Avon has joined forces with a Korean manufacturer to create its first K-beauty collection.
The collection of masks and hand creams featuring “top quality, cutting edge ingredients including Cica, Chaga mushrooms and Hydrogel” is currently being launched into Russia and will then be rolled out to other European markets early next year.
Developed in partnership with Bonne, a leading Korean developer and manufacturer of luxury beauty, the new product range is “made in Korea using authentic formulas and ingredients, harnessing the high performance, wonderful texture and eye-catching designs that are iconic in K-beauty products”.
According to Avon, the launch of the K-beauty collection is the latest milestone in the 130-year-old company’s transformation to “working with third parties and rapidly delivering on-trend products to meet local market needs”.
Avon’s chief scientific officer Louise Scott said it was a “thrilling evolution” for the brand.
“Korean beauty is the fourth largest skincare market in the world and is expected to hit $13.1 billion by 2020,” she said.
“Avon has a rich history in world-class innovation and when combined with something as on-trend as K-beauty and the digitisation of our business it’s exciting for our customers and representatives.
“The K-beauty collection brings innovative formulas and authentic ingredients that we do not have anywhere else in our portfolio.
“It’s a thrilling evolution in our mission of making top quality products available to everyone.”