Avon Buys U.K. Skincare Brand

Apr 01, 2010 3:16 AM  By

Avon Products has acquired Liz Earle Beauty Co., a privately held U.K. brand of naturally active skincare products. Terms of the all-cash deal, which closed March 25, were not disclosed.

The U.K. brand, which is sold primarily through direct-to-consumer channel, will become part of Avon’s global skincare portfolio, broadening its position in anti-aging skincare with Liz Earle’s expertise in botanical ingredients and natural positioning.

Liz Earle Naturally Active Skincare will continue to be managed independently as a stand-alone brand under the leadership of cofounders Liz Earle and Kim Buckland, and will maintain its headquarters in Ryde, Isle of Wight, U.K.

Andrea Jung, chairman/CEO of the $10 billion Avon, said it’s a perfect fit for both companies: “Liz Earle’s tightly edited range of award-winning, naturally active skincare products is highly complementary to Avon’s anti-aging skincare and broader beauty portfolio. It also represents a long-term opportunity to develop a stand-alone Liz Earle direct-selling representative channel.”

Lee Helman, managing director with investment firm Financo, says that although Liz Earle doesn’t have huge name recognition in the U.S., it does sell its products on QVC. Helman believes Avon acquired Liz Earle to gain expansion into the U.K., and to add a European brand.