NU SKIN Greater China

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

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

• Direct selling beauty
• Anti-aging skincare
• Nutritional supplements
• Beauty devices
• Personal care products

Headquarters

HQ city

Shanghai, Shanghai

HQ country

China

HQ region

Asia

Offices16 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

AI capability7 records

Feature5 records

Partnerships

14 partnerships are on record, tiered core, flagship and minor.

• 阿里巴巴 (Alibaba Cloud OSS, 阿里云实人认证)coreTechnology or IntegrationAlibaba 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)coreTechnology or IntegrationWeChat 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)coreTechnology or IntegrationJD 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)coreTechnology or IntegrationSF Express provides delivery services for product fulfillment. Order and contact information shared for logistics purposes.
• 支付宝 (Alipay)coreTechnology or IntegrationAlipay SDK integrated into 星享城 app for payment processing. Shares order number and transaction amount for payment processing.
• Discovery探索频道flagshipStrategic or Co-development PartnerIn 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)coreChannel Partner/ Reseller/ DistributorGuangdong 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)coreTechnology or IntegrationNU 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)coreTechnology or IntegrationAWS 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)coreOthersPwC 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)flagshipStrategic or Co-development PartnerNU 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)flagshipStrategic or Co-development PartnerNU 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)flagshipStrategic or Co-development PartnerEstablished '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)minorStrategic or Co-development PartnerNU 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

Direct 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

• LinkedInlinkedin.com/company/%E5%A6%82%E6%96%B0%E5%A4%A7%E4%B8%AD%E5%8D%8E-nu-skin-greater-china

Compliance13 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 NU SKIN Greater China