Young Living

What Young Living does

Young Living Essential Oils is a privately held direct-selling company founded in 1993 by D. Gary Young and Mary Young, headquartered in Lehi, Utah. It manufactures and distributes essential oils, wellness supplements, personal care, beauty, and home-cleaning products under a vertically integrated model that includes owned and partnered global farms and the proprietary 'Seed to Seal' quality assurance program spanning sourcing, science, and standards. The product portfolio spans over 100 essential oil singles and proprietary blends (including Thieves, Valor, Peace & Calming, Frankincense2), nutritional supplements anchored by the NingXia Red wolfberry beverage, beauty lines (BLOOM skincare, Savvy Minerals cosmetics, ART, Mirah), CBD-infused products (acquired via the 2019 Nature's Ultra deal), child and pet lines (Seedlings, KidScents, Animal Scents), and connected diffuser hardware managed via the Aroma Connect App built around DeepSpectra Technology.

The company sells exclusively through a multi-level marketing channel: independent Brand Partners purchase at wholesale pricing, enroll new distributors, and earn commissions through a tiered compensation plan tied to monthly Personal Volume (PV) thresholds (50 PV enrollment minimum, 100 PV for advanced bonuses). Revenue is generated via Brand Partner product purchases, retail customer sales, and a recurring Essential Rewards loyalty subscription. Distribution is anchored by 14+ regional offices across North America, Latin America, Europe, Asia (Japan, Singapore, Malaysia, Indonesia, Hong Kong, Taiwan, Philippines), and Oceania, plus country-specific e-commerce sites in 60+ jurisdictions.

Branded as the self-proclaimed 'world leader in essential oils,' Young Living also markets itself as a wellness entrepreneurship platform, differentiating through quality claims, proprietary farm-to-bottle supply chain control, regional certifications such as DSN-MUI Halal in Indonesia since 2020, and large-scale distributor events such as the European Convention 2026 in Budapest. Mary Young has served as CEO since D. Gary Young's death in 2018, and the company has been progressively professionalized through senior hires including a CFO, Chief Scientist, Chief Sales Officer, and Chief Supply Chain Officer.

Name

Young Living

Legal name

Young Living Essential Oils

Website

https://youngliving.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Young Living Essential Oils is a privately held, Utah-based direct-selling company founded in 1993 that produces and distributes essential oils, nutritional supplements, beauty, home, and CBD products through a global network of independent Brand Partners operating across 60+ countries under a Seed to Seal quality program.

Ownership category

akta.pro rank

Product category

Essential Oils & Wellness Products

NAICS

Health and Personal Care Retailers (4561), Food (Health) Supplement Retailers (456191), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Flavorings & Extracts (Natural & Artificial) (CRADAOAA)

akta.pro secondary industries

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD), Vitamins & Minerals (Single Nutrients) (CRADAGAB), CBD/Hemp Topicals & Beauty Retail (CRANAHAB), Aromatherapy & Essential Oil Body Treatments (HSALAFAI)

Keywords

• Essential oils
• Aromatherapy products
• Direct selling wellness
• Natural personal care
• Nutritional supplements

Headquarters

HQ city

Lehi

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Brand Partner Product Purchases: Brand Partners purchase products at wholesale pricing (minimum 50 PV per month for enrollment maintenance) and earn compensation through retail margins, bonuses, and team commissions based on a multi-tiered compensation plan.
2. Retail Customer Sales: Direct sales to retail customers purchasing through the company's e-commerce platform at suggested retail prices.
3. Essential Rewards (Loyalty Program): Subscription-style monthly ordering program where members receive points, discounts, and free products for consistent monthly purchases of 50+ PV.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Young Living manufactures and sells pure essential oils (singles and proprietary blends) and a portfolio of oil-infused wellness products spanning nutritional supplements (NingXia Red), cleaning products (Thieves), skincare and cosmetics (BLOOM, Savvy Minerals, Art, Mirah), baby and pet care (Seedlings, Animal Scents), CBD wellness, and diffusers. Products are sold exclusively through a global direct-selling model via independent Brand Partners and the company's e-commerce Virtual Office platform.

Product overview

Young Living Essential Oils operates as a direct-selling wellness company offering a comprehensive portfolio of essential oils and oil-infused products. The core offering consists of single essential oils (Lavender, Lemon, Peppermint, Frankincense, and 50+ others) and proprietary blended essential oil formulations (Thieves, Valor, Peace & Calming, and 40+ others), available as pure oils, roll-ons, and massage oils. The product ecosystem includes wellness beverages (NingXia Red wolfberry drink), CBD collections, beauty lines (BLOOM skincare with collagen drinks, Savvy Minerals cosmetics, ART skincare), baby/family care (Seedlings, KidScents), home care (Thieves cleaning and oral care products), and nutritional supplements. The company differentiates through its Seed to Seal quality program spanning sourcing, science, and standards, with global farm operations. Products are distributed through Brand Partners via a direct-selling model with starter kits, loyalty rewards programs, and business tools including the Aroma Connect app for controlling smart diffusers.

Differentiator

Problem solved

Functional benefit

Brands

• NingXia Red: Exclusive wolfberry-based nutritional supplement product line
• Thieves
• BLOOM by Young Living
• CBD
• DeepSpectra
• Seedlings
• KidScents
• Savvy Minerals
• Art
• Mirah
• Animal Scents
• Aroma Connect
• Seed to Seal

Products and services

• Essential Oil Singles Pure single essential oils extracted from plant parts including flowers, leaves, wood, bark, roots, and seeds through steam distillation, cold pressing, or resin tapping. Sold to retail customers and Brand Partners for aromatherapy and topical use.
• Essential Oil Blends Proprietary blended essential oil formulations combining multiple oils for specific therapeutic or aromatic purposes, including popular blends like Thieves, Valor, and Peace & Calming. Sold to retail customers and Brand Partners.
• Essential Oil Roll-Ons Pre-diluted essential oils in convenient roll-on applicators for easy, mess-free topical application. Sold to retail customers and Brand Partners.
• NingXia Red Flagship wolfberry (goji berry) based nutritional supplement beverage harnessing the benefits of the Ningxia wolfberry for overall health and wellness. Sold to retail customers and Brand Partners.
• CBD Collection Product line combining high-purity CBD with quality essential oils for internal and external wellness approaches, available in food-grade and cosmetic-grade formulations. Includes Nature's Ultra-acquired CBD products.
• Thieves Proprietary blend of Clove, Lemon, Cinnamon Bark, Eucalyptus Radiata, and Rosemary essential oils developed by Gary Young, expanded into a full cleaning and home care product line including household cleaners, oral care, and more. Sold to retail customers and Brand Partners.
• BLOOM by Young Living Beauty and skincare line featuring collagen drinks, facial care, and body care products infused with essential oils for natural skincare. Sold to retail customers and Brand Partners.
• KidScents Gentle essential oil products formulated specifically for children, including diffusers and wellness products designed for young ones. Sold to retail customers and Brand Partners.
• Seedlings Baby and family care product line using gentle, natural plant-based ingredients safe for children and families. Sold to retail customers and Brand Partners.
• Savvy Minerals Mineral-based cosmetics and makeup line using natural ingredients. Sold to retail customers and Brand Partners.
• Diffusers & Accessories Essential oil diffusers including ultrasonic diffusers, the Luna Mist and Wake Up Light smart diffusers, and replacement parts for aromatherapy dispersion, plus accessories for essential oil use. Sold to retail customers and Brand Partners.
• Premium Starter Kits

Quantifiable outcome

• 25+ years of Seed to Seal quality commitment

Segments4 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

Two partnerships are on record, tiered core.

• D. Gary Young Research InstitutecoreOthersInternal research and analytical sciences division of Young Living, operating within the Global Headquarters in Utah. Conducts research on essential oils, product development, and quality testing. Named after company co-founder D. Gary Young.
• DSN-MUI (Indonesian Ulema Council)coreStrategic or Co-development PartnerIslamic certification body that provides Sharia compliance certification for Young Living Indonesia operations since 2020, ensuring products meet strict halal standards and business practices align with Islamic ethical principles.

Scale indicators4 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• doTERRA International: Closest direct competitor: doTERRA is the other major MLM essential oils company globally, founded in 2008, with comparable product breadth, direct selling model, and international footprint. Most directly comparable peer for competitive benchmarking in essential oils MLM.
• Plant Therapy Essential Oils: Direct-to-consumer essential oils brand that competes on purity claims, third-party GC/MS testing, and retail/D2C pricing. Represents the non-ML alternative business model for essential oils with comparable product categories.
• Edens Garden: Family-owned direct-to-consumer essential oils company offering high-quality single oils and blends with transparent sourcing. Closest non-MLM competitor in pure essential oils retail segment, useful for assessing D2C pricing dynamics.

Broad incumbents

• Herbalife Nutrition: Large-cap MLM wellness company selling nutrition and personal care products through independent distributors globally. Comparable business model, customer acquisition mechanics, and regulatory exposure to MLM-related scrutiny. Useful proxy for valuation and distributor economics.
• Nu Skin Enterprises: Public MLM personal care and wellness company with similar direct selling structure and Asia-Pacific emphasis. Comparable GTM model (distributor network) and product overlap in anti-aging skincare and nutritional supplements.
• Aura Cacia (Frontier Co-op): Established aromatherapy and essential oils brand owned by Frontier Co-op, distributed through natural product retail channels. Comparable product category and quality positioning, but uses traditional retail distribution rather than MLM.
• Amway: One of the largest global MLM companies with extensive product portfolio including nutrition, beauty, and home care. Comparable global direct selling scale, distributor model, and multi-decade brand history. Useful for benchmarking mature MLM economics.
• NOW Foods: Large privately-held natural products manufacturer with broad essential oils, supplements, and personal care portfolio. Comparable product breadth and natural products positioning, but uses retail/wholesale distribution rather than MLM.
• Melaleuca: Large private MLM company selling health, wellness, and home care products through member network. Comparable product categories (wellness, cleaning, personal care), MLM distribution model, and privately-held status with no external equity.

Emerging players

• Nature's Ultra (Young Living subsidiary): CBD wellness company acquired by Young Living in 2019, focused on CBD wellness products. Comparable category overlap with Young Living's CBD Collection 2026 launch and offers insight into YL's internal CBD capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/YoungLivingEurope
• Facebookfacebook.com/YoungLiving
• Xx.com/younglivingeo
• LinkedInlinkedin.com/company/young-living-essential-oils

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Young Living