1950s

A Solid Foundation

Jay Van Andel and Rich DeVos began their business in the 1950s using direct selling to market NUTRILITE™ Dietary Supplements. What they discovered more than 40 years ago still remains true today―that people and relationships are at the core of any successful business.

Always searching for new opportunities, in 1959 Rich, Jay and their associates looked for new product ideas to expand their business. They realized they wanted products that everyone needs, all of the time―products whose features and benefits anyone could understand and communicate easily.

"The products we want must be ones that just about anyone is familiar with and can sell. The examples that come to mind are laundry and cleaning products." - Jay Van Andel

The result of their search was Amway's first product, which today is called L.O.C.™ Multi-Purpose Cleaner. It was an instant sales success story, opening up a whole new world of opportunity.

With a strong belief in the power of initiative and free enterprise, Jay Van Andel and Rich DeVos created the Amway Sales and Marketing Plan. They knew that anyone who was willing to work hard could succeed using the same business methods. This simple idea quickly gained popularity throughout the US, and then Canada, as more and more people discovered what a real opportunity the Amway business offered.