Dora Hoan Makes History as Chair of World Federation of Direct Selling Associations
Dora Hoan, co-founder of Best World International, has made history by becoming the first chairperson from the Asia-Pacific region to lead the World Federation of Direct Selling Associations (WFDSA). This marks a significant milestone in the organization’s 48-year journey.
Hoan, who also serves as co-chairman and global CEO of Best World, steps into this influential role at a time when the direct selling industry is facing evolving consumer expectations and the rise of artificial intelligence.
In her new position, Hoan aims to enhance collaboration with governments and regulators, improve industry standards, and foster greater consumer trust. She emphasizes the importance of ethical practices, governance, consumer protection, and the responsible use of technology—including AI and digital solutions—in the sector.
Communication is also a priority for Hoan. She plans to strengthen ties between the WFDSA, national direct selling associations, member companies, and other key stakeholders.
While addressing attendees at the WFDSA’s 18th world congress in Incheon, South Korea, held from October 19 to 21, Hoan discussed the vital need for the industry to adopt technological advancements without losing the personal connections that are fundamental to direct selling.
Additionally, she will emphasize the role of women in entrepreneurship and economic involvement, highlighting that 69% of Best World Lifestyle’s distributors are women aged 44 and below. Hoan believes that direct selling offers valuable opportunities for women to achieve financial independence and work flexibly.
“We are not rushing to grow bigger; we want to focus on becoming better,” she stated.
Co-founding Best World in 1990 with Doreen Tan, Hoan has expanded the business into a global entity operating in 27 markets. Best World specializes in developing and selling skincare, personal care, and health products, all from its headquarters in Singapore.
