Herbalife marks its 25th anniversary of operations in Colombia, reporting sales exceeding COP $175 billion for 2025 and a 5% sales increase during the first half of 2026 compared to the same period of the previous year. The firm operates with a community of more than 50,000 independent distributors across the country, establishing Colombia as a strategic market within Central and South America.
Portfolio Expansion and Sales Growth
The company maintains a product catalog exceeding 45 references in Colombia, covering foods, dietary supplements, and external nutrition items. Over the past five years, Herbalife has introduced nine product launches to the Colombian market, focusing on proteins, sports nutrition, functional beverages, and items targeted toward cardiovascular health and general wellness.
Andrés Peñuela, director of sales and marketing for Colombia, Venezuela, and Bolivia, stated that the 5% sales growth registered in the first half of 2026 demonstrates the strength of the local operation and the dedication of its independent distribution network.
Logistical Updates and Direct-to-Consumer Distribution
To support its commercial network, Herbalife has altered its operational framework by implementing direct-to-consumer shipping alongside logistics partnerships. According to company figures, this fulfillment system achieves delivery times of under 24 hours in the majority of cities, maintaining customer satisfaction metrics above 90%.
This distribution model is designed to minimize the requirement for independent distributors to hold physical inventory or manage direct deliveries themselves, shifting the traditional workflow associated with direct-selling structures.
Athletic Sponsorships and Brand Partnerships
Herbalife maintains active sports marketing partnerships in Colombia, featuring tennis player Camila Osorio as a member of Team Herbalife. The brand also sponsors running competitions, including the Bogotá Half Marathon, the Medellín Marathon, and the Barranquilla Marathon.
Over its 25 years in the country, the company has associated its brand with Colombian athletes such as Mario Yepes, David Ospina, Caterine Ibargüen, Yoreli Rincón, Carlos Oquendo, and Juan Guillermo Cuadrado, as well as Millonarios FC.
Corporate Social Responsibility and Ethical Standards
Beyond commercial activities, the organization executes social programs through the Herbalife Family Foundation. The Casa Herbalife initiative directs support toward the Christian Bread of Life Foundation (Fundación Cristiana Pan de Vida), the Share for a Life Foundation (Fundación Comparte por una Vida), and the Pocalana Foundation (Fundación Pocalana). During 2025, the foundation allocated more than $105,000 to these groups to fund nutrition programs benefiting over 460 children.
The company also collaborates with the Colombian Association of Food Banks (ABACO) to address food insecurity and child malnutrition. Environmental efforts include participation in the Punto Azul Collective Packaging Management Plan, which focuses on circular economy principles and waste management.
In regulatory and ethical compliance, the enterprise holds the Gold Category Certification from the Colombian Association of Direct Selling (ACOVEDI) and participates in the codes of conduct established by the World Federation of Direct Selling Associations (WFDSA).
Future Outlook in the Andean Region
Raúl Manrique, vice president and general manager for Central and South America, noted that the expansion of the Colombian branch highlights the country's position as a regional hub for entrepreneurship and product innovation.
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