From their humble beginnings in 1945, the story of the Aveeno brand has been one of discovery. By unlocking nature’s powers through scientific advances, they discovered ways to nurture and transform skin and hair to an enhanced state of natural health and beauty. Founders, American inventor and philanthropist brothers Albert and Sidney Musher, were driven by a profound curiosity about how things work and how substances interact, and a belief that centuries-old remedies hold the promise for human wellness. Their experimentation with raw cereal led to the discovery of a finely milled colloidal oatmeal bath. This treatment was proven effective in skin prone to eczema by the U.S.-based, internationally renowned Mayo Clinic, where it is still in use today. Drawing inspiration from Avena sativa, the Latin word for oat, the Aveeno was born.