Avon True: Beautiful Promises Kept


Many beauty brands promise the world and fail to deliver, leaving disappointment in their wake. The beauty of Avon True Color is in its simplicity. It provides honest, functional products you can rely on in complete confidence that whatever look you want, you can achieve. No outlandish claims, no impossible promises - just effortless beauty and uncompromising results. Truth in beauty? That's empowerment.

As well as classic products that you are familiar with, Avon True Color will introduce brand new products, the first two being our Wide Awake mascara and Skin Goodness CC Powder. Find out more and shop below.

Be sure to browse our little book of True Beauty which shows off the whole range as well as some fantastic tips and tricks!

Introducing Avon True

Avon True Color Wide Awake Mascara

If you want a lengthening mascara for a fresh daytime look...


Wide Awake Mascara


TRUST: the hourglass-shaped brush that will help you reach every last lash.

LOVE: “If you are looking for a user-friendly product that stays put, then this is the mascara for you.”
- Mollygirl, BeautyHeaven User

If you want instant colour correction in a convenient,
carry-everywhere compact...


Skin Goodness CC Powder SPF 30

TRUST: Buildable coverage that provides a flawless, natural finish in 3 shades.

LOVE: Our formula, which is infused with nourishing vitamins A, C, E, liquorice, white and green tea extracts, helps make your bare skin look better after just 8 weeks!

Avon True Color Skin Goodness CC Powder

The Little Book of True Beauty