Direct Selling 2025: Products Driving Opportunity & Growth!

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Written by Greg Fink. With over two decades of experience in the direct sales arena, Greg Fink is a seasoned professional with experience in business development, marketing, and management working in technology, digital sales tools, compliance, and global payments. Currently serving as the Global Sales VP at Jenkon Software, Greg is dedicated to driving innovation and empowering direct sellers to thrive in the dynamic and changing landscape of network marketing.

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This article explores product categories set to experience greater growth in direct selling and how modern technologies are enhancing sellers’ capabilities to connect those products with health-conscious consumers.  The heart of direct sales is driven by human connections with people working together to create trustworthy, long-term partnerships. There has never been a better time for direct sellers to embrace consumers that are desiring safe, effective, and personalized wellness and beauty products.    

With beauty, personal care and wellness-based products making up over 46% of sales generated in direct selling, the industry is ripe to take advantage of new trends driven by changes in consumer purchasing habits.

Departing from one size fits all approaches, consumers desire more intentional and personalized  connections when it comes to making product purchases.  More than ever, people are realizing that just posting to the masses about a product is less effective than connecting with individuals one on one and discussing what matters most to them.

What is fueling this opportunity is social communities and protecting them along with technology, AI and direct sellers’ tools that enhance personal engagement as sellers develop deeper and more meaningful relationships.

Category 1) Beauty and Personal Care

The beauty industry boomed in 2022 and 2023, with foot traffic to beauty retail stores growing faster than in any other kind of retailer, according to the analytics firm Placer.ai.  However, a shift has occurred over the past 2 years with foot traffic gradually declining, according to Placer.ai. In late 2024 and through the first quarter of 2025, in-person visits to U.S. beauty stores declined by approximately 2% year-over-year. Even before the drop, in-store sales were rising no more than the inflation rate according to NielsenIQ.

E-commerce and social selling are driving changes in shopping behaviors and are impacting in-person visits.  Over 41% of all beauty and personal care sales now happen online along with consumers’ buying habits transitioning from beauty specialty stores and mass retailers, according to NielsenIQ.

Social communities, online and live commerce are fueling growth and deeper customer connections.

Social commerce isn’t just about sales; it’s reshaping consumer attitudes with more consumers trusting people they know through interactions, conversations, live chat, and videotainment. It’s more human-to-human interaction, making recommendations and suggestions on a personal level.  More than two-thirds of social commerce purchases are impulse-driven, and TikTok, despite past concerns over data trust security because of its Chinese ownership, is now considered to be more trusted by beauty shoppers than Facebook or Instagram, according to NielsenIQ.

Most importantly, consumers like the social commerce experience. NielsenIQ says 84% of beauty shoppers who made a purchase via social commerce reported a good or excellent experience.

Unique, independent, and eco-friendly brands are in demand

It’s not just where consumers are shopping that’s evolving; it’s the type and quality of products and services they’re buying.

• According to NielsenIQ, the top 10 beauty brands grew by an average of 2.2% in 2024, but the brands outside the top 20 grew by 6.9%.
• Ideal for direct selling, consumers are looking for niche, independent, and innovative beauty lines over mainstream, legacy options.
• Numerous direct selling companies offer beauty products instilling the highest quality ingredients, formulations, and safety.
• Brands are empowering women with innovative textures and scents.

In addition, sustainability is becoming a driver because consumers want brands that align with their values. 55% of consumers say they’re willing to pay more for environmentally friendly beauty products, according to NielsenIQ.

Category 2) Supplements & Wellness

Consumers are increasingly interested in supplements that address specific needs, like personalized nutrition, and are drawn to convenient and enjoyable consumption formats beyond traditional pills and powders.  The market value of the nutritional supplements industry is over $412B in 2025 and is expected to grow at a steady CAGR of 7% as presented by Precedence Research.

Here is the direct sales opportunity.  By distribution channel, specialty stores led the market with the largest revenue share in 2024 and are anticipated to retain their dominance. Furthermore, the consultation offered by the store’s salesperson regarding the needs of the consumers facilitates the buyer deciding the type of supplement to be bought.  In addition, e-commerce is estimated to be the most opportunistic segment, through penetration of e-commerce platforms fueled by AI and personalized experiences.

Personalized programs created by coaches or advisors, tailored to meet specific consumer needs, blending nutrition with digital data, are growing and here are a few key drivers:

• Personalization:

Consumers are looking for tailored supplement solutions based on their individual needs and preferences. They are looking at data and technology and taking a  preventative approach to their health and wellness.

AI Formulators: Robots That Read Research So You Don’t Have To

Artificial Intelligence is no longer just writing your emails; it is formulating your supplements and helping sellers make informed, educated suggestions to consumers.

• Gut health focus

The gut-brain connection continues to drive interest in gut health, with a surge in probiotics, prebiotics, and personalized microbiome testing.

Niche Need Nutrition

Supplements cater to specific needs like sleep support, joint health, and weight management, with targeted solutions for individual requirements.

• Natural and Plant-Based:

There is a strong preference for natural and plant-based supplements, aligning with ethical and environmental concerns.

• Convenient Delivery:

Consumers are embracing new forms of consumption like liquids, gummies, chewables, and other innovative delivery formats which are gaining popularity due to their ease of use and palatability.

• Ingredient Intentionality:

Consumers are paying close attention to the ingredients in their supplements, seeking transparency and quality.

In summary, in 2025 the beauty and wellness industries are about precision, purpose, and personalization. Consumers want results, transparency, and products that fit seamlessly into their lives and to align themselves with like-minded individuals.

More than ever before, conscientious consumers are looking for products that contain clean and all natural ingredients.  When combined with the help of AI, livestream commerce and consumer focused selling tools, direct selling is poised to experience significant growth and opportunity.  Digital programs combining nutrition, diet and fitness that offer a proactive approach to health are the future.

Supporting consumers with evolving buying habits, Jenkon continues delivering high engagement tools empowering sellers creating more meaningful and long-term consumer relationships.  From livestream commerce and personalized/curated shopping carts for consumers, to online virtual events for education and product demonstrations, Jenkon continues transforming the direct selling industry through new uses of technology and business strategy.