Direct Selling Federation Elects New Industry Chair
The leadership change signals a pivot toward more active government engagement for the global direct selling sector.
Updated on Oct. 25, 2026 in People
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Dora Hoan, co-founder and CEO of Best World International, has been elected as chair of the World Federation of Direct Selling Associations. This marks the first time a leader from the Asia-Pacific region has headed the 48-year-old organization.
Why it matters
Hoan’s tenure signals a shift in the organization's focus toward proactive engagement with international governments and regulators. For direct selling operators, this leadership change underscores an increasing priority on stakeholder communication and global policy alignment.
The federation has functioned for 48 years, while Hoan brings experience from Best World, which operates in 27 distinct markets. Her company, founded in 1990, relies on a distribution network that is 69 percent women.
The players
Dora Hoan
The co-founder and global CEO of Best World International who now chairs the World Federation of Direct Selling Associations.
Best World International
A Singapore-headquartered company operating in 27 markets that specializes in direct-to-consumer health and beauty products.
World Federation of Direct Selling Associations
An international organization representing the global direct selling industry that has existed for 48 years.
The details
Hoan assumes leadership following the 18th world congress in Incheon, South Korea. Her stated strategy involves prioritizing communication between the federation and external stakeholders. This approach suggests a focus on standardizing how direct selling businesses interact with regional regulators and government bodies across the organization's global footprint.
Timeline
October 19 to 21, 2026: WFDSA 18th world congress took place.
1990: Best World was co-founded by Dora Hoan.
Market Landscape
The 18th World Federation of Direct Selling Associations congress marks a transition in industry leadership and regional representation. This election signals a pivot toward prioritizing government engagement in a regulatory environment that is increasingly complex for direct-sales firms.
Direct selling operators should monitor the federation's upcoming policy updates regarding government engagement. These changes are likely to influence compliance standards and communication strategies for global distributors in the near term.
The takeaway
Hoan’s election reflects an effort to centralize regulatory advocacy for the direct selling sector. Operators should keep track of the federation’s upcoming directives to align their regional compliance and stakeholder outreach with new international guidance.
Further reading
For more on industry leadership trends, visit the People section.
Source note: This article includes information reported by The Business Times.
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