Alticor Inc.

Is Alticor publicly traded?

No. Alticor Inc. is a private holding company owned entirely by the DeVos and Van Andel families. No shares trade on any exchange.

When was Alticor founded?

The Alticor holding company was formed in 2000 when the Amway business reorganized. Amway itself was founded in 1959 by Jay Van Andel and Rich DeVos.

Who owns Alticor?

The DeVos and Van Andel families own Alticor through family trusts and holding structures. Second and third generations hold board and ownership positions, while Michael Nelson manages Amway as president and CEO.

What is Alticor's annual revenue?

Alticor's operating business Amway reported $7.3 billion in global sales for 2025. The holding company does not publish separate consolidated financials.

Where is Alticor headquartered?

Alticor Inc. is headquartered in Ada, Michigan, USA, on the Amway corporate campus near Grand Rapids.

What brands does Alticor own?

Through Amway, Alticor owns Nutrilite supplements, Artistry beauty, XS energy drinks, eSpring water treatment, and Atmosphere air purification, all sold under the Amway distribution umbrella.

Alticor's history is the history of Amway. Jay Van Andel and Rich DeVos founded Amway in 1959 in Ada, Michigan, after a decade of experience selling Nutrilite supplements door to door. Their first product, L.O.C. liquid organic cleaner, launched a model that grew into a global direct selling empire.

Through the 1960s and 1970s, Amway expanded its product line and distributor force across the United States. A defining moment came in 1979 when the FTC ruled Amway was not an illegal pyramid scheme, a decision that legitimized the MLM model for the entire industry.

International expansion followed in the 1980s and 1990s, taking the business into Asia, Europe, and Latin America. China eventually became the largest market after regulatory approval in 2006, contributing more than $4 billion annually at the company's 2013 peak of $11.8 billion in sales.

In 2000, the founding families reorganized the business under a new holding company named Alticor, combining "alt" for altered and "cor" for company. Under Alticor, the North American business briefly operated as Quixtar, an e-commerce-focused name abandoned in 2009 when the Amway name was restored globally.

Second-generation family leadership ran the company for decades: Steve Van Andel served as chairman and Doug DeVos as president through the peak years and subsequent decline. In 2023, the company appointed Michael Nelson, a 30-year Amway veteran, as president and CEO, the first leader from outside the founding families' direct management.

Sales have declined from the 2013 peak as direct selling faced e-commerce disruption and changing attitudes toward distributorship. Amway reported $7.3 billion in 2025 sales, down roughly 1 percent from $7.4 billion in 2024 and down from $8.1 billion in 2022. Despite four consecutive annual declines, the company remains the largest direct seller worldwide by a wide margin.

Recent strategy centers on "health span" products aimed at aging consumers, investment in core Nutrilite and Artistry lines, and growth in emerging markets including Vietnam, Taiwan, and Latin America.

Amway publishes an annual Global Impact Report covering environmental and social commitments. Its Nutrilite farms hold organic certifications and practice controlled botanical sourcing from seed to finished supplement. Manufacturing facilities report renewable energy adoption and waste reduction programs.

Community investment concentrates in Grand Rapids, where the families have funded the Van Andel Institute, the Grand Rapids Public Museum, hospitals, and civic infrastructure. The Amway Grand Plaza hotel anchors the company's downtown presence.

The primary ethical scrutiny remains the business model. Income disclosures show most Amway Business Owners earn modest sums, and critics including regulators and consumer advocates have long questioned whether recruitment marketing overstates earning potential.

Amway has held the number one spot on the Direct Selling News Global 100 for more than a decade. Nutrilite is cited as the world's top-selling vitamin and dietary supplement brand by Euromonitor. The company has received Michigan employer recognition and sustainability honors for its organic farm network.

The 1979 FTC decision ruling Amway not a pyramid scheme was a legal landmark, but scrutiny of the model has never fully subsided. A 2010 California class action settled for $56 million over distributor treatment claims. The UK's 2007 investigation into distributor earnings forced operational restructuring.

India's Enforcement Directorate attached approximately $97 million in Amway assets in 2022 alleging money laundering through the MLM structure, a case the company contested. Periodic warnings from regulators globally address distributor income claims.

The founding families' political spending has drawn scrutiny independent of the business: DeVos family contributions to conservative causes and the appointment of Betsy DeVos as Education Secretary generated sustained press coverage, though this sits outside Alticor's operations.