What does USANA do? An In-Depth Look at Its Products and Business

November 23, 2025 •

4 min read

Founded in 1992 by scientist Dr. Myron Wentz, USANA is a multi-level marketing company that develops, manufactures, and distributes a wide range of nutritional supplements, foods, and personal care products globally. Understanding what does USANA do requires examining its dual role as a science-focused product developer and a direct-selling enterprise, a model that has both enthusiasts and critics.

Quick Summary

USANA is a multi-level marketing company that creates and sells science-based nutritional supplements, weight management foods, and skincare products via independent distributors and direct-to-consumer channels.

Key Points

Product Range: USANA sells nutritional supplements (CellSentials, Optimizers), weight management products, and Celavive skincare through a direct-selling model.
Business Model: It is a multi-level marketing (MLM) company where independent distributors, or Brand Partners, earn commissions from sales and recruiting.
Quality and Science: USANA emphasizes its science-based formulations, proprietary InCelligence Technology, and adherence to pharmaceutical-grade manufacturing standards.
Controversy: The company's MLM structure has attracted criticism regarding its practices, legality, and the low profitability for most distributors.
Brand Partners vs. Customers: USANA's sales are generated by both Brand Partners, who also build a business, and Preferred Customers, who purchase for personal use only.
Athletic Sponsorships: Through its 'Team USANA' program, the company sponsors elite athletes, providing a guarantee that its products are free of banned substances.
Philanthropic Efforts: The USANA Foundation is dedicated to combating global hunger through meal provisions and sustainable solutions like the Garden Tower program.

USANA’s Product Lines: A Focus on Cellular Health

USANA's product portfolio is built on the concept of providing optimal cellular nutrition, a philosophy championed by its founder. The company divides its offerings into three primary categories:

USANA Nutritionals: This core line includes the flagship CellSentials, a multivitamin/multimineral supplement designed to provide foundational nutritional support for overall health. Other products, known as Optimizers, target specific health concerns, such as cardiovascular, skeletal, or digestive health.
Active Nutrition: This category includes low-glycemic meal replacement shakes (like Nutrimeal), snack bars, and energy drinks designed for weight management and sustained energy. In 2023, the Revolve line was introduced, which focuses on supporting the body's natural circadian rhythm with daily nutrition packs and fizzy energy drinks.
Celavive Skincare: Formulated with USANA's proprietary InCelligence Technology, the Celavive line offers a comprehensive system of skincare products. These products include cleansers, serums, and cremes that claim to work with the body's natural processes for more resilient, youthful-looking skin.

Scientific Foundation and Manufacturing Standards

USANA emphasizes its commitment to scientific research and quality control. The company employs a team of scientists and claims to voluntarily follow the more stringent Good Manufacturing Practices (GMP) for pharmaceuticals, exceeding the requirements for dietary supplements. This in-house manufacturing process is a point of distinction, aimed at ensuring the quality, purity, and potency of its products from concept to delivery.

The Direct-Selling Business Model

USANA's products are primarily sold through a multi-level marketing (MLM) system, where non-employee distributors, known as Brand Partners (formerly Associates), earn commissions. This model operates on two tiers:

Retail Sales and Recruiting: Brand Partners sell products to customers and earn a profit margin. A significant portion of the business involves recruiting new distributors to build a sales organization.
Compensation Plan: USANA utilizes a binary compensation plan, which awards weekly commissions based on total group sales volume generated by a Brand Partner and their downline. The plan was updated in 2025 to include new sales and milestone bonuses.

Controversy and Ethical Concerns

The company's MLM model and associated marketing tactics have led to significant controversy over the years. Critics have raised concerns about deceptive earnings claims and unsubstantiated health claims, issues that have been investigated by watchdog organizations like TINA.org. Income disclosure statements reveal that the vast majority of distributors earn very little, with a small percentage at the top earning the highest commissions.

Social Impact and Sponsorships

Beyond its commercial activities, USANA also engages in charitable work and athlete endorsements.

The USANA Foundation: Established in 2012, this charitable organization focuses on combating childhood hunger globally. It provides meals and implements long-term food solutions like the Garden Tower program, which enables communities to grow their own sustainable food sources.
Team USANA: The company sponsors numerous elite and Olympic athletes worldwide. Through the Athlete Guarantee Program, USANA provides confidence to these athletes that its products are pure and free of any banned substances.

USANA Product Comparison

To understand where USANA fits in the health and wellness market, it can be useful to compare its approach to that of traditional retail supplements.


Feature	USANA	Traditional Retail Brands (e.g., store brands)
Distribution	Multi-level marketing (MLM) via Brand Partners and direct online sales.	Sold through physical stores (grocery, pharmacy) and general e-commerce platforms.
Pricing	Often higher due to the MLM structure, with a percentage going to upline distributors.	Generally lower and more competitive, with direct-to-consumer pricing.
Quality Control	Claims to follow pharmaceutical-grade GMPs and conducts in-house testing.	Varies widely by brand; most adhere to basic dietary supplement GMPs.
Product Features	Features proprietary technologies like InCelligence for cellular communication.	Typically standard formulations based on common research.
Customer Support	Provided by independent Brand Partners, quality can vary.	Centralized customer service, consistent quality.

Conclusion: Evaluating What USANA Does

In summary, what does USANA do? It operates as a public multi-level marketing company that researches, develops, and manufactures a diverse portfolio of health and wellness products, including nutritional supplements, weight-management foods, and advanced skincare. The company differentiates itself through its scientific emphasis on cellular health and its self-imposed high manufacturing standards. At the same time, its business model, which relies on a network of independent distributors, has drawn significant criticism and controversy regarding earning potential and marketing claims. For consumers, USANA represents a premium, direct-to-consumer option, while potential Brand Partners must weigh the company's scientific claims against the realities of a direct-selling opportunity.

For more information on USANA's manufacturing standards, refer to their Ask The Scientists resource Ask The Scientists.

A Look at USANA's Main Product Lines

Nutritional Supplements: The core of USANA's offerings, including the foundational CellSentials multivitamin and Optimizers targeted for specific needs like cardiovascular or bone health.
Active Nutrition: A line focused on weight management and sustained energy, with products such as meal replacement shakes and protein bars. This category also includes the Revolve energy and wellness products.
Celavive Skincare: A comprehensive range of personal care products featuring the company's proprietary InCelligence Technology, which supports the skin's natural renewal process.

A Brief Overview of USANA's History

USANA Health Sciences was founded in 1992, with its first products launched later that year. Over its history, the company has expanded its product offerings and global reach, now operating in 25 countries. Significant events include the acquisition of its Chinese operating entity, BabyCare, and the continuous evolution of its compensation plan and product lines to remain competitive.

The USANA Foundation: Giving Back

Since 2012, the USANA Foundation has been a key component of the company's social responsibility initiatives. The Foundation focuses on two main areas: immediate hunger relief through meal provision and long-term food security via sustainable solutions like the Garden Tower program. This work aligns with USANA's broader sustainability goals, which also encompass efforts to reduce environmental impact.

Frequently Asked Questions

USANA operates as a legal multi-level marketing (MLM) company, not a pyramid scheme, as its compensation is tied to product sales, not just recruitment. However, it has faced public criticism and controversy regarding its practices and the fact that a large percentage of distributors earn very little profit.

USANA sells a variety of health and wellness products, including nutritional supplements like multivitamins (CellSentials) and targeted optimizers, active nutrition foods (shakes and bars), and the Celavive line of skincare.

Individuals, known as Brand Partners, earn money with USANA through a binary compensation plan. They can profit from retail sales, weekly commissions based on their own and their team's sales volume, and various bonuses for growth and leadership.

While USANA voluntarily follows the more stringent pharmaceutical GMP (Good Manufacturing Practices) guidelines in its manufacturing, its nutritional supplements are not classified as pharmaceutical drugs by regulatory bodies like the FDA. They are, however, held to a high internal standard of quality.

The majority of USANA's nutritional products are manufactured in-house at its state-of-the-art facility in Salt Lake City, Utah. This allows the company to maintain a high level of quality control throughout the production process.

The Athlete Guarantee Program is an offering for select sponsored athletes, promising that USANA will compensate them up to $1 million if they test positive for a banned substance as a result of using a USANA product. This gives athletes confidence in the products' purity.

The USANA Foundation is the company's charitable arm, founded in 2012, that focuses on fighting hunger and malnutrition globally. It provides emergency food relief and promotes long-term food solutions like community Garden Towers.