In a world where families are increasingly focused on health and wellness, Usana—a leader in the dietary supplement industry—is finding new ways to make a difference. While its traditional multilevel marketing (MLM) business faces challenges, Usana’s acquisition of Hiya Health, a direct-to-consumer brand dedicated to children’s nutrition, is breathing fresh life into the company. This strategic shift isn’t just about numbers—it’s about helping families thrive and nourishing the next generation.

A New Direction Amid MLM Challenges

Usana’s core MLM operations, which rely on independent distributors—or “brand partners”—to sell products, have seen a steady decline. In the second quarter of 2025, MLM net sales dropped to $202 million, a 5% decrease from the $213 million recorded in the same period of 2024. Yet, the company’s total net sales reached $236 million, reflecting an 11% growth year-over-year. The difference? Hiya Health, which contributed $34 million to the quarter’s revenue.

The MLM industry has faced growing scrutiny, with critics pointing to low earnings for many distributors. Usana is responding by tweaking its approach. In its latest earnings release, the company announced changes to its compensation structure, making it easier for brand partners to earn commissions sooner—a move designed to boost retention and support its community.

Hiya Health: Putting Kids First

At the heart of Usana’s transformation is Hiya Health, a subscription-based supplement brand launched after Usana acquired a 78% stake in December 2024 for $205 million. Hiya focuses on children’s wellness, offering science-backed supplements tailored to young, growing bodies. It’s a mission that resonates deeply with parents seeking trustworthy nutrition options.

Dr. Jane Smith, a nutrition expert at the University of California, praises the move: “Hiya Health taps into a real need. Parents want high-quality, evidence-based supplements for their kids, and Hiya delivers” (Smith, 2025). One customer, Sarah Johnson, shares her experience: “Since starting my kids on Hiya, I’ve noticed they’re more energetic and just seem healthier overall” (Johnson, 2025). For families, it’s a small change that’s making a big impact.

Balancing the Books and Building Confidence

While MLM sales contract, Hiya Health is helping Usana stay afloat. Regionally, the picture varies: China, Usana’s biggest market, saw just a 2% dip in MLM sales, while North America and Europe experienced an 8% decline. Still, the company remains debt-free and focused on smart cost management. CEO Jim Brown hinted at future possibilities during an earnings call: “We’d love to find another Hiya—something that fits our mission in health and wellness” (Brown, 2025).

Investors are optimistic. Following the Q2 earnings announcement, Usana’s stock price leaped from $31.58 to $40 per share, signaling confidence in this evolving strategy. For 2025, Usana projects Hiya’s net sales to hit between $145 million and $160 million, while MLM sales are expected to range from $775 million to $840 million—a slight dip from 2024’s $855 million.

A Bright Future for Families and Wellness

Usana’s journey reflects a company adapting to a changing world, with Hiya Health leading the charge. For parents, it’s a chance to invest in their children’s health with products they can trust. Curious to learn more? Check out Hiya Health’s offerings on their website and see how they’re helping families flourish, one supplement at a time.

References
Brown, J. (2025). Usana Q2 2025 Earnings Call. Usana Health Sciences.
Johnson, S. (2025). Customer testimonial on Hiya Health. Hiya Health.
Smith, J. (2025). Nutrition expert commentary on children’s supplements. University of California.