Ava Anderson Non Toxic surprised Consultants and customers with a January announcement that the company would undergo a change of name and ownership. Management recently confirmed that operations will wind down at the end of February and disclosed the brand’s new identity, Pure Haven Essentials.
The new enterprise will officially launch in March, headed by Ava Anderson’s experienced management team. The search is now underway for new ownership and a chief executive to lead Pure Haven Essentials.
“The value of this company is in its more than 10,000 independent Consultants across the U.S. and their hundreds of thousands of customers, all of whom are passionate about our mission and our products,” Bob Manny, Chief Operating Officer, said in a statement.
The Anderson family addresses the abrupt closure of Ava Anderson in a statement on the brand’s website. The founders cite both business troubles and ongoing criticism leveled at daughter Ava, whose vision to provide safe beauty and home products led to the company’s founding in 2009. At the time, she was just 14 years old. Ava has served as CEO and Director of Product Development, supported by an executive team that includes her parents, Frohman and Kim Anderson.
“Ava and the company have been disparaged and harassed unrelentingly for years online and in person, at speaking events and in her daily life,” the statement reads, though the nature of the attacks was not disclosed. Business was disrupted further when the company recently learned that a handful of suppliers had violated contractual agreements, adding ingredients banned by the company into several of its 80-plus products.
In the transition to Pure Haven Essentials, management said it will sidestep third-party suppliers altogether by moving all production in house. A new Chief Product Officer and Quality Control Department will oversee the company’s manufacturing process, which includes stringent testing and quality assurance protocols.
“Today is a new day in the life of this important company, for our many employees, independent Consultants and customers,” said Manny. “We believe in our mission, our products and our field of Consultants, who inspire us every day.”