For the first half of 2025, Beiersdorf’s revenue reached €5.2 billion. But while it experienced growth of 2.1%, this fell short of the previous year’s growth of 7.9% for the same period.
The German personal care group noted that it was up against a combination of “strong prior-year comparison and slower market growth” and, as a result, has revised its 2025 outlook.
It now expects lower organic sales growth of 3–4% in its Consumer Business Segment and around 3% for the Group, due to tougher market conditions.
Beiersdorf CEO Vincent Warnery said the global skincare market had “experienced slower growth than expected, particularly in the second quarter and into July 2025.”
He explained that this was why the company had adjusted its guidance for both the Group and the Consumer Business Segment for the full year, adding that he expected Beiersdorf would “accelerate growth in the second half, driven by our strong innovation pipeline.”
Warnery also said that Beiersdorf’s epigenetic innovation for its Eucerin brand, Epicelline, had been a hit with beauty shoppers, and that the upcoming launch of Nivea’s own Epigenetics Serum can “contribute significantly” to the business in the second half of 2025 and “bring Nivea back to its stronger growth path.”
Consumer segment growth slows, Nivea underperforms
The firm’s Consumer Business Segment reached sales of €4.3 billion for H1 2025, up by just 1.9% year-on-year, compared to an impressive 8% growth in 2024.
Its hero brand Nivea underperformed, growing by only 1%, which was below expectations compared to 11.1% growth for the same period last year. Nominally, this translated into a sales decline, reaching €2,921 million compared to €2,956 million in 2024.
However, the company has high hopes for its new Nivea Cellular Epigenetics Rejuvenating Serum, which features its “breakthrough anti-ageing ingredient” Epicelline, as well as Luminous360 Skin Glow products and its Derma Control antiperspirant range.
The Derma division, which includes the Eucerin and Aquaphor brands, delivered organic sales growth of 12.2% (H1 2024: 8.3%). In nominal terms, Derma sales grew by 10.5% to €790 million (H1 2024: €714 million).
Eucerin’s epigenetic serum leads anti-ageing category
A key driver of this strong result was the performance of the Eucerin Epigenetic Serum with Epicelline, which ranked number one for anti-ageing products in several markets including Germany, Mexico, and Brazil. Beiersdorf continued its expansion into white space markets from January to June 2025.
Ultra-luxe brand La Prairie continued its decline, recording a -10.7% drop in organic sales in the first six months of 2025. Sales fell in nominal terms by 10.8% to €243 million (H1 2024: €272 million).
However, in the second quarter of 2025, the brand experienced sales growth of –1.5% (compared to -17.5% n Q1), which appeared to show that sales may be growing. In this period, La Prairie grew by 3% in China thanks to a successful e-commerce strategy that saw organic sales growth of 36%.
