It’s a bright, sunny day here in Garwolin, Poland. It’s fitting. I’m here with Avon, visiting its biggest factory, in a bid to find out what makes the brand shine so brightly after all this time, this year marks 139 years since its launch, after all. In a world where new beauty brands are cropping up thick and fast, Avon is a true stalwart. Not only is it surviving, it’s flourishing. And for good reason.
Avon’s mission is a simple one: to create high-quality beauty products that every woman can afford and love. “We use our world-class innovation capabilities to develop award-winning, confidence-boosting products, ensuring the very best in beauty is accessible and affordable for all, more important than ever within the context of the higher cost of living,” Özlem Çitçi, Avon’s Chief Marketing Officer, tells me.
Today in Garwolin, I pore over the latest launch, a relaunch, to be exact. Avon’s Ultra Lipstick first graced the market back in 2021, going on to sell an impressive one every three seconds across the world. Now, as I watch the neatly nibbed pigments being pressed into shiny black bullets, I ask what’s changed.
"We asked 3,000 people around the world, what’s the most important thing to you when buying a lipstick?’” reveals Çitçi. The answer? That the colour you see on the lipstick is the actual colour you see on your lips.
Ultra Lipstick (RRP: £8.50) is now formulated with 25% more pigment to deliver high-impact colour that matches the intense colour you see on the lipstick bullet. Now available in an expanded range of Matte, Creamy, and Shimmer finishes, featuring on trend, easy-to-wear shades. "Every new formula has been tested on a wide range of skin tones to ensure the shades are truly universal" explains Jessica Deckers, Global Innovation Lead. Indeed, one slick across my own lips provides proof of its prowess, think a rich, creamy pigment infused with vitamin E, avocado oil, and jojoba oil. Hydration, nourishment, and beautifully rich colour? That’s three ticks from this (admittedly fussy) beauty editor.
And they aren’t stopping there. Avon’s 2025 vision continues to be an admirable one "From empowering women through economic opportunity to creating inclusive policies that support our teams, we strive to make equality a reality” says Kristof Neirynck, Avon CEO and proud ally to women all over the world, reaffirming the brand’s dedication to supporting women. From 1st March, for International Womens Day Avon is launching a limited-edition “Voice for all” wrap for their latest Ultra Lipstick in the shade Power Pink, which will help support women with every sale. Proceeds will raise vital funds for Refuge and Women’s Aid working to end gender-based abuse, advocate for gender equality, and help women create lasting change. Here, beauty is the ultimate form of empowerment.
Of course, behind Avon’s exciting new launches and commitments lies an impressive team of scientific researchers, over 200, to be exact. Alongside their world-class laboratory in Brazil is the Garwolin Research and Development department, where I’m currently standing. Speaking to the scientists, one thing is immediately apparent: they are all passionate about what they do.
These scientists (all women today, I’m thrilled to add) go beyond just making lipsticks, they work tirelessly to create products that are the perfect fusion of beauty and science. Think efficacious ingredients married with the same luxury finish you’d expect to find in a high-end brand.
"Blind testing results have revealed that consumers prefer many of Avon’s products to luxury alternatives." one scientist tells me with pride. It’s no wonder, then, that the Garwolin factory received a distinction in the Factory of the Year category at the Green Industry Diamonds Awards, reflecting its innovation, efficiency, safety, and employee engagement.
Today, it’s no longer enough to have good products, brands that seek to do good, too, stand out above the rest. The Garwolin factory is taking impressive measures to help meet Avon’s ambitious sustainability targets. The new Ultra Lipstick packaging is fully recyclable, part of the brand’s mission to reduce the environmental impact of its packaging. Currently 80% of packaging is reusable, recyclable, or compostable, with a goal to reach 100% by 2030. Not only that, all Avon beauty and personal care products are approved by Cruelty Free International under the Leaping Bunny Programme. It’s impressive stuff that taps into a new generation of mindful beauty consumers.
As I leave the factory (via the staff shop, obviously), it feels to me that Avon is just getting started. From exciting new lipstick launches to impressive pledges toward sustainability and women’s empowerment, affordable luxury remains at its core.
In the words of Deckers, "Avon is about celebrating every woman and every story, and every shade of beauty via timeless essentials and the hottest trends."
Beauty that looks good and does good? That’s Avon.