Who owns Hiya?
Hiya is owned by USANA (the United States, NYSE: USNA), which has owned the brand since 2024.[1]
USANA owns 78.85% of Hiya rather than all of it.
Evidence: USANA Health Sciences, Inc. Annual Report on Form 10-K filed 2026-03-16, SEC EDGAR, 16 March 2026. Verified from filings; last checked .
Key facts
- Current owner
- USANA Health Sciences, Inc. (78.85% stake) verified
- Owned since
- Owner HQ
- 🇺🇸 United States, Salt Lake City
- Origin
- 🇺🇸 United States
- Category
- Food › Nutrition & supplements › Vitamins & supplements
- Parent ticker
- NYSE: USNA
- Last verified
- · 1 sources
About Hiya
Hiya is a direct-to-consumer children's health and wellness brand run by Hiya Health Products, LLC. USANA says it acquired a 78.85% ownership interest in December 2024. According to the 10-K, Hiya's products include kids' multivitamins, probiotics, greens and superfoods, bedtime essentials, iron, immune support and hydration products. USANA does not own all of it, so the page records the stake rather than full ownership.
What USANA's annual report says about Hiya
Sentences about Hiya from USANA's latest annual filing[1], copied word for word.
In December 2024, we acquired a 78.85% ownership interest in Hiya Health Products, LLC ("Hiya"), a leading direct-to-consumer provider of high-quality children's health and wellness products (the "Hiya Acquisition").
We believe that the addition of Hiya to our business promotes our vision and adds a diversified layer of growth in the direct-to-consumer channel.
Our Business We organize our business into two reportable segments: Core nutritional and Hiya direct-to-consumer.
How often USANA names Hiya in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named more often than it was three years earlier.
Ownership timeline of Hiya
Where Hiya sits in USANA
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full USANA ownership tree →
See the full USANA brand portfolio (3) →
Other brands owned by USANA
USANA controls 3 brands on Brandtree, 3 of them in food.
Also in food
Other brands in vitamins & supplements, and who owns them
The 44 brands in vitamins & supplements on Brandtree belong to 29 owners. The largest is Krka, with 5; USANA has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| Bilobil | Krka | 🇸🇮 Slovenia |
| Berocca | Bayer | 🇩🇪 Germany |
| AXIO | LifeVantage | 🇺🇸 United States |
| Ambrotose | Mannatech | 🇺🇸 United States |
| Abecedin | Birzeit Pharmaceutical | 🇵🇸 Palestine |
| Nature's Sunshine Products | Nature's Sunshine | 🇺🇸 United States |
| Beauty Focus | Nu Skin | 🇺🇸 United States |
| Maxmedix | Zydus Wellness | 🇮🇳 India |
About the owner: USANA
USANA is a publicly listed company headquartered in Salt Lake City, United States, founded in 1992. Brandtree records 3 brands under its control, and it is listed as NYSE: USNA.
USANA Health Sciences is a Utah direct-selling company, founded in 1992 by Myron W. Wentz, that sells nutritional supplements, meal replacements and skincare through independent members. Its 10-K for the year ended 3 January 2026 reports that it bought Rise Bar Wellness and Oola Global in 2022 and, in December 2024, a 78.85% interest in Hiya Health Products. Its China business is run through BabyCare Holdings, a subsidiary that is not a separate consumer brand here. Oola, a personal-development and nutritional direct-selling business, is left out as it fits no category.
🇺🇸 Hiya and other American brands
Brandtree records a controlling owner for 2,399 brands that began in the United States. 461 of them (19%) are now controlled by a company headquartered in another country; Hiya is not one of them.
Frequently asked questions
Who is the parent company of Hiya?
The parent company of Hiya is USANA, a publicly listed company headquartered in the United States.
Is Hiya American?
Yes. Hiya originated in the United States and its owner, USANA, is also headquartered in the United States.
Since when has USANA owned Hiya?
USANA has owned Hiya since 2024.
Is Hiya still owned by USANA?
Yes. As of 11 October 2026, Hiya is still owned by USANA (78.85% stake). The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] USANA Health Sciences, Inc. Annual Report on Form 10-K filed 2026-03-16 — SEC EDGAR, SEC Form 10-K, published 16 March 2026; retrieved 3 October 2026.
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