The actress was found unresponsive in a Greenville, South Carolina apartment on August 16, 2026. Authorities say there's no sign of foul play or trauma, and toxicology results are still pending.

Within an hour of the news breaking, fans were already calling for a boycott of the skincare brand she once represented.

The decade-long partnership that ended in a phone call

Panettiere was the face of Neutrogena from roughly 2005 to 2015, a run long enough that millennials call her commercials a core memory. 

That ended not long after she opened up about postpartum depression on ‘Live with Kelly and Michael’ in 2015, following the birth of her daughter, Kaya, with then-partner Wladimir Klitschko.

According to Panettiere, the honesty cost her the contract. She detailed the fallout in her 2026 memoir, ‘This Is Me: A Reckoning’, and repeated it on Jay Shetty's podcast and in interviews with Us Weekly and The Hollywood Reporter.

Her account: representatives told her Neutrogena considered the disclosure a breach of a "morals clause," and she recalled being told "Neutrogena was not okay with the situation.”

Also Read: Hayden Panettiere cause of death: What we know about actress' sudden passing at 36

What stung most, she said, wasn't the firing, it was the silence afterward. Nobody from the brand called to acknowledge 10 years of work together. And she pushed back hard on the framing itself, arguing postpartum depression isn't a choice and shouldn't have been treated as a fireable offense.

The internet remembers

Fans are now digging up old clips of Panettiere telling this story and flooding Neutrogena's social accounts with criticism.

A Reddit thread airing grievances against the brand has racked up thousands of upvotes, and "Neutrogena boycott" has reportedly spiked more than 5,000% on Google Trends in just three days. Tens of thousands of TikTok comments are about the same demand.

It's pile-on territory now is some commenters are using the moment to air unrelated complaints about product quality, and Neutrogena's own promotional posts are getting hijacked with pointed replies referencing the Panettiere story.

Kenvue Inc., Neutrogena's parent company, which also owns Tylenol, Band-Aid, and Aveeno, saw its stock dip more than 2% on Monday. It clawed back some of that ground by Tuesday morning.

Also Read: ‘Heroes’ and ‘Nashville’ actress Hayden Panettiere dies at 36

Bad timing for a brand already under fire

This isn't Neutrogena's only headache this month. Current ambassador Tate McRae was recently accused online of faking a makeup-removal demo. 

Fans noticed her fingers seemed to be shielding her skin from the wipes, among other inconsistencies. Neutrogena responded with a self-aware, humorous video from the brand's perspective, but the timing means the company is now fielding criticism on two fronts at once.

Neutrogena has not responded to requests for comment on the boycott calls.