Kazakhstan is one of the wealthiest countries among the Central Asian republics. It is the largest landlocked country in the world, located partly in Europe and Central Asia. Kazakhstan shares a border with Russia, China, Kyrgyzstan, Uzbekistan, and Turkmenistan, and has a coastline along the Caspian Sea. This makes Kazakhstan a strategic location for businesses to export their goods and expand to newer zones.
Kazakhstan MLM sector has been widely growing with the region’s young and dynamic population coupled with a rising middle class. The region’s regulated framework for direct selling ensures ethical business practices and customer protection.
Popular direct selling business categories in the region are beauty and cosmetics, wellness products, household items, and personal care products. Direct selling in Kazakhstan is evolving, with opportunities for local and international companies to tap into the country's expanding consumer base.
List of top network marketing companies in Kazakhstan
A snapshot of Kazakhstan’s leading MLM companies and their revenue highs and lows in the past year.
©
Epixel MLM Software
Source - Direct sales association Norway
Data updated in October 2024
*The above list is subject to market changes and modifications.
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Top Kazakhstan MLM companies and their growth trajectory
Amway
CEO: Milind Pant
Country: USA
Founding Year: 1959
Annual Revenue 2023: $7,700 million
Amway
CEO: Milind Pant
Country: USA
Founding Year: 1959
Annual Revenue 2023: $7,700 million
A global leader in the direct selling industry, Amway Kazakhstan holds a notable position in the MLM landscape. Known for its range of health, beauty, personal, and home care products, the brand spread its wings across the country through its independent sales representatives also known as ABOs or Amway Business Owners.
Despite the increasing competitiveness and varying market trends, the brand embraced digital platforms to stay focused on customer interests, changing market trends, and scope for expanding the business. Amway is a significant player in the Kazakhstan market for the income opportunities it offers and its diverse product varieties, as a result, the brand had its annual revenue at $7700 million in the year 2023.
Herbalife
CEO: Michael O. Johnson
Country: USA
Founding Year: 1980
Annual Revenue 2023: $5,100 million
Herbalife
CEO: Michael O. Johnson
Country: USA
Founding Year: 1980
Annual Revenue 2023: $5,100 million
A leading direct selling nutrition brand, Herbalife was founded in the year 1980 with its headquarters in the United States. Herbalife rooted its presence strong in Kazakhstan with its wide range of weight management, personal care, and wellness products. The region’s growing interest in healthy living and wellness, helped the brand grow in Kazakhstan through their independent distributors.
Herbalife integrates community-driven marketing strategies like fitness challenges and wellness programs to keep their distributor force engaged and reach a wider range of customers. These strategies have led the brand to achieve an annual revenue of $5100 million in 2023.
Forever Living Products
CEO: Gregg Maughan
Country: USA
Founding Year: 1978
Annual Revenue 2023: $1,800 million
Forever Living Products
CEO: Gregg Maughan
Country: USA
Founding Year: 1978
Annual Revenue 2023: $1,800 million
Known for its aloe vera-based health and wellness products, Forever Living is a direct selling brand founded in the year 1978 in the United States. Their natural range of products is widely accepted by beauty and health-conscious customers in Kazakhstan.
The brand’s commitment to providing high-quality natural products to its customers fueled Forever Living Products’ growth in the region. Despite newer brands coming in and increasing competition, the brand’s robust business strategies helped them maintain their annual revenue at $1800 million in both 2022 and 2023.
Mary Kay
CEO: Ryan Rogers
Country: USA
Founding Year: 1963
Annual Revenue 2023: $1,800 million
Mary Kay
CEO: Ryan Rogers
Country: USA
Founding Year: 1963
Annual Revenue 2023: $1,800 million
A world-class direct selling skincare and cosmetics brand, Mary Kay was founded in the year 1963. The brand’s direct selling model resonating well with the Kazakhstan customers and beauty enthusiasts helped the brand create a strong presence in the region. As much as their line of beauty and makeup products and fragrances have gained prominence in the market, Mary Kay’s philanthropic efforts to empower women are also widely recognized.
With a strong ecommerce and digital media presence in Kazakhstan, Mary Kay has altered their business strategies embracing these techniques to stay in constant contact with customers and expand their network.
Oriflame
CEO: Anna Malmhake
Country: USA
Founding Year: 1967
Annual Revenue 2023: $811 million
Oriflame
CEO: Anna Malmhake
Country: USA
Founding Year: 1967
Annual Revenue 2023: $811 million
The Swedish direct selling beauty and cosmetics business, Oriflame was founded in the year 1967 focusing on delivering high-quality formulations for customers across the globe. Oriflame became a go-to brand for Kazakhstanis for their brand objectives and product lines that resonate with the region’s trends and preferences.
Kazakhstan staying up to date with changing digital trends and embracing technological advancements had the brand having its annual revenue at $811 million in 2023. The brand’s objective of developing eco-friendly products and sustainable business practices improved brand credibility and trustworthiness in the country.
Tiens
CEO: Li Jinyuan
Country: China
Founding Year: 1995
Annual Revenue 2023: $435 million
Tiens
CEO: Li Jinyuan
Country: China
Founding Year: 1995
Annual Revenue 2023: $435 million
The Chinese direct selling health and wellness brand Tiens was founded in the year 1995 focusing on selling natural and traditional Chinese medicines-based wellness products. Tiens gained prominence in the Kazakhstan region for their product formulations combining traditional and modern wellness science.
Tiens' entrepreneurial and earning opportunities have welcomed many Kazakhstanis to join the brand and unleash the financial freedom that the direct selling sector provides. The brand, despite varying business conditions and customer interests, kept its annual revenue steady at $435 million in both 2022 and 2023.
Faberlic
CEO: Alexey Gennadievich Nechayev
Country: Russia
Founding Year: 1997
Annual Revenue 2023: $346 million
Faberlic
CEO: Alexey Gennadievich Nechayev
Country: Russia
Founding Year: 1997
Annual Revenue 2023: $346 million
Known for its range of beauty, skincare, personal care, and home care products, Faberlic, the Russian direct selling brand came into existence in the year 1997. Their oxygen-based skincare products were well-received in Kazakhstan for their innovation and effectiveness. The region’s focus on supporting affordable and result-oriented brands paved the way for many direct selling brands including Faberlic’s success and growth in Kazakhstan.
Kazakhstan’s growing interest in beauty and personal care is a promise for brands in the category to innovate and introduce sustainable solutions to changing customer needs.
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Direct selling in Kazakhstan – Category wise sales
According to the WFDSA 2023 report, Kazakhstan has 1,747,228 independent distributors whose contribution resulted in a total sale of $708 million. Following the global trend, the region made 45% of its total sales from health and wellness products, followed by 37% from cosmetics and personal care, 8% from household goods and durables, 5% from home care, and 1% from clothing and accessories.
Kazakhstan showed a 30.4% annual change in growth percentage and a 22.5% growth in three-year CAGR, one of the highest figures in the Asia Pacific region. These figures are a clear depiction of the region’s strong growth potential and increasing appeal for businesses to focus on the Kazakh market and its emerging business opportunities.
Considering the strategic placement of the region, and its openness in accepting innovative and cost-efficient products is sure to bring in more direct selling brands into Kazakhstan in no time. The benchmarks set by existing brands in the country in terms of quality, effectiveness, and affordability are all set to weave to a competitive landscape encouraging young or veteran brands to drive growth and expand the region’s business opportunities.
Disclaimer: Epixel neither promotes nor supports any of the companies mentioned in this article nor their products or services. The facts published here are represented as reported in the direct selling industry. The facts don't reflect our priorities. The article was compiled based on available resources and does not represent special mentions or priorities to organizations, persons, or products.
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