Neutrogena issued a public apology on August 20, 2026, acknowledging it made late actress Hayden Panettiere feel unsupported after she spoke about postpartum depression in 2015. The skincare brand’s statement follows renewed public backlash and boycott demands after Panettiere died in South Carolina at age 36.
Skincare brand Neutrogena broke its silence following days of intense public scrutiny over its past business relationship with the late actress Hayden Panettiere. In a statement posted to social media on Thursday, the company addressed mounting backlash and online calls for a boycott triggered by revelations surrounding the end of their decade-long partnership.
Panettiere, who died at the age of 36 on Sunday in Greenville, South Carolina, had spoken openly in recent months about being dropped by the brand. Her public disclosures, featured in interviews and her memoir, detailed how sharing her struggles with postpartum depression in 2015 allegedly led to the termination of her commercial contracts.
Memoir Revelations and the 2015 Backlash
The controversy stems from events that occurred a decade ago. Following the birth of her daughter Kaya in 2014, Panettiere sought treatment for postpartum depression in October 2015. During a television appearance on Live with Kelly and Michael, she discussed her condition candidly.
In her memoir, This Is Me: A Reckoning, and during an appearance in May on Jay Shetty’s On Purpose Podcast,
Panettiere explained that speaking honestly about her mental health resulted in the beauty company cutting ties with her over a morality clause.
“So when I got that call that Neutrogena wanted to fire me over that, and my representative at the time said, ‘That’s illegal. You can’t do that,’ I knew that was gonna be it. That there was gonna be, I was not gonna be invited back the next year.”
Hayden Panettiere, via CBS News
Although the company did not legally end her existing contract mid-term due to her health issues, it opted not to renew the agreement, effectively ending a partnership that had run from 2005 to 2015, during which she appeared in television and print advertisements for cleansers, brushes, and moisturizers.
Neutrogena’s Apology and Pledged Investment
Following Panettiere’s death, social media platforms flooded with negative comments and calls to boycott Neutrogena and its parent company, Kenvue. On Thursday, Neutrogena issued a statement explaining that it delayed speaking out out of respect for the actress’s family and loved ones.
“We are deeply saddened by Hayden Panettiere’s passing. For more than a decade, Hayden was a valued member of our Neutrogena community. We are proud to have partnered with her and understand that we made her feel unsupported during a very difficult time. This is not what Neutrogena stands for or who we want to be.”
Neutrogena, via NBC News
The company also announced plans to make a significant financial investment in a long-standing community health partner, aimed at expanding access to support services, including specialized care for postpartum depression. Neutrogena stated it would release further details regarding the initiative when plans are in place.
Industry Impact and Market Analysis
Marketing and brand strategy experts have weighed in on how the public reaction might affect the skincare giant. Allen Adamson, co-founder of the consulting firm Metaforce, noted that in fast-moving social media environments, brand behavior serves as a primary differentiator for consumers purchasing everyday items like face wash, where product differences are otherwise minimal.
However, long-term financial consequences remain uncertain. Charles Byers, a teaching professor of marketing at Santa Clara University’s Leavey School of Business, observed that boycotts often produce a minimal short-term impact rather than lasting financial damage.
Ongoing Investigations
As public discussion surrounding Panettiere’s legacy and mental health advocacy continues, investigations into her passing remain active. Authorities in South Carolina responded to the apartment complex where she was found unresponsive. Representatives from the Drug Enforcement Administration are assisting local investigators, while the local coroner’s office awaits further test results to determine the official cause of death following an autopsy completed on Monday.
