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    Top Companies Report

    The Top 50

    Direct Sellers Are Headed In Opposite Directions

    The Top 50
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    07.03.17
    Poor Avon. The company has suffered sales declines year after year. In an effort to right the ship, Avon was roundly criticized for practically giving US operations away to Cerberus Private Equity. No, it hasn’t been easy for Avon, nor for other direct sellers in the household and personal products industry. We should know. Our Top 50 is loaded with companies that bypassed traditional retail outlets and sell directly to consumers. Some are doing better than others, but several major players including Amway and Mary Kay had a down year in 2016. Yet, their declines may be short-lived. Euromonitor International recently issued a new study highlighting the healthy growth prospects for direct selling despite the rising popularity and convenience of e-commerce.


    According to “Direct Selling and Communities in the Internet Age,” the global direct selling market will grow 11.5% by 2021, driven by, what else, developing regions. The best opportunities for gains are expected to come in the Middle East and Africa, Asia Pacific and Latin America, in that order, predicts Euromonitor International. It’s an interesting outlook considering so many pundits have predicted the decline of direct sales, not to mention brick-and-mortar retailers, now that e-commerce has become a way of life for so many consumers.


    Yes, the world is changing, but one thing that may never change is Procter & Gamble’s place in our Top 50. Even after the sale of a bevy of beauty brands to Coty, P&G remains solidly on top of our annual look at the biggest US-based companies in the global household and personal products industry. On the pages that follow, you’ll read about activities at P&G, Coty and 48 other companies that make up our Top 50. And to read about Unilever, L’Oréal, Shiseido and other household and personal product companies with headquarters outside the US, be sure to pick up the August issue of Happi which includes The International Top 30.


    The Top 50


    1 Procter & Gamble Cincinnati, OH $35.0 billion
    2 Colgate New York, NY $12.9 billion
    3 Estée Lauder New York, NY $11.3 billion
    4 SC Johnson Racine, WI $10.0 billion
    5 Johnson & Johnson New Brunswick, NJ $7.4 billion
    6 L Brands Columbus, OH $4.7 billion
    7 Ecolab St. Paul, MN $4.5 billion
    8 Coty New York, NY $4.3 billion
    9 Avon Products United Kingdom $4.1 billion
    10 Mary Kay Addison, TX $3.5 billion


    11 Amway Ada, MI $2.8 billion
    12 Church & Dwight Ewing, NJ $2.6 billion
    12 Clorox Oakland, CA $2.6 billion
    12 New Diversey Charlotte, NC $2.6 billion
    15 Revlon New York, NY $2.3 billion
    16 Guthy-Renker El Segundo, CA $1.8 billion
    17 Nu Skin Provo, UT $1.3 billion
    18 New Avon New York, NY $940 million
    19 Newell Brands Rye, NY $870 million
    20 Rodan+Fields San Francisco, CA $850 million


    21 Zep Atlanta, GA $680 million
    22 Young Living Lehi, UT $600 million
    23 Arbonne Irvine, CA $541 million
    24 Nerium International Addison, TX $526 million
    25 Inter Parfums New York, NY $521 million
    26 Luminex Blue Ash, OH $480 million
    27 Scentsy Meridan, ID $456 million
    28 John Paul Mitchell Systems Beverly Hills, CA $450 million
    29 Edgewell St. Louis, MO $425 million
    30 Jafra Westlake Village, CA $408 million


    31 Markwins International City of Industry, CA $403 million
    32 WD-40 San Diego, CA $380 million
    33 Tupperware Orlando, FL $350 million
    34 High Ridge Brands Stamford, CT $340 million
    35 Honest Company Los Angeles, CA $330 million
    36 Prestige Brands Tarrytown, NY $308 million
    37 Gojo  Akron, OH $300 million
    38 Combe White Plains, NY $259 million
    39 PDC Stamford, CT $258 million
    40 Perfumania Bellport, NY $231 million


    41 E.L.F. Oakland, CA $229 million
    42 Seventh Generation Burlington, VT $225 million
    42 Sundial Brands Amityville, NY $225 million
    44 Too Faced Irvine, CA $220 million
    45 Helen of Troy El Paso, TX $219 million
    46 Hain Celestial Lake Success, NY $200 million
    47 Spartan Chemical Maumee, OH $190 million
    48 Atlantic Coast Brands Jersey City, NJ $160 million
    49 Farouk Systems Houston, TX $140 million
    50 Herbalife Los Angeles, CA $107 million
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    • I&I Marketplace
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