Direct Selling News reported (Aug 24, 2026) that Regent entered a definitive agreement with LG H&H to acquire Avon North America (The Avon Company), which LG H&H had owned since 2019. Regent already owns Avon International (Europe, Asia, Africa, Middle East), acquired from Natura &Co in January 2026; the deal would reunite Avon North America and Avon International under common ownership for the first time in a decade. Close was expected September 1, 2026.
Why each side did the deal
- LG H&H called the sale part of a global portfolio review, so it can focus on its K-beauty and wellness brands.
- Regent's chief executive called America the place Avon began and its largest market, and said combining the two businesses gives Avon clearer ownership, a shared strategy, and a stronger base for growth.
- Leaders also pointed to a more connected opportunity for the Representatives and Ambassadors who sell the brand, and a stronger earning opportunity for them.
Who runs it The article named an incoming Avon CEO, whose stated priorities are better products, sharper execution, stronger market connection, and a brand experience that earns loyalty. The outgoing head of Avon North America said the deal lets Avon sharpen its focus on social selling as part of a broader plan to modernize.
What it means for the channel Avon has been around for 140 years, per the article. One owner for both halves means one strategy for field tools, pay, and product across markets, which can make change faster. For anyone who sells next to Avon, or recruits from the same pool, the details of the new pay plan will matter more than the deal itself.
Worth watching how Avon's field tools and Representative pay change after the deal closes.
Sources