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Published
May 23, 2017
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Liz Earle steps back from own brand for new projects

Published
May 23, 2017

Liz Earle is leaving the brand she founded 22 years ago with friend Kim Buckland in order to focus on “new projects and partnerships” in the health and wellness arena, as well as on her Liz Earle Wellbeing quarterly magazine.


Liz Earle



The writer, TV presenter and entrepreneur had been acting as the company’s global brand ambassador since the beauty firm was first acquired in 2010 by Avon, and then by Walgreens Boots Alliance two years ago. She said “the time is now right for me step away and concentrate on my primary passions.”

The split appears to be amicable with the company’s managing director  Sandeep Verma saying he was “honoured to have had the opportunity to partner with her following the acquisition… and we extend our warmest wishes to her as she steps down.”

And there will need to be plenty of goodwill as Earle continues to use her name for her media operation and says she “will be staying connected to the world of beauty and wellbeing with new ventures to come.”

Earle, who also founded fair trade jewellery brand Fair and Fine Botany Collection, began her career as a beauty journalist and has since written over 30 books on beauty and wellbeing subjects. She co-founded her own skincare brand in 1995 with a focus on natural ingredients. It was sold to Avon for an undisclosed sum with Walgreen Boots later paying £140m for the brand.

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