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Industries


NEUTROGENA LOST DERMATOLOGISTS AND MISSED OUT ON THE $42 BILLION BEAUTY BOOM

The brand’s parent company has seen its skin care market share plummet to less
than 14% last year from nearly a quarter in 2019.

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Neutrogena, a once prestige beauty brand in America, has been pushed to the side
as the skin care industry booms. 

Photographer: Gabby Jones/Bloomberg

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By Leslie Patton
May 8, 2024 at 1:00 PM GMT+2
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For one executive, the clearest sign that Neutrogena had lost its way came when
their daughter started buying CeraVe facewash and moisturizer. The family had
shelves stocked with Neutrogena products. But the 20-year-old wanted the brand
she saw on TikTok, said the employee who has since left the company.

Kenvue Inc., which owns Neutrogena and Aveeno, has seen its skin-care market
share plummet to less than 14% in 2023 from 23% in 2019 — when it was the
biggest in the US, according to retail data from researcher Circana.

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