This article examines the Amway Corporation, one of the largest direct sales companies in the world, and its founders, Republican kingmakers Richard DeVos and Jay Van Andel. It argues that Amway and its cofounders embodied small-business conservatism, an ideology that simultaneously critiqued government largesse and corporate capitalism, viewing both as threats to individual freedom. Beginning in the 1970s, DeVos and Van Andel became involved in the conservative effort to promote free enterprise and roll back government. At the same time, Amway and its allies presented direct sales as a more rewarding and liberating alternative to traditional, nine-to-five employment. This history highlights the important role that small-business conservatives played in the Right's campaign against the New Deal state between the 1930s and the 1980s.