Pivot · United States · 1886–2020
Avon: a bookseller's free perfume builds a direct-selling empire
David McConnell sold books door to door with a free perfume sample. Customers wanted the perfume, and his network of women sellers became Avon.
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
by the numbers
- Founded
- 1886
- Renamed Avon
- 1939
- Representatives at peak
- millions worldwide
- Acquired by Natura
- 2020
What happened
David McConnell was a travelling book salesman who gave free perfume to women who listened to his pitch. He realised the perfume was more popular than the books, and in 1886 founded the California Perfume Company in New York.
His first representative, Mrs P.F.E. Albee, recruited other women to sell, at a time when few women had paid work. The direct-selling model needed no shops: representatives sold to friends and neighbours and earned commission. The company was renamed Avon in 1939.
Avon grew into one of the largest beauty companies in the world, with millions of representatives at its peak. As shopping moved online and to stores, the model weakened, and Brazil's Natura acquired Avon in 2020.
Timeline
- 1886
California Perfume Company founded.
- 1939
Renamed Avon.
- 1950s
‘Avon calling’ advertising made it a household name.
- 2020
Acquired by Natura &Co.
what made it work
- Followed customer demand for the free gift.
- Built a distribution network from part-time sellers.
- Trust between friends and neighbours drove sales.
the lesson
A distribution model built on personal relationships can scale enormously — but must evolve when shopping habits change.
Apply it to your business
- 1Notice which free extras customers value most.
- 2Can your customers become your sales force?
- 3Revisit your distribution model as buying habits shift.
Laws at work in this story
Figures are rounded and drawn from public reports, company filings and widely cited coverage at the time. Check the company's latest filings before relying on any number.