Beauty Store Business magazine - January, 2020

New Avon Reimagines Itself Under New Korean Ownership

New Avon Company (New Avon) is transforming its brand under new ownership of LG Household & Health Care (LG H&H), the number one consumer goods company in Korea and one of the top global cosmetics companies in Asia. New Avon, North America’s leading direct-selling beauty company, split from Avon Products, Inc. (Avon Worldwide) in 2016. LG H&H purchased New Avon for $125 million in cash in April of this year.

While New Avon has a longstanding history of award-winning products, industry-leading innovation, and a network of 250,000 sales representatives throughout North America, the brand will now have access to LG H&H's world-class R&D capabilities in cosmetics, personal care, fragrance, hair care and packaging and design, allowing the company to benefit from the cutting-edge technology and best-in-class quality of Korea's leading consumer goods company.

"We couldn't be more thrilled and excited about our new alliance with LG Household & Health," said Evy deAngelis, head of sales enablement for New Avon. "As a company, Avon has always served two equally important constituencies: passionate consumers and our community of inspirational representatives. Under the new ownership of LG H&H, known for its pre-eminence in technology and innovation, we're able to offer our consumers and representatives an unparalleled slate of new initiatives and product offerings."

Under the LG H&H umbrella, New Avon will unveil multiple cross-LG brand partnerships later this year, harnessing top K-Beauty innovation, science, and technology.. Upcoming collaborations include “Avon x The Face Shop” and “Avon x Chi.”

Avon x The Face Shop will be a collection of skin care and makeup in exclusive shade ranges and new-to-Avon formats such as the Korea-beloved "cushion" formulations of foundation, highlighter and blush.

Avon x Chi, a partnership with Farouk Systems, consists of three haircare products crafted from a unique blend of certified organic botanicals including aloe vera, pomegranate and hibiscus. The line is called Avon Chi Essentials.

These collaborations will showcase Avon's dedicated push into the future of beauty, as well as its growing commitment to bringing consumers and Avon representatives top trends and the latest formulas.

New Avon also plans to enact programs to support upcoming launches as well as the greater brand in hopes of growing and diversifying their consumer and representative base. This includes a new gift program with Swarovski Crystal that recognizes top team builders. While product offerings and partnerships may be modernizing, New Avon will continue their proud history of empowering women through economic opportunity and entrepreneurship.

To learn more about New Avon, visit