The DSA Awards honor member companies raising the bar for direct selling.
Each year, DSA recognizes programs that turn strong ideas into measurable impact, from product and technology innovation to marketing, advocacy, training, partnerships, community leadership, and business practices that build trust.
The awards showcase the people and programs shaping the future of the channel and setting a standard others can follow.
Award Categories
Successful entries in this category will describe a specific program or tool that enhanced the training that allows their salesforce and staff to succeed.
- Describe the program or tool and illustrate its impact on the salesforce and/or the specific business outcome
- Clearly state objective of the program.
- Clearly describe the business need that prompted creation of the program or tool and outline the development and implementation processes.
- Illustrate the innovative and creative approach to achieving the stated objectives.
- Describe and illustrate the intended benefits of the program for the individual sellers.
- Describe the desired outcomes, and how the outcomes are quantifiable. Clearly illustrate the mechanisms for evaluating success.
- Show that the results support the objectives of the program.
Successful entries will demonstrate excellence, creativity and innovation in effective outreach to key audiences. Entrants are encouraged to highlight ways in which the program addresses the needs of diverse populations, be they ethnic, motivational, generational, etc.
- Describe the specific project or campaign, including the initial goals and objectives.
- Illustrate original thinking in creative idea generation and execution.
- Show that strategic thinking with relation to the business need, target audience and/or business environment was used.
- Evaluate the success of the project or campaign in terms of the initial goals and objectives.
- Provide quantifiable results that illustrate the success of the project or campaign.
- Describe how quality pre- and post-launch work was completed.
Successful entries will showcase a new product or service introduced to the marketplace in the previous year that sets a high standard of excellence and innovation.
- Describe the new product or service and illustrate how it is a category “game changer.”
- Provide a detailed description of how this product or service fits in to and/or enhances your company’s existing product mix.
- Describe how the new product leverages leading edge technologies.
- Illustrate that the new product has clear value added features and benefits.
- Show that the product has the potential to result in significant customer acquisition and/or market penetration.
Successful entries in this category will demonstrate excellence in the innovative use of technology.
- Illustrate the salesforce benefits of the program or tool through specific examples.
- Clearly describe the objective or need for the technology.
- Describe the development process involved in creating the concept.
- Outline the goals and outcomes related to the program or tool.
- Show that the technology is novel or unique or improves upon an existing technology.
- Illustrate how the elements of the program demonstrate a creative approach to the issue, situation or problem addressed.
- Describe the metrics for success, as well as the process used to evaluate success.
- Provide data regarding how this program impacted the company’s sales, recruiting and/or reputation.
- Show that the results of the program support the objective or need.
Successful entries will illustrate how a specific project or program made an impact beyond the bottom line. Has your company helped to increase awareness of the direct selling industry, best business practices, consumer protection, or high standards of ethics in business? Has your company worked to improve the lives of those in its community – whether it’s a local community or one on the other side of the globe?
- Describe the project or program, with a specific emphasis on the audience or demographic that will be reached or otherwise impacted
- Address the anticipated long-term impact.
- Provide information about future or ongoing efforts related to the project or program
- Illustrate that your company invests monetary resources in the program.
- Illustrate that your company invests human resources in the program.
- Provide specific data regarding the level of involvement from your corporate executives and/or the salesforce.
- Clearly identify and describe the impact on the target community.
Congratulations to Our 2025 Winners!
Excellence in Business
Compliance Training Program
Compliance, Reimagined: Training That Connects, Captivates, and Clicks
Let’s face it—compliance training isn’t exactly known for its entertainment value. But at Sunrider®, we saw an opportunity to turn this dry, often daunting topic into something memorable, meaningful, and fun.
When we set out to build a new culture of compliance in 2024, we didn’t start with policies or presentations—we started with family. Specifically, the youngest generation of the Chen family: the grandchildren of Sunrider founders, Dr. Tei-Fu and Dr. Oi-Lin Chen. The result? Chen Grandkids on Compliance—a kid-led video series that reimagines compliance training with humor, heart, and a whole lot of personality.
These short videos flip the script on traditional training by turning complicated topics—like health claims and ethical selling—into simple, unscripted conversations. Kids call out the do’s and don’ts in their own candid way. It’s unexpected. It’s culturally relevant. And best of all, it works.
What began as a creative risk became a business breakthrough—one that’s sparked laughter, learning, and lasting engagement across our global IBO (Independent Business Owner) community.
Government Relations & Advocacy
Advocacy through Action
Plexus Worldwide (“Plexus”) launched a nationwide campaign that strategically combined grassroots advocacy, community service, and government engagement to combat food insecurity while increasing awareness of the direct selling model. By activating its robust local Brand Ambassador network and leveraging its national footprint, Plexus partnered with regional food banks in high-need states, including Arizona, Texas, Florida, Utah, and Kansas. These events helped distribute over 100,000 meals to families in need and created compelling opportunities for engagement with elected officials at all levels.
Through direct invitations and personalized impact briefs, Plexus engaged state senators, representatives, mayors, and congressional staff in hands-on community service efforts. The campaign was amplified through multimedia content, traditional and social media coverage, and official recognition, resulting in coverage by four broadcast stations and three positive mentions in state legislative proceedings.
Plexus equipped Brand Ambassadors with advocacy toolkits to share their entrepreneurial stories, furthering education about the direct selling industry’s role in economic empowerment. This multifaceted initiative positioned Plexus as a socially responsible leader, building lasting relationships with policymakers while addressing critical community needs. The campaign demonstrated how corporate citizenship can effectively intersect with civic advocacy, leaving a tangible impact on both communities and legislation
Marketing & Sales Campaigns
Oportunidad Royal: Elevating Recruitment Through Product Immersion
Hy Cite’s Oportunidad Royal initiative repositions the business opportunity as a core product, distinct from cookware, to enhance Distributor recruitment and growth across the U.S., Mexico, and Brazil. Grounded in deep audience and cultural insights, the campaign uses a strategic communication plan with bold, aspirational messaging across traditional and digital media.
It highlights entrepreneurship through premium media—CNN en Español, Shark Tank México, and Televisa—framing direct selling as a credible path to business ownership. Tailored messaging for Hispanic markets through radio, print (Moi Magazine), and influencers builds emotional resonance.
Key campaign pillars include multi-platform synergy, reframing direct selling, culturally relevant storytelling, and digital retargeting. With over 40 million offline impressions expected, the campaign has sparked traffic spikes, improved brand perception, and empowered recruiting dialogues.
The initiative marks a turning point in direct selling, redefining industry perception and setting the stage for long-term media exposure and growth through 2024-2025.
Product Innovation
Deluxe Coffee Machine
Pampered Chef is committed to helping bring loved ones together around the table by providing recipes, inspiration, and high-quality products that simplify, inspire, and last.
Post-pandemic, more customers began creating coffeehouse-quality beverages at home. Pampered Chef identified an opportunity to help them save time and money by skipping the drive-thru, with a holistic offering of recipes, content, and a unique product to fill a product gap in the marketplace.
In 2024 Pampered Chef entered the hot coffee and beverage market with the Deluxe Coffee Machine, a first-of-its-kind, all-in-one machine that makes high quality espresso, Nespresso, K-Cups, ground coffee, and clean hot water—with exclusive, patent pending technology.
The launch of the Deluxe Coffee Machine has driven incremental bookings and sales, and opened the door to supporting line of products that continues to grow.
Technology Innovation
myNovaeDisputes Manager
Millions of consumers live with credit scores that don’t reflect their true financial situation. Errors, outdated information, and unverifiable accounts are common, yet often go unnoticed until critical moments such as applying for housing, financing, or employment. Most are left choosing between expensive monthly services or navigating outdated templates alone. Meanwhile, our independent consultants recognize the need but are restricted by compliance regulations that prevent them from offering direct support.
To address this, we brought together fintech engineers, credit experts, and compliance advisors to build myNovaeDisputes Manager! This innovative AI-powered technology transforms how consumers engage with their credit. It securely connects to all three credit bureaus, reviews full reports, and generates effective, personalized dispute letters based on anonymized outcomes from thousands of user accounts. Many customers access their first letter within 5 to 10 minutes! No delays, no third parties and no compliance risk for the field.
This creative solution continuously evolves through machine learning and real-time user data. Because users take action themselves, consultants confidently offer a compliant, technology-driven tool that delivers measurable benefits.
Since 2023, over 10,000 accounts have been created and thousands of reports are processed monthly. Reviews across BBB, Facebook, and Google highlight the credibility, results, and impact this solution brings.
Vision for Tomorrow
Casa Herbalife Program
For over 30 years, the Herbalife Family Foundation (HFF) has been committed to improving the lives of children and communities around the world. An integral part of this mission has been its Casa Herbalife program, which supports children in need by partnering with existing non-profit organizations to provide healthy meals and nutrition education to children globally.
Good nutrition is essential for every child, and across the developing world millions of school-age children attend classes hungry. Chronic undernutrition in early life is linked to reduced learning, poorer cognitive skills, lower earnings and a greater risk of living in poverty.
The Casa Herbalife program launched in 1998, when Herbalife founder Mark Hughes built an orphanage in Brazil – which was named Casa Herbalife. As of 2024, HFF operates 180 Casa Herbalife programs across 62 countries – including orphanages, hospitals, schools, and organizations. The program serves more than 500,000 meals and reaches 200,000 children annually.
This impactful program reinforces the importance of nutrition education – showing that good nutrition is more than simply providing food for hungry kids. Through Casa Herbalife, children receive the nourishment, care, and education they need to thrive today and spread their wings for tomorrow.
Hall of Fame Award Inductees
The Direct Selling Hall of Fame Award honors individuals who have devoted significant years of service and have made considerable contributions to DSA, DSEF and the direct selling industry.
2023 – David Holl, Mary Kay, Inc.
2021 – Heidi & Orville Thompson, Scentsy, Inc.
2018 – Jeff Reigle, Regal Ware, Inc.
2017 – Truman Hunt, Nu Skin Enterprises Inc.
2016 – John Fleming, Direct Selling News
2015 – Michael Lunceford, Mary Kay Inc.
2014 – Marjorie Fine, Shaklee Corp. 2012 – Dick & Doug DeVos
2009 – Joan and Andy Horner, Premier Designs
2008 – Brian C. Connolly, Avon Products, Inc.
2007 – Charles L. Orr
2006 – Harry W. Hersey, Jr.
2005 – W. Alan Luce
2004 – Alan D. Kennedy
2003 – Doris K. Christopher, The Pampered Chef, Ltd.
2002 – Erick J. Laine, CUTCO/Vector Marketing Corporation
2001 – Joe Louis Dudley, Sr., Dudley Products, Inc.
2000 – Mulford J. Nobbs, Jeunique International, Inc.
1999 – David W. Longaberger, The Longaberger Company
1998 – Jerry Heffel, The Southwestern Company
1996 – George C. Hescock, Direct Selling Association
1995 – J. Robert Brouse, Direct Selling Association
1994 – Richard C. Bartlett, Mary Kay Cosmetics, Inc.
1993 – Spencer Hays, The Southwestern Company
1992 – Gerald E. Gilbert, Hogan & Hartson
1991 – Patricia A. Weir, Encyclopaedia Britannica
1989 – J. Stanley Fredrick, Cameo Coutures, Inc.
1988 – Monty C. Barber, Mary Kay Cosmetics, Inc.
1987 – Jay Van Andel, Amway Corporation
1986 – Charles E. Swanson, Encyclopaedia Britannica
1985 – Richard H. Bell, Highlights for Children, Inc.
1984 – James E. Preston, Avon Products, Inc.
1983 – Neil H. Offen, Direct Selling Association
1978 – John S. Hamilton, Wear-Ever Aluminum, Inc.
1977 – Homer G. Perkins, Stanley Home Products, Inc.
1976 – Mary Kay Ash, Mary Kay Cosmetics, Inc.
1975 – Mary C. Crowley, Home Interiors & Gifts, Inc.
1975 – Richard C. Polinsky, Minnesota Woolen Company
1974 – H. Thomas McGrath, Avon Products, Inc.
1973 – E. Cabell Brand, The Stuart McGuire Co., Inc.
1971 – Alfred C. Fuller, The Fuller Brush Company
1971 – E.J. “Pete” Sievers, Watkins Products, Inc.
1970 – H. Edison Birginal, Beeline Fashions, Inc.
1970 – Harry F. Taylor, Studio Girl Cosmetics, Inc.
1969 – Gary J. McDonald, The Management Team, Inc.
1969 – Alfred G. Winfrey, Sarah Coventry, Inc.
1968 – John A. Ewald, Avon Products, Inc.
1968 – C. Clair Knox, Knox Associates, Inc.
1967 – L.J. “Les” Engleson, C.W. Stuart & Company
1966 – Charles C. McPherson, Stanley Home Products, Inc.
1966 – Alvin K. Saeks, The Puro Company, Inc.
1965 – Harold A. Schatz, The West Bend Company
1965 – Lyman K. Stuart, C.H. Stuart Inc.
1964 – James M. George, National Association of Direct Selling
1963 – Wallace E. Campbell, The Fuller Brush Company
1963 – John C. Luhn, The Easterling Company, Inc.
1963 – Stephen Sheridan, Electrolux Corporation
1963 – Gov. Lloyd Crow Stark, Stark Bro’s Nurseries