Dislog Group has taken a major step forward in the beauty industry by acquiring full ownership of Avon’s Moroccan subsidiary. The deal, finalized on June 2, 2025, gives Dislog complete control over Avon Beauty Products SARLU, positioning the company as the sole operator of the iconic brand in Morocco.
This strategic move not only strengthens Dislog’s exclusive brand portfolio but also aligns with Avon’s broader ambition to boost product availability across multiple sales channels. Previously, the two companies had been collaborating since January 2024, with Dislog acting as a distributor. Now, the relationship enters a new phase as Dislog becomes the exclusive steward of the Avon brand within the country.
According to Mehdi Bouamrani, Senior Vice President at Dislog, the acquisition reflects Avon’s confidence in Morocco’s growing beauty market and in Dislog’s ability to scale the business. He emphasized that this transition signals a deeper commitment to expanding the brand’s local footprint and meeting rising consumer demand.
Avon shares that outlook. Badr Nassili, the company’s General Manager for Spain and North Africa, welcomed the partnership as an opportunity to reinforce Avon’s traditional direct-selling model through its network of representatives while simultaneously opening up to wider retail distribution. The ultimate goal, he said, is to make Avon’s products more accessible to Moroccan consumers across the board.
For Dislog, this isn’t just about expanding a product line—it’s a piece of a broader growth plan. “This acquisition strengthens our beauty division and reaffirms our leadership in the key sectors of what we call the ‘life economy,’” said Moncef Belkhayat, Chairman of Dislog Group, referring to the company’s long-term strategy to dominate high-demand consumer categories.
The transaction was supported by Deloitte & Touche on the financial front and legal counsel was provided by Rachid Hilmi. On Avon’s side, Ernst & Young and attorney Mohamed Oulkhouir of the CWA firm handled advisory roles.
