Avon

What Avon does

Avon Brazil is the Brazilian operating subsidiary of the global beauty brand Avon, which was acquired by Natura &Co in 2020 and now operates within that corporate group from São Paulo. The company develops, manufactures, and sells makeup, skincare, fragrances, personal care, hair care, fashion accessories, and home products across multiple sub-brands spanning accessible to premium price points, including Color Trend (R$12.26-R$52.99), Power Stay long-wear line (R$49.99), Tratamake/Makeup+Care hybrid treatment-makeup, Renew anti-aging skincare with Protinol technology (kits up to R$279.80), ClearSkin acne treatment, Aquavibe body fragrances, and Avon Care multi-benefit skincare. Proprietary formulation technologies include Power Stay (16-hour transfer-proof wear), TRATAMAKE (80%+ active skincare ingredients with 72-hour hydration), Protinol (collagen-stimulating anti-aging active), Microflex (precision brow applicator), and Matte Real (oil-free matte finish).

Avon Brazil operates a hybrid go-to-market combining a legacy direct-sales model — recruiting and managing independent beauty consultants (consultoras) through a dedicated portal at login.natura.net — with a direct-to-consumer e-commerce storefront at avon.com.br, a mobile app for iOS/Android, and a Natura &Co affiliate program (afiliadosnatura.com.br). Pricing is unit-based in Brazilian Reais, supported by installment payment options (2x-6x no interest), bundle promotions (e.g., 2 items for R$88, 3 for R$188), and percentage discounts up to 50%. Marketing combines promotional campaigns (Data Dupla, Liquida Avon, Esquenta 8.8), SEO-optimized category pages, a blog, and the distributed marketing effort of the consultant network. The company self-claims the #1 makeup brand position in Brazil and targets a broad female consumer base across income segments, with consultants serving as a parallel customer-acquisition and entrepreneurship channel primarily for women.

Name

Avon

Legal name

Avon

Website

https://avon.com.br

Company type

Private

Operating status

Operating

Short description

Avon Brazil is a Natura &Co-owned beauty and personal care company selling makeup, skincare, fragrance, and home products across multiple sub-brands (Color Trend, Power Stay, Renew, Tratamake) via a hybrid direct-sales consultant network and D2C e-commerce at avon.com.br, primarily serving Brazilian women consumers.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care

NAICS

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

SIC

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

akta.pro primary industry

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB)

akta.pro secondary industry

Eye & Lip Skincare (CRABAAAC)

Keywords

• Direct sales cosmetics
• Beauty and personal care
• Makeup and skincare
• Fragrance and body care
• Beauty consultant network

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Sales via Beauty Consultants: Avon generates revenue through a network of independent beauty consultants (consultoras) who purchase products at wholesale prices and resell to end consumers. Consultants are recruited through the 'Quero ser Consultora' program and manage their businesses through a dedicated login portal. This is Avon's historical and primary distribution model, particularly strong in Brazil.
2. Direct-to-Consumer E-commerce: Avon operates consumer-facing e-commerce at avon.com.br, allowing individuals to purchase products directly without enrolling as consultants. The website features shopping cart functionality, promotional pricing, installment payment options, and delivery to end consumers. This channel complements the direct sales consultant model.
3. Affiliate Program: Avon maintains an affiliate program (afiliadosnatura.com.br) allowing partners to earn commissions by referring customers to Avon products. This extends Avon's marketing reach through third-party affiliate partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Avon Brazil develops, manufactures, and sells branded beauty and personal care products spanning makeup (face, lips, eyes, nails), skincare (anti-aging, acne treatment, moisturizers, sun protection), fragrance (body splashes, perfumery), haircare, body care, and home/lifestyle goods. Distribution combines a network of independent beauty consultants with a direct-to-consumer e-commerce platform at avon.com.br, serving Brazilian consumers across accessible to mid-range price points.

Product overview

Avon Brazil is a direct-to-consumer beauty and personal care company offering a diverse portfolio of cosmetic and skincare products. The portfolio spans multiple sub-brands including Color Trend (affordable makeup), Renew (anti-aging skincare), Avon Care (multi-benefit skincare), Power Stay (long-wear makeup), and Tratamake/Makeup+Care (treatment-makeup hybrids). The company serves the Brazilian market through its e-commerce platform and consultant network, offering products across categories including makeup (face, lips, eyes, nails), fragrances (Aquavibe body splashes), skincare ( Renew, ClearSkin acne treatments, moisturizers), and personal care. Key innovations include the Tratamake technology combining cosmetics with skincare benefits, Power Stay long-wear technology, and the Protinol active ingredient in Renew anti-aging products.

Differentiator

Problem solved

Functional benefit

Brands

• Color Trend: Affordable makeup line including lipsticks, bases, mascaras, and accessories
• Renew
• Avon Care
• Power Stay
• Tratamake
• Aquavibe
• Makeup+Care
• ClearSkin
• Kiss
• Ultra Color

Products and services

• Color Trend Affordable makeup line including lipsticks, lip balms, foundations, powders, mascaras, eyeliners, and accessories targeted at budget-conscious Brazilian consumers.
• Renew Premium anti-aging skincare line with Protinol, Vitamin C, and Hyaluronic Acid formulations including concentrated treatments, eye creams, masks, and moisturizers for mature Brazilian consumers.
• Power Stay Premium long-wear makeup collection featuring liquid matte lipsticks and lip tint markers with up to 16-hour transfer-proof, non-smudge wear powered by Color Lock and Power Flex technologies and Power Boost Complex.
• Tratamake / Makeup+Care Hybrid treatment-makeup line combining cosmetic coverage with skincare treatment benefits. Includes serum-infused foundations with SPF, antioxidant-rich lipsticks, and a serum mascara with 3-in-1 lash action.
• Aquavibe Body splash and scented body care line with floral, fruity, and fresh fragrance profiles ranging from R$20.80 to R$79.90 for 1L sizes.
• ClearSkin Specialized skincare line for acne-prone and oily skin, including exfoliating cleansers, blackhead masks, astringent toners, and drying gels for treating comedones and pimples.
• Avon Care Accessible multi-benefit skincare line offering versatile products such as 5-in-1 creams, moisturizers, and facial treatments suitable for all skin types.
• Avon Lip Tint Marker Dual-action lip product combining lipstick and lip liner in one marker with Power Stay 15-hour wear technology, enriched with Hyaluronic Acid for comfort.
• K-Balm Collection (Jelly, Sorbet, Pudim) Multifunctional lip balm collection in three variants (Jelly, Sorbet, Pudim) featuring moisturizing formulas in coffee-themed packaging.
• Brow Boost Gel Invisible brow gel featuring Microflex silicone-bristle applicator technology to shape and fix eyebrows without stiffness or product buildup.
• Kiss Matte Lipstick Matte lipstick with velvety finish enriched with Vitamin E and Mango Extract, providing hydration for up to 4 hours and SPF 15 protection.
• Matte Real Foundation Stick High-coverage oil-free foundation stick with matte finish and SPF 20 protection, designed for quick application and buildable coverage using Matte Real Technology.
• Rollette Lip Gloss Classic roll-on lip gloss with Coconut Oil and Vitamin E providing glossy finish with moisturizing properties in nostalgic flavors.
• Makeup+Care Serum Mascara Serum-infused mascara combining makeup and cosmetic treatment with 3-in-1 action (treats, revitalizes, cares) using Hyaluronic Acid, Shea Butter, and Vitamin B5 for visible volume and lash conditioning.

Quantifiable outcome

• Makeup+Care mascara delivers up to 36% increase in visible lash volume and 14% increase in length immediately upon application
• +3 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Natura &CocoreStrategic or Co-development Partner · 1 January 2020Avon was acquired by Natura &Co in 2020, creating a global beauty conglomerate combining Natura (Brazilian premium skincare), Avon (direct sales beauty), and The Body Shop (ethical retail). Avon Brazil operates under the Natura &Co corporate umbrella, with shared technology infrastructure including Natura's login/single-sign-on system (login.natura.net). The acquisition positioned Natura &Co as the world's fourth-largest beauty company with combined operations spanning direct sales, retail, and e-commerce channels.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Glossier: DTC beauty brand disrupting traditional color cosmetics and skincare with a direct-to-consumer model and millennial-focused positioning. Represents the emerging channel and brand archetype threatening Avon's traditional direct-sales and accessible beauty model in Brazil.
• Rare Beauty: Celebrity-founded DTC beauty brand with strong Gen Z appeal in color cosmetics and skincare hybrids. While not yet a major Brazilian presence, represents the type of digitally-native, treatment-makeup positioned brand that could disrupt Avon's traditional offerings.

Broad incumbents

• Coty Inc. Global beauty company with mass-market color cosmetics (CoverGirl, Sally Hansen) and fragrance portfolios competing in similar price tiers as Avon. Comparable hybrid distribution model including direct sales through brands like Wella.
• Estée Lauder (Brazil): Global prestige beauty company with Brazilian operations spanning makeup (MAC, Clinique), skincare, and fragrances. Competes with Avon's premium Renew skincare line and Power Stay color cosmetics at higher price tiers through department stores and prestige retail.
• L'Oréal Brasil: Brazilian subsidiary of global beauty leader L'Oréal, offering color cosmetics, skincare, haircare, and personal care through mass-market brands (Maybelline, L'Oréal Paris) and premium brands. Competes with Avon across price tiers with significantly larger R&D and marketing budgets.
• Revlon: Global mass-market color cosmetics company with comparable product portfolio (lipstick, mascara, foundation) at accessible price points. Recently emerged from bankruptcy and competes with Avon in the mass-market makeup category, particularly in Latin American markets.

Direct peers

• Mary Kay: Global direct-sales beauty company operating in Brazil with a consultant-based model nearly identical to Avon's 'consultoras' structure. Competes head-to-head for independent beauty entrepreneurs and direct-sales customer relationships in color cosmetics and skincare.
• Natura &Co (Natura): Brazilian beauty conglomerate and Avon's parent company (acquired Avon in 2020). Natura operates in color cosmetics, skincare, and fragrances with a similar multi-brand portfolio and direct-sales/e-commerce hybrid model, competing directly with Avon Brazil for the same consumer wallet.
• O Boticário: Brazil's largest domestically-owned beauty company offering makeup, skincare, fragrances, and personal care through franchise retail and e-commerce. Direct competitor to Avon in the Brazilian mass-market beauty space with comparable accessible-to-premium brand architecture.
• Eudora: Brazilian beauty brand owned by Grupo Boticário that sells color cosmetics, skincare, and personal care through a consultant/affiliate network and e-commerce. Directly comparable business model and product portfolio to Avon Brazil at accessible price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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