Natura &Co has appointed Kristof Neirynck, currently the Global Chief Marketing Officer and Managing Director for Western Europe, as the new CEO of Avon, as current CEO Angela Cretu is stepping down. After 25 years with the company, Angela Cretu will continue to support and contribute to the Avon business, as an advisor.

Under Angela’s leadership, Avon initiated a successful turnaround strategy, streamlining its operating model and radically simplifying its portfolio. Through a major transformation of the commercial model, R&D redesign, and technology modernization, Avon’s traditional direct selling model is transitioning to social selling, focusing on the future with an omnichannel approach. As CEO, Angela reignited Avon’s purpose-driven campaigning, empowering women to embrace their power and improve their lives with accessible world-class beauty and flexible earning and learning opportunities, while supporting causes like raising awareness of breast cancer and gender-based violence,” said Natura &Co in a statement.

As Global Chief Marketing Officer for Avon for the past two years, Kristof Neirynck drove a complete brand relaunch and achieved significant gross margin improvement. In early 2023, he assumed the role of Managing Director for Western Europe. “Under his leadership, the region’s profitability improved, the core direct selling channel stabilized, and significant omnichannel access to the brand was established,” said the Brazilian Group.

Before joining Avon, Kristof Neirynck served as the Chief Marketing Officer for Global Brands at Walgreens Boots Alliance (WBA). In this role, he oversaw a portfolio of 20+ owned brands across Beauty and Consumer Healthcare, representing over USD 4 billion in sales globally. Prior to WBA, he spent 13 years at P&G, where he held leadership positions in key divisions.

Alessandro Carlucci, who served as CEO of Natura from 2005 to 2014, will also be rejoining the Natura &Co group as advisor to Avon to assist with its continued turnaround and its plans for future growth.

"Angela’s departure has been a thoroughly planned process, coming only after stabilizing the business and identifying the right successor. 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," said Fabio Barbosa, Natura &Co CEO.