March 3, 2020

LG Household & Health Care Acquired Avon Which Means You Can Buy Belif From Avon

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Love Belif The True Cream Aqua Bomb? Well, now you can purchase it as well as products from other Korean brands like the Face Shop from Avon thanks to the fact that Korean parent company, LG Household & Health Care, acquired Avon back in October.

For Korean skincare and makeup aficionados the LG Household & Health Care is likely well known as it’s the parent company of a variety of brands like The History of Whoo, VOV, VDL, The Face Shop, and many others.

Already Avon has The Face Shop up and available online. It feels a little odd seeing Korean brands popping up on Avon’s website but still kind of cool too. Avon has long since needed a reboot and maybe this is exactly what they need to gain more interest.

Don’t worry the Avon you know and love is still here but they’ll be new additions and brands that they will offer along side their own products. I wonder the LG Household & Health Care’s influence will give Avon a leg up in the world of K-Beauty. K-Beauty is sort of an older trend at this point but still a popular one to say the least so I’d love to see Avon do something interesting with newer skincare and makeup launches and more K-Beautyish!

We’ll see how it goes.

In the meantime, you’ll be seeing brands like Belif available the next time you’re browsing Avon’s website or an Avon catalog!


I receive a small commission if you shop through my link.

About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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  • Stacy Kraft

    I’m wondering if this acquisition will bring some of the more unique Avon scents that are only available in Europe. I think Avon started to dip their toe into the “niche” type fragrances with Velvet and the Story Scents and they were nice.

    I’ve heard some great things about the Belif aqua bomb, but why on earth did they add fragrance? Ugh!!

    • Isabella Muse

      I’d like to see that because Avon, over the years, has some great fragrance but the last ten years they have been a bit flat. I totally agree on velvet though and the story scents. I’d like to see more fragrances from Avon and what I’d really like to see is a return of California! And alcohol le sigh! It’s still my favorite product ever but the scent and alcohol def make me cringe!

  • Christina

    Well, that’s a surprise purchase. LOL! LG was the last company I expected to buy Avon. I wonder what type of changes we’ll see to the Avon line itself. Will we get more “trendy” skincare and makeup? I find this so bizarre as Korean cosmetics is so different from Western cosmetics. Looking forward to see what they come out with.

    • Isabella Muse

      ditto! It’s so weird right? I hope to see Avon evolve because of it! It would be nice to see how a Korean parent company can influence a western brand! ;_D


      I’ve been selling Avon for 29 years, and I can say this is a very exciting time to be a part of Avon! I am just loving all the new things the LG is bringing us, they have reinvigorated my motto “I get paid to play with makeup!”

  • kaide_beaute

    I am actually a new Avon Rep, I just signed up! There are a lot of exciting products being launched because they are part of the LG brands! That is why you are now seeing The FaceShop, Perioe, Elastine, and VDL just to name a few. You will also see CHI and BioSilk being offered based on their joint venture since 2013. There are lots of exciting things coming!

    As for their latest fragrances, it could just be me but I think Live Out Loud reminds me of Lancome I just can’t put my finger on the exact one.

  • kjh

    Lee Ji Ham? STS (shocked the $#!+) out of me. I always wondered if the beauty family was a division of the huge LG conglomerate. Avon has made some progress in their collections and packaging of late, but they certainly lost ground since their ‘you know the salesperson’ time ~30 years ago, when most women went to work, and the door-to-door Avon lady, probably of the 50s,when most women stayed home. It only shows that Avon can adapt to the times. And yes to unscented, though I have to admit to using scented products that do not provoke my skin.

  • Jennifer F

    The new Avon product line up from LG Korea is AMAZING! The facial massager roller and the Face Shop Lasting Ink Foundation are my two faves. I’ve been able to either swatch or test all the new Korean products (my Avon lady is THE best: Theresa Kraai) and am excited with Avon products again after YEARS of not buying from them (wasn’t seeing anything new and cutting edge). They are even doing the CBD thing…the jasmine body cream…to die for scent! My fave perk: they always have sales and generous gifts with purchase unlike Sephora (who carries also carries Belief). When I ordered the Lasting Ink foundation it came with a travel bag with 5 huge deluxe sized Korean products in it (like the rice face cleanser was enough for a month of uses!) I have some mini reviews on my instagram @jennifer.refinedbeauty if you want to see which products I really like. Love your posts Muse!!! Please don’t ever stop writing them!

  • Annamaria De Lillo

    Avon is in the middle of an explosion of new products from South Korea (K-Beauty), specifically The Face Shop (cushion foundation, which also comes in liquid form; blushes and highlighters), primers, lipstick and lipgloss, Flat Velvet Lipstick, MonoPop Eyeshadow Palettes, the Dr. Belmeur line of cleansers and moisturizers and serum (which is tested for sensitive skin); Rice Water Bright Foaming Cleanser and facial wipes, The Therapy line (anti-aging serum and moisturizer) and The Solution facial masks. They just started carrying Belif Aqua Bomb and Belif Moisturizing Bomb. They also now have Green Goddess CBD facial oil, and Veilment CBD Body Creams. Their Glimmershadows and GlimmerKiss (shadows and lip color with buildable flecks of shimmer/sparkle) is GORGEOUS! They have been introducing more and more products that are VEGAN! YAAAASSSS!! Finally, they are getting into the cleaner realm with PARABEN-FREE, SULFATE AND PHTHALATE-FREE products. They even have Root Touch-Up powder from The Face Shop. Of course, as with anything new, the prices have gone up but they are comparable to what you would pay in any Ulta or Sephora. I have been an Avon Representative for a long time and it is so exciting to see all these on-trend and cutting-edge, more upscale products!! The entire Anew Hydro-Fusion line is FABULOUS – 1.5% PURE hyaluronic acid, and MORE GREAT STUFF!!

  • Linda

    I loved Avon as a kid. My grandma was an Avon lady and she would let me help her pack the orders and deliver them. Great childhood memories. Some Of their products were amazing but others were odd or cheap. I always had a soft spot for the brand. I guess it’s not really safe going to random strangers houses anymore. I would think most of their business is online now? Thanks for the news about the most bizarre acquisition of the year so far!

    • Annamaria De Lillo

      Yes, Linda – Avon has been online for quite a while now. You can message me for more information! Muse, I hope it’s o.k. to let Linda know she can message me privately for more information on my Avon Facebook page – I hope just telling her that doesn’t get me in trouble! Thanks!