Avon

Name

Avon

Legal name

The Avon Company

Website

https://youravon.com

Company type

Private

Founded year

1886

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

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

akta.pro secondary industry

Eye & Lip Skincare (CRABAAAC)

Keywords

• Direct selling cosmetics
• Skincare products
• Bath body care
• Fragrance products
• Anti-aging skincare

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Avon generates revenue through direct selling of cosmetics, skincare, fragrances, bath and body products through its network of Representatives/Ambassadors who earn commissions on sales.
2. E-commerce Sales: Avon sells products through its e-commerce platform Avon.com, enabling direct consumer purchases alongside the traditional direct selling model.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Avon designs, manufactures, and sells a broad portfolio of beauty and personal care products — anti-aging skincare (Anew, Isa Knox, ANEW Clinical), body and bath care (Skin So Soft), sun protection (Beyond Glow, Anew Solaire), insect repellents (Bug Guard), fragrances (Senses), and color cosmetics (fmg). Products are distributed primarily through a network of independent Representatives/Ambassadors via direct selling and through the Avon.com e-commerce storefront. The company is investing in technology-driven innovation such as the MenoSkin 3D bio-printed menopausal skin model to support targeted skincare development.

Product overview

Avon is a direct-selling cosmetics and beauty company offering a diverse portfolio of skincare, makeup, bath & body, and fragrance products through its direct-selling ambassador model and e-commerce platform. The product portfolio includes multiple sub-brands: Anew (anti-aging skincare with Platinum and Ultimate lines), Skin So Soft (body care and bath products), Bug Guard (insect repellent with sun protection), Beyond Glow and Isa Knox Anew Solaire (K-Beauty inspired sun care), Senses (fragranced bath and body collection), Moisture Therapy (therapeutic healing products), and fmg (color cosmetics). The company positions itself as a technology-driven female empowerment platform with digital innovation initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• Anew: Premium skincare line featuring anti-aging products including day creams, night creams, and collagen boosters
• Skin So Soft
• Isa Knox
• Solutions
• Moisture Therapy
• Beyond Glow
• Senses
• Studio 1886

Products and services

• Anew Ultimate Multi-Performance Day Cream SPF 25

Quantifiable outcome

• Avon relaunch in Brazil and Mexico exceeded initial sales expectations in March 2026
• +1 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

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• VML BrazilcoreGTM or Marketing Partner · 1 June 2026Avon partnered with VML Brazil for the MenoSkin campaign launch, featuring a microscopic print advertisement on lab-grown skin displayed in São Paulo to promote the 3D bio-printed menopausal skin model technology.
• Natura (EMBRACE Study)coreStrategic or Co-development PartnerThe MenoSkin initiative is supported by Natura's EMBRACE study involving over 1,500 participants investigating menopause impacts across Brazil, enabling research collaboration for targeted skincare formulations.
• Natura &CocoreStrategic or Co-development PartnerAvon was acquired by Natura &Co in 2020 and is being integrated into the company's Latin American operations. Natura is currently undertaking the Avon brand relaunch and operational restructuring, with ongoing challenges cited in Q1 2026 earnings.
• Regent LPminorOthersNatura sold Avon International (excluding Latin American operations) to U.S.-based Regent LP for a symbolic £1 as part of portfolio simplification.
• Group ArnestminorOthersGroup Arnest acquired Avon's Russian division for 2.52 billion rubles (previously held by Natura&Co) as part of Natura's international divestiture strategy.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Mary Kay: Mary Kay is a global direct-selling beauty company with a comparable independent sales force model, multi-category product portfolio (skincare, makeup, fragrance), and mass-market positioning — making it the closest direct peer to Avon in GTM motion and customer base.
• Oriflame: Oriflame is a Swiss-based direct-selling beauty company operating in similar mass-market skincare, cosmetics, and personal care categories with an independent representative network model directly comparable to Avon's Ambassador model.
• Amway (Artistry): Amway's Artistry beauty line is sold through a global direct-selling independent distributor network, sharing Avon's direct sales GTM and mass-market skincare/color cosmetics positioning.

Broad incumbents

• Coty: Coty is a global mass-market beauty conglomerate covering color cosmetics, skincare, and fragrances through brands like CoverGirl and Max Factor — directly comparable to Avon's mass-market beauty positioning and named alongside Avon as a top-10 anti-aging market player.
• Revlon: Revlon is a mass-market beauty company spanning color cosmetics, skincare, and fragrances with comparable pricing tiers and consumer demographic to Avon's mass-market positioning.
• L'Oréal: L'Oréal is the world's largest beauty company with mass-market, premium, and professional divisions covering the same skincare, makeup, and personal care categories Avon competes in — named alongside Avon as a top-10 anti-aging market player.
• Estée Lauder Companies: Estée Lauder is a global premium and mass-prestige beauty conglomerate with comparable anti-aging, skincare, and color cosmetics portfolios to Avon's Anew and fmg lines, and is identified alongside Avon as a top-10 anti-aging market player.
• Procter & Gamble (Beauty): P&G's beauty division includes mass-market skincare, personal care, and color cosmetics brands (e.g., Olay, CoverGirl) that compete in the same consumer segments and price tiers as Avon.
• Beiersdorf: Beiersdorf (NIVEA, Eucerin) is a global personal care company with a comparable mass-market skincare and body care portfolio, and is named alongside Avon as a top-10 anti-aging market player.

Emerging players

• Younique: Younique is a digital-first direct-selling beauty company using social-selling representatives — a more recent and digitally-native evolution of Avon's Representative/Ambassador model, targeting overlapping female consumer demographics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/franleeavon

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Avon