What Lubriderm does

Lubriderm is a U.S. legacy skincare brand founded in 1945 by pharmacist Louis Schleuse and currently operated as a brand within Kenvue Brands LLC, a subsidiary of Kenvue Inc. (the former Johnson & Johnson consumer health division that spun off and listed on the NYSE in November 2023). The company produces and sells dermatologist-developed moisturizing skincare products — principally body lotions and body and face washes — across three core collections: Daily Moisture, Advanced Therapy, and Intense Skin Repair. Formulations are built around proprietary Pro-Ceramide technology intended to support the skin's natural moisture barrier, combined with traditional conditioning ingredients such as Shea Butter, Glycerin, Vitamin E, Pro-Vitamin B5 (Panthenol), and Minerals. Clinical claims include 24- to 48-hour moisturization and 100% user improvement in dry skin within one hour for the Daily Moisture Lotion.

The product catalog is organized horizontally by skin concern (dry, extra dry, itchy, mature, tattoo aftercare) and supplemented by bundle packs and scent variants. Several SKUs — including the Men's 3-In-1 line, SPF 15 lotion, sensitive-skin variant, and specialty Shea + Cocoa Butter and Lavender Jasmine variants — have been discontinued, indicating a deliberate portfolio rationalization around the three core collections. Customers are U.S. consumers seeking mass-market, dermatologist-positioned daily moisturization rather than clinical or prestige skincare.

Lubriderm monetizes exclusively through the sale of branded consumer packaged goods (hardware_sales model). Distribution is a hybrid of pharmacy and mass-market retail channels plus direct-to-consumer e-commerce via lubriderm.com and es.lubriderm.com (a Spanish-language storefront). Marketing is built around educational content, a Library section covering skin concerns and ingredients, email/rewards CRM, and organic Instagram presence — with no paid-media or partnership data disclosed. Pricing is not publicly disclosed and is determined at retail. The brand operates with 11-50 employees at the entity level and is headquartered within Kenvue at Summit, New Jersey, serving only the U.S. market.

Name

Lubriderm

Legal name

Kenvue Brands LLC

Website

https://lubriderm.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

11–50 employees

Short description

Lubriderm is a U.S. legacy skincare brand founded in 1945 that produces and sells dermatologist-developed moisturizing body lotions and body washes through pharmacy, mass-market, and direct-to-consumer channels under three core collections (Daily Moisture, Advanced Therapy, Intense Skin Repair). It is owned by Kenvue Brands LLC.

Ownership category

akta.pro rank

Product category

Moisturizing Skincare Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industry

Body Wash, Shower Gel & Bath Gel (CRABAEAB)

Keywords

• Moisturizing body lotions
• Body and face washes
• Dermatologist developed skincare
• Dry skin treatment
• Ceramide moisturizers

Headquarters

HQ city

Skillman

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Skincare Product Sales: Lubriderm generates revenue through the sale of moisturizing body lotions, body washes, and skincare products targeting dry skin conditions. Products are sold through retail channels and direct-to-consumer e-commerce.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Lubriderm manufactures and sells dermatologist-developed moisturizing body lotions and body washes formulated with proprietary Pro-Ceramide technology for consumers with normal to extra-dry skin. The product line is organized into three core collections (Daily Moisture, Advanced Therapy, Intense Skin Repair) with scented, fragrance-free, hypoallergenic, and bundle-pack variants sold via mass retail and direct e-commerce.

Product overview

Lubriderm is a dermatologist-developed skincare brand offering a portfolio of moisturizing body lotions and body washes formulated for dry skin. The core product lineup consists of three main collections: Daily Moisture (lightweight everyday hydration with Pro-Ceramide, Shea Butter, and Glycerin), Advanced Therapy (intensive hydration for extra-dry, itchy skin with Vitamin E and Pro-Vitamin B5), and Intense Skin Repair (repair formula with Vitamin E and Skin-Essential Minerals). Products are available in both scented and fragrance-free variants, and include both lotions and body washes. The brand also offers bundle packs for value-conscious consumers. Several products have been discontinued including men's-specific formulations, sunscreen-enhanced moisturizers, and specialized variants.

Differentiator

Problem solved

Functional benefit

Products and services

• Daily Moisture Lotion Fragrance-Free Lightweight, fast-absorbing lotion formulated with Pro-Ceramide, Shea Butter, and Glycerin, clinically shown to moisturize for 24 hours. Free of parabens, phthalates, dyes, and fragrance. Designed for consumers with normal to dry skin who want fragrance-free daily hydration.
• Daily Moisture Lotion Daily moisturizer for normal to dry skin that replenishes and moisturizes dry skin. Formulated with Pro-Ceramide, Shea Butter, and Glycerin, clinically proven to moisturize for 24 hours. In clinical study, 100% of users showed improvement in dry skin in one hour after initial application.
• Advanced Therapy Lotion Fragrance-Free Intense hydration lotion for itchy, extra-dry skin. Formulated with Pro-Ceramide, Vitamin E, and Pro-Vitamin B5 in a non-greasy formula clinically shown to moisturize for 48 hours. In clinical study, >95% of users showed improvement in rough skin after 2 weeks when used twice daily. Fragrance-free.
• Intense Skin Repair Lotion Lotion designed to help repair rough, dry skin. Formulated with Pro-Ceramide, Vitamin E, and Minerals in a fast-absorbing formula clinically shown to moisturize for 48 hours.
• Daily Moisture Body Wash Lightly Scented Hydrating body and face wash with Pro-Ceramide and Shea Butter that gently lifts away dirt, excess oil, and impurities while preserving skin's natural moisture barrier.
• Advanced Therapy Body Wash Fragrance-Free Creamy, soothing body wash with Pro-Ceramide, Vitamin E, and Pro-Vitamin B5 (Panthenol) designed for itchy, dry, sensitive skin that gently lifts away dirt and impurities.
• Daily Moisture Lotion Fragrance-Free Bundle Pack Bundle pack containing two 24 fl oz bottles and one 6 fl oz travel size bottle of Daily Moisture Lotion Fragrance-Free, targeting value-conscious consumers and high-usage households.

Quantifiable outcome

• 100% of users showed improvement in dry skin in one hour after initial application (Daily Moisture Lotion clinical study)
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Eucerin: Eucerin, owned by Beiersdorf, produces dermatologist-recommended body lotions, creams, and repair products for dry and compromised skin. It competes head-to-head with Lubriderm in pharmacy and mass retail on clinical efficacy and ceramide/barrier-repair claims.
• Cetaphil: Cetaphil (owned by Galderma) provides dermatologist-recommended cleansers and moisturizers for sensitive and dry skin. It is a direct competitor to Lubriderm across body lotion and body wash categories with similar mass-and-pharmacy channel presence.
• CeraVe: CeraVe, owned by L'Oréal, sells ceramide-based body and face moisturizers targeting dry, sensitive, and eczema-prone skin. It is the most direct competitor to Lubriderm in the dermatologist-developed daily moisturizer category, with overlapping mass retail distribution and a closely parallel Pro-Ceramide-equivalent ingredient story.
• Vanicream: Vanicream manufactures fragrance-free, dermatologist-developed moisturizers and cleansers for sensitive skin. It is a direct competitor positioned at the clean/gentle end of the same dry-skin moisturization category Lubriderm serves.
• Gold Bond: Gold Bond (owned by Sanofi Consumer Healthcare via Chattem) markets therapeutic body lotions, creams, and body washes for dry and itchy skin. It competes directly with Lubriderm in mass retail on therapeutic dryness claims and fragrance-free variants.

Broad incumbents

• Vaseline (Unilever): Vaseline, owned by Unilever, sells petroleum jelly and lotion-based skin protectants for dry and damaged skin. It is a mass-market incumbent adjacent to Lubriderm, with broader distribution and stronger heritage but less dermatological positioning.
• Aveeno: Aveeno, a sibling Kenvue brand, uses colloidal oatmeal and oat-based formulations to address dry, sensitive, and eczema-prone skin. It overlaps Lubriderm's dry-skin and sensitive-skin propositions and shares Kenvue's mass and pharmacy distribution, making it a same-portfolio competitive comparator.
• Neutrogena: Neutrogena, also owned by Kenvue, is a broader dermatologist-positioned skincare brand covering body and facial moisturizers, including hydro-boost and daily hydration lines. It is a broader-portfolio incumbent compared with Lubriderm's body-lotion focus.
• Nivea: Nivea (Beiersdorf) is a global mass-market body-care brand spanning lotions, body washes, and face care. It is a broad incumbent in the same mass-and-pharmacy channels as Lubriderm, with adjacent (not directly overlapping) product positioning.
• Jergens: Jergens, another Kenvue sibling brand, makes body lotions and moisturizers including Shea & Vitamin E and deep-restoring variants. It overlaps Lubriderm directly in the mass body-lotion aisle and shares Kenvue's distribution and category management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/lubriderm
• Facebookfacebook.com/lubridermus
• LinkedInlinkedin.com/company/lubriderm

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 Lubriderm