Beiersdorf sales rise despite 'skincare slowdown'

Beiersdorf reported a 2.4% increase in annual sales to €9.9 billion (£8.6 billion), as profitability continued to improve despite a "challenging" market environment.

Sales in the company's Consumer business segment rose organically by 2.5% to €8.2 billion (£7.1 billion). All regions contributed to growth, with Europe up 0.9%, the Americas up 3.1%, and Africa/Asia/Australia up 4.5%.

Despite a slowdown in the global skincare market, skincare sales increased 3.7% in 2025, supported by Beiersdorf's science-led positioning and brand portfolio.

Nivea recorded sales growth of 0.9%, reaching €5.5 billion (£4.7 billion), reflecting "weaker" mass-market conditions and a repositioning of the business in China.

It comes after Beiersdorf began "recalibrating" its Nivea strategy during the financial year, rolling out measures aimed at restoring growth momentum.

In recent years, the brand had prioritised face care and premium innovation, strengthening its position in the category. However, this focus reduced emphasis on other segments and limited local flexibility in some markets.

The updated strategy aims to "rebalance the portfolio and increase local relevance while maintaining innovation capabilities". Investment is being more evenly distributed across face care, body care and deodorants, with additional emphasis on accessible face care offerings.

Elsewhere, the Derma business, including Eucerin and Aquaphor, reported sales growth of 11.7% to €1.5 billion (£1.3 billion), marking the fifth consecutive year of double-digit growth, with gains across all regions.

In contrast, La Prairie faced continued "volatility" in the luxury skincare segment. Organic sales declined 4.5% to €478 million (£416 million).

Meanwhile, the Health Care business delivered organic sales growth of 9.3%, reaching €299 million (£260 million), marking one of its strongest performances to date.

Looking ahead, Beiersdorf expects organic net sales in the Consumer business segment to be flat to slightly up in 2026, as "the global skincare market remains volatile and consumer demand cautious".

Vincent Warnery, CEO of Beiersdorf, said: "2025 was a demanding year for the skincare industry, marked by slowing growth and continued market volatility.

"With strong brands, deep skincare expertise and a clear strategic focus, Beiersdorf remains well positioned, even as market conditions remain volatile in 2026."