Beiersdorf Buys Natural Brand

Beiersdorf has acquired Stop The Water While Using Me!, a Hamburg-based, natural cosmetics line. A purchase price was not disclosed. According to Beiersdorf, the partners intend to jointly intensify the impact of sustainable skin care and to further their commitment to climate and resource protection. Working closely together, the companies plan to co-develop sustainability initiatives in the future and create high-impact solutions for more sustainable action.

Stop The Water While Using Me! has been pursuing a clear mission since 2011: “protect, save and donate water,” according to Beiersdorf. With refillable systems and biodegradable skin care products, the brand systematically practices sustainability and promotes the responsible use of water resources. The product range comprises solid, waterless body and hair care products as well as shower, hand, body and oral hygiene items. The acquisition complements Beiersdorf’s portfolio in the natural cosmetics segment and further bolsters the company’s sustainable focus as part of its C.A.R.E.+ strategy. Business operations of the natural cosmetics brand will continue to be managed independently.

“Stop The Water While Using Me! will strengthen the Beiersdorf brand family with innovative, natural skin care and the know-how of a highly dedicated team—the brand name embodies a purpose that has been lived authentically since the label was created. We are investing in the brand’s vision and ideas because we believe that we can make a difference by joining forces,” said Iain Holding, general manager of Beiersdorf Germany/Switzerland. “Together we can combine our complementary expertise, beliefs and talents to drive sustainability projects and skin care with true added value for both consumers and the environment. We are pleased that Stop The Water While Using Me! has joined our Beiersdorf community and are looking forward to expanding our sustainability commitments in line with our C.A.R.E.+ strategy.”

According to Stop The Water While Using Me! CEO Nina Witt, the partnership with Beiersdorf will be a win-win-win for all sides: for Stop The Water While Using Me!, for Beiersdorf and, above all, for the environment – through a shared sustainable mission.

“Beiersdorf will provide us with a working environment where we can independently advance our purpose work, spread the message of Stop The Water While Using Me! and maximize our sustainability ambitions with a strong partner at our side,” she insisted. “This enables us to generate an impact with our ideas much faster.”