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.