On june 2, 2025, Dislog Group announced the acquisition of 100% of the share capital and voting rights of Avon Beauty Products SARLU, the Moroccan subsidiary of the global cosmetics leader Avon Cosmetics. This move is part of Dislog's broader strategy to expand its portfolio of exclusive brands in the Moroccan market, while aligning with Avon's roadmap to make its products more accessible across all distribution channels. Since January 2024, Dislog has been Avon Morocco's official distribution partner. According to Mehdi Bouamrani, Senior Vice President of Dislog Group, "this operation once again confirms the confidence of leading global players in the growth potential of the Moroccan market, and especially in Dislog Group's ability to support and accelerate these growth ambitions. We've been supporting Avon Morocco as a distribution partner since January 2024, and we are now very honored to confirm our position as a strategic partner in the development of this wonderful brand." At Avon Cosmetics, the strengthened partnership is also welcomed with optimism. Badr Nassili, General Manager for Spain and North Africa, said: "We are very pleased to strengthen our partnership with Dislog Group by entrusting them with the exclusive development of our brand across all distribution channels in the Moroccan market. We are confident that this partnership will generate greater shared value by consolidating direct sales through Avon representatives, and most importantly, by making our brand and products accessible to more Moroccan consumers who choose to shop through various retail channels." This acquisition fully aligns with Dislog's ambition to become a major player in hygiene, health, food, and now beauty. Moncef Belkhayat, President of Dislog Group, emphasized that "we are continuing to strengthen our beauty division, thus positioning Dislog Group as the Moroccan leader in the development of more than 200 brands tied to the life economy, notably in hygiene, food, health, and beauty." For this transaction, Dislog Group was advised on M&A by Deloitte & Touche and on legal matters by Maître Rachid Hilmi. Avon Cosmetics was supported by Ernst & Young for M&A advisory and by Maître Mohamed Oulkhouir from the CWA law firm for legal matters. Founded in 2005, Dislog Group has established itself as a leading industrial player in Morocco's fast-moving consumer goods (FMCG) sector. It operates in three high-growth segments: hygiene (liquid detergents, multipurpose and specialty cleaners, bleach, tissue paper, baby diapers), health (multiform pharmaceuticals and dermo-cosmetics), and food (chocolates, biscuits, confectionery, organic soups, sauces, and juices). The group handles an annual logistics volume of 552,000 pallets, equivalent to around 440,000 tons, and employs 3,400 people across Morocco and Europe. With over 150 brands—both owned and partnered—Dislog works to improve the daily lives of households and consumers. This success stems in part from its "Full Service Provider" model, enabling the group to control the entire value chain, from production to the consumer's basket, through its various subsidiaries. Avon, for its part, is an iconic brand founded in New York in 1886. Renowned for its direct selling model, which has empowered millions of women financially, Avon is now part of the Natura &Co group. Its omnichannel approach allows consumers to access products whenever and wherever they want. Avon is committed to innovation, quality, accessibility, and ethical standards—all its products are certified cruelty-free by the Leaping Bunny program. Through Avon and the Avon Foundation, more than $1.1 billion has been donated to causes such as the fight against breast cancer and gender-based violence. By combining their strengths, Avon and Dislog aim to democratize access to beauty in Morocco, while reinforcing a growth model rooted in proximity, innovation, and social impact.
