Monat Overview
- Founded
- 2014
- Est. Market Partners
- 15,000
- Commission
- 30% - 45%
- Downline Commission
- 3% - 12%
- Startup Cost
- $99
- Products Sold
- Hair Care, Skin Care, Makeup, Wellness, Men's Grooming
- Category
- Cosmetics, Makeup & Skin Care
- Home Office
- Doral, Florida
There is a reason a good hair day is worth celebrating: you look good and feel amazing. MONAT built its name on that feeling. The Urdaneta family launched the company in October 2014 with a line of salon-quality shampoos, conditioners and the REJUVENIQE oil that still anchors the brand, and it has since added skincare, makeup and wellness supplements. Products are sold only through independent MONAT Market Partners and their personal websites, not in stores. The company describes its formulas as naturally based and low-tox, and it holds Leaping Bunny cruelty-free certification. Whether you want to shop or to sell, MONAT is one of the biggest names in direct sales beauty.
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Company Overview
In 2014 the Urdaneta family had a vision. Luis Urdaneta, now Chairman, and his son Rayner (Ray) Urdaneta, now CEO, launched MONAT Global in October of that year from Doral, Florida, with a focus that was rare in direct sales: hair. Everyone already uses shampoo, so there is an automatic level of interest built right in. Canada followed in October 2015, and by the company's third anniversary it reported more than 50,000 Market Partners and 150,000 VIP customers.
The MONAT difference
Botanical oils in premium haircare are not new, but MONAT built its whole line around one: REJUVENIQE, a blend of 13-plus plant and essential oils that the company says is highly compatible with skin and hair. It appears in almost every product, from the densifying IR Clinical range to MONAT for Men. The company describes its formulas as naturally based and low-tox, says it never tests on animals, and holds Leaping Bunny certification. It also owns its manufacturing and R&D, makes products in the United States to European standards, and claims more than 80 product awards.
The catalog has grown well beyond hair. Today it spans haircare (BOND IQ repair, GLOSS MODE shine, Scalp Comfort, hot tools), skincare (REWIND Age Control Nectar, Barrier Booster niacinamide serum, Night Haven), makeup (Modern Glow skin tint, GlowTint lip oil) and wellness (THE IR hair supplement). In October 2026 MONAT took 14 medals at the Global Green Beauty Awards, with REWIND winning three golds. Euromonitor International has certified it the world's number one direct seller of premium haircare for four consecutive years.
MONAT sells in 18 countries across North America, Latin America, Europe and Asia Pacific; Germany, launched in May 2025, was its fastest start yet. In March 2026 the company added Facebook and Instagram shops to its TikTok Shop program, so Market Partners can now sell as social affiliates as well as through their own sites.
While others are choosing between affiliate and direct sales, we've built a MONAT exclusive model that does both.
Ray Urdaneta, CEO and Co-Founder, MONAT Global — company announcement, March 2026
The company says it has sold more than $3.4 billion of product, paid more than $1.5 billion in commissions and donated $8 million through the MONAT Gratitude Foundation. All MONAT products are sold through Market Partners and their personal websites, not in stores.
Starter Kit
Becoming a Market Partner starts with the $99 MONAT Starter Kit, which the company's policies describe as training material, product samples and business support literature. It is the only required purchase; the 2025 income disclosure states that nothing more than the Starter Kit is needed to open or operate a MONAT business. The kit price includes your replicated website (a personal mymonat.com storefront), and the account renews each year for $59.99.
Most new Market Partners also choose a Product Pack so they have full-size products to use and demonstrate. The December 2024 U.S. plan lists six: Custom Essentials Lite ($149), Custom Combo ($199), Hair Essentials ($249), Skin Essentials ($249), Success ($400) and Overachiever ($650). Packs are optional, and the sponsor earns a bonus of $35 to $250 on each one sold, so expect to be encouraged toward the bigger ones. Returned kits and packs count as a voluntary cancellation, and resalable kits are repurchased under the company's return policy. Licensed stylists can instead enroll through the MONAT Stylist Program, which comes with a Stylist Kit of salon sizes. Enrollment is online at mymonat.com; you must be 18 or older and live in an open market.
Compensation Plan
MONAT pays Market Partners in two layers, and the first is the one that matters for most people. The Retail Bonus is 30% on sales to retail customers and 15% on sales to VIP customers, paid weekly. A Super Seller Bonus adds 3% to 15% on top once your monthly customer volume passes 500 PV, which is how the plan reaches its headline of up to 45%. To stay active you need 200 PV in a calendar month, counting your own and your customers' purchases.
Team earnings start at Associate Market Partner. A Uni-Level Bonus pays 3% to 12% on commissionable volume down through four levels depending on paid-as rank, a 2% Group Volume Bonus covers your personal group, and Generation Bonuses of 2% to 4% open at Associate Market Mentor. There are twelve ranks from Market Partner to Senior Executive Director, one-time Rank Advancement Bonuses of $500 to $20,000, a PowerStart program for your first six months, Product Pack bonuses and a Motor Club car bonus for Market Mentors and above.
Read the income disclosure before you decide. MONAT's 2025 U.S. statement puts the average annual income for all Market Partners at $665, with 44% earning no commissions; 91.69% held the entry Market Partner rank and averaged $81 for the year, while the 0.01% at Senior Executive Director averaged $1.23 million. The plan changes periodically, so check the company's current compensation plan for exact figures.
Pros / Cons
PROS
- Weekly pay on customer sales: 30% retail and 15% VIP, with no waiting for month end.
- Products people already buy. Haircare is a repeat purchase, and the VIP Flexship program (15% off, free product on orders two to four) does the reordering for you.
- Real third-party recognition: Euromonitor's number one direct seller of premium haircare for four years running, Leaping Bunny certification and a stack of 2026 Green Beauty awards.
- Low required outlay. The $99 Starter Kit includes your website, and product packs are optional.
- Social selling built in. TikTok Shop and, since April 2026, Facebook and Instagram shops let you sell as an affiliate without hosting parties.
CONS
- Thin average earnings. The 2025 income disclosure shows an average of $665 a year, and 92% of Market Partners stayed at the entry rank and averaged $81.
- Premium prices. A single shampoo or serum costs more than most drugstore and many salon brands, so you are selling value, not price.
- Pressure to buy a product pack. Sponsors earn $35 to $250 per pack sold, and the Overachiever pack is $650.
- Ongoing costs: 200 PV a month to stay active, a $59.99 annual renewal and a $100 reinstatement fee if you lapse.
- A crowded field. MONAT has thousands of Market Partners in most U.S. markets, so new sellers compete with established ones for the same customers.
Monat User Reviews+ Add a Review
I have been a hairstylist including a salon owner for 15 years. I myself have had the worst case scenario hair for 8 years. I was introduced to this product because a couple of my clients were on it when I had no idea what it was. I noticed instantly a change in their hair and it intrigued me. A few months later I tried the products on myself and a few select customers… Six months down the road I replaced all the products I was currently carrying in the salon with strictly MONAT. It truly is the only haircare I have ever experienced that actually Does what it says it’s going to do #TRUELOVE
I have been losing my hair for nearly 18 years now, some areas were down to skin. Not wanting to go with chemical based products or surgery I decided to shave completely. Late last year we discovered MONAT and the promise behind an all natural, chemical free, essential oil-infused hair care line (from shampoo & conditioner to shave line, hair replenishing and regrowth) we were sold. I have to say much to my surprise I have regrown nearly 40% of hair in the back, and slowly have been seeing results in front (this area has been bald for 12 years). We are customers and Market Partners for l...
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