ACTIVE NATURALS® Ingredients.

We are 100% committed to finding natural ingredients that deliver real skin and hair care benefits.

That’s why our scientists follow the highest standards of ingredient selection, formulation and manufacturing, and carry out procedures to retain the strength and purity of the natural ingredients we use. In addition to that, we conduct extensive clinical tests to ensure the efficacy, mildness and safety of each ingredient.

So when you see an ACTIVE NATURALS® ingredient listed on your favourite AVEENO® lotion, cleanser or shampoo, you'll know it came from a good place. And you can feel confident that the magic of each natural ingredient will help nurture and transform the look of your skin and hair for beautiful results.

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 soothe, heal and revitalize skin and hair.

AVEENO® brand founders, Albert and Sidney Musher, were inventors and philanthropists driven by a profound curiosity about how things work and how substances interact. They believed that centuries-old remedies held the promise for human wellness, and spent time experimenting with raw cereal as a result. This led to the discovery of the finely milled colloidal oatmeal bath. The beneficial properties of oatmeal were recognized by the internationally renowned Mayo Clinic, giving the AVEENO® Brand its rooted legacy in science since 1945.

In 1950, using the knowledge they had acquired about the natural moisturizing benefits of oats, AVEENO® Daily Moisturizing Lotion was born. Since its launch, not only has it become a part of an everyday skin care routine for many women across Canada, it has also become the country’s #1 selling hand and body lotion*.

*Nielsen National All Channel GB+MM+DRUG Dollar Sales L52 Wks PE July 29, 2013

The ACTIVE NATURALS® INSTITUTETM — an innovation centre that supports our commitment to providing products with safe and effective natural ingredients — was launched in the year 2000. This centre has paved the way for new discoveries, like the natural benefits found in our ACTIVE NATURALS® Soy, Shiitake, Wheat, Feverfew and more.

Today, we partner with leading health professionals and scientists in the discovery of ACTIVE NATURALS® ingredients. Derived from nature, uniquely formulated, and scientifically shown to improve skin and hair for a healthy look. These exclusive formulas have been trusted and recommended by pediatricians and dermatologists for over 60 years.

Quality, Safety, and Innovation

We will not compromise when it comes to the quality of our products or your safety. While we strive to bring you natural ingredients and more sustainable formulas, we focus first and foremost on ensuring the safety and efficacy of our products.