On Earth Day 2026, Seldia, the European Direct Selling Association, highlighted the environmental efforts of its members, including Amway, Oriflame, Coral Club, Avon, Nu Skin, and Herbalife. The initiatives range from regenerative farming and digital labelling to community clean-ups and zero-waste packaging, underscoring the sector's commitment to sustainability.
Seldia's announcement comes as the EU advances its Green Deal and Circular Economy Action Plan, with the European Commission pushing for digital product passports and stricter packaging rules. The direct selling industry, which relies on extensive distribution networks, faces pressure to reduce its environmental footprint while maintaining competitiveness.
Amway is focusing on regenerative farming, using GPS technology and precision weeders on its organic farms, and its Madurai plant sourced most of its power from renewables in 2025. The eSpring Water Purifier reduces energy use by 25% and filters the equivalent of 10,000 plastic bottles per household annually. Oriflame is advocating for digital labelling to reduce packaging waste, representing the cosmetics industry at a Digital Consumer Information Alliance exhibition in Brussels in April 2025, ahead of the upcoming European Digital Product Passport.
Coral Club organized a beach clean-up in Gdynia, Poland, for World Water Day, collecting 100 kg of waste with over 90 participants. Avon has set Science Based Targets for 2030, achieved zero operational waste to landfill in 2023, and aims for 100% reusable, recyclable, or compostable packaging by 2030. It also works with the Responsible Mica Initiative and Action for Sustainable Derivatives for ethical supply chains. Nu Skin is assessing the environmental impact of its entire product portfolio, targeting 100% sustainable packaging by 2030, and increasing use of post-consumer recycled plastics. Herbalife aligns with the EU Code of Conduct on Responsible Food Business and Marketing Practices, aiming for a climate-neutral food chain by 2050. It has eliminated virgin plastic in airfills across 26 EU markets and saved 24.8 tonnes of plastic by removing virgin plastic scoops from powdered products.
These efforts demonstrate the direct selling sector's role in advancing sustainability, though challenges remain in balancing environmental goals with business growth. The initiatives show positive impacts on reducing waste and carbon footprints, but may increase operational costs for companies and potentially affect product pricing for consumers. National authorities benefit from industry-led compliance with EU environmental targets, while the sector itself gains reputational advantages and alignment with regulatory trends.
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