Research and Development¹

Consumer

Consumer

Excellent Research Capabilities

As a skincare company with a strong commitment to innovation, we unite scientific excellence with in-depth skin care expertise, thereby laying the foundation for groundbreaking developments. Since inventing modern skin care with the first stable water-in-oil emulsion in 1911, we have continuously set new standards. Our scientists decode the complex biological processes of the skin. This in-depth understanding enables us to develop characteristic, highly effective active ingredients that interact specifically with the skin to support its natural functions. Examples include Q10 (our first anti-aging ingredient), Thiamidol® (our highly effective ingredient against hyperpigmentation), and Epicelline®, (our powerful epigenetically active ingredient that turns back skin cells’ age clock). Other key research areas, such as microbiome research, are creating new perspectives for skin care. We again made substantial progress with our intensive research work in the reporting year:

• For over 15 years, we have been conducting research in the field of epigenetics to understand how external influences affect the functionality of the skin cells and the mechanisms of skin aging. This knowledge was incorporated into further products in 2025 and also found its way onto the mass market for the first time with our NIVEA CELLULAR Epigenetics Rejuvenating Serum. By restoring the skin cells’ youthful functions, Epicelline® actively slows down and even reverses biological skin aging, thereby activating skin longevity. In addition, we made targeted advances in our innovative skin care approaches to promote skin longevity and substantial skin rejuvenation. In collaboration with the German Cancer Research Center (DKFZ), we succeeded in further enhancing the patented Age Clock Technology® in the reporting year and enabling the analysis of micro skin samples. We were able to verify that this technology is effective across all phototypes and demonstrate that, after using Eucerin Hyaluron-Filler Epigenetic Serum, the biological skin age of users was significantly reduced – in vivo proof of enhanced skin longevity based on a scientifically recognized biomarker for aging (the age clock). This data was presented at some specialist conferences. At the same time, we used a microphysiological co-culture system to identify systemic factors that cause significant rejuvenation of skin cells, and published the results of the study in the AGING journal. This is a promising starting point for future strategies aimed at targeted skin rejuvenation and longevity.

• Thiamidol® remains a key active ingredient in treating and reducing hyperpigmentation, with its effectiveness proven thus far in over 120 clinical studies involving more than 9,000 participants of all skin and phototypes. We therefore persisted in further developing and researching our patented ingredient during the reporting year. After successfully completing the registration process in China in November 2024, we launched a number of locally developed products on the Chinese market in the reporting year. Another milestone is the recently published “Global Consensus on the Management of Melanin Hyperpigmentation Disorders.” Authored by ten leading dermatologists in the field of hyperpigmentation, this document identifies Thiamidol® as the dermocosmetic ingredient that all experts recommend as the preferred solution for hyperpigmentation. Such international recognition underscores the scientific relevance and clinical efficacy of our research.

• The microbiome of the skin plays an important role in its appearance and resilience. If the delicate balance of this ecosystem is disrupted – for example, by an overgrowth of certain microorganisms – it can change the skin flora and negatively affect skin condition. With our ongoing research into the skin microbiome, we are doing important pioneering work. The insights gained from several decades of research, with over 70 patents granted, provide the basis for our unique technological ecosystem, the Microbiome Design Platform. Besides specific antimicrobial solutions and prebiotic approaches, the platform also includes what we call Ski[N]ative Probiotics technology, which relies on probiotics that are part of the natural skin microbiome. We hope these approaches will open up entirely new ways to specifically influence the skin microbiome with innovative cosmetic care products – for groundbreaking results, from blemished skin to anti-aging. A recent publication (Hamann et al., Microorganisms, 2025) documents intraspecific differences between two key skin bacteria – Cutibacterium acnes and Staphylococcus epidermidis – in subjects with healthy skin and those with mild to severe acne (acne vulgaris). Our research activities in the field of the skin microbiome are further underpinned by our collaboration with the Belgian biotech company S-Biomedic, which we acquired in full in 2022, as well as with renowned universities and research institutions (for more information, see the section “Boosting Innovation Through Strategic Alliances”).

• In the reporting year, we continued research into our innovative anti-aging active ingredient coenzyme Q10, first launched on the market in 1998. Collaborating with the University of Grenoble, we were able to show in a study that coenzyme Q10 stabilizes the energy balance of skin cells under oxidative stress to a significant degree. We published these findings in the Scientific Reports journal in April 2025 and presented them at the International Q10 Conference of the International Coenzyme Q10 Association in Copenhagen in June 2025. They enabled us to prove that the active ingredient strengthens cellular resilience and plays an important role in protecting and maintaining the function of the skin.

• With regard to animal-free testing methods to assess safety, we reached another milestone by further developing our digital toxicological profiling framework “ToxPanel.” The platform automates key work steps, thereby increasing efficiency significantly while maintaining consistent data quality and significantly reducing manual work steps and human error. Thanks to structured and standardized documentation, we can identify potentially safe and innovative active ingredients at an early stage – a key contribution to our innovation work and the targeted development of new, safe active ingredients.

• Another focal point of our dermatological research in the reporting year was the study of two particularly challenging skin conditions: In the Eucerin UreaRepair Oncology study, we succeeded in demonstrating that our Eucerin UreaRepair products with active skin care ingredients, when used consistently, protect the skin of chemotherapy patients more effectively than standard skin care products. More than 80% of participants reported that their skin condition had remained stable or even improved – despite undergoing chemotherapy. Symptoms such as dryness, redness, and itching were significantly alleviated, with a positive effect on overall well-being and treatment. In another study, we were also able to make relevant progress in the area of atopic dermatitis: The Eucerin Atopi/SKINLY study involved 150 patients using our digital skin analysis device SKINLY (see also the section “Digitalization and Artificial Intelligence”) to monitor their skin over an extended period of time. The accompanying use of our soothing Eucerin AtopiControl Balm led to less itching, reduced tightness, and a lower need for cortisone.

We protect the results of our research and development and our intellectual property by means of a comprehensive, global patent portfolio. During the 2025 financial year, we filed more than 70 new patent applications (previous year: more than 90) and strengthened existing, strategically important rights by submitting additional applications in other markets. Our global portfolio as at December 31, 2025 comprised a total of 1,867 active patents (previous year: 1,638), including 783 granted patents and 1,084 applications still under review at year-end (previous year: approx. 800). This development highlights our company’s high level of innovative strength and the consistent implementation of our international patent strategy.

Sustainability as a Driver of Responsible Innovation

Sustainability is deeply rooted in our innovation work and is something that we systematically implement through intensive research and close collaboration with strategic partners and suppliers. A large share of our GHG emissions (greenhouse gas, GHG) are linked to our products. Therefore, their transformation is an important lever in achieving our ambitious net zero target for 2045. Our commitment: Our products should not only meet the highest standards in terms of safety, quality, and effectiveness, but also contribute to a better future. To achieve this, we focus on two key levers: more sustainable packaging solutions and responsibly developed ingredients and formulations. Our goal is to reduce our products’ environmental footprint while maximizing their circularity. These ambitions are part of our CARE BEYOND SKIN sustainability agenda, whose implementation is described in detail in our “Non-Financial Statement.”

As part of our ongoing efforts to become more sustainable, we regularly review our raw materials strategy and rely on state-of-the-art technologies, digitalized laboratory processes, and AI-assisted formulation processes so that we can use more sustainable ingredients in a faster, more targeted, and more effective manner. In this way, we combine our environmental responsibility with high product performance and skin care expertise, while at the same time setting new standards for responsible skin care innovation in the context of climate change mitigation and the implementation of a circular economy.

We consistently follow the four key principles for sustainable packaging, namely “avoid, reduce, reuse, and recycle.” In practical terms, this means that we actively minimize the amount of material we use. For example, over the past three years we have implemented a project across NIVEA, Eucerin, and Hansaplast to optimize our tube caps. This initiative significantly reduces the use of plastic while simultaneously replacing virgin plastic with recycled material. By rolling out this cross‑brand initiative across a large number of our products, we are achieving a significant reduction in emissions. As a general rule, our ambition is to integrate recycled materials wherever this is possible from a technical and quality perspective – accordingly, a large proportion of our product packaging already contains recycled material. We achieved a significant milestone in this context during the reporting year: Together with a number of partners from industry and science, we developed a standardized test method that enables us to safely use post-consumer recycled (PCR) plastic in cosmetic packaging. The challenge here was to reliably identify and evaluate potential contaminants from the material’s previous use, collection, and cleaning. The new method was published in 2025 as DIN SPEC 91521, with Beiersdorf playing a leading role in developing the standard. Thanks to this standardization, manufacturers and users of PCR materials can now uniformly measure compatibility. In addition to reducing the amount of material used and incorporating recycled plastics into our packaging, we also use biodegradable and renewable materials whenever this is technically feasible and economically viable.

Boosting Innovation Through Strategic Alliances

We at Beiersdorf believe that collaboration is the key to transformative innovation. Relevant advances come about at interfaces – at the points where disciplines and expertise converge so we can jointly explore new perspectives and go beyond the status quo. In keeping with this tradition, we purposefully combine external know-how with our internal expertise and use this complementary knowledge to jointly set new standards in skin care. Our global network comprises numerous renowned research institutes, universities, start-ups, independent scientists, and suppliers. In 2025, we continued to expand our strategic partnerships, with a particular focus on accelerating progress in the areas of the life sciences and sustainability – two central pillars of our long-term innovation strategy.

One example of our efforts is the Skin Cancer Prevention Alliance with the German Cancer Research Center (DKFZ). As part of the SPARC (Skin Protection and Research Collaboration) research program, eleven innovative skin cancer prevention projects were initiated in 2025. Three of these are dedicated to public relations activities, including the establishment of a skin module in the cancer prevention outpatient clinic operated by the DKFZ. Eight pilot projects are exploring different biological research approaches, including innovative ones that utilize novel molecular biological and bioinformatic testing methods to better understand processes in the skin and identify possible starting points for future protective mechanisms. Other focal areas include applying prevention strategies from other types of cancer to the skin and recognizing early signs of skin cancer, such as actinic keratoses.

To further strengthen our scientific capabilities in skin care, we continued our strategic research collaboration with Columbia University in New York, USA, one of the world’s leading institutions in biomedical research. The aim of this partnership is to drive forward scientific research in the areas of anti-aging and skin of color. During the reporting year, the partnership resulted in the launch of five pilot projects involving more than 20 scientists from Columbia University. Their expertise, coupled with our researchers’ in-depth knowledge of skin biology, enables an innovative strength that has the potential to redefine the future of skin care.

In addition to our collaboration with Columbia University, we also strengthened our long-standing partnership with the Marche Polytechnic University (UNIVPM) in Ancona, Italy. A particular highlight was the successful launch of our academic development program, which builds on more than a decade of joint research, especially in the area of coenzyme Q10. Ten international natural science graduates took part in the four-month hybrid program “Research and Innovation in Skin Biology and Anti-Aging Cosmetology” for the first time in 2025. After a theoretical module in Ancona that lasted several weeks, the participants completed a three-month practical phase at Beiersdorf’s skin research center in Hamburg. All participants completed both parts with a university certificate. The students’ work contributed to innovative approaches in photoprotection and skin senescence, as well as providing valuable ideas for ongoing research projects. The program will continue next year.

In 2025, we also entered into a research alliance with the Helmholtz Institute for Pharmaceutical Research Saarland (HIPS) and the PharmaScienceHub Saarland (PSH). The aim of this partnership is to identify natural bioactive substances in the skin microbiome that play a key role in skin care. We are focusing on what we call the skin’s own active ingredients – molecules that are produced by the skin microbiota itself and have the potential to be used as innovative cosmetic ingredients. The partnership unites microbiome research, bioinformatics, and research into naturally occurring substances with translational cosmetics research – an interdisciplinary approach that aims to expand our understanding of healthy skin at the molecular level and specifically strengthen our innovative capabilities in the field of skin care.

In the life sciences sector, we broadened our expertise in mitochondrial health, a significant field of anti-aging research, during the reporting year. Since May 2025, we have been partnering with the US company Vincere Biosciences, based in Cambridge, Massachusetts, to investigate the restoration or reactivation of mitophagy, a natural cellular process in which damaged mitochondria are broken down in cells. Beiersdorf is bringing into this partnership its many years of experience in researching coenzyme Q10, a molecule and antioxidant produced naturally in the body that is crucial for cell vitality and mitochondrial health – and that we first introduced into skin care products in 1998. The partnership is part of our long-term innovation strategy and aims to explore new regulation mechanisms in skin biology that are relevant for the development of cosmetic solutions. In addition to our scientific collaboration, we have also become a strategic investor in Vincere Biosciences as a way to strengthen our joint research in the long term.

Another partnership forged in the reporting year involved the Swiss biotech start-up Cellvie. Together, we are examining the potential and role of isolated mitochondria in improving skin vitality and overall tissue health. This cooperation aims to unravel the comprehensive role of mitochondria in the aging process, thereby laying the foundation for next-generation skin care and health solutions, particularly in the field of cell rejuvenation. Investing in Cellvie through our Oscar & Paul Corporate Venture Capital Unit shows how strongly we believe in the prospects for cellular regeneration and longevity.

Our partnership with UK-based cleantech start-up ReVentas is a major step toward closing the plastics loop. ReVentas is working on a novel physical process for recycling polyolefin plastics. These packaging materials were previously considered particularly difficult to recycle. Thanks to the investment made by our Oscar & Paul Corporate Venture Capital Unit, we are promoting scalable solutions that bring us closer to our sustainability targets.

Through an investment in the Swedish biotech company Melt&Marble, we aim to position ourselves in the long term to reduce our palm oil consumption and thereby strengthen our commitment to responsible sourcing. Their advanced fermentation-based process makes it possible to produce natural, food-grade oils and fats efficiently and at scale – a sustainable and efficient alternative to conventional raw materials.

Our participation in the Foresight Academy is another significant driver of inspiration for our innovation strategy and forward-looking research. This cross-industry platform for future-oriented research was initiated by Audi, and we have been involved since September 2024. There, we join forces with companies such as Bosch, IKEA, and SAP to exchange ideas on future-defining topics, including social and technological developments. At the heart of our discussions lies the question of how we want to live in ten years from now. In addition, we examine five key topics: “Health & Longevity,” “City of the Future,” “Artificial Intelligence,” “The Next Billion Middle-Class Consumers,” and “Alternative Futures.” These focal points help us better understand relevant developments outside of our own industry and anticipate at an early stage how they might impact our business. What we bring to the table is our expertise in skin care, health, and retail. This includes international studies, some of which have involved over 8,500 respondents in 14 countries, as well as interviews with trend receivers – that is, people who are particularly sensitive to social and technological changes. By discussing questions, strategies, and research findings, we gain valuable insights for the further development of our own future and innovation work.

Global Research Network

We firmly believe that the global presence of our research and development is a key factor in our company’s success. Our worldwide network enables us to set specific research priorities and learn from each other through continuous, close exchange. At the same time, having a representation in different locations allows us to better understand the local and regional needs of our consumers. At the heart of our consumer-centric innovation work is the “jobs-to-be-done” method, which focuses not only on needs, but also on specific problems (“jobs”) that our consumers want our products to solve for their skin.

The largest site in our global research and development network is our skin research center in Hamburg. As of December 31, 2025, it employed 885 people (previous year: 824). The focus here is on application-oriented research aimed at gaining an even better understanding of the biological processes of the skin. At the same time, this is where most of our product development takes place: Building on our research findings, we use state-of-the-art technologies such as artificial intelligence to develop innovative, needs-based solutions – always with an eye to sustainability when it comes to formulations and packaging.

In June 2025, to complement our existing skin research center, we laid the foundation stone for our new innovation center on the Beiersdorf Campus in Hamburg – a key milestone in the implementation of our “Win with Care” strategy. Between now and 2028, an investment of €139 million will create a place where ideas grow, technologies mature, and the future begins. This investment will bolster our global capacity for innovation and our competitiveness. In the future, approximately 14,000 m² of highly flexible laboratory, production, and technology space will bring colleagues from a variety of disciplines – including Research and Development, Supply Chain, Marketing, and Sales – together under one roof. Close cooperation along the entire innovation chain – from the initial idea to the finished product – enables faster time to market, more efficient processes, and greater synergies. At the new innovation center, we want to use artificial intelligence and digitalized processes to shorten development cycles and improve the predictability of results. The integrated pilot plant allows us to produce small batches and test samples directly on site – for faster feedback, more efficient resource use, and accelerated innovation processes. The innovation center will additionally serve as a dynamic hub that ties together research and large-scale production, allowing us to incorporate insights from the production process into future innovations. Furthermore, the new site is to be a place for open, agile, and interdisciplinary cooperation, where science meets product development, start-ups meet industry, and universities meet laboratories. In this way, we wish to attract different disciplines and mindsets, as well as thought leaders and talent from around the world, to jointly shape the skin care of tomorrow. A particular focus will be on transformative areas of innovation such as sustainable raw materials, new packaging solutions, and the fusion of skin care and life sciences. We also want to set new environmental standards with our new innovation center: Green roofs, photovoltaics, and geothermal energy will ensure maximum energy efficiency and help us reduce the CO₂ emissions.

The Beiersdorf Study Center is a fundamental part of our skin research center in Hamburg and plays a crucial role in the quality assurance of our products. Here, we run tests to make sure every new product meets our high standards for quality, safety, skin compatibility, and consumer orientation, as a supplement to the external tests done before any product hits the market. The Study Center offers over 30 study rooms on an area of around 1,800 m², including specialized test environments such as the “hot rooms,” where we test the effectiveness of deodorants under extreme conditions. In the “black room,” we record ultra-weak photon emissions while we use laser microscopy to analyze the effect of skin-smoothing formulations. State-of-the-art climate control technology allows us to precisely simulate temperature, humidity, and exposure to sunlight – for realistic and reliable results. In the reporting period, around 325 studies with some 7,100 participants (previous year: around 500 studies with some 10,200 participants) were carried at the Hamburg Study Center. While this means that the number of internally conducted studies was lower than in the previous year, the focus was on more complex study designs with longer durations. Moreover, we realized 1,610 external studies with some 90,000 participants worldwide (previous year: around 1,420 studies with some 40,600 participants). The higher number of participants is partly due to the fact that even more phototypes were included.

In addition to our internationally leading skin research center in Hamburg, our global research and development network includes two further large innovation centers in Shanghai (China) and New Jersey (USA), as well as development laboratories in Brazil, India, and Japan. This global presence enables us to take specific regional cultural, aesthetic, and climatic factors into account and develop products that correspond to local needs and preferences. At the same time, the network strengthens our position in the global innovation landscape and gives us access to highly qualified talent whose expertise and ideas enhance our research and development work.

Our innovation center in Shanghai, China, which opened its doors in July 2020, is our second-largest research site worldwide, covering an area of around 7,500 m² and employing around 80 people. This is where we pool our expertise in the development of premium facial care products and environmentally friendly, highly effective formulations that are specifically tailored to the needs of Asian consumers. As at all our development sites, we are focused on accelerating development processes through digitalization and AI here. In the 2025 reporting year, we made significant progress with our innovation strategy for China, building on an important milestone from the previous year: the successful regulatory registration of our patented active ingredient Thiamidol® in 2024. This allowed us to launch locally developed and produced products containing this ingredient on the Chinese market for the first time – a strategically important step in one of the most dynamic emerging markets in the world. More details on local innovations can be found in the “Product Highlights” section. In the 2025 financial year, our innovation work at the Shanghai research center also focused on digital analysis and data-driven product development. With “HawkEye,” our AI-powered platform that analyzes consumer insights and skin needs, we have laid the foundation for locally tailored solutions at this site (read more in the “Digitalization and Artificial Intelligence” section). Another important aspect of our innovation work in Shanghai in 2025 was our professional exchange with external experts: In the third quarter, the team collaborated with the Nature Publishing Group to organize a scientific symposium on skin pigmentation and the role of human tyrosinase. The aim was to strengthen our regional position as a leading innovator in the field of hyperpigmentation and to highlight the scientific basis behind Thiamidol®. Leading experts from China and Germany discussed the latest findings from the areas of skin research and dermatology. At the same time, the symposium provided an opportunity to officially introduce our Chinese brand name for Thiamidol®: 提安明多® (Tí Ān Míng Duō). Our site in Shanghai not only strengthens our innovative capabilities in Asia but also makes an important contribution to the global implementation of our “Win with Care” strategy.

Our innovation center in Florham Park, New Jersey, USA, which opened in 2022, is another integral part of our global research and development activities. The center focuses on locally oriented product development and clinical research, contributing to the advancement of dermocosmetic solutions for the Eucerin and Aquaphor brands, as well as over-the-counter (OTC) sun protection products under the Coppertone and Eucerin Sun brands. With 54 employees and an area of 32,000 m², the site combines state-of-the-art laboratory infrastructure, development units that comply with good manufacturing practice (GMP), and collaborative workspaces, including a sensory room for consumer panels. The center also stands for comprehensive formulation expertise. In the reporting year, it focused on developing new textures that are particularly light, transparent, and pleasant to use. One example of this is the development of Eucerin Advanced Hydration SPF 50 Sunscreen, which combines five AOX Shield antioxidants with moisturizing ingredients such as hyaluronic acid. The formula protects against UVA/UVB rays and free radicals, is hypoallergenic, and is suitable for daily use on all skin types – even under makeup. Furthermore, in January 2025, we launched the Eucerin Radiant Tone collection in the USA. The five products in this skin care line contain our active ingredient Thiamidol® and have been specially formulated to improve skin radiance and reduce pigmentation spots – more on this in the “Product Highlights” section. To back up the launch, the team ran a twelve-week clinical study in which imaging techniques developed in New Jersey were used to measure changes in skin evenness, radiance, and luminosity. After eight and twelve weeks, the results showed statistically significant improvements across all groups, confirming that the products are safe, well-tolerated, and effective. The product line was presented at the American Academy of Dermatology conference in March. Launching it on the US market is a strategic step toward strengthening our position in the field of dermocosmetics. In addition, the Florham Park site worked closely with our other innovation centers on advancing the use of AI-based tools and biomedical measurement technologies during the reporting year. These approaches support both the ongoing development of our formulations and the validation of scientific claims, thus ensuring that our consumers benefit from cutting-edge research and high-quality skin care. Moreover, this commitment strengthens our innovative capabilities in North America and helps us implement our global R&D and innovation strategy.

Our innovation center in Mumbai, India, covers an area of around 1,600 m² and employs 38 people, making it another important part of our global research network. The site has established itself as a center of excellence for body care products, NIVEA Baby, and melanin-rich skin, and brings together our scientific expertise in developing tailor-made skin care products for various skin types. Over the reporting year, the team worked closely with our teams in Hamburg and the USA, making significant progress in researching the effects of visible light on melanin-rich skin. They identified specific technologies, including ingredients that can reduce the immediate effects of sun exposure and are not currently covered by conventional technologies. These findings lay the foundation for the development of new product solutions that not only support skin color management but also improve the acceptance of sun protection products among melanin-rich consumers worldwide. Parts of the research have already been presented at an international scientific conference in Amsterdam. To complement this, the Indian team conducted more than 50 studies with around 1,800 participants. These studies provided valuable insights for new product ideas and claims – and at the same time helped us incorporate our consumers’ needs into the development process even more effectively. During the reporting year, we also established new testing methods at our site in India, including new procedures for investigating the effects of sunlight and the use of a tropicarium to simulate hot and humid conditions. This was complemented by the establishment of an external sensory panel on site. At the same time, we continued our efforts to digitalize our development processes – among other things, by using AI-supported tools such as the generative AI-based laboratory assistant B.Essence or the Uncountable platform, both of which allow us to develop formulations faster and process data more efficiently. The team successfully integrated regionally sourced recycled plastic into the local shower range, thereby supporting Beiersdorf’s sustainability objectives. Another milestone was the successful certification of our Indian laboratory as a green lab with a score of 92%. In addition, our colleagues have developed several significant product innovations (summarized in the “Product Highlights” section).

Our research and development site in São Paulo, Brazil, contributed significantly to Beiersdorf’s global innovation agenda during the 2025 financial year. As a strategic satellite of our skin research center in Hamburg, the team of 23 focused on developing innovative deodorant and soap products to extend our global skin care portfolio in the personal care segment. A particular focus was, among other things, on the newly launched Derma Control deodorant range by NIVEA and NIVEA MEN. Growing demand for deodorants offering additional skin care benefits also prompted us to further develop existing deodorant formulations during the reporting year. New active ingredient concepts – such as hyaluronic acid and vitamin-based active ingredients – significantly boosted the products’ skin care and protective properties. At the same time, the team in São Paulo worked on developing new active ingredients that improve both the effectiveness and sensory experience of our products. To support our future growth and further strengthen our innovative capabilities, we are making targeted investments in the site’s expansion. In 2026, we will enlarge our laboratory and office space in São Paulo to around 600 m², putting us in a position to meet the growing demand for personal care innovations and sustainably expand our development capacities. Further details on product innovations developed in Brazil in 2025 – including the Derma Control range and an innovative soap line – can be found in the “Product Highlights” section.

Digitalization and Artificial Intelligence

Digital technologies and artificial intelligence (AI) are key drivers of our innovation work. They allow us to continuously optimize processes and rethink skin care, with the goal of developing even more effective and sustainable formulas at an ever-faster pace. But it is not only our formulas that benefit from this progress: Future-oriented technologies also play a decisive role in the development of innovative packaging solutions. Through these efforts, we are continuously expanding our position as one of the industry’s leading innovators. To leverage the potential of digital processes even more effectively, we continuously adapt our R&D technology strategy to the rapidly evolving technological landscape, thereby strengthening our innovative capabilities over the long term – in line with our “Win with Care” strategy.

With our ongoing “Future Lab” program, we are continuously advancing the integration of AI into our formula development. A key goal here is to develop products that are even more sustainable while retaining their high efficacy and quality. In 2025, we evaluated and piloted new development and testing methods and already began implementing some of them. They help us systematically optimize combinations of active ingredients and better understand the effects of individual ingredients. This ensures that our formulas offer exactly the benefits our consumers are looking for, whether in terms of moisturization, anti-aging effects, skin barrier enhancement, or combinations of particularly sustainable active ingredients. In addition, it also strengthens our scientific expertise.

In 2024, as part of our “Future Testing” program at the Hamburg Study Center, we established our AI-driven wrinkle analysis tool wrinkle.ai as a standardized test procedure. The software automatically analyzes all wrinkles in the corner of the eye in three dimensions based on 3.4 million recorded topographical data points. The tool also provides a precise analysis of individual skin characteristics as well as a sound basis for evaluating and optimizing new product formulations. A key advantage is that wrinkle.ai significantly reduces the time it takes to analyze images, thereby making study evaluation more efficient. The underlying internally developed AI algorithm is capable of independently processing comprehensive study data and delivering relevant insights to demonstrate efficacy. Among the projects carried out during the reporting year were studies on Eucerin Epicelline® as well as evidence of the effectiveness of NIVEA CELLULAR Epigenetics Rejuvenating Serum. In addition, we further enhanced our UV camera technology and used it at various touchpoints during the reporting year, including at points of sale in dm stores and at events. This technology is useful for demonstrating the correct application of sun protection products. It also supports the scientific evaluation of hidden skin areas, such as pigment spots that are not yet visible. In collaboration with our Eucerin Medical Management team, we were thus able to validate additional claims about the efficacy of our Thiamidol® products.

A prominent example of digitalization is our global, AI-powered skin research study SKINLY, which we have been continuously expanding since 2019. It has grown into a powerful platform for understanding healthy-looking skin and the factors that contribute to it – thanks to the support of numerous consumers worldwide. At the heart of SKINLY is a state-of-the-art digital imaging system with three light sources, which is used in combination with a specially designed app. Participants use it to record over 80 parameters up to twice a day – from skin age and wrinkle intensity to skin tone, complexion, and blemishes, as well as lifestyle factors, information on skin care routines, and external environmental influences. To evaluate the data, we rely on state-of-the-art generative AI (GenAI) technologies, which accelerate the development of new parameters and provide deeper analytical insights within the SKINLY platform. The data generated by the study gives our teams valuable insights into consumer needs and skin behavior, laying the groundwork for future product innovations. With each new data entry, the SKINLY ecosystem continues to learn: AI-powered machine learning algorithms continuously refine their understanding of skin images and transform raw data into actionable insights for research, development, and marketing. By the end of 2025, more than 22,000 participants aged between 18 and 80+ from over 60 countries had taken part in the study. In total, around one billion data records and over 140 million high-resolution skin images have been stored and analyzed. Alongside the main study, SKINLY was used in two other relevant studies during the 2025 financial year. The first focused on the effectiveness of Eucerin® UreaRepair 10% Lotion in people with xerosis cutis (dry skin). 350 participants documented their skin changes over a period of eight weeks and saw measurable improvements in moisture content, skin texture, and redness under real-life conditions. In a second study – the Eucerin Atopi/SKINLY study – neurodermatitis (atopic dermatitis) patients used Beiersdorf’s proprietary digital SKINLY measuring device to monitor the state of their skin care over longer periods of time directly from their homes. One particularly interesting aspect was that in a sub-study, 150 participants used Eucerin AtopiControl Balm with anti-inflammatory ingredients, with the results showing a marked improvement in itching and tightness, as well as a reduced need for cortisone-based topical treatments. These findings underscore how digital tools such as SKINLY can help us better understand skin care needs for chronic skin conditions, document their progression more accurately, and measure improvements objectively.

Another focal point of our AI work during the 2025 financial year was at the innovation center in Shanghai, where we developed a powerful AI-based platform called HawkEye that systematically collects and analyzes consumer insights from leading Chinese e-commerce channels such as Tmall and JD.com, as well as from social media platforms such as RED. HawkEye helps our R&D and Marketing teams make informed decisions, both when developing new products and tracking their performance once they have been launched. The platform also enables precise analysis of skin images and skin care needs, giving us a better understanding of regional differences and enabling us to develop tailor-made solutions. An international version is currently being developed to strengthen our digital innovation capabilities worldwide.

Product Highlights²

We aspire to create impactful and sustainable skin care innovations that enrich people’s lives. To this end, we are constantly broadening our knowledge of the skin and using this knowledge to develop new products for all our brands – with the aim of taking skin care to a new level. Our distinctly innovation-driven culture ensures that our pipeline is well-stocked year after year. For us, innovation means not only new cosmetic formulations, but also advances in packaging technology, sustainability, and digital applications.

During the 2025 financial year, we demonstrated our ability to bring effective care to every product category and transform everyday routines into holistic skin care as part of our “Win with Care” corporate strategy. The overview below presents a selection of the most important product innovations launched in the reporting year.

• The launch of NIVEA CELLULAR Epigenetics Rejuvenating Serum marked a significant step forward for us in the global mass market for anti-aging skin care in the reporting year. As the first epigenetic serum from NIVEA, it combines three types of hyaluronic acid with the innovative active ingredient Epicelline®, which resets the skin’s age and activates the longevity of skin cells – confirmed by our patented Age Clock Technology®. The product helps consumers counteract external aging factors such as UV radiation and stress and restore youthful skin functions. Its global rollout began in Spain, reaching more than 30 countries by the end of the year.

• With the launch of our new Derma Control product line under the NIVEA and NIVEA MEN brands, we have succeeded in transferring our skin care expertise to the personal care category. The product line was developed at our research and development site in Brazil, with the aim of combining care, effectiveness, and protection at the highest level. The formulas contain pure hyaluronic acid and vitamins B5, C, and E, which strengthen the skin, protect against irritation, and leave the skin feeling healthy. All antiperspirants offer 72 hours of protection against sweat and odor, while also soothing sensitive underarm skin. The shower gels cleanse the skin extra gently and reinforce the skin barrier – for a thoroughly nurturing shower experience. Three tailor-made variants – Defend, Restore & Sensitive as well as Natural Tone – allow us to specifically address different skin needs.

• We entered a new era of sun protection in the reporting year with the relaunch of our largest NIVEA SUN product line, NIVEA SUN Protect & Moisture. The revamped protection and care products were rolled out in over 50 markets and are based on our innovative CITRACELL-PROTECT™ technology, which offers more than just the usual sun protection factor. The new formula not only protects against UVA and UVB rays, it also provides an additional layer of antioxidant protection within the skin. Ingredients such as vitamins C and E reduce oxidative stress and nourish the skin. The non-greasy texture is quickly absorbed, leaves no residue, and significantly improves the application experience – a factor that is crucial for regular use. In addition, hyaluronic acid provides optimal hydration and creates a pleasant skin feel.

• As a complement, we launched further product innovations under the NIVEA SUN brand in 2025, setting new standards in daily sun care. Our goal was to create UV protection that consumers can easily integrate into their skin care routine and that meets the highest standards in terms of sensory properties and skin care. One particular highlight was NIVEA SUN 2in1 Primer Daily UV Serum SPF50+, which combines sun protection and facial care in one product. Its new formula with two types of hyaluronic acid and the antioxidant licochalcone A provides immediate protection against UV rays, smooths the skin, and prepares it ideally for a long-lasting makeup finish – perfect for daily use and a hassle-free skin care routine.

• With the introduction of two new serums, the Expert Filler Vitamin C Radiance Renewing Serum and the 3-Zone Lifting Serum, we expanded our NIVEA CELLULAR Serum range in the reporting year while also establishing the ”safe to layer” concept. The range now includes several highly effective serums that cater specifically to different skin needs and, thanks to the layering principle, can be safely combined according to individual needs, as proven in clinical trials. By applying the products in layers, the active ingredients are able to unfold their full effect, intensifying the skin care benefits. Among other things, the collection includes a vitamin C serum for more radiance, a bakuchiol serum with anti-aging effects, a hyaluronic acid serum for intense moisture, a niacinamide serum to refine the complexion, and an AHA/BHA serum for gentle skin renewal. All of the serums have a light texture that feels pleasant on the skin and can be easily integrated into any skin care routine.

• In March 2025, we continued the success story of Thiamidol® with the global launch of our NIVEA LUMINOUS 630® Skin Glow range. This new range includes two products: Instant Glow Serum (in 30ml and 15ml sizes) and NIVEA’s first Skin Glow Liquid Refiner. Combining Thiamidol®, niacinamide, and aloe vera, our Instant Glow Serum delivers a radiant glow in three dimensions: an even complexion, refined pores, and intense hydration. The Skin Glow Liquid Refiner complements this with a gentle exfoliation formula containing 4% AHA, 1% PHA, and aloe vera – for smoother, more radiant skin. It is applied after cleansing and before the serum. With this range, we are specifically targeting young consumers who want to take their skin care to the next level – for visibly even, fresh-looking skin.

• In the reporting year, we extended our NIVEA Soft range to include the first variant with sun protection factor – a modern, uncomplicated skin care innovation that meets the needs of young consumers in the area of all-purpose creams. The new formula combines the much-loved light and refreshing feel of NIVEA Soft with daily protection against UV rays through SPF 15, helping to prevent sun-related skin problems such as pigmentation spots, dryness, and dullness, thus caring for the skin. The care formula containing jojoba oil and shea butter provides 48 hours of hydration, is quickly absorbed, and leaves the skin feeling pleasantly fresh. The global launch kicked off in India in February 2025 and was expanded to Europe and other markets in March and April.

• One of the highlights of our anti-aging portfolio in 2025 was the launch of Eucerin Hyaluron-Filler +3x Effect Firming Serum in June. The highly concentrated formula with 5% provitamin B5, hyaluronic acid, and glycerin plumps up wrinkles, firms the skin, and strengthens the skin barrier – for visibly improved skin quality and a healthy complexion from the very first application. The serum is fragrance-free, making it ideal for mature, dry, or sensitive skin.

• With the relaunch of the Eucerin DERMOPURE CLINICAL range in 2025, we entered a new era of skin care for acne-prone skin. The products were reformulated, and the relaunch was rounded off with a new design featuring recycled or renewable packaging materials. With a clearer tone and authentic imagery, we are strengthening the range’s positioning as a solution recommended by dermatologists for acne-prone skin. The products are designed to correct skin blemishes and post-acne marks and visibly improve the complexion, with the aim of supporting personal skin well-being. This new positioning appeals in particular to Gen Z and adult women seeking effective and credible care for their skin needs.

• We also introduced a new generation of sun protection in 2025 with Eucerin Hydro Protect Ultra Light Sun Fluid Tinted SPF50+, which combines targeted skin care, sun protection, and the desire for an even, cared-for complexion. The formula featuring AOX SHIELD TECHNOLOGY not only offers very high UVB and UVA protection, but also protects the skin against premature aging caused by high-energy blue light and strengthens the skin’s natural defenses against oxidative stress. The integrated hydro-technology complex instantly moisturizes the skin and leaves it feeling fresh. The product also contains color pigments that create an even, radiant complexion with high coverage. The two available shades were developed in collaboration with professional makeup artists and adjust to individual skin tones.

• In June 2025, we took our commitment to more sustainable skin care a step further with the launch of four new refill capsules for facial care products under the Eucerin brand. Following on from our first step in 2022, when we introduced two refill options, we now offer additional proven formulas in refillable packaging. The new variants – including Hyaluron-Filler +3x Effect Day Care SPF 30, Elasticity Day SPF 30, Elasticity Night, and Hyaluron-Filler + Elasticity Day Rosé SPF30 – allow consumers to reuse the outer jar and simply replace the inner capsule. This reduces plastic use by up to 90% compared to the original packaging – without compromising product quality.

• In January 2025, we launched the Second Skin Protection Plaster under our Hansaplast, Elastoplast, and CURITAS brands, thus expanding our wound care portfolio with an advanced solution. This next-generation plaster is ultra-thin and flexible, offering discreet, comfortable protection – especially for areas of the body that tend to move a lot. Using hydrocolloid technology, the plaster creates a moist wound-healing environment that helps wounds heal faster. The 100% waterproof yet breathable polyurethane carrier provides reliable protection against dirt and bacteria, while the hydrocolloid adhesive keeps the plaster securely in place for at least 72 hours.

• With the relaunch of our 8X4 Core portfolio in Germany in July 2025, we strategically repositioned the brand and adapted it to the needs of young consumers. Besides the new Bloomy Beat fragrance and two exclusive influencer editions, we introduced more sustainable packaging solutions: The spray can is made from 100% recycled aluminum, and the cap is made from at least 96% recycled polypropylene (excluding the spray nozzle). The portfolio is rounded off by Fresh Mind Effect®, which has been proven to lift the mood and promote creative thinking. To increase transparency for consumers, we have added a 2D code to our products, which provides detailed product information via a digital link.

• At the end of the reporting year, we also launched Hidrofugal Forte Extra Dry as a new addition to our Hidrofugal range, extending it with a particularly powerful antiperspirant formula. The new product line, available as both a spray and roll-on, contains clay and activated antiperspirant ingredients that take effect before underarm wetness and body odor develop. This product is designed to give people a reliable feeling of dryness and freshness, even during physically or emotionally challenging situations in everyday life. The formula’s effectiveness has been scientifically proven; both products have antibacterial properties and have been dermatologically tested to ensure skin compatibility.

• In January 2025, we relaunched the top-selling serum in our La Prairie brand’s Skin Caviar line, Skin Caviar Liquid Lift. The reworked anti-aging formula now contains caviar micronutrients that target the skin’s metabolism and provide an enhanced lifting effect – for visible results. When used regularly, the product smooths wrinkles and fine lines, leaving the skin looking firmer and more contoured. We also released a new 30ml size, adding a handy option for daily skin routines. On top of that, the La Prairie Skin Caviar collection got another new addition in May 2025: Skin Caviar Hydro Emulsion. This light fluid moisturizer combines Caviar Hydroessence with our Exclusive Cellular Complex™ for deep and long-lasting hydration. Fine lines and wrinkles appear visibly smoothed, making the skin feel firmer and more supple with daily use. Both new products are aimed at discerning consumers who want to experience the benefits of Skin Caviar technology in new and improved skin care products.

• In addition, we expanded the La Prairie White Caviar line in March 2025 by adding the new White Caviar Light Concentrate. This concentrate combines the patented Lumidose™ active ingredient with our Exclusive Cellular Complex™ in order to refine the skin’s texture and promote its natural radiance. The formula gives skin a smoother feel and, with regular use, supports skin renewal for a more even complexion and a flawless glow. With this launch, we are reaching consumers of all ages who value high-quality facial care and visible skin improvement.

• In January 2025, we unveiled our first “invisible” sun protection line for the face with the Coppertone Every Tone facial care collection. Developed in collaboration with dermatologists, the products offer clinically proven UVA/UVB protection with SPF 60+. Their innovative texture stays transparent on all skin tones, making them particularly versatile. The sun protection is supplemented by effective care formulas that can be integrated into different skin care routines: a moisturizing version with ceramides, an anti-aging formula with bakuchiol, and a nourishing formula with niacinamide that leaves the skin glowing.

• In April 2025, we launched the Chantecaille Blanc Peony collection, a new line of face care products from our prestige brand for natural, luxurious skin care and cosmetic makeup, specifically designed to minimize the appearance of dark spots and uneven skin tone. The formulas are based on a powerful multi-brightening complex that combines Thiamidol®, white peony, and botanical peptides. When used as a complete skin care routine, they help achieve visibly radiant and even-toned skin. The products are free of microplastics and cyclic silicones, and are suitable for all skin types.

• In addition, we added a new gentle cleansing solution to the Chantecaille range in May 2025: Rose Makeup Remover. The mild formula with plant-based ingredients removes makeup effectively without leaving any residue or irritating the skin. Calendula and rose petal waters add extra care and refresh the skin.

• In August 2025, we added two innovative products to our Chantecaille lipstick range: Chantecaille Lip Crème and Chantecaille Precision Lip Brush. Lip Crème delivers intense color with a glossy, creamy finish and comes in the brand’s first 100% recyclable aluminum tube. We developed the tube to support the Elephant Family initiative and its commitment to protecting Asian elephants. The formula contains recycled grape marc extract and visibly nourishes the lips. The matching Precision Lip Brush is a vegan, retractable lip brush that enables precise application and helps consumers use every last bit of the product.

As part of our regional innovation work, we also succeeded in launching various locally relevant product developments on the market during the reporting year:

• In Asia, for example, we added two new formats to our successful NIVEA LUMINOUS 630 portfolio^®: the Multi-Brightening Refining Toner and the Rebalancing Emulsion. Bolstered by the success of existing serum products in China, we introduced these lighter textures to cater to regional skin care habits. Both products contain the patented active ingredient Thiamidol® and help with overall skin tone management – from reducing dark spots to improving skin radiance. The products were developed at our innovation center in Shanghai, China, which specializes in the needs of Asian skin care routines. This expansion has enabled us to evolve our portfolio in line with local needs while strengthening our global skin care expertise.

• With the global relaunch of Eucerin Spotless Brightening Pro Aesthetic Crystal Booster Serum, we introduced a new generation of pigment care products in 2025. Clinical trials with over 400 participants accompanied the launch in China. The new formula targets different phases of pigment formation and has been shown to significantly improve skin brightness and reduce dark spots. These results were first presented at the EADV (European Academy of Dermatology and Venereology) Congress, one of Europe’s leading scientific events in the field of dermatology and venereology, marking a milestone for our local research and development with international relevance.

• In the first quarter of 2025, we introduced our revamped NIVEA MEN Oil Control line in Northeast Asia. Containing Arctic glacier clay for improved skin cleansing, the new formula offers twelve hours of protection against oily skin. Alongside the improved formula, we also introduced new, cost-efficient, and eco-friendly cleanser formats such as soap paste and soap gel. These were developed by our innovation center in Shanghai, China, and offer a high lather and sustainable packaging. Rollout to other emerging markets is planned for 2026.

• In January 2025, we further expanded our expertise in dermocosmetic skin care with the launch of the Eucerin Radiant Tone collection in the USA. The five-piece product line – consisting of a cleansing gel, dual serum, day cream with SPF 30, night cream, and eye cream – is formulated with Thiamidol® and designed to visibly reduce dark spots and improve the skin’s radiance. To back up the launch, we ran a twelve-week clinical study using cutting-edge imaging technology, which confirmed the safety, tolerability, and effectiveness of the products and showed significant improvements as early as week 8. The collection was presented at the American Academy of Dermatology (AAD) conference in March.

• The development of Eucerin Advanced Hydration SPF 50 Sunscreen marked the launch of another innovation on the US market. Its formula combines five AOX Shield antioxidants with moisturizing hyaluronic acid, offering reliable protection against UVA/UVB rays and free radicals. Thanks to its ultra-light finish, the product is ideally suited for daily use – for all skin types and even under makeup. It was developed at our innovation center in New Jersey, USA.

• January 2025 saw the launch of the new NIVEA LUMINOUS EVEN GLOW series in India – a facial care line developed specifically for the local market. Based on our patented active ingredient Thiamidol®, the products were selected from the global LUMINOUS range and tested and validated locally. This launch specifically targeted consumers who suffer from pigmentation spots and uneven skin tone, and who want visibly brighter, more even skin. To cater to the needs of the Indian market, we added light textures and cost-effective packaging to the product line. These adaptations give us a competitive edge in the highly fragmented facial care market. We also introduced trial sizes to make it easier to test the product and make the routine accessible to new users. Furthermore, India was the first market worldwide where we launched a complementary NIVEA LUMINOUS Face Wash, which rounds off the skin care routine. We are also strengthening our position in the segment of brightening facial care, offering a holistic solution for an even complexion. The launch underscores our strategy of implementing global innovations in a way that suits local needs.

• During the 2025 financial year, our research and development site in India also further developed the NIVEA Body SUPER 10 Vitamins Serum as part of a targeted growth strategy for the ASEAN region. The new formula with niacinamide and vitamin C reduces dark spots and gives the skin a visibly more radiant appearance in just five days. Combined with the pro-youth complex, it leaves the skin feeling youthful, firmer, and plumper. The innovation specifically targets consumers in Southeast Asia.

• Also at our site in India, we developed a new formula for our NIVEA Body Creme in the jar during the reporting year, proven to provide 72 hours of intense moisture. New claims make the product more relevant to the local markets and increase its competitiveness.

• In the 2025 reporting year, we repositioned what was previously the Protect & Care range as the NIVEA MEN HydroCare range – a development spearheaded by the Indian R&D team. The new products offer improved care benefits and come in packaging with a high proportion of recycled material. Thanks to the reworked formula, we were able to specifically address the needs of sensitive male skin. The products were designed with markets in Asia and Latin America in mind.

• During 2025, we also developed a new NIVEA soap line in our development lab in Brazil and launched it on the market. These soap bars combine modern care and effective cleansing, with each formula designed to provide a pleasant skin feel and an appealing fragrance. The product line has been specifically tailored to the needs of our consumers in the region and is an attractive addition to our body care portfolio. It is also a testament to our commitment to sustainability: The soaps are made from plant-based ingredients, saving 11.67 kt CO₂e. This innovation is further evidence of our ability to translate local insights into successful product solutions.