Aveeno
- Company typePrivate
- Founded1945
- HeadquartersSummit, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Aveeno firmographics
Firmographics- Name
- Aveeno
- Legal name
- Kenvue Brands LLC
- Website
- https://aveeno.com
- Company type
- Private
- Founded year
- 1945
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Aveeno industry classification
Industry- Product category
- Skincare and Personal Care Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Sensitive Skin & Barrier Repair (CRABAAAG)
- akta.pro secondary industries
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF), Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)
Keywords
Where Aveeno is headquartered
LocationHeadquarters
- HQ city
- Summit
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Aveeno business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Operations, Supply Chain, Personnel, Technology or R&D, Infrastructure
Revenue model
- Consumer Product Sales: Direct-to-consumer sales of skincare products including body lotions, body washes, facial moisturizers, cleansers, sunscreens, baby care, and kids products through retail partners and e-commerce.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Aveeno product offering
Product offeringCore offering
Aveeno develops, manufactures, and sells dermatologist-recommended skincare, haircare, baby care, and kids care products formulated primarily for sensitive skin. Its product portfolio is built on proprietary oat-based science (Triple Oat Complex, colloidal oatmeal) and spans body lotions, body washes, facial moisturizers, cleansers, sunscreens, eczema therapy, and hair care products sold through mass-market retail and e-commerce channels worldwide.
Product overview
Aveeno is a dermatologically recommended skincare brand and the leader in oat science for sensitive skin, with 80 years of expertise based on 80 published studies and more than 30 clinical tests with over 3,000 patients. The brand offers a comprehensive portfolio organized into distinct collections: Daily Moisturizing (core body and facial moisturizing products), Calm + Restore (facial skincare for sensitive skin), Eczema Therapy (therapeutic products for eczema-prone skin), Skin Relief (intensive relief for very dry/itchy skin), Positively Radiant (brightening and exfoliating skincare), Protect + Hydrate (sunscreen protection), and Stress Relief (aromatherapy-focused products). Aveeno also maintains dedicated Baby and Kids product lines with age-appropriate formulations, plus a Hair Care collection featuring oat-based and specialty blends. The brand's key technology is Triple Oat Complex, which combines oat kernel extract, oat flour, and colloidal oatmeal as an FDA-recognized OTC skin protectant active ingredient since 2003. Aveeno is a Kenvue brand.
Differentiator
Problem solved
Functional benefit
Brands
- Aveeno Baby: Baby care product line featuring gentle formulations with oat extract for newborn and infant sensitive skin, including washes, lotions, and eczema therapy products.
- Aveeno Kids
- Aveeno MD
Products and services
- Daily Moisturizing Collection Core body and facial moisturizing line featuring body washes, body lotions, facial cleansers, and creams with prebiotic oat and soothing oat formulations for normal to dry, sensitive skin.
- Calm + Restore Collection Facial skincare line featuring Gentle Nourishing Oat Face Cleanser, Triple Oat Serum, Gel Moisturizer, Age Renewal Serum and Eye Gel, Skin Therapy Balm, and PHA Facial Exfoliator designed for sensitive facial skin.
- Eczema Therapy Collection Therapeutic skincare line for eczema-prone skin including Daily Moisturizing Cream, Nighttime Itch Relief Balm, and Rescue Relief Treatment Gel Cream with clinically proven formulas.
- Skin Relief Collection Intensive relief line for very dry, itchy skin featuring Moisturizing Lotion, Oat Body Wash, Fragrance-Free Body Wash, Intense Moisture Hand Cream, Repairing Hand Mask, Foot Mask, Overnight Cream, and Healing Ointment.
- Positively Radiant Collection Brightening skincare line with Brightening & Exfoliating Scrub, Clear Complexion Daily Acne Facial Moisturizer, Moisturizing Night Face Cream, Daily Face Moisturizer SPF 15/30, Brightening Facial Cleanser, and Clear Complexion Foaming Facial Cleanser.
- Protect + Hydrate Collection Sunscreen protection line featuring Broad Spectrum Face Lotion SPF 60 and Broad Spectrum Body Lotion SPF 30/60 for sun protection combined with hydration benefits.
- Stress Relief Collection Relaxation-focused line with Oat Body Wash Lavender Scent and Body Lotion Lavender Scent for stress relief and aromatherapy benefits.
- Aveeno Baby Line Baby skincare collection including Daily Moisture Wash & Shampoo, Eczema Therapy Nighttime Balm, Calming Comfort Bath & Lotion, Daily Moisture Lotion, Hand & Face Wipes, Continuous Protection Sunscreen SPF 50, and Eczema Therapy Soothing Bath Treatment, formulated with hypoallergenic, paraben-free ingredients for newborn and infant sensitive skin.
- Aveeno Kids Line Kids skincare and haircare products including Daily Moisture Face Cream, Face Lotion with Mineral Sunscreen SPF 30, Sensitive Skin Face & Body Wash, Sensitive Skin Face & Body Gel Cream, Bubble Bath, Continuous Protection Sunscreen SPF 50 Lotion and Stick, and Kids Curly Hair collection, designed for children's developing skin barriers.
- Aveeno Hair Care Haircare collection featuring Oat Milk Blend Shampoo & Conditioner, Rosewater & Chamomile Blend Shampoo & Conditioner, Apple Cider Vinegar Blend Shampoo & Conditioner, Blackberry & Quinoa Blend Shampoo & Conditioner, Fresh Greens Blend Shampoo & Conditioner, and Plant Protein Strength and Length Shampoo & Conditioner.
Quantifiable outcome
- 80 published studies and 30+ clinical tests with more than 3,000 patients supporting product efficacy
- +1 more outcomes
Companies that use Aveeno
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Aveeno technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Aveeno partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Mayo ClinicflagshipThree-year research collaboration announced March 10, 2026, focused on skin health science and education. Revives collaboration originating in 1945 when Musher brothers worked with Mayo Clinic to develop colloidal oatmeal treatments. Includes preclinical and clinical investigations targeting skin longevity and regeneration, utilizing Aveeno's Triple Oat technology for compromised skin. Mayo Clinic physicians established first medical literature reference to colloidal oatmeal.
- TOGETHXRcorePartnership titled 'The Strength Issue' celebrating women's strength and skin health. Features athletes including Misty Copeland, Cameron Brink, Sophia Wilson, and Ali Truwit. Aveeno positioned as brand supporting strong, resilient, healthy skin alongside women's athletic achievement.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Aveeno competitors and assessment
Company assessmentDirect peers
- CeraVe: CeraVe is a L'Oréal-owned skincare brand built on ceramides and dermatologist endorsement, directly competing with Aveeno in the mass-market sensitive-skin, eczema, and dry-skin categories with overlapping retail placement in US drugstores.
- Cetaphil: Cetaphil (Galderma) is a long-standing mass-market sensitive-skin brand with similar dermatologist-recommended positioning, comparable product lines (cleansers, moisturizers, baby), and overlapping global drugstore distribution.
- Eucerin: Eucerin (Beiersdorf) competes head-to-head with Aveeno in eczema therapy, dry skin, and sensitive skin categories, with comparable clinical credibility and overlapping mass-market and pharmacy retail presence.
- La Roche-Posay: La Roche-Posay (L'Oréal) is a dermatological skincare brand with sensitive-skin and eczema lines that compete directly with Aveeno, though it skews toward higher price points and pharmacy channels.
- Mustela: Mustela (Laboratoires Expanscience) is a baby and maternity skincare brand that competes directly with Aveeno Baby in eczema, daily moisturizing, and infant cleansing categories across mass-market and premium retail.
- CeraVe Baby: CeraVe Baby extends CeraVe's ceramide-based sensitive-skin positioning into the infant and baby care category, directly competing with Aveeno Baby in cleansers, moisturizers, and eczema therapy.
Broad incumbents
- Neutrogena: Neutrogena is a sister brand under Kenvue and a broad mass-market skincare competitor offering overlapping sensitive-skin and dermatologist-recommended products, competing for the same drugstore shelf and consumer wallet share.
- Vaseline (Unilever): Vaseline is a Unilever heritage skincare brand with strong sensitive-skin and dry-skin positioning, particularly in body moisturizers and healing ointments, competing with Aveeno Skin Relief and Daily Moisturizing lines.
Emerging players
- Vanicream: Vanicream is a growing dermatologist-recommended brand specializing in fragrance-free, sensitive-skin products, increasingly competing with Aveeno in eczema therapy and daily moisturizing categories.
Regional players
- Bioderma: Bioderma (NAOS) is a French dermo-cosmetic brand focused on sensitive and reactive skin, comparable to Aveeno's dermatological positioning but with stronger pharmacy-channel presence in Europe and growing US presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Aveeno social profiles
Digital presenceAveeno compliance and trust
Trust signalCompliance2 records
Aveeno financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aveeno leadership team
Management profileNumber of profiles
Aveeno funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aveeno M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aveeno
What does Aveeno do?
Aveeno develops, manufactures, and sells dermatologist-recommended skincare, haircare, baby care, and kids care products formulated primarily for sensitive skin. Its product portfolio is built on proprietary oat-based science (Triple Oat Complex, colloidal oatmeal) and spans body lotions, body washes, facial moisturizers, cleansers, sunscreens, eczema therapy, and hair care products sold through mass-market retail and e-commerce channels worldwide.
Is Aveeno a public or private company?
Aveeno is a private company. It is classified as corporate owned and is currently operating.
When was Aveeno founded?
Aveeno was founded in 1945. It employs 101 to 250 people.
Where is Aveeno based?
Aveeno is headquartered in Summit, United States, in the North America region.
How does Aveeno make money?
One revenue line is on record: consumer Product Sales.
Who are Aveeno's main competitors?
Direct peers on record are CeraVe, Cetaphil, Eucerin, La Roche-Posay, Mustela and CeraVe Baby. Broad incumbents are Neutrogena and Vaseline (Unilever). Vanicream is listed as an emerging player. Bioderma is listed as a regional player.
Does Aveeno have an API?
No public API is recorded for Aveeno.
What industry is Aveeno in?
Aveeno's product category is Skincare and Personal Care Products. Its primary akta.pro industry code is CRABAAAG, Sensitive Skin & Barrier Repair, with a secondary code of CRABAAAF, Dermocosmetics & Medical-Grade Skincare. Its NAICS code is 32561 and its SIC code is 2844.