Why State-Level Advocacy Can’t Wait
On November 5, 2025, Brett Duncan and Kate Gardner hosted theJuice in DFW. These lunch events are held two to three times a year in the DFW area, bringing together 40-70 direct selling executives for good food, great intel and priceless connections. At this event, Nathan Moore, Chairman of the Texas Direct Selling Coalition, presented. Below is a recap of his presentation. You can learn more about our upcoming events here.
After more than 30 years with Mary Kay, including leadership roles in legal, business and advocacy, Nathan Moore has seen every cycle of success and challenges the direct selling industry can produce. But in his words, “not a whole lot has really changed” in the landscape the channel faces, and that’s exactly why he’s leading the way with the Texas Direct Selling Coalition.
At theJuice on November 5, Moore introduced the Texas Direct Selling Coalition, a new effort designed to strengthen advocacy at the state level and protect the channel before reactions become regulations.
“Engage now or we risk everything.”
Why a Texas Coalition, and Why Now?
Moore didn’t mince words: the industry can’t afford to wait on Washington.
Texas is home to over one million direct sellers, about 40 companies with a significant footprint, and the second-largest congressional delegation in the country. In short, what happens in Texas doesn’t stay in Texas; it ripples through the entire channel.
“The future of this industry won’t be written in Washington; it’ll be written in the states that understand entrepreneurship.”
The coalition’s purpose is simple: amplify the voice of direct selling in Texas. That means building a stronger network of companies, suppliers and advocates who can meet with lawmakers, host events and proactively influence how the channel is viewed and regulated.
Four Pillars for a Stronger State Voice
The Texas Direct Selling Coalition rests on four straightforward pillars:
Engage with lawmakers – Create consistent touch points with legislators through site visits, briefings and relationship-building events.
Protect the channel – Support policies that defend independent contractor status and entrepreneurial freedom.
Promote awareness – Make the social and economic impact of direct selling louder than the critics’ narrative.
Shape the future – Collaborate with DSA and other state coalitions to set the agenda instead of reacting to it.
Moore drew from his decades of experience with the Direct Selling Association (DSA) to underline the importance of engagement. He credited his own mentor, longtime Mary Kay government relations leader Michael Lunceford, for the lesson that still drives his approach:
“Either you get into politics, or politics will get into you.”
A Murky New Law That Demands Attention
As an example of why state-level advocacy matters, Moore pointed to Texas Senate Bill 140, which quietly took effect on September 1. The bill applies telephone and telemarketing restrictions to text messages, creating new compliance risks for companies whose field organizations rely on SMS to communicate with customers.
“This thing came out of nowhere and got passed. It’s murky, and if you don’t have ironclad written opt-ins, it could get expensive fast.”
The penalties can reach $5,000 per offense, a frightening thought for companies managing thousands of texts daily. A legal challenge is already underway, but Moore urged leaders to talk with counsel now, review their opt-in systems and consider joining the coalition’s push to clarify the law.
“I’m raising the flag here. This could easily become the next class-action feeding frenzy.”
Collaboration Over Competition
Moore also tackled one of the industry’s long-standing hesitations: fear of exposing key employees to other companies through association work. His advice? The development of your key talent through such exposure is worth the risk.
He credited his years of DSA and DSEF experiences as pivotal in his own growth, starting from a young staff attorney to a company leader, and encouraged others to create similar opportunities for their teams.
“You’ll get out of it what you put into it. The DSA was instrumental in my career, and these state coalitions can do the same for your teams.”
The Texas coalition isn’t a replacement for national advocacy. It’s a supplement—a way to extend DSA’s reach and build credibility where decisions are increasingly made: in statehouses.
How to Get Involved
The coalition is just getting started, with founding memberships available now at $5,000 and $10,000 tiers.
Founding members join the inaugural board and help set direction. The group meets monthly, with the next session featuring Gary Huggins from DSEF to explore Texas-based impact studies that quantify both economic and social contributions.
Sunwest Communications is serving as administrator, helping member companies coordinate meetings, including local events with elected officials, something Moore says can have an outsized impact.
“It can’t just be one company. It’s got to be everyone doing a little something somewhere. That all adds up and amplifies the voice of direct selling.”
A Final Push to Act
Moore closed with both urgency and optimism. Texas, he said, has the scale, the leadership and the passion to set a new model for state advocacy nationwide.
“We need more companies with more relationships with more elected officials … right now.”
For Moore, this new chapter isn’t about retirement, it’s about return. He’s rallying the next generation of advocates to carry the torch and make sure the story of direct selling in Texas is told by the people who live it.
Other Articles You May Enjoy
