What BENADRYL does

BENADRYL is an over-the-counter (OTC) consumer healthcare brand specializing in allergy, cold symptom, and itchy skin relief products, owned by Kenvue Brands LLC and operating under publicly traded parent Kenvue Inc. (NYSE: KVUE), which was spun off from Johnson & Johnson in November 2023. The brand's portfolio spans three categories: adult oral antihistamines (ULTRATABS tablets, LIQUI-GELS capsules, and combination allergy-plus-congestion formulas), children's liquid formulations in kid-friendly flavors for ages 6-11, and topical products (sprays, gels, creams, sticks) for localized skin itch and rash relief. The brand claims to be bought by more households than any other OTC allergy brand in the United States and is restricted to US residents.

All BENADRYL oral products use diphenhydramine HCl — a first-generation antihistamine that blocks H1 histamine receptors — as the active ingredient, with some products combining it with phenylephrine HCl as a decongestant. Topical products use diphenhydramine HCl, often paired with zinc acetate as a skin protectant, for localized itch relief from insect bites, sunburn, poison ivy/oak/sumac, and minor skin irritations. The underlying pharmacology and formulations are mature and off-patent; the brand's economic value rests on consumer recognition and retail shelf presence rather than proprietary chemistry.

BENADRYL operates a direct-to-consumer go-to-market model. Products are sold as one-time retail purchases through US pharmacies, grocery stores, mass retailers, and e-commerce platforms, supported by the brand's own benadryl.com website (with a where-to-buy hub and a Spanish-language site at es.benadryl.com), an interactive product finder and dosing guide, an extensive educational Allergy & Cold Guide content hub, and a consumer care center for product inquiries. Customer segments include adults with seasonal or year-round allergies, children (with parental supervision), and consumers with itchy skin conditions or common cold symptoms. Specific retail pricing is not disclosed on the brand website.

Name

BENADRYL

Legal name

Kenvue Brands LLC

Website

https://benadryl.com

Company type

Private

Operating status

Operating

Short description

BENADRYL is a US OTC consumer healthcare brand owned by Kenvue Brands LLC that sells diphenhydramine-based allergy, cold, and itchy skin relief products across adult, children's, and topical lines through mass retail and e-commerce channels.

Ownership category

akta.pro rank

Product category

Over-the-counter pharmaceutical medicine

NAICS

Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Allergy, Sinus & Respiratory (Non-Asthma) (HLAIADAC)

akta.pro secondary industries

Cold, Flu, Cough & Allergy Remedies (Decongestants, Antihistamines, Cough Syrups, Lozenges) (CRADAMAD), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF), Cold, Flu & Cough Remedies (HLAIADAB)

Keywords

• Over-the-counter allergy medicine
• Antihistamine medication
• Itch relief products
• Topical analgesic cream
• Children's allergy liquid

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. OTC Pharmaceutical Retail Sales: BENADRYL generates revenue through the sale of over-the-counter allergy and itch relief products. Products are sold as one-time retail purchases through pharmacies, grocery stores, mass retailers, and online retailers. Revenue is generated through individual product transactions rather than subscriptions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

BENADRYL sells over-the-counter antihistamine medicines for adults and children plus topical anti-itch products, all built on diphenhydramine HCl as the active ingredient. The line includes oral tablets (ULTRATABS®), capsules (LIQUI-GELS®), combination allergy + congestion formulas, dye-free options, children's liquid medicines in kid-friendly flavors, and topical formats such as sprays, creams, gels, and sticks for insect bites, sunburn, and poison ivy/oak/sumac. Products are sold in unit retail purchases through U.S. pharmacies, mass retailers, grocery, and online stores under Kenvue Brands LLC.

Product overview

BENADRYL® is an over-the-counter allergy and itch relief medication brand marketed by Kenvue Brands LLC. The product portfolio consists of three main categories: Adult oral allergy medications (including ULTRATABS® tablets, LIQUI-GELS®, and Allergy Plus Congestion products), Children's liquid and oral formulations (including dye-free options), and Topical products (including sprays, gels, creams, and sticks for skin itch and rash relief). All oral products contain diphenhydramine HCl as the active antihistamine ingredient, with some products combining it with phenylephrine HCl for decongestant effects. The topical products use diphenhydramine HCl as a topical analgesic. The brand claims to be bought by more households than any other OTC allergy brand.

Differentiator

Problem solved

Functional benefit

Brands

• BENADRYL Allergy: Oral allergy relief products containing diphenhydramine HCl for treating allergies and cold symptoms
• BENADRYL Children's
• BENADRYL Topical

Products and services

• BENADRYL Allergy Relief Dye-Free LIQUI-GELS Oral antihistamine capsules containing 25 mg diphenhydramine HCl for indoor and outdoor allergy symptom relief (sneezing, runny nose, itchy throat, itchy watery eyes); dye-free formulation for ages 6+.
• BENADRYL Allergy Plus Congestion Combination oral tablets with diphenhydramine HCl antihistamine plus phenylephrine HCl decongestant for allergy symptom relief plus sinus pressure and nasal congestion; for ages 12+.
• BENADRYL Allergy ULTRATABS Tablets Oral antihistamine tablets with 25 mg diphenhydramine HCl providing temporary relief of runny nose, sneezing, itchy watery eyes, and itching of the nose or throat from allergies.
• BENADRYL Extra Strength Allergy Relief ULTRATABS Tablets Extra-strength oral antihistamine tablets containing 50 mg diphenhydramine HCl for stronger allergy symptom relief.
• BENADRYL Allergy Relief Liquid Medicine (Wild Cherry) Oral liquid allergy medicine with diphenhydramine HCl in wild cherry flavor for adult and children's allergy symptom relief.
• Children's BENADRYL Allergy Relief Liquid Medicine Children's liquid allergy medicine containing 12.5 mg per 5 mL diphenhydramine HCl in cherry flavor, formulated for children ages 6–11.
• Children's BENADRYL Allergy Plus Congestion Children's combination antihistamine and decongestant oral medicine for allergy symptom relief plus congestion, formulated for children ages 6 and older.
• Children's BENADRYL Dye-Free Allergy Liquid Dye-free children's liquid allergy medicine with diphenhydramine HCl in bubble gum flavor, formulated for children ages 6–11.
• BENADRYL Extra Strength Itch Relief Stick Topical stick applicator for extra-strength itchy skin relief, providing targeted application for insect bites and skin irritations; for ages 2+.
• BENADRYL Extra Strength Spray Topical analgesic spray containing 2% diphenhydramine HCl and 0.1% zinc acetate (skin protectant) for fast, effective relief of itchy skin and rashes from insect bites, sunburn, poison ivy/oak/sumac, and minor skin irritations; for ages 2+.
• BENADRYL Itch Stopping Gel Extra Strength Extra-strength topical analgesic gel for itchy skin relief, providing cooling relief for skin irritations and rashes; for ages 2+.
• BENADRYL Extra Strength Itch Stopping Cream Extra-strength topical cream for itchy skin and rash relief with diphenhydramine; for ages 2+.
• Original Strength BENADRYL Itch Stopping Cream Original-strength topical cream for skin relief from itching and minor skin irritations; for ages 2+.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Haleon: Haleon (spun out of GSK Consumer Healthcare) owns major OTC brands including Advil and Sensodyne and competes with Kenvue/BENADRYL for U.S. retailer shelf space in consumer health categories.
• Kenvue: Kenvue Inc. (NYSE: KVUE) is BENADRYL's publicly-traded parent and a broad consumer health incumbent owning multiple flagship OTC brands. As the parent platform, it shapes BENADRYL's distribution, marketing, and capital allocation.
• Church & Dwight: Church & Dwight is a major OTC and personal care CPG company with branded and private-label products in adjacent categories. It competes for retailer shelf and consumer spending alongside BENADRYL.
• Bayer Consumer Health: Bayer owns Claritin and a broad OTC portfolio (Aspirin, Aleve) that competes for the same retailer and consumer mindshare as BENADRYL in the U.S. self-medication market.
• Sanofi Consumer Healthcare: Sanofi owns Allegra (Chattem) along with other OTC brands and operates as a broad incumbent competing in the same U.S. allergy and consumer health categories as BENADRYL.

Direct peers

• Zyrtec: Zyrtec (cetirizine) is a leading OTC antihistamine allergy brand and the most direct substitute for BENADRYL in the U.S. allergy category, competing head-to-head on the same retail shelves for the same consumer occasions.
• Claritin: Claritin (loratadine) is a top OTC non-drowsy allergy brand and a direct BENADRYL competitor, owned by Bayer. It competes directly in adult and children's allergy segments and pressures BENADRYL's adult oral share.
• Allegra: Allegra (fexofenadine) is another major OTC non-drowsy antihistamine brand competing directly with BENADRYL in the U.S. adult and children's allergy category with similar dosage forms.

Regional players

• Reactine: Reactine is the cetirizine-based OTC allergy brand dominant in Canada under Johnson & Johnson consumer health. It is the BENADRYL-equivalent brand in its geography and illustrates how the same active-ingredient model competes regionally.

Emerging players

• Amazon Basic Care: Amazon Basic Care sells private-label OTC diphenhydramine equivalents at lower prices, exerting direct commoditization pressure on BENADRYL in the online and grocery channels where BENADRYL also distributes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

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 BENADRYL