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FORM10-K ☑ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 or ☐TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the transition period from ________ to ________ Commission file number:001-12421 NU SKIN ENTERPRISES, INC. (Exact name of registrant as specified in its charter) Delaware(State or other jurisdiction of incorporation or (IRS Employer Identification No.) organization) 75 West Center StreetProvo,Utah84601(Address of principal executive offices, including zip code) Registrant’s telephone number, including area code:(801)345-1000 Securities registered pursuant to Section 12(b) of the Act: Title of each classTrading Symbol(s)Name of each exchange on which registeredClass A Common Stock, $.001 par valueNUSNew York Stock Exchange Securities registered pursuant to Section 12(g) of the Act:None Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities Act.Yes☐No☑ Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or Section 15(d) of the Act.Yes☐No☑ Indicate by check mark whether the Registrant: (1) has filed all reports required to be filed by Section 13 or 15(d) of the SecuritiesExchange Act of 1934 during the preceding 12 months (or for such shorter period that the Registrant was required to file such reports),and (2) has been subject to such filing requirements for the past 90 days.Yes☑No☐ Indicate by check mark whether the registrant has submitted electronically every Interactive Data File required to be submittedpursuant to Rule 405 of Regulation S-T (§ 232.405 of this chapter) during the preceding 12 months (or for such shorter period that theregistrant was required to submit such files).Yes☑No☐ Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer, a smallerreporting company, or an emerging growth company. See the definitions of “large accelerated filer,” “accelerated filer,” “smallerreporting company,” and “emerging growth company” in Rule 12b-2 of the Exchange Act. Accelerated filer☑Smaller reporting company☐Emerging growth company☐ Large accelerated filer☐Non-accelerated filer☐ If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period forcomplying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act.☐ Indicate by check mark whether the registrant has filed a report on and attestation to its management’s assessment of the effectivenessof its internal control over financial reporting under Section 404(b) of the Sarbanes-Oxley Act (15 U.S.C. 7262(b)) by the registeredpublic accounting firm that prepared or issued its audit report.☑ If securities are registered pursuant to Section 12(b) of the Act, indicate by check mark whether the financial statements of theregistrant included in the filing reflect the correction of an error to previously issued financial statements.☐ Indicate by check mark whether any of those error corrections are restatements that required a recovery analysis of incentive-basedcompensation received by any of the registrant’s executive officers during the relevant recovery period pursuant to §240.10D-1(b).☐ Indicate by check mark whether the Registrant is a shell company (as defined in Rule 12b-2 of the Act).Yes☐No☑ Based on the closing sales price of the Class A common stock on the New York Stock Exchange on June 28, 2024, the last businessday of the Registrant’s second fiscal quarter, the aggregate market value of the voting stock held by non-affiliates of the Registrant wasapproximately $518million. All executive officers and directors of the Registrant, and all stockholders holding more than 10% of theRegistrant’s outstanding voting stock (other than institutional investors, such as registered investment companies, eligible to filebeneficial ownership reports on Schedule 13G), have been deemed, solely for the purpose of the foregoing calculation, to be“affiliates” of the Registrant. As of January 31, 2025,49,722,779shares of the Registrant’s Class A common stock, $.001 par value per share, and no shares of theRegistrant’s Class B common stock, $.001 par value per share, were outstanding. Documents incorporated by reference. Portions of the Registrant’s Definitive Proxy Statement for the Registrant’s 2025 AnnualMeeting of Stockholders are incorporated by reference in Part III of this report. The Definitive Proxy Statement or an amendment tothis Form 10-K will be filed with the Securities and Exchange Commission within 120 days after the Registrant’s fiscal year end. TABLE OF CONTENTS Table of Contents FORWARD-LOOKING STATEMENTS THIS ANNUAL REPORT ON FORM 10-K, IN PARTICULAR “ITEM 1. BUSINESS” AND “ITEM 7. MANAGEMENT’S DISCUSSIONANDANALYSIS OF FINANCIAL CONDITION AND RESULTS OF