Neutrogena is an American skincare, haircare and cosmetics brand headquartered in Los Angeles, California. It was founded in 1930 by Emanuel Stolaroff.
At its founding, its name was Natone. Natone was the supplier of beauty parlors in the early years, often associated with the glamor of the film industry. In the 1940s, Natone began manufacturing and distributing cosmetics for the retail market. It was acquired by US-based Johnson & Johnson in 1994.
Inventor Emanuel Stolaroff
It all started with the explorer Manny. In the 1930s, Manny Stoloroff started out in Los Angeles manufacturing cosmetics, lipsticks, and lip brushes for the big brands of the time. Due to his inventive spirit, Manny was always on the hunt for new ideas. On one of his many trips to Europe, he discovered an extremely gentle, non-alkaline soap invented by a Belgian chemist.
Seeing the potential of this soap, Manny immediately bought the distribution rights for the soap in the USA. The soap was called Neutrogena. In the 1950s, when women started complaining that traditional soaps were harsh and irritating, Manny already had the solution. At a time when soap was sold for 10 cents, Manny Neutrogena was selling soap for $1. Women loved this beautiful amber soap, and the soaps on the shelves were quickly sold out. Manny had a true entrepreneurial spirit. He pushed the limits. And the rules too. Thus, he laid the foundations for Neutrogena to become a unique company.
Owner: Johnson & Johnson
Origin: USA
Established: 1930
The Neutrogena business then continued with the innovator Lloyd.
Lloyd Cotsen was Manny's son-in-law. When he took over the company, he knew he had great products; The only thing he didn't have was the financial power of wealthy beauty brands. Therefore, he had to rethink how he should market Neutrogena. Lloyd came up with a very clever new business model. Lloyd aimed to establish cordial relationships with dermatologists. Because he was sure they would appreciate Neutrogena's quality, safety, efficacy and beauty. He was right too. While big brands were spending money on television commercials, Lloyd had obtained an advertisement for the Neutrogena brand with 3 beautiful words that no money could buy: the brand recommended by dermatologists.