Cosmetics company, Avon, has promoted its Chief Marketing Officer Kristof Neirynck as its new Chief Executive Officer.

He succeeds Angela Cretu, who has been with the company for over 25 years.

Neirynck will take over the role from January 2024 after two years of heading up the brand’s marketing division, while also taking on the role of managing director for Western Europe earlier this year.

“I am honoured to take on this new role at Avon and continue its evolution to become an omnichannel, relationship-selling business, with Representatives at its core,” Neirynck said.

“We have an iconic brand: innovative, and affordable products, and a business model that creates opportunities for women to embrace their power, on their own terms.”

Natura &Co CEO Fabio Barbosa added: “Angela’s departure has been a thoroughly planned process, coming only after stabilising the business and identifying the right successor.

“We are thrilled that she will continue to be by our side, and in the name of the board, I would like to thank her deeply for her leadership.

“I’m delighted to welcome Kristof as CEO of Avon, capitalising on his deep understanding of the business, its spirit and values,” Barbosa concluded.

Before Avon, Kristof served as the Chief Marketing Officer for Global Brands at Walgreens Boots Alliance (WBA). In this position, he oversaw a portfolio of over 20 owned brands across beauty and consumer healthcare.

Prior to WBA, he spent 13 years at P&G, where he held leadership positions in key divisions.