£2.6bn
£XXX.Xm
616k
8,546
£XXX.Xm
The Direct Selling and Marketing industry markets itself through single-level marketing (SLM), where representatives earn money solely from commission; and multi-level marketing (MLM), where representatives earn commission from both their sales and those they have recruited. Despite widespread criticism and links to pyramid-selling schemes, MLM accounts for the majority of revenue.
Industry revenue has declined at a CAGR of 2.6 % over the past five years, to reach an estimated £2.6bn in 2024.
Market size is projected to decline over the next five years.
Company | Market Share (%)
2025 | Revenue (£m)
2025 |
---|---|---|
Avon Cosmetics Ltd | 137.0 | |
Herbalife (UK) Ltd | 51.0 | |
The Juice Plus+ Company Ltd | 28.1 |
To view the market share and analysis for all 4 top companies in this industry, view purchase options.
Industry revenue is measured across several distinct product and services lines, including Wellness products, Cosmetic and personal care products and Clothing and fashion accessories. Wellness products is the largest segment of the Direct Selling & Marketing in the UK.
Cosmetics and personal care products are a well-established segment benefitting from continual downstream demand
Operators in this industry market and retail goods or services directly to consumers through person-to-person methods, away from a fixed retail location. Direct sellers of fuel and food for immediate consumption do not fall under this industry.
Purchase this report to view all 4 major companies in this industry.
SIC 47.91 - Direct Selling & Marketing in the UK
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Adverse economic conditions hamper revenue. The cost-of-living crisis weakened consumer confidence, leading to a reduction in spending on non-essential products sold by direc...
Learn about an industry's products and services, markets and trends in international trade.
The MLM operating structure gains success. The growth of e-commerce and health-conscious consumers has benefitted multi-level marketing companies, even in the face of critici...
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
The East Midlands draws in direct sellers. Its prime geographical position and extensive freight transportation network provides ideal conditions for direct selling companies...
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Product quality is paramount in staying competitive. Companies strive to build brand loyalty among customers by offering superior, reliable products.
Learn about the performance of the top companies in the industry.
Avon's success lies in its global operations and digital advancement. The company's presence in over 70 countries coupled with its shift to online platforms to support repres...
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Regulation curbs pyramid-like operations. Direct sellers have to make sure their commission structures rely on product sales, preventing unlawful practices centred around rec...
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Direct sellers face a profit squeeze. A weak pound post-Brexit and escalating inflation have hiked purchase costs, eating into profitability.
Including values and annual change:
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the UK include:
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Unlock comprehensive answers and precise data upon purchase. View purchase options.
The market size of the Direct Selling & Marketing in the UK industry in United Kingdom is £2.6bn in 2024.
There are 8,546 businesses in the Direct Selling & Marketing in the UK industry in United Kingdom, which has grown at a CAGR of 0.4 % between 2019 and 2024.
The market size of the Direct Selling & Marketing in the UK industry in United Kingdom has been declining at a CAGR of 2.6 % between 2019 and 2024.
Over the next five years, the Direct Selling & Marketing in the UK industry in United Kingdom is expected to decline.
The biggest companies operating in the Direct Selling & Marketing market in United Kingdom are Avon Cosmetics Ltd, Herbalife (UK) Ltd and The Juice Plus+ Company Ltd
Cosmetics and personal care products and Clothing and fashion accessories are part of the Direct Selling & Marketing in the UK industry.
The company holding the most market share in United Kingdom is Avon Cosmetics Ltd.
The level of competition is high and increasing in the Direct Selling & Marketing in the UK industry in United Kingdom.