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 Kazakhstan
Amway Kazakhstan
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.
Country: USA
Website: www.amway.com
Top Earners: 11
Products & Services: Business/Commercial, Health/Fitness/Wellness, Home Technology, Homecare, Nutritional Supplements, Personal Care
Founder: Jay Van Andel & Richard DeVos
CEO: Michael Nelson
Year Founded: 1959
Headquarters: Ada, Michigan, USA
Achievements:
- Achieved the #1 ranking in the 2024 DSN Global 100 list
- Honored with the Asia Pacific (APAC) Competitive Strategy Leadership Award in 2022
- Amway's Nutrilite and eSpring were acknowledged as the Most Trusted Brands of 2022
Herbalife
Herbalife
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.
Country: USA
Website: www.herbalife.com
Top Earners: 10
Products & Services: Personal Care & Wellness,Food & Beverage, Cosmetics
Founder: Mark R. Hughes
CEO: Michael O. Johnson
Year Founded: 1980
Headquarters: Los Angeles, California, USA
Achievements:
- Ranked #3 on the DSN Global 100 list for 2024
- Earned a Guinness World Records™ title for the 2024 Global Workout Event
- Honored with the Excellence in Business Award from the Direct Selling Association
Forever Living Products
Forever Living Products
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.
Country: USA
Website: www.foreverliving.com
Top Earners: 16
Products & Services: Cosmetics, personal care
Founder: Rex Maughan
CEO: Gregg Maughan
Year Founded: 1978
Headquarters: Scottsdale, Arizona, United States
Achievements:
- Secured the 2023 Global Green Beauty Awards
- Earned the 2023 Nourish Awards
- Recognized as the winner of the SITE Crystal Award in 2022
Mary Kay
Mary Kay
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.
Country: USA
Website: www.marykay.com
Top Earners: 10
Products & Services: Cosmetics, personal care
Founder: Mary Kay Ash
CEO: Ryan Rogers
Year Founded: 1963
Headquarters: Dallas, Texas, United States
Achievements:
- Awarded the 2024 Bravo Global Good Award
- Named one of America's Best Midsize Employers 2022 by Forbes
- Recognized by Deloitte as one of the 2022 US Best Managed Companies for Mary Kay
Oriflame
Oriflame
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.
Country: Sweden
Website: www.oriflame.com/
Top Earners: NA
Products & Services: Beauty and personal care products
Founder: Jonas af Jochnick , Robert af Jochnick
CEO: Anna Malmhake
Year Founded: 1967
Headquarters: Schaffhausen, Switzerland, Europe
Achievements:
- Ranked #19 in DSN Global 100 2024
Tiens
Tiens
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.
Country: China
Website: www.tiens.com/
Top Earners: NA
Products & Services: Health food, Beauty and personal care products, Household items
Founder: Li Jinyuan
CEO: Li Jinyuan
Year Founded: 1995
Headquarters: Tianjin, China
Achievements:
- Honored with the "Influential Person of the Year 2024" Award
Faberlic
Faberlic
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.
Country: Russia
Website: www.faberlic.com/
Top Earners: NA
Products & Services: Health
Founder: Alexey Nechaev
CEO: Alexey Nechaev
Year Founded: 1997
Headquarters: Moscow, Russia
Achievements:
- Ranked #33 in DSN Global 100 2024
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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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