Exclusive: Inside Avon’s innovation plans for Gen Z launches, ‘guardianship’ of hero products and partnerships

By Lynsey Barber | Published: 21-May-2025
Manufacturing Research & Development

Avon’s head of R&D Deb Pellen tells Cosmetics Business what innovations are ahead for the 139-year-old brand.

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Avon has faced some challenging times in recent years.

But with a 139-year history selling everything from lipsticks to shower gel, it is not the first time the company has had to move with the times.

A global rebrand and move into direct selling to customers via the likes of Superdrug and Amazon, beyond its famous ‘Avon calling’ sales reps, are part of plans to turn things around.

The brand’s huge product range has also been streamlined, but despite this, Avon still has its eye on new product innovations as well as improving existing formulas, head of R&D Deb Pellen tells Cosmetics Business.

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