According to its own figures, the Beiersdorf Group closed the past year with moderate growth – particularly due to strong increases in the skin care sector. Thanks to organic growth of 2.4 per cent, consolidated sales reached around 9.9 billion euros. According to the company, Beiersdorf continues to outperform the global skin care market, which had recently slowed significantly. This makes it the fastest-growing skin care company worldwide, the company emphasised. At the same time, the operating margin increased slightly to 14 per cent thanks to strict cost discipline and higher efficiency.

Derma division sees double-digit growth

The main growth drivers in terms of sales were skin care products from the Eucerin and Aquaphor brands, with sales of €1.5 billion. The derma segment grew again by 11.7 per cent in 2025. "Our derma business continued its strong growth momentum, driven by scientifically based innovations and the targeted expansion of new growth areas," said CEO Vincent Warnery. In contrast, the core Nivea brand achieved only modest growth of 0.9 per cent. The company explained that this development reflects the slowdown in the global skin care market. However, the group's classic brand still accounts for more than half of total sales, at €5.5 billion. The Swiss luxury brand La Prairie, on the other hand, recorded a decline of 4.5 per cent. However, thanks to repositioning in the premium segment and an improved market situation in China, La Prairie ended the fourth quarter with growth again.

Realignment at Nivea

In view of the slowdown in Nivea's market development, Beiersdorf began realigning its strategy last year. In future, investments are to be distributed more evenly across facial care, body care and deodorants in order to strengthen the market position. "We have initiated a targeted realignment of the Nivea portfolio in order to regain momentum," said Warnery. Innovations include Nivea Cellular Epigenetics "Rejuvenating Serum". However, innovations were concentrated in the second half of the year, meaning that several new products were only launched late in the year. Further innovations and marketing investments are to continue this year and next. Nevertheless, the group expects only slight growth for 2026.

Source: Beiersdorf