its financial results for the first half of 2025. Euro sales during the second quarter fell 10% to $156 million with an adjusted EBITDA of $2.2 million. Adjusted net profit during the quarter was $17 million. In the first half of 2025, Eura sales were $327 million, with adjusted net profit of $25 million.

Year-over-year, sales declined by 10% in EU and 7% in local currencies. Adjusted EBITDA was $2.24 million and was primarily impacted by lower sales and adverse foreign exchange effects. The Beauty Community Model (BCM), which was introduced at the end of the quarter in nearly 50 markets, has shown positive results and represents more than 80% of Group sales. The company now estimates that 350,000 people in the Oriflame Active Community now belong to the BCM segment.

The company ended the quarter with a cash balance of $58 million, down from $66 million at the beginning of the quarter. Recapitalization is proceeding and is now expected to be finalized in the third quarter of 2025.

USANA Reports Q2 2025 Financial Results

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USANA Health Sciences, Inc. announced its financial results for the second quarter of 2025. Net sales were $236 million, representing an 11% growth year-over-year but a 5% decline sequentially. Net earnings reached $9.7 million, down from $10.4 million, while adjusted diluted EPS reached $0.74, compared to $0.54 during the same period in 2024. Adjusted EBITDA is now $30 million.

Active customers totaled 418,000, down from 468,000 in the same quarter of 2024. Asia Pacific was the company’s strongest market region with $163 million in net sales and 336,000 active customers, followed by Greater China ($113 million) and the Americas and Europe region ($39 million).

In Q2, Hiya, which now has 200,400 active monthly subscriptions, saw strong growth and improved profitability. Hiya’s recent partnership with Disney to launch Disney branded multivitamin packs has fueled this margin.

“We continue to execute our comprehensive commercial strategy for our direct sales business, which represents over two years of research, analysis, and planning,” said Jim Brown, USANA President and CEO. “During the quarter, we made several important announcements to advance this strategy, including preliminary communications about the enhanced incentive offering we are currently rolling out to our sales force, as well as our adoption of ‘Brand Partner’ as the terminology we will use to describe members of our direct sales business. We will make other important announcements to advance this strategy at our global convention in August (Salt Lake City, Utah), and throughout the third quarter, including the simplification of our direct sales model, additional enhanced sales incentives, improved personalized business support for our Brand Partners, refreshed USANA brand messaging, and several new and enhanced health products. The continued roll-out of this commercial strategy is intended to provide our Brand Partners with a more compelling opportunity to drive sustainable sales and active customer growth.”

The company stated that it generated $13 million in operating cash flow during the quarter, resulting in $151 million in cash and cash equivalents with no debt. Fiscal 2025 outlook includes consolidated net sales between $920 million and $1 billion with an adjusted EBITDA between $107 million and $123 million.

LifeVantage Clinical Trial Shows 200% Increase in Natural GLP-1 Production

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New results from a human clinical study revealed that LifeVantage Corporation’s MindBody GLP-1 System provides increased fat loss, improved cravings control and healthier body composition. When combining data from this recent clinical trial with another trial conducted in the fall of 2024, the researchers discovered an average increase of GLP-1 to over 200%, compared to the previously reported 140%.

“These findings validate the effectiveness of our natural approach to stimulating the body’s own production of GLP-1 and other key metabolic hormones,” said Lisa Barnes, LifeVantage Vice President of R&D and Regulatory. “The MindBody GLP-1 System and living an activated lifestyle produces meaningful, lasting results–helping people manage cravings, improve self-control, and support sustainable metabolic health naturally. We remain committed to delivering evidence-based innovations that empower health from within.”

Key findings from the US clinical research study showed notable changes to participants’ relationship with food, including a 95% decrease in sugar cravings, an 86% decrease in cravings for salt and soda and an 89% decrease in fast-food cravings. The average weight loss for participants during the 12 weeks was 11 pounds, with some losing up to 25 pounds. Participants also saw an up to 9% decrease in subcutaneous fat and up to 24% decrease in visceral fat. Of this weight loss, 100% was lost from fat, not muscle.

Shaklee Obtains Exclusive License for Liqiud BioCell Collagen

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Following its successful acquisition of Modere’s assets, Shaklee has obtained an exclusive licensing agreement for Liquid BioCell Collagen. Shaklee stated that it sought the exclusive license to ensure the best-selling product would continue to be available to customers.

“At Shaklee, our mission has always been to help people live healthier, longer, and more fulfilled lives,” said Roger Barnett, Shaklee Chairman and CEO. “By bringing this groundbreaking, clinically validated collagen technology into our Shaklee family, we’re not just adding a product—we’re expanding our promise to support wellness at every age and stage of life.”

The licensing agreement goes into immediate effect, and all products will be available to purchase on Shaklee.com or through the Shaklee network of ambassadors.

Direct Selling Isn’t Declining—It’s Evolving

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Data shows the channel isn’t slowing down, it’s leveling up.

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!

We’re more than halfway through 2025, and the latest DSN quick poll doesn’t just reflect where the direct selling industry stands—it offers a glimpse into where it’s headed.

I’m fortunate to have built long-standing relationships with Founders and CEOs across the direct selling industry during my 40 years of service to the channel. And because of those strong ties, I’m able to ask for—and receive—invaluable access to the numbers and analytics bubbling underneath the channel’s surface.

As you know, we recently released the results of our first half of 2025 Year-over-Year Quick Poll. I personally reached out to 100 companies with a minimum of $50 million Annual Revenue Run Rate (ARR) in North America and asked them how they are doing, inviting them to share an anonymous snapshot of their revenue compared year-over-year.

I was able to get 80 data points from these 100 companies. Anecdotally, through my conversations with smaller companies not included in the survey, I can share that similar growth rates exist beneath the $50M North American ARR threshold. Hidden below the topline growth stats lies a deeper story of transformation, divergence and momentum both in the US and globally.

A Channel in Motion, Not on Pause

Fifty percent of surveyed companies reported year-over-year growth. That’s impressive on its own, but 22.5 percent of respondents posted growth north of 20 percent. These are not marginal gains. They signal that despite macroeconomic noise and continued pressure from digital-native competitors, direct selling remains a viable, adaptive path for growth-minded companies.

These numbers also represent a marked improvement from January’s survey findings which compared 2024 annual results to 2023. Media noise paints a troubling picture of our industry—we’ve all seen the dire headlines focusing on a handful of product-centric companies that have closed or pivoted to affiliate models. But the truth is that those companies represent less than 10 percent of overall product revenue. The actual numbers of what’s happening in the channel right now tell a different, far more compelling story.

Bottom line? Many companies in direct selling are growing, and not by negligible numbers.

This growth is not limited to North America, and it’s not being driven by scale or legacy. Many of the companies outperforming the market aren’t household names—they’re the ones that have made bold bets on technology, field support and customer-first thinking.

Additionally, 12.5 percent of the data set reported flat growth (defined here as plus or minus two percent).

On the flip side, 37.5 percent of companies are still experiencing contraction. Often, these are brands clinging to older playbooks—heavy on recruitment, light on product innovation. In today’s environment, that’s not a viable formula for sustainability or success.

Momentum Leaders

These 18 companies (presented alphabetically) achieved over 20 percent year-over-year growth in the first half of 2025*: 7K Metals, Bravenly Global, EllieMD, Farmasi, Immunotec, InGroup, LifeWave, Make Wellness, Neora, Oliveda, Omnilife, Partner.Co, PM-International, Shaklee, The Super Patch Company, Think Energy, VeloVita and Zinzino.

Services Take Center Stage

There is another incredibly positive sign for direct selling on the horizon. The US consumer economy has become dominated by services, with roughly 70 percent of spending going to services and just 30 percent to goods. Direct selling is already well aligned with that trend. Over 60 percent of US direct selling sales are now service-based, accounting for $30+ billion in annual revenue (in a $50+ billion market).

Currently, 90 percent of the service-based revenue comes from companies where agents need to be licensed to conduct business. These are primarily fields with significant regulatory oversight such as insurance, real estate and financial services. But—across the board—services continue to show signs of rapid, unimpeded growth.

Growth Demands Change

The direct selling model isn’t a relic. It’s a viable opportunity that is showing signs of growth, particularly in the US. But that growth is contingent on evolution. From the data we’re seeing at DSN, the companies showing momentum are relentlessly customer-centric and equip their field with smart, intuitive digital tools. The ones that continue to struggle or stagnate rely on outdated methods and tired strategies.

The service sector remains dynamic as US consumer spending continues to migrate away from products. This represents a tremendous growth opportunity for the channel.

As we see it, success in the remainder of 2025 and beyond won’t come from maintaining the status quo. It will belong to those ready to build what’s next. The past, my friends, is in the past.

*Poll results reflect growth in global revenue for the first half of 2025 compared Year over Year (YoY) with the first half of 2024. Flat defined as YoY revenue of less than ÷2%. Companies polled have a minimum $50 million Annual Revenue Run Rate (ARR) in North America. Real estate and financial services companies utilizing licensed agents were not included.

Stuart Johnson

STUART JOHNSON 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, building and growing a network of executives, thought leaders, strategists and innovators. His advice and counsel are sought after by leaders throughout the channel.

An Online Exclusive from Direct Selling News magazine.