Kenvue Contemplates Selling Certain Skin Health and Beauty Brands to Streamline Portfolio

The What?

Kenvue is considering selling several underperforming skin health and beauty brands, such as Clean & Clear, Maui Moisture, Neostrata, Bebe, and Dr.Ci:Labo. This move is part of a strategy to streamline operations and focus on core brands.

The Details

Kenvue, having separated from Johnson & Johnson in 2023, is collaborating with Goldman Sachs to explore these sales. The brands being assessed collectively generate over $500 million in annual revenue, while the company plans to keep major brands like Neutrogena and Aveeno. The broader skin health and beauty unit saw a 4.8% decline in organic sales year-over-year in Q1 2025. Final sale decisions are pending.

The Why?

This strategy aims to improve performance, simplify operations, and respond to activist investor pressures. The brands in question constitute a small portion of Kenvue’s $15.5 billion annual revenue and have been hindering growth. By divesting non-core assets, Kenvue intends to enhance its focus on successful flagship brands and optimize marketing investments.

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