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.
Neutrogena is missing out on what is now a $42 billion US beauty ...
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