Global beauty brand Avon has announced its first retail partnership in the UK as it rolls out products in more than 100 Superdrug stores nationwide.

Avon products spilling out of Superdrug bag

Avon has launched a partnership with Superdrug to sell in stores and online

Avon, which is owned by Brazilian cosmetics giant Natura & Co and sells through a sales representative model globally, will also be available to buy on Superdrug’s website from October 9.

More than 150 of the beauty brand’s products will be available both in stores and online, demonstrating “Avon’s ongoing transformation into a truly omnichannel beauty company” as the business continues to widen its customer base.

Avon chief executive Angela Cretu said: “We’re thrilled to connect with new customers across the UK by introducing Avon products into Superdrug stores.

“We understand that people like to shop in different ways, whether it’s a personal consultation with one of our amazing reps who provide tailored beauty advice, via our online channels or now in Superdrug stores. We’ll now be able to reach even more people who want high-quality, innovative and, most importantly, affordable beauty products.”

Simon Comins, chief commercial officer at Superdrug, said: “Avon is such a beloved and widely recognisable brand, and we couldn’t be more excited to be exclusively launching the cult-favourite products to our savvy shoppers.

“With 137 years of history in the beauty industry, we’re proud to be Avon’s first and only retail partner in the UK, and continue to offer high-quality brands with exceptional value to our customers.”