What Happened to Quixtar?

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Updated: May 2026 Oleksandr Honcharov, CEO at FlawlessMLM Quixtar was the online sister company of Amway, launched in 1999 to replace Amway's North American business. In 2007, Amway announced it would phase out the Quixtar name and bring back the Amway brand in North America. By 2009, Quixtar was fully rebranded back to Amway Global. What happened to Quixtar? It was an attempt to refresh the Amway brand that didn't work, so the company reversed it. The Quixtar timeline 1999 — Quixtar launched as an internet-based MLM company by Amway's founders, with about $25 million in startup investment. 2001 — Quixtar fully replaced Amway in the U.S., Canada, and the Caribbean. Amway continued operating in the rest of the world. 2007 — Amway announced Quixtar would be phased out and the Amway name brought back. 2009 — Quixtar officially renamed to Amway Global, completing the rebrand. 2010 — Amway agreed to pay $56 million in cash and products to settle a class-action lawsuit against Quixtar alleging pyramid scheme practices. Reasons for the reversal — Quixtar didn't take off as hoped, sales stagnated, and the Amway name still had stronger recognition. Definition: Quixtar was an online MLM company launched in 1999 to replace Amway's North American operations. It existed for about a decade before being phased out and rebranded back to Amway in 2009. The shift was meant to refresh the Amway brand but did not produce the expected growth. Amway later admitted the Quixtar rebrand was a mistake. Even with all the e-commerce energy of the dot-com era, the Amway name had too much recognition to be replaced. The whole Quixtar chapter cost the company a decade of lost brand equity.

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