DSN Global 100: Just 15 US Companies Account for Nearly 29% of Ranked Revenue

A smaller US field than the headlines suggest

The US trade publication Direct Selling News handed out its DSN Global 100 awards in Dallas in April 2026. In total, 59 companies from 16 countries disclosed their 2025 figures for the ranking, representing combined revenue of roughly 62.9 billion dollars.

Of those 59 companies, only 15 are headquartered in the United States. Their combined 2025 revenue came to approximately 18.11 billion dollars, or 28.8 percent of the total revenue captured by the ranking.

Measured against the roughly 43.4 billion dollars generated by the product-category companies alone, the US share rises to 41.8 percent. American firms make up about one third of the 43 listed product companies — a reminder that the United States remains a heavyweight in the channel without dominating the list numerically.

Two companies, two thirds of the US total

Amway, founded in 1959 in Ada, Michigan, and still family-owned today, reported 2025 revenue of 7.3 billion dollars and tops the global ranking.

Herbalife, headquartered in Los Angeles and listed on the New York Stock Exchange since 2004 (NYSE: HLF), posted 2025 revenue of 5 billion dollars and finished second.

Together the two companies account for 12.3 billion dollars — roughly 68 percent of the entire revenue reported by the US companies in the ranking. The concentration is underlined by the structure of the list itself: a gap of more than 3 billion dollars separates the leading group from the middle of the field.

Utah's presence and a newer entrant

Nu Skin, based in Provo, Utah (NYSE: NUS), placed eighth with revenue of 1.5 billion dollars. USANA, headquartered in Salt Lake City (NYSE: USNA), took ninth place with 925 million dollars.

Further down the table, LifeWave came in 13th with 581 million dollars. The company was founded in 2004 by David Schmidt and specialises in externally applied patch products.