The Beiersdorf Group is now launching its classic Nivea cream as a "Natural Touch" cream. The Hamburg-based company emphasises that this is the first additional variant of the iconic cream in the blue tin. The new formula is vegan and consists of 99 per cent ingredients of natural origin, which retain more than 50 per cent of their natural state after processing, including sunflower, rapeseed and shea oil. According to Beiersdorf, "Natural Touch" is a response to the growing demand for conscious and sustainable skin care, while retaining the caring feel of the original. The official launch is scheduled for January in Germany. The classic original cream will continue to be available as usual and remain a central part of the portfolio.

Six years of research

The development of the new cream variant is based on six years of research, the creation of 2,100 prototypes and tests with more than 10,000 test subjects, according to Beiersdorf. "The biggest challenge was to preserve the familiar sensory experience while achieving our sustainability goals," reports Lúcia Zanforlin Trede, laboratory manager for Nivea cream. The new formula is 99.9 per cent biodegradable, and the tin is made from 95 per cent recycled aluminium.

Four tins per second worldwide

"Our goal was to create a more sustainable version of our Nivea cream that combines responsible care and proven quality while maintaining the emotional connection to the product," says Christian Haensch, Managing Director of Beiersdorf Germany/Switzerland. "Natural Touch" underscores the company's commitment to its Climate Care Strategy. According to its own figures, the consumer goods group sold four tins of the cult cream per second worldwide in 2024 – that's a good 126 million blue tins per year.

Source: Beiersdorf