Active Naturals® Ingredient Details
It is our mission to help inspire you to discover natural beauty and well-being in your life by:
1.
Discovering the most effective ACTIVE NATURALS® ingredients sourced from nature and unlocking their power to deliver real skin and hair care benefits for healthier, more beautiful skin and hair.
2.
Developing products so effective they are trusted by consumers and recommended by healthcare and beauty professionals.
3.
Bringing communities back to a healthier, more naturally beautiful state.
ACTIVE NATURALS® Ingredients

We use only high-quality natural ingredients—grown in regions that provide an ideal environment for the plant to thrive and produce beneficial ACTIVE NATURALS® ingredients.

Our scientists follow high standards of ingredient selection, formulation and manufacturing, with processes that retain the strength and purity of the ingredients.

Learn more about the magic of ACTIVE NATURALS® ingredients—sourced from nature, uniquely formulated and scientifically proven to deliver real skin and hair care benefits.
INGREDIENTS
OUR HERITAGE
OUR HERITAGE

From our humble beginnings in 1945, the story of the AVEENO® Brand has been one of discovery. By unlocking nature’s powers through scientific advances, we have discovered ways to nurture and transform skin and hair to an enhanced state of natural health and beauty.

Founders, American inventor and philanthropist brothers Albert and Sidney Musher, were driven by a profound curiosity about how things work and how substances interact, and a belief that centuries-old remedies hold the promise for human wellness. Their experimentation with raw cereal led to the discovery of a finely milled colloidal oatmeal bath. This treatment was proven effective in skin prone to eczema by the U.S.-based, internationally renowned Mayo Clinic, where it is still in use today. Drawing inspiration from Avena sativa, the Latin word for oat, the AVEENO® Brand was born.

Today, we partner with leading health professionals and scientists in the discovery of ACTIVE NATURALS® ingredients. Derived from nature, uniquely formulated, and scientifically proven to soothe compromised skin and hair, these exclusive formulas are trusted and recommended by professionals as effective wellness solutions.
OUR RESPONSIBILITY

We believe in caring for our natural resources and giving back to our communities, leaving the world a better place. Because of this belief, we are always challenging ourselves to improve our products and operations.

We continually set and meet goals to improve the environmental aspects of our formulations; we do our best to create packaging using less material, as well as incorporating both recycled and recyclable material; and we support community development and beautification.

As part of the Johnson & Johnson Family of Consumer Companies, we share company-wide initiatives and goals which support a healthy future for people, the planet and business. We have a dedicated team working across the organization to make sure these goals become a reality.
OUR RESPONSIBILITY
OUR PROMISE
OUR PROMISE

We introduce respected values and guiding principles across all that we do. We are committed to continually improving our products, our packaging and our manufacturing processes, and sharing that progress with you and your world.

Quality, Safety, and Innovation
We will not compromise on the quality of our products, or on your safety. While we strive to bring you active natural ingredients and more sustainable formulas, our first focus is on ensuring safety and efficacy. In some cases, we may need to use non-natural alternatives to ensure our products meet the highest quality and safety standards, especially when it comes to preserving our products or providing the most effective protection.

Credibility and Expertise
We partner with healthcare professionals and leading experts—dermatologists, pediatricians, pharmacists and scientists—to develop a superior understanding of skin and hair and natural ingredients in order to bring the best solutions to you.