Known for their gastronomy, beaches, football, and port wine, Portugal is a country that is rich in culture and its hospitality. Home to over 17 UNESCO World Heritage Sites, Portugal is one of the top 20 most visited countries in the world. As a result, the country’s business landscape is fast evolving, considering the significant amount of economic growth that tourism, hospitality, and other related sectors drives in.
With international visitors and investors inpouring, Portugal has witnessed major developments in real estate, infrastructure, retail, and direct selling businesses over the last decade. The strategic location and rich cultural heritage of Portugal have helped the country emerge as a dynamic hub for global business, innovation, and trade, attracting entrepreneurs and business enthusiasts into the country.
Portugal’s annual retail sales for the year 2023 is $188 million according to the WFDSA report. Of which, 56% was generated from the wellness sector, and 38% from the cosmetics and personal care sector underlining the region’s increasing interest in the wellness and personal care range of products and their trust in direct selling brands and their products. Falling into the mid-penetration category, Portugal's market penetration rate is 0.065% as per the 2023 WFDSA report.
This blog is an analysis of how the MLM business scenario in Portugal is and top MLM companies contributing to the sector’s growth and success in the region.
List of top network marketing companies in Portugal
An insight into the list of top MLM companies in Portugal and their revenue high-lows in the recent past.
©
Epixel MLM Software
Source - Portuguese DSA
Data updated in September 2024
*The above list is subject to market changes and modifications.
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Top Portuguese MLM companies and their recent growth graph
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
Known for their robust business strategies, growth lessons and innovations, Amway is a direct selling business with 65 years of legacy in the industry. With their range of nutrition, personal care, beauty and home care products, the industry’s annual revenue as of 2023 is $7700 million.
With its distributor base running into millions, Amway’s presence in the Portuguese MLM industry is so rigid that it is one of the region’s oldest, highest revenue-yielding brand in the region. A clear example of how innovative and progressive the brand’s strategies are ahead of competition and have the ability to adapt to changing market trends and customer preferences.
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
With a legacy that is as old as 40 years, distributor base as strong as 2 million, and a robust network spanning over 90 countries, Herbalife is a network marketing business with a revenue of $5,100 million as of 2023.
Herbalife’s result-oriented range of wellness and nutrition, weight management, fitness, daily nutrition, and skin and body care products have created quite a stir in the Portuguese direct selling market inspiring young entrepreneurs to venture into the industry.
As much as Herbalife focuses on innovation, it also supports and endorses sustainability so much that their philanthropic activities are mostly around contributing to sustainable tomorrows or building planet-friendly business solutions.
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
Founded in 1967, Oriflame ventured into the Portugal MLM industry with its range of skincare, make-up, and wellness products. With its deep-rooted strategies, focus on innovation, and customer-centricity, Oriflame has maintained its leadership position in the market despite diverse product lines and brands invading the market of late.
Oriflame has given network marketing Portugal a new face with its commitment to empowering distributors through meticulous training, continued support, and timely incentives. The brand continues to be one of the dominant forces in the Portuguese MLM sector with its stringent strategies that can outpace their competitors.
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
Yet another oldest of MLM businesses Mary Kay was founded in the United States in the year 1963. The brand ventured into the Portuguese MLM industry identifying the region’s affinity towards skincare and beauty products.
Mary Kay’s presence in the Portugal network marketing industry is so strong that the brand involves in empowering women in the region through their charity and humanitarian drives, and by providing women from diverse knowledge backgrounds an opportunity to become Mary Kay distributors and become financially independent. Although the brand envisions its future beyond sales figures and numbers, Mary Kay’s annual revenue as of 2023 is $1,800 million.
LR Health & Beauty
CEO: Andreas Laabs
Country: Germany
Founding Year: 1985
Annual Revenue 2023: $302 million
LR Health & Beauty
CEO: Andreas Laabs
Country: Germany
Founding Year: 1985
Annual Revenue 2023: $302 million
Founded in Germany in the year 1985, LR Health & Beauty is one of the largest direct selling businesses in the Portugal region with a diverse product portfolio ranging from nutraceuticals to perfumes, anti-aging cosmetics, and ingenious beauty gadgets.
Having spread its reach to over 30 countries, LR made a strong impact in the Portuguese direct selling arena with its prime motto of delivering more quality to customer lives. The brand also has a huge distributor base that is empowered by knowledge-enriching skills, and training.
LumiVitae
CEO: Taryn Lee
Country: Portugal
Founding Year: 2023
Annual Revenue 2023: $1 million
LumiVitae
CEO: Taryn Lee
Country: Portugal
Founding Year: 2023
Annual Revenue 2023: $1 million
Lumivitae is a Portugal-based direct selling business with its product line focusing on hydrogen water bottles that is designed to redefine hydration and well-being. With over 15 years of expertise in this unique direct selling business category, LumiVitae’s CellPower hydrogen water bottles are engineered to produce water enriched with bioavailable molecular hydrogen.
LumiVitae’s range of products are hydrogen-powered water bottles with molecular hydrogen properties. The brand, with its strong research base of over 2000 scientific studies have emerged as a game changer in the Portuguese direct selling industry.
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Innovation is synonymous with Portugal, and the impact that the region has on the direct selling industry is beyond compare. The region’s forward-thinking and growth-centered vision has fueled the business capabilities of every direct selling brand operation from the region. From digital transformation to sustainability and customer-first business approaches, Portugal has been a fertile land for direct selling businesses to thrive and position themselves as leaders in this rapidly evolving business scenario.
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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