Avon has announced the launch of its first K-beauty collection, with the products being launched into Russia first before rolling out across Europe in early 2019.

The move is part of the company’s ongoing transformation strategy, with the range of masks and hand creams being made within Korea. Developed in partnership with Korean innovation experts, Avon has teamed up with Bonne, a leading developer and manufacturer of luxury beauty.

Louise Scott, Avon’s chief scientific officer, said of the new collection, “Korean beauty is expected to hit USD13.1 billion by 2020 – it’s the fourth largest skincare market in the world.”

Mr. Scott added, “Avon has a rich history in world-class innovation and when combined with something as on-trend as K-beauty and the digitization of our business, it’s exciting for our customers and representatives. The K-beauty collection brings innovative formulas and authentic ingredients that we do not have anywhere else in our portfolio. It’s a thrilling evolution in our mission of making top-quality products available to everyone.”

The products include ingredients such as cica, chaga mushrooms, and hydrogel, with the products being free from mesh or nets.