An Interview with Sunny Beutler, JD, Chief Executive Officer of Sunrider® International
Sunny Beutler
Founded in 1982, Sunrider® is a family-owned company with a global presence. As the Original Herbal Wellness Company, it combines ancient Eastern herbal traditions with modern Western science. Driven by a passion for wellness, Sunrider® formulates exceptional plant-based products designed to support health, beauty, and household needs.
Early Life & Education
Where did you go to school, and how did your education influence your leadership philosophy? I went to school in Palos Verdes and then to college and law school at Brigham Young University in Utah. The school's purpose is to educate leaders who will go out into the world and serve. And I see that largely in my purpose as well.
Growing up, were you aware of the scale and impact of your family’s company? What was that like for you? I did see that we impacted a lot of people. We grew up going to meetings and events with my parents. All school breaks had meetings or events involved and we got to know our distributors and customers very well. It gave me a sense of responsibility knowing that I'm the future if I worked for Sunrider I'd have to make sure all of these people are taken care of as well with the highest quality products and also our business compensation as well.
Were there moments in your childhood when you realized you might be expected to join—or even lead—the family business? Yes, my parents made it known at a young age that they wanted all 5 of us to join the business some day. I expected we would all take on some kind of leadership role but I didn't know I would become CEO since I'm not the oldest child.
If you weren’t running the family business today, what career path do you think you’d have pursued? I trained as a lawyer and keep up my certification so I maybe would have pursued law further, but I always enjoyed event planning and cultural affairs as well, working with different governments and creating cultural awareness and alliances.
Did your parents encourage you to explore life outside the company before committing to it? My parents encouraged us to study what we wanted and to pursue careers if we wanted to outside of Sunrider. But they always wanted us to come back to Sunrider some day.
Chen Family
Leadership & Family Collaboration
You’re one of five siblings, all involved in the company—what are the different roles each of you play? Currently we are all in the board of directors, and my brother Eric also works full time for the company as our Chief Manufacturing Officer. My brother Reuben is a medical doctor and works for us a couple days a week as the Chief Medical Advisor. At one point maybe 7 years ago we were all working full time but then when we transitioned to second generation leadership, our roles all shifted as well with those who had other interests joining solely as board members.
How do you manage decisions when there are differing opinions among family members? We talk things through. I try to have very regular weekly conversations with everyone to keep them updated on the business and to ask questions as well. Disagreements happen but are usually the exception if communication is good.
What has surprised you the most about leading a company where your colleagues are also your siblings? Growing up I was always called Little Mommy to my brothers, so leading them in the company has not changed our dynamic very much. I find I still need their opinions and counsel regularly so we work well together, always trying to keep family and business separate.
What do you think are the unique advantages—and challenges—of working in a family-run business? It's easier to ask direct and blunt questions to my family without worry about offending them. That's a very good advantage for us. We may get upset but we always forgive each other quickly as well.
Was there ever any healthy sibling competition about who might one day become CEO? No, not really. We all have different interests and we all wanted to make sure that we are each doing what we want and what is best for the company. Someday I may not be the best choice for the CEO role and I understand that as well.
Dr. ?Chen
Your Role as CEO
What’s your favorite aspect of your job? What energizes you every day? I enjoy traveling and seeing our different sales leaders and customers around the world. I also enjoy solving problems and creating products that are solutions to problems.
What was the most difficult transition in stepping into the CEO role—especially at a young age? Making sure that I felt confident in my decisions and that others saw me as qualified to be CEO. Surrounding myself with knowledgeable people helped a lot.
What kind of leader are you? How do you hope your team would describe your leadership style? I try to listen and think before acting. I want there to be a well thought out reason for each action. So I hope my team sees me as compassionate but also decisive. Someone who listens and values feedback before coming to a decision. And someone who isn't afraid of change for the better.
Do you ever feel pressure to honor your parents’ legacy while also making your own mark? How do you balance the two? Always because this is their company. I worked with them for 15 years before becoming CEO so I understand their visions well. And I try to always have their living legacy apparent in everything we do. Vision has not really changed for us, but the methods, tools, and ways we share and do this business have changed. I always try to explain things to my parents and get their feedback as well.
How do you prioritize innovation without compromising the core values that built the company? Our products are the core of our business, and my father crafted each core product himself. They're very unique and effective. So we always try to focus on our core products and core values when making decisions and looking toward innovations. It's always looking back to the products and values when making decisions.
Vision, Innovation & Technology
What new technologies is your company currently pursuing or experimenting with? We have been pushing generative AI customer facing technology to enable better customer question and shopping experience and enhanced business management for our sales leaders. This goes hand in hand with our new Sunrider connect mobile app.
How is artificial intelligence changing the way your company operates, both internally and externally? We use it to help with brainstorming, reporting, shopping, customized experiences, and we are looking for more areas to really push AI.
Are there any innovations or startup partnerships that you’re particularly excited about right now? We're excited to be working with professional Pickle ball players Calli Jo Smith and Collin Schick. Pickle ball is a great sport for all ages and abilities, and so many people I know are involved in this booming sport, so we're very excited to support these pro players who love our products, and to be able to support our special needs community by sponsoring the City of Torrance's Adaptive Recreational Pickleball Team.
What trends do you think are reshaping your industry—and how are you staying ahead of them? Many people are now shopping online or at least getting ideas for shopping online. Online networking and social media influence is on the rise and continues to grow in strength as we are increasingly shopping via social media (Instagram shop, Tik Tok shop, etc.). So we are really pushing ahead of our peers in our AI and social media programs to engage users online. While we look to social media to spread the word, we are also cognizant that in-person interactions are so crucial to social selling, so many of our meetings and events are still in person.
What do you see as the biggest challenges facing your industry over the next decade? As we have seen with the tariff situation, the world economy is very interconnected and fragile at the same time. I think we will need to be careful on how we diversify, where we source our raw materials and sell our products, and look to build in safety measures along the way. The economy moves so quickly, so we need to be prepared to adapt quickly as well to outside forces.
Personal Insight & Big Picture
What drives you—personally and professionally—as you lead the company into the future? That sense of responsibility for our employees, sales leaders, and so many thousands of independent business owners who sell our products is really what drives me. I know they rely on me to run an efficient and innovative company that will help them through retirement and then their next generation as well, so I am working on building that strong foundation so we can see generations succeed with us.
What’s been your proudest moment as CEO so far? Every time we launch a new product that does well, I'm very proud. Last year we launched a product called Intellirise that we'd first thought of 2-3 years ago. It's an all natural nootropic beverage high in adaptogens that helps with focus and energy, but it doesn't contain any caffeine, chemicals, or stimulants. It also tastes great, so I'm so happy when I hear our staff and our sales leaders say that they love the product.
What is one lesson from your parents that you carry with you every day? The importance of family and making sure my children know that I love them. Even though we differ in opinions and live in different areas of the U.S., it doesn't matter. Family is always first. And like my parents, I want my children to feel that they are each special and deeply loved.
How do you define success, both for the company and for yourself as a leader? I'll feel truly accomplished when I'm able to hand over the company to our next generation as a strong company, with a solid foundation, and something that they can take the reins on and grow themselves without any big worries or challenges. Success as a leader would be me being able to help all of my team members and sales leaders reach their potential and their dreams, to see them retire happily.
Do you ever think about the legacy you want to leave behind—not just as a CEO, but as a woman in business? I want to leave a legacy of strong support, dedication, and compassion. Someone who thought of others before themselves.
Tell us about balancing your role as CEO, wife and mom. How the heck do you manage to do it all? I don't do it by myself. I have a lot of support including a great nanny who comes after school to help with the children, but especially from my husband Jonathan. I couldn't do it without him. My children are the most important part of my life, so I want to make sure they have my attention every morning and night. I carve out time for them where I don't look at emails or work, and in between those hours, I work.
For more information, see https://us.sunrider.com/