New Avon LLC is moving into the wellness category, and has tapped Anjana Srivastava as president of its new health and wellness division.

New Avon, which was spun out of the rest of Avon in March, said it’s getting into the category as health and wellness is the largest category in the direct-sales channel, with 33.5 percent of total sales. New Avon’s health and wellness division is set for a 2017 launch. The company aims for the expansion to broaden its consumer base and add to potential earnings for New Avon representatives.

Srivastava will be in charge of building the team and strategy for New Avon’s expansion into the health and wellness category, focusing on engaging strategic partners, identifying product opportunities and bringing innovative products to market. She reports to Scott White, chief executive officer of New Avon.

Before New Avon, Srivastava spent nearly two decades at direct-selling companies focused on health and nutrition. She worked as the chief product officer and head of the scientific advisory board at NeoLife International after holding roles as executive vice president for the North America market and executive vice president of product, science and technology. Srivastava has also worked as the senior director of global marketing for Shaklee Corp., where she oversaw product development, marketing and brand management of nutrition products.

“Anjana’s broad expertise 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.”

“An increasing number of consumers are seeking ways to improve their health and vitality as they are becoming aware of worsening obesity trends and incidence of chronic diseases,” Srivastava said. “Over the coming months I look forward to building my team, securing best-in-class partners and ultimately laying out a smart, strategic path for providing representatives and consumers a portfolio of new products that live up to Avon’s industry-leading standards, and access to health-related information they can trust.”

New Avon is the North American Avon business that was spun out of the rest of the company in a sale to Cerberus Capital Management. Under the terms of the deal, Cerberus invested $435 million in Avon for a 16.6 percent stake in the larger business, plus $170 million in New Avon for 80 percent control.

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