The German skincare group is building on its partnership with aluminium specialist Novelis to raise the recycled aluminium content of its iconic Nivea Creme tin to 95%.
This new achievement builds on an initial milestone reached in 2024, when the partners introduced a tin containing 80% recycled aluminium. Through joint research and development, the two companies have since further optimized alloy composition and manufacturing processes to increase recycled content while preserving the packaging’s durability, quality and distinctive appearance.
Aluminium is particularly suited to circular packaging systems as it can be recycled repeatedly while retaining most of its initial properties. Recycling the material requires only 5% of the energy needed to produce primary aluminium and can reduce carbon emissions by up to 95%.
The recycled aluminium for the Nivea Creme tin is sourced from Novelis’ European recycling network, including its Nachterstedt facility in Germany, which has an annual recycling capacity of 400,000 tonnes.
“This uplift further reduces our carbon footprint while the trusted quality and iconic design of our blue tin remain identical for our consumers,” says Philip Helm, Packaging Development Manager at Beiersdorf.
The 95%-recycled aluminium Nivea Creme tin has been available in Germany since early 2026. Its rollout across Europe and other markets is planned from 2027.
