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Nu Skin Enterprises turned 25 this year, and the landmark company is as good as Nu. With more than $1 billion in sales, 8,000-plus employees and a presence in 48 worldwide markets, Nu Skin, a direct sales company that sells skin and beauty products, is stronger than ever. And according to founder Blake Roney, it’s all good. “Our company has been successful because our goal in life is to do good for others. It’s that simple.” And that’s the beauty of it. The Nu Skin Force For Good Foundation has been fueled with thousands of hours, millions of dollars and a whole lot of heart — and in turn, the company has become one the most successful of its kind.

We love being located in Utah Valley. It’s a beautiful place. Those mountains! I get to see them through visitors’ eyes, and our mountains blow them away. But even more than that, there are better people in this valley. There are people who value honesty, goodness and a strong work ethic.

A key aspect to maintaining employee morale is the opportunity we give them to be a part of something bigger than themselves. We started the Nu Skin Force for Good Foundation and Nourish the Children initiative to provide opportunities for employees and distributors to make a difference. And so far, the generosity has translated into more than 146 million meals for malnourished children all over the world.

Because of this, Nu Skin employees are a little more altruistic than your average employee — and this is not business spiel. They tend to be people who want to do more than just earn a living; they want to do good with their life.

*** Video by Issimo Productions.

We hold onto our employees 35 percent longer than the national average, and it’s because people go to bed at night and think, “I was a good guy today.” That’s fueled our growth.

Our company has been successful because our goal in life is to do good for others. It’s that simple. We won’t sell our products unless they improve people’s lives. Our compensation plan for distributors is designed to improve their lives. And ultimately, they end up giving back along the way. We trick them into bettering other people’s lives.

There can be a lot of pressure that comes with being one of Utah Valley’s largest employers. There are a lot more people who want to work here than you can take on, and we also tend to be the first on the list when people are looking to raise funds. It’s hard because we want to contribute to the community, but we can’t always do everything that’s asked of us.

When you’re such a large part of the community, you can become a target. Other companies have paid a lot of money to steal away important employees, and they’re staffed at the management level with people who used to work here — and that’s a good thing. We’re happy to see those people moving ahead and sharing those same philosophies of giving back to humanity. It’s great — we’ve tricked other companies into bettering people’s lives, too.

There are pros and cons to being a public company. In direct sales, a lot of companies fib in order to sound bigger than they are. So being a public company assures we are being honest with our earnings. It gives us a little more credibility in an industry a lot of people are wary of.

On the flip side, being public can be harmful. On a day when the stock goes down, there can be a feeling among distributors that things aren’t good — even if it has zero to do with the day-to-day business. We’ll have distributors call up and say, “Why is the stock down?” And we’ll say, “The same reason it went up last week — we don’t know!” (laughs)

Naively, we thought Nu Skin could be what it is today. That was ridiculous for us to think. When the company was 10 years old, I found a paper full of long-term goals I’d written before our first product came out. And the list matched up! But I didn’t consider myself a visionary. I thought, “What a naive guy I was that I thought we could do this!” We’ve worked hard, but magical stars have lined up along the way.

We’re determined to be the most successful direct sales company on the planet. And if we’re paying more money to our distributors, and if we’re doing more good for humanity, we will be. We’re already on our way.

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