Neutrogena issues response following backlash after Hayden Panettiere’s death
Following the tragic death of Heroes star Hayden Panettiere at the weekend, fans have been calling for a boycott of Neutrogena after archive footage resurfaced of her discussing her reported treatment by the brand.
The star represented Neutrogena skincare from 2005 to 2015, and appeared in many of their adverts and branding.
However, she later alleged in interviews and her memoir that she was 'fired' from her role after she discussed her struggles with postpartum depression.
In her memoir, This Is Me: A Reckoning, she wrote about her experience with her mental health following the birth of her daughter Kaya in 2014 and the response she received.
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She said: "Neutrogena cancelled my long-standing contract, and it was yet another blow in a year that had given almost nothing else."
Speaking on Jay Shetty's podcast, she added: "Neutrogena was a huge part of my life, I had the morals clauses, they caught absolutely everything.
"Of all the things that they would fire me over, this is the last thing that I thought they would ever fire me for. So when I got that call that Neutrogena wanted to fire me over that, my representative at the time said, ‘That’s illegal. You can’t do that'.
“Even though she saved the day that year, I knew that that was going to be it. I was not going to be invited back the next year.”
Neutrogena's statement on Hayden Panettiere's death
Following Panettiere's sudden passing and the intense criticism the brand has received online, Neutrogena has now released a statement.
“We are deeply saddened by Hayden Panettiere’s passing,” the post begins. “For more than a decade, Hayden was a valued member of our Neutrogena community. 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. Hayden’s courage in sharing her challenges helped inspire important conversations and awareness.
They promised: "We are making a significant investment to a long-standing community health partner to help give more women access to the support they need, including care for postpartum depression. We will share more details with this community when plans are in place.”
The statement finished by sharing their condolences and explaining why they had been quiet until now: "Out of respect for Hayden's family and loved ones, we did not want to speak out so soon following her passing.
"Everyone at Neutrogena extends their deepest condolences to Hayden's family and all who loved her."
Backlash Neutrogena is now facing
Comments were switched off for the apology post, but critics and angry fans were quick to comment on previous ones.
"Apology with comments turned off how original. SI will never buy Neutrogena ever again. I hope this runs the company to the ground," swore one.
"So, Neutrogena, wanna tell us what’s wrong with post partum depression?" asked another.
"I went through postpartum depression, let me throw your products away!" replied one former fan.
One commenter promised: "I’ll never ever use a Neutrogena product ever again and I’ll make sure that my daughter doesn’t as well."
Tyla has contacted Neutrogena for comment.
Stars share tributes to Hayden Panettiere
Viola Davis
Davis, who starred alongside Panettiere in the likes of The Architect (2006) and Custody (2016), penned: “What an amazing talent you were....so gifted. Julius and I loved working with you....an old, wise soul with such a deep heart. I wish the world had more time with you because I had a burning curiosity about who you were becoming.
“I saw this beautiful Phoenix rising from the ashes. Your tests became your testimony, and your testimony became your legacy. You will be remembered. Rest well, Hayden.
“Sending healing prayers to your family, your daughter, and all who loved you. May they always speak your name....”
Solange Knowles
Panettiere's Bring it On co-star wrote: "Rest in peace hayden. In peace, because you are so deserving of it
"We had so many parallels in our lives, and the world watched us so courageously live in your radical truth telling your story, we watched your endless quest for vulnerability, and healing.
"I salute your journey and i honor the work we created together that became something that really means something to people…reaching people we couldn’t have ever imagined at the time, as two young girls, trying to keep looking to the light.
"The light surrounds you now. Rest easy hayden."
Bethany Joy Lenz
In an emotional tribute, Panettiere’s Guiding Light co-star Joy Lenz wrote: “There is nothing that posting pictures on the internet can do. I avoid it usually in moments like this. But Im here with my head in my hands and I don’t know what else to do in aside from praying for her soul, which I have done and will continue.”
Admitting she's 'crushed', the actress continued: “I knew the wild little blonde. Was she nine? Ten? I was eighteen. She ran through the Screen Gem studio hallways at 222 E44th St. laughing and playing games in between Guiding Light blocking and camera rehearsals. Long, unruly curls trailing behind her. She knew her lines and everyone else’s. Her intelligence was astonishing. She understood scenes and nuance and human struggle like no child I’d ever seen on camera. And she’d sit with you for a great conversation, then giggle and go play.
“We’d connect on and off over the years, like the cousin in the family reunion who got famous and life moved her away—but I always felt such joy seeing her when we were lucky enough to cross paths. We’d make a pact to talk soon. Lunch. Dinner. Somewhere we could curl up into a corner—but we never quite made it happen. I mostly stayed up to date through mutual friends.
“I dont understand how this is real. Everything seemed to be turning around. She was coming BACK to life, wasn’t she? It’s too young and there’s still so much more life. And her daughter…. Hayden, you are surround by love. I’m sorry for every moment I didn’t reach out or check in. This can’t be real.”
Joy Lenz concluded: “These are moments of how I knew you, in glimpses over 26 years. I don’t know how to process this. I am praying for you to know the peace of God now and always.”
Selma Blair
Commenting underneath Panettiere’s final Instagram post, Blair said: “I love you. Don't be gone. Please.”
Emma Roberts
Paying tribute to her Scream 4 (2011) co-star, Roberts penned: “Rest in peace my sweet friend. you are so loved and you will be forever missed.”
Kim Cattrall
“Rest in peace sweet Hayden,” Cattrall, who starred as Panettiere’s onscreen mum in Ice Princess (2005), shared. “Gone far too soon.”
Masi Oka
In a heartfelt message to his Heroes co-star, Oka wrote on X: “Absolutely heartbroken to hear about Hayden. I had the privilege of working closely with her, and I’ll always remember her for her beautiful spirit, immense talent, and the joyful energy she brought to everything she did and the people around her. She was way wiser beyond her years and now gone too soon…
“My heart goes out to her family and everyone who loved her. Rest in peace, Hayden.”
Jenna Ortega
Taking to her Instagram Story, Ortega - who worked with Panettiere on Scream VI (2023) - said: “This is such a devastating loss. Rest well.”
Melissa Barrera
Fellow Scream VI star Barrera also paid tribute, saying: “Rest in peace sweet Hayden,” along with a broken heart emoji.
Jay Shetty
Shetty, who welcomed Panettiere on his On Purpose podcast just months ago, commented: “I can’t believe it. Our friendship had just begun and I was so moved by the conversation we shared earlier this year.
"My love and condolences to her family and fans.”
Jen Thomas