Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Industry buzz

Beiersdorf to withdraw from make-up market in Germany

Hamburg headquartered cosmetics maker Beiersdorf AG will withdraw from decorative cosmetics in Germany, but will let its local affiliates decide independently about the future of their make-up business. The decision is a consequence of a set of new measures and investments to further improve the company’s competitiveness.

Actually, Beiersdorf’s Supervisory Board yesterday announced a new strategic plan focusing on skincare. The plan features substantial investments in the company’s skin and body care brands, the global streamlining and harmonization of the product portfolio, and the realignment of regional structures. In this context, make-up is no longer a strategic axis for the company.

Beiersdorf markets make-up products under its Nivea brand. However, the company’s core business remains skin care with internationally successful brands such as Nivea, Eucerin, La Prairie and Labello. According to Euromonitor, Nivea is even the largest skin care brand in the world.

According to the company, the sales affected by the streamlining of the product portfolio will be offset in the medium term by the launch of product innovations

As most other cosmetics giants, Beiersdorf also intends to intensify its business in global growth markets.


© 2010 - Premium Beauty News -
latest news

A new trade show dedicated to clean beauty in London

Dubbed Clean Beauty in London the new trade show intends to gather experts, scientists, suppliers, brands, influencers and journalists under one roof “to build the future of clean beauty.” Taking place on October 12 & 13, 2020 at The Brewery, located at 52 Chiswell Street at the heart of London, the event aims to encourage (...)

read more
job opportunities
Experts’ views
India emerges as the next beauty giant

Asia Cosme Lab
India emerges as the next beauty giant

Thanks to a growing young population (first youth population in the world) and the emergence of a vast middle class, as well as a higher Internet connection from both urban and rural areas, India is set to emerge as the next beauty giant after China. Asia Cosme Lab took a deep dive in the fascinating Indian market, where both (...)

read more


We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies