Nu Skin Enterprises
| Company type | Public |
|---|---|
| Industry | Personal care, dietary supplements, multilevel marketing |
| Founded | 1984 |
| Founder | Blake Roney, Sandie Tillotson, Steve Lund |
| Headquarters | Provo , United States |
Area served | 54 international markets |
Key people | Steven J. Lund (Chairman), Ryan Napierski (CEO) |
| Products | Personal care products, dietary supplements, ageLOC brand, Pharmanex products |
| Website | www |
Nu Skin Enterprises, Inc. is a U.S.-based multilevel marketing corporation that specializes in personal care products and dietary supplements. Operating under the brand names Nu Skin and Pharmanex, it reaches approximately 1.2 million independent distributors across 54 international markets. Headquartered in Provo, Utah, the company reported its financial results for 2024, including revenue figures and a net loss. Key leadership comprises Chairman Steven J. Lund and CEO Ryan Napierski, who oversee the company’s strategic direction and global operations. Nu Skin’s business approach centers on harnessing its vast distributor network to sustain its position within the personal care and wellness sectors.
History
Nu Skin was established in 1984 by Blake Roney, Sandie Tillotson, and Steve Lund, initially launching a range of skincare products that emphasized natural components under the guiding principle of “all of the good, none of the bad.” The firm began its operations in the United States before extending to Canada by 1990 and entering Asian markets starting with Hong Kong in 1991. The company went public on the New York Stock Exchange in 1996.
In its early years, Nu Skin faced legal challenges, including settlements with five states in 1992 related to misleading advertising and exaggerated distributor earnings claims. The company also paid $1 million in 1994 and $1.5 million in 1997 to the Federal Trade Commission (FTC) to settle allegations concerning deceptive marketing and product practices.
The acquisition of Generation Health in 1998, parent company of dietary supplement brand Pharmanex, expanded Nu Skin’s product offerings. During the late 1990s, Nu Skin also invested in Big Planet, a multilevel marketing firm focused on Internet services.
Furthering its innovation efforts, Nu Skin acquired LifeGen Technologies, a genomics enterprise, in 2011. LifeGen’s genetic research database played a crucial role in developing Nu Skin’s ageLOC line, strengthening its position in the anti-aging market.
In 2016, Nu Skin resolved a $47 million class-action lawsuit linked to regulatory issues with its Chinese subsidiary and paid $750,000 to the SEC amid bribery accusations involving charitable donations.
More recent strategic actions include acquisitions by Nu Skin’s subsidiary Rhyz Inc., such as social commerce platform Mavely in 2021 and Dallas-based skincare company BeautyBio in 2023. In 2025, Nu Skin divested Mavely for $250 million—quintuple its original acquisition cost—illustrating successful business scaling and investment returns.
Products
Nu Skin holds a patent for the "BioPhotonic Scanner," developed by Pharmanex, which assesses skin carotenoid concentrations. The launch of its ageLOC anti-aging brand in 2008 marked a notable expansion of its product range.
In 2014, the company introduced the Nu Skin Facial Spa device, which received FDA approval for over-the-counter cosmetic use. The subsequent release of ageLOC LumiSpa in 2018—a dual-action skincare tool featuring a soft silicone treatment head—further demonstrated Nu Skin’s commitment to beauty technology innovation.
The debut of ageLOC LumiSpa iO in 2022 signaled Nu Skin’s foray into connected skincare devices offering personalized treatments; this product gained traction partly through endorsements by Venus Williams. In 2023, Nu Skin broadened its cosmetics portfolio with Nu Colour “Lash + Brow,” promoted as free from prostaglandins.
Additional innovations include the Nutricentials Bioadaptive Skin Care Pumps launched in 2022 and the FDA-cleared Nu Skin RenuSpa iO body device introduced in 2024. This microcurrent system features an integrated app delivering real-time treatment feedback and represents Nu Skin’s initial combined beauty and wellness technology. Also unveiled in 2024 was MYND360—a line of supplements and topical products aimed at enhancing cognitive function.
These advancements underscore Nu Skin’s strategic emphasis on integrating cutting-edge technology with skincare solutions to uphold its competitive edge and foster growth across international markets.
Reception
Nu Skin Enterprises utilizes a multi-level marketing structure, wherein distributors both sell products directly and recruit new members, earning commissions from their own sales as well as those generated by their recruits. During the early 1990s, the company underwent investigations by multiple states due to allegations of deceptive marketing practices. Nu Skin reached settlements with five states, agreeing to reimburse distributors and adjust its promotional tactics without conceding any wrongdoing. Connecticut pursued additional legal measures, culminating in a settlement that included financial contributions toward consumer protection initiatives.
In 1997, the Pennsylvania Attorney General filed a lawsuit against Nu Skin concerning its subsidiary, QIQ Connections, accusing it of operating a pyramid scheme through the promotion of non-existent technology services. Subsequently, Nu Skin terminated QIQ and migrated customers to Big Planet, another venture focused on interest-based marketing.
In 2010, Forbes recognized Nu Skin as one of the "100 Most Trustworthy Companies." Two years later, Stanford University requested that Nu Skin discontinue using the name of one of its researchers in promotional materials. Also in 2012, Citron Research alleged that Nu Skin's sales approach in China constituted an illegal MLM operation; Nu Skin refuted these claims and continued its business model in that market. Following media reports accusing it of being a suspected pyramid scheme, a Chinese government investigation in 2014 resulted in Nu Skin being fined $540,000 for unlawful sales practices and making false product claims.
A securities fraud class action was initiated against Nu Skin in 2014 on behalf of investors who acquired stock between mid-2013 and early 2014. In 2015, the television program Last Week Tonight with John Oliver highlighted concerns over low distributor earnings at Nu Skin—stating that 93% of distributors did not receive commissions monthly—although the company asserts that it allocates approximately 43% of product revenue to sales compensation.
In 2025, USA Today honored Nu Skin for delivering "best customer service," underscoring the company's sustained dedication to client satisfaction.
In politics
In 2011, two Utah-registered business entities associated with senior executives at Nu Skin each donated $1 million to Restore Our Future, a Super PAC supporting Mitt Romney's presidential bid.