What is Nu Skin? Company, Business Model, Statistics

Nu Skin is a direct-selling company with a global vocation. For many years it has been firmly among the largest and richest network marketing companies in the world.

Below we present our analysis–based on facts, stats, and public reports–of all the most important aspects of this MLM company.


  • Nu Skin Enterprises is a global multi-level marketing (MLM) company founded in 1984.
  • It offers skincare, anti-aging, and wellness products.
  • Revenue grew from $13 million in 1985 to over $3 billion in 2018.
  • Operates in 50+ countries, with 1 million+ independent distributors.

Section 1 – The Company

Nu Skin logo

In this section, we take a straightforward look at all relevant aspects of the company’s structure, its history, and its recent numbers.

What is Nu Skin Enterprises

Nu Skin Enterprises, Inc. is a multi-level marketing company that markets a variety of products and services, including anti-aging skin care products, nutritional supplements, personal care products, weight control products, and home care products.

The company was founded in 1984 by Steve Lund, Blake Roney, and Sandie Tillotson. It was initially headquartered in Provo, Utah. In 1994 it moved to Sandy, Utah where it currently operates out of its headquarters building which is called the Nu Skin International Center.

What does Nu Skin do?

Nu Skin Enterprises, Inc. is a personal care and dietary supplements company based in Provo, Utah. 

The company has grown rapidly since its founding, with revenue increasing from $13 million in 1985 to over $3 billion in 2018. It currently operates in over 50 countries around the world and employs more than 20,000 people.

Where is Nu Skin located?

The company’s headquarters is located in Provo, Utah. The company operates in more than 50 countries and has more than 1 million independent distributors worldwide.

Who owns Nu Skin?

The Board of Nu Skin is composed of Steven J. Lund (Chairman) Ritch N. Wood (CEO) Mark Lawrence (CFO) Ryan Napierski (President).

Nu Skin revenue data

This statistic depicts Nu Skin Enterprises’ global gross profit from 2012 to 2021. Nu Skin made roughly 2.02 billion US dollars in gross profit in 2021, an increase from the previous year’s 1.92 billion US dollars.

  • 2012– 1,78
  • 2013– 2,67
  • 2014– 2,09
  • 2015– 1,76
  • 2016– 1,71
  • 2017– 1,78
  • 2018– 2,04
  • 2019– 1,84
  • 2020– 1,92
  • 2021– 2,02
Nu Skin - Gross profit worldwide 2012 - 2021 (Graphic)Pin


This statistic presents Nu Skin Enterprises’ global revenue in 2021, split down by region. Nu Skin made roughly 569 million US dollars in revenue in Greater China that year, making it one of the most profitable markets for Nu Skin in 2021.

Nu Skin - Revenue % worldwide in 2021 (Chart)Pin

Section 2 – Business Model

Amway business model

What are the business model and vision behind Nu Skin? We discuss this in detail in this section.

Nu Skin MLM

The company’s business model centers around selling its products through independent distributors who are not directly employed by the company. 

However, they do have to buy their inventory from Nu Skin at wholesale prices and then sell them at retail prices in order to earn a commission on every sale made by their customers. 

The distributors can also earn additional commissions by recruiting more people into the sales force under them as well as by selling additional products from Nu Skin’s line-up such as nutritional supplements or home care products.

How Nu Skin business works

The company distributes its products through a network of independent representatives who receive a commission on sales. This is known as a multi-level marketing or “MLM” business model. 

Nu Skin has been criticized several times for the way it operates this business model, which can be seen as a pyramid scheme (If you want to know more, we published a guide about the difference between MLM and pyramid scheme).

How to make money with Nu Skin

Nu Skin is a direct-selling company that sells skin care products and nutritional supplements. Their business opportunity is a great way to earn extra money while building a meaningful career.

Nu Skin’s business opportunity is based on the fact that you can make money by selling their products and recruiting others to sell their products.

You get paid commissions for all direct sales of Nu Skin products, as well as for any sales that your recruits make. You also get paid based on your rank in the organization, so you can increase your income over time by moving up in rank and earning more commission on each sale made by your recruits.

Their compensation plan is designed to be flexible with many options for how much time you spend working and how much money you want to make per month.

How to become a Nu Skin distributor?

The first step in becoming a NuSkin distributor is to sign up for the Nu Skin opportunity. You can do this by going to the official website and clicking on the form. Once you’ve signed up, you’ll need to complete an online application. 

Then, get started by purchasing at least one inventory package from the online store, at one of the physical stores near you, or directly from your sponsor.

Finally, complete the online business training course. In order to become fully qualified as a distributor for Nu Skin, an individual must attend at least one seminar held by a local distributor or sponsor (this can be done in person or via video).

After completing this seminar successfully you will receive their certification card from Nu Skin, which means you are now eligible to become an independent distributor for the company with no restrictions on how many people you can recruit into their downline.

How much does it cost to join Nu Skin?

There is a $35 setup cost and a $20 annual membership fee. Distributors must purchase a starting package of products for their skin, hair, and spa lines in order to resale them to potential clients. 

The company, as well as the recruiting sponsor you joined with, provides training to all new distributors through brochures and training tutorials.

Nu Skin compensation plan (Video)

Section 3 – Products

Nu Skin products

Nu Skin products are famous on five continents. Their reputation is controversial: some people love them and some consider them bad. We discuss them in section 3.

What are Nu Skin products?

Nu Skin is a global skincare, anti-aging, and wellness company that makes products for the face, body, and hair. The company was founded in 1984 by Steve Lund. The company’s headquarters are located in Provo, Utah.

There are four categories of Nu Skin products:

  1. Make-up – This category includes foundation, lip glosses, eye shadow palettes, mascara, blush, and bronzer.
  2. Oral care – This category includes toothpaste and mouthwash.
  3. Face care – This category includes moisturizers and serums for skin care treatment.
  4. Body care – This category includes body scrubs and oils for skin care treatment.
  5. Food supplements – These are dietary supplements made from herbs that can be taken to improve health or prevent diseases such as osteoporosis (bone loss), high cholesterol levels, or diabetes mellitus type 2 (high blood sugar).

FURTHER READINGBest Nu Skin products – Our picks and in-depth reviews

Revenue of Nu Skin worldwide in 2021, by product category

The beauty product category earned around 1.4 billion US dollars in revenue, making it Nu Skin Enterprises’ most profitable area in 2021. The company’s revenue from the wellness division exceeded one million US dollars that year.

Nu Skin - Revenue % worldwide in 2021, by product categoryPin

Where are Nu Skin products manufactured?

Nu Skin’s head office is located in Provo, Utah, USA. The company also has offices throughout the world including China, Japan, Korea, and Thailand.

The new production location in China’s Fengxian District is scheduled to open in early 2023.

Where to buy Nu Skin products?

 If you want to buy Nu Skin products, you can find them in a variety of places.

  • You can buy online through their official website, or through an authorized distributor’s website.
  • You can also purchase products offline, in stores such as Walgreens and CVS.
  • You can get Nu Skin products through direct sales by the sponsor, which means that someone who is already an independent distributor will sell the product directly to you.

Most successful product lines

Among the Nu Skin products most talked about on the web are:

  • self-tanner/tanning gel
  • Nu Skin toothpaste
  • Nu Skin firming cream
  • Nu Skin facial spa
  • Nu Skin polishing bar
  • hibiscus and honey firming cream Nu Skin
  • Nu Skin lumispa
  • Nu Skin cellulite cream
  • nutricentials Nu Skin
  • Nu Skin facelift
  • Nu Skin shampoo
  • Nu Skin vitamins

Nu Skin reviews

Reviews of Nu Skin products are often opposite, and very conflicting with each other.

A large cohort of enthusiastic fans of the products is contrasted by an equally large cohort of detractors.

Our advice is to go and carefully read user reviews of Nu Skin products on independent third-party sites such as Trustpilot*.

Nu Skin reviews on TrustpilotPin
Screenshot from Trustpilot* (July 2022)

Section 4 – FAQs About Nu Skin

Amway FAQ

We have so far analyzed all the most important aspects of Nu Skin’s business, based on facts and data. In this last section, we answer recurring (and often inconvenient) questions about the company.

What is Nu Skin?

Nu Skin Enterprises is a multi-level marketing company that sells skincare and anti-aging products. The company was founded in 1984 by Steve Lund and Blake M. Roney, and its products are sold through a network of distributors.

Is Nu Skin an MLM?

Yes, Nu Skin is an MLM and network marketing company. Their business model is based on recruiting new members to sell products and earn commissions.

Is Nu Skin a pyramid scheme?

Nu Skin is not a pyramid scheme, but the company has faced many lawsuits over the years in different countries around the world.

Is Nu Skin legit?

Nu Skin is legit, and it is not a scam. The company has been around for decades, and the products it offers have been thoroughly tested. Nu Skin is also a member of the Direct Selling Association (DSA). However, the company has experienced controversial events in the past, both in terms of its business model and the quality of the products it sells.

Are Nu Skin products good?

Nu Skin products boast thousands of rave reviews on the web. However, there are also testimonials to the contrary. The issue is controversial, and the financial interest of many distributors disseminating information makes it difficult to understand the reliability of the sources.


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