DoTERRA is a multi-level marketing (MLM) company that launched just over a decade ago, specializing in essential oils and related accessories. Despite its relatively short history, the company has achieved remarkable growth in both revenue and distributor network size. Throughout its journey, doTerra has faced legal challenges from competitors and regulatory warnings from the FDA, yet it remains one of the world’s leading essential oil providers today.
doTERRA Company Overview
History of doTERRA
Founded in 2008, doTERRA emerged from a group of individuals committed to making therapeutic-grade essential oils accessible worldwide. Several of the company’s founders were previously executives at Young Living, another major essential oil company. The name doTERRA actually comes from the Latin phrase meaning “Gift of the Earth.”
Back in 2008, the essential oil industry lacked standardized quality measures. Recognizing this gap, doTERRA created the Certified Pure Therapeutic Grade (CPTG) standard to ensure customers received only premium-quality oils. This certification requires extensive testing—both internal assessments and third-party evaluations—to guarantee the purest possible product quality.
The company’s growth trajectory has been impressive. Within six years of its founding, doTERRA reached 1 million Wellness Advocates (distributors) and customers. By 2016, just two years later, that number had tripled to 3 million. Forbes magazine has recognized the company multiple times as one of “America’s Best Midsize Employers.”
Company Investigations
Like most MLM companies, doTERRA has weathered its share of controversies and legal challenges. The company’s first major obstacle came in the form of a lawsuit from competitor Young Living. Given that several doTERRA founders had previously worked for Young Living, the lawsuit claimed they had misappropriated trade secrets and illegally replicated Young Living’s manufacturing processes.
The legal battle took an unexpected turn when doTERRA filed a counter-claim, alleging that Young Living had tampered with doTERRA’s peppermint oil samples by adding chemical additives to falsify lab results. DoTERRA further claimed that Young Living published these fabricated test results online just before doTERRA’s distributor convention. Ultimately, the court dismissed the claims against doTERRA, found Young Living had acted in bad faith, and ordered Young Living to cover doTERRA’s legal expenses.
Beyond legal disputes, the Food and Drug Administration issued a warning letter to doTERRA in 2014 after its Wellness Advocates promoted the oils as treatments for serious diseases like cancer and autism. DoTERRA responded by establishing a robust compliance department to prevent future violations. Despite these measures, some distributors continued to circumvent regulations by sharing personal testimonials about how the oils had addressed their health concerns.
Current Company Structure
DoTERRA now operates internationally across more than 100 countries, employing approximately 1,650 full-time staff members while working with a network exceeding 3 million distributors. Based in Pleasant Grove, Utah, the company maintains strong ties to local communities and actively supports regional initiatives.
Through its 501(c)(3) nonprofit organization, the Healing Hands Foundation, doTERRA provides community resources focused on self-reliance, healthcare access, and educational opportunities. The company has also recently established several healthcare clinics throughout the United States that emphasize integrative and holistic treatment approaches.
doTERRA Products
Essential oils form the core of doTERRA’s product lineup. The company offers individual oils, custom blends, and proprietary formulations that combine multiple oils for specific applications. Popular products like On Guard, Breathe, Deep Blue, and DigestZen target immune support, respiratory health, muscle relief, and digestive wellness, respectively.
The product range extends well beyond oils to include various application accessories. DoTERRA sells both manual and automatic diffusers, storage cases, travel pouches, and other essential oil accessories. The company emphasizes that different oils require specific application methods for optimal effectiveness—roller ball applicators represent just one example of these specialized accessories.
DoTERRA has recently expanded into dietary supplements, offering products designed for weight management, daily nutrition, digestive wellness, and other health areas. Though representing a smaller portion of their business, the company also provides educational materials and literature explaining essential oil benefits and applications.
doTERRA Company Marketing Practices
Social media has been instrumental in doTERRA’s success, particularly as a newer MLM company. Essential oils and holistic health topics have cultivated substantial social media followings, with numerous groups and pages dedicated exclusively to essential oil benefits and usage. Most Wellness Advocates leverage these platforms as their primary marketing channel.
DoTERRA products now appear through various traditional retail channels, and many Wellness Advocates participate in events to showcase their offerings. These venues allow prospective customers to sample and experience products firsthand before making purchases. Wellness Advocates serve dual roles as both salespeople and educators, helping customers identify products that best meet their specific needs.
Making Money with doTERRA
Despite doTERRA’s massive distributor network of approximately 3 million people, the majority earn minimal income. The company’s Earnings Disclosure Summary reveals that 62% of Wellness Advocates remain at the entry level. Among these entry-level advocates, only 53% earned any commission whatsoever, with successful earners averaging just $380 annually.
At the opposite end of the spectrum, some doTERRA distributors earn over $1.2 million yearly. However, these high earners represent less than 1% of all leaders. Notably, once distributors reach these elite levels, more than 95% maintain their membership year after year.
How To Enroll As A doTERRA Wellness Advocate
Becoming a Wellness Advocate involves a straightforward process. You can enroll directly through the doTERRA website for a $35 registration fee. Alternatively, purchasing an enrollment kit eliminates the $35 fee while providing products you can use personally or resell. The most affordable enrollment kit costs $140 and includes various products.
Enrollment grants access to wholesale pricing on all products. Maintaining your distributor status requires an annual $25 renewal fee. While you need an upline sponsor to enroll, doTERRA can assign one if you don’t know an existing distributor. The company provides various business-building tools and resources as part of the membership benefits.
Compensation Plan
DoTERRA’s compensation structure operates on clear principles. Wellness Advocates generate income through retail markups and volume-based bonuses from both personal sales and team performance. Since advocates purchase products at wholesale rates, they retain the profit margin between their cost and selling price for all direct sales.
Additionally, advocates can earn bonuses based on sales volume extending up to seven levels within their downline organization, with eligibility determined by their current rank. The company pays these bonuses weekly, and they constitute a significant portion of total compensation for high-ranking distributors.
Sales and Marketing Techniques
Beyond social media marketing, doTERRA strongly encourages Wellness Advocates to host educational classes about essential oils. These sessions serve to inform existing and potential customers about product applications and benefits. Advocates typically bring products for testing and immediate purchase, creating opportunities for direct sales during these educational events.
doTERRA Compared to Other MLMs
DoTERRA has established itself as a highly reputable company within the MLM space. While opinions vary regarding the therapeutic benefits of essential oils themselves, the company generally maintains public trust and confidence. From an income perspective, however, average and potential earnings for distributors remain quite modest. Many individuals join primarily to access wholesale pricing for personal use—which may be the most practical approach. Achieving significant sales success would require substantial effort and perhaps favorable circumstances.
Conclusions For doTERRA
DoTERRA stands among the world’s premier essential oil suppliers, with a trustworthy reputation and well-regarded products. However, those expecting substantial income as Wellness Advocates face challenging odds. The market has become saturated with approximately 3 million distributors and numerous competing essential oil companies beyond doTERRA. Joining for wholesale discounts makes sense, but those seeking significant financial returns should explore other opportunities.
