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Developments at Nivea, Eucerin and Aquaphor propel sales.
March 2, 2026
By: Lianna Albrizio
Associate Editor
Group sales reached an exchange rate of $11.59 billion for Happi International Top 30 Company Beiersdorf in fiscal year 2025.
Organic growth was 2.4% and profitability continued to improve, with EBIT excluding special factors rising to $1.64 billion.
“2025 was a demanding year for the skin care industry, marked by slowing growth and continued market volatility. Beiersdorf delivered solid results and once again clearly outperformed the global skin care market,” said Beiersdorf CEO Vincent Warnery. “Our Derma business continued its strong momentum, driven by breakthrough innovations and targeted expansion into white spaces. Growth at Nivea slowed in a challenging mass-market environment. This is why we have initiated a focused rebalancing of the Nivea portfolio to restore momentum over time. With strong brands, deep skin care expertise and a clear strategic focus, Beiersdorf remains well positioned, even as market conditions remain volatile in 2026.
Sales in the Consumer Business Segment grew organically by 2.5% and reached nominal sales of $9.60 billion. All regions contributed to the organic growth, with Europe growing by 0.9%, Americas by 3.1%, and Africa/Asia/Australia by 4.5%. EBIT excluding special factors amounted to $1.29 billion, while the EBIT margin excluding special factors was 13.6% as opposed to 13.4% the previous year.
Beiersdorf’s skin care business grew organically by 3.7% in 2025 and continued to perform ahead of the market, officials said. Beiersdorf remained the fastest growing skin care company globally, underlining the resilience of its science-based skin expertise and strong brand portfolio.
Nivea delivered organic sales growth of 0.9% in 2025, reaching nominal sales of $6.43 billion. Performance reflected the marked slowdown in the global skin care market as well as a repositioning of the business in China. The innovation pipeline at Nivea was concentrated in the later part of the year, with several major launches reaching the market only in the second half of 2025. As a result, the overall contribution of innovation to full year performance remained limited.
Officials said breakthrough launches represented an important step in strengthening the brand’s Face Care proposition. Among them, the Nivea Cellular Epigenetics Rejuvenating Serum marked the most significant product introduction in this category in Nivea’s history, said the brand. At the same time, the comprehensive restructuring of the Nivea business in China temporarily affected performance during the year. Following the completion of this realignment at the end of the third quarter, Nivea returned to double-digit growth in China in the fourth quarter.
The Derma business with Eucerin and Aquaphor delivered strong organic sales growth of 11.7% in 2025, reaching nominal sales of $1.75 billion. This marked the fifth consecutive year of double-digit growth and market share gains. All regions contributed positively, with emerging markets serving as key growth drivers for Derma in 2025. Officials said success was driven primarily by strong innovations, such as the Epigenetics Serum. Another growth factor was the ongoing expansion of the Thiamidol product line, both regionally – with the introduction of Radiant Tone in the USA and of Thiamidol in China – and in terms of categories, through the strong growth figures of the innovative Anti-Pigment body lotions.
La Prairie continued to face a volatile environment in the luxury skin care segment. Organic sales decreased by 4.5%, reaching nominal sales of $558 million. The repositioning measures and an improved market environment in China contributed to sequential improvement throughout the year, closing the fourth quarter with 3.8% organic net sales growth. Positive momentum also came from new product launches, and from continued strength in e-commerce.
Beiersdorf expects net sales in the Consumer Business Segment to be flat to slightly growing on an organic basis in 2026 as the global skin care market is expected to remain challenging, with continued volatility and cautious consumer demand.
Beiersdorf expects group net sales to be flat to slightly growing on an organic basis in 2026.
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