Most brands innovate too late.

After competitors launch.
After the opportunity is obvious.
After the category is already created.

AVANT works earlier.

Avant means “before” in French.
That’s where we operate — before products launch, before competitors react, before opportunities become obvious, and before categories take shape.

AVANT defines what products should exist, where the white space is, and how portfolios should evolve. By tracking cultural shifts and consumer behavior, we identify unmet needs early and define the products best positioned to answer them first.

Adeline Coppens, Founder

AVANT was founded by Adeline Coppens, a French-American product innovation strategist based in Los Angeles. She brings 14+ years of experience shaping product strategy, innovation pipelines, and portfolio direction for leading beauty and wellness companies including LVMH, Estée Lauder, Amorepacific, and Clarins, as well as emerging category leaders.