Top Direct Selling Brands Thriving in California’s Unique Market

1. doTERRA

doTERRA is a Utah-based essential oils MLM company, founded in 2008. While its global headquarters remain in Pleasant Grove, Utah, the brand enjoys a vibrant presence in California.

California is a haven for yoga retreats and holistic wellness communities, which makes it a perfect market for essential oils. Also, all doTERRA products are Certified Pure Tested Grade (CPTG), which further adds to the brand’s appeal.

This strong product positioning has attracted a loyal customer base. Additionally, the company has managed to build an active and supportive community of individuals who are passionate about natural wellness.

This sense of community is a major draw for distributors, which forms the backbone of doTERRA’s business model; relationship building, education, and trust prevail over sales.

That’s the reason many of the doTERRA top earners have reached the top position by cultivating and nurturing long-term relationships with their customers and building huge teams.

Also, doTERRA’s business plan further promotes long-term engagement. Along with a straight 25% of retail profits, wellness advocates can earn team-building bonuses of up to $1,250.

doTERRA’s six leadership pools encourage retention through loyalty rewards. This focus on depth rather than just width has worked well for the brand by attracting serious business builders.

If you are looking for success among the top MLM companies in California, doTERRA offers valuable insights.

• Make sure your products are of high quality.

• Focus on building a community around your brand.

• Create a compensation plan that rewards long-term engagement.

This will help you attract committed distributors and build a sustainable business.

2. Nu Skin

Nu Skin MLM is a global wellness and beauty MLM brand with its headquarters in Provo, Utah. The brand’s range of anti-aging solutions has helped it become a significant name among the MLM companies in California.

Nu Skin has established itself as a tech-focused skincare MLM company, best known for its beauty devices, especially the ageLOC series, which helps reduce visible signs of aging. It found an audience in California among appearance-conscious consumers.

But it's not only its product offerings that are way ahead in terms of tech. Nu Skin’s entire business ecosystem is also quite tech-forward. Tools like the Nu Skin Stella app for consultants and the Vera Skin analysis tools for customers are all part of the brand experience.

The Vera Skin Analysis app helps customers with personalized skin care recommendations, and the Stella app helps distributors connect with customers, manage follow-ups, and scale their business effortlessly across geographies.

And many of the Nu Skin top earners have done exactly that. They have managed to build massive international teams using these tech tools.

Also, the brand’s compensation plan supports both part-time earners and large-scale leaders. Nu Skin Consultants earn retail profits and 5% to 40% on team sales. There are higher commission percentages under leadership bonuses and performance pools.

Nu Skin’s updated Velocity compensation plan also provides fast-start income and residual bonuses for building strong and large teams.

Nu Skin shows us how the right mix of product innovation, digital tools, and a scalable business plan can result in success in the competitive MLM industry.

3. SeneGence

SeneGence is a makeup MLM brand that is best known for pioneering long-lasting lip colors. The company became an immediate sensation among makeup enthusiasts for its LipSense range of lip colors, which claimed to be waterproof and smudge-proof for up to 18 hrs.

The company is headquartered in Foothill Ranch, California, where its vibrant and bold branding perfectly aligns with the beauty-focused culture of the state.

There are several other factors that work well for the brand. It is a center for beauty influencers, skincare enthusiasts, and make-up artists, who are always on the lookout for quality products.

This strong product appeal presents a perfect business opportunity for distributors, since it’s far easier to build a business around products that people already want.

Senegence makes its business opportunity much more attractive by offering 25% to 100% profit on retail sales. This means that consultants are allowed to set their own retail prices. On top of that, SeneGence offers 30%+ commissions on downline sales, adding an extra layer of earning potential for those building a team.

If you are looking to build a similar MLM business in California, keep the above-mentioned pointers in consideration. Make sure to offer a product driven by the latest trends that goes with the culture, and pair it up with a flexible business plan.

4. Arbonne

Arbonne is one of the top health and wellness MLM companies, known for its commitment to cruelty-free, clean, and conscious living. The brand has carved a niche for itself with its premium range of vegan skincare, nutrition, and cosmetic products.

The brand’s strong identity as a progressive and eco-conscious brand resonates deeply with millennials and Gen Z. Additionally, the brand’s headquarters in Irvine, California, helps it stay at the heart of an affluent, wellness-driven demographic, where its messaging naturally finds a home.

When the right products meet the right audience, business follows. And Arbonne personifies this strategy perfectly. The brand currently serves over 750,000 customers, who sign up as preferred clients and shop the products at special discounts.

Many of these preferred clients naturally transition into the business opportunity that provides more perks. In fact, Arbonne now has a growing base of 321,000 active consultants.

These consultants receive 35% in client commission generation overrides of up to six levels, and additional rank-based cash rewards. Consultants work their way through 5 leadership levels, where each level unlocks a higher percentage of override percentages and cash rewards of up to $1000.

Arbonne is a perfect example of how MLM companies in California can thrive when they bring the right offering to the right market and pair it up with a rewarding compensation plan.

5. Shaklee

Shaklee MLM is one of the most established wellness MLM companies in the US, which offers a wide range of science-backed nutritional supplements and eco-friendly home products.

Although the company is currently headquartered in Tampa, Florida, California remains a major market for the brand. That’s because of the state’s fitness enthusiasts, holistic health practitioners, and eco-conscious consumers.

The brand’s portfolio includes non-GMO supplements, plant-based protein shakes, personal care products, and biodegradable cleaners, all of which are a natural fit among the California population.

Also, Shaklee has a long history of scientific research, patented formulations, and strict quality controls. This is what differentiates it from the other similar health and wellness offerings in the market.

Such credibility and trust are also a huge advantage when it comes to customer retention and long-term growth. This is probably the reason why the company has managed to grow a distributor base of 750,000 across the world.

These distributors are referred to as “Shaklee Ambassadors” and are rewarded appropriately for their efforts. They can earn retail commissions of up to 40%, plus 6% to 10% of bonuses across several levels.

After attaining leadership positions, they qualify for additional rewards like cash bonuses, car allowances, FastTrack rewards, and travel incentives.

For those exploring MLM companies in California, Shaklee shows how you can soar above your competitors in a crowded health and wellness MLM space by positioning your brand as certified, clean-label, and eco-friendly.

6. LuLaroe

LuLaroe is a women’s fashion MLM brand headquartered in Corona, California.

At its peak, LuLaRoe reached $1 billion in annual sales and had nearly 80,000 active consultants. The reason for its wide appeal is its limited-edition clothing pieces and a constantly rotating inventory, which allows the brand to offer the season’s freshest clothing styles.

Also, LuLaroe became a household name for its unique social selling + retail boutique model, which resulted in higher customer engagement. It creates a compelling business opportunity for consultants looking to run their own clothing retail store.

Speaking of Lularoe’s MLM model, it provides distributors with added income from bonuses and commissions from the sales of their recruits, team overrides, and leadership pools.

There are many levels within the plan. Distributors just need to sponsor one member in their team to achieve the “sponsor” rank.

Once they have at least 3 qualified members in their team, they can move up to the “Trainer” level. They also receive a one-time compensation of $1,000 for achieving the level.

Similarly, they receive a compensation of $5,000 on reaching the next level, which is the “Coach”.

For distributors who achieve the higher ranks, the company also offers leadership bonuses, which are calculated at 1.2% of the total retail sales of a particular month.

LuLaRoe’s business model shows how retail commerce and social selling can work well for Clothing MLM companies by creating an engaging and scalable MLM strategy.