For the amount of entrepreneurship and business innovations born out of the country each year, Japan could be considered synonymous with the word business. The hard-working, full of ideas, and ready-to-experiment population of Japan has taken MLM and direct selling business to a whole new level ever since the business was founded in Japan as early as the 1920s.
After the United States and China, Japan is one of the largest direct selling markets in the world with a major women participation in the business. The post-pandemic period though didn’t do much good to the Japanese MLM companies, they sure survived implementing new strategies and plans of action amidst the toughest market competition.
From MLM companies that were born in Japan to companies that have spread their wings to the country, the direct selling sector was kept alive and challenging despite tougher economic conditions. For their impeccable product quality and range of innovative products Japanese direct selling brands were seen expanding in the Asia Pacific region.
Of the many direct selling products and sub-categories in the Japan MLM industry, more than 60% of the sales in the country come from cosmetic and wellness products. The list below gives a clear picture of Japanese MLM trends and varying interests.
List of top MLM companies in Japan
Here’s the list of top direct selling companies in Japan and their revenue in the past years.
©
Epixel MLM Software
Source - businessforhome.org
Data updated in May 2024
*The above list is subject to market changes and modifications.
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The Pola network marketing company is the oldest one in the list and contributed $4.3 billion to Japanese MLM industry in 2023.
As evident as it is, Japanese aren’t lured by fancy sales figures or keen on fueling business for skyrocketing sales; rather, they invest their intelligence, time and energy in diversifying their business with novel products and expanding their businesses to borders.
Japan as a nation is a promise and a hope to the direct selling sector for its generations that are excelling in enhancing MLM businesses to newer dimensions.
Top 10 MLM companies in Japan
1. Pola
Founder : Shinobu Suzuki
CEO : Satoshi Suzuki
Products & Services : Skin care, cosmetics
Top Earners : N/A
Website : www.pola.co.jp
Achievements :
- Ranked #29 in 2024 DSN Global 100
- Pola wins the Best Basic Research Award at the 25th IFSCC Congress held in Barcelona, Spain
- Pola wins the Best Poster Award at the 27th IFSCC Congress held in Johannesburg, South Africa
2. Miki Corp.
Founder : Toshikazu Kadota
CEO : Jun Kadota
Products & Services : Food supplements, health
Top Earners : N/A
Website : www.mikiprune.co.jp
Achievements :
- Ranked #31 in 2024 DSN Global 100
3. For Days Co.
Founder : N/A
CEO : Keiko Wada
Products & Services : Dietary supplements, cosmetics
Top Earners : N/A
Website : www.fordays.jp
Achievements :
- Ranked #41 in 2024 DSN Global 100
4. Noevir
Founder : Hiroshi Okura
CEO : Takashi Okura
Products & Services : Skin care, body care, nutritional supplements, cosmetics
Top Earners : 21
Website : www.noevirusa.com
Achievements :
- Ranked #39 in 2024 DSN Global 100
- In April 2014, Noevir Co., Ltd. received the “Award of the Minister of Economy, Trade and Industry” under the Intellectual Property Achievement Awards program
5. Naturally Plus
Founder : Takaaki Nagoshi
CEO : Takaaki Nagoshi
Products & Services : Health & wellness
Top Earners : N/A
Website : www.naturally-plus.com
Achievements :
- Ranked #43 in 2024 DSN Global 100
- 2004 Awarded Gold Medal for First Consumption Brand, Taiwan
- 2006 Awarded Taiwan's Consumers' Association No. 1 Brand
6. Menard Cosmetics
Founder : Daisuke Nonogawa
CEO : N/A
Products & Services : Cosmetics, skin care, body care, fragrances
Top Earners : N/A
Website : www.menard-cosmetic.com
Achievements :
- Ranked #57 in 2017 DSN Global 100
- Menard's "Artificial Skin 3D Model" based on stem cell research won the "Grand Prize" at the "Japan BeautyTech Awards 2021"
7. BearCere Ju
Founder : N/A
CEO : N/A
Products & Services : Cosmetics, beauty care, cleaning agents
Top Earners : N/A
Website : www.bearcereju.com.hk/en
Achievements :
- Ranked #49 in 2024 DSN Global 100
8. JapanLife Co.
Founder : N/A
CEO : N/A
Products & Services : Magnetic therapy devices, beauty care, nutrition supplements
Top Earners : N/A
Website : www.japanlife-net.co.jp
Achievements :
- Ranked #64 in 2015 DSN Global 100
9. Assuran
Founder : N/A
CEO : N/A
Products & Services : Household, personal care
Top Earners : N/A
Website : www.assuran-info.com
Achievements :
- Ranked #57 in 2024 DSN Global 100
10. Naris Cosmetics
Founder : N/A
CEO : Hiroyoshi Muraoka
Products & Services : Skincare
Top Earners : N/A
Website : www.naris.co.jp
Achievements :
- Forbes Japan Woman Award 2018
Insights on MLM companies in Japan
Direct selling industry in Japan
According to WFDSA 2023 report, Japan is classified as a higher penetration market with 0.252% penetration rate.
The statistics also clearly portray how MLM in Japan is progressively moving towards increased sales and profit by focusing more on trending direct selling sectors like skincare and cosmetics, clothing, and accessories, home improvement, beverages, food stuff, etc.
On average, MLM Japan participation and involvement in the direct selling sector is highly commendable and it has over 2 million active individuals participating in the business across the country. That said, it is also important to highlight that of the total participants, 82% of the participation is constituted by women in the country and the rest 18% by men. This clearly depicts how Japan MLM is setting an example for women in the country to build their empires through direct selling businesses which is the ultimate opportunity to make earnings or to begin their own business ventures.
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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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