Founded in 1992 by Dr. Myron Wentz, USANA Health Sciences, Inc. is a globally recognized nutritional and wellness company headquartered in Salt Lake City, Utah, USA. Over the past three decades, USANA has built a reputation for scientific integrity, quality supplements, and a hybrid business model that combines direct selling (network marketing) and direct-to-consumer (DTC) sales.
Its product lines include premium vitamins, nutritional supplements, and personal care items designed to support optimal health. The company’s mission, “To create the healthiest family on earth,” reflects its commitment to wellness innovation through scientific excellence.
USANA operates through a direct selling framework where independent brand partners distribute products while earning commissions. However, as market dynamics evolve, the company has shifted towards a hybrid model that includes Hiya, a rapidly growing DTC platform.
This transformation enables USANA to leverage both personal relationship-driven marketing and digital commerce, expanding its reach to modern consumers who prefer online purchases.
Dr. Myron Wentz, a world-renowned microbiologist and immunologist, founded USANA with a vision to merge science with wellness. His philosophy of cellular nutrition set the company apart from other supplement brands. While he’s no longer active in management, his legacy continues to define USANA’s brand ethos and scientific credibility.
According to Business for Home (Oct 2025), USANA reported Q3 2025 net sales of $214 million, a 7% year-over-year increase from $200 million in Q3 2024. Despite this, the company faced a net loss of $6.5 million compared to a profit of $10.6 million in the same period last year. Diluted EPS dropped to –$0.36, reflecting tax-related impacts and margin pressures. Adjusted EBITDA also declined 44% YoY, from $24.6 million to $13.8 million, indicating weakened profitability despite revenue gains. While sales grew modestly, profitability eroded due to increased taxation expenses, logistical inefficiencies, and reduced operating margins. These challenges highlight a transitional phase where short-term earnings were sacrificed for long-term strategic restructuring. The drop in EBITDA signals higher operating costs, partly due to product innovation, digital investments, and Hiya integration expenses. Yet, these are viewed as strategic expenditures to future-proof USANA’s business model.
Active customer count fell from 452,000 to 388,000, a sign of declining field engagement among distributors. However, Hiya, the company’s direct-to-consumer (DTC) platform, recorded 193,400 subscribers, showcasing new momentum in digital channels.
To address distributor fatigue, USANA introduced a new Brand Partner Compensation Plan in Q3 2025. This initiative is designed to reward productivity, simplify earning structures, and motivate field performance, key to stabilizing customer retention and recruitment.
Hiya has emerged as USANA’s growth engine, boasting 26% year-to-date growth and strong traction among younger consumers. The company’s move to bring Hiya’s production in-house taps into its manufacturing expertise, improving efficiency and brand consistency.
Appointed as CEO in 2023, Jim Brown has taken decisive steps to modernize USANA. His leadership is characterized by data-driven decision-making, field empowerment, and operational efficiency.
“We are encouraged by the pickup in sales activity and leader productivity… Our enhanced compensation plan represents a bold and strategic move.” – Jim Brown, Q3 2025 Earnings Call.
At the 2025 Global Convention, USANA launched several new and upgraded products aimed at expanding its wellness portfolio. These innovations target immunity, gut health, and longevity, reinforcing the brand’s leadership in nutritional science.
Scholars and industry experts have extensively analyzed companies like USANA within the broader MLM and health-product ecosystem.
USANA is publicly traded on the New York Stock Exchange (NYSE: USNA) and has historically attracted major institutional investors such as Vanguard and BlackRock. The company maintains a 78.85% ownership stake in Hiya, with 21.15% as a non-controlling interest reinforcing strategic control over its fastest-growing subsidiary.
The near-term outlook for USANA Health Sciences reflects a transitional recovery phase. While the company faces challenges in profitability, its strategic pivot, including Hiya integration, compensation modernization, and operational efficiency, sets the stage for sustainable growth into 2026 and beyond.
The emphasis on hybrid distribution, digital expansion, and science-backed innovation positions USANA as a future-ready health and wellness leader.
In summary, USANA Health Sciences’ 2025 financial performance underscores a strategic transformation rather than a setback. The company is reinventing its core business, embracing digital channels, and investing in brand modernization.
While short-term earnings dipped, the company’s fundamentals, scientific credibility, loyal customer base, and leadership focus remain solid. With its hybrid strategy combining direct selling and DTC innovation, USANA is well-positioned for a strong rebound in FY2026 and beyond.
Get more information
There are no reviews yet. Be the first one to write one.
