Who we are

Global Presence Group Structure Board of Directors Awards Ethics & Whistle Blowing

Corporate HQ /
Manufacturing Facilities
Retail & Services

Regional Centres

Online Markets /
Export Markets

Group Structure

Singapore

Avance Living Pte. Ltd.

100%

Celcott Investments Pte. Ltd.

100%

Via Celcott Investments Pte. Ltd.Celligenics Pte. Ltd.

12.5%

Best World Lifestyle Pte. Ltd.

100%

Best World Taiwan Holdings Pte. Ltd.

100%

MDUK Investment Pte. Ltd.

100%

BWL Online Systems Pte. Ltd.

100%

Best World Lifestyle (S) Pte. Ltd.

100%

Bangkok

BWL (Thailand) Company Limited

49%

Ho Chi Minh City

Best World Vietnam Company Limited

100%

Jakarta

PT BWL Indonesia

80%

PT Best World Indonesia

80%

Kuala Lumpur

Best World Lifestyle Sdn. Bhd.

100%

Manila

BWL Health & Sciences, Inc.

100%

Hangzhou

Via Best World Lifestyle Pte. Ltd.Best World (China) Pharmaceutical Co., Ltd.

100%

Changsha

Via Best World (China) Pharmaceutical Co., LtdBest World Lifestyle (China) Co., Ltd.

100%

Shanghai

Via Best World (China) Pharmaceutical Co., LtdBest World Lifestyle (Shanghai) Co., Ltd.

100%

Hong Kong SAR

Best World Lifestyle (HK) Company Limited

100%

Macao SAR

BWL Macau Company Limited

100%

Taichung

Best World Lifestyle (Taiwan) Co., Ltd.

100%

Seoul

BWL Korea Co., Ltd

100%

Dubai

BWL General Trading L.L.C

49%

London

Via MDUK Investment Pte. Ltd.Pedal Pulses Limited

59.9%

The Group considers Celligenics Pte. Ltd. as an investment in associate because the Group has significant influence over the entity through representation on the board of directors (refer to Note 18 of the Annual Report 2021’s Financial statements).
The Group has accounted for BWL Thailand Co., Ltd as a subsidiary as the Group controls the relevant activities (including financial and operating policies) of the entity through a shareholders’ agreement.
The Group considers BWL General Trading L.L.C as a subsidiary of the Group, as the Group has management control over the entity through a shareholders’ agreement.

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Board of Directors

Dora Hoan BBM

Global Chief Executive Officer

Ms Dora Hoan, Global Chief Executive Officer of Best World, has over 47 years of experience in the industry. Her phenomenal journey to entrepreneurial success started the day she came to know and enkindled a passion for direct selling. She has since acquired extensive expertise in direct selling and corporate management. She holds a Bachelor’s Degree in History and a Master of Business Administration (MBA).

In additional to being the Group Managing Director, Ms Hoan leads and oversees the Group’s management and business development direction. Her visionary strategic thinking and expertise in direct selling have transformed Best World from a local business into a prominent Asian enterprise. Today, Ms Hoan focuses on driving the Group’s vision and plan for global expansion. She also assumes active leadership roles in various associations and grassroots organisations.

During her tenure as ASME President, she collaborated with “Lianhe Zaobao” to initiate the Singapore Prestige Brand Award (SPBA). This pioneering effort has significantly raised the awareness of the Singapore society on the importance of branding for business success.

In 2014, Ms. Hoan was conferred the Public Service Medal (PBM), and in 2023, she received the Barisan Bersatu Medal (BBM) at the National Day Awards.

In 2018, Ms Hoan was appointed Co-Chairman of SPBA China Committee, which spearheaded the launch of SPBA Lianhe Zaobao Prestige Brand in Shanghai, China.

Over the years, Ms Hoan has been recognised with numerous entrepreneur awards and accolades across the regions.
Doreen Tan PBM

Global President

Ms Doreen Tan is the Global President of Best World and a seasoned expert in beauty and nutrition. She has over 50 years of experience in the industry and holds a Degree in Doctor of Naturopathy and a Bachelor of Science in Applied Nutrition.

Ms Tan leverages on her extensive knowledge and deep understanding of consumers’ needs to serve as the Group’s key product specialist. She leads all product-related functions in the company, such as product development and training. She also shares her expertise through seminar trainings and counselling services.

In 2016, Ms Tan received the Public Service Medal (PBM) at the 2016 National Day Awards.

In 2022, Ms Tan was appointed as the President of HSIAS (Health Supplements Industry Association Singapore) for the term from 2022 to 2024. She is also the Vice-Chairman of AAHSA (ASEAN Alliance of Health Supplement Association).
Huang Ban Chin

Deputy Chief Executive Officer

Mr Huang Ban Chin holds a Bachelor of Science degree in biochemistry and microbiology from the National University of Singapore, which he obtained in 1992. He has more than 30 years of experience in the direct selling and the health and beauty industries.

Mr Huang joined Best World in 1990 as the Marketing Manager and rose to the position of Director in 1994. He became the Executive Director of the Group in 2003 and has been overseeing the Group’s daily operations and key functions, such as finance, product development, information technology, and investor relations. He is also responsible for executing the Group’s regional business expansion plans.

In addition, Mr Huang serves as the Group Chief Risk Officer, who develops and maintains a comprehensive process for identifying, assessing, mitigating, monitoring, controlling, and reporting key business risks that might impair the achievement of the Group’s goals and objectives. Mr Huang was promoted to Chief Operating Officer in July 2010, and was once again appointed Deputy Chief Executive Officer in January 2025, marking another significant milestone with Best World International.
Li Lihui

Chief Strategy Officer

Ms Li is a seasoned director with a robust background in corporate strategy, law, finance, franchise and brand management. A graduate of the National University of Singapore with a Bachelor's Degree in Law and a Master of Science in Applied Finance from Singapore Management University, Ms Li was admitted as a solicitor of the Supreme Court of Singapore in 2006 and practised corporate finance law for the first 3 years of her career.

Subsequently, she managed the Marble Slab Creamery master franchise business in Singapore for 10 years and also founded and managed her own local specialty food brands including HIC Juice and The Dark Gallery. She brings a diverse skill set to her current roles as Director at Pedal Pulses Limited, The Dark Gallery Pte Ltd, and Thirtythree Private Limited. Additionally, Ms. Li is a certified health coach from the Institute of Integrative Nutrition in the United States, reflecting her commitment to holistic well-being. Ms Li is also currently enrolled in the Chief Strategy Officer programme at the National University of Singapore.
Pek Weiliang

Non-Executive Director

Mr Pek is a Director at SoApp Pte Ltd, a digital business that leverages technology to create, deliver and sustain value primarily through online platforms, digital tools and data-driven strategies.

Mr Pek holds a Diploma in Electronics, Computer and Communications Engineering, he possesses strong analytical and problem-solving skills, enabling him to tackle challenges in fast-paced, dynamic environments. He has also pursued certification as a Master Practitioner of Neuro-Linguistic Programming (NLP), which has provided him with deep insights into human behaviour and enhanced his ability to connect effectively with others, helping people unlock their potential and overcome limiting beliefs.

Our strong management team and commitment to quality is recognised by industry experts and associations. We have been honoured with numerous corporate and brand awards over the year.

2024

Great Place To Work (Aug 2024 - Aug 2025)

Awarded to Best World International

Cyber Trust Mark

Awarded to Best World International

Data Protection Trustmark

Awarded to Best World International

DSN Global 100

Awarded to Best World Lifestyle
2023

Singapore Prestige Brand Award

Awarded to DR’s Secret

Great Place To Work (Aug 2023 - Aug 2024)

Awarded to Best World International

DSN Global 100

Awarded to Best World Lifestyle
2022

DSN Global 100

Awarded to Best World Lifestyle

Great Place To Work (Aug 2022 - Aug 2023)

Awarded to Best World International
2021

DSN Global 100

Awarded to Best World Lifestyle
2019

DSN Global 100

Awarded to Best World International
2018

200 Best Under A Billion

Awarded to Best World International

From Forbes Asia, July 1, 2018 © 2018 Forbes. All rights reserved. Used by permission and protected by the Copyright Laws of the United States

DSN Global 100

Awarded to Best World International
2017

Gold Award for Best Investor Relations Campaign for PR Awards 2017

Awarded to Best World International
2015

Singapore 1000 Company

Awarded to Best World International

Singapore Prestige Brand Award

Awarded to Best World Lifestyle
2014

Singapore 1000 Company

Awarded to Best World International
2013

Singapore 1000 Company

Awarded to Best World International
2011

SuperBrands Singapore Choice 2011

Awarded to Avance
2010

SuperBrands Singapore Choice 2010

Awarded to Avance

Business SuperBrands Singapore 2010

Awarded to Best World Lifestyle

Singapore 1000 Company

Awarded to Best World International
2009

SuperBrands Singapore Choice 2009

Awarded to Avance

Singapore Prestige Brand Award

Awarded to Best World Lifestyle
2008

Asean Business Awards

Awarded to Best World International

SuperBrands Singapore Choice 2008/2009

Awarded to Avance

Singapore Fastest Growing 50 Certification

Awarded to Best World International

200 Best Companies Under A Billion in Asia Pacific

Awarded to Best World International

ASEAN Outstanding Women Entrepreneur 2008

Awarded to Ms Dora Hoan

Asia Super Excellence Direct Selling Company

Awarded to Best World Lifestyle
2007

Singapore Fastest Growing 50 Certification

Awarded to Best World International

Best Annual Report Under Sesdaq Listed Company

Awarded to Best World Annual Report 2006 - A World of Manifold Returns

Bronze Award for Annual Report

Awarded to Best World Annual Report 2005 - Happy World

200 Best Companies Under A Billion in Asia Pacific By Forbes Asia

Awarded to Best World International
2006

Black Book AR 100 Award

Awarded to Best Annual Report Under Sesdaq Listed Company

SuperBrands Consumers Choice 2006

Awarded to Avance

Grand Prix Winner in Communication Design

Awarded to Best World Annual Report 2005 - Happy World

2006 Top 10 Influential Systems in Asia Pacific Region

Awarded to Best World Lifestyle

2006 Top 10 Direct Selling Brand in Great Credibility in Asia Pacific Region

Awarded to Best World Lifestyle

Ernst and Young Entrepreneur of the Year

Awarded to Ms Dora Hoan and Ms Doreen Tan
2005

Singapore Fastest Growing 50 Certification

Awarded to Best World International

Singapore 500 SME

Awarded to Best World International

Most Super Excellence Master Award of Direct Selling 2005 (Professional Master Award)

Awarded to Best World Lifestyle Sdn. Bhd.

4th Asia Pacific/Malaysia e-Entrepreneur Excellence Award

Awarded to Ms Dora Hoan and Ms Doreen Tan

Excellence Brand bwL

Awarded to Best World Lifestyle
2004

SuperBrands Award

Awarded to Avance

Singapore Promising Brand Award

Awarded to Avance

Singapore Promising Brand Award

Awarded to Best World Lifestyle

Our Code of Ethical Conduct provides guidance to all our employees about the company’s commitment to its employees, customers, shareholders, suppliers and regulators.

These commitments should be reflected in the daily decisions making regardless of the location and level of the organisation. Along with the other company policies, it stipulates what is expected of each of us, so we can consistently do the right thing when representing the Group.

Code of Conduct

Anti-Corruption Policy

This anti-corruption policy states the Group’s commitment to ethical and anti-corruption practices in the course of doing business, and its position and key measures against corruption so as to abide by the regulations in the countries we operate.

Anti-Corruption Policy

Whistle Blowing Policy

In line with the Company’s commitment to a high standard of ethical, moral & legal business conduct and to open communication, this policy aims to provide an avenue for employees to raise concerns with the reassurance that they will be protected from reprisals or victimisation for whistleblowing in good faith.

Whistle Blowing Policy