Model Shifts, Legislative Setbacks and Global Expansion: Direct Selling's Week in Review
From Green Compass abandoning multi-level marketing for a direct-to-consumer structure to the collapse of Delaware's HB 162, the direct selling sector is navigating a period of structural and regulatory change. Meanwhile, rankings, sustainability tools and new offices point to continued commercial activity across the channel.
Green Compass Drops MLM Structure
Green Compass has announced that it is changing its business model, moving away from multi-level marketing (MLM) toward a direct-to-consumer approach.
Under the new structure, the company will operate through an affiliate network, with an emphasis on online content creation. The shift places Green Compass among the companies re-examining how compensation and distribution are organized in a channel where social media has become a central selling environment.
Delaware Bill Stalls as DSA Pledges Continued Engagement
The Direct Selling Association (DSA) issued a statement on its ongoing consumer protection efforts after Delaware's HB 162 failed to advance.
DSA member companies, including Amway, Plexus Worldwide and Mary Kay Inc., had worked with lawmakers on amendments to HB 162. According to the association, the proposal as drafted would still permit commissions tied to recruitment.
Dave Grimaldi, President and CEO of the DSA, commented on the process, highlighting the roles played by Representative Melanie Ross Levin and Senator Stephanie Hansen.
Governance was also on the agenda elsewhere: law firm Dorsey & Whitney LLP and the DSA co-hosted a webinar titled 'Direct Selling and Good Governance 2026', focused on best practices in board oversight and compliance. Participants included Troy Keller, Chris Martinez and Dave Grimaldi.
Nine Direct Sellers Land on Happi's Top 50
Trade publication Happi has released its list of the top 50 U.S. household and personal products companies, with nine direct selling firms represented.
The companies on the list are Amway (#12), Mary Kay Inc. (#13), doTERRA (#19), Neora (#21), Young Living (#23), Melaleuca (#29), Nu Skin (#36), MONAT Global (#43) and Scentsy (#47).
The ranking is based on reported or estimated company revenue. Amway, Mary Kay, Nu Skin and Neora improved their positions compared with the 2025 edition of the list.
Sustainability Tools, New Offices and Product Launches
Natura has launched The Future P&L, a free ESG impact measurement platform open to companies in any industry. The tool is built on the integrated profit and loss (iP&L) methodology Natura has used since 2021, under which every R$1 of revenue is estimated to generate R$2.70 in net social value. The company has stated a goal of becoming 100 percent regenerative by 2050.
On the expansion front, PM-International opened new offices in Tokyo, Japan, while 4Life opened a new office in Villahermosa, in the Mexican state of Tabasco.
In products, Coway marked its 20th anniversary with a new multi-door refrigerator series featuring four temperature zones, launching first in the Malaysian market. EllieMD introduced a new hormone replacement therapy (HRT) product line, aimed at a U.S. audience the company describes as more than 50 million women experiencing menopause symptoms. Beneve, meanwhile, announced a rebrand involving new packaging, a narrowed product portfolio and strategic investments.
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