USANA Health Sciences, Inc. announced its financial results for the second quarter of 2025. Net sales were $236 million, representing an 11% growth year-over-year but a 5% decline sequentially. Net earnings reached $9.7 million, down from $10.4 million, while adjusted diluted EPS reached $0.74, compared to $0.54 during the same period in 2024. Adjusted EBITDA is now $30 million.
Active customers totaled 418,000, down from 468,000 in the same quarter of 2024. Asia Pacific was the company’s strongest market region with $163 million in net sales and 336,000 active customers, followed by Greater China ($113 million) and the Americas and Europe region ($39 million).
In Q2, Hiya, which now has 200,400 active monthly subscriptions, saw strong growth and improved profitability. Hiya’s recent partnership with Disney to launch Disney branded multivitamin packs has fueled this margin.
“We continue to execute our comprehensive commercial strategy for our direct sales business, which represents over two years of research, analysis, and planning,” said Jim Brown, USANA President and CEO. “During the quarter, we made several important announcements to advance this strategy, including preliminary communications about the enhanced incentive offering we are currently rolling out to our sales force, as well as our adoption of ‘Brand Partner’ as the terminology we will use to describe members of our direct sales business. We will make other important announcements to advance this strategy at our global convention in August (Salt Lake City, Utah), and throughout the third quarter, including the simplification of our direct sales model, additional enhanced sales incentives, improved personalized business support for our Brand Partners, refreshed USANA brand messaging, and several new and enhanced health products. The continued roll-out of this commercial strategy is intended to provide our Brand Partners with a more compelling opportunity to drive sustainable sales and active customer growth.”
The company stated that it generated $13 million in operating cash flow during the quarter, resulting in $151 million in cash and cash equivalents with no debt. Fiscal 2025 outlook includes consolidated net sales between $920 million and $1 billion with an adjusted EBITDA between $107 million and $123 million.
