Beiersdorf

What Beiersdorf does

Beiersdorf AG is a German personal-care company headquartered in Hamburg, founded in 1882 and publicly listed on the Frankfurt Stock Exchange (ticker: BDRFF / DE0005200000). The company operates two segments: Consumer Brands — a tiered portfolio spanning mass-market skincare (NIVEA), derma-cosmetics (Eucerin, Aquaphor), wound care (Hansaplast / Elastoplast / CURITAS), and prestige skincare (La Prairie, Chantecaille, acquired 2021-12 at an enterprise value of $590–690M) — and tesa, a wholly-owned industrial and consumer self-adhesive products division. Beiersdorf serves global mass-market and prestige beauty consumers across 43+ countries through drugstore, supermarket, specialty beauty, e-commerce, and direct-to-consumer channels.

The company's core technology is centered on skin care formulation and biotechnology research, anchored by proprietary patented ingredients including Thiamidol (anti-hyperpigmentation, with NMPA approval for variant Thiamidol 630 in China), EPICELLINE (epigenetic skin rejuvenation), Coenzyme Q10 (skin cell energy), and a skin microbiome research program built around its majority stake in Belgian life-science company S-Biomedic NV (acquired 2022-12). Innovation extends to AI-enabled skin analysis via partnerships such as Haut.AI's Face Analysis 3.0 platform for clinical research and DTC personalization, and a EUR 100 million Skin Care Innovation Fund II (launched 2026-03) targeting AI, biotech, and digital health startups.

The business model is a one-time-purchase consumer goods model with brand-tiered pricing: mass-market accessibility (NIVEA) through retail/drugstore channels, mid-tier derma-cosmetics (Eucerin at $24.99 price points on Amazon.com), and premium pricing through La Prairie and Chantecaille in prestige retail. FY2025 group turnover reached EUR 9.9 billion with 2.4% organic growth, NIVEA contributing EUR 5.5 billion; Q1 2026 reported EUR 2.484 billion in revenue (-7.7% nominal, -4.6% organic) amid a strategic reset of the NIVEA brand. The company returns capital via a EUR 750 million two-year share buyback and maintains distribution through subsidiaries in Europe, Americas, Asia-Pacific, and Middle East/Africa.

Name

Beiersdorf

Legal name

Beiersdorf AG

Website

https://beiersdorf.com

Company type

Public

Founded year

1882

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Beiersdorf AG is a Hamburg-based global personal-care company operating two segments: Consumer Brands (NIVEA, Eucerin, La Prairie, Chantecaille, Hansaplast) and tesa industrial adhesives. Founded in 1882 and publicly listed, it serves mass-market and prestige skincare consumers across 43+ countries.

Ownership category

akta.pro rank

Product category

Consumer Personal Care Products

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

Keywords

• Personal care products
• Skincare manufacturing
• Wound care solutions
• Industrial adhesives
• Cosmetic research

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Consumer Brands Segment: Sale of consumer skincare products including NIVEA, Eucerin, La Prairie, Hansaplast, Chantecaille brands through retail and e-commerce channels globally. Turnover of EUR 9.9 billion in 2025 with organic growth of 2.4%.
2. tesa Adhesive Technologies Segment: Self-adhesive products and solutions under tesa brand for industrial and consumer applications.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Beiersdorf AG is a Hamburg-based consumer goods company that manufactures and markets personal care products, including mass-market skincare, dermatological skincare, prestige beauty, sun care, wound care, and men's grooming, under brands such as NIVEA, Eucerin, La Prairie, Chantecaille, Hansaplast, and Coppertone. The company also operates the tesa division, which develops and sells self-adhesive products and industrial tape solutions for industrial and consumer applications.

Product overview

Beiersdorf is a global skincare and consumer goods company operating two main business segments: Consumer Brands (skincare and adhesive products) and tesa (industrial adhesives). Its Consumer Brands portfolio comprises a tiered structure: the mass-market NIVEA brand as the flagship; the derma/pharmacy-channel Eucerin brand built on clinically tested formulations; the prestige La Prairie luxury skincare brand; the prestige Chantecaille brand (acquired 2022); and Hansaplast/Elastoplast wound care products. Innovation is anchored by proprietary ingredients including Thiamidol (anti-hyperpigmentation), EPICELLINE (epigenetic skin rejuvenation), and a microbiome research program that led to the acquisition of S-Biomedic. A €100 million venture fund backs external skincare innovation. The tesa division operates as a separate industrial adhesive products business.

Differentiator

Problem solved

Functional benefit

Brands

• NIVEA: Iconic global skin care brand serving millions of consumers daily
• Eucerin
• La Prairie
• Hansaplast/Elastoplast/CURITAS
• Chantecaille
• tesa

Products and services

• NIVEA Flagship mass-market skincare brand offering a broad portfolio of moisturizers, sun care, body care, and male grooming products sold globally.
• Eucerin

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Six partnerships are on record, tiered major, minor and core.

• Real MadridmajorGTM or Marketing Partner · 16 June 2026NIVEA MEN extended its long-standing partnership with Real Madrid football club with increased focus on fan engagement initiatives in India. Partnership includes e-commerce activations where purchasers can win trips to watch Real Madrid play in Spain, running from June 2026 to October 2027.
• ROSSMANNmajorGTM or Marketing Partner · 2 June 2026ROSSMANN and NIVEA CONNECT extended their partnership to address loneliness among young people in Germany through targeted preventive measures, expanding collaborative social impact initiatives.
• LEGO GroupminorOthers · 12 May 2026Beiersdorf CEO Vincent Warnery appointed to LEGO Group Board of Directors effective May 12, 2026, aiming to bolster LEGO's expertise in global consumer branding, sustainability, and growth strategies.
• CoppertonecoreStrategic or Co-development Partner · 1 February 2025Beiersdorf acquired Coppertone from Bayer in February 2025, expanding its sun care portfolio and North American market presence. This strategic acquisition strengthens Beiersdorf's position in the global sun care market.
• S-BiomediccoreStrategic or Co-development Partner · 20 December 2022Beiersdorf acquired majority stake in Belgian life-science company S-Biomedic to enhance skin microbiome research and development. The acquisition integrates S-Biomedic's innovative skin microbiome technologies into Beiersdorf's existing research programs, keeping S-Biomedic as a standalone organization under Beiersdorf's microbiome program.
• Chantecaille Beaute Inc.coreStrategic or Co-development Partner · 22 December 2021Beiersdorf acquired prestige beauty brand Chantecaille to enhance its premium skincare portfolio with deal valued between $590-690 million. Expected to strengthen Beiersdorf's market presence especially in United States, China, and Korea. Chantecaille generated over USD 100 million in revenue in 2021 and continues operating as separate entity within Beiersdorf.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• L'Oréal: L'Oréal is the world's largest beauty company with a comparable multi-tier structure (mass via Garnier/L'Oréal Paris, derma via La Roche-Posay, prestige via Lancôme/YSL). It is the closest direct competitor to Beiersdorf across NIVEA, Eucerin, and La Prairie.
• Estée Lauder Companies: Estée Lauder competes directly with Beiersdorf's prestige brands La Prairie and Chantecaille (Clinique, Estée Lauder, Tom Ford). It also operates derma-adjacent lines (Dr. Jart+) that overlap with Eucerin's clinical positioning.
• Unilever: Unilever's Beauty & Personal Care segment (Dove, Vaseline, Simple, Dermalogica) competes head-on with Beiersdorf in mass-market skincare and derma skincare across the same global retail channels.
• Procter & Gamble: P&G's Beauty division (Olay, SK-II) competes directly with NIVEA and Eucerin in mass and premium skincare. Oswald Barckhahn's prior P&G background underscores the strategic overlap and talent pool commonality.
• Johnson & Johnson (Kenvue): Kenvue, the J&J consumer health spin-off, owns Neutrogena, Aveeno, and Lubriderm — direct competitors to NIVEA and Eucerin in mass and clinical skincare globally.
• Shiseido: Shiseido competes with Beiersdorf in prestige skincare (SHISEIDO, Cle de Peau) and is a strong peer in the Asia-Pacific region where Beiersdorf is growing via Thiamidol and Chantecaille.
• Henkel: Henkel's Beauty Care division (Schwarzkopf, Dial) competes with Beiersdorf in mass personal care, and Henkel also has industrial adhesives (Loctite, Pritt) that mirror Beiersdorf's tesa division structure.
• Coty Inc. Coty is a global beauty company with mass (CoverGirl, Sally Hansen) and prestige (Gucci, Hugo Boss) portfolios. It overlaps directly with Beiersdorf's prestige brands and mass color-adjacent personal care.

Broad incumbents

• Church & Dwight: Church & Dwight's personal care portfolio (Batiste, Oribe, First Response) and consumer household brand structure overlap with Beiersdorf's mass-market consumer brand model, though with a different category mix.
• Colgate-Palmolive: Colgate-Palmolive competes with Beiersdorf in personal care (Palmolive, Softsoap) and shares the German multinational house-hold products adjacency, though its center of gravity is oral care rather than skincare.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Beiersdorf
• Facebookfacebook.com/BeiersdorfAG
• LinkedInlinkedin.com/company/beiersdorf
• Instagraminstagram.com/beiersdorf
• Xx.com/beiersdorf_ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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M&A6 records

Investments12 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beiersdorf