Hayden Panettiere’s death has renewed scrutiny over claims that speaking publicly about her postpartum depression damaged one of her biggest endorsement relationships. Fans are now directing their anger at Neutrogena and calling for a boycott as the allegations resurface.

Meanwhile, Panettiere’s former co-stars and Hollywood peers have continued sharing emotional tributes honoring her talent, warmth, and legacy.

Neutrogena is facing mounting backlash following Hayden Panettiere’s death, as fans revisit her claims about how the skincare brand ended its longtime relationship with her.

Panettiere, who died Sunday at age 36, previously claimed the company turned on her after she publicly discussed her battle with postpartum depression. The actress became a prominent face of Neutrogena during the 2000s, appearing in commercials while her career soared with roles including “Heroes.”

However, Panettiere claimed things changed after she opened up about postpartum depression during a 2015 appearance on “Live! with Kelly and Michael.”

The actress alleged Neutrogena wanted to drop her immediately after the interview, although her agent managed to preserve the partnership at the time. She claimed the company ultimately parted ways with her once her contract expired.

Panettiere also addressed the fallout during a May interview with Jay Shetty, saying it was “shocking” that her decision to seek treatment seemed to be the point at which brands “drew the line.”

The criticism has only intensified online, with Neutrogena’s social media pages becoming targets of angry fans. Some commenters have vowed to ditch the skincare brand altogether, while others accused the company of lacking empathy toward Panettiere when she needed support.

“Good riddance Neutrogena,” one person wrote beneath NBC News’ report on the controversy. Another argued that Panettiere was “brave” to speak publicly about her mental health struggles, adding, “Yeah, I can dump Neutrogena.”

PR and crisis management expert Molly McPherson believes the company’s response, or lack thereof, could make matters worse. Speaking to the outlet, the consultant reportedly said Neutrogena’s “silence has already cost them” and argued that simply issuing a press release would not be enough.

Instead, she suggested the brand take meaningful action around maternal mental health. “The social media commentary is being written,” McPherson said, adding that the public is now shaping the narrative surrounding the company.

Away from Neutrogena, Panettiere built an impressive advertising résumé that stretched back to childhood. Her early commercial credits included household names such as McDonald’s, KFC, Wendy’s, Hershey’s and Band-Aid.

As her star power grew, so did the partnerships. Panettiere modeled for Candie’s footwear in 2008 and even had her own line of leather purses with Dooney & Bourke that year.

Cotton Incorporated later tapped the actress for its famous “The Fabric of Our Lives” campaign in 2013. The company cited Panettiere’s “crossover appeal” and “all-American looks” when explaining the choice.

Her “Nashville” success also became part of the campaign. Panettiere sang the familiar Cotton jingle with a country twist while appearing in TV spots filmed in Tennessee. The ads showcased her wearing pieces from labels including Valentino, Missoni, Ralph Lauren Denim and J. Brand.

Hollywood stars have also been sharing touching memories of Panettiere following the tragic news. Her “Nashville” co-star Connie Britton remembered her as someone “bursting with brilliance,” adding, “I love you, girl. Sleep easy now.”

Charles Esten, another of Panettiere’s “Nashville” castmates, recalled becoming “fast friends” after meeting during the show’s auditions. Esten praised her as “extraordinarily talented” and said it was a gift to act, sing, and share a friendship with her.

Viola Davis, who worked with Panettiere on “Architect” and “Custody,” called her an “amazing talent” and said she wished the world had been given more time with her. “I saw this beautiful Phoenix rising from the ashes,” Davis wrote. “You will be remembered.”

Tributes also came from Panettiere’s “Scream” co-stars David Arquette and Melissa Barrera. Meanwhile, Selma Blair left an emotional message on Panettiere’s final Instagram post, writing, “I love you. Don’t be gone. Don’t be gone. Please. Please.”

One deeply personal tribute to Panettiere came from her former fiancé and the father of their daughter, Kaya, Wladimir Klitschko, the former professional boxer from Ukraine. “Our family is going through a time of profound shock and grief,” he wrote on social media.

Klitschko said Panettiere remained an “important part” of his life despite their relationship ending in 2018. He also vowed to ensure their daughter grows up knowing who her mother was. “To our daughter Kaya, I will always speak of her mother with respect and make sure she remembers the person she was,” he wrote.

The former heavyweight champion praised Panettiere for building an “incredible career through immense talent” while navigating what he described as the darker side of a demanding industry. Klitschko and Panettiere first met in 2009 and became engaged in 2013. They welcomed Kaya the following year.