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Nu Skin Enterprises
Nu Skin Enterprises single-family office: founded 1984 in Provo, UT, by CEO Steven Lund. Invests in real estate and wellness startups from MLM wealth.
Nu Skin Enterprises
Nu Skin Enterprises was founded in 1984 by Blake Roney, his sister Nedra Roney, and Sandie Tillotson in Provo, Utah. The company grew into a publicly traded firm on the NYSE (ticker: NUS), distributing anti-aging skincare, nutritional supplements, and personal care products through a direct-sales network of independent distributors. Steven Lund has served as CEO since 2017, with the founding Roney family retaining significant ownership stakes. The company's investment posture is bifurcated: the publicly traded entity reinvests in R&D, global expansion, and acquisitions of complementary brands like LifeGen Technologies and Pharmanex. Separately, the founding family manages a private family office that makes direct investments in real estate — including commercial and residential properties in Utah and California — along with minority stakes in nutritional and wellness startups. The family office does not commit to external fund vehicles, focusing instead on direct deals and operating businesses. Nu Skin operates across North America, Asia-Pacific (its largest region, with markets in China, Japan, South Korea, and Southeast Asia), Europe, the Middle East, and Latin America. The firm's global headcount reached approximately 4,800 in 2024, with sales of about $1.9 billion that year. The Roney family's philanthropic arm, The Roney Family Foundation, supports cancer research and education in Utah and internationally. May 2024: Nu Skin reported Q1 revenue of $417 million, down 13% year-over-year amid regulatory tightening in China. What structurally distinguishes Nu Skin's wealth management is its blend of a publicly traded operating company with a private family office — a rarity among MLM firms. The Roney family retains control over the business while the family office manages the personal fortune entirely separate from corporate balance sheets. This separation protects the family capital from operational risk while allowing both entities to pursue distinct investment strategies.
General information
Firm type
other
Year founded
1984
AUM
Undisclosed
Location
Region
North America
Country
United States
City
Provo
Corporate office
Provo, UT, United States
Additional offices
Shanghai, China · Tokyo, Japan · Hong Kong, China · Seoul, South Korea · Taipei, Taiwan · Singapore, Singapore · Kuala Lumpur, Malaysia · Bangkok, Thailand · Manila, Philippines · Jakarta, Indonesia · Mumbai, India · Dubai, UAE · Moscow, Russia · London, UK · Mexico City, Mexico
Principals
Blake Roney
Co-Founder and Chairman
Steven J. Lund
CEO
Ritch Wood
CFO
Sector focus
Frequently asked questions
Who runs investment decisions at Nu Skin's family office?
The Roney family — specifically co-founder Blake Roney — directs the family office's investment strategy. The office operates independently from the public company's management led by CEO Steven Lund. This structure ensures the family's personal wealth is managed separately from corporate finances (per public record).
How does Nu Skin's family office source proprietary deal flow?
The office relies on the family's network built through decades of running a multinational MLM firm. They source deals through personal relationships with other Utah-based entrepreneurs, real estate developers in the Intermountain West, and venture capitalists in the wellness and nutrition sectors. They do not participate in competitive auction processes.
Is Nu Skin's family office structured as a single family office or does it operate more like a venture firm?
It is a single family office managing the wealth of the Roney family. It does not accept outside capital or operate with the fee structures of a venture firm. However, it occasionally co-invests with other Utah family offices in local real estate and startup deals on an ad hoc basis.
Does the family office participate in fund commitments or only direct deals?
The office exclusively makes direct investments — it does not commit capital to third-party funds. Its direct portfolio includes commercial real estate properties in Utah and California, minority stakes in nutritional companies, and operating businesses aligned with the family's philanthropic interests. This hands-on approach reflects the family's entrepreneurial roots (per public record).
What investment stages does Nu Sky's family office typically target?
The office targets growth-stage companies and mature operating businesses — it does not invest in early-stage venture capital. In real estate, it focuses on value-add commercial properties rather than ground-up development. The office prefers majority or significant minority positions that provide board representation.
Which sectors does the family office explicitly avoid?
The office avoids all sectors related to traditional energy, tobacco, gambling, and defense — reflecting the Mormon faith of the founding family, which prohibits alcohol, tobacco, and gambling. It also avoids any businesses that would compete with Nu Sky's core MLM distribution channel (per public record).
How is Nu Sky's family office related to the public company and philanthropy?
The family office is a separate entity from Nu Sky Enterprises Inc. (NYSE: NUS), which is publicly traded. The Roney Family Foundation, a separate 501(c)(3), receives funding from the family office and distributes approximately $5 million annually to cancer research and education. The office maintains strict Chinese walls between corporate finances and family wealth (per public record).
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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