Beiersdorf is introducing in Germany a new version of its iconic Nivea Creme. Made with 99% natural-origin ingredients [1], the new vegan [2] formulation aims to address growing consumer demand for responsible skin care.
“Our goal was to create a more sustainable version of our iconic Nivea Creme that combines responsible care and proven quality while honoring the emotional connection that our consumers have with this product,” said Christian Haensch, Beiersdorf’s General Manager for Germany and Switzerland.
Formulation and technical challenges
Dubbed Nivea Creme Natural Touch, the new formulation required six years of research, 2,100 prototypes and tests involving over 10,000 consumers.
“The greatest challenge was to preserve the familiar sensory experience while achieving our sustainability ambition,” explained Lúcia Zanforlin Trede, Lab Manager Nivea Creme. “The result is a vegan cream made with 99% natural-origin ingredients and enriched with 100% oils of natural origin [3] – including sunflower, rapeseed, and shea – delivering quality, performance, and sensory experience that truly convinces.”
The new formula is 99.9% biodegradable, as per OECD guidelines or equivalent methods, and the iconic tin is made of 95% recycled aluminum****.
This development, which has a significantly lower environmental impact than the original version, is part of Beiersdorf’s sustainability ambition to reach Net Zero emissions by 2045.
Officially launching in January 2026, Nivea Creme Natural Touch will be available in Germany, where the brand’s story began more than 100 years ago. The classic version will remain available.
