Nu Skin Reports Mixed 2025 Results Amid Strategic Pivot
Event summary
- Nu Skin reported Q4 2025 revenue of $370.3M, down 16.9% YoY (10.4% excluding Mavely revenue).
- Full-year 2025 revenue declined 14.3% to $1.49B, but EPS grew 50% to $3.18.
- Customer base shrank 10% YoY to 748,796, with paid affiliates down 11% to 129,311.
- Company launched Prysm iO wellness devices, with 20,000 units distributed to sales leaders.
- Guidance for 2026 projects revenue decline of 9% to 1%, with EPS between $0.80 and $1.20.
The big picture
Nu Skin's 2025 results reflect the challenges of its strategic transformation from traditional direct selling to an intelligent beauty and wellness platform. The company is betting on Prysm iO and international expansion to reverse revenue declines, while maintaining cost discipline. The direct selling industry faces regulatory scrutiny and shifting consumer behaviors, making Nu Skin's pivot both necessary and high-risk.
What we're watching
- Product Adoption
- Whether Prysm iO can drive subscription growth and customer lifetime value.
- Market Expansion
- The pace at which India market entry will contribute to revenue recovery.
- Cost Management
- How sustained margin improvements will offset continued top-line pressures.
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