The birth of NEUTROGENA^®

In 1930, Emanuel Stolaroff established a small company in Los Angeles specialising in cosmetic products and personal hygiene products, by the name of Natone.

In 1954, when he was travelling to Europe on business, he heard about an amazing soap: soft, transparent amber, quick and easy to rinse out, without leaving any residue. In a word, it is the ideal soap because it does not irritate the skin. It was then given the name of NEUTROGENA^®, due to its neutral pH, almost identical to that of water.

Convinced that there was a market for soap of such quality, Emanuel Stolaroff established an innovative commercial strategy for his time. Deciding to differentiate from his competitors, he focused on the transparent amber soap and extended its area of distribution to large stores and pharmacies. It was a success.

The soap sold so well that in 1962, NEUTROGENA^® became the group brand.