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Avon Products, Inc, known as Avon, founded by David H. McConnell in 1886 is a direct selling company in beauty, household, and personal care categories. Avon had annual sales of $5.7 billion worldwide in 2016. It is the fifth-largest beauty company and, with 6.4 million representatives, is the second largest direct-selling enterprise in the world (after Amway). Avon Products is a multi-level marketing company. The company's CEO is Jan Zijderveld, who was appointed to the position in February 2018.