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The direct selling industry in Malaysia generates over RM18 billion annually, with more than 350 registered companies contributing to this thriving sector. Nu Skin has established itself as a major player, offering consumers a range of innovative products through a global network of Sales Leaders. The company’s Pharmanex brand has earned recognition as the number one Weight Management and Wellbeing Brand in Malaysia by Euromonitor for two consecutive years.
Leadership and Vision of Cheong Fuit Foo
Cheong Fuit Foo, General Manager of Nu Skin Malaysia, brings 31 years of experience in the direct selling industry. A graduate of the University of Malaya with a BA in Economics, he attributes his leadership values to his upbringing, particularly the integrity and responsibility instilled by his mother. He draws inspiration from Nu Skin’s founders, Blake M. Roney, Sandie N. Tillotson, and Steve J. Lund, admiring their vision and growth mindset.
Cheong believes that leadership is not a one-size-fits-all approach. His ability to adapt his leadership style to different circumstances has been instrumental in Nu Skin’s success. In the company’s early stages, he adopted a hands-on and authoritative management approach to guide inexperienced staff. As the organization matured, he transitioned to an empowerment-driven leadership style, recognizing the high caliber of Nu Skin’s distributors, many of whom are professionals and successful business leaders.
Employee Engagement and Workplace Recognition
Cheong emphasizes the importance of engaging with employees beyond delegating responsibilities to the HR department. He believes that leaders should personally connect with their staff, providing assurance and support whenever needed. Nu Skin’s commitment to fostering a positive work environment has earned it recognition as one of the best places to work by Direct Selling News for four consecutive years. Additionally, the company ranks seventh on the DSN Global 100 list of top revenue-generating direct selling companies.
Overcoming Challenges and Driving Growth
One of the most challenging periods for Nu Skin was its phase of hyper-growth, where the company doubled its size every two years for four consecutive cycles. Scaling infrastructure and training staff to meet the demands of rapid expansion posed significant challenges. However, Cheong highlights that perseverance and strategic thinking made it possible to navigate these obstacles. His experience during this period reinforced his belief in the power of determination, building a resilient “never give up” mentality within the organization.
Through adaptability, strong leadership, and a focus on both employee engagement and business growth, Nu Skin continues to solidify its position as a leader in Malaysia’s direct selling industry.
