The Colombian market has accelerated its industrial growth post the COVID-19 pandemic. Consumers have also changed their consumption patterns and companies have recognized the necessity to adapt themselves to these changes. According to recent WFDSA statistics, global market penetration of MLM Colombia also saw a noticeable boost, with rates climbing to 0.636%. Multi-level marketing in Colombia assumed more importance as a result. Multi-level marketing in Colombia assumed more importance. The Colombian businesses increased in number with people having the option to start businesses without the necessity of having a physical shop.
The MLM representatives promptly migrated to the direct selling channels by expanding their customer base and marketing services. The Colombian network market integrated offline channels like hypermarkets, wholesale/ retail stores, clothing stores and personal goods. In the past, the product portfolio of the multi-level companies was limited to kitchen and beauty products. However, today, the portfolio includes home, health and personal care products, as well as food and financial services, among others.
The Colombian MLM company's product line covers apparel, beauty and personal care products, health and dietary supplements, food and drink, home care products and more. Cosmetics & Personal Care MLM in Colombia maintained around 40% of the net sales in the country from 2015 to 2019. This category represented 45% of Colombian direct sales in 2023.
List of top MLM companies in Colombia in 2024
Colombia is steadily emerging as an evolving country vis-a-vis the direct selling market. With an annual growth rate of 20%, Colombia houses numerous thriving best MLM companies that are responsible for this substantial growth.
©
Epixel MLM Software
Source - DSA of Colombia
Data updated in August 2024
*The above list is subject to market changes and modifications.
Explore the global MLM leaders of 2024 with a comprehensive list of the top 100 MLM companies that are currently dominating the direct selling market.
Overview of MLM companies in Colombia
Here are the leading MLM companies in Colombia and the key factors shaping the future of the direct selling sector in the country:
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
The founders of Amway, Rich Devos and Jay Van Andel became friends in their school years in Michigan. However, they joined hands to found Amway that would change the business diaspora for good. They were just two guys from Ada, Michigan, USA who wanted to have a business of their own, as Rich Devos later declared. Amway business owners earn income by selling and recommending their products. They have an extensive range of personalized, healthy nutrition, beauty and home products for people to maintain a balanced and an active life. Today, Amway has become the Number 1 ‘direct selling company in the world’ and propagates the belief that “business ownership improves lives through personal achievement.”
Natura & Co.
CEO: Fabio Barbosa
Country: Brazil
Founding Year: 1969
Annual Revenue 2023: $5,300 million
Natura & Co.
CEO: Fabio Barbosa
Country: Brazil
Founding Year: 1969
Annual Revenue 2023: $5,300 million
Natura & Co. is a Brazilian personal care company founded by Antonio Luiz Seabra in 1969. It is based in São Paulo, Brazil and owns Natura Cosméticos, Aesop, The Body Shop and Avon. Natura promotes its eco-friendly image by using natural products and diligently works toward a sustainable environment and social support, among others. Its growth has made it one of the largest cosmetics companies and the 4th largest in the MLM beauty market. Natura & Co. continues to be a significant player in the beauty industry, balancing profitability and sustainability with a network market approach.
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
Herbalife Nutrition, is a significant player in the nutrition and wellness industry. It was founded in 1980 by Mark R. Hughes. The company network markets dietary supplements, protein supplements, personal care and sports nutrition. It is an MLM company in Colombia that is headquartered in Los Angeles.
Herbalife has digitally transformed its distributor network by providing technology, insights and knowledge that focuses on capturing consumer transaction data to enhance business growth. The company has consistently grown its revenue to over $5 billion annually.
Nu Skin
CEO: Ryan Napierski
Country: USA
Founding Year: 1984
Annual Revenue 2023: $1,970 million
Nu Skin
CEO: Ryan Napierski
Country: USA
Founding Year: 1984
Annual Revenue 2023: $1,970 million
Nu Skin Enterprises, Inc., one of the top MLM skincare companies, was founded by Blake Roney, Sandie Tillotson, and Steve Lund in 1984. Nu Skin began with a line of skincare products formulated with only natural ingredients, in keeping with its philosophy of creating products that offered "all of the good, none of the bad." This philosophy allowed Nu Skin to avoid unnecessary fillers and focus on quality.
It is an MLM company that develops and sells personal care products and nutritional supplements. Nu Skin has a distribution network of around 1.2 million independent distributors. Its network market under the Nu Skin and Pharmanex bSkin's maintains Nu Skin's presence in Colombia.
USANA
CEO: Kevin Guest
Country: USA
Founding Year: 1992
Annual Revenue 2023: $921 million
USANA
CEO: Kevin Guest
Country: USA
Founding Year: 1992
Annual Revenue 2023: $921 million
The company was founded by Dr. Myron Wentz, an internationally renowned microbiologist and an immunologist. He envisioned the world as a better and a healthier place and set out to find a superior nutrition system for nourishing the human body on the cellular level. Dr. Wentz created the company in 1992 when he discovered the inadequacy of nutritional supplements available in the market. USANA is an award winning, direct selling company in the health and wellness space. It is one of the few direct selling companies publicly trading on the NYSE.
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
Oriflame was founded in 1967 by brothers Jonas and Robert af Jochnick and their friend Bengt Hellsten. It is rooted in Swedish beauty and wellness traditions. Oriflame uses a combination of Swedish natural ingredients to produce high-quality skincare and wellness products. Its products are thoughtfully designed and developed based on the philosophy of performance, safety and responsibility.
The company follows a direct-selling model with independent consultants and entrepreneurs. It leads the global beauty market with its ethical practices of cruelty-free testing.
Belcorp
CEO: Érika Herrero
Country: Peru
Founding Year: 1968
Annual Revenue 2023: $780 million
Belcorp
CEO: Érika Herrero
Country: Peru
Founding Year: 1968
Annual Revenue 2023: $780 million
It was founded in 1968 by Eduardo Belmont Anderson. Headquartered in Peru, Belcorp is a leading MLM company that specializes in cosmetics. With over 50 years in direct sales, it operates three brands: L'Bel, Érika and Cyzone. The company supports a network of over 80,000 independent beauty consultants within its network market approach.
Belcorp has a strong presence in 14 countries, including Bolivia, Brazil, Colombia, Mexico and the United States, making it a global business entity in personal and beauty care products.
Omnilife
CEO: Deian Jones
Country: Mexico
Founding Year: 1991
Annual Revenue 2023: $633 million
Omnilife
CEO: Deian Jones
Country: Mexico
Founding Year: 1991
Annual Revenue 2023: $633 million
The company is a multi-level marketing company that sells dietary supplements. It is owned by Amaury Vergara. Omnilife takes forward its founder’s belief of including passionate and persuasive salespeople to sell the pursuit of health and vitality. The company deploys ‘empresarios’ to meet vendors face-to-face. They encourage people to discover themselves and help them with a program for human development and personal growth. The CEO of the company works to leave a mark on people and help them accomplish their dreams through financial independence.
Hy Cite Enterprises
CEO: Paulo Moledo
Country: USA
Founding Year: 1959
Annual Revenue 2023: $570 million
Hy Cite Enterprise
CEO: Paulo Moledo
Country: USA
Founding Year: 1959
Annual Revenue 2023: $570 million
Hy Cite is an MLM company that was founded in 1959. It was based on solid values that continue to guide the company today. The organization contributes to enriching lives, building lasting relationships and nurturing families with its MLM sales model. Its mission is to redefine the direct selling industry for the better. What began with Peter O. Johnson and a friend at the HOPE CHEST CLUB distributing Ekco Housewares has evolved into a legacy of corporate citizenship. Hy Cite supports humanitarian causes, focusing on nutrition, community involvement and Hispanic empowerment.
Yanbal International
CEO: Janine Belmont
Country: Peru
Founding Year: 1967
Annual Revenue 2023: $536 million
Yanbal International
CEO: Janine Belmont
Country: Peru
Founding Year: 1967
Annual Revenue 2023: $536 million
Yanbal, one of the top jewelry MLM companies, founded by brothers Fernando and Eduardo Belmont Anderson, gained international success in 1981, expanding to Colombia and Mexico. It develops and sells beauty, fashion and wellness products, which are monitored and managed closely to ensure top-notch quality and innovation.
Yanbal has been transforming lives through direct selling and multi-level marketing for over 45 years. It boasts of a network of over half a million independent consultants. Yanbal is a leading MLM company that has operated in 10 countries by 2018 and generated $895 million in revenue by 2021.
Multi-level marketing sector in Colombia
Direct selling and multi-level companies have grown, with Latin America becoming highly receptive to an expansion wave. Since the pandemic, the country has seen new network marketing companies and products commercialized through networks of people every subsequent year.
The annual data provided by the WFDSA (World Federation of Direct Selling Associations) reveals that Colombia has registered yearly sales greater than US $3.1 billion. This is the country with the highest growth rate in the region.
Colombia is a unique blend of culture and entrepreneurial spirit. It is no surprise that it has become a hotspot for MLM companies looking to expand their reach. You could be exploring the business potential of the MLM model or simply curious about the MLM industry in Colombia; understanding the top players in Colombia can provide valuable insights. This listicle explores the leading MLM companies that have impacted the Colombian business diaspora and its market.
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Conclusion
Colombians readily register for the multi-level marketing (MLM) sales model as a viable means of self-employment or supplementing their income. Infact, the Colombian direct selling industry recorded an annual growth rate of 8% in the past decade and generated nearly $3 billion in sales last year.
MLM offers a compelling entrepreneurial opportunity for those seeking financial stability. An impressive membership of 1.5 million individuals underscores its appeal, particularly in cosmetics and personal care. As the quest for financial security continues, MLM stands out as an attractive option for many Colombians navigating a landscape of moderate economic growth.
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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