The new name is effective immediately; it was a by-product of corporate restructuring in 2016 and will be officially retired, according to the beauty company.
The name change reflects Avon's unique and singular history as America's first and leading social selling beauty company, according to the company, which is marking its 135th year in business this year.
"Our name has changed to more clearly represent our vision and provide a more independent front as we continue to grow and build upon the business," said The Avon Company CEO Paul Yi. "It better captures Avon's diverse array of brand and product offerings such as belif, Mission Luxereve, CHI, Physiogel, and Daily Essentials home products."
The Avon Company has independent sales representatives throughout the United States and Puerto Rico selling brands such as Anew, Skin So Soft, belif, CHI and The Face Shop, as well as home essentials, fashion and accessories.
The other portion of the original Avon that came about from the restructing in 2016, Avon Products, Inc., is now part of Natura &Co. Natura closed that deal in January 2020.