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Ethical brand ratings and accreditation since 2001

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How ethical is Aveeno?

Aveeno is a brand of soap and shower products which has a below-benchmark score on The Good Shopping Guide’s Ethical Soap & Shower Gel Ratings Table. Although Aveeno has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in Aveeno if it submitted itself to apply for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement.

Find out more about the ethical issues facing the Ethical Soap & Shower Gel sector.

What does Aveeno do?

Aveeno was founded in 1945 by brothers Albert & Sidney Musher. They made products containing oats and oat extracts and marketed them as soothing for various skin conditions.

In which areas does Aveeno perform poorly?

Aveeno was marked down under our criteria for Animal Welfare as the brand’s parent company, Johnson & Johnson, features on PETA’s list of companies that do test on animals, despite claiming that it does not use animal testing.

Aveeno was also marked down under our criteria for Organic products and Vegetarian/Vegan products due to a lack of certification. Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of Aveeno’s record

Johnson & Johnson was criticised for irresponsible marketing of opioids, the brand agreed to a proposed settlement but claims this is not an admission of wrongdoing. It also faced roughly 38,000 lawsuits linked to claims that the company’s talc baby powder was contaminated with cancer-causing asbestos.

In which areas does Aveeno score well for its ethics?

Aveeno receives a high score for its Environmental Report. Johnson & Johnson has a ‘health for humanity’ report which includes evidence of progress and several targets for the future. We found no criticisms relating to GM, Nuclear Power or Armaments, so Aveeno scores well for these criteria.

How can Aveeno improve its ethical rating?

The below-benchmark score that Aveeno is awarded with on The Good Shopping Guide’s Ethical Soap & Shower Gel Ratings Table is the result of an evaluation of multiple ethical criteria.

To reach our minimum ethical benchmark and qualify for Ethical Accreditation, Aveeno has some issues to resolve, including its use of animal testing and lack of certification. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give Aveeno some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our ethical mark, showcasing to consumers that it is an ethical and sustainable brand. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Irresponsible Marketing


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


  • Public Record Criticisms+


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating