Avon appoints new CEO as Angela Cretu steps down

Natura & Co has appointed Kristof Neirynck as CEO of Avon, replacing Angela Cretu, who will continue to support and contribute as an advisor.

Neirynck has served as Global Chief Marketing Officer at Avon for the past two years, helping to drive a "complete brand relaunch". He was also appointed as Managing Director for Avon in Western Europe earlier this year.

Prior to Avon, he served as the Chief Marketing Officer for Global Brands at Walgreens Boots Alliance (WBA) from 2017-2021. He also previously spent 13 years at P&G, where he held leadership positions in key divisions.

Kristof Neirynck

Neirynck said: "I am honoured to take on this new role at Avon and continue its evolution to become an omnichannel, relationship selling business, with representatives at its core.

"We have an iconic brand: innovative, and affordable products, and a business model that creates opportunities for women to embrace their power, on their own terms."

In addition to Neirynck's appointment, Alessandro Carlucci will be rejoining Natura & Co as advisor to Avon to assist with its continued turnaround and plans for future growth.

Carlucci, who served as CEO of Natura & Co from 2005-2014, brings experience from various Chairman roles, as well as his presidency at the World Federation of Direct Sales Associations from 2012-2014.

Fabio Barbosa, CEO of Natura & Co, said: "Angela's departure has been a thoroughly planned process, coming only after stabilising the business and identifying the right successor. We are thrilled that she will continue to be by our side, and I would like to thank her deeply for her leadership.

"I'm delighted to welcome Kristof as CEO of Avon, capitalising on his deep understanding of the business, its spirit and values. I am also pleased to welcome Alessandro back to the organisation, bringing with him his expertise of direct sales and cosmetics."

The move comes as Avon plans to open its first stores in the UK as the business makes a major push into bricks-and-mortar retailing.

Its foray into bricks-and-mortar retail marks a major shift in its business model and the latest step to grow the number of ways for consumers to buy its products.