NU SKIN Greater China
- Company typePublic
- Founded2003
- HeadquartersShanghai, Shanghai, China
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
NU SKIN Greater China firmographics
Firmographics- Name
- NU SKIN Greater China
- Legal name
- 如新（中国）日用保健品有限公司
- Website
- https://china.nuskin.com
- Company type
- Public
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
NU SKIN Greater China industry classification
Industry- Product category
- Direct-Selling Personal Care & Nutritional Supplements
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Food (Health) Supplement Retailers (456191)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
- akta.pro secondary industries
- Skincare Devices (Cleansing Brushes, Microcurrent, LED, Dermaplaning) (CRABAKAI), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Sunscreen (Face) (CRABAHAA)
Keywords
Where NU SKIN Greater China is headquartered
LocationHeadquarters
- HQ city
- Shanghai, Shanghai
- HQ country
- China
- HQ region
- Asia
Offices16 records
Markets served
NU SKIN Greater China business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Personnel, Supply Chain, Technology or R&D, Operations, Infrastructure
Revenue model
- Direct Product Sales (B2C): NU SKIN sells personal care products, nutritional supplements, and beauty devices directly to consumers through direct sellers and e-commerce channels (星享城, WeChat mini-programs, website). Revenue is generated per transaction with no publicly disclosed recurring subscription model.
- Direct Selling Commission (直销员报酬): Direct sellers earn commissions based on their personal direct-to-consumer sales. Compensation is capped at 30% of the direct seller's product revenue per直销管理条例 regulations. Payment is made monthly via bank transfer, with taxes withheld by the company.
- E-commerce Platform (星享城/小程序): Company-operated e-commerce platforms (星享城App, 如新官方商城, 如新直播购 WeChat mini-programs) enable direct consumer purchases, serving as the primary digital sales channel alongside direct sellers.
- Physical Service Outlets / Retail Stores: Company-operated and franchise physical service outlets across 25+ Chinese provinces provide product sales, customer service, returns/exchanges, and direct seller support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | ageLOC LumiSpa iO Starter Kit (新动轻享套装iO) — for normal/mixed skin |
| Unit Pricing | Pay-as-you-go | ageLOC WellSpa iO Light Enjoy Set (轻享套装) — premium beauty device |
| Unit Pricing | Pay-as-you-go | ageLOC活颜视黄醇精华乳 — anti-aging serum |
| Unit Pricing | Pay-as-you-go | 如新华茂牌灵芝胶囊 — health supplement |
| Unit Pricing | Pay-as-you-go | 营养健康产品套装 (套装专区 price tiers) |
| Subscription | Monthly | 星级顾客购物计划 — loyalty program |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels10 records
NU SKIN Greater China product offering
Product offeringCore offering
NU SKIN Greater China manufactures and direct-sells premium anti-aging personal care products, IoT-connected beauty devices, and nutritional supplements to consumers across mainland China, Hong Kong, and Taiwan. Its offering is anchored by the proprietary ageLOC technology platform, which spans smart cleansing, microcurrent, and personalized skincare devices paired with regimen-specific skincare and supplement lines. Products are sold through a registered direct-selling force and supplemented by proprietary e-commerce apps and physical experience outlets.
Product overview
NU SKIN Greater China operates a multi-category direct selling business centered on three pillars: (1) anti-aging instruments (ageLOC美容仪器系列 — including ageLOC LumiSpa iO, WellSpa iO, ageLOC Me新智我, ageLOC Boost/瓷光机, and ageLOC修身美颜Spa), (2) personal care products (个人保养品 — including ageLOC skincare creams/serums, 荟萃善秀/Scion botanical series, 滢白三效 whitening, epoch plant-based series, color cosmetics, and body care), and (3) nutritional supplements under Pharmanex/华茂 (including 如沛/LifePak multivitamins, 灵芝胶囊, 茶沛, 君沛, 红曲, and body function products like TRME体型管理). Supporting these are digital platforms — 星享城 App, Vera App (IoT device companion), and 如新官方商城 WeChat mini-program. The company also sells the Prysm iO spectral scanner for antioxidant assessment and MyND360 sleep management products. All products are distributed through a direct selling model with a network of sales partners across mainland China.
Differentiator
Problem solved
Functional benefit
Brands
- ageLOC: Proprietary anti-aging technology platform and product line including skincare devices and supplements
- 华茂 (Pharmanex)
- Scion/丝昂
- MyND
- TRU
- Vera
Products and services
- ageLOC LumiSpa iO
Quantifiable outcome
- No. 1 globally in retail sales of home beauty & wellness instruments — Euromonitor International (2023-2024)
- +5 more outcomes
Companies that use NU SKIN Greater China
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
NU SKIN Greater China technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration24 records
AI capability7 records
Feature5 records
NU SKIN Greater China partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, flagship and minor.
- 阿里巴巴 (Alibaba Cloud OSS, 阿里云实人认证)coreAlibaba Cloud OSS provides image upload services. 阿里云实人认证 (Alibaba Cloud Real Identity Verification) is used for direct seller identity verification during the Nu contract signing process. Both are SDK integrations within the 星享城 app.
- 腾讯 (WeChat, QQ, 腾讯即时通讯, 腾讯云)coreWeChat and QQ SDKs enable social login and sharing on the e-commerce platform. 腾讯即时通讯 SDK powers real-time communication between direct sellers and customers. In December 2020, NU SKIN and Tencent formed a strategic partnership to leverage Tencent's digital ecosystem for online-offline business integration and digital transformation.
- 京东物流 (JD Logistics / 北京京邦达贸易有限公司)coreJD Logistics handles last-mile delivery of products ordered through NU SKIN's e-commerce platform. Order information, shipping address, and contact details are shared with JD for delivery fulfillment.
- 顺丰速运 (SF Express)coreSF Express provides delivery services for product fulfillment. Order and contact information shared for logistics purposes.
- 支付宝 (Alipay)coreAlipay SDK integrated into 星享城 app for payment processing. Shares order number and transaction amount for payment processing.
- Discovery探索频道flagshipIn January 2021, NU SKIN partnered with Discovery Channel to create the documentary 'Unlocking Future Skin Technology' (《解锁未来护肤科技》), showcasing NU SKIN's ageLOC anti-aging technology and R&D capabilities to a global audience.
- 广东星创日用保健品有限公司 (星创城海外购)coreGuangdong Xingchuang is a subsidiary of NU SKIN China operating the '星创城海外购' platform, enabling Chinese consumers to purchase NU SKIN overseas products. Customer name, phone number, and NU SKIN CN account are shared for cross-border shopping and market promotion purposes.
- Nu Skin International, Inc. (境外母公司)coreNU SKIN China shares personal data with its parent company Nu Skin International, Inc. (registered in the US) for: (1) marketing personnel performance evaluation, (2) account support for sales agents, (3) business analytics to better understand consumer needs. Data transmitted includes name, NU SKIN CN account, purchase time, product numbers, quantities, and order amounts. Data flows via MQ message subscription and API to Nu Skin International cloud infrastructure hosted on AWS.
- 亚马逊网络服务 (AWS — Amazon Web Services)coreAWS provides cloud infrastructure services for Nu Skin International, Inc.'s systems, which handle the data processing for Chinese customer and direct seller information. AWS serves as the cloud infrastructure provider for the cross-border data flows from NU SKIN China to Nu Skin International.
- 普华永道 (PwC)corePwC provides external audit services for Nu Skin International, Inc. As an external auditor, PwC has access to evaluate SOX Sarbanes-Oxley relevant system data, and is bound by strict data and security regulations.
- 中国儿童少年基金会 (China Children and Women Foundation)flagshipNU SKIN China partners with China Children and Women Foundation for the '中华儿童心脏病基金' (Children's Heart Disease Fund), established September 2008. The fund has helped over 10,000 children in Southeast Asia receive heart disease treatment. Also partnered for earthquake relief donations (Sichuan 2008, Henan 2021, Gansu 2023) and other CSR initiatives.
- 中国青少年发展基金会 (China Youth Development Foundation)flagshipNU SKIN partners with CYDF on '希望工程' (Spring Bud Plan) and '如新春蕾计划' (Spring Bud Academy) programs, providing educational support for impoverished students. In April 2024, donated RMB 1.8 million for congenital heart disease treatment for children in Shaanxi.
- 中国扶贫基金会 (China Poverty Alleviation Foundation)flagshipEstablished 'NU SKIN 5.12小额信贷基金' in 2008 with RMB 4 million donation for Sichuan earthquake recovery. Received '2018年度杰出贡献奖', '2019年度杰出贡献奖' from the foundation for ongoing poverty alleviation support.
- 中国营养学会教育培训中心 (via 北京禾尔生健康科技有限公司)minorNU SKIN refers qualified sales agents to the China Nutrition Society Education Training Center for '营养健康顾问认证课程' (Nutrition Health Advisor Certification Course) at preferential rates. Agent name and phone number are shared with 北京禾尔生 for enrollment purposes.
Scale indicators11 records
Recent moves6 records
Expansion highlights4 records
NU SKIN Greater China competitors and assessment
Company assessmentDirect peers
- Mary Kay China: Mary Kay China operates a direct-selling beauty business with skincare, color cosmetics and fragrance aimed at Chinese women. Same MLM-adjacent direct selling model, similar premium beauty positioning, similar regulatory environment.
- Herbalife China: Herbalife China sells nutritional supplements, meal replacements and weight management products through direct selling. Comparable licensed direct seller with overlapping nutritional supplement and weight management (TRME) product categories.
- Infinitus (无限极): Infinitus is a leading Chinese direct selling company selling herbal health supplements and personal care products. Comparable direct selling license holder in China with similar multi-category health/beauty positioning, though with stronger herbal/TCM positioning versus NU SKIN's anti-aging positioning.
- Amway China: Amway China is the largest direct selling company in mainland China, selling Nutrilite vitamins, Artistry skincare, and home beauty devices through a licensed direct seller network. Highly comparable business model (direct selling license, multi-category health & beauty) and overlapping regulatory exposure in China.
- Perfect China (完美中国): Perfect China is among the earliest licensed direct sellers in China, selling health supplements, personal care and household products. Comparable direct-selling license holder with overlapping nutritional supplement and personal care portfolio.
- Avon China (雅芳): Avon China pioneered beauty direct selling in China and sells skincare, color cosmetics and fragrances. Highly comparable direct-selling beauty model; both have faced regulatory and channel-mix challenges in the Chinese market.
Broad incumbents
- L'Oréal China: L'Oréal China operates Lancôme, Helena Rubinstein, Kiehl's, La Roche-Posay, and SkinCeuticals in China, with a strong premium anti-aging portfolio and active beauty-device category (L'Oréal Beauty Devices). Comparable premium anti-aging positioning, though distribution is retail rather than direct selling.
- Proya Cosmetics (珀莱雅): Proya is one of China's largest domestic beauty brands, with strong anti-aging and skincare lines sold through Tmall, Douyin and offline retail. Represents the rising digital-native Chinese beauty competition to NU SKIN's premium positioning.
- Amorepacific China: Amorepacific (Sulwhasoo, Laneige, Innisfree) is a major Korean beauty conglomerate with broad presence in China via retail and e-commerce. Overlaps in premium anti-aging skincare and beauty devices, but distributed through retail/e-commerce rather than direct selling.
Emerging players
- Philips Personal Care (China): Philips sells home beauty devices (facial cleansing brushes, microcurrent, LED) in China through retail channels. Directly competes with ageLOC LumiSpa iO and WellSpa iO in the smart beauty device category where NU SKIN is globally #1 per Euromonitor.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
NU SKIN Greater China social profiles
Digital presenceNU SKIN Greater China compliance and trust
Trust signalCompliance13 records
NU SKIN Greater China financial estimates
Financial estimateRevenue estimate
Valuation estimate
NU SKIN Greater China leadership team
Management profileNumber of profiles
Profiles1 record
NU SKIN Greater China subsidiaries and ownership
Company hierarchySubsidiaries1 record
NU SKIN Greater China funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NU SKIN Greater China 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 NU SKIN Greater China
What does NU SKIN Greater China do?
NU SKIN Greater China manufactures and direct-sells premium anti-aging personal care products, IoT-connected beauty devices, and nutritional supplements to consumers across mainland China, Hong Kong, and Taiwan. Its offering is anchored by the proprietary ageLOC technology platform, which spans smart cleansing, microcurrent, and personalized skincare devices paired with regimen-specific skincare and supplement lines. Products are sold through a registered direct-selling force and supplemented by proprietary e-commerce apps and physical experience outlets.
Is NU SKIN Greater China a public or private company?
NU SKIN Greater China is a public company. It is classified as public and is currently operating.
When was NU SKIN Greater China founded?
NU SKIN Greater China was founded in 2003. It employs 101 to 250 people.
Where is NU SKIN Greater China based?
NU SKIN Greater China is headquartered in Shanghai, Shanghai, China, in the Asia region.
How does NU SKIN Greater China make money?
Four revenue lines are on record. Direct Product Sales (B2C) is the primary driver. The others are direct Selling Commission (直销员报酬), E-commerce Platform (星享城/小程序) and physical Service Outlets / Retail Stores.
Who are NU SKIN Greater China's main competitors?
Direct peers on record are Mary Kay China, Herbalife China, Infinitus (无限极), Amway China, Perfect China (完美中国) and Avon China (雅芳). Broad incumbents are L'Oréal China, Proya Cosmetics (珀莱雅) and Amorepacific China. Philips Personal Care (China) is listed as an emerging player.
Does NU SKIN Greater China have an API?
No public API is recorded for NU SKIN Greater China.
What industry is NU SKIN Greater China in?
NU SKIN Greater China's product category is Direct-Selling Personal Care & Nutritional Supplements. Its primary akta.pro industry code is CRABAAAF, Dermocosmetics & Medical-Grade Skincare, with a secondary code of CRABAKAI, Skincare Devices (Cleansing Brushes, Microcurrent, LED, Dermaplaning). Its NAICS code is 45612 and its SIC code is 2844.