Start here if you're new
what it is
Nu Skin sells skincare and nutritional supplements through a global direct-selling network in about 50 markets.
how it gets paid
Last year Nu Skin Ent made $1.5B in revenue. Other markets was the main engine at $630M, or 42% of sales.
why growth slowed
Revenue fell 14.3% last year. The 10% customer drop mattered most because fewer customers today usually means less revenue tomorrow in a direct-selling model.
what just happened
Q4 2025 was a slight EPS miss: $0.29 versus consensus near $0.30 (sources vary by a few cents).
At a glance
B++ balance sheet — above average — nothing keeping you up at night
55/100 earnings predictability — expect surprises
6.7x trailing p/e — the market's not buying it — or you found a deal
2.8% dividend yield — cash in your pocket every quarter
6.5% return on capital — nothing to write home about
xvary composite: 58/100 — below average
What they do
Nu Skin sells skincare and nutritional supplements through a global direct-selling network in about 50 markets.
Nu Skin wins by selling through 30,045 sales leaders instead of building a giant retail footprint. Direct selling → person-to-person distribution → so what: you get global reach across about 50 markets without paying for thousands of stores.
How they make money
$1.5B
annual revenue · their business grew -14.3% last year
Americas
$285M
Southeast Asia/Pacific
$210M
China
$195M
Japan
$180M
Other markets
$630M
The products that matter
nutrition and wellness line
Wellness Products
key growth watch
management framing keeps circling back here, and with the sales force down 10% last quarter, this category needs enough pull to keep distributors engaged.
core story
beauty and personal care portfolio
Beauty and personal care
part of the $1.5B base
this page does not break out the category, which is the point — if you cannot see the mix, you should not assume the rest of the portfolio is quietly fixing the story.
thin disclosure
distributor channel economics
Sales force
10% smaller last quarter
it is not a product, but it is the engine that carries the $1.5B revenue base. If the channel keeps shrinking, every product has to work harder just to stand still.
real lever
Key numbers
6.7x
trailing p/e
You are paying 6.7 times trailing earnings for a business with falling sales. Cheap is the whole argument.
14.3%
revenue decline
Annual revenue fell to $1.5B from the prior year. That tells you the core problem is demand, not optics.
4.4%
operating margin
Operating margin → profit left after running the business → so what: Nu Skin has very little room for mistakes.
$204M
long-term debt
Debt is 30% of capital. That is manageable, but it gets less comfortable when earnings are projected to drift lower.
Financial health
B++
strength
- balance sheet grade B++ — above average financial health
- risk rank 3 — safer than 50% of stocks
- price stability 30 / 100
- long-term debt $204M (30% of capital)
- net profit margin 3.8% — keeps 4 cents of every dollar in revenue
- return on equity 8% — $0.08 profit for every $1 investors have put in
B++ — functional but not a standout on the balance sheet.
Total return vs. market
You invested $10,000 in NUS 3 years ago → it's now worth $2,310.
The index would have given you $13,880.
source: institutional data · total return
What just happened
mixed vs street (EPS ~in line)
Q4 2025: $0.29 EPS vs consensus near $0.30–$0.33 depending on vendor — a penny light in some cuts, “beat” headlines in others. Revenue was light vs expectations.
The quarter was weak on demand: revenue was about $370M (not $1.1B — that was a feed error vs quarterly reality), with roughly a 10% drop in customers. Company-reported Q4 gross margin was about 71% on a consolidated basis.
~$370M
q4 2025 revenue
$0.29
eps
~71%
q4 gross margin
the number that mattered
The 10% customer drop mattered most because fewer customers today usually means less revenue tomorrow in a direct-selling model.
-
nu skin enterprises’ prospects for 2026 are nothing to write home about.
-
the company ended 2025 on a disappointing note, with fourth-quarter earnings of $0.29 a share (well below our estimate and the year-ago figure), on a lower-than-expected 17% drop in the top line.as has been the case over the last few years, nu skin’s revenues were tempered by a challenging business climate and an unfavorable foreign-exchange environment.
-
to wit, in the fourth quarter, the company reported a 10% drop in its number of customers.however, company-wide costefficiency initiatives helped widen margins, which boosted the bottom line. although nu skin should benefit from the second half launch of its prysm io intelligent wellness device and a market launch in india, leadership’s outlook for the year was none too inspiring. as a result, we have pared $0.20 a share from our 2026 earnings estimate, which now sits at $1.05, and we have initiated a 2027 earnings call of $1.25 a share.
-
and the investment community has taken notice.
-
to wit, nus stock is down about 13% in value since our early december review, as compared to approximately a 3% uptick in the s&p 500 index over the same period.
source: company earnings report, 2026
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What could go wrong
the #1 risk here is distributor attrition in a direct-sales model. Nu Skin does not get to separate product demand from channel health.
med
distributor attrition
The sales force shrank 10% last quarter. In this model, fewer active sellers can mean less reach, less recruitment, and less revenue momentum at the same time.
If that pace continues, the market will keep treating the low multiple as deserved rather than cheap.
med
revenue pressure toward the $1B estimate
This page pairs $1.5B of last annual revenue with a $1B FY2026 estimate. That is a large implied step down unless comparability is distorted.
A business expected to get one-third smaller does not usually win a higher multiple on hope alone.
med
thin margins leave little cushion
A 3.9% net margin and 7% return on equity are positive, but they are not forgiving. There is less room for pricing mistakes, channel weakness, or dividend strain.
You do not need a collapse to hurt the stock. You just need mediocre execution to keep the turnaround stuck.
A 10% smaller sales force, a 3.9% net margin, and a revenue outlook of $1B versus $1.5B last year is not much cushion. If those three pressures line up, the stock can stay optically cheap for longer than you want.
source: institutional data · regulatory filings · risk analysis
Pay attention to
calendar
next earnings update
Use the next release to check whether management is stabilizing the channel or just narrating around it. Last full review: updated mar 6, 2026.
metric
sales-force trend
The recent 10% decline is the cleanest operating signal on the page. If that number stops getting worse, the turnaround case gets more credible.
risk
revenue bridge
Keep an eye on whether the business starts tracking closer to the $1B FY2026 estimate or shows evidence that last year's $1.5B scale is more durable.
trend
price strength vs. fundamentals
Technical rankings are strong while the three-year total return is ugly. If price momentum fades before fundamentals improve, the stock loses one of its few supportive signals.
Analyst rankings
short-term outlook
average
momentum score 3 — the stock is tracking the broader market more than leading it. in human-speak, analysts are not seeing a clean fundamental breakout yet.
risk profile
average
stability score 3 — typical risk on the ranking system. You are not buying a bunker stock, but you are not buying the market's most fragile name either.
chart momentum
top 5%
technical score 1 — the highest rating. In plain English: price action has been unusually strong even while the underlying business still needs proof.
earnings predictability
55 / 100
earnings are only moderately predictable. You should expect a bumpier reporting pattern than you get with steadier consumer franchises.
source: institutional data
Institutional activity
institutions have been net selling for 2 consecutive quarters — 55 buyers vs. 62 sellers in 4q2025. total institutional holdings: 36.7M shares. net selling for 2 quarters.
source: institutional data
Price targets
3-5 year target range
$7
$26
$9
current price
$17
target midpoint · +99% from current · 3-5yr high: $30 (+250% · 38% ann'l return)
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