March 26, 2010 (FinancialWire) — Avon Products, Inc. (NYSE: AVP) said it has acquired UK-based Liz Earle Beauty Co. Ltd., a privately-held brand of skincare products sold primarily through direct-to-consumer channels.

The brand will become part of Avon's global skincare portfolio, leveraging Liz Earle's focus on botanical ingredients and natural positioning.

Avon said that the acquisition was consistent with its previously stated intention to explore opportunities that would complement its core beauty direct-selling business.

The company also stated that Liz Earle Naturally Active Skincare will continue to be managed independently as a stand-alone brand under the leadership of co-founders Liz Earle and Kim Buckland, and will maintain its headquarters in Ryde, Isle of Wight, United Kingdom.

New York-based Avon is a direct seller of beauty products that markets to women in more than 100 countries through around 6.2 million active independent Avon sales representatives.

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