Amway

Amway was founded in 1959 in Ada, Michigan, by Richard DeVos and Jay Van Andel, and has grown into one of the world's largest direct-selling companies, operating across more than 100 countries under the Alticor parent company umbrella. The fragrance line sits within Amway's broader beauty division, marketed primarily under the Artistry sub-brand and sold exclusively through the company's network of independent business owners. Amway's fragrances were developed with major fragrance houses including IFF and Givaudan, and include both feminine and masculine compositions. The Artistry portfolio spans soft florals, citrus-forward freshness, and woody aromatic orientals, formulated at higher concentration levels than typical mass-market products despite Amway's broadly accessible price positioning. The direct-selling model means Amway fragrances are not found in conventional retail; pricing is set for distributor networks, with the effective consumer cost sitting in the accessible tier. The catalogue is smaller than the overall cosmetics range and receives less marketing emphasis than the skincare and nutrition divisions.