LG Sells Avon North America for About $6 Million — After Paying $125 Million
LG H&H sold Avon North America to Regent affiliate Stratford Worldwide for about $6 million, seven years after paying roughly $125 million — reuniting Avon globally.
TL;DR — LG Household & Health Care sold Avon North America to Regent affiliate Stratford Worldwide for about 8.3 billion won (roughly $6 million) — seven years after buying it for about $125 million — reuniting Avon North America with Avon International under one owner for the first time since 2016.
Sometimes the price tells the whole story. LG sold Avon’s North American business this week for a small fraction of what it paid.
The deal
LG Household & Health Care’s US arm agreed to sell 100% of The Avon Company (Avon North America) to Stratford Worldwide, an affiliate of Regent, for 8.3 billion won (about $6 million), with the final price settling at closing. LG H&H had bought the business in April 2019 for 145 billion won (about $125 million) and had converted $205.5 million of loans into equity before selling.
The deal closes September 1, 2026 and reunites Avon North America with Avon International, which Regent acquired in January 2026 — putting the two under common ownership for the first time since 2016. Lisa Siders, former COO of Avon International, becomes CEO of the combined business, succeeding Kristof Neirynck.
| 2019 purchase | 2026 sale | |
|---|---|---|
| Price | 145bn won (~$125M) | 8.3bn won (~$6M) |
| Buyer | LG H&H | Stratford Worldwide (Regent) |
| Additional capital | $205.5M debt converted to equity | — |
What they said
"Avon has touched lives for 140 years because it has always stood for something bigger than beauty: opportunity, independence and human connection." — Michael A. Reinstein, Founder, Chairman & CEO, Regent
Why it matters
- A costly exit. The gap between purchase and sale price, plus $205.5 million of converted debt, marks a heavy write-down for LG H&H.
- Direct selling is hard to turn around. Avon’s model has struggled against social commerce and DTC beauty.
- One Avon again. Common ownership ends a decade of split brand stewardship.
FAQ
How much did Regent pay for Avon North America?
About 8.3 billion won (roughly $6 million), with the final price settling at closing. LG Household & Health Care had purchased the business in April 2019 for about 145 billion won (roughly $125 million).
Why does this deal reunite Avon?
Regent acquired Avon International in January 2026. Adding Avon North America puts both businesses under common ownership for the first time since 2016, when the company was split.
Sources
Image: Avon Products logo (2023) by MissBanksFan84844748 — CC0, via Wikimedia Commons.
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