Discover our Win with Care Stories!

Brands & Markets

Epigenetics – the First NIVEA Skin Rejuvenation Serum

Beiersdorf successfully introduced the active ingredient Epicelline® to the Eucerin brand in 2024. The revolutionary epigenetic active was integrated into a NIVEA product – the NIVEA CELLULAR Epigenetics Rejuvenating Serum – for the first time in 2025. The product is aimed at a broad audience and is now available in around 30 countries.

Epicelline® reverses skin age and activates skin longevity. Combined with three types of hyaluronic acid, it produces a highly effective skin care product, specially developed for those above the age of 25 and enabling them to reverse their skin age in two weeks. It visibly reverses ten signs of skin aging – for an overall rejuvenated complexion.

The active ingredient is the result of over 15 years of research and screening of some 50,000 substances. Epicelline® is based on epigenetic findings and reactivates cellular processes that are key for a youthful appearance.

Sustainability

EcoBeautyScore – Transparency for Consumers

Beiersdorf is one of the first cosmetics companies to communicate the EcoBeautyScore, starting in 2025 for its NIVEA and Eucerin Face Care products. To develop the score, the company collaborated with around 70 other companies in the cosmetics and personal care industry. Using a scale from A to E, consumers can easily assess and compare the environmental impact of products throughout their entire life cycle.

EcoBeautyScore for NIVEA Face Care products are already provided in the product detail sections of the website in more than 20 European markets, with more countries scheduled to follow. The scores for Eucerin products were initially communicated on the global website, then gradually transferred to the local sites. Beiersdorf has consistently optimized its formulations and packaging in recent years. This move has paid off – 99% of the NIVEA Face Care products assessed and 100% of Eucerin Face Care products achieved top scores of A or B.

Innovation

AI at tesa – Empowerment Generates Value

From product development, through manufacturing, down to sales, artificial intelligence is already successfully established in many business areas at tesa. Building on the solid technical and cultural foundation created in recent years, tesa is now focusing on value creation: AI applications are systematically scaled from pilot projects to company-relevant solutions to generate measurable added value.

In this process, tesa follows a holistic approach across all areas of the company, with the goal of not only integrating AI technologies, but also enabling all employees to actively use them for tangible business results. The “AI Enablement Program” is a core element of this strategy, providing all employees with access to AI tools, and helping them to recognize specific areas of application and put them into practice.

This strategy is having an impact. AI-based analyses and simulations have significantly accelerated innovation cycles in product development, automated quality control ensures consistently high standards in production, and intelligent systems enable faster and more accurate advice to be provided in customer service. The technological basis for all of this is a high-performance AI infrastructure that is subject to ongoing enhancement internally and in collaboration with strategic technology partners.

Brands & Markets

Growth – Market Entries in India and Japan

In 2025, Beiersdorf set the course for further growth and implemented key elements of its “Win with Care” strategy. This includes, in particular, driving innovation across all global markets and expanding into new markets (“white spaces”), segments and channels in a targeted manner. Among the most significant milestones were the market entries of several brands in India and Japan.

In the summer of 2025, Chantecaille and La Prairie celebrated their market launch in India. The two brands are available via leading beauty platforms and selective distribution partners, and meet the growing demand for effective, luxurious skin care and make up that fulfill the highest requirements in terms of quality and experience.

Beiersdorf launched its dermatological brand, Eucerin, in Japan in December, thereby positioning itself in one of the most sophisticated skin care markets in the world. The launch was kicked off with the premium Eucerin HARI FILLER anti-aging care series, which was specifically developed to meet the unique needs of Japanese consumers.

Innovation

Microbiome – Pioneering Work for the Skin’s Ecosystem

Our skin is not only the largest organ in the body – it is also home to billions of microorganisms. These form what is known as the skin microbiome. Evidence of an imbalance in this invisible and sensitive protective layer can often be seen in the complexion, in the form of blemishes or irritation.

Interdisciplinary teams at Beiersdorf have been researching this complex “skin ecosystem” for decades, and have developed internationally recognized skills – with more than 70 patents granted. This forms the basis of the Microbiome Design Platform, which combines data, research findings, and formulation expertise to develop skin care products for a range of needs that balance the microbiome in a targeted way.

Our Ski[N]ative probiotics technology plays a key role, using probiotics that are naturally part of the skin microbiome and support it effectively. This innovative approach provides product solutions that are tailored to the skin’s natural biology and help it to self-regulate – for a healthy-looking complexion.

Sustainability

NIVEA CONNECT – Combating Loneliness Together

NIVEA launched NIVEA CONNECT in September 2024 – a global social mission to address the worldwide problem of loneliness. The aim of the initiative is to make loneliness and social isolation visible, to support those affected, and to remove the stigma surrounding the issue.

This was followed in 2025 by the first NIVEA CONNECT COMPASS, a global survey with more than 30,000 participants in 13 countries. It yielded alarming results: one in five respondents worldwide feel lonely often, and more than half experience loneliness at least sometimes. Young people between the ages of 16 and 24 are particularly affected. The survey also revealed that stigmatization prevents many sufferers from seeking help. Over half of those identifying as lonely find it hard to ask for support.

This is precisely where NIVEA CONNECT comes into play. A range of projects have been developed with local non-profit organizations in more than 30 countries in less than a year, with the aim of providing information, strengthening relationships, and destigmatizing loneliness. The social mission is supported by an international campaign, along with a dedicated educational initiative to raise awareness of the issue among different age and professional groups, and highlight sources of practical assistance.

Brands & Markets

Second Skin Protection – the Next Generation Plaster

For more than 100 years, Beiersdorf has been synonymous with innovation in wound care – from the introduction of the first plaster with a wound pad to numerous further developments. In 2025, this tradition was continued with a particularly groundbreaking innovation: the “Second Skin Protection” plaster. Launched under the Hansaplast, Elastoplast and CURITAS brands, it expands the portfolio with an advanced solution for everyday use.

The plaster is ultra-thin, flexible and offers discreet, comfortable protection – even on highly mobile parts of the body. Thanks to hydrocolloid technology, it creates a moist wound healing environment that accelerates healing and reduces the risk of scarring. The hydrocolloid layer absorbs wound fluid and forms a “healing capsule”, while the 100% waterproof, breathable polyurethane backing provides reliable protection against dirt and bacteria. Extra strong adhesion ensures that the plaster stays in place for up to 72 hours.

This innovation brings modern wound care, as used in hospitals, directly into the hands of consumers. The launch was accompanied by TV commercials, social media formats such as “Ask an Expert” and information material at the point of sale – in cooperation with experts and medfluencers.

Brands & Markets

Thiamidol® – Market Entry in China

Thiamidol®, Beiersdorf’s patented active ingredient to combat hyperpigmentation and dark spots, continued its success story in 2025: the company reached an important milestone with its market launch in the strategic growth markets of the USA, India and, in particular, China.

In China, one of the most dynamic skin care markets worldwide, Beiersdorf initially launched Eucerin Spotless Brightening Serum and Eucerin Boosting Essence in the second quarter. This was followed in September by the launch of the NIVEA LUMINOUS 630 series. All of these innovations contain Thiamidol®.

To raise awareness of the active ingredient among Chinese consumers, the local launches were accompanied by a comprehensive activation campaign – including an eye-catching pop-up store in the heart of Shanghai.

This was an important step, as Thiamidol® recently received special scientific recognition with the publication of a global expert consensus on the management of hyperpigmentation – developed by ten leading dermatologists worldwide: Thiamidol® is the only dermocosmetic active ingredient that all experts recommend as the preferred solution.

Innovation

Innovation Center – Shaping the Future Together

A place for visionary ideas and interdisciplinary cooperation – that is the objective of the new Innovation Center at the Beiersdorf Campus in Hamburg. The foundation stone for the ca. 14,000 square meter building was laid in June 2025, with completion scheduled for 2028.

The Innovation Center will set new standards in the development of products and technologies and thereby round out Beiersdorf’s international innovation ecosystem. Close interplay between Research & Development, Production, Marketing, and Sales will bring new ideas to market faster and more efficiently, and better harness synergies along the entire innovation chain.

The building and technical facilities will promote agile working and create the ideal conditions for internal and external collaboration. This is where science and development, start-ups and industry, universities and laboratories will meet in the future. Together, the teams shape consumer-centric solutions that combine environmental responsibility with the highest standards of quality – for the future of skin care.

Innovation

tesa – Innovation for Industries

In a world of rapid technological development, it is no longer enough to conceive innovative ideas in-house only. That is why Open Innovation is a key success factor for tesa. As a solution provider for a range of industries, the company relies on dialogue with customers, start-ups, suppliers, and research institutions. This enables early recognition of technological trends, targeted refinement of internal expertise, and faster time to market for practical solutions.

A core result of this innovation process is the transformation of traditional adhesive tapes into multi-functional high-tech solutions that integrate addition functions into components beyond bonding, or simplify assembly processes.

tesa systematically expanded this approach in 2025. One of the focus areas is functional adhesive tapes with electrical conductivity, thermal properties, sensory functions, or “Debonding on Demand” technologies. The latter can be removed when necessary, thereby making repairs, recycling, and reuse of industrially manufactured products much easier.

A key factor in the development of these debondable solutions is the new “Debonding on Demand” laboratory in Singapore, where tesa is developing new polymer designs and high-tech adhesive solutions in collaboration with industry partners – primarily for the electronics and automobile sectors.

tesa’s strategic approach combines technological expertise, networking with partners, and practical application to transpose innovative material solutions into the sustainable products for tomorrow.

Sustainability

Parity and Inclusion – Diversity as a Driver of Success

Beiersdorf aims to create a work environment that reflects the diversity of its consumers and enables every of its talents to contribute their unique skills and experience to our success. To achieve this, the company actively and strategically strengthens the representation of diverse communities within its workforce and builds an inclusive culture.

Gender parity, for example, is a lived reality at Beiersdorf. Since 2023, leadership positions worldwide have been balanced between women and men. Women make up 58% of the Supervisory Board and 50% of the Executive Board. For its pioneering work in gender equality, the Group received the Women-on-Board Award and – for the third time – the “Green envelope” recognition from the AllBright Foundation in 2025.

The inclusion of people with disabilities is another core focus area. Today, 43 teams across Beiersdorf collaborate with various external partner organizations to promote inclusion and accessibility at offices and production sites around the world. In addition, Beiersdorf trains managers, adapts workplaces, and provides learning opportunities for employees.

Disability inclusion is also supported through “Ability”, an employee community for colleagues with disabilities and allies. Active at the Hamburg headquarters since 2024 and expanding internationally, Ability strengthens internal dialogue and raises awareness around disability inclusion across the organization.

Brands & Markets

100 Years of the Blue NIVEA Tin – the Skin Care Icon

It is one of the most recognized symbols of trust and quality in skin care – the blue NIVEA tin with white lettering. It connects generations and represents brand identity and stability.

The iconic packaging, which has taken this design since 1925, is still produced in Hamburg. Some 153 million tins in 25 language versions were dispatched around the world in 2024 – and more than four NIVEA tins were purchased every second.

In order to combine the iconic design with environmental responsibility, Beiersdorf continually invests in sustainable packaging solutions and environmentally friendly production processes. The blue tin has comprised at least 80% recycled aluminum since 2024. This move has significantly reduced the carbon footprint and conserves valuable resources.