Regent brings Avon back together

Ten years after their separation, Avon North America and Avon International are set to be reunited under the same ownership. Regent is acquiring the brand’s North American operations from South Korean group LG H&H, having already purchased its businesses in Europe, Asia, Africa and the Middle East from Natura &Co in January. The deal therefore brings most of Avon’s international operations back together under the ownership of the US investment firm.

For the 140-year-old brand, Regent now intends to restore a unified strategy and continue modernising its historic direct-selling model, with a particular focus on strengthening its product offering, commercial execution and the role of its representatives and ambassadors. North America, Avon’s largest market, is expected to play a central role in this new phase of growth.

The transaction also marks the exit of LG H&H, which has owned Avon North America since 2019 and now intends to focus more of its resources on its K-beauty and wellness businesses, including The Whoo, Dr. Groot and belif. The value of the transaction has not been disclosed; completion is expected on 1 September 2026.