AVEENO™ Heritage

From the beginning the story of the AVEENO™ brand has been one of passion for unlocking the power of nature through scientific innovation

“The betterment of human life can best be accomplished through the use of the principles and procedures of science...indeed, yesterday’s miracles can now be explained by today’s science. And, in turn, today’s science will generate tomorrow’s miracles”.

Albert Musher, AVEENO™ Founder, who established the Willma and Albert Musher Chair for the betterment of Life through Science and Technology at Columbia University School of Social Work, 1995.

Vintage AVEENO™ Product

Picture of previous AVEENO™ products.

The unique story of the AVEENO™ brand began back in 1945 with two brothers: Sidney and Albert Musher. The brothers were great entrepreneurs who were driven by a profound curiosity about how things work and how substances interact and a belief that centuries-old remedies could hold the promise for human wellness. In conjunction with the Mayo Clinic Dermatology Centre in America, the brothers’ began experimenting with raw cereals including oats, which had been used in skincare since antiquity for their soothing properties.

These experiments led to the development and commercialisation of a natural bath additive containing 100% colloidal (very finely milled) oatmeal: AVEENO™ Soothing Bath Treatment Since then, over 50 years of clinical evidence has been published supporting the benefits of formulations containing colloidal oatmeal for dry, irritated skin – For more information, see our Naturally Active Ingredients page.

All AVEENO™ body products still contain naturally active colloidal oatmeal and/or oat extracts to this day. Around the world, the AVEENO™ brand continues to act as a pioneer in the discovery of naturally active ingredients with real skincare benefits.