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LifeVantage Reports Fiscal Q2 2025 Financial Results

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LifeVantage Corporation announced its financial results for the second fiscal quarter, ending December 31, 2025. Revenue during this period was $48.9 million, up 2.9% sequentially, but down 27.8% year-over-year. Revenue in the Americas fells by 32.6% while revenue in Asia/Pacific and Europe saw relative stability with a 2.1% decline.

The company attributed revenue challenges primarily to declines in sales of the MindBody GLP-1 System, but stated that its acquisition of LoveBiome and the LoveBiome product line helped offset this decline. Gross profit during the period was $36.2 million, or 74% of revenue, down from $54.6 million and 80.5% of revenue in the prior year’s period.

Adjusted EBITDA was $3.9 million, compared to $6.5 million in the prior year’s period, while operating income was $0.5 million, compared to $3.4 million last year.

“The second quarter reflected challenging competitive dynamics in the weight loss market as we cycled the launch of our MindBody GLP-1 System in October 2024,” said Steve Fife, LifeVantage President and CEO. “We acknowledge that our performance during the quarter did not meet your expectations or ours and we are redoubling our efforts to stabilize our GLP-1 business and make the other changes necessary to return to revenue growth. While the growth trajectory of MindBody may have changed, we remain committed to this proven, scientifically validated natural weight loss solution. We continue to be very well positioned across the broader health and wellness ecosystem and are particularly excited about the momentum we are seeing in LoveBiome, including several new products launching over the next couple quarters that will expand the portfolio into adjacent, high-growth categories. This summer and beyond, LifeVantage also plans to expand into new international markets, another key element of our overall growth strategy. With a strong balance and proven track record of returning capital to shareholders, we remain steadfast in our commitment to driving long-term shareholder value.”

The company ended the period with cash and cash equivalents of $10.2 million, down from $20.2 million in the previous quarter, with no outstanding debt.

Latin America’s Moment

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Why the next era of direct selling growth will be built on community, trust and omnichannel leadership.

You can also listen to the Direct Selling University presentation that inspired this article! Listen now or read below!

Latin America is no longer an “emerging opportunity.” It is an accelerating one.

For years, global conversations about growth in direct selling have focused on North America and Asia. Those regions still matter deeply. But today, a third powerhouse is coming into focus—one defined not just by population size, but by culture, connectivity and an extraordinary hunger for opportunity.

That region is Latin America.

To understand why, we need to stop looking at markets in isolation and start looking at communities—how they trust, how they connect and how they build economic momentum together.

A Region Built on Community

Latin America is home to more than 662 million people, united not only by geography but by shared language, cultural values and a deep sense of community. Spanish is the second most spoken native language in the world, and Portuguese closely follows through Brazil. These are not fragmented micro-markets—they are interconnected ecosystems.

What defines Latin America most clearly is not just scale, but cohesion. Families are multigenerational. Households are communal. Entrepreneurship is often shared across relatives, neighbors and friends. Trust flows through people—not platforms.

And that matters enormously in direct selling.

Why Community Leaders Matter More Than Products

Across every successful direct selling market I’ve studied—globally and over decades—the same pattern emerges.

Growth is not driven by:

  • The best compensation plan
  • The most advanced product formulation
  • The most sophisticated training materials

Growth is driven by community leaders. The people who already hold trust. The mentors who translate opportunity into belief. The connectors who help others see a path forward.

This is especially true in Latin America, where trust in institutions—and historically, in digital commerce—has been fragile. For many years, people were skeptical of online systems, payments and promises. That changed rapidly during the pandemic, when digital adoption accelerated by necessity.

Today, Latin America is moving fast—but it is still one step behind Asia. And that is precisely why the opportunity is so powerful.

Learning from Asia’s Blueprint

Asia-Pacific currently represents approximately 42 percent of global direct selling market share, with nearly $68 billion in annual retail sales. This dominance didn’t happen by accident. Asia succeeded because it mastered three critical elements:

  1. Cultural community cohesion
  2. Deep trust in leadership and hierarchy
  3. Hybrid models that blend personal relationships with digital scale

In Asia, digital tools are not replacements for connection—they are vehicles for it. Influencer-driven commerce, livestream selling, mobile-first engagement and social platforms work because they are anchored by trusted leaders within the community.

When I first experienced this model in Asia, it fundamentally changed how I understood direct selling. What I saw wasn’t technology leading people—it was people leading technology. That same blueprint is now available to Latin America.

The Omnichannel Imperative

Latin America is not choosing between digital and in-person. It is embracing both. The future belongs to fully omnichannel leaders—those who can build relationships face-to-face while simultaneously engaging audiences through mobile, livestreaming and social commerce.

In Asia, top leaders regularly conduct ten or more meetings at once through mobile devices—replicating the intimacy of in-person connection at digital scale. Each screen represents a real conversation, a real relationship, a real business being built.

This is not about becoming “more digital.” It’s about becoming more accessible.

Influencers as the New Channels of Trust

In Latin America, influencers are not a trend. They are the new trust infrastructure. Younger generations spend three to four hours a day on their phones. They learn, evaluate and decide based on people they feel they know—not corporations they don’t. This presents both a challenge and a responsibility.

Without strong mentors, young people are vulnerable to misinformation, distraction and unsustainable income models. But when influencer-driven commerce is anchored in real leadership, education and community, it becomes a powerful engine for economic mobility. What matters is authenticity.

The most effective influencers in Latin America are not celebrities or models. They are ordinary people with credibility, consistency and lived experience. People others can relate to. People others trust.

That trust converts into action.

The Untapped Scale of the Opportunity

Despite its size and cultural strength, Latin America’s direct selling penetration remains relatively low.

The region currently represents roughly $22 billion in annual direct selling sales—far behind Asia and North America. Countries like Mexico and Brazil, despite being massive economies, remain underpenetrated. Even within the United States, the Latino population—nearly 19 percent of the total population—is significantly underserved by the channel.

By 2031, one in five US workers will be Latino. This is not a future demographic. It is the present workforce.

And there is a powerful bridge connecting these markets: remittances. Latin Americans working abroad send more than $155 billion annually back to their home countries—more than foreign direct investment in many regions. But money alone does not create sustainability. Opportunity does.

What if, instead of sending only money, people sent business ownership? What if cross-border sponsorship, shared language and digital tools allowed families to build income together?

Many companies are already proving this works.

Digital Infrastructure Is Catching Up—Fast

Historically, barriers such as unbanked populations and limited payment systems slowed digital commerce in Latin America. Those barriers are falling rapidly. Mobile wallets are expanding. Regional ecommerce platforms are scaling. Social commerce adoption is accelerating.

Mexico is now one of the fastest-growing ecommerce markets globally, and digital penetration across Latin America is projected to grow sharply through 2026 and beyond.

What Companies Must Do Differently

Latin America cannot be treated as an extension of the US model. That approach fails. To unlock Asia-level growth, companies must:

  • Think regionally, not country by country
  • Invest meaningfully, not incrementally
  • Empower connectors who can bridge multiple markets
  • Unify branding and messaging across borders
  • Equip leaders digitally with real tools and training
  • Leverage the US Latino diaspora as a commercial bridge

Growth does not come from “crumbs.” It comes from commitment.

Why This Moment Matters

Latin America has everything required to become the next global growth engine for direct selling:

  • A young, entrepreneurial population
  • Strong family and community structures
  • Shared language and culture
  • Rapid digital adoption
  • A deep need for mentorship and opportunity

What it needs now is leadership willing to invest. This is not about short-term margin optimization. It’s about top-line growth. It’s about legacy. It’s about believing in people.

A Call to Action

Latin America is rising. Asia dominates today—but history shows that growth follows those who recognize momentum early and act decisively. The question for leaders is simple: Will you treat Latin America as a side market—or as the future powerhouse it is becoming?

The people are ready. The culture is aligned. The opportunity is open.

Now it’s time to lead.

Check out this week’s bonus episode of the Direct Approach podcast to hear more from Sol Flint about unlocking the next growth engine.

Available on your favorite platform! Apple, Spotify, Audible, YouTube

SOL FLINT | General Director of Latin America for Nature’s Sunshine, is a global direct selling executive with extensive leadership experience across Latin America, Asia and North America. She is known for building community-driven growth strategies and advancing omnichannel models that integrate trust, culture and digital innovation.

An Online Exclusive from Direct Selling News magazine.

Exigo Launches New Website and Exigo AI Beta

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Enterprise platform Exigo announced the launch of its newly redesigned website and beta release of Exigo AI. The website was designed to reflect the company’s evolution as both a platform and a company, with greater emphasis on clarity, product depth and an updated experience that helps prospective and existing customers support large, complex organizations and operations across markets and channels.

The addition of Exigo AI is expected to help organizations identify trends and answer questions without the delay of manual analysis. The company emphasized that Exigo AI is not positioned as a standalone product or generic AI layer, but rather an embedded functionality of the Exigo platform and “grounded in the operational realities of how direct selling organizations function today.”

“Most direct selling organizations are sitting on years of valuable data, but accessing it in a meaningful way is still too difficult,” said Tyler Mortensen, Exigo Chief Revenue Officer. “Exigo AI is about lowering that barrier. It helps teams get answers faster so they can spend more time acting on what matters, especially in an environment where growth is harder to come by.”

The 8 Small Business Trends Shaping 2026

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Summarized from Upwork

Launching or scaling a small business in 2026 will mean understanding key trends and how to align your organization with these shifts. Upwork, an online marketplace for hiring skilled freelancers, dug into the top trends shaping the small business landscape in 2026 and how adapting your strategy to match could empower you to make more confident decisions, prioritize investments and structure your business for long-term resilience.

1. AI Adoption and Automation

AI adoption is up. As of 2025, almost 60% of US small businesses used AI tools in their operations – more than double the rate in 2023. Automated workflows are making routine tasks like invoicing, scheduling and data entry hands-free so that teams can focus on person-to-person tasks rather than administrative tedium. Marketing and content creation is receiving an AI boost as well. More than a quarter (28%) of small businesses already use AI for marketing and social media as tools like ChatGPT and Jasper generate branded messaging and content marketing assets at scale.

2. E-Commerce and Omnichannel Growth

In the third quarter of 2025, online sales accounted for 16.4% of total US retail sales. Increasingly, small businesses are shifting away from brick-and-mortar establishments to e-commerce. These digital storefronts have lent to an ability for omnichannel experiences as target audiences can shop wherever they spend the most time – whether that be social commerce platforms like TikTok or Instagram, or a blend of physical and digital touchpoints. Mobile shopping has improved personalization strategies and AI-powered recommendations along with tailored product suggestions are helping small businesses deliver a more relevant shopping experience that can drive loyalty while repeating sales.

3. Hyperpersonalized Customer Experience

 With this data-driven personalization comes advanced segmentation. Businesses can reflect on behavior, preferences and purchase history to create more precise marketing campaigns that convert better and strengthen shopper relationships. These relationships are always “on” with automated chatbots that can handle support queries instantly and provide tailored product recommendations.

4. Cybersecurity Crackdown

With all of that data mining has come a heightened need for cybersecurity. As small businesses move to digital and expand online, so too do the threats to sensitive customer and financial data. Breaches can cause lasting damage to customers and to brand reputations, so small businesses are increasingly taking more proactive approaches to proactively prevent these risks and strengthen defenses.

5. Social Media Marketing

Social media continues to be a key driver for sales and engagement, but these marketing assets have expanded to include short-form videos and collaborations with microinfluencers who can bring their loyal followings and community-based trust to the product. AI generative tools can now brainstorm new content and automate post scheduling, making marketing planning even simpler.

6. Celebrating Sustainability

Eco-conscious consumers are reshaping markets and small businesses are responding with sustainability initiatives. Integrating sustainability into your business strategy is now non-negotiable, and there are a number of approaches to consider, including circular business models, eco-friendly supply chains and eco-friendly product adoption. Beyond environmental benefits, sustainability has become a true market differentiator.

7. Flexible Work Models

Remote and hybrid work have become an attractive carrot for workers who are weary of the return-to-office mandates from large corporations. A study from Forbes reported that 61% of employees report being more productive when working from home, leading to higher profitability, lower turnover and reduced operational costs. What’s more, this model allows companies to address skill gaps through hiring freelancers from around the globe.

8. Recurring Revenue Models

Subscription models for products and services help businesses maintain steady cash flow and reduce vulnerability during marketing fluctuations, while increased automation makes this subscription management process less taxing. With predictability, companies can conduct clearer forecasting and reduce seasonality, allowing them to allocate resources for growth and streamline financial operations.

Florida Direct Sellers & Consumers Coalition Hosts Kickoff Event at Florida Capitol

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The Florida Direct Sellers & Consumers Coalition held its inaugural kickoff event at the Florida Capitol, gathering business leaders, entrepreneurs, policymakers and industry advocates to advance its mission to “protect and strengthen the direct selling channel in Florida.”

The two-day event highlighted the substantial economic and entrepreneurial impact of direct selling across the state. Coalition members engaged in discussions with state lawmakers focused on fair regulation, consumer protections and policies that preserve opportunity while strengthening trust within the channel.

The Coalition stated that from 2018 through 2024, direct selling generated $15.47 billion in cumulative sales in Florida, supported by an average of more than one million independent distributors selling products and services statewide, and contributes an annual economic impact in excess of $6.4 billion. These numbers, the Coalition stated, highlight the channel’s importance to Florida’s workforce, small-business ecosystem and consumer marketplace.

As part of the kickoff event, Coalition leadership participated in private meetings with senior members of Florida’s executive leadership, reinforcing the Coalition’s commitment to direct, constructive engagement on issues impacting direct sellers and consumers.

Legislators and VIPs who participated in the event included:

  • James Uthmeier, Florida Attorney General
  • Jay Collins, Florida Lieutenant Governor
  • Blaise Ingoglia, Florida Chief Financial Officer
  • Sam Garrison, Speaker of the House Designate (2026–2028)
  • Mike Redondo, Speaker of the House Designate (2030–2032)
  • Rep. Fiona McFarland, Chair, Information Technology and Budget & Policy Subcommittee (Sarasota)
  • Rep. Danny Alvarez, Chair, Criminal Justice Subcommittee (Hillsborough)
  • Rep. Will Robinson, Chair, State Affairs Committee (Manatee)
  • Rep. Traci Koster, Chair, Civil Justice & Claims Subcommittee (Hillsborough)
  • Rep. JJ Grow (Citrus County)
  • Frank Walker, Executive Vice President of Government & Political Relations
  • Brett Doster, Political Consultant, Frontline Agency

The kickoff event was made possible through the support of the following organizations:

Amway, Bravenly Global, 47 Inc, Monat, PM International, Direct Selling News, Direct Selling Association, ANMP, Shapetech Solutions, AICE, PayQuicker, OTB Tax, and By Design.

“Their participation and support reflect a shared commitment to ethical business practices, consumer protection and empowering independent entrepreneurs,” the Coalition stated.

“This kickoff event represents the beginning of a sustained, collaborative effort to ensure Florida remains a strong and fair environment for direct sellers and the consumers they serve,” said Gordon Hester, Founder and Manager of the Florida Direct Sellers & Consumers Coalition. “With over one million Floridians participating in direct selling and billions in economic impact each year, our focus is on practical, forward-thinking solutions that protect opportunity while strengthening accountability across the industry.”

“Great direct selling companies have positively impacted Florida’s residents for decades.  Through this new coalition we can now be an example of how to help educate company owners, its members and the state legislature of the why and the how to protect this Free Enterprise model for the entire country,” stated Ryan Chamberlin, State Representative and Co-Founder of Florida Direct Sellers & Consumers Coalition.

The Florida Direct Sellers & Consumers Coalition plans to continue its work by engaging policymakers, educating stakeholders and advocating for responsible legislation that supports innovation, entrepreneurship and consumer confidence.

“What’s happening with the Florida coalition shows how effective advocacy becomes when strong state coalitions are connected to DSA’s national strategy. With leaders like Gordon Hester engaged locally, the channel is moving from reacting to proposals to helping shape how lawmakers understand the model as decisions are being made,” said Dave Grimaldi, CEO, Direct Selling Association.

The Human Advantage

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How home office teams can lead the field through AI and social media change.

Listen to this story starting at 13:58 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!

If you lead training or marketing inside a direct selling company, you’re probably feeling two things at once right now: excitement and concern.

Excitement because AI is helping people create faster, easier and with more confidence than ever before. Concern because the way the field is using AI is starting to clash with what social platforms reward; what compliance requires; and what customers trust. In short, we’re becoming less human.

Which means the home office isn’t just training how to create content anymore—you’re protecting trust, compliance and the reputation of the channel.

The companies that win the next 12–18 months won’t be the ones who shout “use AI!” the loudest. They’ll be the ones who set smart guardrails that keep content human, compliant and platform friendly.

Here are the key social and AI trends and shifts I’m watching right now—and what they mean for home office teams as you seek practical ways to protect trust and grow reach.

Platforms Are Doubling Down on Original, Human Content

Instagram and Facebook are pushing originality and real engagement harder than ever. Instagram has openly said it wants to recommend original creators more and reduce visibility for repost-heavy or “aggregate” accounts.

At the same time, both Meta platforms continue leaning into AI-driven recommendations that prioritize meaningful interaction and watch time, not just content volume.

Action items for the home office:

  1. Update training to prioritize creation, not just reposting. Encourage field members to use templates and inspiration, but always add personal context, a story or their own voice.
  2. Provide a simple content cadence that’s sustainable with lifestyle that bakes in originality (e.g., two story posts, one value post, one lifestyle post weekly).
  3. Don’t just reward “pretty” content. Reward content that builds trust and conversation.

AI Content Is Being Labelled—and Low-Value AI Is Getting Demoted

Meta is expanding “Made with AI” and “AI info” labels and expects creators to disclose AI-generated media. Instagram executives have stressed the growing need for transparency because people are losing trust in what they see.

That’s unsurprising, with reports from the platforms estimating that over 40 percent of all content we see today may be AI-generated.

The danger isn’t AI itself. The danger is generic, mass-produced AI content that feels fake, repetitive and disconnected from a real human. Platforms are getting better at detecting and downranking this kind of content.

Anatoliy Karlyuk/shutterstock.com

Action items for the home office:

  1. Teach the difference between AI as an assistant vs. a replacement.
    • Assistant = ideas, structure, editing, clarity, captions, repurposing.
    • Replacement = full posts with no personal story, no opinion and no voice.
  2. Provide a simple “AI-use policy” your field can understand:
    • Use AI to support content—but ensure their story, opinion and experience are visible.
    • If a post is fully AI-generated, disclose it.
    • Never use AI to invent health claims, income claims or fake testimonials.
    • When in doubt, ask compliance.
  3. Share real examples of “good AI” and “bad AI” posts to support clarity and consistency.

Reels and Short Video Still Matter—but Retention Matters More

Instagram and Facebook continue to favor short-form video. In 2026, the growth lever is not just creating Reels—it’s creating Reels people finish. That means optimizing for watch time and replays.

This is good news for direct sellers because it rewards relatable, simple, low-production content—not polished perfection.

Action items for the home office:

  1. Shift training from “make Reels” to “make Reels people finish.” Focus on:
    • Three-second hooks
    • One clear idea per Reel
    • Story structure: problem → moment → takeaway → soft invite
      I call this the “date, date, date—ask” strategy. In other words, build relationship and curiosity first, then invite.
  2. Provide a monthly Reel prompt bank (relational, curiosity-led and story-selling friendly).
  3. Encourage leaders to model imperfect but consistent video so the field feels safe to follow.

Ads and Compliance Are Colliding More Often

Meta’s ad system is stricter, more automated and more sensitive to health, income and “before/after” content. Many direct sellers are encouraged to run ads without understanding policy risks—which leads to frustration and wasted money.

What this means for home office teams:

  1. If you want field members running ads, equip them with:
    • Pre-approved ad templates
    • Compliant copy frameworks
    • A simple “red flag” list (what not to say, show or imply)
  2. If you don’t want the field running ads, be clear and explain why.
  3. Consider a quarterly ad-policy update for leaders to keep advice relevant and reduce confusion.

Human Connection—Supported by Smart Tech Wins

AI will keep evolving. Algorithms will keep changing. But the companies that stay steady are the ones who anchor the field in what never changes:

  • Customers buy from people they like, know and trust.
  • Platforms reward content that feels real, useful and relational.
  • AI is powerful when it helps humans show up more consistently—not when it replaces their voice.

If training keeps that heartbeat clear, the field will grow with confidence instead of overwhelm.

A simple way to frame your internal strategy:

  • Human first.
  • Work with the algorithm by focusing on what it rewards (watch time, saves, shares and conversation).
  • Use AI to speed up clarity and execution—to enhance, not replace, the person.
  • Build trust before you build volume.

AI can help the field show up faster—but only humans can help customers feel something. That’s how we protect the reputation of the channel and help the field move the needle in 2026.

Sam Hind, Founder, Auxano Global | Speaker & Digital Growth Strategist, is a social media and digital marketing strategist who trains direct selling field and home office teams globally. She helps companies build human-first social media systems and responsible AI practices that protect trust, grow reach and create sustainable momentum.

PM-International Sells One Billion FitLine Products Worldwide

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PM-International announced it has reached a significant milestone of selling more than one billion FitLine products worldwide. The FitLine brand has fueled more than 1,000 professional athletes and sports associations worldwide, including the ATP Tour, the German Ice Hockey Federation, the Paris Basketball Team and the Korean Wrestling Federation.

The company stated that the milestone is a historical achievement that “reflects more than 30 years of scientific innovation, premium product quality and the trust and loyalty of millions of distributors and customers across the globe.”

“This number stands for one billion decisions to trust in FitLine, that make a difference for people every day – and 1 billion times the chance to improve life quality,” said Rolf Sorg, PM-International CEO & Founder. “For this, we are incredibly thankful to our customers and partners.”

Zinzino Announces Acquisition of It Works!

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Zinzino announced a merger of It Works! into the Zinzino family of businesses. Through the agreement, Zinzino has acquired the operational assets of the US business, including inventory, distributor agreements, customer agreements and IP rights for It Works!, as well as 100% of shares in It Works! Marketing International UC, an Irish unlimited company, and its wholly owned subsidiaries.

“Individual advice and tailor-made solutions are the future, and not just in health and wellness,” said Dag Bergheim Pettersen, Zinzino CEO, and Mark Pentecost, President and Founder of It Works! “Together, we have many years of combined industry experience and everything it takes to drive the modern, personalized shopping experience through direct sales.”

Zinzino stated that this is a strategic and important step in its growth plan, which will focus on improving personal health and wellbeing on a global level through innovative biotechnology and a product portfolio marketed through direct sales. The acquisition and merger will also provide increased distribution power in North America and Europe.

Per the agreement, Zinzino will pay $30 million, 100% of which will be settled through newly issued Zinzino shares. Additional purchase prices will be based on future sales development, estimated at $4 million, which will also be settled through newly issued Zinzino shares.

“A visionary mindset, a tech-first perspective, test-based nutrition at the cellular level and a strong position to capitalize on current trends will form the basis of the partnership with It Works!,” Zinzino wrote in a statement. “Following several acquisitions in recent years, Zinzino has been looking for further investments to maintain its sustainable, profitable growth, strengthen its distribution power, expand into new markets and leverage its product portfolio in new consumer areas.”

LR Health & Beauty Reports Preliminary Financial Results for 2025

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LR Health & Beauty SE announced its preliminary financial results for 2025. Total sales for full-year 2025 are now expected to reach $328 million, solidly in line with previously released guidance of $327 million to $333 million. The company expects EBITDA around $19 million for the full-year 2025, which is just below previously released guidance that advised EBITDA totals would be between $20 million and $23.75 million.

In tandem with its financial announcement, LR Health & Beauty also stated that consulting firm EY-Parthenon has completed a draft of an IDW S6 restructuring opinion with the goal of exploring the possibility of financial restructuring. As part of this restructuring, the company’s shareholder will inject an equity contribution of $11 million into the operating business and bondholders will receive a write-down of 55% of the nominal amount of bonds on a pro rata basis. The term of the bonds will be extended to the end of the year 2029. If the restructuring measures are not approved or cannot be implemented, bondholders were advised to expect an insolvency quota of around 6% in the case of an insolvency liquidation.

The Road Ahead

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Where will the next wave of innovation come from?

Listen to this story on this episode of The DSN Podcast. Even when your day is packed, we make it easy to stay informed, engaged and one step ahead.

As DSN put together this issue’s cover story on the History of Innovation in the channel, it reminded me of just how special direct selling really is—and how many groundbreaking entrepreneurs have left an indelible legacy for us to build upon. But it also leads to a rather obvious question—where will the next wave of innovation come from?

Our rich history says it will start with leaders willing to take risks. Today, six frontiers stand out. Two involve new strategic approaches while the remaining four are product category opportunities that could fuel growth.

What’s striking is how closely they interconnect—each building on the other in ways that magnify impact. Social commerce creates the ecosystem where innovations are discovered and shared.

Personalized wellness and anti-aging drive consumer demand, while test-based wellness provides measurable proof to back those promises. Telehealth and prescriptions expand access and credibility, bridging personal care with professional oversight. AI-enhanced skincare product solutions and AI-enabled coaching bring technology into both the consumer and distributor experience, scaling personalization and performance.

None of these trends operate in isolation; together, they represent an engine of innovation that is accelerating faster than ever across the channel.

1 / Social Commerce

Social commerce is one of the broadest and fastest-moving categories of innovation—originating with Facebook, gaining momentum with Instagram and now exploding on TikTok. The lines between community, content and commerce are disappearing, and for direct selling this isn’t just about product promotion. It’s the arena where personalized wellness journeys are shared; where test-based results gain social proof; and where AI tools help distributors reach wider audiences with precision. Companies from Herbalife to Mary Kay have already begun experimenting with platform-native selling strategies, from livestreaming to micro-influencer campaigns, to meet consumers exactly where they spend their time.

The bigger picture: Social commerce is fast becoming the default marketplace for the next generation. The challenge for direct sellers is balancing authenticity with conversion, ensuring communities remain genuine while still driving scalable growth.

For more information, please read my article Social Commerce, Defined where I take a much deeper, comprehensive dive into this emerging trend.

PeopleImages/shutterstock.com

2 / Personalized Wellness and Anti-Aging

Consumers increasingly expect health and nutrition tailored to their unique needs. Genetic testing, microbiome analysis, wearable monitoring and even epigenetic tools are enabling individualized supplements, diets and wellness protocols.

Shaklee has done early work in customizing wellness based on user health metrics. And IDLife has long offered a DNA-based “Genetics Action Plan” (GAP Report) that provides personalized nutrition, fitness and lifestyle recommendations using one’s genetic profile. Herbalife is entering this space more deeply through its acquisition of Pro2col Health and Prüvit, along with a controlling interest in Link BioSciences, which will allow them to combine individual biometrics and supplement manufacturing to deliver personalized health, wellness and longevity protocols.

AI is now accelerating this trend, powering smarter analysis of genetic and biometric data to recommend more precise supplement stacks, nutrition plans and even anti-aging regimens. What once required expert interpretation is increasingly being automated, making personalized wellness scalable.

The bigger picture: Personalized wellness is tied directly to the booming anti-aging and longevity market—currently valued at more than $74 billion globally in 2024 and projected to nearly double to $144 billion by 2035. This growth reflects rising demand not just to feel better, but to live longer, healthier lives. As AI makes personalization more accessible, direct selling companies that simplify complex science into daily routines will be positioned to lead one of the largest wellness markets of the future.

3 / Test-Based Wellness Innovation

Consumers are shifting from “guess-based” to “test-based” wellness. Past efforts with DNA or microbiome kits saw limited adoption, but Zinzino has validated the category with its at-home blood testing and supplement model, now scaling across Europe and the US. Other players like Pro2col are also experimenting with similar approaches, signaling that test-based wellness is becoming a significant innovation trend.

The bigger picture: The global at-home diagnostics market was valued at about $45 billion in 2023 and is expected to grow past $80 billion by 2030. For direct selling, test-based wellness models represent a paradigm shift: measurable, personalized results replace generalized promises—tapping into consumer demand for both credibility and control.

4 / Telehealth and Prescriptions

Closely tied to test-based wellness, telehealth is expanding into prescription services, preventive care, anti-aging solutions and the fast-growing weight-loss market driven by GLP-1 therapies. OPTAVIA has partnered with LifeMD to provide clients and coaches access to GLP-1 medications, and EllieMD also offers GLP-1 and other prescriptions via telehealth. XMD Wellness by Xyngular provides GLP-1 prescriptions as part of its broader telehealth wellness strategy, integrating them with their existing nutraceuticals and physician-guided personalized peptide therapy. AI will increasingly guide diagnostics and treatment plans, strengthening the connection between personalized data and professional care.

The bigger picture: The global telehealth market was valued at more than $120 billion in 2023 and is projected to surpass $285 billion by 2030. For direct selling, the opportunity lies in blending this explosive growth with trusted, relationship-driven delivery—bringing accessible, science-backed services directly into homes.

5 / AI-Enhanced Skincare Product Solutions

Mary Kay, Beyond Beauty Club and Neora are proving how artificial intelligence can transform personalization in beauty. Mary Kay’s Skin Analyzer app uses facial recognition and AI algorithms to evaluate skin conditions and generate customized skincare and color recommendations.

At Beyond Beauty, launched in Europe in 2023, an AI-powered app provides customers a skin analysis, personalized report and tailored three-step regimen delivered through direct purchase.

And Neora has just launched Intelli-SKIN technology which uses AI to analyze a customer’s skin through a phone or computer facial scan. The tool then provides a personalized skin assessment that identifies concerns and then recommends a specific product regimen to address those needs.

This personalization in beauty mirrors the same consumer expectations shaping wellness and anti-aging, reinforcing that AI-driven customization is becoming the norm across categories. Others have and more will continue to join this trend.

The bigger picture: AI-enabled product solutions are reshaping consumer expectations, making personalization at scale no longer optional but essential. For direct selling, these innovations represent a chance to combine high-tech precision with human connection, delivering experiences that feel uniquely tailored while reinforcing the value of trusted customer relationships.

6 / AI-Enabled Coaching

Artificial intelligence is transforming how people are trained, onboarded and developed in direct selling. Instead of static training modules, AI-driven platforms can adapt in real time—analyzing performance, surfacing personalized prompts and delivering just-in-time coaching that keeps distributors engaged and productive.

From onboarding new recruits with individualized learning paths to providing experienced leaders with real-time sales insights, AI is embedding personalization into every aspect of field development. Just as consumers now expect tailored wellness solutions, distributors increasingly expect tailored support—making personalization a unifying force across both product and people development.

Nowsite, for example, offers coaching and personal development features that combine technical skill training (social posts, content, CRM, websites) with sales interaction coaching (AI support in conversations, next-action guidance) and behavioral habit formation (daily routines, onboarding, team/lead tracking). If you’re building a direct-selling business, these modules aim to raise both the “what you do” (actions) and the “how you do it” (mindset, consistency, interaction competence).

The bigger picture: AI-enabled coaching isn’t about replacing people—it’s about making every interaction smarter and more impactful. By accelerating skill development, strengthening retention and scaling personalized support, AI is reshaping the future of training and leadership in direct selling. Companies that adopt these tools will set the pace for performance, loyalty and long-term growth.

A Call to Innovate

Too many leaders today are contemplating how to cut budgets rather than how to fund innovation. R&D is often the first line item to shrink, when in fact it should be the last. Companies must be financially resourceful, yes—but starving the very thing that differentiates you is not strategy. It is surrender.

Our pioneers did not build this industry by playing it safe. They built it by imagining something new, defending it fiercely and teaching others to share it. The same choice faces every leader today.

On a recent episode of DSN’s Direct Approach podcast, Oliver Dibblee, President of Xyngular, referenced US Army General Eric Shinseki’s famous quote, “If you hate change, you’ll hate irrelevance even more.” Its pertinence for the current dynamics in our channel couldn’t be clearer.

So, I will leave you with these questions: How will you balance the current pressures of a rapidly evolving channel with a long-term vision that ensures relevance? How will you keep alive the spirit of ingenuity that made our channel what it is? And—most importantly—how will you innovate?

The past tells us what works. The present reminds us what’s at stake. And the future—our future—belongs to the innovators.

We are open to hearing about any innovations or trends we may have overlooked. Email us at editor@directsellingnews.com to share your thoughts.

Stuart Johnson, Founder & CEO, Direct Selling News has served the direct selling industry for nearly 40 years. His passion for the channel encompasses a broader commitment to build and connect the direct selling community through exclusive industry events such as Direct Selling University and the DSN Global Celebration. Stuart is arguably the most connected person in direct selling. He has built an impressive and growing network of executives, thought leaders, strategists and innovators. His advice and counsel are sought after by leaders throughout the channel.

From the January/February 2026 issue of Direct Selling News magazine.

ASEA Launches “Next-Level” Compensation Plan

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ASEA debuted its new compensation plan, ASEA One. The company called the new structure a “first-of-its-kind” compensation plan that is “designed to power the future of network marketing and create a clearer, more attainable path for its distributors at every stage.”

The new compensation structure will officially launch on January 24, 2026 across all 35 of ASEA’s markets and will be accompanied by new onboarding, training and digital tools to assist distributors, who ASEA announced will now formally be titled Brand Partners.

“This is about true partnership,” said Tai Tolman, ASEA Chief Revenue Officer. “When the company and the field understand each other’s roles and work together intentionally, it creates momentum that benefits everyone.”

The company stated that this new plan merges modern incentive design with leadership development and integrated field support, which it believes will better align rewards with habits and behaviors that build success.

“This isn’t just multi-level marketing. This is next-level marketing,” said Jarom Webb, Vice Chairman, founding executive and CEO of ASEA. “When so many companies in the industry are pausing, regrouping or pivoting, ASEA is doubling down and investing big in our Brand Partners and the industry. We are defining a next-level, modern-day entrepreneur opportunity.”

ASEA expects the compensation plan to emphasize predictability and skill development over structural advantage, saying ASEA One will “reinvent how network-based entrepreneurship can work at scale.” The compensation plan will combine multiple reward approaches with early-stage earning acceleration and an embedded “success framework” into one platform.

“Network marketing is a legacy industry trying to find its place in a modern-day, word-of-mouth sharing environment,” Webb said. “In order to evolve, we have to innovate, adapt and redefine. That is what ASEA is doing. That is ASEA ONE.”

Sunrider Wins at 2026 Veggie Awards

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Sunrider International was honored at the 2026 Veggie Awards, taking home a Silver Award in the Best Vegan Skincare category for its Kandesn Pure Bio Cellulose Mask. The UK-based program celebrates brands and products that are cruelty-free, plant-based and eco-conscious, and that combine ethical integrity with real-world performance.

“Winning a Silver Award at the Veggie Awards is an incredible honor,” said Sunny Beutler, Sunrider International CEO. “This recognition affirms our belief that vegan skincare can be both ethically crafted and highly effective. Kandesn Pure delivers visible results while upholding our uncompromising standards for sustainability, quality and clean, plant-based innovation.”

Sunrider’s Kandesn Pure Bio Cellulose Mask is biodegradable and infused with hyaluronic acid, niacinamide and botanical extracts and made from fermented coconut fruit extract to adhere like a second layer while it works to address fine lines and replenish the skin with long-lasting hydration.

“Being recognized by the Veggie Awards underscores the growing importance of clean, plant-based skincare in the industry,” Beutler said. “It inspires us to continue innovating with integrity, creating products that are not only effective but also aligned with our values of ethical practices and environmental responsibility.”