Health and wellness brand Modere shuts down operations, citing shifting market dynamics and business sustainability challenges.
Modere, once a rising star in the direct-to-consumer health and wellness market, has officially closed its doors. The company made headlines this week when Modere announced its closure in a detailed message to distributors and customers, citing economic pressures, increased competition, and a changing consumer landscape as key factors in the decision. The news has prompted widespread reactions online, with many loyal supporters expressing shock and disappointment over the sudden Modere closing.
Founded on the principles of “clean living,” Modere built a reputation for offering health, beauty, and household products free from harmful ingredients. Its social retail business model — a hybrid between traditional direct sales and e-commerce — attracted thousands of independent distributors across North America and other global markets. Through its collagen-based wellness lines, weight management products, and clean-label personal care items, Modere became a well-known name among those seeking safer alternatives in the wellness space.
The announcement that Modere closed came via an official statement from company leadership, shared across Modere’s online platforms and private distributor forums. In the letter, executives acknowledged the dedication of their global community and expressed deep regret over the decision. “After a thorough evaluation of our long-term sustainability in an increasingly competitive market, we’ve made the difficult decision to cease operations. This is not a reflection of the passion of our community but rather the financial and logistical hurdles we could no longer overcome,” the statement read.
Industry analysts say the news isn’t entirely surprising. In recent years, the health and wellness market has become increasingly saturated, with new startups and large-scale companies alike vying for consumer attention. While Modere initially distinguished itself with science-backed products and a vibrant brand ethos, it struggled to keep pace with shifting consumer behavior, rising supply chain costs, and the explosive growth of influencer-driven marketing on platforms like TikTok and Instagram.
“I think Modere was ahead of its time in many ways,” said Julie Simmons, a retail strategist who has followed the brand’s trajectory since 2016. “But without constant innovation and financial resilience, it’s hard to survive in today’s wellness economy. Once sales flatten or decline, companies built on distributor models are especially vulnerable.”
Indeed, Modere’s business depended largely on a network of independent sellers who promoted products through social media and earned commission from sales. The Modere closing leaves many of those sellers without a primary source of income or clarity on what happens next. On community boards and social channels, some former distributors have expressed frustration over the lack of a transition plan or early warning.
“I’ve been with Modere for almost five years,” wrote one former brand affiliate on Facebook. “It’s not just a business — it was my lifestyle. I wish we had more notice or at least guidance on how to support our customers now that Modere is closed.”
Others, however, have been more pragmatic, using the announcement as an opportunity to pivot. Several former Modere affiliates are already promoting alternative health and wellness brands, tapping into their existing audiences and personal branding. Still, the broader sense of loss is hard to ignore, especially for those who saw Modere as a mission-driven company with a real impact on personal health and environmental consciousness.
The company, which operated in more than 30 countries at its peak, had garnered accolades for its sustainability initiatives and clean-ingredient formulations. Its “Live Clean” philosophy was central to its brand identity and marketing efforts. Over time, however, competitors in the wellness space began adopting similar messaging — blurring the lines and making it harder for consumers to distinguish Modere from newer entrants.
Financial records available from previous years showed that while Modere once experienced rapid growth, recent performance was reportedly uneven. While exact figures from 2024 have not been disclosed, insiders suggest that operating margins tightened significantly due to increasing marketing costs and declining distributor engagement. The COVID-19 pandemic, which temporarily boosted online wellness sales, may have also masked deeper financial challenges that only surfaced more prominently in its aftermath.
Former employees and distributors are now left navigating next steps. The Modere corporate website is expected to shut down within weeks, and customers have been encouraged to use remaining loyalty points or pending credits before systems go offline. No clear information has been provided regarding the handling of outstanding commissions or product warranties, though the company has promised further communication in the coming days.
For many, the Modere closing signals not just the loss of a brand but a shift in how the wellness industry operates. Companies can no longer rely solely on clean branding and direct sales networks; they must remain agile, data-driven, and continually responsive to customer needs and technological changes. As more legacy wellness brands face similar pressures, Modere’s story may serve as a cautionary tale — but also a learning opportunity.
Despite the disappointment, some experts believe the market will adapt. “This isn’t the end of clean living — it’s just a shake-up,” said Simmons. “Consumers are still deeply invested in wellness. The brands that survive will be those that listen, evolve, and create real value in transparent ways.”
As Modere officially closes this chapter, its legacy — built on health-conscious ideals and community-driven sales — will likely remain part of the conversation around the future of wellness entrepreneurship. Whether its former distributors will find new homes in emerging brands, or whether Modere’s model will be replicated and reimagined elsewhere, remains to be seen.
