New Business Trend: An Authentic Commitment To Purpose

“Ding dong, AVON calling!” was a catchphrase in the ’60s that represented more than door-to-door direct selling of cosmetics; it represented financial independence for women and a culture shift. More than 50 years later, the iconic brand is signaling a new business trend about putting purpose first by agreeing to an all-stock sale to Brazil-based beauty brand Natura valued at $2 billion, effectively creating the world’s fourth-largest beauty brand with roughly $10 billion in global revenue.

The combined businesses will have more than 6 million direct sellers, 3,200 stores and operations in 100 countries. The move followed Natura’s 2017 acquisition of The Body Shop, the first billion-dollar acquisition by a B Corp. Once completed, this deal would make Natura the world’s largest Certified B Corporation, surpassing Danone North America.

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