What Beiersdorf Australia does

Beiersdorf Australia Ltd. is the Australian and New Zealand affiliate of Hamburg-based Beiersdorf AG, a DAX-listed consumer goods group founded in 1882 with over 130 years of skin care expertise. The local entity, headquartered at 4 Khartoum Road, North Ryde NSW with a New Zealand office in Auckland, employs approximately 27 people in sales, marketing and commercial roles and operates as a closely aligned key affiliate within the Beiersdorf group structure. It distributes a multi-brand portfolio spanning mass-market skin care (NIVEA, NIVEA MEN), wound care and sports medicine (Elastoplast, Elastoplast Sport, Leuko), dermocosmetics (Eucerin) and premium anti-aging (La Prairie) across Australia and New Zealand.

The business monetizes these brands through one-time purchase consumer products sold via retail stores, pharmacy channels, sports medicine distributors, owned brand e-commerce sites (nivea.com.au, niveamen.com.au, elastoplast.com.au) and direct field-sales engagement with retail and pharmacy buyers. Underlying technology rests on a global Beiersdorf R&D network of more than 530 researchers, roughly 500 research cooperations with universities and start-ups, and approximately €160 million in annual R&D investment, producing proprietary ingredients and methods such as Thiamidol, EPICELLINE, Coenzyme Q10 anti-aging technology, microbiome science and, most recently, patented skin-specific age clock technology supporting the September 2024 epigenetic skin science product launch. Commercial reach is reinforced by deep sports sponsorship across AFL, Rugby League, A-League, Super Rugby, NBL and Netball and an official supplier relationship with the Australian Institute of Sport, alongside ESG positioning that earned a second consecutive CDP Triple A rating in 2024.

Name

Beiersdorf Australia

Legal name

Beiersdorf Australia Ltd.

Website

https://beiersdorf.com.au

Company type

Private

Founded year

1882

Operating status

Operating

Headcount range

11–50 employees

Short description

Beiersdorf Australia Ltd. is the ANZ affiliate of Germany's Beiersdorf AG, distributing NIVEA, NIVEA MEN, Elastoplast, Eucerin, La Prairie and sports-medicine brands across retail, pharmacy, sports and owned e-commerce channels in Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Consumer Skincare and Personal Care

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (42421), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industries

Skincare & Dermatological Beauty Distribution (CRAOAEAD), Dermatology & Aesthetics Pharmaceuticals (HLAIAAAK)

Keywords

• Consumer skincare products
• Wound care plasters
• Dermocosmetics distribution
• Sports medicine supplies
• Men's grooming products

Headquarters

HQ city

North Ryde

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Skincare Products: Sale of branded skincare, wound care, and sports medicine products through retail and pharmacy channels in Australia and New Zealand. Brands include NIVEA, Elastoplast, Elastoplast Sport, and Leuko.
2. Global Brand Portfolio: Revenue from sale of products across three global brand segments: Mass Market (NIVEA), Dermocosmetics (Eucerin), and Premium Segment (La Prairie). Products sold in about 200 countries worldwide.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Beiersdorf Australia Ltd. sells and distributes a portfolio of consumer skincare, wound care and sports medicine brands across Australia and New Zealand, including NIVEA and NIVEA MEN (mass-market skincare), Elastoplast, Elastoplast Sport and Leuko (wound care and sports medicine), plus distribution of Eucerin dermocosmetics through pharmacies and La Prairie premium anti-aging skincare through selected retail outlets. The company operates as the Australia/New Zealand affiliate of the German FMCG group Beiersdorf AG and runs field sales, pharmacy key-account teams and own brand e-commerce sites.

Product overview

Beiersdorf Australia operates within the FMCG (Fast Moving Consumer Goods) industry as part of the international Beiersdorf AG group. The company offers a diversified portfolio of skin care brands spanning multiple market segments: mass market through NIVEA and NIVEA MEN, dermocosmetics via Eucerin, premium anti-aging through La Prairie, and sports medicine/wound care with Elastoplast, Elastoplast Sport, and Leuko. These brands compete across skincare, sports medicine, and wound care categories, with products ranging from everyday consumer items like moisturizers and deodorants to specialized medical products like plasters and foot care solutions.

Differentiator

Problem solved

Functional benefit

Brands

• NIVEA: Global skin care brand with over 100 years of market success, available in about 200 countries worldwide
• Elastoplast
• Elastoplast Sport
• Leuko

Products and services

• NIVEA Mass-market skincare brand offering body care, face care, sun care, deodorants and bath care for the whole family; available in about 200 countries globally.
• NIVEA MEN Worldwide leading men's face care brand offering face creams, shower gels and hair-styling products formulated for men's skin and designed for quick, effective use.
• Elastoplast Wound care brand offering waterproof, elastic and extra-strong plasters, sensitive-skin plasters, heat plasters, foot plasters and foot care products; market leader in more than 20 countries.
• Elastoplast Sport Sports medicine brand supplying clubs across AFL, Rugby League, A-League, Super Rugby, NBL and Netball; official supplier to the Australian Institute of Sport.
• Leuko Sports medicine brand supporting clubs across AFL, Rugby League and Netball as part of Beiersdorf's Australian sports medicine portfolio.
• Eucerin (distributed in Australia/New Zealand) Medical-grade dermocosmetics brand trusted by dermatologists, sold in pharmacies in over 60 countries; distributed in Australia/New Zealand through the pharmacy channel.
• La Prairie (distributed in Australia/New Zealand) Premium anti-aging skincare brand built on over 50 years of research expertise, sold in selected retail outlets in over 90 countries worldwide; distributed through premium retailers in Australia/New Zealand.
• Epigenetic Skin Science Product (Age Clock Technology) First product launched under Beiersdorf's patented skin-specific age clock technology, bringing epigenetic skin science to the consumer skincare portfolio.

Quantifiable outcome

• Global market leader for skin care with NIVEA brand in over 200 countries
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Australian Institute of SportcoreChannel Partner/ Reseller/ DistributorElastoplast Sport is an official supplier to the Australian Institute of Sport (AIS), providing sports medicine products and support for elite athletes and sports organizations.
• AFL ClubsminorChannel Partner/ Reseller/ DistributorSports medicine sponsorship through Elastoplast Sport supporting AFL clubs at elite and feeder levels including junior programs and networks.
• Rugby League ClubsminorChannel Partner/ Reseller/ DistributorSports sponsorship through Elastoplast Sport for Rugby League clubs across Australia, extending support to feeder clubs, networks and juniors.
• A-League Soccer ClubsminorChannel Partner/ Reseller/ DistributorSponsorship of A-League football/soccer clubs through sports medicine brands Leuko and Elastoplast Sport.
• Super Rugby TeamsminorChannel Partner/ Reseller/ DistributorSports medicine brand sponsorship supporting Super Rugby teams in Australia.
• NBL Basketball TeamsminorChannel Partner/ Reseller/ DistributorSponsorship of National Basketball League teams through Elastoplast Sport.
• Netball OrganizationsminorChannel Partner/ Reseller/ DistributorSupport for Netball organizations through sports medicine brands, extending to feeder clubs, networks and junior programs.
• Academic and Research InstitutionscoreStrategic or Co-development PartnerGlobal network of academic, institutional, and industrial partners including approximately 500 research cooperations with universities, research centers and start-ups worldwide for skin research and innovation.

Scale indicators13 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Reckitt Australia: Reckitt competes with Beiersdorf's Elastoplast in Australian wound care and first aid (Dettol, Band-Aid competitor products), and overlaps in OTC health products. Both companies distribute through grocery and pharmacy channels with comparable brand-building approaches in healthcare-adjacent FMCG.
• La Roche-Posay (L'Oréal): La Roche-Posay is Eucerin's most direct competitor in Australian pharmacy-channel dermocosmetics, both being dermatologist-recommended medical skincare brands with similar price positioning, ingredient-led marketing, and claims around sensitive skin and dermatological conditions.
• Procter & Gamble Australia: P&G Australia's beauty portfolio (Olay, Gillette, Venus) directly competes with NIVEA in mass-market skincare, men's grooming, and personal care categories. Both companies share FMCG distribution models, similar consumer target segments, and compete for the same Australian shelf space.
• Church & Dwight Australia: Church & Dwight's Australian personal care portfolio (Nair, Batiste, Trojan) competes with Beiersdorf across personal care categories. While more focused on niche personal care, the company shares Beiersdorf's FMCG distribution model and competes for similar mass-market consumer segments.
• Estée Lauder Australia: Estée Lauder Companies' Australian operations directly compete with Beiersdorf's La Prairie brand in premium and luxury anti-aging skincare, particularly through department store, specialty beauty retailer, and travel retail channels in the same high-end consumer segment.
• Galderma Australia: Galderma is a direct dermocosmetics peer to Beiersdorf's Eucerin brand, distributing Cetaphil and prescription dermatological products through Australian pharmacies. Both compete for dermatologist recommendations and pharmacy channel placement in the medical-grade skincare category.
• Unilever Australia: Unilever's Australian personal care portfolio (Dove, Rexona, Simple, TRESemmé) competes head-to-head with NIVEA in mass market body care, deodorants, and face care. Like Beiersdorf, Unilever leverages pharmacy and grocery distribution, with comparable brand heritage and consumer marketing scale.
• L'Oréal Australia: L'Oréal Australia is the closest direct peer, operating an analogous multi-tier portfolio spanning mass market (Garnier), dermocosmetics (La Roche-Posay, CeraVe, SkinCeuticals), and premium luxury (Lancôme, Kiehl's) skincare across the same Australian retail and pharmacy channels that Beiersdorf targets.

Emerging players

• CeraVe (L'Oréal): CeraVe is an emerging dermocosmetics brand that has rapidly gained Australian pharmacy share since L'Oréal's acquisition, directly challenging Eucerin's dermatological credibility with its ceramides-focused formulation and aggressive dermatologist sampling programs.

Broad incumbents

• Johnson & Johnson Consumer Health Australia: J&J's Neutrogena and Aveeno brands compete directly with NIVEA in mass-market skincare through Australian grocery and pharmacy channels. As a broader healthcare incumbent, J&J brings deeper distribution and OTC credibility that overlaps with Beiersdorf's Elastoplast wound care position.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/beiersdorf-australia
• Instagraminstagram.com/beiersdorf

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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

Frequently asked questions about Beiersdorf Australia