About Johnsons
Johnson’s (stylized as JOHNSON’S®) is an American personal care brand best known for its baby care products, including baby shampoo, baby powder, baby lotion, baby oil, and baby wash. The brand has become one of the world’s most recognized names in infant skincare and hygiene and is sold in more than 170 countries. Originally developed by Johnson & Johnson, the brand has been owned by Kenvue Inc. since 2023 following the separation of Johnson & Johnson’s consumer health business. [1]
Overview
- Brand Name: Johnson’s (JOHNSON’S®)
- Industry: Personal Care, Baby Care
- Founded: 1894
- Founder: Johnson & Johnson
- Current Owner: Kenvue Inc.
- Headquarters: Skillman, New Jersey, United States (Kenvue)
- Products: Baby shampoo, baby lotion, baby oil, baby powder, body wash, soap, skincare, haircare, baby wipes, and children’s personal care products
- Markets: More than 170 countries worldwide [1]
History
The origins of Johnson’s date back to the late 19th century. During the 1890s, patients using Johnson & Johnson medicated plasters experienced skin irritation. In response, the company’s Scientific Director, Frederick B. Kilmer, provided small containers of Italian talcum powder to soothe irritated skin.
Parents soon discovered that the powder was also effective for preventing diaper rash in babies. Based on this unexpected use, Johnson & Johnson introduced Johnson’s Baby Powder in 1894, marking the birth of the Johnson’s baby care brand. [1]
Throughout the 20th century, Johnson’s expanded its product range beyond baby powder to include shampoos, oils, lotions, soaps, and skincare products specifically designed for infants and young children.
Brand Development
Johnson’s became famous for developing products that emphasized:
- Gentle formulations
- Mild ingredients suitable for babies
- Dermatologist and pediatrician testing
- Scientific research in infant skin care
One of its most iconic innovations was the NO MORE TEARS® baby shampoo, formulated to minimize eye irritation during hair washing. The brand later introduced bedtime products and skincare routines designed to support babies’ nighttime care. [1]
Product Categories
Johnson’s offers products across several categories:
Baby Skin Care
- Baby lotion
- Baby cream
- Baby oil
- Moisturizers
Bath & Body
- Baby wash
- Bubble bath
- Baby soap
Hair Care
- Baby shampoo
- Conditioning shampoo
Powder
- Cornstarch-based baby powder
Baby Wipes
- Fragrance-free wipes
- Sensitive skin wipes
Kids Products
- Children’s shampoo
- Kids body wash
- Cologne (available in selected markets)
Product availability varies by country.
Research and Safety
Johnson’s emphasizes research focused on infant skin, stating that it has invested extensively in baby skincare science. In recent years, the company simplified many product formulations by reducing ingredients and removing substances such as parabens, phthalates, and sulfates from many products. [1]
Products are typically tested for:
- Skin compatibility
- Allergy potential
- Pediatric suitability
- Ophthalmologist review (for eye-contact products)
Global Presence
Johnson’s products are distributed across North America, Europe, Asia, Latin America, the Middle East, and Africa. The brand has become especially well known in countries such as the United States, the Philippines, India, Brazil, Indonesia, and the United Kingdom. Product ranges may differ depending on local regulations and consumer preferences. [1]
Ownership Changes
For over a century, Johnson’s was part of Johnson & Johnson.
In 2023, Johnson & Johnson separated its consumer health business into a new publicly traded company called Kenvue Inc. As a result, Johnson’s became one of Kenvue’s flagship consumer brands, alongside Band-Aid®, Listerine®, Neutrogena®, and Aveeno®. Johnson & Johnson retained its pharmaceutical and medical technology businesses. [2]
Controversies
Johnson’s Baby Powder has been the subject of significant legal and scientific controversy over allegations that long-term use of talc-based powder increased the risk of certain cancers. Johnson & Johnson has consistently maintained that its talc products were safe and asbestos-free.
In 2023, the company completed a global transition from talc-based baby powder to cornstarch-based baby powder, while legal proceedings related to historical talc products have continued. [3]
Brand Mission
Johnson’s states that its mission is to create gentle products designed specifically for babies’ delicate skin while supporting parents with scientifically researched skincare solutions. The brand focuses on safety, product quality, and continuous innovation in infant and family care. [1]
Timeline
| Year | Milestone |
|---|---|
| 1886 | Johnson & Johnson founded. [4] |
| 1894 | Johnson’s Baby Powder introduced, launching the Johnson’s baby brand. [1] |
| Mid-20th century | Expansion into shampoos, lotions, oils, and soaps. [1] |
| 1950s | Introduction of the NO MORE TEARS® shampoo technology. [1] |
| 2023 | Johnson’s becomes part of Kenvue following the spin-off from Johnson & Johnson. [2] |
Legacy
For more than 130 years, Johnson’s has remained one of the world’s best-known baby care brands. Its products are widely associated with gentle skincare, infant hygiene, and family care, making the brand a longstanding presence in households across generations. [1]
