How Avon has been operating since 1886 - the story behind a nearly 140-year-old brand

When you think of Avon, chances are you picture the classic phrase "Ding dong, Avon calling!", that signature jingle from the company's golden era. But here we are, 139 years after its founding in 1886, and Avon is still very much alive and thriving. In an age where beauty trends change overnight and e-commerce giants dominate, it's natural to wonder: How has Avon survived this long? 

Let's break down the secrets to its resilience. 

A business model ahead of its time

Long before influencer marketing and social selling became popular, Avon pioneered direct selling. Representatives weren't just selling lipsticks and creams; they were selling trust, relationships, and a personalised shopping experience. Avon gave women (at a time when opportunities were limited) the chance to earn their own income and build independence. That legacy of empowerment remains a significant part of Avon's brand identity. 

Constant reinvention 

Avon hasn't stayed stuck in the past. While the door-to-door model was its hallmark, the company adapted to digital change. Representatives can now run their businesses online, host virtual parties, and share brochures via QR codes and apps. Avon has blended tradition with technology, which keeps it accessible to both older loyalists and younger, tech-savvy customers. Let me tell you, the Avon App has one of the best UX designs I've ever encountered. When you sign up to be a representative, it's a truly easy experience, and everything is self-explanatory. It is also incredibly easy to browse the digital brochure for someone who wants to purchase products online. 

Affordable beauty that people trust 

The beauty industry is crowded with luxury labels and influencer-driven brands, but Avon has held onto its niche: affordable, reliable beauty. For many customers, Avon offers high-quality skincare and makeup at affordable prices. That "beauty on a budget" positioning makes it stand out in a cost-of-living crisis where people are more selective about spending. 

My story with Avon

Avon isn't just another beauty brand for me; it's part of my own history. Growing up in Romania in the early 2000s, my mom often bought Avon products. Our house was always filled with them, and I loved flicking through the brochures. The best part was rubbing the scented pages to get a whiff of the perfumes and creams; it felt like a bit of luxury in everyday life. 

After moving away from Romania, I hadn't thought about Avon for years, until I stumbled across a representative at a job fair. He spoke about how rewarding the work was, the trips they took, and the community around the brand. That's when I thought, 'Maybe I should give it a try and sign up as a rep too.' 

I'll admit, I'm not the type to go door-to-door; however, sharing my passion online feels like a natural fit, and it allows me to reach more people across the UK. At a time when I'm focused on saving money without compromising on quality, Avon gives me that balance, and that's why the brand still resonates with me today. 

Global reach and local connections

Avon isn't just a household name in the UK or the US; it's a global brand with representatives in over 100 countries. Despite being huge, its model is hyper-local. Representatives know their communities, recommend products tailored to local needs, and maintain a personal touch that big retailers can't. 

A heritage of empowering women 

At its core, Avon isn't just about cosmetics; it's about opportunities. For generations, it's given women flexible work and financial freedom. That purpose-driven story still resonates today. People buy into brands that stand for something bigger, and Avon's alignment with women's empowerment and charitable causes (like breast cancer awareness) has helped it stay relevant. Additionally, it's a no-brainer because Avon is also a cruelty-free brand, and it will never test on animals, unlike some major retailers. 

Resilience through touch times 

Let's be honest, Avon isn't at its peak. It has faced declining sales in some markets, leadership shake-ups, and the pressure of competing with online giants. But its ability to pivot, restructure, and find new ways to engage with customers shows grit. For instance, I was told by a representative that when COVID-19 hit, the brand spent a lot of money perfecting the app to make it easier for its representatives to still share brochures despite not being able to distribute physical ones. That means they are innovative and also take care of their representatives. 

Final thoughts 

Avon's success is a result of reinvention, strong values, and deep community ties. In 2025, it may not look the same as it did in 1886, or even in the 1980s, but that is the whole point. This brand continues to prove that when you care about the future, its people, and the products, brands can thrive, and so can anyone who is a part of it. 

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