Johnson & Johnson (J&J) has decided to transition to an all cornstarch-based baby powder portfolio.
 
As a result, the iconic talc-based JOHNSON’S Baby Powder will be discontinued globally in 2023.
 
“We continuously evaluate and optimize our portfolio to best position the business for long-term growth. This transition will help simplify our product offerings, deliver sustainable innovation, and meet the needs of our consumers, customers and evolving global trends,” the company said in a statement.

The End of an Era

Back in 2020, Johnson & Johnson Consumer Health permanently discontinued approximately 100 SKUs, including talc-based Johnson’s Baby Powder in the U.S. and Canada.
 
Demand for talc-based Johnson’s Baby Powder in North America was already declining due to changes in consumer habits and fueled by lawsuits filed by consumers who say it caused cancer.
 
Despite the thousands of lawsuits the company has faced—mostly from women with ovarian cancer—Johnson & Johnson remains steadfastly confident in the safety of talc-based Johnson’s Baby Powder.
 
“Our position on the safety of our cosmetic talc remains unchanged. We stand firmly behind the decades of independent scientific analysis by medical experts around the world that confirms talc-based JOHNSON’S Baby Powder is safe, does not contain asbestos, and does not cause cancer,” the company asserted.