The name Aveeno is derived from the scientific name for the common oat, Avena sativa.
Aveeno was originally made by Rydelle Laboratories, a division of S. C. Johnson & Son, which dropped the Rydelle name in 1989, and was later purchased by Johnson & Johnson in 1999.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 marketing team led by Sharon D'Agostino (President CPC), Ruby Kirkup (R&D), Guy Berechit, Margo Weitekamp, and Holly Means (all Marketing leaders) developed a new strategy based on the notion of "Active Naturals" natural ingredients that deliver real skin care benefits. 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 by the team into the facial care category with the Positively Radiant line. This new technology was based on Active Soy delivering real facial skin benefits anchored in evening tone and texture. In 2005 AVEENO CLEAR COMPLEXION acne care was introduced and in 2006 AVEENO ULTRA CALMING developed to soothe irritated skin was launched. In 2007 AVEENO ANTI-AGING was introduced in the market.