(From left to right) Peter Luke, Chief Financial Officer, Mattias Mildenborn, Chief Executive Officer, Elena Khoo, Chief Marketing Officer, and Ben Bredenkamp, Group Chief Information Officer, make up QNET’s new leadership team.
Hong Kong, 17 Aug 2026 – QNET, a global lifestyle and wellness direct-selling company, has announced a new executive leadership team to drive its next phase of transformation and growth.
The appointments bring together experienced leaders from the direct-selling, consumer goods, beauty, wellness, finance and technology sectors. Collectively, the team will lead QNET’s efforts to modernise its operations, strengthen its product portfolio, enhance the experience of customers and Independent Distributors and prepare the company for a future increasingly shaped by technology, artificial intelligence and changing consumer expectations.
The appointments reflect a deliberate investment in strengthening the leadership and organisational capabilities needed to drive innovation, operational excellence and sustainable long-term growth.
The new leadership team comprises:
● Mattias Mildenborn, Chief Executive Officer: Brings more than two decades of international sales and executive leadership in the direct-selling industry.
● Elena Khoo, Chief Marketing Officer: Brings more than 20 years of brand and marketing leadership across global consumer goods and beauty companies including L’Oréal, LVMH, Shiseido and Tupperware.
● Peter Luke, Chief Financial Officer: Brings more than 30 years of global financial management and commercial strategy experience, including senior roles at Herbalife and Avon.
● Ben Bredenkamp, Group Chief Information Officer: Brings technology leadership experience from Herbalife and Mercedes-Benz and will lead QNET’s enterprise technology modernisation and responsible integration of artificial intelligence across the business.
These appointments also mark an important milestone in QNET’s evolution as the company positions itself to serve a new generation of digitally connected entrepreneurs while building a more agile, innovative and future-ready organisation.
“This new leadership team brings deep industry experience and fresh consumer perspectives to QNET,” said Kuna Senathirajah, Group Managing Director of QI Group, the parent company of QNET. “Our priority is to equip our Independent Distributors with modern technology, high-quality products, and the operational support they need to build sustainable businesses.”
“Our ambition is to create a QNET that understands the expectations of the next generation, delivers exceptional products and experiences, and equips our Independent Distributors with the knowledge, technology and support they need to build responsible and sustainable businesses. Ultimately, this is about ensuring QNET continues to evolve with the people and communities we serve.”
Strengthening Distributor Training and Compliance
As part of this strategy, The V, QNET’s training and distributor development arm, has appointed Sharad Choudhary as Head of Training and Events. Joining from Modicare with prior experience at Amway, Choudhary will lead the transformation of QNET’s distributor learning and development ecosystem.
His priorities will include strengthening distributor onboarding, modernising product and business education, expanding compliance training and creating structured learning pathways to support Independent Distributors at different stages of their entrepreneurial journey.
“Successful entrepreneurship requires much more than enthusiasm. It requires knowledge, discipline, ethical conduct and continuous development,” said Senathirajah. “Sharad’s experience will help us build a stronger, more relevant learning environment that provides practical support throughout every stage of a distributor’s development.”
Reinventing QNET for a New Generation
The leadership changes form part of a broader strategy to reinvent QNET, strengthening product innovation, customer experience, distributor capability and technology-enabled growth.
Under this broader transformation agenda, QNET will prioritise:
● Product Innovation: Accelerating R&D across wellness and personal care categories in response to evolving global consumer health trends.
● Digital Platform Enhancements: Upgrading enterprise e-commerce systems, mobile applications, and digital business tools for distributors and customers.
● Governance and Compliance: Reinforcing distributor oversight, transparent business practices and strict regulatory adherence across all operating markets.
● Entrepreneurial Support: Modernising distributor onboarding and creating structured learning pathways to equip a new generation of micro-entrepreneurs with the knowledge and skills to build their businesses responsibly.
QNET enters this new chapter as part of a global direct-selling industry that recorded US$163.9 billion in retail sales in 2024, according to the World Federation of Direct Selling Associations.
The industry supports more than 100 million independent representatives worldwide and continues to provide a flexible route to entrepreneurship for people from a wide range of backgrounds.
“QNET has a strong heritage, a passionate global community and enormous potential,” said Mattias Mildenborn, Chief Executive Officer of QNET. “Our responsibility now is to build on that foundation while having the courage to evolve.”
“The next generation of entrepreneurs expects intuitive technology, relevant products, authentic communication, high-quality education and a company whose values are reflected in how it operates. We are building the leadership, capabilities and culture to meet those expectations and create sustainable value over the long term.”
“Our goal is not simply to participate in the future of direct selling. It is to help shape it.”
Building on a Foundation of Longevity and Industry Commitment
Grounded in more than two decades of international direct-selling experience, QNET’s strategic update builds on its established industry presence.
This commitment was recently highlighted during the Direct Selling Association of Singapore’s 50th anniversary celebration, where QNET was recognised for its 17 years of continuous membership and adherence to standard industry codes of conduct.
QNET is also a long-standing member of Direct Selling Associations in Malaysia, the Philippines, and Indonesia.
“Longevity provides a solid foundation, but it does not give us permission to stand still,” Senathirajah added. “With the new leadership, modernised capabilities and an upgraded digital strategy, we are positioning QNET to be growth-focused, transparent, consumer-led, while creating meaningful opportunities for the next generation of entrepreneurs.”
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About QNET
QNET is a global lifestyle and wellness company that uses a direct-selling business model to offer a diverse portfolio of products in wellness, personal care, home and living, watches and other lifestyle categories.
Through its e-commerce platform, QNET provides customers around the world with access to products designed to support healthier and more balanced lifestyles. The company also offers individuals the opportunity to become Independent Distributors and build a sales business by introducing QNET products to customers.
QNET is committed to responsible entrepreneurship, continuous product innovation, customer service and the ongoing education and development of its Independent Distributors.