New U Life
New U Life is a private direct-selling company marketing hormone health and wellness products, including its flagship SomaDerm transdermal gel, through a global multi-level marketing distributor network serving health-conscious consumers and independent business owners across 11+ countries.
- Company typePrivate
- Founded2017
- HeadquartersPleasant Hill, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What New U Life does
New U Life is a privately held direct-selling corporation headquartered in Lehi, Utah, focused on hormone health and whole-body wellness. The company markets a portfolio of proprietary supplements and skincare through a global multi-level marketing (MLM) network of Independent Business Owners (IBOs), with regional offices and operating presence in at least 11 countries across North America, East Asia, Southeast Asia, and Europe. Its flagship product, SomaDerm, is a transdermal gel containing a proprietary blend of natural ingredients and nutraceuticals designed to support natural human growth hormone production; this formulation underpins the company's broader 'SomaTech' ingredient-blending technology platform, which is extended across companion products including SomaDerm + AWE, SomaDerm + CBD, the SomaNight nighttime collagen drink (featuring the FCM4 Tri-Collagen Nano Peptide Matrix), M*L*T and TRi-M*L*T metabolic support products, NeuraVie cognitive support, Fortress immune support, and the Rose & Cole luxury skincare sub-brand. Manufacturing is conducted at an FDA-registered, cGMP-compliant facility, and SomaDerm carries an NDC code (61877-0007-1).
New U Life's go-to-market is exclusively direct selling: products are purchased at wholesale by IBOs and resold to end consumers via replicated distributor websites and the corporate storefront (shop-us.newulife.com). Compensation follows a rank-based MLM plan (Associate through Diamond Ambassador), with distributors required to maintain minimum 140 PV in a 5-week rolling window to remain commission-eligible. The 2023 disclosed U.S. distributor pyramid is heavily long-tailed (99.44% at Associate rank, average annual income $49.45), with the top Diamond Ambassador earning $1,290,151. Distribution economics are complemented by retail markup on personal sales, overrides on downline volume, leadership bonuses, and rank-advancement incentives paid weekly.
The company is founder-controlled under Alexy Goldstein (founder and CEO) with a small executive team including a President, Chief Administrative Officer, Chief of Staff, VP of Sales, VP of IT, VP of Treasury, and a recently appointed Head of North America Sales. The company is privately held, with no disclosed outside funding rounds or institutional investors in the available data, and product breadth, geographic footprint, and leadership investment all point to a strategy of expanding a single-brand hormone-health platform into adjacent wellness and skincare verticals across international markets.
New U Life firmographics
Firmographics- Name
- New U Life
- Legal name
- New U Life Corporation
- Website
- https://newulife.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- New U Life is a private direct-selling company marketing hormone health and wellness products, including its flagship SomaDerm transdermal gel, through a global multi-level marketing distributor network serving health-conscious consumers and independent business owners across 11+ countries.
- Ownership category
- akta.pro rank
New U Life industry classification
Industry- Product category
- Health and Wellness Supplements
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)
- akta.pro secondary industries
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)
Keywords
Where New U Life is headquartered
LocationHeadquarters
- HQ city
- Pleasant Hill
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
New U Life business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Product Sales through Distributors: New U Life sells products exclusively through a network of independent distributors. Products are purchased by distributors at wholesale prices and sold to retail customers. The company ships products directly to customers or distributors can carry inventory.
- Distributor Compensation and Commissions: Distributors earn commissions through a multi-level compensation plan based on product sales and team building. Compensation includes retail profits, overrides on downline volume, leadership bonuses, and rank advancement incentives. Paid out weekly to active distributors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases through distributor network |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
New U Life product offering
Product offeringCore offering
New U Life develops and sells a portfolio of hormone-health supplements, transdermal gels, and personalized skincare formulated on its proprietary SomaTech technology platform. Its flagship is the SomaDerm transdermal HGH gel (over 15 years on market), complemented by SomaNight collagen sleep drink, M*L*T/TRi-M*L*T body-transformation nutrition, NeuraVie cognitive blend, Fortress immune support, and the Rose & Cole luxury skincare line personalized by DermaType assessment. Products are sold almost exclusively through a global network of Independent Business Owners under a multi-level marketing compensation plan.
Product overview
New U Life is a direct-selling health and wellness company operating as a platform-plus-products model with its proprietary SomaTech® technology as the foundational platform. The product portfolio centers on hormone health solutions comprising transdermal gels (SomaDerm®, SomaDerm + AWE, SomaDerm + CBD), nighttime recovery (SomaNight™), metabolic support (M*L*T™, TRi-M*L*T™), cognitive function (NeuraVie), immune defense (Fortress), and skincare (Rose & Cole™). The SomaTech technology creates key ingredient blends addressing hormone imbalances that contribute to aging. Products are designed to be used synergistically, with SomaDerm serving as the core hormone health product, supplemented by companion products for specific needs like pain relief, sleep, weight management, and skincare.
Differentiator
Problem solved
Functional benefit
Brands
- Rose & Cole: Luxury skincare line with SomaTech technology, featuring personalized blends based on DermaType assessment for hormone-optimized skin health.
Products and services
- SomaDerm A transdermal gel containing a proprietary SomaTech blend of natural ingredients and nutraceuticals with a somatropin-based homeopathic formula applied to thin-skin areas (underarms, forearms, wrists, behind knees) so actives absorb into the bloodstream; positioned to support the body's natural production of HGH. NDC: 61877-0007-1.
- SomaDerm + AWE A transdermal gel combining the SomaDerm hormone-health formula with Copaiba, Arnica Montana, Willow Bark, Eucalyptus Oil, and Peppermint Oil, designed for systemic inflammatory balance, targeted pain relief, stress, and daily hormone health support.
- SomaDerm + CBD A transdermal gel that combines the SomaDerm hormone-health formula with Full Spectrum CBD, Arnica Montana, Willow Bark, Eucalyptus Oil, and Peppermint Oil to deliver systemic and targeted pain relief while supporting hormone balance.
- SomaNight A nighttime drink featuring the SomaTech proprietary blend, FCM4 Tri-Collagen Nano Peptide Matrix, and a Rest and Recovery Matrix with 10 grams of naturally derived collagen from marine, bovine, and chicken sources to support IGF-1 production, HGH utilization, and restorative sleep.
- M*L*T A powder supplement containing medium-chain fatty acids, amino acids for metabolism, five electrolytes (sodium, magnesium, calcium, potassium, phosphorus), and B-Complex vitamins, formulated to support increased energy, mental clarity, appetite regulation, athletic performance, and hydration; available in Raspberry Lemonade and Tropical Punch flavors.
- TRi-M*L*T A premium liquid shot for weight management powered by SomaTech ingredients including CitriSlim (Ponkan Unripe Fruit Extract), MCT, Inulin, Green Tea Extract, and L-Tyrosine, designed to support three body-transformation hormones: Leptin (appetite suppressant), Ghrelin (hunger hormone), and PYY (fat utilization for energy).
- NeuraVie A brain-health stickpack supplement with over 30 ingredients formulated to support six pillars of cognitive health: Focus, Memory, Learning, Accuracy, Concentration, and Reasoning; available in Passion Fruit/Pom Berry flavor, 20 stickpacks per box.
- Fortress An immune-support supplement featuring Lactoferrin, elderberry extract, probiotics (Acidophilus and bifidobacterium), Astragalus Extract, and a citrus bioflavonoid complex, positioned to support antioxidant defense and overall vitality.
- Rose & Cole A luxury skincare line powered by SomaTech technology and personalized via DermaType assessment across five hormone-related skin factors (collagen content, lipid levels, sebaceous gland activity, moisture barrier, melanin), offered in Essentials Kit (3 products) and Luxe Kit (6 products); manufactured in Switzerland with Italian packaging.
Quantifiable outcome
- Products may stimulate natural HGH production up to 800%
- +2 more outcomes
Companies that use New U Life
Customer profileSegments3 records
Ideal customer profiles2 records
New U Life technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
New U Life partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
New U Life competitors and assessment
Company assessmentDirect peers
- Nu Skin Enterprises: Public direct-selling company with a strong anti-aging product portfolio (ageLOC line) sold through independent distributors globally. Closely comparable in product positioning, GTM motion (MLM), and target customer (anti-aging consumers).
- LifeVantage: Public direct-selling company built around Protandim and the Nrf2 activator science platform for healthy aging. Highly comparable given shared anti-aging positioning, MLM distribution, and proprietary technology narrative.
- Jeunesse Global: Private direct-selling company with a youthful-aging product portfolio (Reserve, Luminesce, AM/PM Essentials) sold through a global distributor network. Comparable in anti-aging positioning, product mix across skincare and supplements, and MLM structure.
- Mannatech: Public direct-selling company specializing in glyconutrition and wellness supplements sold through associate network. Comparable in MLM structure, health supplement positioning, and distributor rank-based compensation.
- Plexus Worldwide: Private direct-selling health and wellness company selling weight management and nutritional supplements through ambassadors. Comparable in MLM model, health/wellness product category, and distributor-based customer acquisition.
- Isagenix International: Private direct-selling company with weight management and nutritional products sold through independent associates. Comparable in MLM structure, nutritional supplement portfolio, and global distributor network.
- Shaklee: Private direct-selling company with nutrition, wellness, and skincare products distributed through independent members. Comparable in MLM structure, wellness positioning, and product mix spanning supplements and skincare.
Broad incumbents
- Herbalife Nutrition: Large public direct-selling nutrition company with global distributor network. Comparable in MLM GTM motion and health/wellness positioning, though Herbalife is far larger and focused primarily on weight management and protein nutrition.
- USANA Health Sciences: Public direct-selling nutritional supplement company with premium supplement and skincare lines sold via independent distributors. Comparable in MLM distribution, premium positioning, and nutritional supplement portfolio.
- Amway: Largest private direct-selling company globally with nutrition, beauty, and home care products. Comparable in MLM GTM motion and product breadth across supplements and personal care.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
New U Life social profiles
Digital presenceNew U Life compliance and trust
Trust signalCompliance1 record
New U Life financial estimates
Financial estimateRevenue estimate
Valuation estimate
New U Life leadership team
Management profileNumber of profiles
Profiles8 records
New U Life funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New U Life M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New U Life
What does New U Life do?
New U Life develops and sells a portfolio of hormone-health supplements, transdermal gels, and personalized skincare formulated on its proprietary SomaTech technology platform. Its flagship is the SomaDerm transdermal HGH gel (over 15 years on market), complemented by SomaNight collagen sleep drink, M*L*T/TRi-M*L*T body-transformation nutrition, NeuraVie cognitive blend, Fortress immune support, and the Rose & Cole luxury skincare line personalized by DermaType assessment. Products are sold almost exclusively through a global network of Independent Business Owners under a multi-level marketing compensation plan.
Is New U Life a public or private company?
New U Life is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was New U Life founded?
New U Life was founded in 2017. It employs 101 to 250 people.
Where is New U Life based?
New U Life is headquartered in Pleasant Hill, United States, in the North America region.
How does New U Life make money?
Two revenue lines are on record. Product Sales through Distributors are the primary driver. The others are distributor Compensation and Commissions.
Who are New U Life's main competitors?
Direct peers on record are Nu Skin Enterprises, LifeVantage, Jeunesse Global, Mannatech, Plexus Worldwide, Isagenix International and Shaklee. Broad incumbents are Herbalife Nutrition, USANA Health Sciences and Amway.
Does New U Life have an API?
No public API is recorded for New U Life.
What industry is New U Life in?
New U Life's product category is Health and Wellness Supplements. Its primary akta.pro industry code is CRABAAAB, Treatment Skincare (Serums, Actives, Acne & Anti-aging), with a secondary code of CRABAAAF, Dermocosmetics & Medical-Grade Skincare. Its NAICS code is 456120 and its SIC code is 2844.