Walgreens Boots Alliance adds to its owned brand beauty portfolio

DEERFIELD, Ill.- Walgreens Boots Alliance will be placing another owned beauty brand from the U.K. alongside its popular Boots No7 brand. On Thursday, the company announced the acquisition of Liz Earle Beauty, owner of the Liz Earle skincare brand, from Avon in an all-cash transaction valued at $215 million.

 

Liz Earle is an award-winning premium skincare range that uses naturally active ingredients and is recognized as one of the leading botanical brands in the U.K.

 

"Liz Earle is the perfect fit for Walgreens Boots Alliance where it already has a strong presence in its retail stores," stated Sheri McCoy, Avon CEO. 

 

Avon acquired Liz Earle in March 2010 and has since managed the brand as a standalone business from the core direct-selling business.