From Technology and Marketing to Advocacy and Community Impact, DSA Recognizes Direct Selling Leaders for Innovation and Excellence

Washington, D.C. – The U.S. Direct Selling Association (DSA) today announced the winners of the 2025 DSA Awards, honoring companies that set a benchmark for excellence and integrity in the direct selling industry. 

This year’s recipients are recognized not only for innovation and creativity but also for embodying the best practices that safeguard consumer trust, ensure compliance, and drive sustainable growth.

“These winners represent the gold standard of direct selling,” said Dave Grimaldi, president and CEO of DSA. “Their work demonstrates how businesses can achieve growth while operating with transparency, innovation, and a deep respect for customers and independent sellers. These programs set a model for others in the channel.”

The awards underscore DSA’s mission to highlight companies that exemplify ethical entrepreneurship, industry leadership, and a commitment to building trust through rigorous standards and education.

2025 Award Winners:

• Excellence in Business: Sunrider - Compliance Training Program

• Government Relations + Advocacy: Plexus Worldwide - Advocacy Through Action: Plexus Partners with Regional Food Banks to Fight Hunger and Elevate the Direct Selling Channel

• Marketing + Sales Campaigns: Hy Cite - Oportunidad Royal; Elevating Recruiting through Product Immersion

• Product Innovation: Pampered Chef - Deluxe Coffee Machine

• Technology Innovation: Novae - myNovaeDisputes Manager

• Vision for Tomorrow: Herbalife - Casa Herbalife Program

In a first-of-its-kind celebration, DSA will travel to each winner’s headquarters this fall to honor the teams behind these achievements in person.

“These initiatives are proof that growth and compliance go hand-in-hand,” Grimaldi added. “When companies invest in transparency, training, and innovation, the entire channel benefits.”

For more information about the DSA Awards and how these programs are shaping the future of direct selling, visit www.dsa.org

ABOUT DIRECT SELLING ASSOCIATION

For more than a century, the U.S. Direct Selling Association (DSA) has served as the national trade association for companies offering entrepreneurial opportunities to independent sellers, allowing them to market and sell products and services outside of a fixed retail establishment. In 2024, direct selling took place across the United States, generating $34.7 billion in retail sales, and 5.4 million entrepreneurs in the U.S. sold products or services through the direct selling channel, providing a personalized buying experience for millions of customers.