The unique story of Aveeno began in 1945 with the introduction of the Soothing Bath Treatment, a bath powder that contained 100% colloidal oatmeal known for its natural ability to hold in moisture and relieve dry, irritated skin. This treatment was developed by the Musher Brothers in conjunction with the Mayo Clinic, also one of their first clients. Thus Aveeno treatments have been doctor recommended for over 60 years. Aveeno continues to develop products with new and existing natural ingredients that are clinically proven to deliver real skin care benefits.