The Indonesia has a heterogeneously vibrant culture that encourages entrepreneurial spirit. Here, relationships are built on mutual trust, and this becomes the cornerstone of a successful business. It has all the characteristics of a perfect market for the direct selling industry. Indonesia has one of the largest populations in the Asia-pacific region with a young population remaining largely unemployed.
No wonder then, that the country has newly joined the club of ‘Direct Selling Billion Dollar Markets’. The industry has grown at 11.3% CAGR with consistent advance. According to WFDSA 2023 report, Indonesian direct sales industry generated $1281 million in retail sales with a salesforce of 8,065,000. Indonesia is also one of te mid-penetration markets with 0.093% penetration rate. Major international companies have been able to capture a wide consumer base here with their omni channel strategies that emphasize direct selling. The sectors that have prospered on the country’s geographical conditions (18307 islands) and social aspects include health and wellness, beauty and personal care, household goods, fashion and accessories, technology and gadgets.
In this blog we look at the top ten network marketing companies who have developed a very competitive direct selling channel in Indonesia.
List of the top direct sales companies in Indonesia
To succeed as an MLM business in Indonesia, it is important to develop custom selling strategies, to engage the market. MLM companies in Indonesia adhered to creative selling ideas to capture the global direct selling retail market, and generate a revenue of $1424 million in 2022. Indonesia offers a fertile ground for multi-level marketing businesses to flourish. Following are the top MLM companies in Indonesia:
©
Epixel MLM Software
Source - Indonesian Direct Selling Association
Data updated in September 2024
*The above list is subject to market changes and modifications.
Get more ideas about the revenue, growth and success of the top 100 MLM companies in 2024.
Overview of the top MLM companies in Indonesia
Amway
Amway
In 1959, visionary friends Jay Van Andel and Rich Devos revolutionized the direct sales landscape with Amway. It became a pioneering company to empower entrepreneurs through decentralization. Amway with its diverse portfolio of nutrition, beauty and home products, has become a global leader of the MLM industry. It accumulated a revenue of $8100 million in 2022 and $7700million in 2023, showing a decline of -5%. The company shows its commitment to a greener future by strictly following eco-friendly manufacturing ethics.
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:
- Ranked as the #1 company in the 2024 DSN Global 100
- Received the Asia Pacific (APAC) Competitive Strategy Leadership Award in 2022
- Nutrilite and eSpring by Amway were recognized as the Most Trusted Brands of 2022
Herbalife
Herbalife
Herbalife was founded by Mark R. Hughes in 1980. It has since then evolved as a premier global MLM company. It specializes in dietary supplements, personal care products and sports nutrition. The company has supported its distributor network through digital transformation. It has used data-driven insights and consumer transaction data to optimize its business workflow resulting in a revenue of $5200 million in 2022 and $5100 million in 2023, showing a decline of -2%. The company’s approach has solidified its position as a leader in the nutrition and wellness industry.
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
PM International
PM International
The company’s founder and CEO Rolf Sorg asserts that behind every great achievement stands a dream that has become reality. His dream became a reality in 1993. PM International’s vision was to lead international distribution for premium health, fitness and beauty products. Headquartered in Luxembourg, it has distribution partners in over forty countries. Its revenue reached $2550 million in 2022 and $3030 million in 2023 and currently ranks eighth in the top hundred network marketing companies. The retail distribution system chosen by the company relies on direct contact with the consumer through self-employed people; giving a thrust to MLM in Indonesia.
Country: Luxembourg
Website: www.pm-international.com/en/
Top Earners: 119
Products & Services: Food supplements, Cosmetics
Founder: Rolf Sorg
CEO: Rolf Sorg
Year Founded: 1993
Headquarters: Schengen , Luxembourg
Achievements:
- Ranked #6 in 2024 DSN Global 100
- Received the International Bravo Growth Award 2024
- Recognized for the Highest international growth in 2022
Coway
Coway
The company has been ‘advancing wellness’ since 1989 when it was founded by Yoon Seok-Keum of the Woongjin Group. It is currently led by the CEO Jangwon Seo. Coway is a Korean company that manufactures and sells household appliances including air purifiers, water filtration devices, bidets, mattresses and massage chairs. Coway’s marketing model is based on direct selling and participates in the growth of MLM industry in Indonesia. It has steadily grown its revenue to $2900 million in 2022 and 2023. Coway has been internationally recognized for its reliability, high quality products and excellent services.
Country: South Korea
Website: www.cowayir.co.kr
Top Earners: NA
Products & Services: Household appliances, Air purifiers
Founder: Yoon Seok-keum
CEO: Seo Jang-won
Year Founded: 1989
Headquarters: Gongju, South Korea
Achievements:
- Ranked #8 in 2024 DSN Global 100
- Recipient of Red Dot Design Award
- Recipient of IF Design Award, and the IDEA (International Design Excellence Award)
Young Living
Young Living
Donald Gary Young and Mary Young set up their first organic herb farming and distillation operation in 1993. That marked the beginning of the Young Living community. It was Mary’s experience in the direct selling industry that helped them establish a business like Young Living. Young Living sells pure essential oils to the global population. Young Living employs an MLM model within the direct sales sector, recruiting thousands of distributors to sell directly to the consumers. It achieved a revenue of $2000million in 2022 which remained the same in 2023.
Country: USA
Website: www.youngliving.com/
Top Earners: 72
Products & Services: Cosmetics, Essential Oils, Haircare, Health/Fitness/Wellness, Nutritional Supplements, Personal Care
Founder: Donald Gary Young
CEO: Mary Young
Year Founded: 1993
Headquarters: Lehi, Utah, USA
Achievements:
- Received the Direct Selling Association (DSA) Award for Excellence in the Sales and Marketing Campaign category
- Awarded the 2023 Green Business Award
- Recognized with the GOLD STEVIE® Company of the Year Award 2022 by the International Business Awards
Nu Skin
Nu Skin
Nu Skin has pioneered a distinctive business model combining premium products with compelling global opportunity. Founded in 1984 by Blake Roney, Sandy Tillotson, and Steve Lund the company has revolutionized personal care with its “all of the good, none of the bad” philosophy. As a leading global MLM company, Nu Skin boasts a network of 1.2 million independent distributors. They form the direct selling distribution for personal care products and nutritional supplements. Nu Skin has a growing MLM presence within the direct selling sector of Indonesia. Its EmpowerMe Strategy has helped it grow across the markets. Nu Skin has recorded a revenue of $2230 million in 2022 and $1970 million in 2023 recording a decline of -12%.
Country: USA
Website: www.nuskin.com
Top Earners: 68
Products & Services: Personal care and dietary supplements
Founder: Blake Roney, Steven Lund, Sandra Tillotson
CEO: Ryan Napierski
Year Founded: 1984
Headquarters: Provo, Utah, United States
Achievements:
- Ranked #11 in 2024 DSN Global 100
- Received the Direct Selling Association (DSA) Award for Product Innovation
- Honored with the 2024 BIG Innovation Award for Nu Skin's ageLOC® WellSpa iO®
Atomy
Atomy
The company’s founder Han-Gill Park discovered that consumer-centered management is far more effective than membership-centered. By implementing techniques of direct sales, he started Atomy in 2009. It has an exclusive product line that includes skincare, healthcare, home-based, food-based and fashion. The company follows consumer-oriented multi-level marketing methods to sell high quality products at the lowest possible price. With this approach it has been able to achieve a revenue of $1540 million in 2022 and $1710 million in 2023 showing a growth rate of 11%.
Country: South Korea
Website: https://global.atomy.com/
Top Earners: NA
Products & Services: Health and wellness, Beauty
Founder: Han-Gill Park
CEO: Han-Gill Park
Year Founded: 2009
Headquarters: Gongju-si, Chungcheongnam-do, Republic of Korea
Achievements:
- Ranked #12 in 2024 DSN Global 100
- Received the Minister of Commerce, Industry and Energy Award for ESG Report
USANA
USANA
The company’s growth strategy focuses on increasing the number of associates and preferred customers for their high quality nutritional supplements, healthy foods and personal care products. The company’s founder Myron Wentz, a visionary, scientist and an entrepreneur founded USANA in 1992 for providing optimal cellular nutrition to maintain long term health. Under the aegis of its founder the company has become an award winning direct sales company in the health and wellness space. With a revenue of $999 million in 2022 and $921 million in 2023, USANA is one of the few direct selling companies to be traded on NYSE.
Country: USA
Website: www.usana.com/
Top Earners: 35
Products & Services: Nutritional Supplements, Skincare, Protein Powders, Shakes & Bars
Founder: Myron Wentz, Ph.
CEO: Jim Brown
Year Founded: 1992
Headquarters: Salt Lake City, Utah, USA
Achievements:
- Ranked #18 on the DSN Global 100 list for 2024
- Won five awards in the Best of State Awards
- Won the Malaysia Management Excellence Awards 2024
DXN Global
DXN Global
The company’s philosophy is to provide high quality products at low prices. Its founder Datuk Lim Siow Jin set up the company in 1993 to help people utilize the benefits of Ganoderma - a miracle herb (mushroom). He asserts that the philosophy is ideal for direct selling. The core business activities of DXN include cultivation of Ganoderma, manufacturing and marketing of health food supplements. Since its inception the company has upheld its motto of “One Dragon, One World, One Market and One Mind.” Their approach has helped them reach a revenue of $902 million in 2022, maintaining the same in 2023.
Country: USA
Website: www.dxnusa.com/
Top Earners: 33
Products & Services: Coffee/Tea/Specialty Beverages, Cosmetics, Health/Fitness/Wellness, Nutritional Supplements, Personal Care, Skincare
Founder: Datuk Lim Siow Jin
CEO: Shalini Lagrutta
Year Founded: 1993
Headquarters: Alor Setar, Malaysia
Achievements:
- Awarded the Best Direct Selling Company (Global)
- Award in the Domestic Trade Award (APDN 2020)
Oriflame
Oriflame
The company is a vibrant, people-powered community that combines wellness and beauty with an entrepreneurial spirit. It sells its products in over 60 countries through direct selling. Founded in 1967 by brothers Jonas af Jochnick along with Bengt Hellsten the company has been driven by a passion for natural, high quality products that prioritize performance, safety and responsibility. As a global beauty market leader, Oriflame is renowned for its commitment to ethical practices. With a tagline of ‘Your Dream–Our Inspiration’ the company achieved a revenue of $989 million in 2022 and $811 million showing a decline of -18%.
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
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Direct selling in Indonesia by product category
The leading product category in the Indonesia direct sales market is health and wellness with 68% in retail sales contribution. Cosmetics and personal care seconds the list with 23% followed by clothing and accessories and household goods and durables at 3%. The Indonesian direct sales market also hosts foodstuff and beverages and home care products.
The MLM industry in Indonesia holds a wide range of companies that offer innovative products and better opportunities for aspiring entrepreneurs. The MLM industry continues to grow in the country, so do the opportunities. The Indonesian MLM industry is all set to witness many more major players entering the market with innovative products and reliable income 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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