Multi-level Marketing

By Kateule Sydney | E-cyclopedia Resources
Published: April 17, 2026 | Last Modified: April 17, 2026

Home > Multi-level Marketing

Frequently Asked Questions

What is Multi-level Marketing (MLM)?

MLM is a business model where individuals sell products directly to consumers and earn commissions from their own sales and the sales of people they recruit.

How does MLM differ from traditional sales?

Unlike traditional sales, MLM emphasizes recruiting others to build a sales network, earning commissions from multiple levels of sales.

Is MLM legal?

MLM is legal in many countries but must comply with regulations to avoid being classified as a pyramid scheme. The FTC distinguishes between MLMs with lawful and unlawful compensation structures.

What are common criticisms of MLM?

Critics highlight high failure rates, emphasis on recruitment over product sales, and potential for financial loss among participants. FTC staff reports found most participants made $1,000 or less per year.

I. Introduction to Multi-level Marketing

Multi-level Marketing (MLM) is a strategy used by some direct sales companies to encourage existing distributors to recruit new distributors who are paid a percentage of their recruits' sales. The recruits are the distributor's downline. This structure creates multiple levels of compensation.

MLM companies often sell products such as health supplements, cosmetics, and household goods. The appeal lies in the potential to earn passive income through building a large network.

II. How Multi-level Marketing Works

Participants in MLM earn money through two main channels:

• Retail Sales: Selling products directly to customers.
• Recruitment Commissions: Earning a percentage of sales made by recruited distributors.

Success in MLM depends heavily on recruiting and training a large downline, which can create exponential earning potential but also significant challenges.

III. Advantages and Challenges of MLM

Advantages

• Low startup costs compared to traditional businesses.
• Flexible working hours and potential for passive income.
• Training and support provided by the company and upline.

Challenges

• High dropout rates and financial losses for many participants.
• Dependence on continuous recruitment.
• Potential legal scrutiny and negative public perception.

IV. Case Studies and Examples

Case Study 1: Amway’s Global MLM Model

Amway is one of the largest and oldest MLM companies, operating globally. It offers a wide range of products across nutrition, beauty, home, and energy categories. Nutrilite™ products focus on plant-powered wellness with seed-to-skin traceability. Artistry™ is Amway’s clean beauty brand. Amway emphasizes entrepreneurship and operates in multiple countries including Germany, Brazil, Guatemala, Sweden, and China. The company provides ABO (Amway Business Owner) programs with ordering systems, business kits, and renewal structures.

Case Study 2: Herbalife’s Nutrition MLM

Herbalife is a global leader in nutrition, focusing on weight management, fitness, performance, and daily nutrition. The company reported 2023 revenue of US$5.06 billion and has 8,900+ employees. Herbalife products are sold through Herbalife Independent Members who support customers and can earn income or build a business. The company provides a Statement of Typical Earnings, noting that atypical achievements came from hard work, skill and dedication. Herbalife has faced legal challenges but continues to operate globally with a large distributor network.

Case Study 3: Avon’s Transition from MLM to Direct Sales

Avon is an American multinational company selling cosmetics, skin care, perfume, and personal care products. It is a multi-level marketing company based in London. In 2020, Avon had annual sales of $9.1 billion worldwide and 6.4 million representatives, making it the second largest multi-level marketing company in the world after Amway. In May 2019, Brazilian multinational Natura & Co announced its intent to acquire Avon; the deal closed in January 2020. Following the merger, Avon became a privately held company. Avon has shifted focus toward direct sales and e-commerce to adapt to changing market dynamics.

V. Legal and Ethical Considerations

MLM companies must comply with laws designed to prevent pyramid schemes, which are illegal in many jurisdictions. The FTC provides business guidance to help MLMs understand and comply with the law. According to FTC guidance, an FTC determination as to whether an MLM violates the law involves a fact-specific evaluation. MLMs should avoid misrepresenting participant earnings and should not make earnings claims without a reasonable basis. Income Disclosure Statements should not exclude participants who lost money or earned no money.

Participants should carefully evaluate the company’s business model, compensation plan, and product quality before joining. Research the company, consider costs, and understand that most people who join MLMs make little or no money or lose money.

VI. Tips for Success in MLM

• Focus on selling quality products rather than just recruiting.
• Build genuine relationships and provide value to customers and recruits.
• Stay informed about legal regulations and company policies.
• Commit to continuous learning and personal development.

Related Topics

• Direct Sales
• Network Marketing
• Sales Strategies
• Entrepreneurship
• Marketing Co-operation 
• Cooperation and Communication 

References

• Amway Official Website
• Herbalife Official Website
• Avon Worldwide
• FTC Business Guidance Concerning Multi-Level Marketing
• FTC: Multi-Level Marketing Businesses and Pyramid Schemes