Neutrogena Addresses Backlash Over Past Treatment of Hayden Panettiere Following Actress’ Death

In a rare public acknowledgment of corporate handling of talent, skincare giant Neutrogena issued a statement on Thursday addressing mounting criticism regarding its historical treatment of Hayden Panettiere. The brand admitted that it made the late actress "feel unsupported during a very difficult time," a sentiment that surfaced in the wake of her passing earlier this week.

Panettiere, 36, known for her acclaimed performances in Nashville and Remember the Titans, was found unresponsive in a South Carolina apartment on Sunday and was later pronounced to be in cardiac arrest. Preliminary autopsy reports have indicated no signs of physical trauma.

A Decade of Controversy

The backlash began shortly after news of the actress’ death broke, as fans and social media users revisited claims made by Panettiere regarding her 10-year partnership with the skincare company. Panettiere, who served as a face of the brand from 2005 to 2015, detailed in her recent memoir, This Is Me: A Reckoning, that the company moved to terminate her contract after she spoke candidly about her struggles with postpartum depression (PPD).

In a May appearance on the On Purpose podcast with Jay Shetty, Panettiere recounted the moment she realized her career was being impacted by her honesty. "When I got that call that Neutrogena wanted to fire me over that… I knew that I was not going to be invited back," she stated, noting that her representative had advised her that such an action was legally questionable. She maintained that her 2015 discussion of PPD on Live! With Kelly and Michael was entirely unplanned and simply a reflection of her personal truth.

Neutrogena’s Response

As the online outrage grew and calls for a consumer boycott spread across social media platforms, Neutrogena broke its silence on Instagram. The company stated that it had initially withheld comment out of respect for the actress’ family during their grieving process.

"For more than a decade, Hayden was a valued member of our Neutrogena community," the brand wrote. "We are proud to have partnered with her and understand that we made her feel unsupported during a very difficult time. This is not what Neutrogena stands for or who we want to be."

To address the criticisms, the brand announced it is making a "significant investment" in a long-standing community health partner, specifically aimed at increasing access to support services for women dealing with postpartum depression.

Ongoing Investigations

The circumstances surrounding Panettiere’s death remain under investigation. While the initial autopsy ruled out physical trauma, the Drug Enforcement Administration (DEA) has reportedly been involved in the ongoing probe into the factors surrounding her passing.

Panettiere’s sudden death has reopened conversations about the industry’s responsibility toward the mental health of its talent. Before her death, the actress had been vocal about her personal journey, including her past struggles with addiction and the challenging path toward recovery.

As of Thursday, Neutrogena has not provided additional details regarding its forthcoming charitable initiatives or the specific nature of the investment.