Beiersdorf is #6 on our Top Global Beauty Companies 2024 Report.
 
Below is a look at the company's 2023 highlights, recent acquisitions, best-selling brands, and latest innovations.

#6 Beiersdorf
Hamburg, Germany
www.beiersdorf.com

Corporate Sales:

$10.3 billion

Beauty Sales (Consumer Business):

$8.6 Billion

Key Personnel:

• Vincent Warnery, CEO

Executive Board Members:

• Oswald Barckhahn, Europe, USA, Canada
• Grita Loebsack, Nivea
• Ramon A. Mirt, Emerging Markets
• Patrick Rasquinet, Luxury

Major Products/Brands:

• Nivea, Eucerin
• La Prairie
• Labello
• Florena
• 8x4
• Atrix
• Aquaphor
• Hidrofugal
• Gammon
• SlekMaestro
• Coppertone
• Chantecaille

New Products:

• Nivea Skin Firming Melanin Beauty & Hydration Lotion
• Nivea Q10 Dual Action Serum
• Eucerin Immersive Collection
• Eucerin Hydro Protect Ultra-Light Fluid
• La Prairie revamped Skin Caviar Luxe Cream

Comments:

In 2023, Beiersdorf saw a 10.8% organic increase in overall group sales, for a total of $10.3 billion. The Consumer Business Segment recorded a double-digit rise in organic sales of 12.5%, to reach $8.6 billion. Nivea, alone, had more than $5 billion in sales. And Aquaphor had its best year ever. Not all good news though, sales of Chantecaille makeup fell over 18%.

When broken down by region, Europe’s organic sales increased by 8% with nominal sales of 4,592 million euro. In the Americas, nominal sales grew 16.8% to $2,742 million and nominal sales in Africa, Asia, and Australia rose 1% to $3,093 million.

All regions contributed to the growth in the Consumer Business Segment in 2023. Nivea saw very strong development in Mexico, Chile, and India; and Beiersdorf’s Derma business unit’s Eucerin and Aquaphor brands drove growth in the United States, Mexico, and Germany.

Nivea and Labello brands grew organically by 16.2% globally in 2023. Nominal sales increased from 5,223 million euro to 5,853 million euro. Nivea saw growth in both volume and price and a strong growth was recorded across all regions, driven by the introduction of new products as well as the strong performance of the basic range. The main growth drivers were Nivea Deo, Nivea Sun, Nivea Body Care, Nivea Face, and Lip.

In the Nivea Deo category, existing core product lines such as Black & White and Fresh as well as Pearl & Beauty were among the key growth drivers. The Nivea Sun category recorded significant growth across all regions, particularly driven by the Body and Face segments. The Nivea Body business grew primarily because of a positive performance by the basic range. Nivea Face posted double-digit growth, from the continuing success of Nivea
Cellular Luminous630 and Nivea Q10 product lines. The deprioritized hair care and baby categories saw their sales decline.

The Derma business unit again achieved strong organic sales growth of 24.0%. Nominal sales rose to 1,381 million euro. The sales growth was spread across all categories and regions. The U.S. remained a key market with the two brands Aquaphor and Eucerin.

Products that mainly drove growth in the Derma business unit included Eucerin Sun, which had an extremely successful launch for the Hydro Protect Ultra-Light Fluid, and Eucerin Face, driven by further expansion of the Thiamidol range in the anti-pigment segment. The Aquaphor brand also contributed to strong global growth, especially in the U.S. The e-commerce sales channel remained an important business driver.

In selective cosmetics, the La Prairie brand’s organic sales were down by 15.4%. This was primarily because of challenges in the travel retail business in Korea and Hainan, which were caused by a strong decline in business and the reduction in inventories.

The introduction of La Prairie’s Skin Caviar Harmony L’Extrait innovation in China and the relaunch of Skin Caviar Luxe Cream and White Caviar Pearl Infusion helped to mitigate the decline in sales. Strong performance in Hong Kong and Japan, helped with growth. This was mostly from the return of tourists and a dynamic local client base. Additionally, the travel retail market outside China and Korea recovered strongly.

The Consumer Business Segment had a strong fiscal year in 2023, due to continued strategic investments. Beiersdorf heavily invested in digitalization, which led to exceptional growth in e-commerce sales. The increase in sales here played a significant role in overall growth, particularly in emerging markets.

In sustainability, Beiersdorf was able to launch innovative solutions on both the formula and packaging levels, which significantly advanced its sustainability strategy.


In 2023, Beiersdorf introduced Nivea Sun and Nivea Lip Care with a reduced CO2 footprint as well as launched a refill jar for Eucerin’s Hyaluron-Filler range. With this, Beiersdorf made strides toward its “Climate Care” Sustainability mission. By 2025, the company aims to achieve a 30% absolute reduction of CO2 emissions across the entire value chain (scope 1, 2, and 3).

The Nivea Sun Protect & Moisture range includes 50% recycled materials in its bottles, triggers, and caps. This contributes to Beiersdorf’s plastic pledge that aims to halve the use of fossil-based virgin plastic by 2025. In addition to packaging changes, the Nivea Sun range’s formula has been improved to eliminate UV filters Octinoxate and Oxybenzone.

Nivea’s Lip Care range replaced the plastic for paper cardboard throughout the entire range. Rather than using the plastic blister, Lip Care products are packaged in a plastic-free folding box made from recycled and FSC paper. Also, the new stick is made from mono-material, polypropylene (PP), and is fully recyclable. The formula for Nivea’s Lip Care range has been reworked so that 99% of its ingredients are of natural origin (except SPF).

Eucerin’s Hyaluron Filler Day and Night Cream refill jar uses 8g instead of 89g of plastic, which saves about 90% of plastic when consumers keep the outer jar & lid and purchase the inner jar as a refill. This can deliver an annual saving of about 24t of plastic. Also, the folding box of the product is made of about 92% recycled paper.

Looking Ahead:

Beiersdorf has invested in “forward-looking” technologies such as a new campus that boasts low-emission and resource-conserving building materials, and green power systems. The company also invested in “forward-looking” digital technologies including artificial intelligence to drive faster and more efficient development of innovations.

Throughout 2024 and 2025, Nivea will begin rolling out product and packaging updates with a focus on climate-conscious manufacturing. Beiersdorf aims to bridge a crucial gap in circular PET usage while maintaining the same quality standards. New formulas and packaging started within Nivea lip, shower, and cream/lotion categories. The most notable packaging update includes a new tin for the iconic Nivea Creme. The signature blue tin is now made with 80% recycled aluminum. Nivea ‘s goal is to use 1.4 tons of recycled aluminum this year.

Nivea Lip has redesigned its packaging to use recycled cardboard and newly developed formulas include up to 98% naturally derived ingredients. Nivea Body Wash has been redesigned with 91% naturally derived ingredients and is microplastic particle-free. The packaging is recyclable and made with 47% recycled material, with 25% less plastic. In the cream/lotion category, Nivea has reformulated its Soft Moisturizing Cream to be vegan with 95% Naturally Derived ingredients.