Regent to acquire Avon North America, reuniting it with international arm

Regent will acquire the entirety of LG Household & Health Care’s (LG H&H) stake in Avon North America. Avon International and North America will be reunited under the global investment firm. 

Michael A. Reinstein, founder, chairman, and CEO of Regent, says: “Bringing Avon North America and Avon International back together gives Avon clearer ownership, a shared strategy, and a stronger foundation for growth… Our job now is to put the scale of the combined business behind better products, sharper execution, and a stronger earning opportunity for the people who sell them.” 

“America is where Avon began and is central to where Avon goes next. As Avon’s largest market, it will play a defining role in the next chapter of the brand.”

Yesterday, LG H&H announced that it entered into a definitive agreement with Regent to sell its interest in The Avon Company. The deal allows LG H&H to sharpen its focus on its core K-beauty growth priorities. It also gives Regent the opportunity to create a more unified global Avon business with International and North America together, the first time since the businesses separated in 2016. Additionally, the acquisition strengthens the private equity firm’s social selling model. 

Sharpening business strategies

Regent owns and invests in businesses across beauty, luxury, fashion, consumer, media, technology, industrial, and automotive sectors. In the beauty and consumer space, Regent’s portfolio includes Avon’s international operations across Europe, Asia, Africa, and the Middle East, acquired from Natura & Co. in January 2026. It takes a long-term approach to building companies across its global portfolio. 

Meanwhile, the sale of Avon North America is part of LG H&H’s ongoing global portfolio optimization. 

“After a careful strategic review of our global portfolio, we believe this is the right time to further sharpen LG H&H’s focus on our core global beauty and retail growth priorities,” says Sunjoo Lee, CEO of LG H&H. 

“By entrusting Avon North America to Regent, we believe this move will create a more unified and connected Avon business. At the same time, it allows LG H&H to focus on the K-beauty and wellness brands where our expertise lies for growth and better serves customers around the world.”LG H&H will focus on its K-beauty and wellness brands. 

The Korean beauty and wellness company acquired Avon North America in 2019 as part of its international growth strategy. LG H&H has supported Avon North America’s evolution through product innovation, enhanced digital and operational capabilities, and ongoing modernization of the social selling business model.

Social selling is Avon’s term for the direct-selling model it has run on for over a century. Independent representatives buy products at a discount and sell them in their networks, keeping the margin as earnings, with ambassadors earning by building teams beneath them. 

What has changed is the channel. Brochures and doorstep calls have now turned into digital storefronts, ordering apps, and selling through WhatsApp, Instagram, and TikTok. Regent already runs the model across Avon International’s markets, so adding North America would put both seller networks under one structure. 

Sun Moon, current CEO of Avon North America, says: “This next chapter allows Avon to strengthen its focus on the Social Selling channel, as part of a broader vision for growth and modernization.”

CEO changes 

Lisa Siders, currently chief operating officer of Avon International and Regent’s Operating Partner for Avon, will become CEO of Avon upon closing and lead the combined group. The appointment puts the two businesses under a single leadership.

“Bringing the business back together gives us the opportunity to build a more focused, connected, and ambitious business for our representatives, ambassadors, associates, and customers,” Siders says.

“My priority is to strengthen the business for its next phase of growth: better products, sharper execution, stronger market connection, and a brand experience that earns loyalty every day. Avon has always been built through people, trust, and opportunity. That will remain at the center of how we grow.”

The announcement does not specify the role for Moon, the current CEO of Avon North America. Avon’s social selling channel now spans one global network. 

Decade of divestments 

Avon Products filed for Chapter 11 bankruptcy protection at the US Bankruptcy Court of the District of Delaware in August 2024. According to court papers, the company filed for bankruptcy due to pandemic pressures and scores of lawsuits alleging its talc products caused cancer.

Natura &Co, which owned the business at the time, reached a deal to pay US$34 million in cash to the debtors’ estate. The Brazilian beauty conglomerate also provided US$43 million in debtor-in-possession financing and agreed to waive all secured and unsecured claims against Avon. It de-consolidated Avon Products following the Chapter 11 filing.

Natura has since sold off other parts of the Avon business. In September 2025, it sold Avon’s Central American and Dominican Republic operations to Grupo PDC for a symbolic price of US$1, with an additional US$22 million on closing. Days later, the company announced a binding agreement to sell Avon International to Regent, covering Europe, Asia, and Africa. Natura said the sale was the final step in a simplification strategy begun three years earlier. 

Natura retained Avon’s Latin American business, along with the region’s intellectual property rights and brand management. Avon Russia was not included in the Regent agreement and remained classified as “held for sale.”