NuSkin Transformed into Affiliate Model to Restore Sales Momentum

NuSkin Transformed into Affiliate Model to Restore Sales Momentum

Executives at NuSkin, which sells a variety of topical products and cosmetic nutritional supplements as well as skin care devices, detailed the transformation during a recent earnings call with analysts.

NuSkin, headquartered in Provo, Utah, has long been one of the world’s leading direct selling companies. One of the company’s first products, and the basis of its early success, was a scanner that measured the carotene content in the skin as a measure of the skin’s antioxidant potential, and thus a measure of skin health. The company climbed to sixth place overall in the Global 100 Best Network Marketing Companies list maintained by the publication Direct Selling News.

The rise of the NuSkin can be attributed more to the staying power than to the meteoric growth. Indeed, the company’s annual revenue, according to DSNThe numbers, they peaked at $2.68 billion in 2019 and haven’t yet returned to that level. NuSkin hovered around $2.2 billion in annual revenue for several years before rising in 2019.

Shift to associate to regain momentum

Instead, NuSkin’s rise to the list came as the MLM industry in general shrank. The biggest companies on the list for years have been Amway and Avon. In 2013, the annual revenue of these companies, again according to DSN$11.3 billion and $10.7 billion, respectively. In fiscal 2019, the companies reported annual revenues of $8.4 billion and $4.7 billion, respectively (Brazil’s MLM Natura & Co has since acquired Avon).

In a recent earnings call with analysts, newly appointed CEO Ryan Nabersky said his goal is: “Transform our business toward our vision of becoming the world’s leading and innovative beauty and wellness company powered by our dynamic affiliate opportunity platform.”


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