In an era when people are increasingly concerned about their skin and judged by their looks, not on the negative side of it, skincare companies are taking over their interests to build business empires. The number of skincare and cosmetic products in the market has more than doubled when compared to the last decade.

Skincare and beauty products being the most popular sector in the direct selling industry have seen drastic shifts in recent years fueled by competition, innovation and technology. According to the WFDSA global sales report 2021, the cosmetics and personal care industry alone contributed $45.6 billion to the global retail sales. The MLM skincare sector, rightly backed by advanced beauty and cosmetics platform, has been a major contributor to the growth of the direct selling industry.

The product range of these MLM skincare companies include products like moisturizers, toners, creams and lotions, and even essential oils. Catering to a global audience, these MLM skincare brands have established themselves successfully in the global marketplace other than their country of origin. Customers prefer buying skincare products from direct sales companies for the personalized services they offer.

The advent of AI and Machine Learning has given major transformational shifts to the way these companies sell their products. From virtual try-ons to virtual make-up rooms and shopping stores, these brands have leveraged innovation to meet the seamless competition in the market. One such innovation that earned tremendous attention in the industry is Suite 13TM launched by Mary Kay. With an intent to provide an out-of-the-world shopping experience for its customers, Mary Kay launched its virtual reality platform to introduce its visitors, customers, and independent consultants to the company and its product portfolio.

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Skincare companies are also providing personalized consultations and product demonstrations for its customers contributing to a customer-centric brand culture. The direct sales skin care companies have conquered the online market through social channels leveraging the potential of social selling. Brands with competent social selling strategies and smart influencers find it easy to attract customers in the competitive social space.

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Whatever strategies the companies adopt, what helps them stay in the market ultimately is the quality of their products, the loyalty of their distributors, and satisfaction of their customers. Hence, together with improving the quality of products companies should invest their time and efforts in satisfying their distributor interests and customer preferences.