brand-logo
Subscribe

Color Street Enhances Compensation Plan – Expands Earning Potential for Stylists

by

Color Street announced Compensation Plan enhancements, effective July 1. Building on changes made earlier this year, these updates are designed to further reward team building and recognize its independent sales force as the brand celebrates its 8-year anniversary. 

The new Compensation Plan updates provide Stylists the opportunity to earn enhanced retail commissions sooner, with smaller, more achievable steps early in the career plan and the ability to unlock maximum retail commissions at a lower threshold. Stylists will also gain visibility into 2 additional levels, unlocking the ability to earn level commissions on three levels of their community.

“While we are embarking on a multi-pronged go-to-market strategy that modernizes the customer experience, we remain committed to the direct sales channel and the core pillar and anchor for future success lies within our independent sales force,” Color Street shared. “Rewarding our Stylists earlier and often, especially those just getting started, has always been key to the long-term success of our community.”‘

Color Street Stylists have a 40% potential retail commission on personal sales and an additional 15% on the sales of their Level 1 for 55% total retail commissions. Upcoming enhancements will add 3% on Level 2, and 2% on Level 3, reinforcing stable earning potential for loyal builders and dedicated sellers who have developed communities over their tenure with the business. 

Updates will take effect July 1, 2025. Color Street is excited about the road ahead and the opportunities this new plan will bring.

Immunotec | One Life at a Time

by

Listen to this story starting at 22:48 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!

Last year was an incredible one for the team at Immunotec—packed with significant growth, meaningful investments and advancements in technology. These milestones and the company’s influence within the industry capture the spirit of our Bravo Impact Award. This award honors the achievements of companies that take a holistic, measured and incremental approach to growth, innovation and operational integrity and excellence.

“Immunotec embodies impact in everything we do—whether it’s through our vision, products, team or giving back,” shared Mauricio Domenzain, Immunotec Chief Executive Officer. “We believe that happiness is a choice, and we’ve built a company that supports this belief.”

“Immunotec embodies impact in everything we do—whether it’s through our vision, products, team or giving back,” shared Mauricio Domenzain, Immunotec Chief Executive Officer. “We believe that happiness is a choice, and we’ve built a company that supports this belief.”

Since 1996, Immunotec has pioneered immune research, focusing on the impact of glutathione, the body’s “master antioxidant.” The company’s flagship product is Immunocal®, the only clinically proven, patented glutathione precursor that helps the body produce its most powerful antioxidant.

Guided by a motto of “One Box, One Purpose, One Life at a Time,” Mauricio and his team are reaching more people than ever, helping families regain their health and empowering individuals to build thriving businesses. Immunotec saw significant growth in 2024, with 38 percent more consultants (ImmunotecPros) joining the company and an 89 percent surge in customer growth.

“We’ve transformed millions of lives by providing a natural solution for better health from the inside out,” he said. “By strengthening immune function, Immunocal continues to redefine what’s possible with the power of natural supplementation. Every Immunocal box delivered represents a life touched; a step toward better wellness; and a growing network of people committed to making a difference.”

Connect and Empower

Mauricio has been actively transforming the culture of Immunotec since he joined the company in 2017, creating an environment where connection is everything. His optimism and positivity ripple throughout both corporate and field teams, engaging prospective consultants and inspiring rising leaders. Already this year, the company’s first quarter conventions sold out in under three days—another ripple from the huge consultant growth Immunotec experienced in 2024. The company’s most recent La Vida Immunotec incentive trip saw nearly 2,000 consultants celebrate their vibrant businesses. Forty percent of attendees were first-time qualifiers, highlighting Immunotec’s ability to attract and develop leaders worldwide.

“As a company, our commitment goes beyond products,” shared Mauricio. “We embody a culture of happiness and purpose. From our corporate team to our ImmunotecPros, we’ve built a culture where everyone feels connected, valued and empowered to grow. This approach has led us to create happier, healthier lives—one person at a time. More smiles, more energy, more longevity—driving a ripple effect of positive change that extends far beyond ourselves.”

That change is also being realized through Immunotec’s philanthropic initiatives, including its ImmunoKids Foundation, a non-profit organization founded in 2022 by the company and consultants tasked with empowering children facing illness and hardship. By partnering with organizations that serve immunocompromised or impoverished children worldwide, Immunotec is offering support where it’s needed most.

Invest and Accelerate

After a stellar 2024, Mauricio is eager for what lies ahead in 2025—the fruit of the investment and forward-thinking approach at the heart of Immunotec’s strategy. The team has invested more than $25 million in manufacturing and $6 million in technology, bringing the company’s commitment to innovation to life in meaningful ways. Its recently launched ImmunotecPro app was built from the ground up to give consultants full control over their businesses from wherever they choose to operate them.

“By future-proofing our business, we’re not only supporting the immediate success of our Pros and customers, but also laying the foundation for sustainable, long-term growth that will continue to drive impact for years to come,” he explained. “We’re committed to ensuring our Pros have the tools, resources and support they need to thrive—no matter where they are in the world—while delivering an exceptional experience for every customer we serve.”

ImmunotecPros are growing strong businesses with these tools and Mauricio’s optimistic outlook on the possibilities in North, South and Central America and Europe is infectious. The field is growing in new countries too, with recent launches in Germany, Austria, Switzerland and France. As Mauricio’s team accelerates this global expansion and strengthens Immunotec’s position in the glutathione space, the company’s impact is only expected to grow.

Congratulations to Mauricio and his team on their well-deserved Bravo Impact Award! 

From the May/June 2025 issue of Direct Selling News magazine.

Tranont Wins Gold Stevie for Best New Product

by

Tranont was honored with a Gold Stevie Award in the Consumer Products category at the 23rd Annual American Business Awards for its Daily Health System (DHS). This product combines two supplements with a “simple, daily health plan” to provide an integrated approach to enhancing metabolic health and sustained wellness.

The DHS Activate supplement includes an amino acid, antioxidants and botanicals designed to optimize metabolism and curb hunger, while the DHS Transform supplement was formulated with a novel enzyme blend to transform sugars and curb cravings, enhance digestion and boost energy.

Judges for the awards described Tranont’s product as “a well-researched, highly successful metabolic health solution with strong early sales and clinical validation.”

“The Tranont Daily Health System is the perfect example of how combining science-driven products that work synergistically creates achievable solutions, simplifying wellness and improving outcomes,” said Russell Losee, Tranont Co-Founder and COO. “We are so excited about the success we’ve seen from DHS, and winning a Stevie Award validates our work.”

New Report Reveals Why AI Might Be a “Conversion Killer”

by

In a new survey of 1,500 US shoppers, enterprise commerce platform SCAYLE found that 71% of participants reported feeling “uncomfortable” with certain AI-driven tools used by retailers. Facial recognition was top of mind in these responses, with 32% of shoppers reporting that it made them feel “uneasy.” Following close behind were AI-created product images and models (30%) and AI-powered customer service chatbots (30%). The key, SCAYLE found, is to effectively walk the fine line between a tailored, personal experience and one that feels intrusive.

Beyond this, product quality was of utmost importance to customers, and in fact 53% of shoppers said it was more important than all other factors. Price competitiveness (38%) and effective customer service (31%) were also key loyalty drivers, with 49% wanting regular discounts and 36% wanting free shipping or additional incentives. Overlooking these factors also proved to be primary forces for driving customers away. For shoppers who abandoned their carts, 52% reported leaving when faced with increased prices and 76% cited that their preferred payment method wasn’t available.

In a tumultuous economic landscape, customers are looking for confidence and retailers who will meet them where they are. “Shoppers don’t see channels–they see convenience,” the report stated.

“Many retailers are betting big on emerging tech like AI to improve customer experience, so it’s interesting to hear that customers don’t feel this is currently paying off,” said Daniel Fertig, SCAYLE Director of Partnerships. “Brands need to continue investing in AI to get ahead–but it’s clear customers want to see it used for product discovery and improving customer service, rather than AI-generated images or chatbots. The biggest takeaway is that–even during uncertain times–there are some immediate pain relievers for brands, like implementing AI solutions customers actually want, introducing incentive-driven loyalty programs, and prioritizing product quality.”

Arbonne Honored for Commitment to Employee Well-Being

by

Arbonne International was recognized by Cigna Healthcare with the Gold-Level Cigna Healthy Workforce Designation for 2024. This honor is given to organizations who are dedicated to the well-being of employees. Specifically, Arbonne was selected for its commitment to its employees’ physical and mental health as well as its intentionally designed workplace that helps everyone feel valued and empowered.

Arbonne stated that it is committed to building “an inclusive, supportive and stigma-free workplace, ensuring employees feel safe, valued and empowered to seek help” and normalizing conversations around mental health.

“For more than four decades, Arbonne has been driving positive change in health and wellness, not just within the industry, but in the lives of our customers, consultants and employees,” said Jen Orlando, Arbonne CEO. “This Gold-Level designation from Cigna Healthcare is more than an accolade; it reflects our shared dedication to cultivating a thriving, health-focused work environment.”

Oriflame Beauty Bus Tour Connects with UK Customers

by

Oriflame announced its first-ever Beauty Bus Tour as part of a UK campaign to connect with local consumers. This new tour will allow for an immersive experience that provides customers with a way to explore and try the company’s extensive range of skincare, makeup, fragrance and wellness products. Experts will also be available to provide personalized recommendations and answer beauty questions.

The eight-stop tour includes:

  • May 18 – Birmingham: St Martins
  • May 20 – Milton Keynes: Centre MK
  • May 22 – Cardiff: City Centre
  • May 24 – Manchester: Spinningfields
  • May 26 – Sheffield: City Centre
  • May 30 – Glasgow: Silverburn
  • June 2 – Brighton: i360 site
  • June 4 – Portsmouth: Guildhall

UK DSA Celebrates 60th Anniversary

by

The UK Direct Selling Association (DSA) celebrated its 60th anniversary with an event in Warwickshire, UK. The event gathered more than 200 international delegates, corporate teams and independent sellers for presentations and awards.

Susannah Schofield OBE, DSA UK Director General, served as host for the daytime conference and introduced guest speakers who offered expertise concerning resilience and influence in business, the potential for AI in the direct-to-consumer channel, networking and recruitment. Avon UK Sales Director Tracey Powers delivered a specialized update on the brand’s relationship with Superdrug in the UK market.

A gala dinner and awards ceremony celebrated winners of the corporate awards and inducted Saladmaster President Ayo Olaseinde and UK DSA Business and Events Manager Christina Vernon as new members to the Association’s Hall of Fame.

In a statement, the DSA UK described Christina Vernon as “one of the best-connected people in the direct selling industry” and a highly effective communicator and operator, and said that Ayo Olaseinde’s role as Global President of Saladmaster serves as “a testament to his entrepreneurial spirit, dedication to personal growth, and passion for inspiring and developing others to achieve their own success.”

Corporate Awards included:

  • Supplier of The Year Award – Thomas Brown Recruitment
  • Field Sales Development – Magda Biel of Arbonne & Stela Rafailova of AquaSource (joint winners)
  • Ultimate Contributor – Lara Wink of Oriflame & Tracey Powers of Avon (joint winners)
  • New Product Launch – Serenova
  • New entrants to the Hall of Fame – Ayo Olaseinde & Christina Vernon

Seller Awards included:

Rising Star

  • Usborne Community Partnership – Jess Muxlow
  • Serenova – Glynis Sullivan-Porteous
  • AquaSource – Angelina Heidinger
  • PM International – Kirsty Given and Alex Jolly
  • The 1:1 Diet – Lucy Gallagher
  • Juice Plus – Holly Soars
  • MONAT – Grace Ward
  • Saladmaster – Rose & Bonny Shauri
  • Essens – Jayne Workman
  • Genistar – Joyce Agbor

Long Service

  • Usborne Community Partnership – Judy Williams
  • Arbonne – Emma Sangster
  • PM International – Jenny Chin & Ka Man Pang
  • The 1:1 Diet – Linda Jarman
  • Genistar – Steve Jenkins
  • Juice Plus – Mary & Seamus Penrose
  • Oriflame – Wendy Rogers
  • Saladmaster – Bali Bailey
  • Mary Kay – Mary Rose Selman
  • Essens – Claire Lomax
  • Avon’s Audrey Mitchell & Arlene Croft were also recognized in special awards, for 65 years’ service.

Community Star

  • Usborne Community Partnership – Marianne Ryan
  • PM International – Mellanie Parry
  • Avon – Carolyn Haywood
  • Genistar – Arvin Burgos
  • Juice Plus – John Holowaty
  • Oriflame – Pamela Kent
  • Essens – Rebekah Yates

Direct Seller of The Year

  • Usborne Community Partnership – Katie Slingerland
  • Arbonne – Danni Wells
  • AquaSource – Eleonora Dimitrova
  • PM International – Natalia Great and Oleg Musatov
  • Avon – Dawn Fazackerley
  • The 1:1 Diet – Gemma Renwick
  • Genistar – Dolly Bright
  • Juice Plus – Chelsea Louella
  • MONAT – Yasmin Oakley
  • Oriflame – Oluwafunmilayo Adeniyi
  • Saladmaster – Janenette & Dr Cesar Tamamao
  • Mary Kay – Erica Wallace
  • Essens – Michelle Carey

Innovation

  • Arbonne – Stephanie McLeish
  • AquaSource – Ivelina Koleva
  • PM International – Olivia Igwe
  • Avon – Sioned Hughes
  • The 1:1 Diet – Deborah Adams
  • Genistar – Alan Palmer
  • Juice Plus – Jane Mably
  • Mary Kay – Dami Alatis

LR Health & Beauty Grows in First Quarter 2025

by

LR Health & Beauty announced their financial results for the first quarter of 2025. In the first three months of the financial year 2025, LR Health & Beauty SE generated sales (revenue from goods sold) of $79.92 million (Q1 2024: $78.4 million). The company increased sales by 2.0% compared to the first quarter of the previous year.

“The good start to the 2025 financial year has confirmed that we have set the course for profitable growth with our strategic growth initiatives, such as the realignment of the career plan and the continuous expansion of our product range. With the ongoing digitalization of our business processes and the launch of our new logistics center, we are also successfully working towards making our business even more efficient and profitable,” stated Valdemaras Gordinskis, Vice President Global Controlling and Investor Relations of LR Health & Beauty.

Industry Leader Shellie Sullivan Joins Nowsite as Chief Growth Officer

by

Visionary direct selling executive to accelerate Nowsite’s global expansion and redefine digital growth strategies for the modern field.

Nowsite, the leading AI-powered marketing platform for the direct selling industry, today announced that Shellie Sullivan has joined the company’s executive leadership team as Chief Growth Officer. This appointment marks a major milestone in Nowsite’s continued expansion as it scales its impact across the global direct selling community.

Shellie Sullivan is a celebrated disrupter in the direct sales space, known for over two decades of bold, strategic leadership across top-performing sales organizations. She brings a proven track record of navigating complex challenges through transparency, innovation, and an unwavering commitment to sustainable growth.

“Shellie is one of the most respected and forward-thinking leaders in our industry,” said Justin Belobaba, Founder & CEO of Nowsite. “Her experience, energy, and deep understanding of both the field and corporate sides of direct selling make her the perfect person to help lead our next phase of growth. With Shellie on our team, we’re doubling down on our mission to empower modern direct sellers with simple, powerful technology that actually drives results.”

As Chief Growth Officer, Shellie will lead Nowsite’s expansion strategy with a focus on deepening relationships with corporate partners, supporting field leaders, and accelerating adoption of Nowsite’s AI-powered tools worldwide.

Her appointment follows the launch of Nowsite’s new free, all-in-one app designed specifically for direct selling companies and distributors. The platform offers integrated AI onboarding, course hosting, mobile content sharing, an AI-powered avatar, CRM, real-time back office alerts, and more—completely free for both corporate teams and field sellers. The overwhelming industry response has solidified Nowsite’s position as the go-to digital solution for modern direct selling organizations.

“Nowsite is the platform this industry has been waiting for,” said Shellie Sullivan. “It’s not just modern and AI-powered—it’s built with a deep understanding of what actually drives success in direct sales. It equips the field with everything they need to take consistent, confident action—from onboarding and training to real-time communication and AI support—all in one place.

And for corporate? It’s seamless, zero cost, and finally bridges the gap between head office and the field. It strengthens the trust and alignment that’s so critical and frees the field to focus on what matters most: actions that grow their business.”

Shellie’s appointment comes at a time of record momentum for Nowsite, which recently surpassed 150,000 users across 130+ countries and has partnered with leading organizations including Herbalife, The ROOT Brands, Bydzyne, and MWR Life.

A Modern Growth Strategy for a New Era

Shellie’s vision is deeply aligned with Nowsite’s mission: to simplify and elevate the direct selling experience through accessible, intelligent tools. Her leadership will play a key role in bridging corporate strategy with real-world field execution—ensuring alignment, scalability, and sustained success.

Known for her straightforward, people-first approach, Shellie is respected across the industry for her ability to build strong communities, activate strategic partnerships, and drive meaningful, measurable impact.

To learn more about Nowsite and its executive leadership, visit https://now.site.

Capture with Captions

by

Video captions are now essential for online marketing.

In the battle for attention in digital communication, video captions have evolved from an added feature to near necessity. If used correctly, they can be a pivotal element in content strategy and customer conversion. Their significance is underscored by their ability to enhance engagement, broaden audience reach and improve viewer comprehension.

PanuShot/shutterstock.com

Captions serve as a bridge, making content accessible to individuals with hearing impairments, those who prefer consuming content without sound and for quickly capturing attention scrolling on social platforms. A survey by Preply revealed that 50 percent of Americans watch content with captions most of the time, with the percentage rising to 70 percent among Gen Z viewers. This trend is partly due to the increasing consumption of videos in sound-sensitive environments, such as public transport or workplaces, where audio might be disruptive.

Captions also aid in comprehension, especially for non-native speakers, by providing a textual representation of spoken words. This inclusivity not only broadens the audience base but also fosters a more engaging viewing experience. With the rise of AI language translation tools, creating captions for many different demographics has never been easier.

Younger Audiences Fueling Trends

The surge in caption usage is particularly notable among younger demographics. Gen Z and Millennials are at the forefront, with 70 percent and 53 percent respectively using captions regularly. This inclination is influenced by the prevalence of captions on social media platforms like TikTok and Instagram, where auto-generated captions have become standard.

Technological advancements have further streamlined the captioning process. For instance, Warner Bros. Discovery’s collaboration with Google Cloud introduced AI-generated closed captions for its Max streaming service, reducing caption creation time by up to 80 percent and costs by up to 50 percent compared to manual methods.

Effectiveness in Online Marketing

Incorporating captions into marketing videos significantly boosts engagement metrics. Captions can increase video view time by an average of 12 percent, as they cater to viewers who watch videos on mute. Additionally, captions enhance SEO by making video content more searchable, as search engines can index the text, improving content discoverability.

Captions contribute to better viewer retention and message recall. Viewers are more likely to remember and understand the content when both auditory and visual information are presented simultaneously. Some platforms use captions to index video content, which can help SEO rankings. Many auto-caption tools are free today, and even if they aren’t 100 percent accurate, they are highly effective for live broadcasts, webinars and virtual events.

Best Practices for Captioning

Accuracy

Ensure captions precisely reflect the spoken content to maintain credibility and prevent misunderstandings. If using auto-generation, take time to edit inaccuracies.

Synchronization

Align captions with the audio to provide a seamless viewing experience. Keep captions to no more than two lines at a time.

Readability

Use legible fonts and appropriate text sizes, and position captions to avoid obstructing key visual elements. White sans-serif fonts, such as Arial or Helvetica, are the most popular.

Consistency

Apply uniform caption styles across all videos to establish a cohesive brand presence. This includes size, font and color.

Accessibility Compliance

Adhere to accessibility standards, such as the Web Content Accessibility Guidelines (WCAG), to ensure inclusivity.

From the May/June 2025 issue of Direct Selling News magazine.

DSA Issues Advocacy Alert Concerning Delaware Bill

by

The Direct Selling Association stated that Delaware House Bill 162 poses what it calls “a critical threat to direct selling,” and proposes regulations that it calls “impractical, unnecessary and unlike any imposed elsewhere in the United States.”

The bill is expected to require a 48-hour mandatory waiting period before participation in a program, a three-month right of recission for participants and disclosure requirements that it called “onerous and unwarranted.”

The DSA assembled a “Take Action Now” packet to encourage direct selling companies to engage in raising their voices against the bill that included a customizable template letter, a one-page summary of the bill’s details as well as the DSA’s position, and contact information for relevant legislators.

“This is one of the most serious threats our channel has faced,” the DSA wrote in a statement. “If this legislation passes in Delaware, it will not stop there.”

Direct Approach Podcast Episode Featuring LifeWave Founder David Schmidt Exceeds 20,000 Views

by

This milestone episode highlights two decades of innovation, disruption and leadership in direct selling.

Direct Approach, the official podcast of Direct Selling News, is proud to announce that Episode 94, “20 Years of Innovation: How LifeWave Founder David Schmidt Disrupted Direct Selling,” has surpassed 20,000 views, making it the most-watched episode in the podcast’s history! 

The milestone episode features David Schmidt, Founder and CEO of LifeWave, a global health and wellness company known for its patented, non-invasive wellness technology. With over 200 patents and two decades of entrepreneurship, Schmidt’s story is a compelling example of resilience, visionary leadership, and the power of innovation in the direct selling channel. 

In the interview, moderated by Direct Approach host Wayne Moorehead, Schmidt offers a candid and inspiring look at the journey that took LifeWave from early challenges—including near financial collapse—to becoming one of the fastest-growing companies in the industry. 

Key topics discussed in the episode include:

  • The role of scientific innovation in product and business development 
  • Strategies for overcoming operational and market disruptions 
  • How aligning mission and vision fuels long-term success 
  • Building a culture of innovation and resilience within a growing enterprise 

“David’s story clearly resonates with our audience,” said Wayne Moorehead. “His insights around innovation, persistence and leadership are not only powerful but deeply relevant for anyone navigating today’s business landscape.” 

This milestone reflects growing interest in the stories of founders and executives shaping the future of direct selling through disruptive thinking, purpose-driven missions, and sustainable growth strategies. 

🎧 Episode 94 is available now on all major podcast platforms and on the DSN YouTube channel.