The dōTERRA Global Convention 2025, held from September 18–20 in Salt Lake City, Utah, brought together over 10,000 in-person and virtual attendees from around the world.
With the theme centered on “Empowerment, Community, and Wellness,” the event showcased the company’s evolving direction, blending science, innovation, and personal development.
The highlight of the convention? A powerful keynote by Mel Robbins, best-selling author and motivational speaker, who inspired audiences to take control of their health, mindset, and business growth.
Each year, dōTERRA uses its convention stage to unveil innovation,s and 2025 was no exception. The company launched four new wellness products, each designed to elevate detoxification and daily well-being.
A capsule-based supplement formulated for daily detox support, designed to promote internal cleansing and energy restoration.
A unique essential oil combination created to complement the Detox Complex, supporting the body’s natural purification processes.
Cold-pressed and sustainably sourced, dōTERRA’s new Castor Oil is aimed at wellness and beauty routines, aligning with the growing demand for natural personal care.
An innovative roller stick combining the calming power of PastTense with Sweet Gum essential oil for convenient, on-the-go stress relief.
These launches demonstrate dōTERRA’s ongoing shift from just an essential oil brand to a holistic wellness company that bridges natural remedies and modern science.
Founded in 2008 and headquartered in Pleasant Grove, Utah, dōTERRA International, LLC has grown into one of the world’s most recognized wellness brands.
Operating in over 100 countries with more than 10 million customers, dōTERRA generates an estimated $2 billion in annual revenue through its signature Multi-Level Marketing (MLM) business model.
Its Certified Pure Tested Grade (CPTG®) quality standard sets a benchmark in the essential oil industry, ensuring purity, potency, and transparency.
At the helm of dōTERRA is Kirk Jowers, appointed CEO in 2023. A former University of Utah policy expert and political advisor, Jowers is widely credited for bringing a more structured and corporate approach to dōTERRA’s leadership.
Under his guidance, the company has focused on:
His leadership marks a new era, one that balances dōTERRA’s heart-centered culture with data-driven business strategies.
dōTERRA’s business structure is built on a direct-selling model, with distributors known as “Wellness Advocates.”
Advocates earn through:
While the company promotes community and empowerment, critics argue that the MLM structure inherently favors top earners, with most participants earning little or no profit.
According to internal disclosures, the top 1% of distributors capture the majority of commissions, a pattern common in the MLM industry.
Despite the income disparity often seen in MLMs, dōTERRA has maintained strong customer loyalty through:
These efforts have positioned dōTERRA as more than just an MLM brand it’s now perceived as a trusted global wellness leader.
No major wellness brand is without scrutiny, and dōTERRA is no exception. Several ongoing concerns continue to shape public discussion about the company:
The U.S. FDA issued warnings for unverified medical claims made by some distributors, such as using oils to “cure” serious illnesses.
dōTERRA has since implemented stricter compliance and education programs.
Despite corporate training, independent sellers occasionally promote oils as “miracle cures.” Experts note that scientific evidence supports aromatherapy benefits for mood and stress — but not for treating major diseases.
As with most MLMs, financial success in dōTERRA is rare and heavily dependent on recruitment and sales volume.
While dōTERRA promotes ethical partnerships through Co-Impact Sourcing®, watchdog organizations continue to question full traceability in low-income sourcing countries.
The essential oils market is highly saturated, with rivals like Young Living, Plant Therapy, and Edens Garden, and non-MLM competitors like Target and Amazon Basics now entering the space.
According to the Journal of Aromatherapy Research (2023), essential oils may have limited but measurable benefits for mood enhancement, relaxation, and minor pain relief.
However, clinical evidence remains inconclusive for claims beyond these uses.
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