Natura Finalizes Avon International Sale, Focuses on LATAM

Natura &Co Finalizes Avon International Sale

The announcement that Natura &Co has finalized the sale of Avon International represents a pivotal moment in the company’s multi-year transformation journey. Rather than signaling retreat, this move reflects strategic clarity, allowing Natura to sharpen its focus on Latin America while enabling Avon International to begin a new chapter under dedicated ownership.

Completed at the end of 2025, the transaction aligns with Natura’s stated goal of simplifying its corporate structure and strengthening long-term brand performance across its core markets.

What’s Confirmed: Deal Summary at a Glance

According to multiple confirmed reports, the transaction includes the following key elements:

Buyer: Regent LP, a U.S.-based investment firm
Seller: Natura &Co
What Natura keeps:

- Avon’s Latin American operations
- Avon brand intellectual property and management in Latin America
Geographic scope of sale:
- Europe
- Africa
- Asia
Russia: Explicitly excluded from the transaction
Completion date: December 31, 2025, following required regional approvals

This structure ensures continuity where Avon is deeply rooted, while allowing other regions to move forward under new ownership.

Deal Structure Highlights: Practical and Transition-Focused

While widely described as a simplification move, the transaction includes several business-relevant details that point to a carefully managed transition.

Token Purchase Price

Natura confirmed it received a token payment of £1 at completion,a structure often used in complex carve-outs where operational continuity is prioritized over upfront cash.

Supportive Transition Financing

To support Avon International during the ownership transition, Natura referenced providing:

A secured credit facility of $25 million
Draw period reported through December 2026
Five-year maturity

Potential Additional Payments

Fitch Ratings summarized the agreement as:

£1 plus potential earn-outs or additional capped payments
Structural elements such as receivables capitalization
A secured loan facility to support stability

Positive framing: This structure signals a “clean handoff” that prioritizes operational flexibility, workforce continuity, and market stability during a critical transition phase.

Why This Move Is Strategically Strong for Natura

Natura has consistently communicated that this sale is part of a broader corporate simplification cycle, first initiated in 2022.

Sharper Focus on Latin America

Latin America remains Natura’s:

Largest and most strategically important region
Deepest consumer and consultant base
Core engine for brand equity and growth

By retaining Avon in Latin America, Natura reinforces its commitment to the region while concentrating resources where it has the strongest competitive advantage.

Corporate Simplification and Structural Clarity

Industry coverage, including Direct Selling News, links the Avon International sale to Natura’s wider plan to streamline its corporate structure.

This includes:

Reducing operational complexity
Improving governance efficiency
Proposals to integrate the holding company into Natura Cosméticos

The result is a simpler parent-company setup, better suited for long-term brand building and capital allocation.

What This Means for the Market (In Simple Terms)

For Latin America Partners and Customers

Continuity and confidence: Avon remains under Natura’s leadership
Brand stability: The Avon name, IP, and management stay intact
Long-term commitment: Latin America remains a top priority

For Avon International Markets

A new growth chapter: Europe, Africa, and Asia now operate under Regent LP
Transformation momentum: Natura has emphasized that Avon International already had a transformation agenda underway
Focused ownership: Dedicated stewardship can accelerate operational improvements

For Russia

Russia is not included in the transaction and continues to be treated separately.

Why Regent LP Is a Logical New Owner

Regent LP is known for acquiring and managing businesses with:

Strong brand recognition
Global operational footprints
Transformation or turnaround potential

Under Regent LP, Avon International enters a new phase with ownership specifically focused on those regions, while benefiting from transitional support already put in place.

Brand Continuity Without Brand Dilution

An important takeaway is that Avon remains Avon.

The brand continues uninterrupted in Latin America under Natura
Avon International markets retain brand recognition
Consumers and partners experience continuity, not disruption

This balance between change and stability is one of the strongest aspects of the transaction.

Promotion-Friendly Messaging Pillars

For corporate communications, field updates, and external storytelling, the most effective positive angles include:

“Natura is doubling down on Latin America.”
“Avon International begins a new era with Regent LP.”
“A simpler structure supports stronger long-term brand focus.”
“Continuity where it matters most.”

Conclusion: Focus, Clarity, and the Next Chapter

The fact that Natura &Co finalized the sale of Avon International while keeping Latin America tells a clear strategic story. Rather than spreading resources thin, Natura is choosing focus, clarity, and long-term strength, while ensuring Avon International transitions into capable new ownership.

For partners, customers, and observers, this move reflects disciplined leadership and a future-oriented approach to global brand management.

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