USANA Health Sciences (NYSE: USNA) is a nutritional products company that develops, manufactures, and sells dietary supplements, functional foods, and personal care products worldwide. Revenue comes primarily through a direct selling model in which independent distributors called Brand Partners and enrolled Preferred Customers purchase products directly from the company. The core nutritional segment accounted for approximately 84% of consolidated net sales in FY2025 (fiscal year ended January 3, 2026). In December 2024, USANA acquired a 78.85% controlling interest in Hiya Health Products, a direct-to-consumer children's health and wellness brand operating on a subscription model with approximately 181,700 active Monthly Subscribers as of January 3, 2026. Through its core business, Hiya, and the Rise Bar brand acquired in 2022, USANA now sells across direct selling, direct-to-consumer subscription, third-party marketplace, and retail channels. The company is organized into two reportable segments: Core Nutritional and Hiya Direct-to-Consumer.

Revenue model

Core nutritional revenue is transactional, generated when Brand Partners and Preferred Customers purchase products; Brand Partners also earn commissions by recruiting new distributors. Hiya operates a subscription model in which customers receive recurring shipments, with first-time subscribers receiving a discounted price and refillable glass bottle and recurring subscribers paying higher prices at lower shipping cost, improving gross and operating margins over time. Rise Bar generates revenue through product sales across marketplace and retail channels.

Products and services

Core nutritional product lines include: Optimizers (targeted supplements for cardiovascular, skeletal, and digestive health, 71% of core nutritional product sales in FY2025), Essentials/CellSentials (foundational vitamin and mineral supplements, 16% of core nutritional product sales in FY2025), Foods (meal replacement shakes, snack bars, weight-management programs, 6% in FY2025), and Personal Care and Skincare including the Celavive line. Hiya's product portfolio includes Kids Daily Multivitamin (54% of direct-to-consumer product sales in FY2025), Kids Daily Probiotic (14%), Kids Daily Greens and Superfoods (13%), Kids Bedtime Essentials (11%), Kids Daily Iron (4%), Kids Daily Immune (3%), and Kids Daily Hydration. Rise manufactures protein bars, powdered drinks, and clear protein drinks.

Customers and end markets

Core nutritional customers are Brand Partners (independent distributors who purchase products for personal use and resale and recruit other distributors) and Preferred Customers (enrolled end consumers). Hiya's customers are U.S. consumers purchasing children's health products primarily through monthly subscriptions, segmented into first-time and recurring subscribers. Rise Bar targets health-conscious consumers seeking clean-ingredient protein products through marketplace and retail channels. End markets are individual and family health and nutrition.

Value-chain role

USANA develops and manufactures its own nutritional supplements, functional foods, and personal care products, positioning it as a vertically integrated manufacturer and distributor. Distribution occurs through proprietary direct selling infrastructure, a direct-to-consumer subscription platform (Hiya), third-party marketplaces such as Amazon, and retail channels.

Geographic exposure

USANA sells products worldwide through its core nutritional segment. Hiya operates and sells exclusively in the United States as of the fiscal year ended January 3, 2026. Specific country-level or regional revenue breakdowns are not detailed in the excerpts provided.

Source: SEC 10-K, filed 2026-03-16

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