Beiersdorf cuts forecast as Nivea slows, derma drives development

For the primary half of 2025, Beiersdorf’s income reached €5.2 billion. However whereas it skilled development of two.1%, this fell wanting the earlier 12 months’s development of seven.9% for a similar interval.

The German private care group famous that it was up towards a mix of “robust prior-year comparability and slower market development” and, in consequence, has revised its 2025 outlook.

It now expects decrease natural gross sales development of three–4% in its Shopper Enterprise Section and round 3% for the Group, attributable to more durable market circumstances.

Beiersdorf CEO Vincent Warnery stated the worldwide skincare market had “skilled slower development than anticipated, notably within the second quarter and into July 2025.”

He defined that this was why the corporate had adjusted its steering for each the Group and the Shopper Enterprise Section for the total 12 months, including that he anticipated Beiersdorf would “speed up development within the second half, pushed by our robust innovation pipeline.”

Warnery additionally stated that Beiersdorf’s epigenetic innovation for its Eucerin model, Epicelline, had been successful with magnificence consumers, and that the upcoming launch of Nivea’s personal Epigenetics Serum can “contribute considerably” to the enterprise within the second half of 2025 and “convey Nivea again to its stronger development path.”

Shopper section development slows, Nivea underperforms

The agency’s Shopper Enterprise Section reached gross sales of €4.3 billion for H1 2025, up by simply 1.9% year-on-year, in comparison with a formidable 8% development in 2024.

Its hero model Nivea underperformed, rising by just one%, which was under expectations in comparison with 11.1% development for a similar interval final 12 months. Nominally, this translated right into a gross sales decline, reaching €2,921 million in comparison with €2,956 million in 2024.

Nonetheless, the corporate has excessive hopes for its new Nivea Mobile Epigenetics Rejuvenating Serum, which options its “breakthrough anti-ageing ingredient” Epicelline, in addition to Luminous360 Pores and skin Glow merchandise and its Derma Management antiperspirant vary.

The Derma division, which incorporates the Eucerin and Aquaphor manufacturers, delivered natural gross sales development of 12.2% (H1 2024: 8.3%). In nominal phrases, Derma gross sales grew by 10.5% to €790 million (H1 2024: €714 million).

Eucerin’s epigenetic serum leads anti-ageing class

A key driver of this robust consequence was the efficiency of the Eucerin Epigenetic Serum with Epicelline, which ranked primary for anti-ageing merchandise in a number of markets together with Germany, Mexico, and Brazil. Beiersdorf continued its growth into white area markets from January to June 2025.

Extremely-luxe model La Prairie continued its decline, recording a -10.7% drop in natural gross sales within the first six months of 2025. Gross sales fell in nominal phrases by 10.8% to €243 million (H1 2024: €272 million).

Nonetheless, within the second quarter of 2025, the model skilled gross sales development of –1.5% (in comparison with -17.5% n Q1), which appeared to indicate that gross sales could also be rising. On this interval, La Prairie grew by 3% in China due to a profitable e-commerce technique that noticed natural gross sales development of 36%.