Skip to Content

Our Story

History and heritage

Amway was founded in Ada, Michigan by lifelong friends and business partners Jay Van Andel and Rich DeVos in 1959. Today, Amway continues to build on the heritage left by its founders by helping people around the world start and build businesses of their own by selling high-quality nutrition, beauty and home products.


At Amway, we’re always looking toward the future. We’re embracing new ideas and new generations by building on our Founders Fundamentals: Freedom, Family, Hope, and Reward.


We believe business should increase personal freedom. Amway helps people to be in charge of their own work, set their own goals, and achieve their own level of success.


Family is everything. Amway has been a family business since the beginning, and we’ve become a global community of people who support and encourage one another.


We believe hope is essential and universal. Amway provides an entrepreneurship opportunity to any and all who strive to improve life for themselves and their families.


Reward is the natural result of hard work and determination. Amway helps motivated people reach their goals, see the results of success, and give back to others.

Enduring values

Amway strives to help people live better lives through quality products and business ownership. As we’ve grown for more than five decades to become the #1-direct-selling company in the world,* we’ve relied on six enduring values that guide our attitudes and actions and keep us on the right, responsible path.

  1. Partnership

    The Amway business model is built on the partnership that exists between our founders’ families, our employees, and our Amway Business Owners. We always aim to do what is in our partners’ best interests in a manner that increases trust and confidence.

  2. Integrity

    We expect all employees and Amway Business Owners to demonstrate personal integrity and do what is right, not just what works. Success is not only measured by profit, but by the respect, trust, and credibility we earn by behaving responsibly.

  3. Personal worth

    We believe every person—and every Amway Business Owner—is worthy of respect and deserves fair treatment and the opportunity to succeed.

  4. Achievement

    We celebrate the achievements that are earned the right way. Recognition and reward go to those who both work hard to reach their goals and help others do the same.

  5. Personal responsibility

    Amway Business Owners are the leaders and public representatives of our global enterprise. They are personally responsible for building their businesses in a way that reflects what Amway stands for, and for encouraging others to do likewise.

  6. Free enterprise

    We are proud advocates of free enterprise. We believe economic potential grows when people have the opportunity to work hard and earn income by owning their own businesses.

Watch Our Values Come to Life

Our founders

Rich DeVos and Jay Van Andel founded Amway in 1959. As Rich said, “We were just two guys from Ada, Michigan, who wanted to have a business of our own. We were kids (it still feels like that sometimes) who were hungry for success and who wanted to give others the chance to be in business for themselves too.”

Learn more about our Founders
Our founders
Rich Devos and Jay Van Andel
Today’s leaders

Today’s leaders

Our corporate leadership team works to bring our fundamentals and values to life in today’s modern world. The founders’ sons, Steve Van Andel and Doug DeVos, currently head the leadership team. They’re shaping the future of Amway.

Meet our Leadership Team

Major milestones

A legacy is made of moments. Our company has a history as remarkable and unique as the people who created it.

Amway is founded

Rich DeVos and Jay Van Andel made a pact in high school to become business entrepreneurs together. They started a flying school and opened a drive-in restaurant. Eventually, from the basements of their homes, they founded Amway in 1959, building their success on the desire to make other people successful.

Amway launches its first product

Amway launches its first product, Liquid Organic Cleaner - one of the world’s first biodegradable, concentrated multi-purpose cleaners. Liquid Organic Cleaner becomes a high seller and initiates our legacy of taking stewardship of the earth seriously.

Amway becomes international

Amway opens its first International office in London, Ontario, Canada. This would be the second of over 100+ countries and territories into which Amway would eventually expand.

Artistry brand debuts

The Artistry cosmetics brand debuts with 11 products and 37 color shades. Artistry would grow to become one of the top-five-selling premium skincare brands in the world.

Amway acquires Nutrilite

Amway acquires the Nutrilite brand, rounding out our brand offerings to include home, beauty, and nutrition categories. Nutrilite would grow to become the world’s leading brand of vitamin and dietary supplements.

Amway tops $1 billion

Amway’s international sales top 1 billion dollars.

Amway expands

Amway expands into 33 additional markets around the world, including China and South Africa. Amway would eventually more than double in size during this decade.

Amway acquires XS energy drinks

Amway acquires the XS™ brand of energy drinks and sports nutrition. XS is instantly popular with younger generations and emerging markets, quickly becoming one of Amway’s most popular product categories.

#1 Direct Selling Company

Just over 50 years after our founding, Amway is the “World’s Number-One-Direct Selling Company” according to Direct Selling News Global 100.*

Visit Our Newsroom

Recent company news