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Plexus 2025 Conference Raises $100,000 for Local Food Bank

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At its 2025 Get Loud Convention in Dallas, Texas, Plexus Worldwide raised more than $100,000 for the North Texas Food Bank (NTFB). Conference attendees donated funds through the purchase of convention merchandise and the product store, and Plexus offered incentives like swag or the chance to win merchandise from a prize-filled claw machine based on donation amounts.

Funds raised at the convention will help provide approximately 307,191 meals to children, adults and seniors who are facing food insecurity.

“This incredible outpouring of generosity from our conference attendees shows just how committed the Plexus community is to making a tangible difference in the lives of others,” said Elizabeth Woods, Plexus Worldwide Director of Philanthropy. “We’re honored to support the North Texas Food Bank and stand with them in the fight against hunger.”

Beyond convention, Plexus is continually working to end world hunger through its Nourish One initiative, which partners with Feeding America and Mary’s Meals. Together with its partners, Plexus has provided more than 47.2 million meals to those in need since 2018.

Olive Tree People Sees 70% Growth in First Half of 2025

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Oliveda International, Inc. announced that its subsidiary Olive Tree People Inc. experienced 70% growth in the first half of 2025. The waterless beauty company saw 3000% growth in 2024, its second year of operations within the US, and reached sales of more than $100 million.

A “surprise” brand is expected to be debuted at The Olive Tree People flagship store in Los Angeles in October 2025, and the company stated that it plans to debut its pet brand in the fall, as well as an additional undisclosed product category that it says has been in development for years.

“Following the U.S. market launch in 2023, Canada will follow in 2025 and Europe in October 2025, making Olive Tree People not only the fastest-growing waterless beauty company but also the leading global waterless beauty company in the world,” said Thomas Lommel, Olive Tree People Founder and CEO. “In the second half of the year, many new product launches will follow for our successful hydroxytyrosol no-make brand, Olive Rose, and in November, what is probably the world’s first hydroxytyrosol pet brand, ‘Is that Matty,’ will follow.”

Lommel stated that the company plans to acquire more olive groves and olive farms in the second half of the year and will be working with the municipality of Arroyomolinos de Leon on its first modern mill.

“I believe 2025 will probably be the most intensive year in the history of Oliveda and Olive Tree People after 2024, and I’m very confident that we’ll close the second half even more successfully and realize at least $150 million in our third year direct-to-consumer,” Lommel said.

BELLAMI Hair Launches Stylist Society

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BELLAMI Hair announced the launch of the BELLAMI Stylist Society, a community designed to provide support and career growth for stylists. BELLAMI Hair Ambassadors can earn commissions on sales made using their unique code and link, and top earners can be eligible for quarterly gifting and receive exclusive access to sponsorships and promotions.

The BELLAMI Stylist Society will build upon BELLAMI’s pre-existing and vast social media network that includes almost three million followers by launching a dedicated Instagram broadcast channel to provide mentorship for building businesses and create a connected community that stylists can turn to.

BELLAMI President Mary Burns stated that the company used extensive surveys with professional stylists to discover how BELLAMI could help them elevate their business, upskill, attract and retain clients, and successfully implement social media for their local markets. As a result, BELLAMI will provide these solutions as a free resource at both in-person events and online.

“This program is about giving stylists the tools, visibility, and support they need to succeed on their own terms, whether they’re just starting out in their craft or expanding an established business,” said Charlotte Watson, BELLAMI Chief Marketing Officer. “BELLAMI is known for advanced technical education via The BELLAMI Academy, and the next step is supporting stylists with practical business building and selling tools to take their careers to the next level and elevating their confidence. BELLAMI supports stylists in ways the industry has never seen before and we are just getting started with accelerating the extension category.”

BELLAMI Hair was acquired by private equity-backed Beauty Industry Group (BIG) in 2022.

Partner.Co Wins 8 Globee Awards

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Partner.Co was honored with eight Globee Awards for Achievement. This year, the company was recognized with four Gold awards, three Silver awards and one Bronze award, including:

  • Gold – Fastest Growing Company
  • Gold – Mark Patterson | Marketing Professional of the Year
  • Gold – Co.Lab, a Partner.Co Brand | Achievement in Brand Development
  • Gold – AbVantage Launch Campaign | Excellence in Content Marketing
  • Silver – Expert Onboarding Series | Informative Content Achievement
  • Silver – Tahiti Highlight Video | Video Content Achievement
  • Silver – Lanzarote Highlight Video | Social Media Video Content Achievement
  • Bronze – Partner.Co Website | Digital Branding Website Achievement

“From top to bottom, the culture of Partner.Co is one that exudes excellence, because we’re driven by the same goal: to help others live their dream,” said John Wadsworth, Partner.Co Founder and Chief Brand Partner Officer. “These latest awards—which recognize not only the company as a whole but also teams across departments—are a testament to our collective commitment to upholding our values every day.”

Mary Kay Named a Top 10 Brand for Social Impact by Forbes

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For the second consecutive year, Mary Kay Inc. has been included on the Forbes Best Brands for Social Impact. This year, Mary Kay earned the ninth spot and was the only beauty brand in the top ten. This award is presented to companies based on consumer perception of a brand’s values, social stances, sustainability and community support.

Mary Kay’s Pink Changing Lives strategy includes a multi-faceted giving platform that works to empower women around the world and has included grants to women in STEM, efforts to advance cancer research and end domestic violence, and global projects to restore coral reefs and improve ocean biodiversity.

“Mary Kay was founded on a dream to enrich women’s lives around the world with a product portfolio rooted in science and a corporate mission focused on empowering women and protecting our natural resources,” said Lucy Gildea, Mary Kay Chief Brand and Scientific Officer. “Sixty plus years later, I am confident this is a winning formula to meet global consumer needs while taking care of our most precious resources–people and our planet. As part of my role as Mary Kay’s Chief Brand and Scientific Officer, it is my job to captivate our current customers and Independent Beauty Consultants and invite a new generation to fall in love with our brand.

LR Group Debuts New Logistics Center

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LR Group, the parent company of LR Health & Beauty, completed construction on its new logistics center in Porschestrasse. The center and adjoining skywalk and viewing platform will offer distributors a glimpse into the company’s packaging and shipping processes, while lighting installations, projects and cinema seats will create what the company hopes will be an immersive and memorable experience.

“The glass walkway connects directly to the skywalk of the Aloe Vera production facility and ‘floats’ just under 3.40 meters above the ground and measures almost 28 meters in length,” said Christoph Maris, LR Group Vice President Operations. “Firstly, the new skywalk allows you to see the automated packaging of the liquid nutritional supplements into cartons which are then stacked on pallets. You can then access the walkway to the new logistics center. Visitors will experience another highlight here, where the viewing platform offers a fabulous view of the almost 3,000 square meter hall.”

With the completion of the logistics center, the company now moves onto the next phase of construction, which includes a new warehouse management system. As the new logistics facility has “linked up” to the organization’s main system, the company has been able to expand its B2C deliveries to include Austria, Switzerland, BeNeLux, United Kingdom, Denmark, Finland, Norway, France, Germany and Sweden.

The goal for these expansion initiatives is to reduce and replace the traditional picking method with the goods-to-person principle that optimizes efficiency without cutting employees, reducing costs and enhancing flexibility and scalability.

“The realization of this project has also enabled us to set the general course for the future growth of the LR Group,” said Dr. Andreas Laabs, LR Group CEO.

An estimated $5.4 million has been invested in the logistics project.

Ready, Set—YIKES!

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Looking for a new position is full of starts and stops—here are three steps you must take to begin your search.

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!

In today’s transformational direct selling landscape, staying relevant isn’t just important—it’s crucial. If you’re an executive seeking your next leadership role, either where you are now or in the greater direct selling community, you need more than an impressive resume. You need to be visible, connected and forward thinking.

After 12 years in executive search specific to direct selling, and almost five decades in the channel itself, I’ve seen this consistent pattern: the executives who position themselves successfully for new opportunities commit to three core activities. When you’re serious about advancement, these are non-negotiables. Are you checking all these boxes?

Srdjan Randjelovic/shutterstock.com

Three Essential Career Building Activities

1 / Stay in Tune with Change in the Channel
Change? Buckle up—we ain’t seen nothin’ yet! Affiliate marketing, fresh takes on compensation models, breakthrough products, regulatory scrutiny and let’s not forget AI. It’s a lot.

You stand out as a desirable executive when you embrace change, pursue innovation and surround yourself with others who do the same.

Become enlightened by diving into trusted industry publications like Direct Selling News and others. Beyond simply reading, use these resources to develop your own point of view. What do you think about the trends? What strategies could you champion? Being able to articulate informed thoughts about the industry will set you apart in interviews and networking conversations. Bonus: these publications are treasure troves for discovering and making new executive connections, which leads us to point number two.

2 / Build and Activate Your Direct Selling Business Presence
LinkedIn is your executive brand platform, not just a career chronology. Too many executives treat their profiles as a static CV or barely use the platform at all. That’s a huge, missed opportunity.

To effectively leverage LinkedIn:

  • Spend 15-30 minutes a day. That’s manageable and potentially impactful. Comment thoughtfully on posts; congratulate executives on new roles; and reshare content that resonates with your leadership approach.
  • Your profile is a living capture of your accomplishments. Make sure your achievements, recent roles and a compelling summary are up to date. Use a warm and professional headshot, not a selfie snapped at a party or sporting event.
  • Post or share something meaningful weekly. No need to become a content machine. Just be visible: share an article; write a few sentences of insight about a trend; or even repost industry news with your brief take. Keep it short, lively and authentic.
  • Connect strategically. Reach out to the executives, authors, advertisers and contributors mentioned in the publications you’re reading. Send them a connection request with a personal note of compliment or appreciation.
  • Consider crafting a personal catchphrase. Rather than the generic “I’d like to add you to my network,” create a short, specific message when sending connection requests—one that highlights your core strengths or passions.

And this is a must…when someone accepts your invitation to connect—respond! A genuine “thank you” can be a real conversation starter.

Know that the hiring market for senior executives often moves through relationships and reputation more so than applications. Your LinkedIn activity helps you stay top of mind when opportunities emerge.

YOU are your own best advocate!

JLco Julia Amaral/shutterstock.com

3 / Think Bolder by Aligning with Bold Thinkers
If you want to play a leading role in the future of direct selling, you need to align with the people shaping that future.

Seek out industry thought leaders whose work challenges and expands your thinking. Two of my favorites:

  • John T. Fleming—Author of Ultimate Gig and Leverage. John’s perspective on the evolving gig economy and its impact on direct selling is required reading and a powerful tool for executive recalibration.
  • Brett Duncan—His work, It’s Time to Do a New Thing, is one of the most insightful (and inciteful) discussions of where the direct selling model is headed. Brett challenges the old frameworks and pushes for meaningful innovation.

Reading and engaging with their work and other bold thinkers ensure you are not just clinging to what was, you are prepared to lead in what will be.

And to meet those bold thinkers…“Good grief! Get out of the house!” Virtual connection is crucial. However, there’s no substitute for in-person events, human energy and education. Attend direct selling events. Identify and pursue bold-thinking colleagues for lively, relevant conversations where you can contribute and learn. When you get home, send each colleague you spoke with a note of thanks! Often, it’s the relationships you nurture before you need them that make all the difference when opportunity knocks.

Get Involved in the Conversation

Landing your next executive role in direct selling isn’t a passive process. It demands deliberate positioning, daily action and future-focused thinking. By dialing into change, activating your presence and aligning with bold thinkers, you’ll not only open more doors—you’ll walk through them prepared to thrive. It bears repeating—YOU are your own best advocate!

Now in her fifth decade of service to the direct selling community, Kate Gardener is a highly respected and trusted advisor to companies around the world. Her experience and expertise are now focused on resourcing talented people via C3 Executive Search as well as selected consulting projects. As a seasoned and successful direct selling executive, Kate has the unique perspective of a thought leader who can illuminate the future of direct selling with unique insights and staffing options.

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

Oriflame Celebrates 58th Anniversary

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Oriflame celebrated its 58th anniversary this week. A beauty company launched in 1967 by brothers Jonas and Robert af Jochnick and their friend Bengt Hellsten, Oriflame built its foundation on helping entrepreneurs capture their potential through social selling and unique beauty products inspired by nature. Since its launch, more than three million distributors from more than 60 countries have become part of the company’s mission and leveraged the brand’s people-powered, flexible opportunity.

“We’re proud to be a company where success is shared and community is everything,” said Niclas Palmquist, Oriflame Chief Commercial Officer. “Our model is built on trust, connection, and the belief that beauty is best when it’s shared. As others shift direction, we’re doubling down on what we do best, supporting our entrepreneurs every step of the way.”

Across almost six decades, the company has evolved to be a part of the next generation of social selling, harnessing digital innovations, online communities and beauty and wellness movements to help entrepreneurs find success and a meaningful business path on their own terms.

“At Oriflame, we believe that talent is everywhere, but opportunity is not always accessible to all,” said Anna Malmhake, Oriflame CEO and President. “For 58 years, we’ve stayed true to our purpose: to empower people to grow, connect, and thrive through a business model that puts people first. Social selling is not just part of our history, it’s our future.”

DSA Addresses FTC Leadership Concerning Proposed Rulemaking

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Direct Selling Association (DSA) CEO Dave Grimaldi urged Federal Trade Commission (FTC) leadership members to make rules based on data, not assumptions. Grimaldi was participating in a panel discussion hosted by the American Enterprise Institute (AEI) entitled The FTC at the Crossroads: The Path Forward for Competition and Consumer Protection where senior FTC leadership was in attendance.

In his message, Grimaldi spoke about Delaware House Bill 162, legislation that has been nicknamed the “anti-direct selling” bill and that the DSA previously called “a blanket regulation that would punish legitimate businesses and entrepreneurs across the state,” and urged the FTC to ensure that future rulemaking would be guided by data and not assumptions. The DSA has been clear that misrepresentation and consumer deception must be taken seriously, but that well-intentioned policies that are not based in facts and data can create unintended consequences.

In a statement, the DSA said: “As the FTC evaluates the future of the earnings claims rule, DSA will continue to advocate for clear, fair standards that protect consumers without penalizing the millions of Americans building businesses the right way.”

Mary Kay 2025 Sustainability Report Highlights Dedication to Enriching Women’s Lives

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Mary Kay Inc. released its 2025 Sustainability Report, which showed progress towards its 2030 commitments and shared milestone achievements as it works to improve social, economic and environmental sustainability. This dedication has been a core function of its business strategy and a significant part of its mission to enrich women’s lives around the world.

This year, the report shared advancements in women’s equality and economic inclusion, as well as biodiversity preservation and more. In the environmental category, the company increased its recycle-ready/recyclable packaging and supported The Nature Conservancy and Arbor Day Foundation to preserve ecosystems in Texas and around the world. The company’s commitment to social sustainability was illustrated by its monetary and in-kind donations to high-impact organizations around the world, in addition to impact partnerships and grants made to support young women in STEM. Mary Kay also advocated for economic sustainability through the digitalization of its direct selling experience, including the “Phygital” campaign in Mexico and Brazil.

“For over 60 years, our company has championed a business model and key initiatives that empower women, help protect the planet, and model resilient communities,” said Ryan Rogers, Mary Kay Chief Executive Officer. “This year’s report reaffirms our goals and commitments, while celebrating the measurable and meaningful impact we are creating worldwide.” 

LifeVantage Celebrates Innovation at Activate 2025

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LifeVantage Corporation held its global Activate 2025 event, leading Consultant-hosted watch parties and local in-person gatherings around the world. The event reinforced the company’s commitment to innovation and introduced a new campaign, Summer in the Fast Lane, which will build upon its “Drive” message that inspired distributors to be proactive in their quest for success.

Summer in the Fast Lane is the first of a set of planned quarterly campaigns that will reward distributors for consistent business performance at every rank, featuring exclusive mini-trips, and is designed to foster community and extend reach on social channels. Themes, prizes and product launches will “refresh” each quarter with the goal of creating “growth sprints” and momentum.

“We are excited to introduce ‘Summer in the Fast Lane’, the first campaign in our new quarterly cadence designed to incentivize global growth,” said Steve Fife, LifeVantage President and CEO. “We were inspired by our Consultants seeing the most business success – their energy, their ideas, and the way they support one another to create a sense of connection that uniquely differentiates our model. With this new quarterly cadence, we will foster business growth through shorter, more focused sales sprints, while also strengthening the community that fuels it. When people feel supported and connected, real growth happens – as evidenced by the excitement surrounding Activate 2025.”

Xyngular Rebrands as The Biohacking Company

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Xyngular announced a strategic rebrand as Xyngular, The Biohacking Company. The company will now heighten its focus on redefining health optimization with advanced science, clean formulations and simplified systems.

This rebrand is part of the company’s efforts to design solutions that meet the needs of health-conscious consumers by tapping into the increasingly mainstream “biohacking” movement, which is the intersection of art and science where people seek to intentionally optimize their lifestyle and environment for health, performance and longevity. New formulation talent and R&D partnerships are part of this effort, as are new leadership appointments that will drive product strategy.

“We’re revolutionizing how people think about their health,” said Oliver Dibblee, Xyngular President. “As The Biohacking Company, we’re positioned to lead the charge in personalized health optimization, giving our customers and Brand Partners the tools and knowledge they need to take control of their biology and unlock their full potential.”

The company emphasized that this brand evolution is “more than a name change” and will include advanced formulations for its energy, metabolism, focus and recovery products, with a “pipeline of innovative product launches underway.”

“We’re not chasing trends, we’re creating the future of wellness,” said Chanelle Jepson, Xyngular Senior Vice President of Product Development. “I promise to deliver clean, craveable products with real results because people deserve tools that actually work. Our goal isn’t to overhaul your life, it’s to enhance it through targeted, science-backed solutions that fit effortlessly into real routines and deliver real change.”