Hy Cite Enterprises, LLC, is a family-owned direct sales company founded in 1959 and based in Madison, Wisconsin. The company has expanded its operations throughout the United States and Latin America, including countries like Argentina, Brazil, and Mexico. Hy Cite focuses on enriching lives through a business model that emphasizes trust, support, and authenticity. The company offers a variety of home lifestyle products through a network of authorized distributors who conduct in-home demonstrations. Their product range includes high-quality cookware systems, air and water purification systems, juice extractors, dinnerware, cutlery, and cleaning systems. With over 2.6 million customers served since 2018, Hy Cite is dedicated to enhancing the quality of living in homes. Hy Cite employs more than 1,500 people and collaborates with over 10,000 independent distributors. The company reported annual sales exceeding $500 million and ranks 24th among the world's leading direct selling firms. In 2022, Paulo Moledo was appointed CEO, leading the company into a new strategic era.