Natura Cosméticos has entered into a binding agreement to sell its Avon International business in Europe, Africa and Asia to Regent, furthering its corporate simplification strategy launched in 2022. Completion of the transaction is subject to customary closing conditions, including regulatory approvals. Avon Russia is excluded from the agreement and remains classified as “held for sale.”
The sale will not impact Natura’s operations in Latin America, which remain at the heart of its growth strategy. The company retains full control of the Avon brand’s intellectual property and management in the region.
“This agreement represents the final steps of the simplification journey initiated three years ago focused on the growth of our operations in Latin America,” said Fábio Barbosa, Chairman of Natura’s Board of Directors. “Avon International has already been implementing a robust transformation agenda, and we believe this journey will be strengthened, resuming sustainable growth of this iconic brand that has transformed the global beauty market over the past 139 years.”
Michael Reinstein, Chairman of Regent, emphasized Avon’s cultural and commercial impact: “There are very few companies that have touched as many lives as Avon. Since its founding in 1886, Avon has built a global community and reshaped how beauty connects with people everywhere. The Avon Lady was the original influencer, pioneering social commerce long before the world had a name for it. We are honored to support the millions of Avon representatives as we carry forward the heritage of this legendary brand.”
João Paulo Ferreira, CEO of Natura, added that the ongoing integration of Natura and Avon in Latin America, expected to be completed by the end of 2025, is already driving efficiency gains. “The ongoing work to reposition the Avon brand and to redefine its innovation portfolio gives us confidence that this brand will resume its growth in the region and help strengthen Natura’s leadership in the Latin American markets,” he said.
Earlier this month, Natura also announced the sale of Avon’s Central America and Dominican Republic operations (Avon CARD) to Grupo PDC, while continuing to act as the licensor of the Avon brand in that region.
