Long before “purpose-driven business” became a corporate catchphrase, direct selling companies understood the value of investing in people. At its best, the channel creates entrepreneurs, develops leaders and builds communities. In an era defined by economic uncertainty, social isolation and declining institutional trust, those strengths are becoming increasingly valuable—not just culturally, but strategically.

Innovation has been the heartbeat of direct selling for more than 150 years. It is what transformed a door-to-door book business into a $200 billion global industry that now spans wellness, beauty, home, energy, real estate, financial services and travel. And it is what must carry us forward again.

We asked companies of all shapes and sizes to nominate the young corporate standouts who are poised to become the next generation of legendary direct selling executives. We were incredibly impressed with the achievements, ambitions and abilities of the nominees. And, after meeting them, we believe the future of the channel is in very good hands. Congratulations to the 2025 DSN 40 under 40!

As we celebrate 20 years of innovations and insights, we take a look back on a few of DSN’s most important milestones. And, we asked industry leaders and legends to share how past evolutions and current opportunities are shaping the future of the industry.

The heartaches suffered, hurdles cleared and groundwork laid by direct selling’s extraordinary founding sisters are but one turn of a spinning wheel of inspiration. The next empowering turn comes from the bold, creative and tenacious spirits of these 35 current day female founders, whose modern leadership and vision reflects many of the ideals and principles of their predecessors.

SeneGence marked its 20th year in 2019 by navigating an intense season of explosive growth, only to be followed by the challenges of a global pandemic. Now, as the dust of massive expansion and logistical maneuvering settles, SeneGence is stronger than ever and ready to take on the world.

The SeneGence 2022 Leaders Conference and Awards highlighted the importance of philanthropy through group volunteer efforts and donations.

The pandemic abruptly changed how and where employees did their jobs. Working from home—a long-standing staple within the direct selling distributor field—became the new norm for many corporations.

SeneGence and The Make Sense Foundation have partnered with Royal SeneGence Distributor Audrey Salberg to create a “Gloss That Gives!” LipSense shade.

SeneGence, inspired by its partnership with Miss USA, developed the new Miss USA LipSense Duo, a pink-mauve shade of matte LipSense and tinted gloss.

SeneGence hosted distributors, their families and staff at SeneStar, the company’s annual incentive trip events located in Mexico and Turks and Caicos.

The multi-day educational event offered new insight and strategies for connecting with a rapidly evolving market.