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News Release: April 10, 2024

Direct Sellers Association of Canada Unveils New Brand Celebrating the Independent Spirit of Direct Selling

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The Direct Sellers Association of Canada (DSA Canada) has proudly launched a new brand identity, which represents the trust and authority of this progressive organization, and the modern, entrepreneurial industry that it serves. Members of DSA Canada include such leading retail brands as Avon, Mary Kay, Pampered Chef, Arbonne, Cutco and USANA.

DSA Canada’s new logo, aptly named "Independent Spirit," is intended to capture the essence of empowerment through its simple and dynamic silhouette. The logo speaks to the Association's core principles of advocacy and ethical business practices, projecting a supportive, confident, and energetic personality.

Vivid shades of blue symbolize trust, stability, and professionalism. This colour scheme creates a visually striking logo that positions DSA Canada as modern and youthful within the direct selling industry.

"Our new logo represents the spirit of our community. It's our visual pledge to foster entrepreneurship and champion ethical business standards," said Peter Maddox, President of DSA Canada.

DSA Canada is made up of more than 60 companies that together generate over $8.7 billion total annual economic impact in Canada and support approximately 1.1 million independent sales consultants. These entrepreneurs, 84% of whom are women, not only drive commerce but also help to create significant tax contributions of more than $1.4 billion each year. 

The collective effort of DSA Canada members and independent sales consultants showcases the essential role that direct selling plays in the Canadian economy.

In tandem with the logo launch, DSA Canada has also rolled out a new website that is accessible at DSA.ca.

"We're turning a new page with the launch of the website. We've created a platform for sharing vibrant stories and showcasing the opportunities and successes of our member companies," Maddox states. "It is designed to empower and support Canadians to ‘Make Your Next Move’ by embarking on journeys as independent sales consultants."

DSA Canada is launching an extensive media and public relations campaign to maximize awareness of the new brand, logo, and website. This initiative will reinforce DSA Canada and its members' reputation as industry leaders, ensuring consumers recognize this significant symbol when seeking reliable businesses for purchasing or partnership opportunities.


DSA Canada membership is granted to companies that have satisfactorily undergone a full audit process. By applying to join the Association, a company is proactively demonstrating its commitment to higher business standards and agreeing to abide by DSA Canada’s Codes of Ethics and Business Practices.
Visit DSA.ca for more information about DSA Canada and to view the new brand identity.


Media Contact: 
Tanisha Dunkley
Manager, Communications and Research
Direct Sellers Association of Canada
Phone: (416) 679-8555
Email: tanisha@dsa.ca  
 

About the Direct Sellers Association of Canada (DSA Canada)

Since 1954, DSA Canada has established and upheld rigorous standards, ethics and good business practices as the recognized voice of our industry. We are a family of competitors, using our combined strength to ensure fairness in regulations and to gain credibility and respect with Canadians.
As an industry that connects 1.1 million Canadians to entrepreneurial opportunity and enrichment, we provide assurance of member company integrity and a foundation of trust for independent sales consultants (ISCs) and consumers. DSA Canada is devoted to serving the direct selling industry in Canada – whether working on behalf of members to address issues of importance, providing member companies and their independent sales consultants with support, educating the public on the benefits of direct selling, or ensuring consumer protection by enforcing the high standards set out in our Codes of Ethics & Business Practices.