USNANYSEMedicinal Chemicals & Botanical ProductsUS GAAP · USD

USANA Health Sciences, Inc

USANA Health Sciences is a U.S.-based developer and manufacturer of nutritional supplements, personal care products, and skincare products sold internationally through direct selling. The company also operates a direct-to-consumer business through Hiya, which offers children's health and wellness products.

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Revenue925m USD
+0.0 %y/y
Operating profit (EBIT)37.4m USD
+0.0 %y/y
EBIT margin4.0%
+0.0 ppy/y
Net income10.8m USD
+0.0 %y/y
Free cash flow8.5m USD
+0.0 %y/y

Fiscal year 2026 · change from previous year

Development 2021–2026

02505007501,0001,250m USD2021: 1,135 m USD2021: EBIT 176 m USD20212022: 999 m USD2022: EBIT 108 m USD20222023: 921 m USD2023: EBIT 93 m USD20232024: 855 m USD2024: EBIT 66 m USD20242025: 925 m USD2025: EBIT 37 m USD20252026: 925 m USD2026: EBIT 37 m USD202692537
RevenueOperating profit (EBIT)
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Business

Share of revenue
USANA Nutritionals88 %

Core supplement lines including Optimizers, Essentials/CellSentials, and related nutritional products.

USANA Foods6 %

Food and active nutrition products sold within the direct selling channel.

Personal care and Skincare5 %

Topical personal care and skincare products distributed through the direct selling network.

Hiya direct-to-consumer1 %

Children's health and wellness products sold directly to consumers under the Hiya brand.

Customers

USANA sells primarily to independent Brand Partners/Associates and Preferred Customers in its direct selling business. Brand Partners buy products for resale and personal use, while Preferred Customers buy for personal consumption; Hiya sells directly to parents and families seeking children's wellness products.

Brand Partners / Associates

Independent distributors who purchase USANA products for resale and personal use; they are central to the direct selling model.

Preferred Customers

Consumers who buy USANA products for personal use and do not resell them.

Retail customers

End consumers reached through Associates in certain markets, buying for household use and wellness needs.

Parents and families

Hiya buyers purchasing children's vitamins and wellness products through the direct-to-consumer channel.

Strategy

USANA's strategy centers on growing active Customers in its direct selling network while supporting Brand Partners with a compensation-based distribution model. The company is also building a second growth channel through Hiya, expanding its direct-to-consumer presence in children's health and wellness products.

Increase active CustomersShort term

The direct selling model depends on customer count and repeat purchasing to drive product volume.

Scale Hiya direct-to-consumerMedium term

Hiya adds channel diversification and reduces reliance on the traditional direct selling model.

Maintain financial flexibilityShort term

Liquidity supports operations, acquisitions, stock repurchases, and market expansion.

Geography

Q2/2026

USANA operates in multiple international markets, with a large share of direct selling net sales generated outside the United States. The company also maintains cash and operating exposure in China and other markets, which makes foreign exchange movements an important part of reported results and liquidity management.

Asia Pacific49 %
China33 %
United States18 %

Share of the revenue the company reports by geography.

Risks

USANA is exposed to customer concentration and distributor-network risk because sales depend on recruiting and retaining active Customers and Brand Partners. The company also faces foreign exchange, China-related operating exposure, and acquisition/integration risk from its multi-channel structure and international footprint.

Sorted by severity
LowMediumHighLowMediumHighImpact →Likelihood →Active Customer decline1Foreign exchange volatility2China operating exposure3Distributor compensation and incentive pressure4Acquisition integration risk5
Impact is the risk’s severity and likelihood how probable it is over the next few years, both assessed from the company’s reports. Numbers match the list.
  1. Active Customer declineImpact: HighLikelihood: Medium

    Direct selling revenue is driven by the number of active Customers and their spend.

    Exposure: Direct selling segment

  2. Foreign exchange volatilityImpact: HighLikelihood: Medium

    Most sales are outside the U.S., so translation affects reported revenue and earnings.

    Exposure: International operations

  3. China operating exposureImpact: HighLikelihood: Medium

    China is a major market and cash concentration area, increasing regulatory and transfer risk.

    Exposure: China

  4. Distributor compensation and incentive pressureImpact: MediumLikelihood: Medium

    Brand Partner incentives are a major cost and are tied to sales activity.

    Exposure: Direct selling model

  5. Acquisition integration riskImpact: MediumLikelihood: Medium

    Hiya adds a new channel, brand, and operating model that must be integrated successfully.

    Exposure: Hiya direct-to-consumer

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Accounting

Judgemental items
Revenue recognition by channel

Sales are split between direct selling and direct-to-consumer, which can have different timing and return patterns.

Impact: Reported revenue and comparability

Brand Partner incentives

Incentives are a major operating cost in the direct selling model and can vary with sales activity.

Impact: Operating margin and earnings

Foreign currency translation

Most sales occur outside the United States, so exchange rates affect reported results and cash balances.

Impact: Revenue, earnings, and liquidity

Amortization of acquired intangibles

Hiya acquisition accounting creates amortization expense that affects reported profitability.

Impact: Operating income and net income

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Last updated: 24/09/2026