Avon to sell in UK shops for first time as beauty brand partners with Superdrug

Avon will sell its products in UK high street shops for the first time as part of a new link-up with Superdrug.

The beauty business, historically known for its door-to-door salespeople, said it will sell items from 100 Superdrug shops across the UK.

It said the partnership between the two brands – which will also see it sell products through Superdrug.com – is the latest step in Avon’s plans to grow the number of ways for shoppers to buy its products.

More than 150 Avon products, ranging from serums to foundations and lip oils to moisturisers, will be available in store at Superdrug.

Angela Cretu, Avon chief executive, said: “This is the perfect moment in the UK for a strategic alliance between Avon and Superdrug.

“At Avon, we’re all about bringing aspirational beauty at irresistible value to consumers however they want to shop with us, whether that’s with high-touch service from one of our beauty advisers or with high street convenience at Superdrug.

“We see this partnership as our next move to expand our reach with best-selling, award-winning products that enable women feel good without breaking the bank.”

Avon, which was bought by Brazilian beauty giant Natura in 2019, said the move will help it “embrace a wider customer base” as it seeks to transform into “a truly omnichannel beauty company”.

Simon Comins, chief commercial officer at Superdrug, said: “Avon is such a beloved and widely recognisable brand and we couldn’t be more excited to be exclusively launching the cult-favourite products to our savvy shoppers.

“With 137 years of history in the beauty industry, we’re proud to be Avon’s first and only retail partner in the UK and continue to offer high-quality brands with exceptional value to our customers.”