The industry continues to grow, managing a 9.9% growth between 2010 and 2011. The impact of the direct selling industry on unemployment and poverty was recognised by the former minister of Defense and Military Veterans, Lindiwe Sisulu.

Speaking at the DSA’s 40^th anniversary event in Sandton on 23 May, Sisulu said that the low barrier of entry into the industry enabled people without education to engage in the economy and, through enthusiasm and hard work, earn enough to sustain themselves and pay for their children's university education. “It is also an industry that enables people to improve their skills – whether this is to learn bookkeeping or to just manage their own finances. This industry, especially for black people, has huge potential,” she said.

The largest direct selling company in the world and one of the 39 direct selling companies in South Africa, Avon Justine has over 125 years global experience in empowering women through its earning opportunity. Last year in May, Avon launched a new sales model (ASLF) to further enhance the earning potential of its representatives who become sales leaders. The model rewards sales leaders that achieve a prescribed amount of personal sales while also sharing the opportunity with others through recruiting new sales leaders. Some, like Alice Mthini, are thriving through ASLF.

Mthini, a former domestic worker for 21 years without much education can now afford to take her children to private schools because of the earnings from her Avon business. Another sales leader, former teacher Brenda Buthelezi was able to pay up her debts, take her child to a boarding school and change careers to realise her dream of becoming a beautician. Laurette van der Merwe who is also an independent Avon sales leader now lives in a comfortable four bedroom home after going through several years of hardship when the family lost their home and car. The Avon earning opportunity has enabled her to afford a new home as well as quality university education for her children.

“The general perception of Avon is that we are a beauty and cosmetics company but in reality we are first and foremost a direct selling company, giving women the opportunity to do it for themselves through our earning opportunity,” says Vicky Saunders, PR, internal communications and corporate affairs manager at Avon Justine.