Neutrogena is an American personal care company specializing in dermatology-backed skincare, hair care, and cosmetics. Founded in 1930 as Natone, the company transformed into Neutrogena Corporation in 1962, following the massive success of its signature transparent glycerin soap. Today, it is a key brand under Kenvue Inc., the consumer health company spun off from Johnson & Johnson in 2023.

Corporate Overview

Ownership & Parent Company:
Neutrogena is owned by Kenvue, following a decades-long tenure as a subsidiary of Johnson & Johnson, which acquired it for $924 million in 1994. In late 2025, reports indicated a major deal where Kenvue would be sold to Kimberly-Clark.

Headquarters:
Based in Skillman, New Jersey, with historic roots and significant operations in Los Angeles, California.

Global Reach:
Neutrogena products are distributed in over 70 countries, including major subsidiaries in Canada, the United Kingdom, South Korea, India, and China.

Mission:
The company’s stated mission is to “democratize skin health” by providing expertise, education, and science-backed products designed for all ages, skin types, and tones.

Core Product Lines
Neutrogena focuses on affordable, lightweight formulas that are dermatologist-approved and non-comedogenic (won’t clog pores).

Skincare:
Includes cleansers, moisturizers, acne treatments, and anti-aging products. Its Hydro Boost line is particularly noted for using hyaluronic acid for hydration.

Sun Protection:
Features science-backed innovations like the Purescreen+ tinted mineral sunscreen, designed to avoid the “white cast” often found in mineral sunscreens.

Cosmetics & Hair Care:
Offers a range of makeup and hair solutions, including specialized shampoos to remove residue.

Health Supplements:
Recently expanded into supplements, such as Clear Complexion Antioxidant Gummies developed with dermatologists.

Innovation and Technology

The brand increasingly integrates digital tools to personalize user experience:

Skin360™:
A free web application that employs advanced algorithms and a database of over 10,000 images to analyze skin hydration, texture, and fine lines via a user’s photo. It then provides a tailored skin assessment and personalized routine.

3D-Printed Supplements:
In 2023, Neutrogena partnered with the brand Nourished to create customized, 3D-printed gummy supplements based on analysis from the Skin360 app.

Sustainability and Social Initiatives

Environmental Commitments:
The company aims for 100% recyclable or refillable plastic packaging by 2025. It has already introduced plant-based compostable makeup wipes and Hydro Boost refill pods, which reduce plastic waste by 89%.

Skin Health Equity:
Through the “Heroes of Skin Health Equity” initiative, the brand works to bridge gaps in skincare accessibility and education for the BIPOC community.

Ethical Profile:
While recognized for its science, the brand has received criticism from some advocacy groups for its parent company’s history with animal testing and irresponsible marketing of other products (e.g., opioids by Johnson & Johnson).

Historical Niche Marketing

Neutrogena’s early success was built on a unique “niche marketing” strategy established in the 1960s. This involved:

Dermatologist Relations:
Building strong personal relationships with 5,000 dermatologists annually to secure their recommendations.

Luxury Hotel Distribution:
Placing mini-bars of its signature soap in high-end hotels and resorts to build brand recognition among affluent travelers.