Jeunesse

Randy Ray and Wendy Lewis were veteran direct sales entrepreneurs before they started Jeunesse. In 2009 they met dermatologist Dr. Nathan Newman and tried his facial serum, which became Luminesce. The company launched at 9 p.m. on September 9, 2009, a date the founders chose because, as the company explained, the number nine stands for longevity in many cultures. The name is French for "youth."

Jeunesse was based in Lake Mary, Florida, near Orlando. Its growth was among the fastest in direct selling. Sales were about $400 million in 2014. In 2015 Jeunesse became the youngest direct seller to reach $1 billion in annual sales, and Direct Selling News ranked it 14th on its 2017 Global 100 list after 2016 sales of $1.4 billion. The company reported a record $1.46 billion in 2018 and $1.1 billion in 2019, its fifth straight year above $1 billion.

“Jeunesse is a global direct selling company with a mission to positively impact the world by helping people look and feel young, while empowering them to unleash their potential.”

Jeunesse company statement — press release, Lake Mary, Florida, April 2017

The company grew partly through acquisitions. It added the MonaVie juice brand to its line, and in 2021 it acquired the direct seller Verway.

Jeunesse grouped everything under its Youth Enhancement System, or Y.E.S., split into "Look Young" and "Feel Young" products.

• Skin care: the Luminesce line of serums, cleansers, moisturizers and night repair cream, formulated by Dr. Nathan Newman; Instantly Ageless, a temporary cosmetic for under-eye puffiness and fine lines; and later NV cosmetics, Naära and the RVL hair care line.
• Nutrition: Reserve, a fruit gel blend with resveratrol in single-serve packs; AM & PM Essentials; and Finiti.
• Weight and energy: the Zen Bodi line, the M1ND brain-health drink, Nevo energy drink and RevitaBlu.
• Drinks: MonaVie juice and MX2O water.

The company described its products in strong scientific terms, including stem cell research, DNA repair and telomere support. Those were the company's own claims, and buyers should judge such claims with care. Old Direct Sales Aid notes listed skin care from about $45 to $135 and a month of supplements from about $48 to $289.

Sellers were called Distributors. They sold online through a personal website the company provided, and built teams across borders using the company's global enrollment system and multilingual back office. Large events were part of the culture: Jeunesse said its 2016 World EXPO drew 18,000 attendees from more than 100 countries. Its website also promoted Lifestyle Rewards, such as travel, for qualifying Distributors.

Distributors joined by buying an enrollment package. The old Direct Sales Aid profile listed startup costs from about $49 up to $1,500 for the largest product packs. Pay came from retail sales and from commissions on team sales, with bonuses as Distributors rose through the ranks. The full details lived in the company's compensation plan and income disclosure statement, which changed over the years; we have not been able to verify the final version.

The end came in two steps. In January 2023, Direct Selling News reported that LACORE Enterprises had acquired 100% ownership of Jeunesse Global. At that time the company had 30 offices in 8 regions and served customers in 124 countries. LaCore appointed Jason Borné, a Jeunesse Diamond Distributor since 2012, as chief executive.

On October 30, 2024, Velovita, a direct seller based in Sunrise, Florida, announced that it had acquired assets of Jeunesse Global. Borné joined Velovita to oversee the move.

“We are thrilled to welcome the Jeunesse® team to our network and to further our mission of delivering top-quality, cutting-edge, and impactful wellness solutions globally.”

Kosta Gara, CEO of Velovita — Velovita announcement, Business For Home, October 2024

In December 2024, the industry site BehindMLM reported that the deal included Jeunesse's websites, social media accounts and product catalog, that the old Jeunesse website redirected to Velovita, and that Jeunesse appeared to operate under Velovita's compensation plan. By October 2026, jeunesseglobal.com no longer loaded.

Today the Jeunesse company is gone, but much of its line lives on. Velovita sells Luminesce, Reserve, Finiti, M1ND, RevitaBlu and L1FE NMN under its own brand, through sellers it calls Members. Readers who want those products can see the Velovita profile on Direct Sales Aid.