Avon Products Inc. - statistics & facts

Since Avon’s founding in 1886, the company has grown into a worldwide cosmetics and beauty staple. The firm’s approach of contracting self-employed sales representatives created passionate advocates around the world and led to Avon now being established in over 100 countries. As a matter of fact, worldwide market penetration is essential for cosmetic giants, since more than half of the global market now lies outside of the traditional revenue sources of North America and Europe.

Avon’s role in the direct selling business

Riding the wave of entrepreneurship among the middle classes, Avon became a social phenomenon during the 20th century and, while it can no longer claim to be the powerful brand it once was, they remain a household name in the 21st century. In 2020, Avon was acquired by the Brazilian company Natura &Co, a leader in the cosmetics market, and turned into a privately held company. The direct selling business model is still very popular nowadays, especially in markets such as the United States and Korea. Natura &Co recently ranked second among the leading direct selling companies worldwide, its most important brands being Natura &Co Latin America and The Body Shop. However, as far as Avon is concerned, the company has been experiencing significant financial problems in recent years, despite its prominent global image.

Is this the decline of a beauty staple?

Between 2011 and 2022, Avon’s total revenue dropped from around 9.23 billion U.S. dollars to around 2.8 billion. Unsurprisingly, Avon’s total operating profits also decreased considerably in 2022. This sharp decline in financial returns has prompted a rethink in the firm’s strategies with the door-to-door approach coming under fire in the age of the internet, which, in recent years, has evolved from just a consumer information source to a retail platform as well. For this reason, many companies are now focusing on online sales channels, including Avon. Recently, the company has been engaged in a process of reinvention, focusing on beauty tech solutions, and extending its omnichannel presence by partnering up with Amazon. Although the company’s e-commerce website was not listed in a 2021 ranking of the leading online beauty stores in the United States, the brand remains one of the most popular among U.S. consumers, hinting that perhaps the Avon brand is still alive and well, and could make a comeback.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Aug 31, 2023

Key insights

Region with the highest share of the cosmetics market
North Asia
Leading beauty manufacturer worldwide
L'Oréal
Sales share of cosmetics & personal care in the direct selling market
23%
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Editor’s Picks Current statistics on this topic

Revenue of the leading direct selling companies worldwide in 2022 (in billion U.S. dollars)

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Revenue of the leading direct selling companies worldwide 2022

Total revenue of Avon Products Inc. worldwide from 2020 to 2022, by region (in billion U.S. dollars)

Cosmetics & Personal Care

Revenue of Avon Products Inc. worldwide 2020-2022, by region

Total operating profit of Avon Products Inc. worldwide from 2011 to 2022 (in million U.S. dollars)

Cosmetics & Personal Care

Operating profit of Avon Products Inc. worldwide 2011-2022

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