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More About Aveeno

The unique story of AVEENO® began back in 1945, with Albert and Sidney Musher and the introduction of Soothing Bath Treatment. The Musher brothers 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. In conjunction with the Mayo Clinic, the Musher brothers’ experimentation with raw cereals led to the discovery of a natural bath additive containing 100% colloidal oatmeal (“colloidal” means milled to an ultra-fine powder), known for its natural ability to hold in moisture and relieve dry, irritated skin. And so was the birth of Soothing Bath Treatment and the AVEENO® brand. In fact, the Mayo Clinic was the Brand’s first customer.

Throughout the years, AVEENO® has continued this story of discovery and passion for unlocking the power of nature through scientific advances to benefit humankind. AVEENO®, the leader in ACTIVE NATURALS®, continues to develop breakthrough product formulations with new and existing natural ingredients, many that are clinically proven to deliver real skin care benefits leaving you with healthier-looking, beautiful skin. No wonder AVEENO® has been endorsed and recommended by dermatologists and pediatricians for over 60 years and is the brand trusted most by dermatologists for the efficacy and safety of its natural ingredients.