Naturally active skin care brand, Liz Earle, has announced a partnership with global beauty giant Avon. Although both companies are calling it a partnership, other reports suggest an all cash buyout.
Liz Earle is a little known British beauty brand, renowned for natural products for face, body and soon to be, hair. Their ethos is to be naturally active and they are against animal testing. Avon, on the other hand, are not as animal friendly. Their own brand products are not tested on animals, but some of the brands they stock are not as squeaky clean. Most of Avon's products are not natural, but they have recently been pushing their own natural range, and this new partnership will establish them as one of the leading companies for natural products.
Liz Earle has announced that nothing within the company will change, from it's management to it's roots in the Isle of White.
For those of us who like our niche beauty products, it will be a sad day when Liz Earle is sold door to door and is no longer Britain's best kept beauty secret.
Liz Earle deserves the global success that a partnership with Avon will surely give them, and as long as their ethos and products stay the same, I am sure that this will be one of the greatest partnerships in the beauty industry.
Good luck to everyone at Liz Earle!
