DoTERRA

What DoTERRA does

doTERRA International, LLC is a privately held global essential oils and wellness company headquartered in Pleasant Grove, Utah, founded in 2008. The company produces and distributes a portfolio centered on CPTG (Certified Pure Tested Grade) essential oils — single oils and proprietary blends (On Guard, Breathe, Deep Blue, DigestZen, Adaptiv, Sleep) — and has expanded into adjacent categories including metabolic health (MetaPWR), personal care (doTERRA Spa, Veráge, doTERRA Baby), supplements (ProBiome, Daily Vitality), and home care (abōde). Underlying technology is anchored in a proprietary multi-stage third-party lab testing protocol (CPTG), the Co-Impact Sourcing program spanning 45+ countries, and the Source to You supply-chain transparency platform. The company does not sell through traditional retail; distribution runs exclusively through a direct-to-consumer e-commerce site and a multi-level marketing network of independent Wellness Advocates organized across more than 30 markets and 25+ corporate offices worldwide.

The business model is a hybrid MLM/DTC structure with three primary revenue streams: (1) recurring product sales at 25% wholesale discount through Wholesale Customers and Wellness Advocates, (2) one-time distributor enrollment fees ($35, periodically waived), and (3) the doTERRA Rewards loyalty program (LRP) that returns 10-30% of orders in points and offers free monthly products to drive subscription cadence. Approximately 92% of new U.S. customers are wholesale/retail buyers rather than active business builders, indicating the revenue base is dominated by personal-use consumption rather than team-driven recruitment. The company employs more than 3,200 corporate staff and operates a philanthropic arm, the doTERRA Healing Hands Foundation, which distributed $2.3M+ across 111 countries in the first nine months of 2025. The company is founder-led, with David Stirling returning as CEO in February 2026 to address acknowledged "economic and direct sales challenges," accompanied by Jessica Moultrie's appointment as President of North America.

Name

DoTERRA

Legal name

dōTERRA International, LLC

Website

https://doterra.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

doTERRA is a privately held global wellness company that produces CPTG-certified essential oils, supplements, and personal care products, distributing them exclusively through a multi-level marketing network of independent Wellness Advocates and direct e-commerce across 30+ countries.

Ownership category

akta.pro rank

Product category

Essential Oils and Wellness Products

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (4242)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Essential oils
• Aromatherapy products
• Wellness supplements
• Natural personal care
• Diffusers accessories

Headquarters

HQ city

Pleasant Grove

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: doTERRA generates revenue through direct sales of essential oils and wellness products to consumers via e-commerce and through the MLM distributor network. Wholesale Customers receive 25% discount on retail prices; Wellness Advocates earn commissions on sales through their downline organization.
2. Distributor Enrollment Fees: Wellness Advocate enrollment fee of $35.00 (may be waived during promotional periods). Enrollment provides access to discounted wholesale pricing and the ability to earn commissions through product sales and team building.
3. doTERRA Rewards (LRP) Program: Loyalty rewards program where members earn 10-30% of orders back in points redeemable for free products. Members placing orders over 125 PV receive free Product of the Month and other promotional benefits.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

doTERRA manufactures and distributes CPTG Certified Pure Tested Grade essential oils (single oils and proprietary blends such as On Guard, Breathe, Deep Blue, DigestZen, Adaptiv, and Sleep) along with related wellness products including nutritional supplements, personal care lines, diffusers, and the MetaPWR metabolic health system. The portfolio is sold globally through independent Wellness Advocates using a multi-level marketing model and through the doTERRA.com e-commerce site, supported by Co-Impact Sourcing from over 45 countries and the Source to You traceability platform.

Product overview

doTERRA is an integrative health and wellness company offering CPTG Certified Pure Tested Grade essential oils and related wellness products through a multi-level marketing model with independent Wellness Advocates. The core offering includes single essential oils (Lavender, Wild Orange, Peppermint, Lemon, Frankincense, etc.) and proprietary blends organized into product systems: On Guard, Breathe, Deep Blue, DigestZen, Adaptiv, and Sleep. The portfolio extends to metabolic health (MetaPWR System), personal care (Spa, Skin Care, Hair Care, Baby), supplements (Daily Vitality, ProBiome, Women's), and seasonal collections. Supporting platforms include Co-Impact Sourcing for ethical supply chain management, Source to You for product traceability, and doTERRA Rewards loyalty program. The company operates globally with 25+ corporate offices, sourcing from 45+ countries and employing 3,200+ people.

Differentiator

Problem solved

Functional benefit

Brands

• CPTG Certified Pure Tested Grade: Quality standard for essential oils with rigorous third-party lab testing
• Co-Impact Sourcing
• Source to You
• MetaPWR
• TerraShield
• Deep Blue
• DigestZen
• abōde
• doTERRA SPA
• doTERRA Healing Hands Foundation
• On Guard
• Breathe
• ProBiome
• RevitaZen
• Shinrin-Yoku

Products and services

• Essential Oils (Single Oils and Proprietary Blends) CPTG Certified Pure Tested Grade essential oils including single oils (Lavender, Wild Orange, Peppermint, Frankincense, Lemon, Cedarwood, Bergamot, Sandalwood) and proprietary blends (On Guard, Breathe, Deep Blue, DigestZen, Adaptiv, Sleep, Console, Hope Touch), sold individually and in bundle configurations for personal aromatherapy, topical, and household use.
• MetaPWR Metabolic Health System Metabolic health product system including MetaPWR Recharge Electrolyte Mix for hydration support, using liposomal nutrient delivery technology designed to improve absorption and efficiency for active consumers pursuing metabolic wellness.
• Personal Care Products Personal care portfolio spanning Sun Care, Body Care, dōTERRA Spa, Hair Care, Essential Skin Care, Veráge Skin Care, HD Clear Skin Care, and doTERRA Baby lines, formulated with essential oils and naturally derived ingredients for personal and family use.
• Supplements Nutritional supplement line including Foundational Wellness, Daily Vitality, Specialized Supplements, Children's Supplements, dōTERRA Women, Digestive Health, Nutrition, and ProBiome probiotic products designed to complement essential oil use with internal wellness support.
• Diffusers and Accessories Essential oil diffusers including the Laluz diffuser (winner of Good Housekeeping 2025 Bath Awards for ease of use, aesthetic appeal, safety features, and eight-hour runtime) and the Pilot portable diffuser, plus accessories supporting aromatherapy use.
• Starter Kits and Collections Curated starter kits and collections including the Home Essentials Kit, Healthy Habits Kit, Natural Solutions Kit (VMG), Aroma Essentials Collection, Healthy Start Kit, and Simple Solutions Kit, plus localized Spanish and Chinese collections, designed for new member enrollment and bundled product introduction.
• Frankincense Boswellic Acid Complex Microbead capsule supplement containing standardized 60% concentration of AKBA (Acetyl-11-keto-beta-boswellic acid) derived from Boswellia resin, marketed for joint comfort, mobility support, antioxidant protection, and musculoskeletal and nervous system health.
• RevitaZen Detoxification Line Detoxification product line launched at the 2025 Convention, designed to support daily detoxification through a combination of aromatherapy and nutritional products.
• abōde Home Care Line Home care product line under the abōde sub-brand, including abōde Liquid Dish Soap, offering naturally derived household cleaning alternatives that complement doTERRA's essential oil and wellness portfolio.
• Endless Summer Collection Limited-time seasonal collection featuring the returning Sunshine Blend essential oil, a new Hair & Body Mist, and a bundle pairing the blend with the portable Pilot Diffuser, sourced through doTERRA's Co-Impact Sourcing program and available throughout June 2026 while supplies last.
• TerraShield Mosquito Spray Mosquito protection spray featured in doTERRA's summer wellness product lineup, marketed as a natural, family-friendly solution for outdoor activities.
• doTERRA Rewards Loyalty Rewards Program (LRP) Subscription-based loyalty program where members earn 10-30% of orders back in points redeemable for free products, with free shipping rewards and free Product of the Month for orders exceeding 125 PV, available to Wholesale Customers and Wellness Advocates for recurring auto-ship purchases.
• doTERRA Hope Touch Uplifting essential oil blend containing Cedarwood, Wild Orange, Lemon, Petitgrain, Lemon Petitgrain, Pink Pepper, Bergamot, Sandalwood, Vetiver, Magnolia, and Jasmine, with $10 from each purchase donated to the doTERRA Healing Hands Foundation.

Quantifiable outcome

• 445,000 emergency relief kits distributed globally through Healing Hands Foundation over nine years
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Union for Ethical BioTrade (UEBT)coreStrategic or Co-development Partner · 1 October 2025doTERRA became a member of UEBT in October 2025, committing to responsible sourcing practices across prioritized botanical supply chains with annual reporting tied to biodiversity, human rights, and benefit-sharing. The membership supports doTERRA's Co-Impact Sourcing initiative and provides third-party verification of ethical sourcing practices.
• FairWild FoundationcoreStrategic or Co-development PartnerdoTERRA is pursuing FairWild certification and chain-of-custody assurance for frankincense sourced from wild Boswellia trees in the Horn of Africa and Arabian Peninsula. Three frankincense origins are already certified with Ethiopia's Boswellia papyrifera moving through the audit process.
• Global Farmers and Source CommunitiescoreStrategic or Co-development PartnerCo-Impact Sourcing initiative partners directly with farmers and growers in over 45 countries including Haiti, Australia, Nepal, Tanzania, Albania, Brazil, India, and Sri Lanka to ensure ethical sourcing, fair compensation, and community development support.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Young Living Essential Oils: The closest direct competitor: a Utah-headquartered MLM selling essential oils and wellness products through a similar independent-distributor model with a "Seed to Seal" quality standard, overlapping customer base, and comparable global footprint.
• Herbalife Nutrition: Large global MLM focused on nutrition, weight-management, and wellness products sold through independent distributors — directly comparable business model, premium pricing, and global distributor-driven GTM.
• Nu Skin Enterprises: MLM peer selling personal care, nutritional supplements, and beauty devices through independent distributors — overlapping premium-wellness positioning, Asia-Pacific strength, and anti-aging product adjacency to doTERRA's personal care lines.
• USANA Health Sciences: MLM seller of nutritional supplements and personal care with a science-forward brand, sharing doTERRA's premium positioning, distributor-led model, and overlap in supplements, vitamins, and cellular-nutrition categories.
• Melaleuca: MLM that markets wellness, nutrition, and eco-friendly home products (including essential-oil-based cleaning and personal care) through a customer-membership model — comparable in wellness + home-care mix and recurring-order economics.
• LifeVantage: MLM focused on nutrigenomic activation supplements and skin care with a smaller distributor base — competes with doTERRA's supplement line (e.g., MetaPWR, ProBiome) using the same direct-sales GTM.
• Nature's Sunshine Products: Herbal and nutritional supplements company with both MLM and wholesale distribution — overlapping botanical/herbal category with doTERRA's essential-oil and supplement portfolio.

Broad incumbents

• Amway: The largest MLM globally, with a wellness and home-care portfolio (Nutrilite vitamins, eSpring purifiers, Atmosphere air systems) that competes with doTERRA across nutritional supplements and home categories via the same distributor-led model.
• NOW Foods: Large independent manufacturer and retailer of essential oils, supplements, and natural products — sells through retail and practitioner channels rather than MLM, but competes on product, price, and quality in the same botanical-supplement category.

Emerging players

• Rockwell Aromatics (dōTERRA-adjacent indie brands): Emerging DTC essential-oil and wellness brands (e.g., Vitruvi, Edens Garden, Plant Therapy) selling direct to consumers online — emerging threat that competes on convenience and price transparency outside the MLM channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCOfpaxKnF8fqjRg05TGNHZQ
• Facebookfacebook.com/doterra
• LinkedInlinkedin.com/company/487743
• Instagraminstagram.com/doterra/?hl=en
• Pinterestpinterest.com/doTERRA
• Xx.com/doterra

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DoTERRA