Sunrider

What Sunrider does

Sunrider International is a privately held direct selling company founded in 1982 and headquartered in Torrance, California, with operations spanning nearly 50 countries and regions across North America, Korea, EMEA, and the SEA Pacific Region. The company markets health, wellness, and personal care products to consumers seeking natural, sustainable, and cruelty-free formulations, distributed through an independent direct selling network rather than traditional retail. Its core product portfolio is anchored by the Kandesn sub-brand, which includes the award-winning Kandesn Pure Bio Cellulose Sheet Mask (recognized as a Top 5 Face Mask of 2026 at the Clean Beauty Awards) and the Kandesn Herbal Deodorant launched in December 2025.

The company's go-to-market model is direct-to-consumer via field distributors, with AI-augmented sales enablement, customer support, ecommerce, and workforce training tools described as part of the operational stack. Beyond its core wellness business, Sunrider wholly owns the SLS Beverly Hills, a 297-room luxury hotel at 465 La Cienega Boulevard, which was acquired from Sam Nazarian's SBE approximately a decade ago for $195 million and has undergone a $22 million renovation. The hotel generated $43 million in revenue in 2022 and $42 million in 2023, and has been listed for sale with potential proceeds exceeding $200 million, with JLL engaged as the listing broker as of February 2026. The combined entity operates with 251–500 employees under CEO Sunny Beutler, with a recently restructured regional leadership model featuring two regional VPs overseeing global operations.

Name

Sunrider

Legal name

Sunrider International

Website

https://sunrider.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

251–500 employees

Short description

Sunrider International is a privately held direct selling company marketing wellness and personal care products under the Kandesn brand across nearly 50 countries, while also wholly owning the SLS Beverly Hills luxury hotel.

Ownership category

akta.pro rank

Headquarters

HQ city

Torrance

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. SLS Beverly Hills Hotel Operations: Luxury hotel ownership and operations generating recurring revenue from 297-room property in Beverly Hills.
2. Kandesn Wellness Products: Direct selling of wellness and beauty products including herbal deodorant, skincare masks, and natural formulations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Sunrider International manufactures and direct-sells herbal wellness and personal care products, including the Kandesn Pure Bio Cellulose Sheet Mask and Kandesn Herbal Deodorant, through a global independent distributor network spanning nearly 50 countries. The company also wholly owns and operates the SLS Beverly Hills luxury hotel as a secondary revenue-generating asset.

Product overview

Sunrider is a direct selling company offering health, wellness, and beauty products. The company's product portfolio includes the Kandesn skincare line featuring bio cellulose sheet masks and herbal personal care products. Sunrider operates globally through direct selling distribution.

Differentiator

Problem solved

Functional benefit

Brands

• Kandesn: A product sub-brand of Sunrider International encompassing skincare and personal care products including the Kandesn Pure Bio Cellulose Sheet Mask, Kandesn Pure Bio Cellulose Mask, and Kandesn Herbal Deodorant. The brand emphasizes natural ingredients, sustainability, and vegan/cruelty-free formulations.
• Kandesn Pure Bio Cellulose Sheet Mask
• Kandesn Herbal Deodorant

Products and services

• Kandesn Pure Bio Cellulose Sheet Mask A bio cellulose sheet mask for facial skincare, recognized for its ultra-soothing, spa-like application experience and award-winning clean beauty positioning. Sold to consumers via Sunrider's direct selling network.
• Kandesn Herbal Deodorant Herbal deodorant product emphasizing natural ingredients and sustainability, sold to wellness-focused individual consumers via the direct selling channel.
• SLS Beverly Hills Luxury Hotel Wholly owned 297-room luxury hotel property at 465 La Cienega Boulevard, Beverly Hills, operated by Sunrider International. Generates service-fee revenue from guest stays; currently being marketed for sale by JLL with an asking price exceeding $200 million.

Quantifiable outcome

• Top 5 Face Masks of 2026 recognition out of 386 entries
• +2 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• SBE (Sbe Entertainment Group)minorOthersSunrider International purchased the SLS Beverly Hills hotel from Sam Nazarian's SBE about a decade ago for $195 million. SBE previously operated the luxury hotel property.

Scale indicators3 records

Expansion highlights3 records

Broad incumbents

• L'Oréal: World's largest beauty company with aggressive push into natural, vegan, and sustainable personal care products — sets the competitive bar for clean beauty entrants like Kandesn.
• Coty: Major beauty conglomerate covering mass and prestige skincare/cosmetics, expanding clean and sustainability positioning — competes with Sunrider's cruelty-free/vegan value proposition at scale.
• Estée Lauder Companies: Global beauty conglomerate owning multiple skincare brands, now expanding into clean/vegan lines — a broad incumbent competing for the same clean beauty consumer as Sunrider's Kandesn brand.

Direct peers

• doTERRA: Direct selling wellness/essential oils company with a global independent consultant network emphasizing natural, sustainably-sourced formulations — overlapping with Sunrider's natural-ingredient positioning.
• Herbalife: Global direct selling wellness and nutrition company with a multi-level distributor model spanning 90+ markets, the most direct comparable to Sunrider's direct selling wellness/beauty model.
• Young Living: Direct selling essential oils and wellness company using a multi-level distributor structure in global markets, comparable to Sunrider on direct selling channel and natural/herbal positioning.
• Avon Products: Iconic direct selling beauty company with global representative network selling cosmetics and personal care — directly comparable to Sunrider's distributor-led beauty distribution model.
• Mary Kay: Direct selling beauty and skincare company with independent sales consultants in 35+ markets, structurally similar to Sunrider's Kandesn-focused direct selling business.
• Amway: Direct selling giant operating nutrition, beauty, and home care via independent distributors across 100+ countries, mirroring Sunrider's direct selling GTM motion and personal care focus.
• Nu Skin Enterprises: Direct selling personal care and wellness brand with anti-aging skincare lines distributed through independent representatives globally. Comparable to Sunrider on distribution model and beauty/wellness positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/sunrider
• Facebookfacebook.com/sunrider
• LinkedInlinkedin.com/company/sunrider-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunrider