Jim Chao, the visionary CEO of Confidence USA, Inc., has spent a decade at the forefront of the nutraceutical industry leading global health innovation. Combining Eastern and Western medicinal practices with modern science, he has pioneered natural supplements that address health needs across the globe. From humble beginnings in Port Washington, New York, Jim has grown Confidence USA into a leader in health and wellness, driven by his passion for balance, innovation, and helping people achieve better health through nature.
What inspired you to merge Eastern and Western medicinal practices in your products?
I was born into a culture where the wisdom of traditional Chinese medicine is deeply respected. At the same time, living and building my business in the United States exposed me to the best of Western science and technology. I realized that there was immense potential in merging these two worlds. Both systems have their strengths—Eastern medicine looks at long-term health and balance, while Western medicine is very precise and data-driven. By bringing them together, I saw an opportunity to create supplements that are not only natural but also scientifically backed and highly effective.
What has been the biggest challenge in educating consumers about the benefits of natural supplements?
There’s a lingering skepticism, particularly in the Western world, about natural remedies. People often assume that if something isn’t produced in a lab, it can’t be effective. One of my biggest challenges has been shifting that mindset. We invest heavily in education and research to show that our products, rooted in ancient wisdom, are backed by modern science. It’s about proving that nature, when combined with rigorous scientific validation, can offer some of the best solutions for health.
How do you maintain innovation in an industry that’s constantly evolving?
I stay curious. The moment you think you know everything, you stop growing. My team and I are always researching, learning, and experimenting with new ingredients and formulations. But it’s not just about innovation for innovation’s sake—it’s about staying grounded in our mission to create safe, effective, and natural products. Our approach to innovation is deeply rooted in respect for tradition while embracing cutting-edge technology. That balance has always guided us forward.
What role does nature play in your personal life, and how does it influence your business decisions?
Nature is everything to me. It’s where I go to clear my mind, find balance, and regain focus. This connection to the natural world is reflected in every decision I make for the company. Whether it’s choosing ingredients for a new supplement or deciding on sustainable manufacturing practices, my respect for nature is at the core. I believe that nature gives us everything we need to thrive; we just need to understand how to use it wisely.
Confidence USA was one of the first companies to offer a money-back guarantee. Why was this important to you?
Trust is everything in this business. When I founded Confidence USA, I wanted our customers to feel completely confident in the effectiveness and safety of our products. Offering a money-back guarantee wasn’t just a marketing move—it was a statement. We stand behind every product we create. If it doesn’t work for someone, they deserve to get their money back. That guarantee is our way of showing we believe in what we offer and that customer satisfaction is our priority.
What keeps you motivated after four decades in the nutraceutical industry?
Seeing the positive impact our products have on people’s lives. Every time I hear from a customer who’s experienced real health benefits from our supplements, it reaffirms my commitment. Knowing that we are making a difference, even in small ways, keeps me going. And honestly, I don’t feel like I’ve stopped learning—there’s always more to discover about nature, health, and how we can help people live better lives.
What’s one philosophy you live by that has shaped the culture at Confidence USA?
Balance. It’s a simple word but one that carries profound meaning. In both my personal life and in how I run Confidence USA, balance is everything. We balance tradition with innovation, we balance natural wisdom with scientific research, and we balance work with wellness. This philosophy extends to how we design our products—helping people find balance in their health is our ultimate goal.
What legacy do you want to leave behind through Confidence USA?
I want Confidence USA to be remembered as a company that truly respected both nature and science, and that helped people live healthier, more balanced lives. It’s not just about selling supplements—it’s about restoring people’s faith in the natural world and proving that ancient knowledge can work hand in hand with modern innovation. My hope is that the work we’ve done will continue to benefit future generations long after I’m gone.