Leading beauty brand New Avon Company has changed its corporate name to The Avon Company. Effective immediately, the name change reflects Avon’s unique history as America’s first direct selling company with roots dating back to 1886. According to CEO Paul Yi, the new name will “more clearly represent our vision and provide a more independent front” as the company grows. The former name will be officially retired and was a carryover of corporate restructuring after this, the North American business, separated from the U.K.-based Avon Products Inc. in recent years. In 2020, Avon unveiled multiple new brands, cross-brand partnerships and product offerings into the Avon portfolio, and the company will continue that innovation along with its legacy of empowering women through economic opportunity and entrepreneurship.