Skincare brand Neutrogena stated that it made former brand ambassador Hayden Panettiere feel unsupported during a difficult time, following online backlash over the end of their decade-long partnership. Panettiere, known for her roles in the television series Heroes and Nashville, died at age 36 at her home in Greenville, South Carolina, on Sunday, according to reports by RTÉ.
Following her death, social media users resurfaced comments Panettiere made regarding the skincare company, prompting calls for a boycott across digital platforms according to reporting by The Guardian.
Neutrogena Addresses Backlash
In a statement published on Instagram, Neutrogena addressed the online criticism surrounding the conclusion of its business relationship with the actress.
"We are deeply saddened by Hayden Panettiere’s passing," the company stated, as reported by RTÉ. "For more than a decade, Hayden was a deeply valued member of our Neutrogena community. The organization acknowledges its collaboration with her and recognizes that our actions left her feeling isolated through an intensely challenging period. This is not what Neutrogena stands for or who we want to be."
The company added that it delayed its public statement out of respect for Panettiere’s family and loved ones. As part of its response, Neutrogena announced plans to make a financial investment in a community health partner to expand access to postpartum depression support resources.
The 2015 Podcast Revelations
The public scrutiny began after fans highlighted an interview Panettiere gave in May on the On Purpose With Jay Shetty podcast, where she discussed the end of her contract with the brand in 2015.
During the podcast appearance, Panettiere stated that Neutrogena cut ties with her after she spoke publicly about experiencing postpartum depression following the birth of her daughter Kaya, now 11. She recounted being informed that her public disclosures violated a morality clause in her contract.
Morality Clauses and Public Ostracization
"Neutrogena was a huge part of my life," Panettiere said during the podcast, according to RTÉ. "I had the morals clauses, they caught absolutely everything. Out of all the potential reasons they could have chosen to terminate my contract, this outcome caught me completely by surprise."
Panettiere further detailed her mental health challenges in her 2026 memoir, This Is Me: A Reckoning, writing about the isolation and difficulties she experienced during early motherhood.
Investigation in South Carolina
Greenville police confirmed that paramedics found Panettiere unresponsive and in cardiac arrest at her apartment, noting that there were no signs of foul play or suspicious circumstances. Authorities reported that her on-and-off boyfriend, Brian Hickerson, and his brother, Zach, were present at the residence when she died. Her official cause of death has not yet been released.
Neutrogena concluded its public statement by extending condolences to the actress’s family, noting that her openness regarding her mental health helped inspire broader public awareness and conversations around postpartum challenges.
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