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Aveeno Active Naturals Daily Moisturizing Lotion: Look at the Label

Posted Nov 19 2012 1:01am

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Aveeno Active Naturals Daily Moisturizing Lotion is the 17th best selling beauty product on We looked at the label and found something that shocked us…

The last ingredient in the list is water. But lotions are typically mixtures of oil and water so how could they make a lotion with so little H2O?  Could the answer have something to do with the fact that this is a drug product? (Note: skin lotions are considered to be “medicated” if they contain a certain level of skin protectant ingredients.)

According to the US Food and Drug Administration,  for OTC drugs that are also cosmetics inactive ingredients “must be listed in descending order of predominance.” If J&J are following the letter of the law then there is less water in this product than there is salt. (Which is very hard to believe!)

So what is happening here? It looks like J&J has followed the WRONG regulation. Once again look at what the FDA says: ”For OTC drug products that are not also cosmetic products, the established name of each inactive ingredient must be listed in alphabetical order.” If you look at the inactive ingredient list you’ll see they are in alphbetical order. That’s why water is last! This would be fine if the product was a “true” drug and not a drug-cosmetic.

Why would they do this? It could be an honest mistake. Or, by interpreting the law to their own favor, J&J could be trying to make it look like their lotion is better than all those other “crappy” moisturizers that have water as the first ingredient.

As always: Let the buyer beware! And shame on J&J if they’re actually trying to mislead us!

Active Ingredients:

Dimethicone 1.25% (Skin Protectant)

Inactive Ingredients:

Avena Sativa Kernel Flour (Oat)

Benzyl Alcohol

Cetyl Alcohol

Distearyldimonium Chloride


Isopropyl Palmitate


Sodium Chloride



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