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LifeVantage Global Convention Unites Distributors from Across the Globe

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LifeVantage Corporation welcomed more than 2,000 distributors to its annual convention at the Salt Palace Convention Center in Salt Lake City, Utah. The multi-day event gathered distributors from around the world with LifeVantage executives who shared exclusive business trainings.

Attendees were given an insight into the Drive ERA Q2 Sales Incentive, which doubles bonuses for Senior Consultant 1 distributors and gives enrolling sponsors the chance to earn custom LifeVantage shoes. This incentive, rolled out earlier this month, was designed to reinforce the company’s commitment to rewarding distributor product sales growth and team-building efforts.

“Our ‘Drive ERA’ theme, launched at Global Kickoff earlier this year, continued in full force at convention,” said Steve Fife, LifeVantage President and CEO. “We are so proud of what we offer the world. This convention was the rallying cry to get loud about what we do better than anyone else and the opportunity to deliver meaningful side income to people willing to work alongside our incredible leaders. The excitement and unity among our field and corporate teams was truly inspiring, and it’s that shared energy and commitment that will propel us into our next phase of growth.”

Attendees also had the chance to sample the new AXIO decaf Peach Nectarine flavor as well as an event-exclusive AXIO flavor – Tiger’s Blood.

USANA Wins Good Housekeeping Beauty Award

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USANA Health Sciences, Inc. was named a winner in the Good Housekeeping 2025 Beauty Awards for its Celavive Postbiotic Rescue Serum. The calming daily serum was designed to reset and rebalance the appearance of blemish-prone skin and features a moisturizing lightweight formula that is microbiome-friendly.

“We’re so excited that our Postbiotic Rescue Serum has been named a Good Housekeeping 2025 Beauty Award winner,” said Brent Neidig, USANA Chief Commercial Officer. “Our product and R&D teams have put so much time and effort into creating our postbiotic line and this incredible award goes to them for all their hard work.”

LR Health & Beauty Reports Growth in 2024 Financial Year

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LR Health & Beauty reported its financial results for 2024. Sales increased to $327.9 million in 2024, representing a year-over-year boost of 4.6%. This increase was driven primarily by the realignment of the career plan and successful launches of the company’s cosmetics line and intestinal metabolism treatment.

EBITDA was $30.9 million, which the company said was “burdened by one-off extraordinary effects,” which included the realignment of the career plan in the fourth quarter and early refinancing of the bond in spring 2024.

“In 2024, we consistently executed our strategy and took a major step toward long-term corporate success with the realignment of our career plan,” said Dr Andreas Laabs, LR Health & Beauty SE CEO. “This year, we are again seeing a strong increase in the number of new distributors who are using our onboarding programs to launch their careers. By continuing to digitalize our business processes, we are empowering our partner community to grow their careers successfully. At the same time, we are expanding our digital offering – whether through training, information, or sales initiatives.”

The company emphasized a positive outlook for 2025, including stable to moderately rising sales revenue and a significant year-over-year increase in EBITDA.

USANA Philippines Named Trusted Brand by Reader’s Digest

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USANA Health Sciences, Inc. announced that its Philippines market was honored at the Reader’s Digest Trusted Brands awards, receiving a gold award in the Natural Food Supplements category. This is the second consecutive year that USANA Philippines has been honored with this award.

General Manager Cherry Ampig with Reader’s Digest award.

“I am beyond excited for our market to receive this award,” said Cherry Ampig, USANA Philippines General Manager. “This award adds that much more validation to the USANA story, which gives our customers yet another strong selling point. I would like to thank everyone in the USANA family for their support and help in making this award a reality.”

The “Trusted Brands” survey by Reader’s Digest has evaluated and measured consumer behavior for more than three decades and highlights brands that consistently deliver on their promises.

“USANA is a brand built on trust, and this award further proves that you can put your trust in us,” said Vivienne Lee, USANA Regional Vice President. “I am so proud of everything our Philippines market has accomplished and this award will go a long way in cementing USANA as a leader in the market.”

Oriflame Reports Q1 2025 Financial Results

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Oriflame announced its financial results for the first quarter of 2025. Euro sales during the quarter declined by 7% to $165.3 million, while adjusted EBITDA represented a $1.14 million loss. Adjusted net profit was $7.38 million with an operating loss of $8.17 million.

The company pointed to continued improvement in year-over-year sales progression, even though sales remained below totals from 2024, which impacted its overall EBITDA. Restructuring efforts have lowered administrative expenses and the company’s Beauty Community Model (BCM), which is now present in 48 markets, represented more than 80% of the group’s sales. Oriflame is optimistic about the encouraging trend in the BCM and its member segment sequential growth.

Near the end of the quarter, in March, the company, its shareholders and a consortium of bondholders representing more than 91% of the outstanding notes reached an agreement that will significantly reduce the group’s existing debt and interest costs and will inject additional capital. This recapitalization is expected to reduce the company’s uncertainties about its ability to continue operating.

Oriflame ended the quarter with a cash balance of $63.81 million, down from $70.3 million at the beginning of the quarter.

Nature’s Sunshine Releases 2024 Impact Report

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Nature’s Sunshine Products, Inc. published its 2024 Impact Report, sharing the company’s efforts toward social responsibility and sustainability through its environmental, social and governance (ESG) goals.

The report, titled “Be More Earth,” highlighted key achievements in the company’s quest to reach its 2025 ESG goals, including:

  • Supporting more than one million women and children worldwide with nutrition through non-profit partnerships
  • Converting the Spanish Fork manufacturing plant to 100% renewable energy
  • Reducing its greenhouse gas emissions year-by-year, which will lead to its goal of reducing them by half before the end of 2025
  • Reducing manufacturing waste by 32% since 2021, with the goal to reach a 35% reduction by the end of 2025

These sustainability efforts earned a Gold Stevie Award at the 23rd Annual American Business Awards for its achievements and progress in responsible business practices and sustainability.

“At Nature’s Sunshine, our commitment to environmental stewardship is fundamental to our mission of sharing the healing power of nature with the world,” said Terrence Moorehead, Nature’s Sunshine CEO. “As we approach the completion of our 2025 goals, we look forward to doing more to protect and preserve Earth’s power for future generations.”

BeFra Reports Q1 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 first quarter of 2025. Net revenue for the quarter reached $178 million, a 2.9% year-over-year decline. Gross margin was 66.2% with an EBITDA margin of 15.3%. EBITDA was $27.3 million, while net income was $7.7 million. The average base of associates saw a 6.3% decline year-over-year to 1.1 million people with a distributor base of 61,856 people, a 2.4% decline year-over-year.

“Despite the current macroeconomic challenges, our agile business model and financial strength provide resiliency, as BeFra has consistently demonstrated during adverse economic cycles in the past,” said Andrés Campos Chevallier, BeFra Group President and CEO. “We believe that BeFra’s flexible and low fixed-cost structure, financial discipline, a now diversified business portfolio, as well as steps we have taken to more actively engage our salesforce, will continue giving us the agility needed to respond to the rapidly changing conditions in our markets today.

The company emphasized its balance sheet remains a priority, and looking ahead, maintains its previously released 2025 financial guidance, which includes net revenue between $760 million and $780 million for 2025.

“While we are acting with caution in the short term, we remain fully committed to our long-term vision and growth strategy, continuing to advance on key strategic initiatives that position us for stronger performance when the macroeconomic landscape stabilizes and improves,” Campos Chevallier said. “Our international expansion remains a priority, and we are confident in the potential of our core business in Mexico as well as our entry into new markets in Latin America and the United States.”

Color Street Launches TikTok Shop

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Color Street announced an expansion to its omnichannel approach with the launch of Color Street TikTok Shop.

Color Street was founded in 2017, introducing a new beauty category to the market with its real nail polish strips. With the addition of Color Street TikTok Shop, the brand will now actively engage new partners and a dynamic community of content creators who will showcase the Color Street product to a new customer segment eager to stay up-to-date with beauty trends.

“Launching an official presence on TikTok Shop is a key step in our continued omnichannel journey. Our goal is to best meet today’s consumers where they are and create demand to support the overall business and Stylist community,” said Fa Park, Color Street Founder and Chief Executive Officer. “Our Color Street Stylists remain the independent sales force at the core of the go-to-market strategy, and these omnichannel expansions support them in our mission to drive greater brand awareness.”

Red Aspen Launches Nail Dashes Designed by Kids, for Kids

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Red Aspen announced the launch of petite-sized, press-on nails for children. The Aspen Blossom line includes Nail Dash tab sheets that are kid-friendly and crafted for smaller nail beds.

Each Aspen Blossom Dash design will be selected from art submissions crafted by children, with the hope that it will inspire young artists to embrace their creativity and bring their artistic visions to life.

“I am so excited for the launch of this collection, which has been years in the making,” said Genie Reese, Red Aspen Chief Strategy Officer. “Not only are we able to inspire our Brand Ambassadors, we now get to inspire and empower young girls with Aspen Blossom.”

This product expansion is the result of Red Aspen’s research that found an untapped market segment within the younger generation who are eager for Nail Dash education and collaboration.

“As parents, we inspire our children with our creativity, and this program is designed to give kids the opportunity to do the same,” says Jesse McKinney, Red Aspen CEO.

Aspen Blossom Nail Dash submissions are open to the children of Brand Ambassadors and customers.

AI Workshop Merges Future and Present

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The impact of artificial intelligence took center stage at DSU Spring 2025.

As one of four breakout sessions at Direct Selling University Spring 2025, the AI Workshop, hosted by DSU Founder and CEO Stuart Johnson, remained a highlight, blending corporate and third-party perspectives on AI’s practical applications. Featured speakers included Peter Griscom (Mannatech), Deb Bursley and Gareth Hooper (Sunrider), Dan Debnam (Conturae), Justin Belobaba (Nowsite), Patrick O’Neill and Glenn Sanford (eXp World), Archie Hollingsworth (Fyxer.AI), Brian Pamer (Fluid), Brandon White (Trevally), and Blake Mallen.

Mannatech uses AI to pull on-demand queries, predict distributor and customer behavior, support customer service and even develop a facial analysis skincare app. Sunrider integrates content with AI to create an AI shopping assistant, which answers questions on products, makes product recommendations and answers general customer service questions. Other features like multilingual reporting tools improve distributor onboarding and activity. The speakers emphasized transparency and legal compliance, including labeling AI-generated content and disclosing AI interactions.

Tools like Fyxer, Glean and Replit automate tasks such as note-taking, app development and meeting optimization. AI is also being used to coach employees, optimize schedules and screen resumes.

NowSite offers compliant, personalized marketing using an example of turning a selfie into a customized online content campaign. It suggests step-by-step sales strategies for unique prospects and identifies and helps distributors rework non-compliant content.

eXp explores building custom AI tools, encouraging corporate teams to become engineers to build landing pages and even software, claiming personal productivity had increased nearly 10x because of AI. WeCommerce explained its personalized, AI-powered daily briefings with pre-built alerts such as cart abandonment, enrollments and customer reactivations. An open API allows custom workflows, like using quiz results to trigger product recommendations and pre-written messages in the distributor’s tone.

Concerns raised included the misuse of AI for sensitive data and the need for stringent, clear internal and external AI-use policies. Overall, the focus is on using AI to empower, not replace, human effort—highlighting the importance of balance, speed of innovation and aligning tech with company strategy.

Mainstage Speakers Showcase Rapid AI Adaptation

Justin Belobaba, CEO of Nowsite, spotlighted his platform’s success with 100,000 users and partners like Herbalife. Nowsite’s AI integration, sparked by GPT-3 in 2022, transformed it into a leading sales enablement tool, offering features like one-click compliant social posts and automated CRM entries.

Belobaba introduced Agent AI, which acts as a strategic partner, guiding reps with company-specific strategies in real time. With 40 percent weekly engagement, 80 percent lead gen growth, and a $9 monthly field-funded model. He explained the evolving technology this way, “We’re moving from AI as an assistant—to AI as an expert partner.”

Gary Fitzgerald, CEO of Exigo, delivered a compelling data-focused presentation on ecommerce in direct selling, insisting, “It’s time to move from reactive operations to predictive performance.” He highlighted they key issue that while over half of internet users shop online weekly, websites convert just one percent of traffic—an untapped revenue opportunity.

Fitzgerald outlined three ecommerce paths: self-built, turnkey like Shopify, or integrated solutions like Exigo, which excels in handling direct selling’s complexities like genealogy and global compliance. He introduced Exigo’s Experience Builder for market-specific shopping and Engage, a mobile app with AI-driven insights, emphasizing the need for unified, predictive systems to boost conversions and empower reps.

Brian Palmer, President of Fluid Studios, drew from his experience as a party plan founder and tech consultant. He recounted a pivotal website crash that fueled his mission to fix “digital dysfunction.” He outlined five strategies: embedding field posts on websites; prioritizing product benefits; ensuring accurate attribution; providing reps with mobile data; and simplifying checkout. One client saw conversions jump from 1.2% to 6.3%, adding $30 million in 90 days. Palmer offered Fluid’s mobile app for free, urging companies to adopt this integrated model now.

In a timely AI panel moderated by Brett Duncan, three leaders shared how AI is transforming their industries. Gareth Hooper (Sunrider) highlighted AI tools like a shopping assistant and churn predictor, boosting conversions across 30 countries. Peter Griscom (Mannatech) used AI for demand forecasting, halving inventory costs and added multilingual chatbots for global associates. Patrick O’Neil (eXp Realty) discussed deploying 1,000+ GPT licenses, enabling AI contract reviews and mentorship matching, with a 70 percent improvement in ratings.

The key lessons: start small, prioritize data quality, test rigorously and empower teams to innovate with AI, treating it as a collaborative colleague.

Brandon White, a tech founder and AI advocate, delivered a dynamic session highlighting AI’s rapid growth—70,000 AI companies in 2023, up from 1,700 in 2022—and showcased real-world applications like self-driving taxis and home robots. He introduced a five-level AI maturity framework, noting most companies are stuck at Level 2 while using advanced tools, causing chaos. He emphasized adaptability saying, “You need a framework that flexes—because your AI stack will be outdated by the time you finish this sentence.”

White outlined five pillars for AI readiness: digital architecture, talent strategy, workflow optimization, knowledge management and careful AI application. White urged strategic adoption, addressing challenges like workforce shifts, power demands and data privacy.

Dan Debnam, Founder and CEO of Conturae, introduced AI agents that independently handle tasks like compliance, identifying breaches in seconds. He highlighted Gen Z’s need for instant, AI-driven training, demoing a roleplay simulator that boosts activation five-fold. He showcased AI-generated content, stressing ethical use. Debnam advised starting small with 30-day AI experiments, building internal fluency and adapting quickly to lead in this AI-driven era—or risk falling behind.

10 Hot AI Applications Explored at DSU

  1. Sales Enablement & Field Support
    AI-generated social posts, CRM automation and real-time strategic coaching.
  2. Customer Experience & Personalization
    AI shopping assistants, product recommendations and multilingual support.
  3. Predictive Analytics & Behavior Forecasting
    Tools to predict churn, customer behavior and demand forecasting.
  4. Content Creation & Personal Branding
    AI-generated videos, hologram technology and customized marketing campaign content based in a distributor’s voice.
  5. Recruitment, Training & Onboarding
    Resumé screening, roleplay simulators and instant AI-driven distributor training.
  6. Compliance & Risk Management
    AI agents for real-time compliance monitoring and labeling AI-generated content.
  7. Operations & Ecommerce Optimization
    AI-driven insights to improve checkout, inventory and conversion rates.
  8. Internal Productivity Tools
    AI note-taking, meeting optimization, and personal AI assistants tailored by rank, language, corporate departments and more.
  9. Data Integration & Workflow Automation
    Open APIs, A/B testing of AI workflows and syncing with commission engines.
  10. Strategic AI Adoption & Governance
    Maturity frameworks, ethics, data privacy, cross-functional talent alignment and freeing up staff for higher-productivity tasks.

An Online Exclusive from Direct Selling News magazine.

Young Living Celebrates Earth Day with Conservation Efforts

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Young Living Essential Oils shared its #WeAreOne campaign in celebration of Earth Day 2025. The company’s conservation and social sustainability initiatives includes year-round efforts to protect the Earth’s natural resources and support vulnerable populations. In the past year, Young Living has worked particularly hard on leading biodiversity and conservation efforts through its own global network of farms.

  • In Ecuador, at its Finca Botanical Farm and Distillery, Young Living partnered with the country’s environmental authorities to rescue 137 wild orchids through its Young Living Orchidarium. This program has worked to preserve Ecuador’s biodiversity and now has almost 500 orchids in its collection that includes native, endangered and hybrid species. The company also planted 1,100 native trees and 5,085 palo santo trees across three biological corridors to safeguard and restore the tropical dry rainforest within this farm region.
  • In collaboration with ESPOL University’s Faculty of Life Sciences, Young Living planted 200 native trees to help regenerate local forest land in Prosperina.
  • In partnership with Sacha Wildlife Center, Young Living provided essential oils as a sensory enrichment for native animals in rehabilitation care.
  • Following Hurricanes Helene and Milton in the US; flooding in Valencia, Spain; and the wildfires in Los Angeles, California, Young Living distributed relief kits, volunteered through cleanup efforts and contributed financial aid to support affected communities and local organizations.

“The Foundation exists to bring hope where it’s needed most,” said Nikki Davis, global head of Social Impact and Philanthropy and executive director of The D. Gary Young, Young Living Foundation. “Whether it’s after a natural disaster or in the daily work of supporting children and families, we believe in building resilience and showing up for those in need.”

Amway Transforms its Ada Headquarters

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Amway hosted a ribbon cutting ceremony to celebrate completed renovations on its Ada headquarters, including a lobby remodel that now includes floor-to-ceiling windows, new furniture and technology and a comfortable cafeteria called the Garden Cafe that the company says “rivals any beautiful restaurant in Grand Rapids.”

An Amway official described the renovation as more than just a quick spruce or moving a few walls, instead saying it “was a rebuild of the building and space.” The remodel is part of the company’s $127.6 million planned expansion and renovation project that will overhaul its manufacturing, research facilities and office spaces. The headquarters now totals 46,000 square feet and includes new meeting spaces, a bright lobby with a 19-foot digital screen, an executive suite and a more open, natural aesthetic.

The new building wields natural light as a way to remain energy-conscious, and employs occupancy sensors, advanced lighting controls and an updated HVAC system with efficient heat recovery properties to make the building as energy efficient as possible.

“It’s not the traditional office environment anymore,” Shelly Stephens, manager of workplace services at Amway, said. “It’s not coming in to work in your cubicle. People said they wanted to go to a coffee shop. Well, we brought the shop on-complex, and these are just vibrant new spaces that rival anything you could find outside the campus.”

The overall project is expected to create 260 new jobs for the local economy and was supported with a $2 million grant from the Michigan Strategic fund as part of the Michigan Economic Development Corporation.