Beiersdorf (Nivea, Eucerin, Labello, La Prairie) closed the financial year 2025 with an sales growing 2.4% organically to EUR 9.9 billion, supported by "strong performance in Derma and Health Care" divisions. Profitability continued to improve, with EBIT excluding special factors rising to EUR 1.4 billion. The EBIT margin excluding special factors increased slightly to 14.0% (previous year: 13.9%), reflecting ongoing cost discipline and operational efficiencies.
“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 Vincent Warnery, CEO of Beiersdorf.
Strategic adjustments for Nivea
Sales in the Consumer Business Segment grew organically by 2.5% in 2025 and reached nominal sales of EUR 8.2 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%.
Beiersdorf’s skin care business grew organically by 3.7% in 2025. However, the group’s main brand, Nivea, delivered organic sales growth of 0.9%, reaching nominal sales of EUR 5.5 billion, in a “challenging mass-market environment.”
By contrast, the group’s dermo-cosmetic brands Eucerin and Aquaphor delivered strong organic sales growth of 11.7% in 2025, reaching nominal sales of EUR 1.5 billion.
La Prairie continued to face a volatile environment in the luxury skin care segment. Organic sales decreased by 4.5% in 2025, reaching nominal sales of EUR 478 million.
In response to changing market conditions, Beiersdorf initiated a recalibration of its Nivea strategy in 2025, including a strong focus on the Face Care business, and breakthrough innovations. As demand is evolving, the group intends to adjust this strategy in 2026 and 2027, in order adapt to local consumer needs in key markets such as China, the United States, India, Japan, and Brazil.
Global market to remain challenging
As far as 2026 is concerned, Beiersdorf expects net sales in the Consumer Business Segment to be flat to slightly growing as the global skin care market is expected to remain challenging, with continued volatility and cautious consumer demand.
"The first quarter of 2026 is expected to come in below the full‑year range, affected by disruptions in the US retail and China travel retail landscape as well as a lower impact from innovations at Nivea compared to the fourth quarter of 2025," Beiersdorf announced.
