Dislog Group acquires Avon Morocco to strengthen its beauty portfolio and market access
The move reflects both companies’ commitment to meeting the rising demand of consumers in Morocco’s dynamic beauty market.
MOROCCO – Dislog Group has significantly strengthened its beauty portfolio and market access in Morocco by acquiring 100% of the shares and voting rights of Avon Beauty Products SARLU, the Moroccan subsidiary of the global cosmetics leader Avon Cosmetics.
This deal, finalized on June 2, 2025, marks a significant strategic move in Dislog’s expansion plan to consolidate its position as a leader in the Moroccan beauty market.
In this transaction, Deloitte & Touche and Maître Rachid Hilmi advised Dislog Group on the acquisition, while Ernst & Young and the CWA law firm’s Maître Mohamed Oulkhouir supported Avon Cosmetics.
Having served as Avon Morocco’s exclusive distributor since January 2024, Dislog now assumes full ownership, enabling it to oversee the brand’s comprehensive development across all distribution channels in the country.
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.”
The takeover aligns with Avon Cosmetics’ strategic roadmap to broaden product accessibility to Moroccan consumers beyond traditional direct sales through Avon representatives, opening up the brand to wider retail distribution.
This acquisition forms part of Dislog Group’s broader strategy to expand its exclusive brand portfolio and strengthen its position as a leading integrated industrial group operating across hygiene, food, healthcare, and beauty sectors.
With over 200 brands in its portfolio and a workforce of approximately 3,400 employees, Dislog leverages its strong local expertise to support the growth ambitions of global brands in Morocco.
Dislog Group’s full acquisition of Avon Morocco marks a decisive step toward deepening its footprint in the beauty industry, enabling comprehensive control over Avon’s operations in Morocco and promoting wider consumer access to Avon’s products through diversified channels.
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