Best World International

What Best World International does

Best World International is a Singapore-headquartered group founded in 1990 by Dr. Dora Hoan and Dr. Doreen Tan, publicly listed on the Singapore Exchange and operating across 27 markets with customers served in over 70 countries across Asia, Oceania, the Middle East, North America, and Europe. The company develops, manufactures, and distributes a portfolio of premium skin care, personal care, beauty, health, and wellness brands — DR's Secret (skincare), Avance (nutritional supplements), Pentalab, Optrimax, Miraglo, and Foodphilo — alongside the Margaret Dabbs London manicure and pedicure treatment clinic chain acquired via 59.9%-owned Pedal Pulses Limited. Manufacturing is anchored by a SGD 88 million Industry 4.0 facility in Tuas, Singapore (7,307 sqm, operational since Q3 2022) and a production site in Hangzhou, China.

The group's go-to-market combines a proprietary BWL direct-selling network of 16 regional centres, 45 franchisee lifestyle centres (生活館) in China, company-operated online stores, regional wholesale distribution, and the Margaret Dabbs clinic channel. Revenue is generated through product sales, franchise fees/royalties, and contract manufacturing services, with the BWL distributor network serving as the core commercial engine and an entrepreneurial platform embedded into the company's stated mission. Average order processing is 12 hours with 4-day international delivery from online stores.

Technology and innovation investment includes a 12.5% stake in Celligenics (an A*STAR biotech spin-off developing regenerative stem cell extracts with a 33% improvement in wound closure demonstrated in partnership with NTU Singapore and SRIS), Industry 4.0 manufacturing automation, and a recently launched AI-powered Skin Studio AI personalization engine delivered via a partnership with Revieve and rolled out to Malaysia and Indonesia in 2025. The group also holds certifications including ISO 9001, ISO 14001, MUI Halal, GOED, IFOS, Cyber Trust Mark, and Data Protection Trustmark, and has been listed on the DSN Global 100 for five consecutive years and named a Great Place to Work for four consecutive years.

Name

Best World International

Legal name

Best World International Ltd.

Website

https://bestworld.com.sg

Company type

Public

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Best World International is a Singapore-headquartered developer, manufacturer, and distributor of premium skin care, personal care, beauty, health, and wellness brands (including DR's Secret, Avance, and Margaret Dabbs London), serving consumers across 27 markets via direct-selling, franchise, e-commerce, and clinic channels.

Ownership category

akta.pro rank

Product category

Premium Skincare & Wellness Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industry

Beauty-From-Within (Collagen, Biotin, Skin/Hair/Nails) (CRADAGAH)

Keywords

• Skin care products
• Personal care brands
• Nutritional supplements
• Direct selling network
• Wellness products

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices20 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Best World International generates revenue through the development, manufacture and distribution of premium skin care, personal care, beauty, health and wellness brands. Products are distributed globally through direct-selling network (BWL), franchise operations, e-commerce, and retail channels.
2. Franchise Revenue: The company operates franchise networks with 45 franchisees in China operating 'lifestyle centres' (生活馆), generating franchise fees and royalties.
3. Manufacturing Services: Best World Lifestyle Pte. Ltd. (Innovations & Manufacturing) provides manufacturing services, including GMP-certified production facilities for the company's own brands and potentially third parties.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Best World International develops, manufactures, and distributes a portfolio of premium skin care, personal care, beauty, health, and wellness brands (DR's Secret, Avance, Pentalab, Optrimax, Miraglo, Foodphilo, Margaret Dabbs London). The group runs its own Industry 4.0 manufacturing facility in Singapore, a proprietary BWL direct-selling network across 27 markets, 45 franchise lifestyle centres in China, company online stores, and Margaret Dabbs London clinics.

Product overview

Best World International is a Singapore-headquartered company specializing in the development, manufacture, and distribution of premium skin care, personal care, beauty, health, and wellness brands. The company operates through multiple brand portfolio including DR's Secret (skincare), Avance (nutritional supplements), Pentalab, Optrimax, Miraglo, and Foodphilo, along with Margaret Dabbs London (manicure/pedicure clinics). The company also operates BWL Innovation & Manufacturing, an Industry 4.0 production facility in Singapore, and holds a stake in Celligenics, a biotech company developing regenerative stem cell technologies. Distribution occurs through direct-selling networks (BWL), franchise stores in China, retail brands, and online stores across 27 markets globally.

Differentiator

Problem solved

Functional benefit

Brands

• DR's Secret: Premium skincare brand
• Avance
• Pentalab
• Optrimax
• Miraglo
• Foodphilo
• Margaret Dabbs
• Celligenics

Products and services

• DR's Secret (Skincare Brand) Premium skincare brand offering innovative biotech- and stem-cell-enabled skin care solutions (e.g., Revitalizing Essence, Intensive Moisturizing Essence 10, Revitalizing Eye Cream) for consumers seeking high-end facial care. Manufactured at the SGD 88 million BWL Innovation & Manufacturing facility in Singapore.
• Avance (Nutritional Supplements Brand) Leading Singapore nutritional supplement brand offering products including GOED- and IFOS-certified Pure Fish Oil and Smart Fish Oil (New Generation), probiotics and other health and wellness supplements for daily nutritional support.
• Pentalab (Personal Care Brand) Personal care brand offering health and wellness products for daily personal care needs, distributed through the BWL network.
• Optrimax (Nutritional Supplements Brand) Health and wellness brand focusing on weight management and nutritional supplements, distributed through the BWL direct-selling network.
• Miraglo (Skincare Brand) Premium skincare brand offering products for skin health and beauty, sold through BWL direct-selling channels.
• Foodphilo (Nutritional Supplements Brand) Nutritional supplement brand focused on health food and wellness products, distributed through the BWL network.
• Margaret Dabbs London (Manicure & Pedicure Treatment Clinics) Professional manicure and pedicure treatment clinic brand operating 16 clinics across the UK (Marylebone, Liberty London, John Lewis & Partners White City, Notting Hill, Harrods, Cheltenham, Harrogate, Alderley Edge, Guildford, Richmond, Glasgow), Spain (A Coruña), Dubai, and Abu Dhabi, plus a partnership at St. Regis Spa Singapore. Operated through subsidiary Pedal Pulses Limited (59.9% owned by Best World).
• Skin Studio AI (AI-Powered Personalized Skincare Experience) AI-powered personalized skin care experience developed in partnership with Revieve, offering digital-first skin analysis and product recommendations to DR's Secret customers. Rolled out initially in Southeast Asia (Malaysia and Indonesia).

Quantifiable outcome

• Wound closure improvement of 33% using Celligenics regenerative extract
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, minor and moderate.

• RevievecoreTechnology or Integration · 5 November 2025DR's Secret and Revieve are expanding the AI-powered Skin Studio AI experience into Malaysia and Indonesia to meet rising consumer demand for personalized skin care and digital-first solutions in Southeast Asia. Revieve provides AI-powered skin analysis technology enabling personalized product recommendations.
• Tzu Chi Foundation SingaporeminorGTM or Marketing Partner · 24 July 2025Best World participated in the 2025 SYNC. Festival organized by Tzu Chi Foundation Singapore, which focuses on 'sustainable well-being' connecting environmental protection with personal health and wellness.
• EDP Renewables APACminorOthers · 6 January 2025Best World partnered with EDP Renewables APAC to install solar photovoltaic systems at the BWL Innovation & Manufacturing production facility, representing a step towards sustainable manufacturing.
• Celligenics Pte. Ltd.moderateStrategic or Co-development Partner · 29 September 2021Celligenics is an associate company (12.5% ownership) developing proprietary stem cell technology. Best World entered a share subscription agreement in 2019 to develop cosmetic active ingredients for future products. Celligenics partnered with NTU Singapore and SRIS to develop therapies for chronic wounds using regenerative extracts.
• Pedal Pulses LimitedmoderateOthersBest World owns 59.9% of Pedal Pulses Limited, a UK-based company operating Margaret Dabbs London foot clinics. The company manages 16 professional manicure and pedicure clinics across UK, Spain, UAE and has partnerships including with St. Regis Spa Singapore.
• Nanyang Technological University Singapore (NTU Singapore)minorStrategic or Co-development PartnerNTU Singapore partnered with Celligenics and Skin Research Institute of Singapore to develop therapies for chronic wounds. The project received Skin Innovation Grant funding.
• Skin Research Institute of Singapore (SRIS)minorStrategic or Co-development PartnerSRIS partnered with Celligenics and NTU Singapore to develop therapies for chronic wounds such as diabetic ulcers and bed sores, aiming to accelerate wound healing by 33%.
• National University of Singapore (NUS)minorStrategic or Co-development PartnerAvance contributed to the George and Jennifer Yeo Professorship in Paediatric Oncology established by NUS Yong Loo Lin School of Medicine, supporting research to improve cure rates for children with cancer.
• St. Regis Spa SingaporeminorOthersMargaret Dabbs London partnered with St. Regis Spa Singapore to launch an exclusive foot health studio at the hotel's spa.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Nu Skin Enterprises: NYSE-listed direct-selling peer with overlapping personal care, skincare and nutritional supplements portfolio, distributed through a global MLM network across Asia-Pacific. Operates anti-aging skincare (ageLOC) similar to Best World's DR's Secret positioning.
• Oriflame Cosmetics: Swiss-based direct-selling beauty company with broad skincare, personal care and wellness catalogue distributed via independent consultants globally, including significant Asia presence. Highly comparable go-to-market and product mix.
• Herbalife Nutrition: Global direct-selling peer focused on nutritional supplements, meal replacements and wellness products distributed through independent distributors. Overlaps with Best World's Avance nutritional supplement brand.

Broad incumbents

• Amorepacific: Large Korean beauty conglomerate with premium skincare brands (Sulwhasoo, Laneige) and global retail distribution. Competes in the same Asian premium skincare category as DR's Secret but uses traditional retail rather than direct selling.
• Amway: World's largest direct-selling company with extensive nutrition (Nutrilite), beauty (Artistry) and home care lines distributed globally through MLM. Comparable direct-selling model and Asia-Pacific footprint.
• Mary Kay Inc. Iconic US-based direct-selling beauty company with skincare, colour cosmetics and fragrance. Uses the same consultant-based sales model as Best World's BWL network and overlaps in skincare category.
• LG Household & Health Care: Major Korean household and personal care conglomerate with premium cosmetics (Whoo, Su:m37°) and oral care brands. Competes in Asian premium skincare and personal care retail.

Regional players

• Pola Orbis Holdings: Japanese beauty group focused on premium skincare (POLA, Orbis, H2O+) primarily serving Japan and select Asia markets. Comparable premium skincare positioning in Asia, but distributed via traditional retail rather than direct selling.
• Fancl Corporation: Japanese skincare and supplement company focused on additive-free (clean) cosmetics and nutritional supplements. Comparable portfolio mix across skincare + supplements, but Japan-centric.

Emerging players

• Jeunesse Global: US-based direct-selling company with anti-aging skincare (Luminesce) and wellness products distributed via MLM globally. Smaller scale than Nu Skin but comparable business model and product overlap with Best World.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/best-world-international-ltd

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries19 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Best World International