Aveeno

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

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

• Skincare products
• Baby care products
• Sensitive skin care
• Hair care products
• Dermatologist recommended skincare

Headquarters

HQ city

Summit

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, Operations, Supply Chain, Personnel, Technology or R&D, Infrastructure

Revenue model

1. 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

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• Mayo ClinicflagshipStrategic or Co-development Partner · 10 March 2026Three-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.
• TOGETHXRcoreGTM or Marketing Partner · 3 March 2026Partnership 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

Direct 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

• Instagraminstagram.com/aveenous

Compliance2 records

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 Aveeno