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Vorwerk Makes Significant Investment in France

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At the Choose France Summit, Vorwerk announced a significant investment in its operations in France. Previously, the company has already illustrated a hefty commitment to its European growth strategy with financial investments across Germany and France, including $78 million for a new factory in Donnemain-Saint-Mamès and $67 million to modernize the Cloyes-sur-le-Loir site. This new investment includes a $33 million storage, bundling and packaging center in La Chapelle-du-Noyer, increasing the company’s industrial footprint in Eure-et-Loir. The future site will be supplied by production from the company’s existing factories in Cloyes-sur-le-Loir and Donnemain-Saint-Mamès and is expected to open in September 2027.

“Our success is built on cooperation–not competition–between countries,” said Dr. Thomas Stoffmehl, Speaker of the Executive Board of Vorwerk Group. “For more than 50 years, our German and French teams have worked in close partnership to deliver excellence. With our newest investment, we are taking this collaboration to the next level.”

The new facility will serve as a hub for Southern Europe and expedite product delivery in response to growing demand in the region. The center also includes:

  • Advanced automation to streamline logistical flows and enhance efficiency and scalability
  • Sustainable, eco-friendly and energy-efficient systems
  • Strategic integration of nearby production facilities
  • Positive economic impact for the local community

Farmasi Celebrates Record-Breaking Launch in France

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Farmasi’s launch into France resulted in record-breaking results. The launch began with an event in Paris that brought together top leaders and distributors from around the world and featured product showcases. The company’s French debut included its full portfolio of skincare, makeup, haircare and nutrition products and represents its strongest launch performance month in Europe to date.

“France has welcomed FARMASI with unmatched passion and enthusiasm,” said Sinan Tuna, FARMASI CEO. “This launch was not only our most successful in Europe to date—it was also one of the most fun and energetic events we’ve ever hosted. It was inspiring to see so many of our global leaders come together to support the start of something big in France.”

Zinzino Expands into China

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Zinzino announced a market launch into China with a cross-border social e-commerce model as the next step in its strategic expansion.

“China’s dynamic market and increasing health consciousness align perfectly with Zinzino’s vision of personalized wellness,” said Dag Bergheim Pettersen, Zinzino CEO. “Our expansion into China is a strategic move to meet the growing demand for scientifically-backed, individualized health solutions.”

Zinzino pointed to China’s growing personalized nutrition and supplements market as a key reason for the expansion, calling the market “a promising opportunity for Zinzino’s innovative approach to personalized nutrition.”

Mannatech Reports Q1 2025 Financials

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Mannatech Incorporated announced its financial results for the first quarter of 2025. Net sales during the period totaled $26.6 million, a 9.6% year-over-year decrease. Gross profit as a percentage of net sales fell to 74.3% from 78.6% year-over-year. The company attributed some of this increase in cost to freight charges for backordered items and sales promotions.

Loss from operations during the quarter remained stable year-over-year at $0.8 million, while net loss was $1.5 million, compared to $1.2 million in Q1 2025.

The approximate number of new and continuing independent associates and preferred customers declined from 143,000 in the first quarter of 2024 to 129,000, showing a 13.9% decrease.

The company ended the quarter with cash and cash equivalents of $9.3 million, an 18.2% decrease from the previous quarter.

Jim Northrop | More than a Mentor

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Listen to this story starting at 16:09 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!

Jim Northrop believed that the direct selling industry had the unique ability to positively impact people’s lives. For decades, he pushed the industry forward serving as President and CEO of Immunotec and owner and CEO of Princess House from 1994-2006. Jim was also a member of the Direct Selling Education Foundation and Direct Selling Association Board of Directors, among other influential positions.

Jim was also a long-time trusted advisor and intuitive strategist to founders and executives through his Winfield Consulting firm, constantly empowering others. Jim passed away in August 2024 and left an impact that touched countless lives, making him more than worthy of this year’s Legacy Award.

Rudy Revak, an industry legend in his own rite as Founder of Xyngular and Chairman of Pure Haven Essentials, met Jim when they were on the board of the Direct Selling Association decades ago. The two became good friends, and Jim went on to serve as a board member at two of Rudy’s companies.

“He would always bring clarity to whatever situation we were having at the time,” Rudy shared. “Jim was very honest. He was the ultimate gentlemen. In friendship or business, Jim was always an honorable gentleman.”

Rudy shared Jim’s passion for evolving the direct selling industry and maintaining the relationship aspect of the business model. “He truly believed in our industry. We are an industry that’s not just about selling products. Number one, we both believed direct selling is about changing people’s lives. That’s why we were such good friends. He was a compassionate man. I miss Jim very much.”

A Guide in Unprecedented Times

Lynne Coté, current President and CEO of Princess House, which Jim stewarded for 12 years, was a mentee of his. They met about 10 years ago, before Lynne joined the direct selling industry. She came to Princess House in January 2020, just a few short months before the world went haywire.

Jim regularly advised her through the pandemic with weekly one-on-one calls. Then, he implemented bi-weekly calls which included other industry leaders as well. “He decided to get a whole group of us together—different CEOs from different direct selling companies—and we would get on the phone every Wednesday night,” Lynne remembered. “None of us really competed with each other. Jim didn’t charge any of us. We would just share what was working, what wasn’t working. The world was obviously turned upside down. And Jim drove that weekly meeting for almost two years to help us navigate through it.”

Lynne said Jim was always a great listener and a great connector, helping her build invaluable and lasting relationships. She also greatly credits him for helping the company shift primarily to the Hispanic market. “Jim was always encouraging you to pivot. He wasn’t afraid to be aggressive,” she explained.

Many of their one-on-one calls wouldn’t even be about business, but just two friends talking. “He really, truly cared,” she shared. Even several months after his passing, the appointment with Jim is still on her calendar. “He’s still in my calendar, every Friday at 11. I haven’t taken it off my calendar because every Friday at 11, I still think about Jim.’”

The Dynamic Duo

John Frederick served as Jim’s Vice President of Sales at Immunotec before joining him at Winfield Consulting. For nearly 15 years, they worked together as a team helping more than 70 clients throughout the industry.

Jim’s focus was always on building and empowering the field. John says that when Jim owned Princess House, he would host his own party every month just to better understand what the field needed. “He was a huge advocate of the sales organization. You don’t have a business without your sales organization. They bring you all your customers and sell all your products.”

Jim was known for his honest and direct approach to consulting, always voicing his opinions based on his own experiences. John took over as President at Winfield in 2022 as Jim’s health began to decline. “In a lot of ways, Jim was the big brother I never had. He just had a way of making your work better.”

A Great Dad, Too

Northrop’s three sons are now in their 40s. Robert, Matt and Will say that while their dad was busy as a successful executive and industry leader, he always prioritized being there for them. “He obviously worked incredibly hard,” Robert, the oldest brother, shared. “The industry and being successful in it demands a ton of time and energy, but he was still a great dad. The three of us have so many great memories of all the times that we spent together.”

Jim involved his sons in the business in different ways, even working some positions in the corporate office and attending incentive trips and conventions to get a firsthand experience of their dad’s impact. “The first time it really dawned on me was at one of the conventions,” Will remembered about understanding his dad’s role. “I was sitting in a room, there was some buzz going on, and my dad was introduced to the field. Everyone just went crazy—they were standing up and clapping.”

Will also worked for Princess House in the mail room when he was a freshman in college, learning the operations side of the business. Robert worked a couple summers in the IT department.

All Jim’s sons expressed that their dad’s experience, conviction and ability to connect with people are what made him unique and so successful. “He had extreme confidence in himself and his guidance, and I think that conviction helped him,” Will said. “There’s a tendency to sugar coat things or be politically correct. I don’t know if it was the success that he had in his career, or just his innate confidence, but Dad never felt that he had to follow that path.”

Jim was a pioneer in making himself available to the field, regularly hosting his own parties to understand what they needed to be successful. He also found ways to get other corporate leaders into the field to build connections. “My dad would be really effective at trying to find ways to bring people together that ordinarily might not have an opportunity to meet,” Robert shared. His brother Matt agreed, “Dad always demonstrated his accessibility—he wasn’t in an ivory tower. He was always in the trenches.”

When asked what they wish more people knew about their dad, Matt mentioned his humble beginnings. “One thing I don’t know if people are aware of, but my dad was a self-made man. He came from very humble roots outside of Binghamton, New York. The success that Dad found in his own life, I really think he was motivated to help other people achieve that success as well.”

DSN reserves the Legacy Award for the true champions and trailblazers of direct selling. It is meant to honor the giants of the industry that have passed on—those that still have much to teach us through their humble spirit and generous nature. Jim Northrop’s enduring legacy and life well lived will inspire many generations to come, and for that reason we are honored to bestow the Legacy Award to his family.

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

BODi Reports Q1 Financial Results for 2025

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The Beachbody Company, now known as BODi, announced financial results for the first quarter of 2025. Total revenue was $72.4 million compared to $120.0 million in the prior year period. Of this total, digital revenue accounted for $42.9 million, down from $61.5 million in the prior year perios, with a total of 1.02 million digital subscriptions in the first quarter. Revenue within the Nutrition and Other category was $28.7 million, compared to $55.5 million in the same period last year, and Connected Fitness was $0.8 million, down from $3 million in the prior year period. Approximately 1500 bikes were delivered in the first quarter.

Total operating expenses were $55.2 million compared to $92.1 million in the prior year period. Operating loss during the quarter improved by $7.1 million to $3.7 million compared to an operating loss of $10.8 million in the prior year period. Adjusted EBITDA1 was $3.7 million, compared to $4.6 million in the prior year period.

“Our first quarter results mark our first full quarter in our new business model and we are pleased to have exceeded our expectations. We continue to generate higher margin revenue streams, with first quarter gross margins at their highest level in five years. We have made significant progress in broadening our go to market strategy, opening new channels of distribution that were not previously available to us. This multi-channel opportunity will allow us to reach more of our addressable market while leveraging our cost structure,” said Carl Daikeler, BODi Co-Founder and Chief Executive Officer.

“In addition, we are thrilled to announce a new lending agreement with Tiger Finance for a $25 million, 3-year committed loan facility that we executed on May 13, 2025. This financing allowed us to retire $17.3 million of outstanding debt on May 13, 2025 while also adding approximately $5 million of capital to our balance sheet. We are excited about our new partner Tiger Finance and their conviction with the BODi business plan over the next three years. While we are pleased with our first quarter results, 2025 will be a transition year for the company and it will take time for our strategic initiatives to take hold. However, with our new business model in place, I am very excited about the opportunities to optimize our top-line potential, positioning us for long-term success,” concluded Carl Daikeler.

L’BRI embraces the power of live shopping experiences.

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Skincare company L’Bri Pure N’ Natural is evolving how its consultants connect with customers through its innovative Shopping LIVE platform. This tool has not only empowered consultants’ businesses but also driven sales and strengthened the company’s community-focused approach.

L’BRI primarily uses a party-plan model, and while that remains at the core of the business, the live online shopping experience began through Facebook parties. But there wasn’t a streamlined way for customers to easily purchase products. The current Shopping LIVE app solves that problem, offering a dynamic way to present products, demonstrate their use and engage directly with customers in real time.

Most consultants go live from their phone, and customers can purchase specific products right in the platform. L’BRI’s corporate leadership emphasized the importance of creating a user-friendly and impactful tool.

“We wanted to give every consultant the opportunity to do business with L’BRI the way they felt most comfortable,” said Victoria Vilbrandt, L’BRI’s VP of Marketing. “That has been our model. That has been the way we invest in their training and in their business opportunity.”

Many businesses had to shift online during the COVID pandemic, and since then consultants have embraced the live shopping platform as a powerful addition to their businesses. “We knew that we needed to really expand our consultants’ online presence,” shared Lin Ragle, the company’s VP of Field Training. “With the pandemic, we started watching the numbers totally flip. In a recent field survey, 80 percent of respondents reported trying the L’BRI LIVE shopping experience, with 44 percent using both live streaming and conference features.”

The ability to host live events allows consultants to showcase products, answer customer questions and create a more personal shopping experience. Customers can purchase specific products during the event instead of having to go to a separate website, which significantly increases sales. This increases the customer’s confidence that they purchased the right product for their unique needs.

“We offer targeted solutions for skin concerns, and the platform allows for that very easily, because you’re not bombarded with 100 products,” Ragle explained. “It’s the products that are being presented to you to help you with whatever issue you may have.”

Partnering with consultant leaders, L’BRI developed specified training to help new consultants easily and quickly find success using the platform. “We’re encouraging them to do what we call a launch party or a debut when they’re brand new,” Vilbrandt said. “We provide free samples that they can give away. We’re encouraging leaders to support and help a new consultant on a L’BRI Live, and then they can give those people samples. The leader is actually teaching that small group of friends how to use the product. That creates immediate sales for the new consultant, which adds to their belief and confidence.”

Customer Engagement and Sales Impact

The interactive nature of live shopping has proven to be a hit with customers as well. L’BRI has seen a 10 to 20 percent increase in user adoption. Customers appreciate the opportunity to see products demonstrated in real-time and to ask questions directly. L’BRI’s consultants have reported increased sales and stronger customer relationships as a result.

The platform also allows consultants to tailor their live events to specific audiences, making it easier to address individual needs and preferences. For example, a consultant can host skincare tutorials or demos for specific products or seasonal offerings. This flexibility strengthens customer retention and further humanizes the relationships. It also gives consultants the ability to reach people who aren’t local.

“They love the real time shopping. There’s a chat so they can ask questions, there’s lots of engagement,” Vilbrandt added.

Creating Community

Beyond the sales and marketing benefits, the live shopping platform fosters a sense of community among L’BRI consultants. Hosting live events has given many consultants the confidence to step out of their comfort zones and try new approaches to growing their businesses while accommodating customer expectations as well.

“We really do want to encourage our consultants to work the way they want to work,” Ragle said. “You have many different kinds of customers, and some customers really just want to shop online. They don’t want to interact with anyone.”

L’BRI continues to refine and enhance its live shopping platform based on consultant feedback. The company has even begun using the live feature for corporate communication, which will be the next phase in evolving the platform. While in-person business building remains the core, Shopping LIVE expands reach and delivers the customized convenience of online shopping.

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

4Life Becomes Founding Executive Member of UNPA

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4Life is now a founding executive member of the United Natural Products Alliance (UNPA). This trade association includes 100 companies who are dedicated to advancing natural health products around the world and collaborates with member and partner companies to enhance industry excellence and leadership.

4Life will now collaborate with UNPA to champion responsible business practices, drive scientific advancements, safeguard consumer health and uphold integrity within the natural health products community.

“It is imperative that we associate with likeminded companies in the supplement industry,” said Dr. David Vollmer, 4Life Chief Scientific Officer. “We share best practices. We learn from one another. UNPA also presents a unified front to address policies and legislation that impact all of us in this remarkable space.”

FTC Click-to-Cancel Rule Deferred

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The Federal Trade Commission (FTC) has plans to crack down on automatically renewing subscription programs.  The Negative Option Rule, known as the click-to-cancel rule, requires companies to clearly disclose all terms before obtaining a consumer’s billing information, offer a simple way to cancel recurring charges and obtain consumer consent before charging. This rule specifically applies to businesses that wield a negative option feature, like free-to-pay trials, recurring subscriptions and automatic renewals. The Negative Option Rule was scheduled to go into effect on May 14. The FTC has now deferred enforcement of the Rule through July 2025. 

The FTC said the new rule is based on thousands of consumer complaints related to negative option marketing and the real-world economic consequences of these practices for consumers who experience financial harm as a result.

The rule has undergone legal challenges, but in January, a motion to stay the Rule was denied. While additional litigation may attempt to intervene, the FTC can still point to Section 5 of the FTC Act and the Restore Online Shoppers’ Confidence Act (ROSCA) in the case of deceptive and unfair subscription practices.

Younger Generations Would Take a Pay Cut to Gain Flexibility

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A new LinkedIn Workforce Confidence survey analyzed how each generation feels about pay decreases in the workplace. Predictably, no generation was eager for a cut in wages, but there were caveats to this, including upward mobility. Nearly half of Gen Z workers said they would consider a pay cut if it meant they had a clearer path to promotions and job improvements. This was significantly less attractive to generations who are nearing the end of their careers or have already established their careers. Only 35% of Millennials, 31% of Gen X, and 16% of Baby Boomers agreed that a pay cut would be worth a boost to their career.

Additionally, flexibility was seen as a value-add for all generations of workers, but 38% of both Millennials, who are the most likely to be balancing the tasks of parenthood alongside their careers, and Gen Z, who are known for their eagerness for work-life balance and remote office hours, cited they would take a salary cut in exchange for more flexibility around where they work.

eXp Realty Launches Land & Ranch Division

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eXp Realty announced the official launch of its Land & Ranch Division to meet what it sees as a growing demand for rural, recreational and agricultural properties. The new division will give agents a custom-branded identity package, syndicated listings across top-tier platforms (Land.com, LandandFarm.com, etc.) and premium publications like The Wall Street Journal for luxury-level spotlight, access to masterminds and private groups with specialists, and a business engine that includes unified dashboards, automated seller reports, instant listing websites, mapping tools and a one-click presentation builder.

“Our launch of the Land & Ranch Division is yet another example of how eXp continues to redefine real estate around the agent,” said Leo Pareja, eXp Realty CEO. “We’re giving land and ranch professionals an unmatched platform, combining elite marketing exposure, innovative tech, and a collaborative national network so they can build credibility faster, close more deals, and grow sustainable businesses.”

The Asian Pacific Advantage

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Are Asian Americans the next demographic poised to fuel direct selling’s growth?

May is Asian Pacific Heritage Month, and in honor of this occasion, Direct Selling News (DSN) is taking a thorough look at this potentially game-changing demographic.

The percentage of the global direct selling salesforce that identifies as Asian or Asian American is growing.

Much like the names Latino and Hispanic are home to a diverse group of cultures with their own traditions, history and expectations, the Asian and Asian American population represents vast groups of people with distinct preferences for how companies communicate and reward them. There is no one-size-fits-all approach for any demographic, and Asian and Asian American communities are no exception.

A number of companies within the service sector of direct selling have already found great success through serving this market, including World Financial Group, whose distributor base is largely Asian or Asian American and sees annual revenue of $1.5 billion.

Product-focused companies such as Sunrider and PM-International are also finding success in both their domestic and international regions. Sunrider reported that roughly 10 percent of its salesforce within the US and North America identifies as Asian or Asian American. When considering its global workforce, that number jumps to a staggering 75 percent.

The numbers alone are impressive, but when cultural preferences and traditions are factored in, it’s clear that this is a demographic with unlimited potential and promise.

A Growing Demographic

To fully grasp why DSN believes this is next breakout audience for the channel, it’s important to examine its size and scope. Approximately 24 million people in the United States identified as Asian alone or in combination with another race, based on the 2020 US Census and American Community Survey. This represents about 7.2 percent of the total US population.

The Asian American population is the fastest-growing racial or ethnic group in the United States. Between 2010 and 2020, the Asian population grew by 35.5 percent—more than any other major racial group.

But Asian Americans are not a monolith. There are multiple subgroups—each with their own unique cultures and preferences.

Largest Asian Ethnic Subgroups in the US

Ethnic GroupEstimated Population
Chinese (except Taiwanese)~5.2 million
Indian~4.8 million
Filipino~4.4 million
Vietnamese~2.3 million
Korean~1.9 million
Japanese~1.5 million
Pakistani~600,000

Cultural Preferences Move the Needle

Another contributing factor is a strong cultural propensity for business ownership. Asian Americans exhibit a clear inclination toward entrepreneurship and micro-entrepreneurship, often surpassing other demographic groups in business ownership.

According to a recent study by the US Small Business Administration. as of 2024, Asian Americans and Pacific Islanders own over 3 million businesses in the US, employing approximately 5.2 million people and generating nearly $959 billion in sales annually.

Asian Americans currently constitute about 6.4 percent of entrepreneurs in the US, and approximately 10.3 percent of Asian American and Pacific Islander workers are self-employed, a rate higher than the national average.

The reasons Asians Americas gravitate to entrepreneurship closely align with the benefits of the direct selling opportunity. Factors such as perceived recognition; a desire for independence; and the pursuit of innovation are often cited.

Cultural values emphasizing education, hard work and self-reliance also contribute to the entrepreneurial aspirations within Asian American communities according to the Pew Research Center.​

“Asians here are hardworking, always looking to achieve rank and sell more products,” explained Sunrider CEO Sunny Beutler. “The challenge is to make sure we are keeping up to date with all the trends in Asia and staying a modern and innovative brand in their eyes.”

PM-International’s success in international markets such as South Korea, Hong Kong, Taiwan, Japan, Malaysia, Indonesia, Thailand, India, Australia and New Zealand has also found traction in the Americas.

“We truly value our international distributors from diverse backgrounds,” said Lea Hertz, PM-International Internal Communications Officer. “While we don’t register quantitative information about the ancestry of our distributors, we’re proud to have members of the Korean, Chinese and other Asian communities working with PM-International across all our markets in the Americas. Their strong performance significantly contributes to our growth.”

The Next Big Thing?

It’s clear that the Asian American market represents a huge opportunity based on favorable demographics and a cultural affinity for entrepreneurship. We’ve identified several companies in the channel that currently enjoy a strong presence with the Asian American community.

Health, Wellness & Skincare

These companies have expansive product portfolios in the categories that resonate very strongly with the Asian American demographic: health/wellness and beauty/personal care.

  • 4Life—Popular with Filipino and Southeast Asian distributors.
  • Enagic—Very strong among Japanese, Korean and Vietnamese American fields.
  • LifeWave—Includes field leaders from Korean and Vietnamese communities.
  • Nu Skin—Massive penetration in Korean, Chinese and Southeast Asian communities.
  • Shaklee—Strong with older-generation health-conscious Asian Americans.
  • Sunrider—Founded by a Taiwanese couple; deeply rooted in Chinese herbal medicine.
  • USANA—Especially popular with Chinese and Korean Americans.
  • Young Living—Natural wellness philosophy resonates with Filipino and Vietnamese American segments.

Real Estate, Insurance & Financial Services

These companies have large field forces in multicultural markets like California, New York and Hawaii—all strong markets for Asian American entrepreneurship.

  • Equis Financial / Family First Life / North American Senior Benefits—These final expense/life insurance organizations are recruiting heavily among immigrant and bilingual agents, including Asian Americans.
  • eXp Realty—Rapid growth across Asian American real estate agents and broker teams.
  • Keller Williams—Their top markets (e.g., Los Angeles, San Francisco, New York City) include a high concentration of Asian American agents.
  • PHP Agency—Growing fast among Southeast Asian communities.
  • Premier Financial Alliance—Extremely strong in the Chinese American community; led by many Chinese field leaders.
  • Primerica—Diverse field, with a growing contingent of Asian American agents.
  • World Financial Group (WFG)—Possibly the strongest Asian American presence in the financial sector. Many top earners are Chinese, Korean, Filipino and Vietnamese Americans.

Multicultural Direct Sales & Hybrid Models

These brands have momentum within US Asian communities due to tech savviness, digital recruitment or multilingual platforms.

  • ACN—Long-standing appeal among Korean and Vietnamese Americans in telecom and energy verticals.
  • Ambit—Strong energy sales model that appeals to Vietnamese and Korean Americans in deregulated markets like Texas and New York.
  • LegalShield/PPLSI—Targets immigrant communities for legal access, including Chinese, Korean and Filipino Americans.
  • Nefful—Niche but extremely devoted Taiwanese and Chinese American following.
  • Partner.Co—Emerged from ARIIX, which had a deep Asian leadership base.
  • PM-International—Globally diverse with impressive US Asian field leaders.
  • Rain International—Holistic and seed-based wellness resonates with Korean and Chinese Americans.
  • Riman—Korean skincare company with deep roots in Korean American communities.

Companies with Emerging or Moderate Asian American Engagement

These companies may not be dominant yet but are worth watching.

  • FASTer Way to Fat Loss—More influencer-driven and social-media-centric, potentially growing in Asian American fitness circles.
  • inGroup—Cruises and travel services may appeal to Filipino and Vietnamese agents.
  • Thrivent—Christian-based financial services; small but growing Asian American reach.
  • Travorium—Digital travel club, moderate visibility among younger Asian audiences.

Making the Most of the Moment

As the channel continues to struggle to find growth and relevance in an evolving marketplace, DSN believes that more companies within the industry could benefit from growing their presence in the Asian American community. This is a massive, hard-working demographic that believes in entrepreneurship and values community ties and personal connection. When cultures align, growth most certainly can follow.

If your company has a strong Asian American or Asian community and you have insights you’d like to share, please reach out to editor@directsellingnews.com.

Purchasing Power and Prowess

Asian Americans exhibit significant spending power in both the health/wellness and beauty/cosmetics sectors, often surpassing other demographic groups in per capita expenditures. Here’s a breakdown based on the most recent data.

Beauty & Personal Care Spending

  • Asian Americans spent approximately $3.4 billion online on beauty and personal care products in the most recent reporting year.
  • The average Asian American consumer spent $218 online on beauty and personal care products, which is $38 more than the national average of $180 per buyer.
  • Online beauty and personal care spending among Asian Americans grew by 21.4%,
  • Asian American consumers show particularly high engagement in categories like facial skincare, fragrance and hand/body lotion.
  • The US wellness economy is valued at over $2 trillion, with Asian Americans contributing significantly due to their higher median incomes and health-conscious lifestyles.

(Sources: NielsenIQ, Statista, Athletech News)

An Online Exclusive from Direct Selling News magazine.