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doTERRA Reports 2024 Revenue Results

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doTERRA announced its annual sales surpassed $2 billion in 2024. This revenue was driven by its more than 10 million customers worldwide and more than 3 million distributors, who provide personalized education about essential oils while building their own businesses.

The company now operates net debt-free and distributes products to customers in more than 155 countries, including its most recent markets in Chile, the United Arab Emirates and El Salvador.

“As I reflect on doTERRA’s journey over the past sixteen and a half years, I’m humbled and amazed by what we’ve achieved together,” said Kirk Jowers, doTERRA CEO. “To be a company of our size reaching over $2 billion in annual sales is a testament to the vision, passion and dedication of Wellness Advocates. This isn’t just a business; it’s a movement – one built on a foundation of wellness, service and genuine care for others.”

Zinzino Acquires Valentus

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Zinzino announced it has acquired the rights to Valentus Global’s distributor database and associated customer records, inventory and IP rights via an asset purchase. Though based in Delaware, much of Valentus’ operations and sales take place within European markets, and Zinzino expects the acquisition will bolster its distribution power across the region.

The partnership is part of a strategic pattern of acquisitions for Zinzino. In 2020, the company acquired VMA Life, followed by Enhanzz in 2022, Xelliss and ACN in 2024, and an asset acquisition of Zurvita in early 2025.

Zinzino will pay a total purchase price of approximately $2 million at closing, paid in cash and financed with its own cash.

The company described this recent acquisition as “another strategically important step in Zinzino’s growth plans, which focus on improving personal health and well-being on a global scale with innovative biotechnology and a pioneering product portfolio marketed through direct sales.”

Modere Announces Closure After 23 Years

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After more than two decades in business, Modere has officially announced it will be closing. The company shared the news in a heartfelt statement on its website, expressing gratitude to its community.

“After 23 wonderful years of serving our cherished community, we’ve made the difficult decision to close our doors,” the statement read. “We’re incredibly grateful for your support, trust, and loyalty over the years. Whether you’ve been with us from the beginning or just discovered us recently, thank you for being a part of our story.”

The Risk of a Transactional Mindset in a People-Centric Business Model

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Over the last decade, we have seen a shift in the corporate leadership in direct selling. For decades, direct selling companies were being owned and managed by proven leaders with relevant experience in and understanding of our channel. However, the management in direct selling has shifted significantly over the last 8-10 years.

From its origins in the mid 1800s, direct selling has always been a people-centric business. Companies and leaders have strived to build strong, loyal and engaged relationships—often referred to as “building critical mass.” Historically, the distributor has been the primary driver of sales. Today, we are seeing a shift toward strategies like omnichannel, affiliate models and compensation plan changes that reduce payouts and shift commissions to distributors selling products and services—and away from those getting overrides on teams they have built over time.

However, as we have also seen a shift toward transactional leadership, we are experiencing a resulting shift toward a traditional business approach to direct selling. At companies across the channel, decisions are being made to transition away from the field being the sole source of company sales. This more transactional, clinical approach ignores the rich history and proven success of an engaged independent sales force working in partnership with a corporate team fully focused on field success.

Transactional leadership tends to devalue distributors and those who champion them in favor of casting a wider net for quick wins. The past contributions of field leaders are minimized and replaced with a transactional mindset that asks “what have you done for me lately?”.

Although the experience and skillsets of transactional leadership provides value to building a company, that value is often compromised by “spreadsheet management,” a philosophy that makes decisions without truly understanding how those decision impact the future success of a direct selling company. Below is a chart comparing the transactional vs. people-centric mindset in direct selling.

Top-Down Culture that Builds Belief

Team building is an essential part of every direct selling company. Successful team building is centered around three key questions:

  1. Can they do the job?
  2. Will they do the job?
  3. Is the relationship a fit for all parties?

Culture is the foundation of any successful direct selling company. The biggest factor in determining the makeup of any culture is the executive that is the ultimate decision maker. If that person embraces transactional leadership, then the culture will likely be managed from that mindset. Consequently, the resulting team will align with the values and principles as well.

Healthy business cultures tend to minimize the culture cancers that are defined by entitlement, division and drama. While these characteristics can be a part any business culture, what defines the culture is the behavior of those leading it.

People-centric cultures tend to be driven by the key connection components of engaged relationships—trust, care and help. Trust has its foundations in two questions. First, does the company have my best interest at heart? Second, do I believe the company can meet my needs? Trust is a byproduct of engagement, and engagement is best defined as the triumph of hope over experiences. The formula only has two variables: hope and experiences.

Many direct sellers believe that hope is the most important variable in driving engagement. However, hope is nothing more than our belief systems about the future, and it is created from the experiences we have with people. Our industry has historically mastered the art of creating hope. But when that hope is not confirmed and reinforced by actual experiences, both hope and engagement inevitably decline.

The Power of Positive Experiences

Many business icons share a core belief that mastering experiences is the best pathway to mastering business. If the focus is on experiences, there are five keys areas to examine and manage effectively.

  1. Positive Experiences
    This is a big part of mastering momentum. If experiences are negative, good people tend to leave as the culture gets more misaligned and transactional in nature.
  2. Meaningful
    The emotional component creates connection and elevates the power of any experience.
  3. Creates Hope
    Hope is our belief system about the future and is built through experiences and the beliefs we generate from them.
  4. Confirms Hope
    As Jim Carrey once noted, “hope is a beggar.” Experiences are required to turn hope into reality. Marketing hope is an important driver of engagement. However, hope that is not confirmed from experiences will increase distrust and lead to lower engagement.
  5. Elevates Hope
    Hope can be diminished by enough bad experiences. Think about trust as a currency. During challenging times, companies can utilize this currency.

The Travesty of a Transactional Mindset

If you are part of an aligned servant-based company and operate with a “people-centric” mindset, then you are in the right type of culture. If you are in a transactional culture that manages through spreadsheets rather than focusing on people, the future can be challenging. If the last few years have taught us anything, it is how vital it is to focus on relationships and lead with building an engaged field-first culture.

Direct selling isn’t something you learn in school. Experience matters, so it is important to have an executive team that creates a culture of innovation and growth. Listen and support those that drive growth and give their best to serve those in your culture.

Gordon Hester PM-International

Gordon Hester is a direct selling veteran, lecturer, consultant and author with over three decades of experience in direct selling with an emphasis on strategic development, analysis and sales. He is also Chair of the Florida Direct Selling Coalition.

An Online Exclusive from Direct Selling News magazine.

Small Business Optimism Declines

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According to data recently collected by the National Federation of Independent Businesses (NFIB), small business owners are feeling increasingly uncertain about the future. The NFIB Research Foundation has been collecting Small Business Economic Trends data since 1973, and in March of this year, its Small Business Optimism Index fell below the 51-year average, showing a month-over-month decline.

Among small business owners, taxes proved to be their biggest challenge, with inflation following close behind. Almost one third of owners reported that they planned to increase their prices, and the percentage of owners expecting better business conditions saw the largest monthly decline since December 2020.

More than a quarter of owners reported that they were borrowing money on a regular basis, but that loans were becoming increasingly difficult to get. Those that did secure funding reported paying higher interest rates on their latest loans.

Plexus Celebrates 17th Anniversary

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Plexus Worldwide celebrated its 17th anniversary, reflecting on “the pink drink” that created a movement. The company launched in 2008 with the Breast Chek Kit, a method to simplify at-home breast exams, before transitioning into a focus on gut health and the microbiome.

“Plexus started with humble beginnings,” said Alec Clark, Plexus Co-Founder and President. “We initially had only a handful of staff members but through hard work, committed Ambassadors and science-backed products, we were able to grow and share hope, health and happiness throughout the US and expand internationally into Canada, Australia, New Zealand and Mexico. This was made possible through our passionate customers, direct sellers and dedicated corporate staff.”

Today, Plexus is a global company, with its Mexico and Canada operations celebrating their fifth and eighth anniversaries respectively. The leadership plans to continue bringing its health solutions to people around the world, while being committed to partnering with local, national and international organizations as it serves those in need through its Nourish One initiative, which has contributed a total of 46 million meals.

“We’re excited for the future of Plexus,” said Gene Tipps, Plexus CEO. “Whether that’s the growth of our business, our customers, increasing our community impact, or introducing new microbiome-supporting products. We are constantly innovating solutions for happier, healthier communities.”

Investview Reports 2024 Financial Results

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Investview, the parent company of direct selling organization iGenius, announced its financial results for 2024. Gross revenue for the year reached $55.4 million, a 24% decrease from 2023. Net revenue fell 22.9% year-over-year to $52.4 million, while net cash provided by operating activities saw a 36.9% year-over-year increase, totaling $8.3 million.

iGenius reported net revenue of $47.1 million, a decrease of 16.8% from 2023, which the company mainly attributes to shifts in consumer demand post-pandemic and broader global macroeconomic changes that have impacted direct sales and home-based businesses.

In 2025, the company plans to focus on expanding iGenius’ global distribution network, invest in new products and technology, and pursue strategic and synergistic acquisitions.

“Despite the drop in revenue, we are hopeful that over time we can regain some of the ground that we have lost as we try to build our sales network organically and develop additional product and service offerings that we offer into our sales network,” the company wrote in a statement. “We firmly believe our direct selling model has broad scalable potential beyond financial education. As part of our strategic vision, we expect to be able to expand the product suite available through our sales network—particularly through the introduction of offerings from our myLife Wellness health, beauty, and wellness division.”

Investview’s outstanding debt in 2024 decreased by 10% from 2023 to $3.2 million. The company ended the year with cash and cash equivalents of $22.5 million, a 7.4% increase from 2023, and total assets of $31.6 million, down from $33.7 million last year.

Olive Tree People Announces $100,000 Endowment to Further Hydroxytyrosol Research

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Olive Tree People Inc., a subsidiary of Oliveda International, Inc., announced the first International Hydroxytyrosol Award. This award will be endowed with $100,000 each year to further international research into hydroxytyrosol and longevity research on olive trees.

Oliveda Founder Thomas Lommel first combined hydroxytyrosol with Vitamin C in February 2003 and it became an essential ingredient in Oliveda’s hydroxytyrosol corrective skincare line in 2015. In 2020, universities began to take note of the unique properties of hydroxytyrosol and declared International Hydroxytyrosol Day on November 4 of that year.

This new award and endowment will now continue Lommel’s study with the goal of advancing international research of hydroxytyrosol and advance the olive tree’s lifespan, which already extends up to 4,000 years.

Farmasi to Launch in France

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Farmasi announced it will open operations in France on May 2. This strategic expansion follows a launch into the UK last year, which has become the company’s fastest-growing market to date and has set a new standard for the company’s market entry and influencer engagement.

The company stated that Farmasi Italy, which launched in 2024, has demonstrated broad appeal and scalability, and was a contributing factor to the company’s recent advancement to the #27 spot on the Direct Selling News Global 100 ranking.

“Moving up in the DSN Global 100 ranking is not just a number, it reflects Farmasi’s impact on the industry, our commitment to quality products, and the incredible community of Farmasi Influencers who drive our success,” said Sinan Tuna, Farmasi CEO. “This achievement reaffirms our position as a powerful global brand and motivates us to continue breaking boundaries in direct selling.”

Farmasi now operates in more than 40 countries.

DSA and Amway Lobby Missouri Legislature for Pro-Consumer Model Anti-Pyramid Legislation  

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The Direct Selling Association (DSA) and Amway made an appearance at the Missouri House Commerce Committee Hearing to push for the passage of HB1120 and HB1138, bills that would clearly define and establish penalties for operating or participating in a pyramid promotional scheme. The bills are sponsored by Representative Holly Jones and Representative Renee Reuter respectively and are known as Pro-Consumer Model Anti-Pyramid Legislation.

According to the DSA, Bryan Harrison, Amway Lead Advisor State and Local Affairs, and John Webb, DSA Senior Legal Counsel for Policy, Advocacy and Compliance, have been working to secure sponsors for the legislation for months and rallied support from more than a dozen member companies who sent letters to the committee.

“This highly positive hearing is just one example of how DSA works alongside regulators and elected officials to protect independent direct selling entrepreneurs and consumers,” a DSA official wrote in a statement.

Tranont Global Convention 2025 Launches Tranont For Her

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Tranont welcomed associates to Provo, Utah for its Tranont Global Convention 2025 at the Utah Valley Convention Center. The two-day event offered business training, personal development and a focus on health, wealth and community as the company’s leaders cast vision.

Tranont also debuted its Tranont For Her supplement, designed to support women through menopause with a clinically studied formula that includes ashwagandha to promote healthy cortisol levels and EstroG-100, a patented herbal blend used in Chinese medicine to alleviate menopause-related symptoms naturally.

“Menopause is a natural stage of life, but its symptoms don’t have to be a struggle,” said Andrea Donsky, author and menopause expert. “Tranont For Her was created to empower women with a science-backed, natural solution that gently supports their bodies through this transition. We are excited to provide a product that helps women feel balanced, energized and in control of their health so they can embrace this chapter of their lives.”

Additionally, the company announced two new products:

  • Clear – a fruit-inspired take on whey protein that delivers 20g of protein per serving
  • Creatine – a supplement designed to boost cognitive function and enhance athletic performance.

Scentsy Cuts 116 Jobs to Ensure Long-Term Sustainability

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Scentsy announced it will reduce its workforce by 11%. The 116 workers included in this layoff work at the company’s Meridian, Idaho headquarters and will be given compensation packages based on their years of service.

The company pointed to challenging market conditions post-pandemic as the driving force behind the restructuring. During the pandemic, the company doubled its revenue in the span of one year and hired an additional 1,000 employees to accommodate the growth and invest in its products, programs and infrastructure. As the market leveled off, Scentsy Chief Executive Officer Dan Orchard said the company has had to adjust staffing in order to align costs with its current state of business.

“These staffing decisions were not made lightly,” Orchard said. “As a company, we are committed to making thoughtful, strategic decisions to ensure long-term sustainability and the continued delivery of high-quality products and services. We are confident that these decisions will help create a more focused and agile organization, positioned for success and returning to growth.”