Avon is expanding into health & wellness, and has created a new position to lead the new category. Anjana Srivastava, a direct selling Industry veteran and experienced scientist, is Avon’s new President of Health and Wellness in the U.S.

Srivastava, a direct selling industry veteran and accomplished scientist, will lead the health and wellness vision for New Avon, and will be responsible for building the team and strategy for the company’s expansion.

Srivastava will focus on engaging strategic partners, identifying new product opportunities and bringing innovative products to market. She said, “I am thrilled to join Avon and lead this exciting expansion into Health and Wellness…Over the coming months I look forward to building my team, securing best-in-class partners, and ultimately laying out a smart, strategic path for providing Representatives and consumers a portfolio of new products that live up to Avon’s industry-leading standards, and access to health related information they can trust.”

Srivastava will report to Avon’s CEO, Scott White. White said, “Anjana’s broad expertise across direct selling, science, and the Health and Wellness industry uniquely qualify her to lead New Avon’s entrance into this market.”

A New Focus on Wellness

Health and Wellness is currently the largest product category in the direct selling channel, representing 33.5% of total sales. It is also the fastest growing segment in the channel, increasing 16.3% to $12.1 billion in 2015.

This initiative, set to launch in 2017, is consistent with Avon’s strategy of broadening its consumer base through a competitive product portfolio, while at the same time providing compelling earnings opportunities for Avon Representatives.

White commented, “For 130 years, Avon has proudly championed the wellbeing of women. Our Health and Wellness business will build upon that legacy – delivering products that help women look and feel beautiful, fit and healthy. As we transform New Avon into the leading social selling company in North America, we look forward to establishing a Health and Wellness destination valued by consumers, while maximizing the opportunity for our Representatives to grow their businesses and their earnings.”