Avon is one of the most familiar beauty brands in Brazil, but the app side of it has built up friction. App-direct prices rarely match what a consultora can stack with her own promo codes, the catalog refreshes on Avon's campaign Ciclos rather than reacting to demand, and the mass-market positioning leaves several categories (active-ingredient skincare, niche perfumery, premium imports) thinner than what specialists carry. Avon now sits under the same parent group as Natura (Natura&Co), which means the natural pivots are closer than they were five years ago, but they are not the only ones worth installing.
This guide compares 7 Avon alternatives for Brazilian beauty shoppers in 2026. We mix direct Brazilian competitors, the international premium catalog, the multi-brand marketplaces that often beat single-brand pricing, and the ethical body care brand that the Natura&Co group sold off in 2023. For the sister-brand pivot inside the same group, see our Natura alternatives; for the heritage-perfume Brazilian rival, see O Boticário alternatives.
Quick comparison
| App | Best for | Strength | Trade-off |
|---|---|---|---|
| Natura | Same Natura&Co parent, premium tier | Sustainability story and refillable lines | App pricing trails consultora deals too |
| O Boticário | Brazilian heritage perfumes and retail | Dense store network and Viva loyalty stack | Pricier than Avon on equivalent categories |
| Sephora | International premium brands | Beauty Insider perks and curated launches | Pricier than Avon across most tiers |
| Beleza na Web | Professional hair and dermocosmetics | 250+ brands Avon does not carry | Less local-brand depth |
| Época Cosméticos | Niche perfumery and Black Tag perks | 15,000+ SKUs with loyalty returns | Smaller catalog than Sephora |
| The Body Shop | Ethical body and skincare | Long-running cruelty-free positioning | Premium pricing tier |
| Mercado Livre | Cross-brand cosmetics marketplace | Massive third-party catalog and ML Full delivery | Counterfeit risk on premium SKUs |
Why people leave Avon
The complaints are consistent across reviews, forums, and consultora-versus-app pricing comparisons.
- Consultora-routed pricing. The Avon representative network still drives the best deals. App-direct prices rarely match what a consultora can stack with her own promo codes, so casual buyers feel they are paying the listed price while regulars pay less.
- Ciclo cadence. Headline promotions follow Avon's Ciclos (campaign windows). Off-cycle, the app rarely flexes on flagship perfume, makeup, or body lines.
- Mass-market positioning. Avon's brand image sits below Boticário and Sephora on aspirational tiers. Shoppers wanting a more premium feel for skincare or perfume routinely add a second app.
- Active-ingredient skincare depth. Compared to dermocosmetics specialists, Avon's retinol, vitamin C, and niacinamide ranges are thinner. Buyers chasing actives tend to add Beleza na Web or Época on top.
- Quality variance. Across the broad mass-market catalog, product consistency varies more than what single-tier brands deliver. Reviews on hair and skincare lines flag this most often.
Which app should you choose?
- Natura if you want the closest sister brand inside the same Natura&Co group.
- O Boticário if you want Brazilian heritage perfumes and dense store retail.
- Sephora if you want international premium brands.
- Beleza na Web if you want professional hair and dermocosmetics.
- Época Cosméticos if you want niche perfumery and Black Tag rewards.
- The Body Shop if you want ethical body and skincare.
- Mercado Livre if you want cross-brand cosmetics in one app.
1. Natura — best sister brand inside Natura&Co
Natura sits under the same parent (Natura&Co) as Avon, but the buying experience is meaningfully different. The catalog spans perfumes (Ekos, Kaiak, Tododia, Essencial), body care, makeup, and skincare at a tier above Avon's everyday pricing. The sustainability story — Amazon-sourced ingredients, refillable Tododia and Ekos lines, B Corp certification — is the most visible move-up reason for Avon shoppers who already trusted the Natura&Co label.
Where it falls short: The consultor network still drives much of the buying. App-direct pricing is less aggressive than direct-from-consultor, the same problem Avon shoppers already know.
Pricing: Free to download. Free shipping on qualifying orders. Installments available.
Avon vs Natura: Avon wins on entry-level pricing and broader everyday catalog. Natura wins on sustainability messaging, refillable packaging, and a more premium tier across perfume and skincare.
Bottom line: Pick Natura when you want the move-up brand inside the same parent group, with a stronger sustainability story than Avon delivers.
2. O Boticário — best for Brazilian heritage perfumes and store retail
O Boticário is the Brazilian heritage rival Avon shoppers most often compare against. The flagship perfume lines (Lily, Floratta, Elysée, Glamour, Coffee) anchor the catalog, the Make B. and Botik lines cover makeup and dermocosmetics, and the Viva O Boticário loyalty stack rewards consistent spending. The dense physical store network gives in-person sampling and pickup that an Avon app shopper does not get.
Where it falls short: Pricier than Avon across most equivalent categories. Viva O Boticário promotions assume regular purchases, so casual buyers do not see the headline deals.
Pricing: Free to download. Viva O Boticário loyalty returns points on spending. Store pickup available.
Avon vs O Boticário: Avon wins on price and consultora reach into smaller cities. Boticário wins on store retail, perfume heritage, and loyalty stack depth.
Bottom line: Pick O Boticário when Brazilian perfume heritage and in-person store sampling matter more than rock-bottom catalog pricing.
3. Sephora — best for international premium brands
Sephora's Brazilian app carries the international premium catalog: Dior, Rare Beauty, Lancôme, NARS, MAC, Benefit, Fenty Beauty, Sol de Janeiro, Clinique. The Beauty Insider Brasil program rewards repeat buyers with samples, free shipping for members, birthday gifts, and R$50 redemption thresholds. First-time app buyers get a 10% off coupon (APPSEPHORA10) on the initial order.
Where it falls short: Significantly pricier than Avon across equivalent categories. Several imported brands carry steep markups versus their US or European list price.
Pricing: Free to download. Beauty Insider free to join. Free shipping for members on most orders.
Avon vs Sephora: Avon wins on price and breadth across everyday essentials. Sephora wins on premium brands, international launches, and a more polished app experience.
Bottom line: Pick Sephora when international premium brands and reliable global launches in Brazil are worth the price step-up from Avon.
4. Beleza na Web — best for professional hair and dermocosmetics
Beleza na Web is the largest Brazilian multi-brand beauty marketplace, with 15,000+ products from 250+ brands. Professional hair lines (Wella, L'Oréal Professionnel, Kérastase, Schwarzkopf) sit alongside dermocosmetics (La Roche-Posay, Vichy, CeraVe, Eucerin) and cult international brands Avon does not carry. Loyalty perks return value on repeat purchases.
Where it falls short: Local Brazilian heritage brands are less prominent. App polish trails Sephora's. Free shipping thresholds vary by category.
Pricing: Free to download. Loyalty rewards on repeat purchases.
Avon vs Beleza na Web: Avon wins on consultora pricing and Brazilian heritage. Beleza na Web wins on professional and dermocosmetics range Avon does not stock.
Bottom line: Pick Beleza na Web when professional hair, dermocosmetics, or international cult brands matter more than Avon's heritage range.
5. Época Cosméticos — best for niche perfumery and Black Tag perks
Época Cosméticos pairs a broad multi-brand catalog (15,000+ SKUs) with the Black Tag loyalty program, which returns points on repeat purchases and unlocks exclusive launches. Imported perfumery sits at the top of the catalog, with brands beyond what Avon's mass-market range carries. Free-shipping promotions and category kits run frequently.
Where it falls short: Smaller overall catalog than Sephora or Beleza na Web. Loyalty perks ramp up only with repeat spending.
Pricing: Free to download. Black Tag program returns points and exclusive offers.
Avon vs Época Cosméticos: Avon wins on entry pricing and consultora reach. Época wins on niche imported perfumery and loyalty payback over time.
Bottom line: Pick Época Cosméticos for niche perfumery and a loyalty program that pays off on repeat spending.
6. The Body Shop — best for ethical body and skincare
The Body Shop's Brazilian app handles online orders for the brand's body care, skincare, hair products, and home fragrances. The ethical positioning (cruelty-free, fair-trade ingredients, refillable packaging) has anchored the brand for decades. The brand sat under Natura&Co until 2023, when Aurelius acquired it, but the product range and Brazilian app have continued operating. Store pickup is available without shipping fees on qualifying orders.
Where it falls short: Premium pricing tier across most categories. Active-ingredient skincare runs thinner than dermocosmetics specialists like La Roche-Posay or Vichy.
Pricing: Free to download. Exclusive in-app coupons and free pickup at stores.
Avon vs The Body Shop: Avon wins on price and catalog breadth. The Body Shop wins on ethical positioning, refillable body care, and a more premium feel across body and skincare.
Bottom line: Pick The Body Shop when refillable body care and sustained ethical positioning matter more than Avon's catalog breadth.
7. Mercado Livre — best for cross-brand cosmetics in one app
Mercado Livre's beauty category lists thousands of products across brands, including imported items that do not reach Brazilian retail directly. Third-party sellers compete on price, often beating brand-direct on the same SKUs. Mercado Livre Full handles fulfillment with same-day or next-day delivery in capitals, and seller reputation scoring helps filter trustworthy stores.
Where it falls short: Counterfeit risk on premium and imported brands. Stick to verified official stores and high-reputation sellers. Authenticity guarantees are buyer-verified, not brand-verified.
Pricing: Free to download. Free shipping on most Full orders above R$79.
Avon vs Mercado Livre: Avon wins on brand-direct authenticity and consultora relationships. Mercado Livre wins on cross-brand pricing and access to SKUs Avon does not import.
Bottom line: Pick Mercado Livre when you already know the brand and SKU and want a cheaper price than brand-direct, with the discipline to vet sellers carefully.
How to choose
For the closest move-up inside the same Natura&Co parent, install Natura. Same group on the back end, a more premium tier on the front end, and a sustainability story Avon's catalog does not lead with.
For Brazilian heritage perfumes and dense retail-store sampling, O Boticário is the rival Avon shoppers compare against most. Pricier, but the Viva loyalty stack rewards consistent spending.
For premium imports and international launches, Sephora is the cleanest experience. Beauty Insider perks compound for repeat buyers.
For professional hair, dermocosmetics, or niche perfumery, Beleza na Web or Época Cosméticos carry brands Avon does not stock. Beleza na Web wins on professional and clinical lines; Época wins on imported perfumery and loyalty over time.
For ethical body and skincare with refillable lines, The Body Shop has the longest-running positioning in the category. The Brazilian app handles store pickup well.
Stay on Avon if you have an active relationship with a consultora who routinely beats app pricing, you rely on Avon's pace of campaign launches across perfumery and makeup, or you specifically buy the Renew, Power Stay, Far Away, or Anew lines and the everyday body care that anchors the catalog. For everything else, the alternatives above cover more variety, sharper specialization, or a more premium feel for the price step.
FAQ
Is Natura the same company as Avon? They sit under the same parent group (Natura&Co) since the 2020 acquisition, but they operate as separate brands with separate apps, separate catalogs, and separate pricing tiers. Natura positions premium and sustainability-led; Avon positions mass-market and lower-priced.
Which app is cheaper, Avon or Boticário? Avon is typically cheaper across equivalent categories, especially when consultora pricing is in play. Boticário's premium positioning and Viva loyalty rewards make it competitive only for buyers with consistent spending.
What is the best international alternative to Avon? Sephora carries the broadest premium international catalog in Brazil. Beleza na Web competes on specific categories like professional hair and dermocosmetics. Mercado Livre fills gaps for imported SKUs that neither directly stocks.
Can I buy Avon products on Mercado Livre? Yes, through third-party sellers. Authenticity is buyer-verified — stick to high-reputation stores. Avon's own consultora network typically beats Mercado Livre prices on flagship perfume and Renew lines.
What do Brazilians use besides Avon for perfumes? Natura, O Boticário, Sephora, and Época Cosméticos cover most perfume buying. Mercado Livre often beats retail pricing for buyers who can verify authenticity through seller reputation.