The name Aveeno is derived from the scientific name for the common oat, Avena sativa, as the key ingredients in Aveeno products are colloidal oats.
Aveeno was originally made by Rydelle Laboratories, a division of S. C. Johnson & Son, which dropped the Rydelle name in 1989, and was later purchased by Johnson & Johnson in 1999. Once acquired by Johnson & Johnson a new marketing strategy was developed based around the "Active Naturals" Branding. In 2001, the brand was expanded into the Baby Care and Body Wash Categories with Aveeno Baby and Aveeno Skin Relief Body Wash. In 2004 the brand was launched into the facial care category with the Positively Radiant line, based on the "Active Soy" ingedient. In 2005, Aveeno Clear Complexion acne care was introduced and in 2006 Aveeno Ultra Calming launched. In 2007, Aveeno Anti-Aging was introduced in the market.