The makeup industry has always remained one of the most revenue-generating sectors in the world. According to Fortune Business Insights, the global makeup and cosmetics market generated about $43.61 billion in 2024.
What makes this sector is that buying makeup has always been a personal experience, driven by recommendations and hands-on trials. This is exactly why the makeup network marketing space continues to flourish.
In this article, we round off the top 25 MLM makeup companies that combine high-quality, long-lasting products with the personal touch of direct consultation, bringing beauty and business together in the most empowering way.
This Article Contains:
18 Must-Know Direct-Sales Makeup Companies at a Glance
We have listed 18 top makeup companies operating under the direct sales model. They are selected based on their popularity and distributor support. These companies are further listed by their 2024 revenue, sourced from Business For Home.
| Sl No | Company Name | Founder | CEO | Year founded | Headquarters | Products | USP | Business Model Type | Achievements | Growth Rate | Revenue |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Amway | Rich DeVos and Jay Van Andel | Michael Nelson | 1959 | Ada, Michigan, USA. | Artistry Exact Fit Longwear Foundation, Artistry Ideal Radiance Illuminating CC Cream, and Artistry Studio Makeup Collection. | Focuses on science-backed, botanically inspired makeup under the Artistry brand. | Direct sales. | 2025: Amway’s Artistry Brand of cosmetics is one of the top selling brands in the world, reported by many publications. | -4% | $7.4 billion |
| 2 | Avon (part of Natura & Co) | David H.McConnell | Kristof Neirynck | 1886 | New York, USA. | Avon True Color Lipstick, Avon True Color Eyeshadow Quad, Avon True Color Glimmersticks Eyeliner | Focuses on science-backed, botanically inspired makeup. | Direct sales+ sociel selling | 2025: Avon recently become Cruelty Free International Leaping Bunny approved. | -10% | $4.2 billion |
| 3 | Mary Kay | Mary Kay Ash | Ryan Rogers | 1963 | Addison, Texas, USA. | Mary Kay® Gel Semi-Matte Lipstick, Mary Kay® Lash Love Fanorama Mascara, Mary Kay® Mineral Eye Color, Mary Kay® Translucent Loose Powder, Mary Kay® Makeup Finishing Spray by Skindinävia | Offers a wide range of color cosmetics with dermatologist-tested formulas. | Direct sales with emphasis on personal consultations. | Named #1 Direct Selling Brand of Skin Care & Color Cosmetics worldwide by Euromonitor International for 2023-2025 (three years in a row). | -4% | $2.4 billion |
| 4 | Nu Skin | Blake Roney, Sandra N. Tillotson, and Steven J. Lund. | Ryan Napierski. | 1984 | Provo, Utah, USA. | Nu Colour Bioadaptive BB+ Skin Loving Foundation, Nu Colour LightShine Curl & Lash Mascara, Nu Colour Lash + Brow Serum | Offers premium and high quality make up products with skin care qualities. | Direct sales | 2024: Nu Colour® Lash + Brow Serum won Silver for “Best New Product.” | -12% | $1.7 billion |
| 5 | Longrich | Xu Zhiwei | Xu Zhiwei | 1986 | Jiangsu province, China | Longrich Evergreen Makeup Palette, Longrich Lip Gloss, Longrich Mascara | Leading Chinese direct-selling company offering health, beauty, and personal care products globally. | Direct Sales | N/A | 0% | $850 million |
| 6 | Belcorp | Eduardo Belmont | Erika Herrero | 1968 | Lima, Peru. | L'Bel, Ésika, Cyzone | Leading Latin American beauty company with a strong direct sales and e-commerce presence. | Direct sales Retail+ Ecommerce | 2024: Recognized as a Distinctive Socially Responsible Company for the third consecutive year. | 0% | $780 million |
| 7 | Arbonne | Petter Mørck | Jennifer Orlando | 1980 | Irvine, California, USA. | Arbonne® Smoothed Over Lipstick, Arbonne® It’s a Long Story® Mascara, Arbonne® Makeup Primer, Arbonne® The Real Conceal Liquid Concealer | Offers vegan, botanically inspired makeup with a focus on clean ingredients. | Direct Sales | Recognized as a Certified B Corporation for meeting high social and environmental performance standards. | 0% | $700 million |
| 8 | Oriflame | Jonas af Jochnick, Robert af Jochnick. | Anna Malmhake. | 1967 | Schaffhausen, Switzerland. | Giordani Gold, The ONE, OnColour. | Swedish beauty company combining direct sales and social selling. | Direct Sales+ Social Selling model. | Achieved 100% renewable electricity in all Oriflame-operated sites since 2018. | -19% | $653 million |
| 9 | RIMAN | Joong Hyun Ahn. | Joong Hyun Ahn. | 2018 | Daegu, South Korea. | Incellderm, ICD Makeup. | Combines advanced Korean skincare with clean beauty principles for holistic wellness. | Direct sales. | 2025: Holds 16 patents and has won over 45 international beauty awards. | 0% | $545 million |
| 10 | Yanbal international | Fernando Belmont | Janine Belmont | 1967 | San Isidro, Peru. | Yanbal Lipstick, Yanbal Mascara, Yanbal Eyeshadow | Leading Latin American beauty company offering cosmetics and personal care. | Direct sales + affiliate marketing model | 2023: Launched ÍCONO perfume, producing over 300,000 bottles globally. | -10% | $450 million |
| 11 | Pola | Shinobu Suzuki | Satoshi Suzuki | 1929 | Tokyo, Japan. | Pola Red B.A. Cream, Pola B.A. Foundation, Pola B.A. Eye Cream | Direct sales through home visits + offline sales through beauty stores. | Japanese luxury beauty brand specializing in anti-aging skincare and cosmetics | 2024: Leading publication Tokyo Beauty Box recognized the brand as a leading innovator in anti-aging skincare. | -5% | $411 million |
| 12 | Younique | Derek Maxfield & Melanie Huscroft | Derek Maxfield | 2012 | Lehi, Utah, USA. | Moodstruck 3D Fiber Lashes+, Touch Mineral Liquid Foundation, Touch Liquid Lipstick. | Offers innovative and inclusive beauty products for all skin types. | Direct sales+ ecommerce+ social selling model. | 2024: Recognized for excellence in direct selling at DSA Engage Conference. | 0% | $368 million |
| 13 | Faberlic | Alexey Nechaev | Elena Nechaeva | 1997 | Moscow City, Russia. | Faberlic Lipstick, Faberlic Mascara, Faberlic Eyeshadow | Russia’s leading direct-selling company offering a wide range of cosmetics, skincare, and personal care products. | Direct Sales | 2023: FABERLIC won 2nd place in the All-Russia Business Rating’s Industry Leader award. | 6% | $368 million |
| 14 | Farmasi | Dr Civet Tuna | Sinan Tuna. | 2003 | Istanbul, Turkey. | Farmasi True Color Lipstick, Farmasi All Day Matte Foundation, Farmasi Eyeliner. | Turkish beauty company known for its in-house manufacturing and R&D, offering high-quality cosmetics | Direct sales+ social selling model. | 2024: Ranked #27 on Direct Selling News' Global 100 List. | -3% | $429 million |
| 15 | L R Health and Beauty | N/A | Jörg Körfer | 1985 | Ahlen, Germany | LR Aloe Vera Face Cream, LR Collagen Serum, Zeitgard Beauty Devices. | German company known for in-house product innovation in health, beauty, and skincare, | Direct sales + social commerce model | 2024: Launched LR Health Mission and Zeitgard Signature, marking significant milestones in product innovation. | 2% | $303 million |
| 16 | Limelife by Alcone | Michele Gay and Madison Mallardi. | Laurent Billion | 2015 | New York, USA. | Limelife Lipstick, Limelife Eyeliner, Limelife Blush. | US-based beauty company specializing in professional-quality, cruelty-free makeup. | Direct sales | N/A | 0% | $113 million |
| 17 | Jordan Essentials | Nancy Bogart. | Nancy Bogart. | 2000 | Missouri, USA. | Jordan Essentials Lipstick, Jordan Essentials Mascara, Jordan Essentials Eyeshadow | Offers clean, non-toxic skincare and wellness products crafted with Dead Sea minerals and essential oils. | Direct sales | N/A | 0% | $25 million |
| 18 | Aloette Cosmetics | Tricia Defibaugh. | Deborah Goodwin Geller. | 1978 | Georgia, USA. | Aloette Lipstick, Aloette Eyeshadow, Aloette Blush | American beauty company focusing on vibrant, cruelty-free makeup designed for inclusivity and everyday wear. | Direct Sales. | N/A | 0% | $30 million |
Disclaimer: The above data is sourced from Business for Home and may change based on the latest updates.
Spotlight on Two Leading Direct-Sales Makeup Companies
Among the 18 direct-sales makeup companies listed, these two stand out for their product quality, generous compensation plan, and market presence. Here, we take a closer look at what makes them unique and successful in the makeup space.
1. Avon
When it comes to quality make-up and cosmetics, Avon has been a long-standing global leader offering network marketing beauty products. In recent years, the company has seen significant changes in its management.
Today, Avon’s North American sector is owned by LG Household & Health Care. Avon’s Latin American and Russian operations are owned by Natura & Co. Meanwhile, a private equity firm, Regent L.P., handles its operations in Europe, Africa, and Asia.
Popular Products
fmg Glimmer Waterproof Eyeliner: A long-wearing eyeliner with a waterproof and smudge-resistant formula.
fmg Glimmer Mattitude Liquid Lip color: A lightweight liquid lipstick with a velvety matte finish, enriched with poppy seed oil for comfort.
fmg Glimmer Be Blushed Cheek Color: A creamy, blendable cheek color that provides a soft powder finish.
fmg Cashmere Soft focus Foundation: A soft-matte foundation featuring skin-blurring technology while offering breathable coverage.
Go. by Glimmer Whipped Lip & Cheek Tint: A dual-purpose whipped tint for lips and cheeks with a light, buildable formula.
Compensation Plan
Avon follows the classic generation MLM plan to compensate its “Ambassadors.”
Retail Commissions are tiered and follow the structure below:
When it comes to MLM bonuses, Ambassadors at the “Start Promoter” rank receive a 3% on the Generation 1 Bonus, while the Bronze rank receives 3% bonus each from two generations.
All ambassadors from Gold rank and above are eligible for bonuses from 3 generations, starting from 8% and decreasing to 2%.
Every ambassador receives a 3% Sponsoring Bonus when a new member they recruit places an order of $50 or more.
There is a Lifestyle Bonus starting from $250 earned for executive leaders from the Bronze level and above. The leaders continue to receive this bonus for every two weeks they remain qualified for the rank.
| Sale Volume | Commission percentage |
|---|---|
| $40- $119.99 | 20% |
| $120- $349.99 | 30% |
| $350-$1,499.99 | 40% |
| $1,500-$6,499.99 | 45% |
| $6,500+ | 50% |
Latest Awards and Recognition
2025: Avon earned the title of Best Cruelty-Free Brand at the 2025 Global Green Beauty Awards. This came in recognition of its long-standing dedication to ethical beauty and its partnership with the Leaping Bunny Programme to ensure all products stay truly cruelty-free.
2. Mary Kay
Mary Kay is another popular cosmetics MLM company known for its wide range of high-quality products. The brand has also been a pioneer in empowering women entrepreneurs through its home-based business opportunity.
Popular Products
Mary Kay Silky Setting Powder:
Mary Kay CC Cream Sunscreen Broad Spectrum SPF 15:
Compensation Plan
| Compensation Component | Details |
|---|---|
| Retail Profit | Consultants can earn up to 50% profit on their personal retail sales. |
| Great Start Period | New consultants qualify for the Great Start period if they place $600 or more in initial or cumulative wholesale orders. |
| Personal Team Commission | Personal team commissions start at 4% and increase to 9% and then 13% as the consultant reaches higher ranks. |
| Unit Commissions | Unit commissions begin at 13% of the unit volume for sales between $1,000 and $5,000 and increase to 23% if the unit commissions exceed $5,500. |
| Offspring Commissions | Consultants at Sales Director rank or above earn first-line offspring commissions ranging between 5% and 7%, while second-line offspring commissions are fixed at 1%. |
| Offspring Sales Director Bonuses | Bonuses are available for consultants who achieve Sales Director rank and meet qualifying offspring sales criteria. |
| Team-Building Cash Bonus | Consultants receive a $50 cash bonus for each new personal team member who becomes Great Start-qualified. |
Latest Awards and Recognition
Forbes 2025 ranked the company the #9 Best Brand for Social Impact.
Euromonitor International named Mary Kay as the #1 Direct Selling Brand for skincare and color cosmetics for three consecutive years from 2023.
Sustainability Recognition honored the company for the second year in a row for its conservation and sustainability efforts in Texas.
Women’s Wear Daily Beauty Inc. ranked Mary Kay #11 in the Top 100 Beauty Companies.
Overview of the Best 7 MLM Makeup Companies
In this table, we have listed the 7 makeup brands that operate under the Multi-level marketing model. These companies are selected based on their market presence and overall growth potential. They are further ranked based on their 2024 revenue, taken from Business For Home.
| Sl No | Company Name | Founder | CEO | Year founded | Headquarters | Products | USP | Business Model Type | Achievements | Growth Rate | Revenue |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 19 | SeneGence | Joni Rogers- Kante. | Joni Rogers- Kante. | 1999 | Foothill Ranch, California, USA. | LipSense, ShadowSense, Glowify Bouncy Mousse Multi-Use Pigment | Innovative beauty brand known for long-lasting, smudge-proof makeup. | Multi level marketing | 2025: LipSense Glossy tint won the Shop TODAY Beauty award. | -11% | $800 million |
| 20 | MONAT Global | Luis Urdaneta & Rayner Urdaneta. | Rayner Urdaneta. | 2014 | Doral, Florida, USA. | MONAT Liquid Lipstick™, MONAT Glam Essentials Eyeshadow Palette, MONAT IR Clinical™ Mascara. | American beauty company offering naturally based, anti-aging skincare and makeup products. | Multi-level marketing + affiliate marketing model. | 2025: Named among the Top 50 U.S. Beauty Companies by GlobeNewswire. | -14% | $600 million |
| 21 | Cosway | Al Chuah Choong Heong | Ms Chryseis Tan | 1979 | Kuala Lampur, Malaysia. | Miyami Two Way Foundation, L'élan Vital Dazzling Shine Lipstick, Bioglo 3-in-1 Cheek Lip Eye Mochi. | Malaysian direct-selling company offering a diverse range of beauty and wellness. | Multi level marketing+ wide retail chain. | 2022: Recognized as one of Asia-Pacific's top four multi-level marketing companies. | 0% | $350 million |
| 22 | Chogan | Michelangelo Paradiso and Liborio Scelzo. | Michelangelo Paradiso | 2013 | Rome, Italy. | Instant Matte Foundation, Perfect Hydra Foundation, Silk Face Bronzing Powder. | Italian company offering vegan and cruelty-free makeup products with skincare benefits. | Multi-level marketing. | N/A | 32% | $450 million |
| 23 | FM World | Mr Artur Trawiński. | Mr Artur Trawiński. | 2004 | Wrocław, Poland. | Federico Mahora Long-Lasting Matte Liquid Lipstick, FM Makeup Ideal Cover Effect Foundation, UTIQUE Luxury Makeup Collection Glass Skin Highlighter Palette | Polish company offering high-quality, affordable beauty products. | Multi-level marketing. | N/A | 0% | $75 million |
| 24 | Dr Juchheim Cosmetics | Dr. med. Jürgen Juchheim and Mrs. Kerstin Halefeldt. | N/A | 2015 | Munich. | WOW Luxury Volume Lipstick Skin Beauty Pen Effect Color Makeup. |
Offers makeup products enriched with peptides and stem cell technology. | Multi-level marketing. | N/A | 0% | $43 million |
| 25 | Acti Labs by Urban Retreat | John and Yelena Miller. | N/A | 2009 | France | Urban Retreat Makeup Acti Labs Professional Makeup Brushes. |
French MLM brand delivering professional-grade, cruelty-free makeup and skincare products. | Multi-level marketing. | N/A | 0% | $32 million |
Disclaimer: The above data is sourced from Business for Home and may change based on the latest updates.
In-Depth Look at Two Top MLM Makeup Companies
Out of the best MLM makeup companies listed above, we have selected two companies that stand out for their exceptional products and strong distributor networks. Here, we take a closer look at what sets them apart and drives their success in the beauty industry.
1. SeneGence
When it comes to long-lasting smudge-proof make-up, SeneGence is the leader. This MLM make-up company is widely recognized for developing products that withstand daily wear without frequent touch-ups
Popular Products
LipSense Long Lasting Liquid Lip Color: A smudge-proof liquid lipstick with a nourishing formula with versatile finishes.
MakeSense Original Foundation: An oil-free, buildable liquid foundation with anti-aging benefits and a water-resistant formula.
Glowify Long Lasting Eyeshadow Stick: A twist-up eyeshadow stick for easy application.
LashSense VolumIntense Mascara: A volumizing mascara with advanced ingredients to reduce clumping or flaking,
BlushSense Cream Blush: An oil-free and water-resistant, blendable blush.
Compensation Plan
SeneGence offers over 25% Retail Commissions on products sold at the suggested retail price.
Distributors can also earn commissions on reorder sales by receiving at least 20% discounted products, which increases profit potential
To become eligible for Downline Commissions, distributors must accumulate at least 100 personal volume (PV).
In SeneGene, PV is considered half of the US retail value of the products.
Distributors can also earn Group Sales Volume bonuses for up to 5 levels if they have 5 personally sponsored distributors in Level 1. Each of these members should also contribute 300PV.
2. Chogan
Chogan is a European MLM makeup brand known for combining quality cosmetics with a focus on elegance and self-expression. The brand emphasizes innovative formulations and a wide range of beauty products designed for everyday use.
Popular Products
Chogan Matte Intense Lipstick: A matte lipstick for coloring the lips.
Chogan Waterproof curling mascara: A mascara formulated to curl and darken eyelashes.
Chogan Slik Face Bronzing Powder: A face contouring powder.
Chogan Corrective Eye Pencil: An eye pencil for outlining or defining the eyes.
Aurodhea Two-Phase Make-up Remover: A dual-phase solution to remove makeup.
Compensation Plan
Chogan’s compensation plan comprises 16 ranks. Each rank comes with a commission percentage and qualification criteria as stated below:
Apart from regular commissions, distributors in the leadership ranks can also earn a differential bonus, which is the difference between their commission rate and that of their downline members.
| Position / Level | Required Points to Qualify | Commission Rate |
|---|---|---|
| Member | less than 80 points | 0 % |
| Partner | ≥ 500 points | 4 % |
| Junior Leader | ≥ 1,500 points | 8 % |
| Senior Leader | ≥ 3,500 points | 12 % |
| Team Leader | ≥ 7,000 points | 16 % |
| Améthyste | ≥ 15,000 points | 23 % |
| Onyx | ≥ 25,000 points | 25 % |
| Sapphire | ≥ 50,000 points | 26 % |
| Emerald | ≥ 100,000 points | 28 % |
| Ruby | ≥ 200,000 points | 29.5 % |
| Diamond | ≥ 400,000 points | 30.5 % |
Conclusion
Today, makeup has grown beyond just lipsticks and foundations. Companies offering a wider portfolio, including eyeshadows, loose powders, contour sticks, blush, and much more. They are also focusing on clean ingredients, inclusive shades, and sustainable beauty solutions to stay in line with modern consumer trends.
If you are looking into the MLM makeup and cosmetics space as an entrepreneur or a distributor, success in this sector is all about personal connection. You need to help people find the right products and make them feel empowered to truly succeed in this field.
Shabana is a dynamic writer and strategist with profound expertise in network marketing. Her sharp analysis of industry trends and exceptional ability to distill complex concepts into clear, actionable insights make her content invaluable for professionals at every level. Through her writing, she empowers readers to navigate the evolving landscape of relationship-driven sales with confidence and integrity. Blending data-driven strategies with human-centric principles, Shabana provides a unique perspective that helps businesses thrive while maintaining authentic connections.
FAQs
1. What is an MLM makeup company?
An MLM makeup company sells beauty products through a network of independent distributors. They earn commissions by selling network marketing beauty products and recruiting others.
2. What are the benefits of joining an MLM makeup company?
Joining Makeup MLMs can give you a chance to earn an income, work flexible hours, and share products you genuinely love. You will also build your own network of customers and distributors, while receiving commissions from their sales as well.
3. What are the potential risks and things to consider before joining an MLM makeup company?
Before joining MLM makeup companies, you need to check the legitimacy of the company and the authenticity of the products it offers. Also, check the commissions and bonuses to calculate the income-to-cost ratio, and avoid losses. Be cautious to avoid makeup pyramid schemes that promise high earnings with little effort.
4. How to Choose the Right MLM Makeup Company?
Look for a company with high-quality products, fair compensation, good support for distributors, and a reputation you feel confident representing.
References
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Fortune Business Insights
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Business for Home
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Direct Selling News
Disclaimer: Global MLM Software do not endorse any companies or products mentioned in this article. The content is derived from publicly available resources and does not favor any specific organizations, individuals or products.
