Kristof Neirynck will assume the role of CEO of Avon as of January 1, 2024, succeeding Angela Cretu, who has been with the company for 25 years and will continue as an adviser for the organization.
Neirynck has led "a complete brand relaunch and achieved significant gross margin improvement," per Avon, and, in Wester Europe, improved profitability and stabilized the company's core direct selling channel. The executive was also instrumental in growing omnichannel access to the brand.
Neirynck previously served as CMO for global brands at Walgreens Boots Alliance and spent 13 years at P&G.
Cretu is credited with the launch of "a successful turnaround strategy," according to Avon, "streamlining our operating model and radically simplifying our portfolio."
Meanwhile, Alessandro Carlucci will rejoin the Natura &Co group as adviser to Avon to assist with the brand's ongoing turnaround and plans. Carluccie led Natura from 2005 to 2014.
“Angela's departure has been a thoroughly planned process, coming only after stabilizing the business and identifying the right successor," said Fabio Barbosa, Natura &Co CEO. "We are thrilled that she will continue to be by our side, and in the name of the Board, I would like to thank her deeply for her leadership. I’m delighted to welcome Kristof as CEO of Avon, capitalizing on his deep understanding of the business, its spirit and values. I am also pleased to welcome Alessandro back to the organization, bringing with him his expertise of direct sales and cosmetics."
Cretu said, “I have had the privilege of experiencing an Avon journey that has been nothing short of fascinating, addictive and fulfilling. I am grateful for the unwavering partnership and shared values of my Avon team, and for the wise guidance and support of my mentors, the Natura &Co founders and board. Most of all, my life's purpose and values have been shaped by the countless women from the countries where I have worked and lived, who generously shared their life stories with me.”
Neirynck said, “I am honored to take on this new role at Avon and continue its evolution to become an omnichannel, relationship selling business, with representatives at its core. We have an iconic brand: innovative, and affordable products, and a business model that creates opportunities for women to embrace their power, on their own terms.”
