What Neutrogena does

Neutrogena is a mass-market skin, hair, and sun care brand founded in 1930 by Emanuel Stolaroff as Natone and operating today as a brand under Kenvue Brands LLC, a subsidiary of Kenvue Inc. (NYSE: KVUE) following Kenvue's November 2023 spin-off from Johnson & Johnson. The company manufactures and sells clinically tested, dermatologist-recommended skincare products across categories including cleansers, moisturizers, anti-aging treatments, acne solutions, sun protection, and haircare, with sub-brands such as Hydro Boost, Rapid Wrinkle Repair, Evenly Clear, Collagen Bank, Ultra Sheer, Beach Defense, and Hair Restore. Products are priced at accessible drugstore price points ($7-$30) and distributed through CVS, Target, Walmart, Amazon, independent drugstores, and the brand's own e-commerce site, with growing direct-to-consumer sales via TikTok Shop creator partnerships.

The underlying technology portfolio centers on proprietary dermatological formulations (HELIOPLEX UV absorption technology, 20+ patents in stabilized retinol, Collagen Bank micro-peptide technology) combined with consumer-facing AI tooling through Skin360 — refreshed in September 2025 with Haut.AI's LIQA computer vision system that evaluates eight skin indicators across 2,000+ facial attributes and 100,000 skin pixels from a single selfie, generating personalized product recommendations and an Overall Skin360 Score (1-10). Revenue mechanics are one-time unit sales of mass-market CPG products with no subscription dependency, supported by marketing across celebrity ambassadors (Jennifer Garner, Joey King, Tate McRae, John Cena, Shraddha Kapoor), influencer and creator economy partnerships, experiential events (Coachella, Miami Swim Week), and dermatologist community engagement (AAD presentations, Melanoma Research Foundation policy work). The brand is currently part of an ongoing M&A process, with Kimberly-Clark announcing intent to acquire Kenvue in 2025.

Name

Neutrogena

Legal name

Kenvue Brands LLC

Website

https://neutrogena.com

Company type

Public

Founded year

1930

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Neutrogena is a mass-market dermatology-backed skin, hair, and sun care brand founded in 1930, operating under Kenvue Inc. (NYSE: KVUE). It sells clinically tested products at $7-$30 price points through CVS, Target, Walmart, Amazon, and TikTok Shop, serving consumers seeking accessible, dermatologist-recommended skincare.

Ownership category

akta.pro rank

Product category

Consumer Skincare and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

akta.pro secondary industries

Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Sunscreen (Face) (CRABAHAA), Sensitive Skin & Barrier Repair (CRABAAAG), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)

Keywords

• Consumer skincare products
• Mass-market personal care
• Drugstore beauty products
• Sun protection products
• Hair care products

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D, Others

Revenue model

1. Consumer Skincare Products: Sale of mass-market skincare, haircare, makeup, and sun care products through retail and e-commerce channels. Products range from cleansers ($7-15), moisturizers ($10-25), sunscreens ($8-20), and specialized treatments ($15-30). Primary revenue stream from physical retail and brand e-commerce.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Neutrogena manufactures and sells mass-market skin care, hair care, sun care, and makeup products at drugstore price points (typically $7-$30). The product portfolio includes flagship collections such as Hydro Boost, Rapid Wrinkle Repair, Evenly Clear, Collagen Bank, Ultra Sheer, Beach Defense, and Hair Restore, addressing acne, anti-aging, hydration, sun protection, and sensitive skin needs. The brand also offers Skin360, an AI-powered skin analysis mobile tool powered by Haut.AI, available across the U.S. and Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Hydro Boost: Hydration line featuring hyaluronic acid for plump, smooth skin
• Rapid Wrinkle Repair®
• Collagen Bank™
• Evenly Clear™
• Beach Defense®
• Ultra Sheer®
• Sport Active Defense
• Hair Restore
• T/Sal
• Pure & Free®
• Skin360®
• Norwegian Formula®
• Rainbath®

Products and services

• Hydro Boost Hyaluronic acid-based hydration skincare line for consumers seeking plumper, smoother skin; includes Water Gel, body lotions, and serums.
• Rapid Wrinkle Repair Anti-aging skincare line featuring stabilized retinol formulations targeting fine lines and wrinkles for adult consumers.
• Collagen Bank Collagen-focused skincare collection using patented micro-peptide technology to support collagen production and skin firmness.
• Evenly Clear Adult Acne Collection First Neutrogena collection specifically formulated for adults with acne, featuring salicylic acid and benzoyl peroxide in cleansers, moisturizers, masks, exfoliants, retinoid treatments, and clarifying sprays.
• Ultra Sheer Sunscreen Line Lightweight broad-spectrum sunscreen line featuring HELIOPLEX UV absorption technology, with options from SPF 40 to SPF 100+ for face and body.
• Beach Defense Beach-strength broad-spectrum sunscreen line designed for outdoor and water-activity use.
• Neutrogena Hair Restore Dermatologist-developed hair growth and scalp-health line using skincare actives; five-product collection including Hair Restore Advanced Growth Support Serum.
• Makeup Remover Micellar Cleansing Wipes Fragrance-free micellar cleansing wipes for makeup removal and facial cleansing.
• Sport Active Defense Sunscreen Sweat and water-resistant broad-spectrum sunscreen formulated for sport and active outdoor use.
• Norwegian Formula Hand & Body Care Glycerin-rich hand cream and body care line for dry skin consumers.
• Neutrogena Skin360 AI Skin Analysis Mobile AI-powered skin analysis tool that evaluates eight skin indicators through selfie analysis, generates a Skin360 Score (1-10), and recommends personalized Neutrogena products.

Quantifiable outcome

• 47% fine line improvement and 48% texture improvement in clinical testing
• +2 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Melanoma Research FoundationcoreStrategic or Co-development Partner · 24 June 2026Joint one-day consensus meeting on July 1, 2026 in Washington, DC to discuss skin cancer prevention tools and drive regulatory action during UV Safety and Awareness Month. Meeting gathers public health experts, clinicians, researchers, and policymakers to examine prevention challenges and publish a white paper to inform future policy.
• JeddaDerm 2026minorGTM or Marketing Partner · 11 February 2026Kenvue participation at annual Dermatology & Cosmetics Conference in Jeddah, Saudi Arabia showcasing Neutrogena Collagen Bank innovation and supporting expert-led sessions on minoxidil in androgenetic alopecia.
• Haut.AIcoreTechnology or Integration · 3 September 2025Collaboration to refresh Neutrogena Skin360 with advanced AI-driven skin analysis technology. Haut.AI's LIQA system evaluates 8 skin indicators through a single selfie, generating personalized product recommendations and Overall Skin360 Score. Updated app available across U.S. and Canada.
• EcoBeautyScore ConsortiumminorStrategic or Co-development Partner · 15 July 2025Participation in global sustainability benchmarking initiative alongside L'Oreal, Nivea Q10 and other major beauty brands to establish industry-wide environmental impact standards.
• Pura Vida MiamiminorGTM or Marketing PartnerMulti-city activation to launch Ultra Sheer Invisible Gel SPF 40 nationwide. Free full-size SPF with smoothie purchases at select locations in California (June 13-19) and New York (July 17-23). Immersive in-store takeovers featuring product samples, complimentary smoothies, and interactive experiences.
• Miami Swim WeekminorGTM or Marketing PartnerPresenting Partner of Miami Swim Week 2026, integrating sun protection messaging with swim and beach lifestyle community.
• Dallas WingsminorGTM or Marketing PartnerOfficial Partner of the WNBA's Dallas Wings to create engaging fan experiences and support visibility and growth of women's sports.
• CoachellaminorGTM or Marketing Partner4th consecutive Suncare Sponsor of Coachella, integrating sun protection into festival experience with product sampling and brand activations.
• KenvuecoreOthersNeutrogena is a brand of Kenvue Brands LLC, spun off from Johnson & Johnson in 2023 as independent consumer health company. Kimberly-Clark announced intent to acquire Kenvue in 2025.

Scale indicators5 records

Recent moves3 records

Expansion highlights7 records

Direct peers

• CeraVe: Dermatologist-developed, mass-market skincare brand owned by L'Oréal. Directly competes with Neutrogena on accessible, clinically-backed skincare for acne, eczema, anti-aging, and barrier repair across U.S. drugstores and mass retailers.
• Cetaphil: Galderma-owned dermatologist-recommended cleanser and moisturizer brand sold through the same U.S. drugstore and mass channels as Neutrogena, targeting sensitive skin, baby care, and acne — directly comparable positioning.
• La Roche-Posay: L'Oréal-owned dermatologist skincare brand positioned at the premium-drugstore intersection. Competes with Neutrogena across acne, anti-aging, and sun care with a stronger European dermatology footprint and similar HCP marketing.
• Eucerin: Beiersdorf-owned dermatologist skincare brand specializing in eczema, dry skin, and sun protection. Comparable mass-market dermatologist positioning with strong clinical credibility and overlapping U.S. drugstore distribution.
• Aveeno: Kenvue sister brand using dermatologist-recommended, naturally-active formulations (oat, etc.). Sits within the same Kenvue portfolio, sold through identical retail channels, and competes directly with Neutrogena across sensitive skin and eczema.

Broad incumbents

• Olay: P&G-owned mass-market anti-aging and moisturizing skincare brand. Competitor in the same drugstore aisles, with overlapping anti-aging and hydration positioning (Olay Retinol24 vs. Neutrogena Rapid Wrinkle Repair).
• L'Oréal Paris: Mass-market beauty giant covering skincare, hair care, and color cosmetics. Direct overlap with Neutrogena on drugstore skincare and sun care, with broader portfolio and global scale.

Emerging players

• The Ordinary (DECIEM): Estée Lauder-owned science-led, ingredient-focused skincare brand at ultra-accessible price points. Disrupts Neutrogena's anti-aging and acne categories among Gen Z and ingredient-literate consumers through a DTC-first model.
• Vanicream: Dermatologist-recommended sensitive skin brand with strong growth in U.S. drugstores and eczema channels. Competes with Neutrogena's Pure & Free and sensitive-skin lines.
• RoC Skincare: Retinol-focused mass-market skincare brand owned by Church & Dwight. Directly competes with Neutrogena Rapid Wrinkle Repair on retinol efficacy at comparable drugstore price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Neutrogena
• YouTubeyoutube.com/NeutrogenaVideos/featured
• Facebookfacebook.com/NeutrogenaIndia
• Instagraminstagram.com/neutrogena
• LinkedInlinkedin.com/company/neutrogena

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Neutrogena