Top Companies Report

7. Amway

July 11, 2011

Ada, MI


Sales: $5.7 billion


$5.7 billion for personal care, nutrition and household products. Corporate sales: $9.2 billion for the year ended Aug. 31, 2010.

Key Personnel:

Steve Van Andel, chairman; Doug DeVos, president; Bill Payne, chief of staff and interim chief financial officer; George Calvert, vice president, research and development and supply chain; Gan Chee Eng, president, Amway Greater China; Candace Matthews, chief marketing officer; and Jim Payne, executive vice president, sales/Amway Regions.

Major Products:

Nutrilite vitamin, mineral and dietary supplements, Artistry skin care and color cosmetics, eSpring water treatment systems, Legacy of Clean home care products, Glister oral care.

New Products:

Nutrilite C+ Time Release, Nutrilite Memory Builder, ArtistryIntensive Skincare Renewing Peel and Beautycycle.

Nutrilite Memory Builder with Ginkgo


Amway’s parent company, Alticor Inc., reported sales rose 9.5% to exceed $9.2 billion for 2010. The 2010 performance results mark Alticor’s 10th sales increase in the past 11 years. The company said that despite an economy recovering from a global recession, 2010 was very solid.

“We had a strong year across the map,” said Chairman Steve Van Andel. “Amway was able to gain market share in the direct selling industry, and our key product lines improved their competitive position as well.”

Said President Doug DeVos: “Awareness of Amway’s business opportunity and product brands continue to grow as we invest in brand-building. We believe in the potential of this business, and so do our distributors. We are aiming even higher for 2011.”

The company announced that category sales of Nutrilite approached $4 billion, attributed to overall growth in the category as well as increased visibility for Nutrilite in 2010. Major campaigns included “Color Yourself Healthy,” a global awareness program that promoted the benefits of plant ingredients for optimal health. Global sponsorships focused on major sports teams and well-known athletes continue to build brand awareness for Nutrilite.

Artistry skin care and cosmetics led beauty category sales for Amway. The company cited the successful launch of Artistry Intensives Renewing Peel, the first product in a new Intensives line of skin care products designed to provide professional results at home. Masstige brand Beautycycle successfully launched in Europe and Australia, targeted to consumers who are looking for high-quality skin care and cosmetics products containing natural ingredients.

The company also unveiled a new Amway brand identity in 2010, highlighted by the opening of the Amway Center, home to the National Basketball Association’s Orlando Magic, which became the first high-profile venue in North America to showcase Amway’s new brand identity.

The Amway One by One Campaign for Children rallies the resources of Amway distributors and employees around the world to make a difference in the lives of children in every market where the company conducts business. Since Amway One by One launched in 2003, it has provided hope and opportunity to 8 million children and donated more than $141 million to children’s causes worldwide. The number of employee and distributor volunteer hours logged since 2003 now totals 2.3 million, nearly doubling from a cumulative total of 1.3 million hours reported in 2009.

Amway has developed a formalized disaster relief program. The goal is to anticipate in the event of a disaster to ensure prompt, decisive and effective action. As a result of the March 2011 earthquake and tsunami, collectively Amway corporate headquarters, global Amway affiliates, Amway employees, distributors and customers raised more than $4.4 million in funds toward immediate relief and long-term recovery in Japan.

blog comments powered by Disqus
  • Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market

  • Skin Care of One’s Own

    Skin Care of One’s Own

    Christine Esposito, Associate Editor||October 3, 2016
    Nu Skin’s ageLOC Me—which melds the worlds of smart-phone technology, efficacious ingredients and personalization

  • Proof Positive

    Proof Positive

    Christine Esposito, Associate Editor||October 3, 2016
    Testing service providers enable companies to back up their claims and stay in compliance with regulations.

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • What

    What's In Your Formula?

    Christine Esposito, Associate Editor||September 1, 2016
    A look at the ingredients beauty brands are using to fuel their formulations and capture consumers’ attention.

  • How Green Is Your Surfactant?

    How Green Is Your Surfactant?

    Tom Branna, Editorial Director ||September 1, 2016
    Suppliers offer a range of solutions to help household and personal care product formulators develop formulas

  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.

  • Preserve & Serve

    Preserve & Serve

    Melissa Meisel , Associate Editor||July 1, 2016
    Suppliers with innovative preservatives provide staying power for formulations.

  • Take Notice

    Take Notice

    Melissa Meisel , Associate Editor||June 1, 2016
    Packaging trends revolve around trendy artwork, eco-conscious materials—and portability is a plus too!

  • Virtual Reality

    Virtual Reality

    Christine Esposito, Associate Editor||June 1, 2016
    An update on nature-identical ingredients for cosmetics and personal care products.

  • Shiseido Advances in the US

    Shiseido Advances in the US

    Tom Branna, Editorial Director||June 1, 2016
    New facility in Windsor, NJ demonstrates its dedication to the US and other markets outside Japan.

  • Get Smart About Your Big Data

    Get Smart About Your Big Data

    Christine Esposito, Associate Editor||June 1, 2016
    Experts at the IRI Growth Summit explain how to make personal connections with customers.

  • For the Love of Lipids

    For the Love of Lipids

    Tom Branna, Editorial Director||June 1, 2016
    AOCS and SCC to deliver a program geared to cosmetic chemists of the important role that fats and oils play in a healthy skin

  • April in Paris

    April in Paris

    Tom Branna, Editorial Director||June 1, 2016
    In-Cosmetics sets attendance record in its return to the City of Light.

  • Bite Now

    Bite Now

    Christine Esposito, Associate Editor||May 2, 2016
    Is the time finally right for beauty-from-within to move into the mainstream?

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.

  • Wacker Builds on Its Success

    Wacker Builds on Its Success

    Tom Branna, Editorial Director ||May 2, 2016
    The silicone maker had a good 2015 and expects the gains to continue in 2016, driven, in part, by success in the Americas and

  • I Want It All

    I Want It All

    Melissa Meisel , Associate Editor||May 2, 2016
    Skin care moves beyond the basics with pampering formulations with unique components and novel functions.

  • The New Spot For Acne Care

    The New Spot For Acne Care

    Tom Branna, Editorial Director||April 1, 2016
    Acne Treatment Research Center opens in Morristown, NJ.

  • The Scalp Microbiome

    The Scalp Microbiome

    Nava Dayan PhD, Dr. Nava Dayan LLC||April 1, 2016
    A review of recent findings and innovative approaches for treating scalp disorders.

  • Multi-Cultural Beauty Update

    Multi-Cultural Beauty Update

    Christine Esposito, Associate Editor||April 1, 2016
    Established brands and start-ups address the needs of multi-cultural beauty consumers.

  • Who Makes That?

    Who Makes That?

    Tom Branna, Editorial Director||April 1, 2016
    From concept and formulation to testing and filling, today’s contract manufacturers perform a range of services for marketers

  • Inspiring the Next Generation Of Personal Care Products

    Inspiring the Next Generation Of Personal Care Products

    March 1, 2016
    In-Cosmetics 2016 returns to Paris next month, April 12-14, 2016.

  • Shielding Skin from Airborne Antagonists

    Shielding Skin from Airborne Antagonists

    Shyam Gupta, Ph.D., John Stanek and Melinda Wochner, Bioderm Research and CoValence Laboratories, Inc.||March 1, 2016
    The enemy, it seems, is all around us. Researchers explain how to alleviate damage caused by a variety of villains.