The Aveeno brand was established in 1945 with its Soothing Bath Treatment, a therapeutic skin care product with colloidal oatmeal. Colloidal oatmeal, which are oats ground to an ultrafine powder, is one of only a few natural, botanical ingredients deemed by the Food and Drug Administration as a safe, effective skin protectant for over-the-counter use. Aveeno has expanded its line considerably since it was acquired by Johnson & Johnson in 1999, and it now offers Aveeno Daily Moisturizing Lotion.
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The active ingredient in Aveeno Daily Moisturizing Lotion is dimethicone at a concentration of 1.3 percent. Dimethicone is permitted by the FDA as an active ingredient for skin protectant products within a concentration of 1 to 30 percent. Dimethicone is an emollient, or skin moisturizer. It also protects and relieves irritation and helps guard skin from damage due to wind and cold weather. Dimethicone may cause side effects of burning, itching or stinging, but these are fortunately rare.
The colloidal oatmeal that Aveeno products are known for is listed as "Avena sativa (oat) kernel flour" in the inactive ingredients list of Aveeno Daily Moisturizing Lotion. In order for colloidal oatmeal to be listed as an active ingredient, it must be at a concentration of 0.007 percent minimum. No percentage for this ingredient is listed on the label. Colloidal oatmeal helps form a protective barrier on the skin that promotes moisture retention, according to a review in the Journal of Drugs in Dermatology. It is also known to provide skin relief and protection for insect bites, rashes and eczema.
Other inactive ingredients in this product include two forms of alcohol: cetyl alcohol, which is used in skin care products as an emulsifier, emollient, thickener and carrying agent for other ingredients; and benzyl alcohol, which can sometimes be drying or irritating to the skin in sensitive individuals. Distearyldimonium chloride is used for its moisturizing and smoothing properties. Glycerin, which exists in all natural fats, is included to balance water levels in skin. Isopropyl palminate is used as an emollient and thickening agent. Aveeno Daily Moisturizing Lotion also contains petrolatum, sodium chloride and water.