Joy Life USA operates with the backing of Joymain Science & Technology, a company described as China's third-largest direct selling firm. Joymain was founded in 1993. Wang You-Shan became Chairman in 2000.
Wang You-Shan holds credentials as a Senior Engineer with the Chinese Communist Party. He has served in executive roles across Chinese companies, including pharmaceuticals, textiles, and health care. He also worked for an "anti-unfair competition" regulatory body.
Vice-Chairman Zhou Xi-Jian lists positions within several multi-level marketing organizations. His experience includes serving as CEO of Hong Kong-based Winalite and as a "Millionaire Member" of NuSkin. He was also a Sales Manager at Amway and President of Operations for the "6-4-2 System," which is a Chinese-language MLM mentoring program.
Frankie Kiow, Joymain's CEO, also holds the title of President for NuSkin China. Kiow is a member of the Chinese People's Political Consultative Conference, a political advisory body. He serves as Chief Consultant for the China Direct-Selling Research Center at Nanjing University. Additionally, he is Vice-President of the Cosmetics Chamber of Commerce and China Industrial and Commercial Associations, and Vice-President of the Foreign-Invested Enterprise Association in Shanghai. Joy Life USA's website indicates Kiow leads the company's US operations.
Joy Life's management team maintains strong connections within China's political circles and special interest groups that promote direct sales and network marketing.
Joymain International, which claims 600,000 distributors, seeks to expand its international market share. The company has moved beyond its existing presence in Hong Kong, Taiwan, and the Philippines, now operating under the Joy Life USA banner.
Joy Life USA's product line centers on health and nutrition. The company offers "Intense," an anti-aging skin cream. It contains "organic nutrients that are rich in antioxidants, vitamins and minerals." The "Energy Cup" is a filtration system that claims to "converts everyday drinking water into ionized, alkaline water, helping sustain the body’s natural pH levels." "Galaxy," a juice blend, lists ingredients such as acai, pineapple, red and white grapes, pomegranate, red raspberry, acerola, aroniaberry, elderberry, cranberry, goji, mangosteen, barley, acai oil, cayenne pepper, flaxseed, buckwheat, alfalfa sprouts, lactobacillus, soy isoflavones, garlic, wheatgrass, and green tea extract. Joy Life also markets "Zing" as "a safe and healthy altern."