Neutrogena finally breaks silence on Hayden Panettiere backlash

Neutrogena has broken its silence over allegations made by former ambassador Hayden Panettiere, acknowledging that the actor felt “unsupported” by the skincare brand during a difficult period and pledging a new investment in postpartum depression support.

The statement comes days after Panettiere's passing renewed scrutiny of her previous claims about her relationship with Neutrogena, including allegations that the brand sought to end its partnership with her after she spoke publicly about experiencing postpartum depression.

In a statement issued over the weekend, Neutrogena said it was “deeply saddened” by Panettiere's passing and described her as a “valued member” of its community for more than a decade.

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“We are proud to have partnered with her and understand that we made her feel unsupported during a very difficult time,” the brand said. “This is not what Neutrogena stands for or who we want to be.”

Neutrogena added that Panettiere's decision to speak openly about her challenges had helped inspire important conversations and awareness around postpartum depression.

The brand said it is now making “a significant investment” in a long-standing community health partner to give more women access to support, including care for postpartum depression. It said further details would be shared once plans are in place.

Neutrogena also explained that it had chosen not to comment immediately following Panettiere's passing out of respect for her family and loved ones.

“Everyone at Neutrogena extends their deepest condolences to Hayden's family and all who loved her,” the brand said.

Panettiere's claims first surfaced earlier this year, when she discussed her experience with postpartum depression in 2015 and the impact it had on her relationship with Neutrogena after nearly a decade as an ambassador. The allegations subsequently drew renewed criticism online following her passing, with some social media users calling for boycotts of the brand and encouraging others to switch to competing skincare products.

The brand's initial silence had also prompted questions among PR professionals over whether holding back was a deliberate attempt to avoid inflaming an emotionally charged situation, or whether it risked allowing consumers to shape the narrative themselves. Experts MARKETING-INTERACTIVE previously spoke to had cautioned that any eventual response would need to go beyond defending past decisions, with meaningful action carrying more weight than a purely reputational response.

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