DIRECT SELLER
1 / 2025 MALAYSIA
THE RESILIENT GROWTH OF MALAYSIA’S DIRECT SELLING INDUSTRY: AN OVERVIEW
PM-INTERNATIONAL:
Rolf Sorg, Founder & CEO
DIRECT SELLING ASSOCIATION OF MALAYSIA OFFICE BEARERS 2025-2027
MOHAMAD ZAIHAN
MOHAMAD ARIFFIN
PRESIDENT
Head Corporate & Government Affairs
Amway (Malaysia) Sdn Bhd
YONG FULL LOONG TREASURER
Country Manager,
Best World Lifestyle Sdn Bhd
PUANG EE NANG
BOARD MEMBER
Managing Director
Healthy Futures Sdn Bhd
STEVEN CH CHIN
VICE PRESIDENT
Senior Director / General Manager
Herbalife Products Malaysia Sdn Bhd
WINSTON CHEN BOARD MEMBER
Chief Executive Officer
PHHP Marketing (M) Sdn Bhd
KHAIRULANUAR MOHD GHANI
BOARD MEMBER
Senior Manager –Legal & Corporate Affairs
Cosway (M) Sdn Bhd
DATO’ ISKANDAR HALIM SECRETARY
Chairman – AG Nutrition International Sdn Bhd
ASHISH JASANI A/L
ARVIND KUMAR BOARD MEMBER
International Marketing Director DXN Marketing Sdn Bhd
VIVIEN YAP BOARD MEMBER
Advisor
Unicity Malaysia Sdn Bhd
Direct Seller Malaysia is published by Harini Management Services Sdn Bhd for Direct Selling Association Of Malaysia. ISBN 978-967-15054-4-1 by
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DISTRIBUTOR
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Email: allscript@allscript.com
PRESIDENT’S MESSAGE
Welcome to the 2025 Edition of the DSAM’s Direct Seller
It is my pleasure to welcome you to this year’s edition of our industry’s premier publication. Each year, we come together through this magazine to celebrate achievements, share insights, and chart the course for the future of direct selling in Malaysia.
Direct Selling continues to thrive in Malaysia, contributing significantly to our national economy. Last year, our sector added RM34.4 billion – a 7.4% growth from the previous year – and Malaysia has elevated its global position as the 5th argest global direct selling market, and 3rd in the Asia-Pacific region, according to the latest WFDSA report. Notably, Malaysia continues to rank number one worldwide for market penetration, with an increase to 2.40% share—placing us ahead of developed economies such as the US, South Korea, Germany, China, and Japan.
This remarkable growth reflects the resilience and vitality of our industry, driven by a dynamic ecosystem of passionate entrepreneurs and innovative companies. To keep pace with changing times, we are also embracing greater inclusivity and energy—most recently, through the introduction of a new Gen Z Awards Category, recognizing the impactful young entrepreneurs shaping our future in our Annual Convention and Entrepreneurs Awards 2025.
The industry landscape is continuously evolving, especially in the face of digital disruption and global economic shifts. A key focus now is strengthening our regulatory framework. We are working closely with the Ministry of Domestic Trade and Cost of Living (KPDN) on updates to the Direct Sales and Anti-Pyramid Scheme Act 1993, ensuring our legislation remains relevant, ethical, and robust in today’s e-Commerce environment.
Understanding the declining engagement among younger demographics, particularly Gen Z, has been another priority. To address this, we partnered with UKM’s Healthcomm Centre to conduct an in-depth study on young people’s perceptions and entrepreneurial values. The insights gained will shape our strategies to align better with the motivations and aspirations of the next generation of direct sellers.
This year also marks a significant step in building strategic partnership, continuously working with KPDN
Zaihan Ariffin, President of DSAM
and digital platforms like Lazada to promote ethical practices and foster a transparent, secure marketplace for consumers and entrepreneurs alike.
Across all these efforts, our core mission remains unchanged: to provide accessible pathways for microentrepreneurs, foster self-reliance, and support socioeconomic growth across Malaysia. We are working tirelessly to develop and execute a comprehensive industry blueprint, ensuring our sector’s sustainable, guided growth aligned with Malaysia’s broader economic vision.
As we look ahead, we are committed to continually innovating, adapting, and empowering our entrepreneurs of all ages and backgrounds to thrive in a rapidly changing landscape.
Thank you for your continued support and dedication to this vibrant industry. Together, let’s seize the opportunities ahead with confidence and ambition.
Here’s to a successful year of growth, innovation, and achievement in the Malaysian direct selling industry!
PM-INTERNATIONAL AG: DRIVING INNOVATION, WELLNESS, AND GLOBAL IMPACT
Since its founding in 1993, PM-International AG has grown into one of the most successful direct selling companies in the world, offering scientifically formulated products that promote health, fitness and beauty. With its flagship FitLine® brand, the company has built a reputation for excellence, innovation and social responsibility, earning recognition on a global scale.
Today, more than 900 million FitLine® products have been sold worldwide. Headquartered in
Luxembourg, PM-International operates across 45 subsidiaries on six continents, embodying its mission to improve people’s quality of life through advanced nutritional science. Its sustained growth, over three decades in a row, reflects not only business acumen but also a steadfast commitment to product quality, distributor empowerment and community support.
FITLINE®: SCIENCE-DRIVEN WELLNESS
At the heart of PM-International’s success is its exclusive Nutrient
Transport Concept (NTC®).
Developed over decades of research, this technology ensures that nutrients are delivered “when they are needed and where they are needed”, all the way to the cellular level. This differentiator is the company’s core competency and represents more than 31 years of expertise in product development.
FitLine® products are regularly tested by ELAB Analytics GmbH, providing customers with an unparalleled level of transparency. A simple scan of a QR code on the packaging allows consumers to access independent product analysis, a feature that is still unique in the nutritional supplements industry. With more than 70 patents and an ever-expanding portfolio, FitLine’s credibility is further reinforced by its trust among elite athletes. Over 1,000 top athletes across 85 sports disciplines and 40 countries rely on FitLine products. The brand also serves as the official supplier to renowned sports organisations, including the ATP Tour for men’s tennis, the German, Austrian, and Canadian Ski Associations, the German Cycling Federation (BDR), and the German Athletics Association, the Royal Belgian Handball Federation (URBH), among many others. For some partnerships, the collaboration
has lasted over two decades, which is proof of consistent quality and trust.
EMPOWERING DISTRIBUTORS FOR GLOBAL SUCCESS
While science fuels its products, PM-International’s growth is equally powered by its community of distributors. Founder and CEO Rolf Sorg has led the company since its inception with a strong belief in the values of direct selling.
For over 31 consecutive years, PM-International has achieved continuous growth, an extraordinary track record in the direct selling industry. This sustained success underscores not just the strength of its product portfolio but also the company’s commitment to nurturing and empowering its global distributor network.
STRATEGIC INVESTMENTS IN INNOVATION
PM-International’s business philosophy revolves around continuous reinvestment in research, development and infrastructure. In 2025, the company announced more than $22 million in new facilities in the Americas, laying the groundwork for sustained global expansion.
The company’s deep commitment to innovation is evident in its partnerships with universities and research institutions. These collaborations ensure that FitLine® products remain at the forefront of nutritional science while delivering practical, tangible results for consumers.
BREAKTHROUGH RESEARCH: THE JOSEF RESSEL CENTRES
One of PM-International’s proudest achievements is its collaboration with the University of Applied Sciences Upper Austria (FH OÖ). In March 2025, the two partners inaugurated the second Josef Ressel Centre for Innovative Bioavailability Research in Wels, Austria.
“AT PM-INTERNATIONAL, OUR GROWTH IS ABOUT MORE THAN BUSINESS—IT’S ABOUT HELPING PEOPLE IMPROVE THEIR LIFESTYLE. OUR SUCCESS IS BUILT ON TRUST, RESPECT, AND PARTNERSHIP WITH OUR DISTRIBUTION PARTNERS, WHO ARE THE HEART OF OUR COMPANY. I’M PROUD OF HOW OUR TEAMS HAVE STOOD STRONG THROUGH CHALLENGES, FOUND SOLUTIONS, AND THRIVED IN A CONSTANTLY CHANGING WORLD.”
- Rolf Sorg, CEO & Founder of PM-International
This milestone represents a decisive step forward in the study of nutrient absorption, which is a critical factor in the effectiveness of dietary supplements. Researchers at the centre are exploring how to optimise nutrient uptake, developing alternative models to replace animal testing, and investigating innovative delivery methods such as absorption through the oral mucosa and skin.
“We stand on the shoulders of giants. Thanks to the existing infrastructure at the Centre of Excellence for Food Technology and Nutrition at FH OÖ, we can leverage valuable resources and significantly advance our research,” said Dr. Bernhard BlankLandeshammer, head of the new Josef Ressel Centre.
The first Josef Ressel Centre already produced a major breakthrough: the FitLine C-Balance, a product based on studies of guava extract bioavailability by FH-Prof. Dr. Julian Weghuber. With the new centre, the partnership aims to produce even more groundbreaking results in the coming years.
“Innovation is the foundation of our success, and research is the basis of every innovation,” said Dr. Kühne of PM-International. “Our successful products, like FitLine C-Balance, demonstrate the difference that scientifically backed developments can make.”
The Josef Ressel Centres exemplify PM-International’s commitment to advancing nutritional science, while also aligning with societal goals, such as improving health knowledge and avoiding animal testing.
“There are only five such centres in total, and their creation is a complex and demanding process,” explains FH-Professor Dr. Johann Kastner. The centres of excellence are funded by the Christian Doppler Research Association and supported by the Austrian Ministry of Economy.
EXPANDING THE DIGITAL BRAND EXPERIENCE
As the digital landscape reshapes consumer behaviour, PMInternational has invested heavily in digital brand management. Over
COVER STORY
the next few years, the company will dedicate nearly €9 million to digital technologies, focusing on holistic brand experiences, from innovative product experiences to interactive platforms and personalised, AIsupported websites for customers and sales partners.
This strategy strengthens FitLine’s presence in an increasingly digital marketplace, offering customers seamless access to information, products and personalised recommendations. At the same time, authentic testimonials from professional athletes and sports organisations reinforce the credibility and visibility of the FitLine brand.
SOCIAL RESPONSIBILITY: PM WE CARE
Beyond business success, PMInternational is deeply committed to social responsibility through its foundation, PM We Care. In
December 2024, the company donated €2.376 million to World Vision, marking another milestone in a partnership that has lasted more than 20 years.
PM-International is now the largest corporate sponsor of World Vision Germany e.V., supporting not just individual children but entire regional development projects. These initiatives, lasting around 15 years, focus on sustainable change, including access to clean water, education and health services, and are carried out in collaboration with local communities.
“For over 20 years, PMInternational has been a strong partner in helping us create lasting change and provide children with long-term opportunities. United by our shared passion for improving lives, we combine our strengths and dedication to build a brighter future for those in need,” said Oliver Müller, Manager, Events & Projects
Philanthropy at World Vision Germany e.V.
Currently, PM We Care supports projects in Peru, Zimbabwe, Tanzania, Bolivia, Cambodia, Bangladesh, and Nicaragua, with plans to expand to Vietnam this year (2025), thus increasing it’s support to 6,600 children worldwide.
Charity Ambassador Vicki Sorg plays a hands-on role in these initiatives, visiting communities each year to witness firsthand the impact of PM-International’s contributions. Her visits highlight not just material aid, but the hope and opportunities these programmes bring to families in need.
“It is part of our corporate philosophy to improve people’s quality of life. With every product purchased, our customers give ‘One Hour of Life’ to sponsored children. This means that a portion of the revenue from every FitLine product sold goes to the PM We Care
foundation. Through our partnership with World Vision, we can implement our vision globally, as World Vision has the necessary networks and expertise in the affected regions. Our collaboration creates synergies that allow us to deploy resources effectively and implement sustainable projects,” says Sorg.
This approach ensures that every purchase of a FitLine product directly contributes to improving lives globally. With PM-International’s growth, its philantropic efforts will continue to expand as well. The company aims to sponsor 10,000 children in the long run, giving even more children worldwide the chance for a brighter future.
AWARDS AND GLOBAL RECOGNITION
PM-International’s dedication to innovation, distributor success and social responsibility has not gone unnoticed.
In March 2025, the company celebrated its fifth consecutive Bravo International Growth Award, recognising it as the fastest-growing international direct selling company. In 2024 alone, PM-International achieved $3.25 billion in retail sales, securing the #6 position in the DSN Global 100 ranking.
“This award is more than a recognition of our business success; it’s a reflection of the hard work, commitment, and burning desire that our distributors bring to their work every day,” said Rolf Sorg.
In June 2025, the company’s FitLine brand was honoured with the German Brand Award 2025 in the ‘Excellent Brands / Health & Pharmaceuticals’ category. The award recognised FitLine’s strong brand management, digital innovation, and consistent focus on customer trust.
These accolades reinforce PMInternational’s position as a global
leader in both business performance and brand excellence.
FITLINE IN MALAYSIA
Fitline (M) Sdn Bhd, the Malaysian subsidiary of PM-International AG, has been operating for 21 years and continues to make its mark as a key player in the industry. It is the only wholly owned subsidiary worldwide by CEO Paul Yung, who has led the company to remarkable growth and recognition. Today, Fitline Malaysia is ranked among the Top 30 companies in Malaysia’s Direct Selling Association, with 151 sponsored distributor cars and multiple awards, including the prestigious Super Golden Bull 2024.
In February 2025, Paul Yung’s leadership was further recognised when he clinched the SOBA Young Entrepreneur of the Year – Par Excellence Award in the RM25 million and above category. Under his vision, Fitline Malaysia’s customer base has expanded from just 1,650 to an impressive 30,000, placing the subsidiary firmly within the Top 10 performing countries globally for PM-International.
Over the past seven years, Fitline Malaysia has grown 6.5 times, recording an average annual growth rate of 32% and generating RM400 million in accumulated revenue since 2017. Beyond business success, the company has demonstrated a strong commitment to social responsibility, donating RM2.2 million to six local charities over the last seven years.
Looking ahead, Fitline Malaysia aspires to empower one million Malaysians by 2035, helping them achieve better health, fitness, beauty and financial freedom. Guided by sustainable business practices, the company prioritises long-term growth to create lasting opportunities for its distributors and ensure that Fitline Malaysia remains a stable and thriving organisation for generations to come.
LOOKING AHEAD: A FUTURE BUILT ON INNOVATION AND TRUST
As PM-International powers ahead, the company shows no signs of slowing down. With ongoing investments in science, digital transformation and global infrastructure, it continues to expand its reach while staying true to its mission: improving people’s quality of life.
From pioneering research in nutrient bioavailability to building long-term partnerships with communities in need, PMInternational is shaping the future of health, wellness and corporate responsibility.
As CEO Rolf Sorg puts it, “For more than 31 years in a row, PMInternational is growing, and we have big future plans. This growth is all thanks to our distributors. All I can say is: They are at the right place, at the right time!”
With a proven track record of success, a deep commitment to innovation, and a clear vision for the future, PM-International AG stands as a model of how science, business and social responsibility can come together to create lasting global impact.
DSAM ANNUAL CONVENTION & OUTSTANDING ENTREPRENEUR AWARDS 2025: EMBRACING GEN Z AND CELEBRATING
ENTREPRENEURIAL EXCELLENCE
On 9th October 2025, DSAM held the highly anticipated biennial Convention and Outstanding Entrepreneur Awards. The 2025 event centered around the theme “Gen Z”, reflecting the industry’s dedication to understanding and engaging the new generation of entrepreneurs and consumers.
The convention featured two insightful panel discussions: “Unpacking Gen Z: Exploring Culture, Habits, and Preferences”
and “Engaging Gen Z: Strategies to Inspire Interest in Direct Selling Opportunities.” Panelists included industry professionals, young Gen Z business owners, and DSAM’s youth advisor. These discussions provided valuable perspectives on how the industry can better connect with and empower Gen Z, recognizing their unique approach to business and consumer behavior.
Later in the evening, the Outstanding Entrepreneur Awards ceremony was celebrated with awards to over 120 recipients,
including a new category—Gen Z Entrepreneur Award—to acknowledge the significant contributions and breakthroughs achieved by young entrepreneurs from this generation in the direct selling industry.
YBhg. Dato’ Seri Mohd Sayuthi bin Bakar, Secretary General of the Ministry of Domestic Trade and Cost of Living, graciously attended to present the awards, underscoring the government’s support and recognition of entrepreneurial excellence within the industry.
DIGITAL TRANSFORMATION AND GROWTH DEFINE MALAYSIA’S DIRECT SELLING INDUSTRY
AS MALAYSIA SECURES ITS PLACE AMONG THE WORLD’S TOP DIRECT SELLING MARKETS, THE INDUSTRY’S RESILIENCE AND DIGITAL INNOVATION ARE POWERING BOTH ECONOMIC GROWTH AND NEW OPPORTUNITIES FOR MILLIONS.
The Malaysian direct selling industry continues to chart a path of resilience and growth, cementing the nation’s reputation as a global leader in this dynamic sector. According to the World Federation of Direct Selling Associations (WFDSA),
Malaysia now ranks 3rd in the Asia Pacific region and 5th globally, while achieving the distinction of having the highest global market penetration when measured as a percentage of GDP. This underscores not only the industry’s scale but also its unique contribution to the national economy.
Direct Selling Industry Performance (2001-2024)
With its growth trajectory rapidly rising, the industry recorded an annual sales turnover of RM34.4 billion in 2023, which subsequently rose to RM35.0 billion in 2024. This steady year-on-year growth reflects strong consumer confidence and the enduring appeal of direct selling, despite wider economic headwinds.
Source: Ministry of Domestic Trade and Cost of Living
DSAM MEMBER COMPANIES STATISTICS
Product Segmentation (2024)
SALES METHODS (2023-2024)
ORDERING METHODS (2023-2024)
Source: Direct Selling Association of Malaysia (DSAM)
COUNTRY OF ORIGIN (2024)
INDEPENDENT DISTRIBUTORS
No. of Distributors (2024)
2024 GLOBAL ANNUAL DIRECT SELLING STATISTICAL DATA REPORT RANKING OF GLOBAL TRADE SALES
1. USA
2. Germany
3. China
4. Korea
5. Malaysia
6. Japan
7. Brazil
8. France
9. Taiwan
10. India
Asia Pacific
1. China
2. Korea
3. Malaysia
4. Japan
5. Taiwan
Source report by WFDSA
Source: Direct Selling Association of Malaysia (DSAM)
Global Market Penetration in Direct Selling Malaysia Retain as the highest market penetration at 2.42%
Supporting this momentum is a strong distributor base comprising 3.58 million active distributors in 2024, 2underscoring the industry’s ability to provide income opportunities and attract new participants year after year. While the global landscape evolves in terms of sales methods, the direct selling industry’s personto-person selling and online sales remain the cornerstone of its operations, accounting for 40% of sales respectively. The industry has also embraced digital transformation in earnest in recent times. Online and social commerce channels now demonstrate a remarkable shift that speaks to the growing digital literacy of both distributors and consumers. The digital pivot not
NO. OF PERMANENT EMPLOYEES
only enhances efficiency but also broadens market reach, enabling Malaysian companies to compete on a global stage.
Product categories continue to be led by health and wellness, followed by personal care, cosmetics, household goods, and lifestyle products, reflecting both global trends and local demand.
Beyond sales, the direct selling industry plays a vital socio-economic role. It supports millions of distributors, generates employment, contributes to tax revenues, and channels resources into corporate social responsibility initiatives. By blending traditional strengths with modern innovation, Malaysia’s direct selling industry is not only holding its ground—it is setting the pace for others to follow. In building a sustainable economy and community, the direct selling industry has also contributed extensively towards corporate social responsibility (CSR) efforts with cash contributions of RM5.06 million and in-kind donations of RM1.96 million in 2024.
FACILITIES IN MALAYSIA
Source: Direct Selling Association of Malaysia (DSAM)
Source: Direct Selling Association of Malaysia (DSAM)
DSAM ANNUAL DINNER 2024: CELEBRATING SUCCESS, COMMUNITY AND BOLLYWOOD GLAMOUR
DSAM held its annual dinner on 4 October 2024 at the Grand Ballroom of Le Meridien Hotel in Petaling Jaya, Selangor. The highly anticipated event featured the theme ‘All Out Bollywood Fashion’. Attendees rose to the occasion by donning the most glamorous and stunning costumes they could find, embodying the over-the-top, larger-than-life Bollywood image, and more.
“Thank you for coming together to celebrate not just our industry but also the spirit of community that
makes us strong. I believe we can all agree that this evening’s Bollywood theme is a tremendous hit—the energy, the music, and the stunning performances have filled this ballroom with joy,” said Organising Chairman Yong Full Loong, who also serves as the Treasurer of DSAM, in his opening speech. Mr. Yong also thanked all the sponsors, including OlyLife, Coway, Riway, BWL, Enagic, and Club Med, for their generous support and contributions.
BRINGING PEOPLE TOGETHER FOR GREATER SUCCESS
In his welcome speech, DSAM President Zaihan Ariffin said that the direct selling industry empowers entrepreneurship and provides economic opportunities to millions of people worldwide, including in Malaysia. DSAM has played a key role in fostering this success. It has repeatedly proven that the direct selling industry offers
opportunities not only for financial transformation but also for health, community building and relationship development.
“We feel that our strength lies in the partnerships we build, which are deeply felt, fostering inclusivity and synergy between companies and consumers. This foundation has enabled our industry to grow and thrive, even in challenging circumstances and environments,” said En. Zaihan.
In his speech, YB Datuk Armizan Mohd Ali, Minister of Domestic Trade and Cost of Living (Kementerian Perdagangan Dalam Negeri dan Kos Sara Hidup Malaysia, KPDN), said that the performance of Malaysia’s direct selling sector or industry has been truly remarkable. In 2021, the recorded sales value of the direct selling sector stood at RM27.03 billion, and the following year saw an 18.5% increase, reaching RM32.04 billion in 2022.
“Moving forward, DSAM will collaborate with WFDSA to conduct a socioeconomic index survey on direct selling in Malaysia. WFDSA has also announced that DSAM has retained the platinum standard for association management and contributions to the industry, which is the highest standard awarded by WFDSA,” shared En. Zaihan.
ADDRESSING ISSUES PERTAINING TO E-COMMERCE
En. Zaihan also shared the good news that just four days before the annual dinner, Lazada informed DSAM that they had issued a notice to all sellers on their platform on 1 October 2024. The notice informed sellers that they must obtain a Letter of Approval (LOA) to sell direct selling products on the platform. Sellers
CELEBRATING MEMBERS
The night’s festivities were humorous and vibrant, featuring a bestdressed competition where members nominated the most elegantly dressed friends to take the stage. The nominees were paired up and competed in a light-hearted dance battle, with the pair receiving the loudest cheers crowned as the bestdressed man and woman.
were given one and a half months to secure the LOA, failing which their products would be removed from the platform. This achievement marked a significant success for DSAM, and the World Federation of Direct Selling Associations (WFDSA) remarked that it was the first such initiative in the world.
“I have been informed that, as of 1 January to 1 October 2024, the recorded sales value submitted to KPDN has already reached RM29.4 billion, and we have three months more to go. In fact, over the four years from 2020 to 2023, the recorded sales value of the direct selling industry in our country has exceeded RM100 billion, which is highly significant for the national economy,” said YB Datuk Armizan.
KPDN acknowledges the new challenges arising from the growth of e-Commerce. As a result, the ministry is conducting a study on legislation governing e-Commerce, including the Electronic Commerce Act 2006 (Act 658) and the Consumer Protection Act 1999 (Act 599). This study is scheduled for completion by March 2025. Taking into account the issues faced by various stakeholders, including the direct selling industry, the ministry will explore amendments to existing legislation to better regulate e-Commerce.
Another highlight of the evening was a comedy performance by Kavin Jay, a stand-up comedian and former co-host of The REDjam on Red FM. On a mission to challenge stereotypes, Kavin Jay entertained the audience with stories about growing up during the VHS era.
The night would not have been complete without the delicious and sumptuous dinner, which most Malaysian food aficionados would surely have approved of for its delectable delights.
To top it all off, members eagerly awaited as the lucky draw numbers were announced in batches by the VIPs throughout the night. As the event progressed, the value of the prizes steadily increased. The audience gasped with excitement when the grand prize winning number was drawn—a lucky lady won a 4-day, 3-night trip to Club Med Phuket!
The DSAM Annual Dinner 2024 was a resounding success, bringing together industry leaders, members and stakeholders to celebrate the achievements and resilience of the direct selling industry. From the vibrant Bollywood-themed festivities to meaningful updates on industry progress and future initiatives, the event highlighted the unity and innovation driving this sector forward. As DSAM continues to foster collaboration, champion industry standards and adapt to evolving challenges, the future of direct selling in Malaysia looks brighter than ever.
REACHING OUT TO MEMBERS
Building strong bonds with its Members is a top priority for DSAM, and one of the ways the Association achieves this is through regular company visits by the Board.
These visits offer an inside look into each Member’s unique operations and work culture, while also recognising their contributions to both the industry and the community.
More than 20 companies were visited in 2024/2025—an effort that strengthens unity, encourages open communication, and keeps DSAM closely connected to its Members.
ASIA OUTREACH
Regulation and Enforcement of Direct Selling in Shanghai, China
In October 2024, DSAM and KPDN, attended the International Symposium on Regulation and Enforcement of Direct Selling in Shanghai, China, upon the invitation of the State Administration for Market Regulation (SAMR) and the World Federation of Direct Selling Associations (WFDSA). The symposium aimed to provide updates and advance the direct selling industry in China.Representatives from KPDN and DSAM were invited to serve as panel speakers providing Malaysia’s perspectives in addressing critical topics such as government regulations and its role in the direct selling sector, along with the significance of industry associations. This participation highlighted Malaysia’s commitment to fostering international dialogue and collaboration in the direct selling industry.
Dialogue with Ministries from China and Indonesia
In October 2024, the Direct Selling Association Malaysia (DSAM) hosted senior officers from the State Administration for Market Regulation (SAMR) of China and the Ministry of Trade of Indonesia in separate dialogues. Both delegations sought to understand the direct selling landscape in Malaysia, including relevant regulations and best practices. During these discussions, DSAM provided valuable insights into the Malaysian direct selling industry and outlined current initiatives by the association. Additionally, a separate event was held where SAMR representatives engaged in a dialogue with 30 DSAM members interested in expanding their business operations to China, facilitating knowledge exchange and entry requirement into China.
GOVERNMENT RELATIONS
Ministry Collaborates with DSAM on Industry-Relevant Amendments and Future Framework
The Ministry of Domestic Trade and Cost of Living has been actively working in partnership with DSAM to ensure the continued relevance and growth of the direct selling industry. Notably, efforts are underway to amend the Direct Sales and Anti-Pyramid Schemes Act 1993, aligning the legislation with modern industry practices and international standards.
In addition, the Ministry is in the process of drafting the Direct Selling Blueprint V3 – 2026 to 2030, a strategic roadmap designed to propel the industry forward over the coming years.
This comprehensive document aims to strengthen industry regulation, encourage innovation, and elevate Malaysia’s position in the global direct selling landscape.
These two key initiatives are critical for maintaining the industry’s competitiveness, safeguarding participants’ interests, and ensuring compliance with evolving global standards. They represent a strategic drive to future-proof the sector and set a strong foundation for sustainable growth and industry excellence in the years ahead.
Amendments To The Direct Sales And Anti Pyramid Schemes Act 1994
DSAM was involved in the working committee responsible for drafting amendments to the Direct Sales and Anti Pyramid Schemes Act 1993. This initiative, led by the Ministry of Domestic Trade and Cost of Living, aims to address the evolving needs of the direct selling industry both locally and globally, given that the Act has only seen one amendment since 2012. A total of three workshops were conducted, resulting in the completion of a final draft of the amendments, which is now awaiting final approval by the Ministry.
WHY JOIN DSAM AS A MEMBER?
The Direct Selling Association of Malaysia (DSAM) has been the voice of the direct selling industry over the last 47 years. Over the last 5 decades, DSAM has been creating impactful waves of transformation, establishing a robust and dynamic industry landscape to help direct selling industry partners to thrive in their businesses.
Grow your network and meet like-minded industry partners to propel your company to the next level.
Why Become a DSAM Member?
Operated by an independent secretariat. Strict confidentiality is assured.
Platform to raise issues pertaining to the industry to various ministries including MDTCL, Ministry of Health, Personal Data Protection Commission, Human Resource Development Fund, Royal Malaysian Customs Department and others. Entitled to carry the registered DSAM logo, the standard bearer for the direct selling industry.
Monthly meetings with MDTCL to raise specific member-related issues to the Direct Selling Unit. Advisory assistance on a wide range of areas.
Practise a Code of Conduct recognised by the World Federation of Direct Selling Associations (WFDSA) and Ministry of Domestic Trade and Cost of Living (MDTCL). Members will be benchmarked against global standards.
DSAM’s Code of Conduct offers protection for consumers, member companies and independent distributors. Code compliance is overseen by our independent Code Administrator. The code also includes a structured complaint procedure.
Exclusive access to “Members Only” WFDSA and DSAM websites.
Collaboration with top international legal firms and tax consultants, providing the highest level of service to our members in these areas.
Regular CEO luncheons and meetings to discuss issues, exchange views, knowledge and experiences at the highest management level.
Periodic publication on all matters pertaining to the industry plus circulars for instant updates on urgent matters.
DSAM conducts annual surveys and produces an annual industry report, including market size, product segment contribution, and many others. This is to assist our members in planning and forecasting.
Personalised assistance when expanding to ASEAN affiliated markets. And more.
Assistance and referral to
direct selling associations in the world when expanding globally.
Members Directory
27 VENTURE SDN BHD
Tel : 603-8051 7352
Website : www.27group.com.my
III INTERNATIONAL SDN BHD
Tel : 603-2738 7988
Website : https://threeinternational.com
AAA GREENCELL INTERNATIONAL
SDN BHD
Tel : 603-9055 9331
Website : www.aaagreencell.com.my
ACCESS BRAND MANAGEMENT (MALAYSIA) SDN BHD
Website : www.accesscorporate.com
AG NUTRITION INTERNATIONAL SDN BHD
Tel : 603-7802 8381
Website : www.agnutritioninternational.com
AGAPE SUPERIOR LIVING SDN BHD
Tel : 603-2732 5716
Website : www.agapeatp.com
AIIVISION HEALTHCARE SDN BHD
Tel : 603-7931 7662
Website : www.aiivision.com
ALIVE INTERNATIONAL SDN BHD
Tel : 603-2713 4488
Website : www.devie.alive.my
ALWAYS CAN INTERNATIONAL SDN BHD
Tel : 604-431 3696
Website : www.aci2u.com
AMC ALLIED METALCRAFT CORPORATION
SDN BHD
Tel : 603-8081 7223
Website : www.amc.info/en-my
AMERIC CORPORATION SDN BHD
Tel : 604-229 3470
Website : www.americ.com.my
AM LIFE INTERNATIONAL SDN BHD
Tel : 603-8070 7616
Website : www.amlife.com.my
AMARE GLOBAL (M) SDN BHD (Kyani (M) Sdn Bhd)
Tel : 603-9212 3593
Website : www.amareglobal.com
AMWAY (MALAYSIA) SDN BHD
Tel : 603-7946 2129
Website : www.amway.my
ANT BUILDER CONCEPT SDN BHD
Tel : 6013-338 8428
Website : www.abc360go.com
ARDENCE VENTURE SDN BHD
Tel : 6012-288 0180
Website : https://ardence4u.com
ASCEND 1 SDN BHD
Tel : 603-9520 2991
Website : www.ascend135.com
ASEA REDOX MALAYSIA SDN BHD
Tel : 603-2787 3700
Website : www.aseaglobal.com
ASIA HERBAL BIOTECH SDN BHD
Tel : 603-5622 2600
Website : www.ahb2u.com
ATOMY MALAYSIA SDN BHD
Tel : 603-2718 8989
Website : www.atomy.com/my
AVON COSMETICS (M) SDN BHD
Tel : 603-5033 2800
Website : www.shop.avon.my
BE INTERNATIONAL MARKETING SDN BHD
Tel : 603-8605 8500
Website : www.beintl.com
BEST WORLD LIFESTYLE SDN BHD
Tel : 603-9057 1133
Website : my.bwlgroup.com
BIING HAN ENTERPRISE SDN BHD
Tel : 603-2144 1081
Website : www.binghan.com
BIOLIVE (M) SDN BHD
Tel : 603-6150 4561
Website : Biolivemalaysia.com
BLACKDIME INTERNATIONAL HOLDINGS
SDN BHD
Tel : 604-3985095
Website : https://blackdime international.com
BRILLIANT POINT SDN BHD
Tel : 603-4142 0411
Website : www.bpi2u.com.my
CADWARE PIONEER SDN BHD
Tel : 603-9171 6952
Website : www.cw-pioneer.com.my
CHINI ENTERPRISE (M) SDN BHD
Tel : 603-4048 1268
Website : www.chini.com.my
CNI ENTERPRISE (M) SDN BHD
Tel : 603-5569 4000
Website : www.cni.my
CONFORER GLOBAL SDN BHD
Tel : 603-9285 3449
Website : www.conforer2u.com
COSWAY (M) SDN BHD
Tel : 603-2116 2017
Website : www.cosway.com.my
COWAY (MALAYSIA) SDN BHD
Tel : 011-5862 3893
Website : coway-official-malaysia.com
CHUNGHO (M) SDN BHD
Tel : 1800-88-6677
Website : www.chunghomy.com.my
DCR MARKETING SDN BHD
Tel : 603-7832 6103
Website : www.dcr.com.my
DCTI (M) SDN BHD
Tel : 603-6250 0021
Website : www.kyoseiasia.com
DECHO BIO INTERNATIONAL SDN BHD
Tel : 603-5569 8850
Website : www.dechobio.com
DIAMOND INTEREST SDN BHD
Tel : 604-374 4675
Website : www.di2u.com.my
DIJOMAA SDN BHD
Tel : 603-5888 9018
Website : www.dijomaa.com
DND WORLD SDN BHD
Tel : 603-7788 7791
Website : https://dndworld.com/
DOTERRA MALAYSIA SDN BHD
Tel : 603-2633 7800
Website : www.doterra.com
DXN MARKETING SDN BHD
Tel : 603-8680 9861
Website : www.dxn2u.com
EASTERN ECKARE MALAYSIA SDN BHD
Tel : 607-2523 788
Website : https://eckaremy.com/
EDMARK (MALAYSIA) SDN BHD
Tel : 603-8070 2488
Website : www.edmarker.com
EDUTEX TRADING SDN BHD
Tel : 605-313 9988
Website : www.swisspro.com.my
EHARTA MALAYSIA SDN BHD
Tel : 603-5892 1962
Website : www.eharta365.com
ELKEN SDN BHD
Tel : 603-8021 0088
Website : www.elken.com
ENAGIC (MALAYSIA) SDN BHD
Tel : 603-2282 2332
Website : www.enagic.com
ESKAYVIE SDN BHD
Tel : 603-5511 1050
Website : www.eskayvie.com
EXTEND MY NETWORK INT SDN BHD
Tel : 607-5588 276
Website : www.extendglobal.co
FAR COSMETICS SDN BHD
Tel : 603-7932 0480
Website : www.farmasi.my
FELEMENT SDN BHD
Tel : 603-2711 9633
Website : www.felementgroup.com
FITLINE (M) SDN BHD
Tel : 603-8081 6680
Website : www.pm-international.com
FLANTECH ASIA SDN BHD
Tel : 604-537 2200
Website : www.flantechasia.com
FOREVER LIVING PRODUCTS (M) SDN BHD
Tel : 603-9282 0033
Website : www.foreverliving.com
FORLIFE RESEARCH SDN BHD
Tel : 603-7629 6800
Website : malaysia.4life.com
FRONTIER INTERNATIONAL (M) SDN BHD
Tel : 603-7958 8514
Website : frontier2u.com
GANO EXCELL ENTERPRISE SDN BHD
Tel : 604-734 6828
Website : www.ganoexcel.my
GCOOP MALAYSIA SDN BHD
Tel : 603-9212 8128
Website : brand.gcoop.com/ms
GOODARCH TECHNOLOGY SDN BHD
Tel : 603-9054 7589
Website : www.my.goodarch2u.com
GROLIER (MALAYSIA) SDN BHD
Tel : 603-2688 1680
Website : www.grolier-asia.com
HDI NETWORK (M) SDN BHD
Tel : 603-5633 0908
Website : www.my.hdi.com
HEALTHY FUTURES SDN BHD
Tel : 603-7620 6865
Website : www.healthyfutures.com.my
HEALTHY HOMES MARKETING (M) SDN BHD
Tel : 603-9221 2828
Website : www.rainbowsystem.com
HEALTHY WAY (MALAYSIA) SDN BHD
Tel : 603-8656 9999
Website : www.healthyway2u.com
HERBALIFE PRODUCTS MALAYSIA SDN BHD
Tel : 603-2687 3802
Website : www.herbalife.com.my
IBRAHIM GLOBAL GROUP SDN BHD Tel : 609-764 1644
Website : igghq.com.my
I-LINKAGE SDN BHD Tel : 603-2713 1288
Website : www.nutric.com
IMC HEALTHCARE SDN BHD Tel : 6012-374 4098
Website : www.imcbusiness.my
INFINITUS INTERNATIONAL (MALAYSIA) SDN BHD
Tel : 603-8079 1828
Website : www.infinitus.my
INTRIX LIFESTYLE SDN BHD
Tel : 603-7496 6213
Website : www.intrixlifestyle.com
KHIND CUSTOMER SERVICE SDN BHD Tel : 603-7839 2000
Website : www.khind.com.my/
K-LINK INTERNATIONAL SDN BHD Tel : 603-7948 2333
Website : www.k-link.com
KOMSTAR TECHNOLOGY SDN BHD Tel : 603-9212 8131
Website : https://komstar.net/
LG ELECTRONIC (M) SDN BHD Tel : 603-7962 7698
Website : www.lg.com
LIFEWAVE (M) SDN BHD Tel : 603-9771 0535
Website : www.lifewave.com
LUXOR NETWORK SDN BHD Tel : 603-7681 2233
Website : www.luxornetwork.com.my
M INTERNATIONAL SDN BHD Tel : 603-9771 0535
Website : m.international
MANAMANA INTERNATIONAL SDN BHD Tel : 603-9054 4361
Website : www.manamanamall.com
MARKET MALAYSIA SHOP SDN BHD Tel : 603-2289 3399
Website : www.marketamerica.com
MARY KAY (MALAYSIA) SDN BHD
Tel : 603-:2789 9088
Website : www.marykay.com.my
MAX HEALTH & LIVING WORLDWIDE (MALAYSIA) SDN BHD
Tel : 603-7624 9886
Website : mymaxoffice.com
MAX PINE INTERNATIONAL HOLDINGS
SDN BHD
Tel : 604-501 9185
Website : www.maxpineinternational.com
MDDCONNECT HOLDINGS SDN BHD
Tel : 603-2710 5767
Website : www.mddermatics.com
MEIZIYA INTERNATIONAL SDN BHD
Tel : 605-2410 871
Website : www.meiziya.com/my
MOI WORLDWIDE SDN BHD
Tel : 603-3169 3000
Website : www.moigroup.com
MOVON SDN BHD
Tel : 1800-281-182
Website : www.movon.com.my
NATURAL HEALTH FARM MARKETING (M)
SDN BHD
Tel : 603-5569 3721
Website : www.nhf.com.my
NEFFUL (MALAYSIA) SDN BHD
Tel : 603-2031 1177
Website : www.nefful.com.my
NEUMORE SDN BHD
Tel : 6012-423 6818
Website : www.neumore.com
NEW U LIFE MALAYSIA SDN BHD
Tel : 1800-813-460
Website : www.newulife.com
NHTC WELLNESS PRODUCTS MALAYSIA
SDN BHD
Tel : 603-2703 1030
Website : www.malaysia-en.nhtglobal.com/
NOVA LIFE MARKETING SDN BHD
Tel : 603-3141 1115
Website : eterner.my
NU SKIN (MALAYSIA) SDN BHD
Tel : 603-2779 4900
Website : www.nuskin.com
NURRAYSA GLOBAL SDN BHD.
Tel : 609-5701 212
Website : www.nurraysa.com
N.Z. NEW IMAGE SDN BHD
Tel : 603-7940 3688
Website : www.newimage.asia
OASIS SWISS SDN BHD
Tel : 603-8322 6571
Website : https://oasishome.com.my/
ODC INTERNATIONAL (M) SDN BHD
Tel : 603-7932 3338
Website : www.e-odc.com
OLYLIFE INTERNATIONAL SDN BHD
Tel : 603-4812 6591
Website : https://olylife.com.my/
OMX NUTRITION SDN BHD
Tel : 603-8025 9101
Website : www.omx.com.my
OPTIMO INTERNATIONAL SDN BHD
Tel : 603-5192 1989
Website : www.optimo.my
OMNI AAA (M) SDN BHD
Tel : 603-6207 9811
Website : www.omniaaa.com
ODO SDN BHD
Tel : 606-3121 199
Website : www.odo4u.com
O2O QR PANPAY HOLDINGS SDN BHD
Tel : 016-704 3159
Website : https://panpay.asia/
PARTNERCO (M) SDN BHD
(Morinda Malaysia Sdn Bhd)
Tel : 603-8655 1198
Website : https://partner.co/
PERFECT PENTAGON SDN BHD
Tel : 603-7620 3800
Website : www.perfect100.com.my
PERSONAL COLLECTION SDN BHD
Tel : 014-6818 672
Website : www.personalcollection.com.my
PHHP MARKETING (M) SDN BHD
Tel : 607-861 9889
Website : http://www.phhp.com.my
PLUS XNERGY MICRO SDN BHD
Tel : 603-8993 9050
Website : https://www.plusxnergy.com/
PURE N FRESH MARKETING SDN BHD
Tel : 604-730 1729
Website : www.purenfresh.com.my
QNET (M) SDN BHD
Tel : 603-7967 9888
Website : www.qnet.net.my
RETURN LEGACY SDN BHD
Tel : 603-6144 6399
Website : www.returnlegacy.com.my
REVELL SDN BHD
Tel : 603-4021 3800
Website : www.revellglobal.com
RICHNERGY INTERNATIONAL SDN BHD
Tel : 603-7802 9003
Website : www.richlegacy2u.com
RIMAN MALAYSIA SDN BHD
Tel : 603-7800 0923
Website : https://mall.riman.com/
RIWAY (MALAYSIA) SDN BHD
Tel : 603-7734 5939
Website : www.riway.com
SACHAWAY SDN BHD
Tel : 607-558 2188
Website : www.inchaway.my
SAHAJIDAH HAI-O MARKETING SDN BHD
Tel : 603-3348 8588
Website : www.shom.com.my
SHAKLEE PRODUCTS (MALAYSIA) SDN BHD
Tel : 603-5622 3188
Website : www.shaklee.com.my
SHUANG HOR ENTERPRISE (M) SDN BHD
Tel : 603-6275 8818
Website : www.shuanghor.com.my
SIANG HIN NETWORK SDN BHD
Tel : 603-7960 7322
Website : www.grandsun.com.tw/en
SINGER (MALAYSIA) SDN BHD
Tel : 603-7985 9118
Website : www.singer.com.my
SK INTELLIX MALAYSIA SDN BHD
Tel : 603-2716 6399
Website : www.skmagic.com.my
SUNRIDER INTERNATIONAL (MALAYSIA)
SDN BHD
Tel : 603-4253 3266
Website : www.sunrider.com.my
SUPERLIFE WORLD SDN BHD
Tel : 603-9202 6566
Website : www.superlifeworld.com
STEMEY (MALAYSIA) SDN BHD
Tel : 603-2300 0863
Website : www.stemeyglobal.com/my
STOLLE (M) SDN BHD
Tel : 603-2856 3678
Website : www.stolle.com.my
SWISDERM INTERNATIONAL (M) SDN BHD
Tel : 603-5879 8544
Website : www.swisderm.com
SYNERGY WORLDWIDE MARKETING
SDN BHD
Tel : 603-7710 8228
Website : www.synergyworldwide.com
TDC HOLDINGS SDN BHD
Tel : 6011-3152 3118
Website : www.tdchb.com
THANKS AI SALES & MARKETING SDN BHD
Tel : 603-7932 1613
Website : www.thanksai.my
TOTALIFE (M) SDN BHD
Tel : 603-6144 0528
Website : www.totalifeglobal.com
TOTAL LIFE RENEW (M) SDN BHD
Tel : 603-8703 2020
Website : www.totalliferenew.com
TOTAL REACH MARKETING SDN BHD (New Life)
Tel : 6088-246 404
Website : www.newlife.my
TRUE MIX SDN BHD
Tel : 603-7804 9326
Website : www.thermomix.com.my
TUPPERWARE BRANDS MALAYSIA
SDN BHD
Tel : 016-6278 620
Website : www.tupperwarebrands.com.my
UGS NETWORK SERVICE (M) SDN BHD
Tel : 603-5879 1586
Website : www.ugsnetwork.com.my
UHS ESSENTIAL HEALTH (MALAYSIA) SDN BHD
Tel : 603-2246 0800
Website : www.usana.com
UNICITY MALAYSIA SDN BHD
Tel : 603-4816 7699
Website : https://www.unicity.com/
VICTORY FOREST COMMERCIAL SDN BHD
Tel : 019-255 2924
Website : https://visionary.future.top/
VII NUTRITION SDN BHD
Tel : 603-9766 5388
Website : www.viinutrition.com
VING VOIZ SDN BHD
Tel : 603-8993 9911
V SWISS SDN BHD
Tel : 018-780 8889
Website : www.v-swiss.com
VOLTEN ASIAEMALL SDN BHD
Tel : 603-5524 7746
Website : www.asiaemall.com
VORWERK MALAYSIA ENTERPRISE
SDN BHD
Tel : 603-2166 0085
Website : Vorwerk.com.my
WEALTHY PENTAGON SDN BHD
Tel : 603-2280 0068
Website : www.easecoxgroup.com
W MYTHS INTERNATIONAL HOLDINGS SDN BHD
Tel : 604-502 2270
Website : www.wmyths.com
YES GLOBAL MARKETING SDN BHD Tel : 603-4812 5890
Website : www.yes.global
YI JIA INTERNATIONAL SDN BHD Tel : 603-8052 5933
Website : www.yjgroup.com
YMR INTERNATIONAL MARKETING SDN BHD
Tel : 609-844 2775
Website : www.ymr2u.net
YOUNG LIVING (MALAYSIA) SDN BHD Tel : 603-2714 8714
Website : www.youngliving.com
YUVLIFE INTERNATIONAL SDN BHD Tel : 6012-2339 586
ZHULIAN MARKETING (M) SDN BHD
Tel : 604-641 3020
Website : www.zhulian.com.my
ZINZINO MALAYSIA SDN BHD Tel : 603-7955 2222
Website : www.zinzino.com/site/MY
AGM 2025: SUCCESSFUL ELECTIONS AND NEW BOARD FORMATION
The DSAM Annual General Meeting (AGM) 2025 was successfully held on 14th May 2025. As a pivotal event in the industry calendar, this year’s AGM convened members to review
the past year’s achievements and discuss strategic initiatives moving forward.
Being an election year, the AGM featured a transparent and orderly nomination and voting process for the new Board of Directors for 2025-2027. The election proceeded smoothly, reflecting the strong engagement and unity within the industry. The newly elected Board members will steer the association’s activities, support member interests, and further promote the growth of the direct selling industry in the coming years.
The successful conduct of the AGM and elections reaffirms the DSAM’s commitment to good governance, transparency, and continued development. The association looks forward to a dynamic term ahead, working collaboratively to elevate the industry’s standards and ensure sustainable growth.
DSAM’S CODE ADMINISTRATOR COMPLIANCE VISITS TO MEMBER COMPANIES
Tan Sri Dr. Noor Hisham Abdullah, DSAM’s Independent Code Administrator, has been actively conducting his periodic Code Compliance visits to member companies. These visits are part of DSAM’s ongoing commitment to uphold the integrity of the industry and ensure adherence to the industry’s Code of Conduct.
DSAM’s Code of Conduct, endorsed by the Ministry of Domestic Trade and Cost of Living and exceeds the standards set by the World Federation of Direct Selling Associations (WFDSA), is built on four core principles designed to foster a fair, transparent, and ethical industry ecosystem:
• Conduct for the Protection of Consumers
• Conduct Towards Direct Sellers
• Conduct Between Companies
• Code Enforcement
Through these Compliance visits, Tan Sri Dr. Noor Hisham Abdullah reviews compliance, provides guidance on best practices, and emphasizes the importance of maintaining high standards within the industry. This proactive approach helps ensure that member companies uphold the principles of trust, fairness, and accountability in all their operations.
EMPOWERING GROWTH, INSPIRING LIVES
FROM ITS BEGINNINGS IN SINGAPORE TO BECOMING ONE OF MALAYSIA’S MOST DYNAMIC DIRECT SELLING NAMES, RIWAY INTERNATIONAL CONTINUES TO CHAMPION INTEGRITY, INNOVATION, AND PURPOSE – EMPOWERING INDIVIDUALS TO ACHIEVE MORE IN LIFE AND BUSINESS.
Founded in Singapore in 2008, RIWAY International quickly recognised Malaysia’s potential as a thriving hub for direct selling.
Within the same year, the company established its presence here, supported by the country’s strong business environment and the guidance of the Direct Selling Association of Malaysia (DSAM).
What began as a small regional expansion has evolved into one of RIWAY’s most significant success stories.
Malaysia remains a cornerstone market, reflecting both the nation’s entrepreneurial spirit and the company’s commitment to sustainable, value-driven growth.
RIWAY’s identity is built on six enduring principles – Financial Goal, Health Goal, Social Goal,
Family Goal, Mental Goal, and Spiritual Goal.
These core values guide every aspect of its operations, shaping a culture that encourages personal development, ethical leadership, and collective progress.
Through this philosophy, the company has established itself not merely as a business, but as a movement dedicated to improving lives.
STRENGTH THROUGH ADAPTABILITY
Breaking into an established industry demanded both perseverance and innovation.
As a young company, RIWAY faced the challenge of earning trust from consumers and stakeholders.
Rather than competing on scale, it focused on refining its systems, strengthening compliance, and delivering consistent results.
This disciplined approach built credibility and resilience, helping the company navigate market fluctuations and the uncertainties brought by the pandemic years. The experience reinforced RIWAY’s belief that adaptability and integrity must go hand in hand.
The company’s growth today rests on four pillars: uncompromising product quality, empowerment of people, strict adherence to ethical standards, and the adoption of digital technologies.
From virtual training platforms to customer engagement tools, technology has become central to the RIWAY experience, ensuring efficiency, transparency, and lasting trust.
By integrating innovation with human connection, RIWAY
The Blueprint RIWAY (M) SDN BHD
Founded: 2008
Headquarters: Shah Alam, Selangor
Key Industry/Specialty: Health
Supplement and Cosmetic
Number of Employees: Around 100
Biggest Innovation: PURTIER
Future Plans: Further international expansion and strengthened digital platforms
Website/Social Media: https://web.riway.com
continues to create a positive impact that extends beyond commerce – fostering stronger teams, more confident entrepreneurs, and healthier communities.
DRIVEN BY PURPOSE
RIWAY’s role in Malaysia’s direct selling ecosystem extends beyond commercial success. Through its long-standing collaboration with DSAM, the company contributes to shaping a more transparent and responsible industry.
Regular engagement in seminars, initiatives, and community programmes reinforces its commitment to high standards and ethical growth across the sector.
As the company looks ahead, expansion into new international markets, forms part of its next chapter.
Equally important is the ongoing enhancement of its digital infrastructure, designed to create seamless, technology-enabled experiences for distributors and customers alike.
Yet despite its global ambitions, RIWAY remains deeply anchored in Malaysia – the market that nurtured its early success and continues to reflect its principles of unity, progress, and purpose.
Its journey embodies a simple but enduring truth: growth built on integrity creates impact that lasts.
CONNECTING LEADERS OVER LUNCH
Quarterly CEOs Luncheon Continues to Foster Industry Connections
The DSAM quarterly CEOs Luncheon once again brought together CEOs and company leaders within the direct selling industry. This exclusive event provided a valuable platform for networking, discussion, and sharing insights among top industry executives. Attendees seized the opportunity to strengthen collaboration, explore new business prospects, and discuss
industry trends in a relaxed and conducive environment. The luncheon remains a cornerstone of industry engagement, promoting unity and strategic partnerships among key players.
As the industry continues to evolve, these gatherings play a vital role in fostering leadership, innovation, and collective growth. The association looks forward to ongoing participation and collaboration among its CEO members in future sessions.
Merdeka CEOs Luncheon.
DSAM AND MEMBERS SHOWCASE MALAYSIAN PRODUCTS AT WORLD EXPO 2025 IN OSAKA
Upon invitation from the Ministry of Domestic Trade and Cost of Living (KPDN), DSAM together with six distinguished member companies, participated in the World Expo 2025 held in Osaka, Japan, from 25th to 31st May 2025.
The six participating companies—AG Nutrition, CNI, Cosway., Heathy Way, OMX, and Zhulian displayed a diverse range of Made-in-Malaysia products,
providing an excellent platform to showcase the nation’s Direct Selling manufacturing excellence and innovation. The exhibition offered a valuable opportunity to highlight the economic contributions of Malaysia’s Direct Selling industry, which continues to play a vital role in driving economic growth and creating employment opportunities across the country.
In addition to the exhibition, DSAM organized visits to member
companies with operations in Osaka, including major industry players such as Amway and Enagic.
The event not only strengthened Malaysia’s presence on the international trade stage but also fostered new collaborations and networking opportunities. DSAM remains committed to promoting Malaysian products and supporting its members in expanding their global footprint.
GLOBAL RECOGNITION
DSAM RETAINS WFDSA PLATINUM RANKING
DSAM has once again achieved the prestigious WFDSA Platinum ranking for 2024/2025—marking yet another milestone in its commitment to excellence.
This is the highest standard awarded by the World Federation of Direct Selling Associations, recognising associations that demonstrate exceptional governance, operations, and industry leadership.
The recognition underscores DSAM’s proactive role in tackling industry challenges while setting benchmarks for direct selling associations worldwide.
MALAYSIA’S STANDING ON THE WORLD STAGE
Malaysia continues to shine in the global direct selling landscape, ranking 3th in Asia Pacific and 5th worldwide.
Even more impressively, Malaysia recorded the highest global market penetration in direct selling—calculated as a share of GDP—among 63 countries.
This achievement reflects not only the strength of Malaysia’s direct selling market but also its ability to remain competitive and relevant on a global scale.
VOICE OF THE DIRECT SELLING INDUSTRY
DIRECT SELLER MALAYSIA
Direct Seller Malaysia is the official publication of the Direct Selling Association of Malaysia (DSAM) which was founded in 1978. The national trade association promotes the direct selling industry at both national and international level. With a membership of 145 companies in the country, DSAM is the official voice of the industry, and in accentuating the industry’s professional image and presence locally as well as globally. It works closely with the Ministry of Finance, Ministry of Health, Ministry of Domestic Trade and Cost of Living and other government bodies and trade associations to achieve the common goals.
Malaysia ranks 5th among the direct selling markets in the world and 3rd in Asia Pacific, according to the World Federation of Direct Selling Associations (WFDSA). The 2023 projected industry sales turnover provided by the Ministry of Domestic Trade and Cost of Living is RM34.4 billion.
Direct Seller Malaysia publication is mainly to serve the needs of the dynamic direct selling industry in the country and to voice the concerns and needs of the industry.
of companies
• Relevant Ministries and Government Agencies
• Distributed at DSAM events
• Independent distributors • Consumers
• Sold in all leading bookshops nationwide
