Nu Skin Enterprises (NYSE:NUS) (NYSE:NUS) is a global direct-selling company that develops, manufactures and distributes personal care, beauty and nutritional wellness products. Founded in 1984 and headquartered in Provo, Utah, the company operates on a multi-level marketing model, leveraging independent distributors to market its offerings through both in-person demonstrations and online platforms. Nu Skin’s business model emphasizes personalized customer engagement, training and incentives for distributors, and a mix of traditional direct sales and digital commerce channels.
The company’s product portfolio spans anti-aging skincare, cosmetics, hair care and dietary supplements, anchored by its proprietary ageLOC technology, which targets cellular aging processes. Flagship lines include LumiSpa facial devices, Galvanic Spa instruments and TR90 weight management solutions. In addition to these core offerings, Nu Skin continuously expands its research and development efforts, collaborating with external scientists and in-house teams to innovate in areas such as molecular science, bioactive ingredients and beauty tech.
Nu Skin serves more than 50 markets worldwide, with significant operations in Asia Pacific, North America, Europe and Latin America. Its international footprint reflects a balanced revenue mix across mature and high-growth regions, supported by localized product formulations, regulatory compliance and targeted marketing campaigns. The company also invests in digital tools, mobile apps and e-learning platforms to support its independent sales force and enhance the end-customer experience.
Leadership at Nu Skin includes CEO Ryan Napierski, who oversees strategic initiatives focused on accelerating revenue growth, driving operational efficiency and strengthening corporate governance. Under his tenure, the company has prioritized sustainability, community service through the Nu Skin Force for Good Foundation, and transparent disclosure practices. With more than three decades of history, Nu Skin continues to evolve its business model and product pipeline to meet changing consumer preferences in the wellness and personal care sectors.