USANACompany overview

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  USANA’s Hiya Health deal strengthens its consumer wellness portfolio

  

  USANA strengthened its product portfolio by acquiring a controlling stake in the children’s wellness brand Hiya Health products for $205 million. This allows the company to enter the broader and growing direct-to-consumer market with its revenue sources expanding beyond its traditional direct selling model.

  (Source: USANA)

• New incentives and bonuses for brand partner growth

  

  The company introduced an updated compensation plan for its brand partners. It includes new sales bonuses, rewards, and leadership incentives. The major aim of the company is to help new distributors improve their growth and long-term distributor retention. And it also makes the business opportunity more appealing to aspiring entrepreneurs.

  (Source: Direct Selling News)

  

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  Supporting innovation through consistent R&D investment

  

  With an aim to maintain product quality and encourage innovation, USANA is investing so much effort into research and development. The company spends more than $11 million each year on R&D. This strong initiative is to help strengthen its reputation as a science-focused health and wellness brand.

  (Source: USANA)

• New council of healthcare experts to guide product development

  

  USANA introduced its Health Professional Advisory Council at the 2025 Global Convention. The council brings together experienced health professionals who are also USANA Brand Partners and ambassadors. Their role is to guide the company in product development and help improve the way USANA delivers its health products around the world. It also helps enhance customer experience.

  (Source: USANA)

  

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  Cost and efficiency gains through in-house Hiya manufacturing

  

  USANA plans to manufacture Hiya products at its FDA-registered facility in Salt Lake City. This will be an alternative step against solid reliability on outside suppliers. By bringing production in-house, the company expects to lower product costs and improve overall efficiency.

  (Source: USANA)

• A personalized approach to wellness and skincare

  

  USANA leverages personalization to improve customer experience. The company offers product solutions that are designed for different nutritional and skincare needs. This strategy will allow the company to improve customer loyalty and help the brand stand out in the direct selling sector.

  (Source: USANA)

  

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  Customer-centric growth strategy

  

  USANA’s growth strategy focuses on customer acquisition around the world, especially through its Preferred Customer program. More than half of its active customers are Preferred Customers who buy products for personal use. This helps the company build steady revenue and stronger customer loyalty.

  (Source: USANA)

• Greater China expansion via BabyCare

  

  USANA considers Greater China an important growth market and holds a strong presence in its market space through its subsidiary, BabyCare. The company has obtained direct selling licenses in several provinces and municipalities so far. This will help strengthen its position in the region while supporting customer growth.

  (Source: USANA)

  

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  Global athlete sponsorship strategy

  

  Through its global ambassador program called Team USANA, the company provides supplements exclusively to more than 1,000 elite athletes around the world. This initiative helps build trust in the brand, highlights its focus on performance, and increases international brand recognition.

  (Source: USANA)

• Training and recognition through USANA conventions

  

  USANA organizes major regional and global events such as the Annual International Convention and the Asia Pacific Convention. These programs offer distributor training, recognition, and support to associates. They also help them grow their businesses with improved market engagement and expansion.

  (Source: USANA)