Nivea has launched “Proud In Your Skin,” a new campaign partnership with LGBTQ+ organization PFLAG National. The Beiersdorf-owned brand says this multifaceted initiative goes beyond skin care and is a “dedicated platform celebrating diversity, advocating for equity and inclusion and fostering meaningful connections through the power of care.”

As part of the effort, the Beiersdorf brand is rolling out a new limited-edition Pride Nivea Creme tin. The new packaging symbolizes a dedication to inclusivity and representing Nivea’s commitment to creating a world where everyone feels safe and proud in their skin, according to the Nivea. It will be sold on Amazon and at select Walgreens nationwide.

The caampaign also includes social content featuring personal narratives from LGBTQ+ individuals and allies, with the goal of highlighting diverse stories and fostering community; influencer partnerships to amplify the campaign’s message of inclusivity and the importance of social connectivity, centering LGBTQ+ people and reaching their families and allies; active engagement with the #NIVEASquad community to promote empowerment and support for LGBTQ+ individuals and their loved ones; and social call-to-action inviting everyone to join the conversation by learning about and sharing their stories using #ProudInYourSkin, with the goal of supporting an upswell in pride.

“At Nivea, our dedication to helping others through the power of care is at the core of everything we do—and that extends beyond skincare,” said Tracy Feehan, US vice president Nivea and media communications. “Through our partnership with PFLAG National, we understand the importance of collective action in driving impactful change. Together, through ‘Proud In Your Skin,’ we aim to build meaningful connections and reinforce that people are not alone so they can feel safe and proud in their skin.”

By amplifying voices and sharing personal narratives, “Proud In Your Skin” hopes to spark conversations, foster understanding, and promote a sense of unity and belonging. The skincare brand is encouraging everyone to participate by sharing their own stories, highlighting that sharing experiences is a powerful way to show others they are not alone.

“We are thrilled to collaborate with Nivea on the ‘Proud In Your Skin’ campaign,” noted Brian K. Bond, CEO of PFLAG National. “‘Proud In Your Skin’ is one of the ways we’re showing that love takes pride. Through this partnership, we aim to amplify voices and empower LGBTQ+ people and their loved ones to find community as they embrace their path towards authenticity, fostering positive social connections along the way.”

 At Walgreens, consumers can learn more about the partnership by clicking the QR code on the product displays.