The unique story of the AVEENO® brand began back in 1945. In conjunction with the Mayo Clinic in America, the Musher brothers’ experimentation with raw cereals led to the discovery of a natural bath additive containing 100% colloidal oatmeal, known for its natural ability to hold in moisture and relieve dry, itchy skin. We are always on the hunt for new ingredients and products that better serve you and your family.
When skin is dehydrated, the water content of the very top layer of skin is reduced, causing it to shrink. This shrinkage creates many of the familiar symptoms of dry skin, including itching, scaling, loss of elasticity and tightness. Scratching can further damages the skin, leaving it vulnerable to infection. Some causes of dry skin include:
Cold winter air
Too much soap and water, which washes away natural oils