Name

Johnson's Baby

Legal name

Kenvue Brands LLC

Website

https://johnsonsbaby.com

Company type

Private

Founded year

1893

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Baby Personal Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

akta.pro secondary industries

Baby Bath & Cleansing (CRABAJAA), Baby Powder & Anti-Chafe (CRABAJAG), Kids Skincare (Moisturizers, Sensitive Skin) (CRABAJAI)

Keywords

• Baby skincare products
• Infant bath products
• Baby lotion
• Baby hair care
• Newborn personal care

Headquarters

HQ city

Atlanta

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

Revenue model

1. Consumer Baby Care Products: Sale of baby skincare products including washes, lotions, oils, powders, shampoos, and bubble baths through retail and e-commerce channels. Products sold as one-time purchases at various price points across multiple product lines.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Johnson's Baby manufactures and sells a complete line of baby skincare and personal care products including washes, shampoos, lotions, oils, powders, bar soaps, and bubble baths. Products are clinically proven safe for newborns from day one, with proprietary No More Tears technology, hypoallergenic and pH-balanced formulations, and specialized collections targeting newborns, daily care, bedtime routines, and kids' hair care. Products are sold through mass retail, drug stores, grocery, e-commerce, and online marketplaces worldwide.

Product overview

Johnson's Baby is a comprehensive baby skincare brand offering products across multiple categories including baby bath, wash, lotion, oil, powder, and hair care. The portfolio is organized into distinct collections: Classics (core products like Baby Shampoo, Baby Lotion, Head-To-Toe Wash & Shampoo), Bedtime (Bedtime Bath Wash and Bedtime Lotion with NaturalCalm™ aromas for sleep routines), Comfort Touch (newborn-specific ultra-light products), Skin Nourish (moisturizing products with shea, cocoa butter, and oat ingredients), and Kids Hair Care (specialized products including Curl Defining Shampoo). The brand emphasizes clinically proven mildness formulas, hypoallergenic and pH-balanced products, and No More Tears technology for eye safety. Best-selling products include Baby Shampoo with Aloe and Vitamin B5, Baby Lotion with 72-hour hydration, and Classic Baby Oil.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Shampoo Gentle baby shampoo with Aloe and Vitamin B5 designed to cleanse hair without irritation. Available in 13.6 FL OZ (400ML) size. UL ECOLOGO certified, hypoallergenic, no added parabens or dyes. Targeted at parents seeking tear-free hair care for babies.
• Baby Lotion Classic baby lotion with aloe and vitamin B5 providing 72-hour hydration for delicate baby skin. Free from parabens, phthalates, and dyes. UL ECOLOGO certified.
• Head-To-Toe Baby Wash & Shampoo All-in-one baby wash and shampoo clinically proven safe for newborns from day one. No More Tears formula gentle to eyes. UL ECOLOGO certified.
• Kids Curl Defining Shampoo Specialized shampoo designed for kids with curly hair to help define and manage curls. Available in 13.6 FL OZ (400ML).
• Baby Soap Bar Mild and gentle soap bar for delicate baby skin, free from parabens, phthalates, and dyes. 3 oz (85g) size.
• Classic Baby Oil Baby oil that locks in up to 10 times more moisture. Mildness tested formula, free of parabens, phthalates, or dyes. Available in 20 FL OZ (591 mL).
• Cornstarch Baby Powder with Aloe & Vitamin E Cornstarch-based baby powder designed to soothe and gently absorb excess moisture. Available in sizes: 1.5oz, 4oz, 9oz, 15oz, and 22oz.
• Comfort Touch Newborn Face & Body Lotion Ultra-light newborn baby face and body lotion clinically proven safe for newborns. Hypoallergenic, pH-balanced, with no added parabens or dyes. Made with cotton-derived ingredients.
• Comfort Touch Newborn Wash & Shampoo Nourishing 2-in-1 baby wash and shampoo clinically proven safe for newborns. Comforting gentle scent proven to build parent-baby connection. No More Tears formula.
• Baby Fluffy Bubbles Bubble Bath Bubble bath and wash that creates big, fun bubbles while gently cleansing baby's delicate skin. Gentle enough for daily use. 94% naturally derived. No parabens, phthalates, sulfates, or dyes.
• Baby Bedtime Lotion Bedtime lotion with NaturalCalm aromas (lily of the valley, jasmine blossom, pink rose petals, watery ivy, juicy apricot) that help soothe and relax baby before bed. Provides 24-hour moisturization. Part of clinically proven 3-step bedtime routine.
• Baby Bedtime Bath Wash Bedtime bath wash with NaturalCalm aromas designed to soothe and relax baby. Clinically proven 3-step bedtime routine for better sleep. Available in 100mL, 400mL, and 800mL sizes.
• Baby Oil Gel with Aloe Vera & Vitamin E Oil gel that locks in up to 10x more moisture on wet skin than ordinary lotion on dry skin. Absorbs quickly with less mess. Available in 6.5 FL OZ (192mL).
• Skin Nourish Moisture Wash, Shea & Cocoa Butter Scents Rich and creamy baby wash with 2x more moisturizers than bedtime bath. 3x tested formulation (pediatrician, dermatologist, ophthalmologist). No More Tears formula. Suitable for whole family.
• Skin Nourish Moisturizing Lotion, Shea & Cocoa Butter Scents Lightweight, non-greasy baby lotion providing 24-hour moisturization. 98% naturally derived formula with naturally-derived lipids and oils. Pediatrician and dermatologist-tested.
• Baby Skin Nourish Lotion, Vanilla & Oat Scents Nourishing baby lotion with vanilla and oat scents that gently hydrates dry skin for 24 hours. Formulated to be gentle, never harsh, leaving skin smooth and healthy.

Quantifiable outcome

• 72-hour hydration for Baby Lotion
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• DesitinminorOthersDesitin diaper rash products are recommended on Johnson's Baby website for treating and preventing diaper rash, positioning as a complementary product for baby skin care routines.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sebamed Baby: Sebamed Baby (Sebapharma) is a German pH-balanced baby care brand offering washes, shampoos, and lotions; directly competes with Johnson's in the clinically-formulated, mildness-focused baby skincare segment.
• Aquaphor Baby: Aquaphor Baby (Beiersdorf/Eucerin) offers healing ointments and baby washes/lotions focused on sensitive and dry skin; competes with Johnson's Baby Lotion and Baby Oil in skincare and moisturization use cases.
• Aveeno Baby: Aveeno Baby is a leading baby skincare brand specializing in oat-based, gentle formulations; notably also owned by Kenvue, making it a direct portfolio sibling and competitor within the same baby personal care category.
• CeraVe Baby: CeraVe Baby (L'Oréal) offers ceramide-based washes, lotions, and moisturizers for baby skin; directly competes with Johnson's in the dermatologist-developed, sensitive-skin baby skincare category.
• Cetaphil Baby: Cetaphil Baby (Galderma) offers gentle cleansers, lotions, and washes formulated for sensitive baby skin, directly competing in the same dermatologist-recommended baby skincare segment as Johnson's Baby.
• Dove Baby: Dove Baby (Unilever) offers sensitive-skin baby washes, shampoos, and lotions; competes with Johnson's Head-To-Toe wash and other cleansing SKUs in mass retail channels globally.
• Burt's Bees Baby: Burt's Bees Baby (Clorox) is a natural-positioned baby care brand offering washes, lotions, and diaper creams; competes directly with Johnson's in the premium natural/clean baby skincare tier.
• Mustela: Mustela (Laboratoires Expanscience) is a French baby skincare brand offering cleansers, lotions, and creams formulated with natural plant-based ingredients; competes with Johnson's in the premium gentle baby care segment globally.

Emerging players

• California Baby: California Baby is a premium natural and organic baby care brand offering plant-based washes, lotions, and sunscreens; competes with Johnson's in the high-end, clean-label baby skincare niche.

Broad incumbents

• Pampers (P&G): Pampers (Procter & Gamble) is the world's leading baby care brand primarily in diapers/wipes but expanding into adjacent baby care; competes with Johnson's for new-parent mindshare and shelf space in mass retail.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/johnsonsbaby
• LinkedInlinkedin.com/company/baby-care-products-inc

Compliance1 record

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 Johnson's Baby