Aveeno is an American brand of skincare and hair care products owned by American consumer goods and pharmaceutical company Johnson & Johnson. Aveeno was founded in 1945 by brothers Albert and Sidney Musher, and its first product was their Soothing Bath Treatment. The active ingredients in all Aveeno products are colloidal oats or oat extracts—avenanthramides,[1] which have been branded as "active naturals". The brand slogan is "Better Ingredients. Better Skincare: Aveeno.