Kenvue Considers Divesting Select Skin Health and Beauty Brands to Refocus Portfolio

THE WHAT? Kenvue is considering the sale of several underperforming skin health and beauty brands, including Clean & Clear, Maui Moisture, Neostrata, Bebe, and Dr.Ci:Labo, as it seeks to streamline its portfolio and concentrate on core assets.

THE DETAILS Sources familiar with the matter say Kenvue, which separated from Johnson & Johnson in 2023, is working with Goldman Sachs to explore divestment options. The brands under review—smaller names within Kenvue’s skin health and beauty unit—are estimated to generate over US$500 million in annual revenue collectively. The company intends to retain key brands such as Neutrogena and Aveeno. The skin health and beauty unit, comprising roughly a dozen brands, reported a 4.8% year-over-year organic sales decline in Q1 2025. Final decisions on the sale package are still pending, and no deal is guaranteed.

THE WHY? Kenvue is responding to ongoing pressure to improve performance and simplify operations amid activist investor scrutiny. The targeted brands represent a small share of the company’s US$15.5 billion annual revenue and have been dragging on growth. By shedding non-core assets, Kenvue aims to strengthen focus on high-performing flagship brands and drive marketing investments more effectively.

Source: Reuters

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