About Us

DSAM functions at the societal level to create and maintain an environment that is conductive to the growth and stability of the direct selling industry in Malaysia

To this end, we were established in 1978 as a national trade association aimed at promoting the direct selling industry on a national and international level, as well as act as the de facto voice of the industry. The association is led by a President and Vice-President and 7 committee members, all of whom are elected by our member companies.

Over the years, we are pleased to have contributed to the industry’s professional image and presence on both the local and global arenas. In addition to the cooperation extended by our member companies, we work closely with theMinistry of Domestic Trade, Co-operatives & Consumerism,Ministry of Finance,Ministry of Health, other government bodies and trade associations to achieve our common aspirations.

DSAM Code of Conduct is an example of self-regulation. It is a strict and effective code of conduct implemented worldwide, and endorsed by theMinistry of Domestic Trade, Co-operatives & Consumerism.

We have organized seminars, conferences and meetings on an annual basis among our members, as well as participated in world conferences organized by the World Federation of Direct Selling Associations. Our newsletters, “Monthly Updates From the Secretariat” and the “DSAM News”, acts as the medium to communicate the industry’s role in the nation’s economy, while updating our members on activities, conferences and the inclusion of new members.

DSAM believes in business without borders and that direct selling is a source of empowerment for people all over the world. To this end, we are a member of theWorld Federation of Direct Selling Associations (WFDSA), a federation of national Direct Selling Associations (DSA’s) all over the world that subscribes to ethical business practices.

As the country’s bearer of ethical direct selling, our mission is to support direct selling companies in the areas of governance, education, communications, consumer protection and ethics. We are committed to representing and ensuring an environment conductive to the dynamic growth of the direct selling industry in Malaysia, ultimately achieving a world-class industry and a position amongst the world’s top direct selling nations.

DSAM aims to help realize the full potential of the direct selling industry in today’s world economic climate. Direct Selling companies can make a difference in people’s lives and DSAM is committed to ensuring a high performance standards of its member companies. Our objectives are:

  • To foster, promote and protect the method of merchandise distribution and servicing in which its members are engaged
  • To foster favorable public relations and present the views of its members to governmental bodies and consumer groups
  • To co-operate with governmental bodies in respect of matters relating to the methods of production, marketing and servicing employed by its members
  • To promote a high standard of merchandising and servicing
  • To co-operate with other registered organizations and groups having similar objectives
  • To collect and disseminate information and data pertinent to the affairs of the members
  • To meet the collective needs of member companies and to do so always in the public interest



President:Datuk Tan Chong Guan
Executive Director
Vice President of Asia
Forever Living Products (M) Sdn Bhd
Vice-President:David Cheong
General Manager
Nu Skin Malaysia & Brunei
Honorary Secretary:Khairuddin Bin Yahya
Legal Director & Company Secretary
Avon Cosmetics (M) Sdn Bhd
Treasurer:Khor Lee Fan
General Manager
Mary Kay (Malaysia) Sdn Bhd
Board Member:Sam Cheong
CNI Enterprise (M) Sdn Bhd
Board Member:Winston Chen
PHHP Marketing (M) Sdn Bhd
Board Member:Tham Yoke Lon
General Manager
Sahajidah Hai-O Marketing Sdn Bhd
Board Member:Mohamad Zaihan Mohamed Ariffin
Head of Corporate & Government Affairs
Amway (Malaysia) Sdn Bhd
Board Member:Fiona Khoo
Group Legal & Secretarial – Head
Elken Sdn Bhd