Key takeaways on Beiersdorf reformulating NIVEA Crème
- New line extension: NIVEA Crème Natural Touch uses 99% natural-origin ingredients.
- Sustainability focus: 95% recycled aluminium tin and 99.9% biodegradable formula.
- Innovation journey: Six years of research, 2,100 prototypes, and 10,000 consumer tests.
NIVEA Creme Natural Touch is the first line extension of the iconic blue tin. The vegan formula is made with 99% natural-origin ingredients and was created to respond to growing consumer demand for more sustainable skin care, and as part of the firm’s Climate Care strategy and Net Zero ambition by 2045.
Beiersdorf’s General Manager for Germany and Switzerland, Christian Haensch, said the company’s goal was to create a more sustainable version of its iconic NIVEA Crème, which he noted many customers have “an emotional connection with.”
“NIVEA Creme Natural Touch is more than just a line extension; it reflects our commitment to innovation and responsibility as part of our Net Zero 2045 roadmap, showing how tradition and innovation can go hand in hand,” he said.
Sustainability meets tradition: inside the new vegan formula
The formula is 99.9% biodegradable, and the tin is made of 95% recycled aluminium, significantly reducing its environmental footprint.
The classic NIVEA Crème will remain available and has been a continued success story for Beiersdorf. In 2024 alone, four tins were sold every second worldwide. But while the original formula is a bestseller for the company, consumer expectations are changing, and people increasingly seek products that combine performance and sustainability, said the German multinational.
Launch plans and market impact for NIVEA Crème Natural Touch
The development of the new line extension is based on six years of research, 2,100 prototypes and tests involving over 10,000 consumers. According to Lúcia Zanforlin Trede, who is Lab Manager NIVEA Crème, the greatest challenge was to preserve the familiar sensory experience while achieving the sustainability ambition.
“The result is a vegan cream made with 99% natural-origin ingredients and enriched with 100% oils of natural origin – including sunflower, rapeseed, and shea – delivering quality, performance, and sensory experience that truly convinces.”
The product will initially launch into the German market from January 2026, where the original product first launched over 100 years ago.
