New Avon has announced the appointment of Anjana Srivastava as the company’s President of Health and Wellness in the US. The newly established role was created to steer the company’s entry into the health and wellness market.

According to New Avon, health and wellness is currently the largest category in the direct selling channel, representing 33.5 percent of total sales. It’s also the fastest growing product segment, putting on 16.3 percent in value in 2015 to reach US$12.1 billion. Avon’s foray into the sector will launch in 2017, as part of its over-arching strategy to broaden its customer base.

Srivastava is charged with leading New Avon’s health and wellness vision, with responsibility for building the team and strategy, with a focus on engaging partners, identifying product opportunities and bringing products to market. She will report directly to Scott White, CEO.

“Anjana’s broad experience across direct selling science and the health and wellness industry uniquely qualify her to lead New Avon’s entrance into this market,” said White. “For 130 years, Avon has proudly championed the wellbeing of women. Our health and wellness business will build upon that legacy – delivering products that help women look and feel beautiful, fit and healthy. As we transform New Avon into the leading social selling company in North America, we look forward to establishing a health and wellness destination valued by consumers, while maximizing the opportunity for our representatives to grow their businesses and their earnings.”