Quixtar

Quixtar was an American multi-level marketing company that operated from 1999 to 2008. Founded by Amway co-founders Rich DeVos and Jay Van Andel, it was positioned as an online version of their existing business model. The company sold a variety of consumer products through independent business owners who marketed directly to customers.

The business model relied on distributors purchasing products and recruiting others to join their downline, earning commissions from both product sales and recruitment activities. Quixtar primarily operated through its website, allowing distributors to manage their businesses online and access training resources.

In 2007, Quixtar announced plans to rebrand back to Amway in North America, with the transition completed by 2008. This change was driven by brand recognition challenges and the desire to align with the global Amway identity. The company faced criticism similar to other multi-level marketing enterprises, particularly regarding recruitment-focused practices and financial sustainability for participants at lower levels. Despite these challenges, Quix maintained a significant customer base and distributor network throughout its operation before the rebranding.