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European Direct Selling Conference Casts Vision for 2025

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Seldia, the European direct selling association, hosted its 9th European Direct Selling Conference for two days of educational sessions, workshops and networking opportunities. This year, the conference included the Astra Awards Ceremony, which honors leading direct selling companies and direct selling associations for their exceptional contributions in the categories of positive impact, continued education and upskilling, and communication and outreach.

Award winners included:

  • Positive Impact Award: Amway
    Finalists: Avon, Lifeplus International, Nu Skin
  • Continued Education and Upskilling Award: Avon
    Finalist: Mary Kay
  • Communication and Outreach Award: The Baltic DSAs
    Finalists: Avedisco Italian DSA, Fédération de la Vente Directe

Seldia Chairperson Beatrice Nelson-Beer delivered the opening keynote, sharing her strategic vision for the future of direct selling in Europe.

“The conference provided an invaluable opportunity for industry leaders, members, and advocates to unite in shaping the future of direct selling,” Nelson-Beer said. “It is crucial that we continue to drive innovation, strengthen the sector for long-term growth, and evolve to ensure a thriving industry across Europe and beyond.”

Isabelle Pérignon, Director for Consumers in the Directorate-General Justice and Consumers at the European Commission provided insights into the EU Commission’s plans to bring clarity and legal certainty to influencer marketing within the existing regulatory framework.

“The success of the 9th European Direct Selling Conference reaffirms Seldia’s commitment to driving the industry forward through collaboration, innovation, and strategic dialogue,” said Imelda Vital, Seldia Executive Director. “As the direct selling sector continues to evolve, Seldia remains dedicated to advocating for a sustainable and progressive industry across Europe.”

Medifast Reports Q4 and Full Year 2024 Financial Results

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Medifast announced its financial results for the fourth quarter and full year 2024. Revenue during the fourth quarter was $119 million, with a revenue per active earning coach of $4,391. Net income in the fourth quarter was $0.8 million. Total number of active earning OPTAVIA coaches drove the 37.7% year-over-year decrease in Q4 revenue. In the fourth quarter of 2024, total OPTAVIA coaches was 27,100. In Q4 2023, that number was 41,100.

Revenue for the full year 2024 was $602.5 million, a decrease of 43.8% from $1.1 billion in 2023. Net income was $2.1 million with an EPS of $0.19 per diluted share, compared to a net income in 2023 of $99.4 million, or $9.1 per diluted share.

“This past year was a pivotal year for Medifast, as we continued to transform our business to meet the changing nature of a health and wellness market that has been revolutionized by the rising acceptance of GLP-1 medications,” said Dan Chard, Medifast Chairman & CEO. “Throughout the year, our team has shown resilience and adaptability as we navigated evolving market dynamics, enabling Medifast to remain positioned to be a leader in health and wellness in a GLP-1 world. We’re committed to offering solutions that meet the diverse needs of our customers, whether they are focusing solely on our habit-based approach to weight loss, using GLP-1 medications, or transitioning off them.”

The company’s balance sheet included cash, cash equivalents and investment securities of $162.3 million with no interest-bearing debt.

“As we look ahead, our top priorities center on reestablishing growth across all of our key metrics, including driving coach productivity through accelerated customer acquisition, and expanding the number of active earning coaches,” Chard said. “These efforts should allow us to broaden our reach, restore revenue and profitability growth and deliver long-term value to all our stakeholders.”

First quarter 2025 revenue is now expected to be between $100 million to $120 million.

Oriflame Announces Comprehensive Recapitalization

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Oriflame, with the support of the af Jochnick family and investors representing more than 80 percent of its bonds, announced a comprehensive recapitalization. With this move, Oriflame secures substantial debt reduction and allows for strategic investments that will fund the next stage of growth.

This transaction infuses new capital of $54 million and creates a substantially de-levered and sustainable balance sheet with a debt reduction of $569 million. The af Jochnick family will remain the main shareholder of the company, meaning the shareholding structure of the group will not change.

“Our family has been involved in Oriflame since Oriflame’s founding in 1967,” said Alexander af Jochnick, Oriflame Chairman.  “Today’s announcement of our investment in partnership with a group of investors as well as the recapitalization of the balance sheet provides Oriflame with a stable financial footing. This will allow for the management team to execute on the company’s business plan to the benefit of all stakeholders of Oriflame. I am excited to work together with the investors and management to enable the success of our brand partners across the world!”

The transaction is expected to close during the first half of 2025, with Oriflame’s ongoing transformation already delivering early results. Key operational metrics are showing positive momentum and year-to-date, Oriflame Community Members increased year-over-year for the first time since early 2021.

Tresidor Investment Management and Blantyre Capital said in a joint statement: “We are delighted to support Oriflame and its community of dedicated entrepreneurs with a major de-leveraging of the company’s balance sheet together with a strategic investment of additional capital to support growth. This investment will be instrumental in accelerating the implementation of the company’s strategic plan which is already delivering performance improvements. We are firm believers in the strength of the Oriflame’s beauty community and the long-standing premium quality of its products and are excited to be a part of the company’s future growth. We look forward to continuing to work collaboratively with Oriflame’s talented team and experienced shareholders to drive profitability and growth.”

Google Announces AI Update to Customer Experience Suite

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Google offered the latest update and advancements to its Customer Engagement Suite, particularly capabilities to make building AI agents easier. This new update is expected to boost customer satisfaction and help companies reduce costs by streamlining operations.

Conversational AI agents have helped companies better support their clients, and Google pointed to real-life case studies of organizations who have leveraged these AI customer service representatives to automate a significant percentage of customer interactions, reduce escalations and provide data analytics to reduce manual quality assurance processes.

This update will now give companies an enhancement to the voices behind AI agents. New models now provide human-sounding emotions, configurable pauses and life-like conversational experiences with the option for a hybrid structure to help users manage their AI agents.

Forbes described the rollout of this agentic offering as a beneficial shift that would not require a massive infrastructure shift in order for companies to quickly implement it.

Tariff Battle Creates Challenges for Canadian Direct Selling Industry

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How to successfully navigate risk and innovation in direct selling.

The ongoing imposition of tariffs—along with the uncertainty surrounding their implementation—continues to disrupt cross-border direct selling between the US and Canada. For companies operating on both sides of the border, these challenges impact logistics, customs management, pricing, consumer sentiment and investment decisions.

While the rapidly changing trade landscape makes it difficult to compile a definitive list of measures, key concerns include:

  • Uncertain US Tariffs
    The US has announced 25 percent tariffs on nearly all Canadian imports, only to postpone them multiple times. This uncertainty complicates planning for Canadian direct selling companies exporting to the US and for US businesses sourcing ingredients or manufacturing in Canada.
  • Canadian Retaliatory Tariffs
    Canada has imposed 25 percent retaliatory tariffs on various US products, including cosmetics, kitchenware and jewelry—all key categories for direct sellers. These tariffs force companies to reconsider pricing strategies and distribution logistics.
  • Changes to Duty-Free Exemptions
    The US government plans to eliminate its duty-free de minimis exemption for small packages. This means Canadian direct selling companies shipping to US consumers will face additional customs requirements, including full documentation and duty collection on every order, regardless of value. If Canada were to introduce similar measures—though not currently proposed—US sellers shipping directly to Canadian consumers would face the same challenges.

Beyond these official trade policies, shifting consumer sentiment is adding further complications. In Canada, a growing “Buy Canadian” movement has led some consumers to actively avoid US-made products. To address this, DSA Canada is working with members to emphasize that while Canadian independent sales consultants market products from around the world, they are local entrepreneurs who contribute to their communities and deserve support.

To navigate these complexities, direct selling companies should collaborate closely with customs and trade specialists to ensure compliance with all regulations. Understanding product classifications and tariff obligations is essential. Meanwhile, DSA Canada continues to engage with government officials, advocating for de-escalation, negotiation and the removal of direct selling products from current and future tariffs.

Peter Maddox has served as the President of DSA Canada since 2018. As President, he is passionate about promoting the growing positive impact that direct selling has on Canadian individuals and communities, as well as ensuring that the association remains an influential representative of its member companies. His role at DSA Canada includes strategic planning, government relations, regulatory affairs, media relations and member engagement as well as being the public face of the organization.

Four Direct-to-Consumer Trends to Watch in 2025

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Put these D2C insights to work for you

In my role as the Direct General of the Direct Selling Association UK, I’ve noticed several interesting trends in the evolving direct-to-consumer channel. Here is my perspective on what’s shaping the future of the sector, from hyper-personalization to the rise of socially conscious shopping.

Personalization

    Personalization has long been a buzzword in retail, but in 2025 it is becoming a baseline consumer expectation, with many now viewing tailored shopping experiences as a standard rather than a luxury.

    Personalization 2025 goes beyond just product recommendations; it’s about creating an entire experience that speaks to the individual. By leveraging data analytics, AI-driven tools and advanced customer relationship management (CRM) systems, retailers large and small can deliver highly tailored experiences that delight customers and drive conversion rates. This might include offering individualized, bespoke content and personalized customer journeys, through to personalized packaging and products. The key is that the retail experience feels uniquely crafted for each shopper.

    ‘Retail-tainment’: Shopping as Entertainment

      The concept of ‘retail-tainment’ is set to gain increasing traction in the year ahead. It’s reported that global consumers are willing to pay more for an engaging shopping experience, and D2C brands are well-positioned to take advantage of this trend. Whether it’s through live-streaming interactive product demos or immersive shopping experiences, D2Cs can redefine the customer journey by integrating entertainment with the act of purchasing.

      Stock-Asso/shutterstock.com

      The proven success of direct selling party-plan models highlights how well D2C brands can combine shopping with social interaction and entertainment. By creating engaging, fun and—crucially—social experiences, brands can tap into a powerful new way of connecting with customers.

      With social media now a key sales channel for direct selling retailers in the UK (accounting for an estimated 37 percent of all sales made), ensuring that the retail experience works seamlessly online is a crucial element of a successful D2C strategy. The COVID-19 pandemic was a key catalyst here, and direct selling brands have responded strongly over recent years, developing strategies to support their independent sales teams to take the traditional selling party online and meet customers where they wanted to buy.

      Furthermore, the appeal of live events, virtual parties and engaging content goes beyond product promotion; it builds a deeper relationship with your customer base and keeps them coming back for more.

      Socially Conscious Shopping: Aligning with Gen Z’s Values

        Gen Z is expected to represent 2.56 billion consumers globally by 2025, and their values are increasingly shaping the future of consumerism. This generation cares deeply about the social and environmental impact of their purchases, and this means placing their trust—and purchasing power—in brands that align with their values.

        Socially conscious shopping within the D2C channel is not just a trend, it’s a movement that D2C brands have been at the forefront of for years. From being transparent about sourcing to fairer production processes and better sustainability practices, Gen Z wants to engage with brands that not only take a stand on the issues that are important to them but also proactively engage in authentic Corporate Social Responsibility (CSR) initiatives.

        And it’s not only as consumers that Gen Z are shaping the face of D2C retail, the continued prevalence of influencer marketing is also shaping the way they engage with brands to earn. This generation of workers is rejecting the traditional nine-to-five and instead looking for more entrepreneurial and flexible ways of earning that fit in with fulfilling both their personal and professional goals.

        As a result, independently earning with brands whose products they use, love (and are happy to promote) and whose values they align with, is an attractive option for Gen Z.

        Successful brands recognize that Gen Zs are ambitious but want success on their own terms. That means transparent compensation and commission structures, ‘snackable’ training that can be undertaken when and where it suits them and—notably—carrot rather stick incentivization.

        An all-expenses trip to Thailand for achieving key goals? Tick. A formal annual review to critique performance or strict targets to meet each month? Not so effective. Gen Z will just go to another brand that understands them better and is actively investing to support them in their entrepreneurial journey.

        Omnichannel Evolution: Expanding Reach Beyond Digital

          Over recent years, digital channels have become a cornerstone of many D2C brands, but there are growing moves by many of the major players that suggest omnichannel is the next frontier and a potentially important part of a D2C strategy.

          More broadly, D2C brands are increasingly diversifying their retail channels to grow brand awareness and enhance accessibility. This can mean integrating physical retail spaces, leveraging partnerships and affiliate models and tapping into online marketplaces alongside their traditional D2C channels. This evolution provides a unique opportunity to explore new ways of connecting with customers, and several major D2C brands have successfully integrated both online and offline touchpoints to build stronger, more accessible consumer relationships.

          SUSANNAH SCHOFIELD OBE is the Director General of the Direct Selling Association UK, an industry which is worth an estimated £908 million per annum. Prior to her appointment as leader of the Direct Selling Association, Susannah spent 18 years at Royal Mail, culminating in her holding the Board-level role of Commercial & Innovation Director, where she led a team of over 800 people. A passionate advocate for women and young people in business, Susannah was awarded an OBE for her work in this area in the 2015 New Year’s Honours List.

          An Online Exclusive from Direct Selling News magazine.

          LifeVantage Announces International Launch of GLP-1 System

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          LifeVantage Corporation has extended its MindBody GLP-1 System into international markets. The system’s success in the US has been credited with the company’s recent 49% year-over-year increase in revenue during the second quarter of the fiscal year.

          Known as the MB System internationally, the GLP-1 products are now available in Japan and will be available to customers in Australia, New Zealand, Europe, the UK, Mexico and Thailand on April 25. Taiwan and the Philippines can expect the MB System to launch early this summer, with Canada launching in late 2025.

          “Consumers worldwide are seeking sustainable health solutions that go beyond short-term, unsustainable weight management,” said Steve Fife, LifeVantage President and CEO. “The MB System works harmoniously with the body, empowering individuals to naturally enhance their metabolic health in alignment with their lifestyle and wellness objectives.”

          LifeVantage stated that the global GLP-1 pharmaceutical market is projected to grow at a CAGR of 17.5% over the next five years to reach a valuation of $156.7 billion.

          “The research that is emerging on all the positive health benefits of the GLP-1 hormone continues to excite us,” said Lisa Barnes, LifeVantage Vice President of Research & Development and Regulatory. “From gut and digestive benefits, heart and cardiovascular benefits, and the health of other critical organs like the kidneys and liver, GLP-1 is a hormone essential for our longevity and vitality. We are so proud of this product and the clinically shown efficacy in activating the body’s own production of the hormone.”

          Nowsite Expands AI-Powered Marketing Solutions, Driving Unprecedented Growth for Direct Selling and Network Marketing

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          Established in 2017, Nowsite is a global leader in AI-driven digital marketing solutions, revolutionizing how Direct Selling and Network Marketing Companies and Independent Business Owners build and grow their businesses. With more than 100,000 users across 130 countries and in more than 100 languages, Nowsite has enjoyed impressive 80% year-over-year growth and continues to gain momentum among top distributors and corporate partners.

          Today, Nowsite is announcing that it is expanding its capabilities with advanced Agentic AI technology to help network marketers take their businesses to the next level. By leveraging its vast marketing data and cutting-edge AI, Nowsite introduces Nav, a real-time AI sales expert that assists distributors in determining the best next action on social media, generating high-quality leads, and advancing their sales opportunities with precision. These new capabilities empower even inexperienced network marketers to operate like seasoned professionals, transforming the way they engage with customers and grow their businesses.

          “We are committed to helping entrepreneurs achieve extraordinary results through our AI-driven platform,” said Justin Belobaba, Founder & CEO of Nowsite. “Our goal is to simplify and supercharge digital marketing for Direct Sellers and Network Marketers, allowing them to grow their businesses with confidence and efficiency. The incredible success we’ve witnessed among our users highlights the positive impact Nowsite is making globally. Our customer satisfaction and retention results validate the contributions the Nowsite platform is making every day.”

          Nowsite’s cutting-edge marketing technology empowers distributors to enhance their online presence, increase engagement, and drive sales. On average, users see a 132% improvement in social media results within 30 days, generate 80% more leads, and boost new customer sales by 40%. This success has attracted industry leaders, resulting in strategic partnerships that further extend Nowsite’s influence in the Direct Selling and Network Marketing channel.

          Corporate Partners Praise Nowsite’s Impact

          Nowsite’s AI-driven solutions have gained the support of industry-leading companies, providing their distributors with an unparalleled advantage in digital marketing.

          Irina Shevchenko, VP Distributor Success of Herbalife, shared her enthusiasm: “Our partnership with Nowsite offers Herbalife’s community of distributors access to advanced digital marketing tools. The platform’s AI-powered technology supports distributors in strengthening their social media presence and customer engagement like never before. Herbalife continuously explores innovative solutions to empower our distributors, and Nowsite provides a valuable resource in that effort.”

          Clayton Thomas, CEO of The ROOT Brands, echoed this sentiment: “At The ROOT Brands, we seek to provide our distributors with the best possible tools to grow their business. Thousands of our members use Nowsite to double their social media results and boost sales. The platform is intuitive, effective, and makes it easier than ever to reach new customers. If you’re looking for a smarter way to grow your business online, Nowsite is a proven and highly effective choice.”

          Chanida Puranaputra, Chairwoman of ByDzyne, highlighted the global reach of the partnership: “Bydzyne is a global business that helps people succeed with a wide range of products. We believe in the power of choice, and Nowsite fits that vision. Thousands of our members use Nowsite’s AI technology driven platform to reach more people, improve their social media results and grow faster. It’s a powerful tool that makes business easier and our members more successful.”

          Mr. Belobaba also recently presented on stage at Modere‘s Social Retail Conference events in Houston, Texas and Prague, Czechia to launch a global partnership between Modere and Nowsite.

          Nowsite offers its Partners a Flexible Financial Model for Growth

          Nowsite’s platform offers a dynamic financial model tailored to meet the diverse needs of distributors and corporate partners. The platform can be fully funded by Corporate, entirely covered by individual distributors, or a flexible combination of both. This adaptable structure ensures that businesses of all sizes can access the cutting-edge tools they need to scale the Nowsite platform efficiently while achieving each partners’ financial objectives.

          With new corporate partnerships on the horizon and a growing global community, Nowsite remains at the forefront of digital marketing innovation for Direct Sellers and Network Marketers. As AI technology advances, Nowsite is committed to providing simplified, powerful, actionable and results-driven marketing tools that empower entrepreneurs to thrive in the digital age.

          To learn more about what Nav and Nowsite can do in person, stop by their booth at Direct Selling University in Irving, Texas March 25-27 where Justin Belobaba and Melony Trementozzi will be on site. Nowsite is a Premier Sponsor of DSU, the channel’s most highly anticipated networking, educational and recognition event. To register for DSU, visit dsnevents.com.

          Stemtech Launches Pet Product Line

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          Stemtech announced StemPets, a new product line designed to enhance the lives of people and their pets. Leveraging the company’s innovation within the stem cell and wellness space, the new product line is expected to launch in the second quarter of 2025.

          “We are excited to bring the power of stem cell nutrition to pets, offering a breakthrough solution for pet owners who want to improve their animals’ health and wellness,” said John W. Meyer, Stemtech President & COO. “StemPets is a game changer in pet care, and with the exponential growth in the sector, we believe we are uniquely positioned to capture a significant share of this rapidly expanding market. This is an exciting time for investors, as we are poised to capitalize on a booming industry with innovative, science-backed products that will transform pet healthcare.”

          As the company prepares for this expansion, it announced the addition of strategic appointments to its leadership team.

          Alejandro Carrillo has been promoted to Vice President of Global Operations. Carrillo joined Stemtech ten years ago in the global sales and marketing department and will now lead global operations activities, focusing on manufacturing, inventory and expansion management.

          Srilakshmi Vadlapatla has been named Global Accounts Manager and will assume the role of Chief Financial Officer. Vadlapatla brings experience in global markets and multi-national finance and has led international financial operations, strategic planning and capital management. She will now be responsible for all Stemtech finance matters as the company continues to scale globally.

          Manuel Ramirez Garcia was named Director of Global Sales & Field Development. Garcia has more than two decades of experience in international sales and has developed and executed revenue growth strategies across North America, Europe and Asia. Garcia will now help drive Stemtech’s global expansion and market penetration.

          “We are excited to have Srilakshmi and Manuel join our leadership team along with Alex in his new role,” said John W. Meyer, Stemtech President and COO. “Their combined expertise in finance, global sales, and field operations will be pivotal as we continue to expand Stemtech’s footprint worldwide. With their leadership, we are poised for even greater growth and innovation in the stem cell nutrition industry.”

          Natura &Co Reports Q4 and FY 2024 Financial Results

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          Natura &Co reported its financial results for the fourth quarter and full year 2024. Consolidated net revenue in the fourth quarter reached $1.3 billion, up 16.1% from the same quarter in 2023. Constant currency net revenue growth was fueled by strong performance of the Natura brand and partially offset by the continued declines in the Avon Hispanic markets and Home & Style category. Fourth quarter net loss was $1.3 million, a significant improvement from $470 million last year.

          The Natura brand in Brazil saw a 21.1% year-over-year increase during the fourth quarter, which the company says was driven by productivity and volume gains boosted by increased cross-selling, marketing and innovation investments. Retail sales saw a robust growth and the brand expanded to 145 corporate stores, an increase of 33 stores from Q4 2023, and 863 franchised stores, an increase of 90 stores from Q4 2023.

          In Hispanic LATAM, Natura reported a 33.5% year-over-year revenue increase in constant currency. Excluding Argentina, that increase resided in the “mid-teens” and was accelerated by revenue growth in Mexico.

          The Avon beauty brand in LATAM remained flat. In Brazil, revenue was down 1% year over year and in Hispanic LATAM, it was up 1.7%. Avon Home & Style was down 24.6% year-over-year.

          “In support of Avon Products Inc.’s voluntary Chapter 11, a cash payment of $34 million was made, as previously disclosed to the market,” said Fabio Barbosa, Natura &Co Group CEO. “In addition, the company acquired back Avon International entities outside the US through a $125 million credit bid. On the operational side, Avon International continued to deliver a lackluster performance during the quarter, facing top-line headwinds that further impacted the profitability of the business unit. On Avon International, we continue to study strategic alternatives for a potential separation/sale of the asset, while the team continues to work on an accelerated restructuring of the business and minimizing cash outflow in the short term.”

          The company announced a staggered “Wave 2” implementation as it discontinued Natura’s multilevel commercial model during the fourth quarter and replaced it with a bilevel commercial model. This strategic move was what the company described as a “crucial step towards the unification of Natura and Avon sales channels.” Brazil remains pre-Wave 2 implementation.

          Consolidated net revenue for the full year 2024 was $4.2 billion, a 21.5% year-over-year increase.

          “In a nutshell, our goals remain the same,” Barbosa said. “First, LATAM continues to progress in improving margins and free cash flow while investing in strategic projects that will drive sustainable revenue growth. Second, we will keep simplifying the company’s corporate structure and resuming studies on strategic alternatives for Avon International. Finally, we remain laser-focus[ed] on capital allocation, striving for an optimal capital structure that supports ROIC-driven investments while delivering returns to shareholders.”

          Coway Wins iF Product Design Award

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          Coway Co., Ltd. was honored by the International Forum (iF) Design Award 2025 in the Product Design category for its sophisticated design and innovative air purification technologies. This is the 18th consecutive year that Coway has received an iF Design Award. This year, the award recognized the NOBLE 2.0 Air Purifier series, which is equipped with a four-sided 4D filter for 360-degree air purification and a nature-inspired aesthetic designed to enhance interior décor.

          Three additional Coway products were recognized at the iF Design Award in the Product Design category including an upcoming water purifier tentatively named SWITCH (P-2200N) that offers countertop and under-the-sink configuration options with non-electric water purification capabilities.

          “This award is a testament to Coway’s commitment to innovative design and global competitiveness,” a Coway official said in a statement. “We will continue to develop products that not only embody our unique design philosophy, but that also deliver exceptional experiences to our customers.”

          Regal Ware and SyergyOps Host First Partner Summit

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          Regal Ware, Inc. collaborated with its contract manufacturing division SynergyOps for their first-ever Partner Summit. The event highlighted the vital role of partnerships in both direct selling and American manufacturing and reinforced Regal Ware’s commitment to US-based production as it celebrated the company’s 80th anniversary.

          Executives from Regal Ware’s direct selling division, the Direct Selling Association and other leaders shared presentations on the evolving landscape of US and Wisconsin manufacturing and market trends.

          “This summit reflects our unwavering commitment to collaboration, innovation, and American manufacturing,” said Ryan Reigle, Regal Ware CEO. “As a purpose-driven, service-built, and relationship-based company, we are dedicated to forging true partnerships—not just transactions. By bringing together industry leaders and partners, we are strengthening the foundation for collective success, ensuring we continue to deliver high-quality cookware solutions to consumers worldwide.”