E Point Perfect
Business

MONAT Global Corp: Enabling Individuals to Live their Best Lives


Beauty does not merely mean the features of people that make them pleasurable to perceive. As it turns out, beauty is, in fact, more than skin deep. The connection between health and beauty is undeniable. Beauty doesn’t just stop at enhancing your appearance with makeup. Health and hygiene play a major role in making a person feel truly beautiful.  

MONAT Global Corp has deep-rooted foundations based on this philosophy. The group caters worldwide with their natural-ingredients based wellness, hair care, and skincare products. MONAT is on a mission to make the lives of people everywhere beautiful, healthy, and fulfilling lives through our exceptional, naturally based products, a fun, and rewarding business opportunity, and a culture of family, service, and gratitude. The company believes that its true success comes from helping other people succeed, and so they are striving every day to help others discover beautiful lives, inside and out.

The Monat Story

MONAT Global Corp (MONAT) is an American success story. It was founded in 2014 by entrepreneurs Luis Urdaneta and his son Ray Urdaneta to enter the multi-billion-dollar haircare market. Sr. Luis had previously founded a successful direct selling company in Latin America. In response to challenges in their native Venezuela, the Urdaneta family made the bold decision to pursue a new dream in America. That dream became MONAT.

MONAT is now a top competitor in the international beauty industry. Consumers have responded to MONAT’s unique business model: a holistic approach to healthy aging haircare, skincare, and wellness in a way that no other company has done. MONAT is committed to people and communities across the U.S. and around the world. Its loyal customers and 400,000+ independent sales force, known as Market Partners, appreciate the values that encompass the brand as well as MONAT’s effective products.

Offering Holistic Wellness Products

MONAT beautifully unites the best of both nature and science, using the latest scientific technologies and clinically proven proprietary ingredients. From the start, the company invested in years of research in unique plant-based ingredients and in independent clinical studies. The result has been lightening-paced growth. This curated collaboration of science and nature allows MONAT to provide an unparalleled and unique natural healthy aging haircare, skincare, and wellness experience.

The launch of MONAT Wellness in 2020 marked the company’s third category expansion, preceded by flagship hair and skincare franchises that catapulted the brand from a social selling start-up to one of Inc.’s Fastest-Growing Companies in America, with more than 2 million VIP clients globally. MONAT Wellness products are naturally based, vegan, and animal friendly. In 2021, the company expanded its portfolio again with the introduction of MONAT BODY CARE™, a comprehensive collection of luxury skincare products designed to renew, repair, and refine—revealing radiant, healthy-looking skin from head to toe.

All MONAT products are naturally based, vegan, and animal friendly. The company’s product development is led by Chief Scientific Officer Alan J. Meyers and supported by a Scientific Advisory Board comprised of eminent professionals in medicine, cosmetics, haircare, skincare, science, and health.

Monat’s Values, Mission, and Vision

MONAT’s mission is to help people everywhere enjoy beautiful, healthy, fulfilling lives through exceptional, naturally based products, a fun and rewarding business opportunity, and a culture of family, service, and gratitude.

Gratitude is intertwined with every facet of MONAT’s culture and operations. MONAT Gratitude, its philanthropic arm, is a crucial part of the company culture. MONAT engages its employees, customers, and Market Partners in doing good globally. Each year, MONAT Gratitude donates to charities in its three impact areas: families, children, and education. In 2021, MONAT Gratitude gave more than $3 million to nonprofit organizations and had given more than $7 million to date.

The company hosts several annual leadership and recognition events for Market Partners. All events incorporate a philanthropic component that benefits the host communities. The company also provides Market Partners with resources and support to coordinate their own Gratitude initiatives in partnership with local nonprofits in their hometown communities.

Twice each year, MONAT Gratitude donates 100% of net profits from the sale of designated MONAT products. In 2021, more than $750,000 was donated to nonprofits supporting veterans and first responders in the U.S., Canada, Ireland, Poland, and the U.K.

MONAT Gratitude recently launched its biggest giving initiative to date, announcing a commitment to donate $1 million over the next year to help narrow the achievement gap in underserved communities around the world. To date, MONAT Gratitude has awarded more than $380,000 through this initiative.

Gratitude Week is MONAT’s annual celebration that focuses on improving communities where customers, Market Partners, and employees live across the globe through volunteer work and 500+ giving back efforts worldwide. It began on Sr. Luis’s birthday in 2014 to champion positive impact through fundraising, volunteering, or collecting and donating goods. One of MONAT Gratitude’s core partnerships is with Big Brothers Big Sisters (BBBS) of Miami, the company’s headquarters community. In 2021 MONAT Gratitude announced more than $100,000 in college scholarships through this partnership.

Building a healthy planet is another element of MONAT’s global impact mission: to lead the way in sustainable best practices in the beauty and health industries. In 2021 the company launched a comprehensive program, “MONAT Sustainability – Building a Beautiful World.” Its best-selling shampoos and conditioners are now packaged in the environmentally friendly MONAT Sustainable Refill Pouch.

 The Dynamic Leader

As Co-Founder and CEO of MONAT Global, Ray Urdaneta has led MONAT from humble beginnings in a small Miami, Florida warehouse to a multi-million-dollar global beauty brand in just a few short years. A native of Venezuela, Ray immigrated to the United States in 2000 with only $800 in his pocket. Following stints at Sears and as a door-to-door salesman, Ray founded Alcora Corporation, the parent company of his most successful venture to date: MONAT.

A second-generation direct-sales entrepreneur, Ray found his love for the industry at a young age after seeing the impact it had on his family. He found inspiration for MONAT when he recognized a lack of awareness that hair ages and that scalp care are just as important as skincare. He dug into the multi-billion-dollar haircare industry and made two key discoveries: there were no direct selling companies focused on haircare as their signature product line, and there were no hair care products focused on healthy aging. Ray saw an opportunity to disrupt both the beauty and the direct selling industries in a major way.

In 2014, he officially launched MONAT as a direct-selling, healthy-aging haircare company – the first of its kind. Under Ray’s leadership, MONAT is carving a distinct niche in the direct selling arena for haircare, skincare, and wellness by taking a holistic approach to hair and skin health in a way that no other company has done.

The result: from 2016 to 2020, annual net sales grew from $37.7 million to $748.5 million. (2021 sales are not yet final.) The 400-employee, Miami-based global brand attributes its rapid growth to the company’s effective products, its VIP customers, and its Market Partners.

Standing Out of the Crowd

Through its social selling business model, MONAT empowers entrepreneurial-minded individuals to market products they enjoy, develop a strong community of fellow Market Partners, and pursue personal and career growth. MONAT’s independent salesforce is represented in all 50 states and in eight countries.

MONAT’s independent sales force – known as Market Partners – is a supportive, thriving community, more than 400,000 strong. The brand’s commitment to product and purpose offers Market Partners the opportunity to change lives and build an international business.

Using a 21st-century take on direct selling (which MONAT calls social selling), the company’s independent Market Partners use social media and influencer-style marketing to share MONAT products with current and potential customers.

 Leveraging Technology

MONAT continually looks for opportunities to make the most of technology and partnerships to enhance its operations. In 2021 MONAT was recognized by NSF as an ISO 9001 Quality Management Systems Certification recipient. This global standard is based on quality management principles, including a strong customer focus, a process-based approach, risk-based thinking, and continuous improvement.

Also, in 2021, MONAT partnered with global innovator TerraCycle to create a recycling program for MONAT product containers, part of MONAT’s commitment to maintaining a healthy planet. Recently, MONAT partnered with Alpine Supply Chain Solutions to modernize and optimize its distribution operations at the company’s new 150,000-square foot state-of-the-art facility in Doral, Florida. Cutting-edge storage and automated technology will maximize distribution accuracy and speed and support MONAT’s continued growth for years to come. 

Overcoming Adversities

Every industry has its own challenges, and the beauty and wellness industry has no exception. Talking about the challenges faced by their company and the strategy to overcome them, Ray says, “The Great Resignation is a major challenge and opportunity for the direct selling industry, as people around the world take their futures in hand. There is a new focus on spending precious time in their own way to have a meaningful life and pursue economic opportunities. This shift in outlook has never been more relevant for entrepreneurs”. 

Words of Wisdom

Ray, having proved his mettle in the industry, has some valuable advice for the budding entrepreneurs and aspirants who wish to make it in the market. He advises, “There are three keys to succeeding in the direct selling industry: passion, perseverance, and people.

  • Choose something you are passionate about doing, products you love, and an organization that supports you. Be kind to yourself and be patient: there is no overnight success; be open to new experiences. Perseverance is essential. 
  • Draw on your community for guidance, support, and encouragement on your entrepreneurial journey,” concludes Ray. 

The Future Forward

MONAT will continue to grow through the expansion of its portfolio of naturally based and scientifically-backed products. New product launches and category expansions will delight loyal customers and attract new consumers and a growing distribution network. The company’s values, products, and opportunities drive Market Partner and customer growth worldwide.

Exhibiting True Excellence

  • In 2022, MONAT was recognized for the fourth time as a Best Place to Work in Direct Selling by Direct Selling News.
  • MONAT Global received multiple Stevie® Awards during the 2022 American Business Awards®:
    • Gold Stevie: Company of the Year – Retail – Large
    • Silver Stevie: Minority-Owned Business of the Year
    • Bronze Stevie: Consumer Products – Other (for MONAT Wellness and Vegan Protein)
  • MONAT Gratitude received a 2022 Silver Stevie: Corporate Social Responsibility

Program of the Year – At Organizations with Up to 2,500 Employees

Recognition for Ray Urdaneta:

  • Featured in South Florida Business Journal’s 40 Under 40 class of 2020
  • Featured as one of South Florida Business Journal’s Power Leaders of 2020
  • Recognized as one of Twelve Good Men by Ronald McDonald House Charities (RMHC) in South Florida for 2021

 Recent product awards and recognition:

  • Vegan Protein™: Hip and Healthy Wellness Awards 2022
  • Night Haven™: 2021 Beauty Shortlist Awards – Editor’s Choice
  • Intense Repair Treatment™: 2021 Beauty Global Awards – Finalist
  • Sun Veil™: 2021 Elle Quebec & Canada Beauty – Grand Prix
  • MONAT Skincare: 2020 Best in Biz Awards – Best New Product of the Year – Consumer
  • Rejuvabeads™: 2020 Beauty Shortlist- Mama & Baby awards – Commended
  • Skin Revitalizing Essence™: 2020 Global Beauty Awards – Finalist
  • Berry Refined Scrub™: NewBeauty Awards: Exfoliators – “The best face scrub.”
  • Makeup Vanishing Balm™: 2020 Beauty for All Awards – Fashion Winner
  • C Radiance™: Forbes Best Face Serums and Elixirs to try in 2020

 Testimonials from MONAT Market Partners:

  • Ashley Mettica: “I am obsessed with representing the most amazing hair, skin, and wellness company on earth.”
  • Kathy Reber: “To say MONAT changed my life is an understatement. I am a better version of myself four years in, and the BEST part is how many people I’ve been able to help along the way. I am forever grateful for saying YES!!!”
  • Alexa Munger: “I share it because I love it. I use it because I love it. I am selling it because I love it.”
  • Sarah Tretter: “The longer I’m with this company, the more I know I’m in the right place! My ‘why’ started with my hair, and it’s taken me to so many different places with so many different people!”



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