During the COVID period, direct selling businesses in the health and wellness industry saw a surge in sales, as consumers became increasingly concerned about their health and safety. While some direct selling companies saw a significant increase in search volume during the pandemic, others struggled to keep up. Companies that have a higher search volume grow at a faster rate in terms of revenue. The following study includes a comparison of the companies' search popularity and annual growth rate. The pandemic had no substantial influence on the industry, according to the World Federation of Direct Selling Associations (WFDSA). While some businesses saw significant growth, others battled to keep it going.

We looked at the organic searches for popular direct selling brands and found that most of them were up, except for Avon, which saw a 0.74 million decrease in searches. The search volume for brands such as Forever Living remained stable.

Avon's average monthly search volume has decreased by 0.74 million. Natura & Co. was purchased by the firm in January 2022. In the first quarter of 2020, the company's revenue dropped by 2.4 percent. Coway's average monthly searches were 0.05 million in the pre-COVID period and nearly doubled to 0.09 million during the pandemic, indicating that the town was significantly affected. During the pandemic, Mary Kay's average monthly searches surpassed one million for the first time. Mary Kay had a stronger difference of 0.17 million compared to its pre-COVID search traffic of 0.82 million. Throughout the pre-COVID period, Melaleuca maintained its 0.36 million search traffic.

Natura's search volume climbed by 22.4 percent over the pre-COVID era. The company's retail sales increased to $7.16 billion in 2020, following a 96 percent increase in 2019. However, after acquiring Avon in January 2020, Natura's search popularity plummeted during that time.