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Beauty

Neutrogena Lost Dermatologists and Missed Out on the $42 Billion Beauty Boom

What had once been a nimble, innovative company, Neutrogena became slow-moving and cautious. It retreated precisely when rivals went all in – and missed out on a big chunk of the market.
A model holding Neutrogena products
Parent company Kenvue Inc. attributes much of Neutrogena’s troubles to fallout from the pandemic. (Shutterstock)
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BoF PROFESSIONAL

For one executive, the clearest sign that Neutrogena had lost its way came when their daughter started buying CeraVe facewash and moisturiser. 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.

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On TikTok Shop, Any Beauty Product Can Be a Viral Star

The platform’s freewheeling approach to e-commerce has opened the floodgates for established labels, grey-market sellers and influencers to entice beauty shoppers to buy. But with little oversight over fake product listings, brands must negotiate how much control they want to give over to the app.

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