Avon has joined fellow beauty giants Coty, L'Oréal, Boots and J&J as a patron of the British Beauty Council (BBC).
Founded in 2017, the BBC aims to represent the opinions and needs of the cosmetics industry at government level and highlight the contribution to the UK economy.
Avon’s partnership with the BBC is part of its ‘open up’ strategy to reach new consumers and raise brand awareness.
Louise Scott, Chief Scientific Officer at Avon, said: “As one of the longest-standing beauty businesses in the world, Avon is delighted to be a founding patron of an organisation that will champion the power of beauty to create opportunities and contribute to the economy and society.
“We believe whole-heartedly in the British Beauty Council's mission to ensure that beauty is to be recognised and supported as a world leading industry."
Millie Kendall MBE, CEO of the British Beauty Council, added: “The promotion of female entrepreneurs via the cosmetics industry is an important and relevant – not to mention valuable – asset.
“Avon has long been a leader in supporting women in business and has a huge amount to bring to the table as it moves forward through significant transformation – exactly the kind of partner we need to elevate the reputation of the beauty industry."
In December, the BBC named the first members of its newly-formed Advisory Board, including model David Gandy, Cult Beauty founder Alexia Inge, Beauty Pie founder Marcia Kilgore and vlogger Caroline Hirons.