doTERRA leads the global aromatherapy market with a 13.2% share as the $8.4B industry grows to $13B by 2031.
doTERRA International LLC has secured its position as the global leader in the aromatherapy and essential oils market with a 13.2% market share in 2024. A comprehensive new analysis by Verify Markets highlights the company’s strategic advantages in a robust industry currently valued at $8.4 billion, projected to reach $13 billion by 2031, representing a compound annual growth rate of 6.5%.
doTERRA’s global market dominance — a close competitor is Melaleuca with 5% — spans multiple regions, with a particularly strong performance in North America (11% market share), Asia Pacific (10.5%), Europe (31.5%), and Latin America (28%). The company’s global reach extends to nearly 100 countries, with corporate offices established in 17 locations worldwide.
Proprietary Blends and Innovation
doTERRA distinguished itself through proprietary blends, health and wellness products, and continuous innovation in essential oil formulations.
In 2024, doTERRA introduced four new health and wellness products: VMG+ Whole-Food Nutrient Complex®, EO Mega+ Softgels®, Frankincense Boswellic Acid Complex®, and Frankincense Stick® + Naio Wood®. These launches demonstrate the company’s ongoing investment in product development and expansion of its premium offerings.
Co-Impact Sourcing and Vertical Integration
Perhaps doTERRA’s most significant competitive advantage lies in its Co-Impact Sourcing® initiative and vertically integrated supply chain. This fosters economic and social progress by supporting small-scale farmers and harvesters, securing a reliable supply of high-quality raw materials while strengthening the company’s reputation for social responsibility.
“With more than 140 origin oils in its product line, doTERRA sources its oils from over 45 countries — more than half of which could be considered developing countries,” doterra.com states. “To ensure that small-scale farmers and harvesters in disadvantaged areas are treated ethically, doTERRA has introduced an initiative called Co-Impact Sourcing.”
The vertically integrated supply chain enhances doTERRA’s ability to produce essential oils. Through close relationships with suppliers — often supported by joint investments in the form of debt or equity — the company maintains visibility and control over the production process. This transparency builds trust with ethically conscious consumers and aligns with growing global sustainability trends.
The direct selling model, which accounts for 39% of distribution channels in the aromatherapy market, has proven especially effective for essential oils. This approach enables personalized education and recommendations — crucial for products with varied applications in aromatherapy, topical use, and ingestion.
doTERRA’s extensive network of independent distributors, known as Wellness Advocates, exceeds 3 million. These advocates build trust through expert advice and ongoing support, leveraging community connections for effective marketing. This personalized touch addresses consumer needs for product knowledge and tailored advice, enhancing satisfaction and loyalty.
Implications for Industry Partners
For businesses operating in adjacent sectors — from wellness products to retail and distribution — doTERRA’s market leadership offers both opportunities and strategic considerations. The company’s emphasis on quality, sustainability, and ethical sourcing establishes industry benchmarks that may influence consumer expectations across the broader wellness category.
As the essential oils market continues its projected expansion, doTERRA’s current leadership position and strategic advantages suggest it’s well-positioned to maintain market dominance and potentially increase its global share through continued innovation and market development.
“At doTERRA, we appreciate the power of people and pure intentions to heal the world,” doterra.com states. “We designed our business to intentionally help people through education about healthy living, and through a sense of belonging to a community.”
