In this modern day, can MLMs that once thrived during the heyday of Tupperware parties decades ago survive in this modern era of social media? Judy Willodson, CEO and founder of Beneve, says absolutely.
“I didn’t just want to tweak the MLM playbook – I really wanted it to be completely reimagined,” Willodson said.
Despite challenges faced by traditional MLMs, Beneve, launched in 2023, seeks to redefine the industry by prioritizing relationships over recruitment and maintaining low barriers to entry. Willodson said she emphasizes her commitment to people over profit, fostering genuine connections and a servant leadership approach.
“I started Beneve after 30 years in the industry because I knew there had to be a better way, one that was built on trust, transparency and people first. And I wanted to create a space where women and families could rise, lead and build a legacy without sacrificing their values,” said Willodson.
“Beneve isn’t just a company, it’s a calling. And every product, every event, every person we touch is part of something much bigger.”
Beneve combines affiliate marketing with relationship-building, allowing influencers to earn while nurturing impactful communities around the brand. Willodson introduced the Influencer Bill of Rights, aimed at ensuring transparency and respect for partners, creating a supportive environment devoid of pressure and hidden agendas.
Decades ago, many women were introduced to MLMs via Tupperware parties. More than just sales events, the social gatherings held particular importance for women during the 1950s and 60s. NutraIngredients asked if the cultural significance has been lost over the years.
“I’ve thought about that because I’ve been in the network marketing industry for a long time,” said Willodson.
“I did see some of that being lost, but we’re bringing that back because we have a product that you can sit down with somebody, have a cup of coffee, have that connection that people are so longing for. And so I really do see that coming back and being an important part of what we do here at Beneve.”
To hear more on how Beneve aims to revive face-to-face connections, consumer demand for science-backed products and how the company is making ingredients affordable, listen to the NutraCast.
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