Nature's Sunshine Targets $1B Sales, 15% EBITDA Margin in Growth Push

Nature’s Sunshine is targeting $1 billion in sales and a 15% EBITDA margin, up from $480 million in 2025 sales and a 10% margin. The company has nearly $100 million in cash and no debt. Growth plans center on deeper penetration in existing markets, expansion into Germany and another Asian country, increased digital and retail distribution, and new products focused on digestive health, women’s health and GLP-1 treatment support. The company is evaluating $75 million–$125 million bolt-on acquisitions, especially in direct-to-consumer and retail businesses, with potential manufacturing and overhead synergies expected to add 1–2 percentage points to EBITDA margins.

Nature's Sunshine Products NASDAQ: NATR outlined a strategy to double sales to $1 billion and expand EBITDA margins to 15%, with Chief Executive Officer Ken Romanzi pointing to geographic expansion, digital and retail channel development, marketing initiatives and acquisitions as the company’s primary growth drivers. Speaking at a Canaccord consumer conference, Romanzi said the natural health and wellness company generated $480 million in sales in 2025 and reported a 10% EBITDA margin. He said the company has nearly $100 million in cash and no debt.

The company, founded in Provo, Utah, in 1972 by Gene and Kristine Hughes, markets nutritional supplements through tens of thousands of independent consultants in more than 40 countries. Nature's Sunshine sells its namesake brand in the Americas, Central and Eastern Europe, Russia, Ukraine, the Baltic States and China. Its Synergy WorldWide brand is sold across much of Asia and Western Europe, with a smaller U.S. presence. Romanzi said the company manufactures more than 90% of its products internally and maintains certifications including Australia’s Therapeutic Goods Administration standards. The company produces products for China in China and supplies other global markets from its Utah manufacturing facility. Nature’s Sunshine’s leadership team has also been expanded, Romanzi said. The company recently announced that Ruth Perkins will join as chief financial officer on Sept. 1. Perkins previously held finance leadership roles at Ford, Estée Lauder and PepsiCo, according to Romanzi.

Romanzi said the company sees opportunities to expand in countries where it already operates. In Japan, where Nature’s Sunshine generates approximately $45 million in annual sales, the business has historically been concentrated in Tokyo. The company recently opened an office in Fukuoka and plans to enter additional Japanese cities in coming years, he said. Similar opportunities exist in South Korea, where the company is concentrated in Seoul, and in China, where its operations are centered in Shanghai and Shenzhen, Romanzi said. The company entered Germany earlier this year, targeting what Romanzi described as Europe’s largest supplement market and direct-selling market. Nature’s Sunshine also plans to enter an unnamed Asian country next year, pending government approvals. In the U.S., Romanzi said the company plans to treat Synergy as a new-market opportunity. Synergy currently has less than $10 million in U.S. revenue, but he said management believes the brand has significant potential.