The numbers
All figures are WFDSA 2024 data from the WFDSA Statistical Database unless noted.
| Measure | 2024 | Change |
|---|---|---|
| Retail sales | BRL 42.3 billion ($7.84 billion in constant 2024 USD) | up 6.3% in reais |
| Global rank | 7 | |
| Share of global sales | 4.8% | |
| 3-year compound annual change | +3.6% | |
| Independent representatives | 2.75 million | down 13.6% from 3.19 million |
| Women in the sales force | 85% |
Sales by product group (WFDSA, 2024, DSA member companies): cosmetics and personal care 77.9%, home care 7.5%, household goods and durables 6.2%, wellness 4.9%, clothing and accessories 3.1%, food and beverages 0.3%, other products and services 0.1%.
WFDSA coverage note: Sales and sales force cover the entire industry; product split and gender are DSA member companies only.
What the numbers say
Brazil is the seventh largest market, per WFDSA, and the most beauty-heavy of the large markets: cosmetics and personal care are almost four in five reais of member sales. Wellness, the top category globally, is under 5% here.
Sales and sellers moved in opposite directions in 2024. Sales rose 6.3% in local currency, while the representative count fell 13.6%. Fewer sellers produced more sales, so sales per representative rose sharply. The WFDSA STATS release names Brazil as one of the key growth markets.
The sales force is 85% women, well above the global 72.1% on WFDSA's Global Statistics page. For party-plan brands, Brazil is a beauty market first, and the 2024 trend is a smaller field selling more per person.
Over three years, Brazil's sales grew at a 3.6% compound annual rate, per WFDSA, so 2024 ran ahead of that trend. After beauty, the next largest categories are home care at 7.5% and household goods at 6.2%.
Association
The national association is the Associacao Brasileira de Empresas de Vendas Diretas (ABEVD).
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Note on this data
Figures are as published by WFDSA for 2024 and may be restated in later releases. WFDSA converts local currency to constant 2024 US dollars, so dollar figures can differ from local reports. This page is general information about the market. It is not financial, legal, or business advice, and it does not describe what any person will earn. Starting or joining a direct selling business carries risk, and results vary.