Direct Selling Association honors cosmetics and personal care brands at annual meeting

19-Jun-2016 - Last updated on 20-Jun-2016 at 14:20 GMT

The organization announced the top 20 direct-sales companies among its membership in the US earlier this month at the event in Phoenix, Arizona. And leading companies like Mary Kay came away with further accolades.

Headquartered in Washington D.C., the Direct Selling Association (DSA) is a national organization comprised of member companies that make and distribute goods and services through a direct-to-consumer business model.

According to the association’s site people in all 50 states are involved with direct selling, totaling over 20 million people in the US. And, “In 2015, direct selling generated more than $36 billion in retail sales,” a figure that’s up $2bn from what the group reported for 2014.

Top sellers

The DSA ranks its member companies annually by net sales in the US. Beauty and personal care companies on this year’s top 20 list include Amway, Mary Kay, Nerium International, Nu Skin, and Rodan + Fields.

Hoping to rise in the ranks is newly approved DSA member Monat Global. The direct-sales hair care company earned membership just days before this year’s annual meeting. Joining the group is something of a self-regulatory endeavor (among other things), and companies like Monat go through a year-long trial period before being eligible for approval.

“By applying for membership in the association and going through a rigorous approval process,…companies are demonstrating that they take their ethical obligations to their field salesforce and to the ultimate customer seriously and are willing to make a public pledge to that effect,” says Joseph Mariano, president of the association in a press release about Monat’s membership.

Training regimen

Mary Kay received an award for Excellence in Sales Force Development at the recent DSA annual meeting. This, in addition to ranking on the top 20 selling companies' list.

The company earned the honor, more specifically, for its “successful creation and deployment of a new technology resource available to the global beauty company’s European independent sales force,” according to a company press release about the award.

Mary Kay Strong Start is an interactive online resource for new sales representatives, and it’s available in nine languages. Over 12,500 such consultants have used the learning platform. “The success of the Strong Start launch was a direct result of an integrated, cross-departmental team which united digital and marketing expertise,” Beth Lopez, vice president of Europe Sales and Marketing for Mary Kay Worldwide, tells the press.

“We are proud to share the recognition from the DSA for this best-in-class resource with our markets and colleagues who helped make this launch not only possible, but a wonderful success.”