Beiersdorf Expects Slower Skincare Growth

Beiersdorf AG said it expects organic growth to decelerate in 2025. The company blamed the slowdown, in part, to weaker gains in skincare. The German maker of Nivea, La Prairie and Chantecaille products said organic sales will grow 4-6% this year. In 2024, the company registered organic sales gains of 6.5% to 9.85 billion euros ($10.2 billion at current exchange rates).

Beiersdorf demonstrated remarkable growth in fiscal year 2024, posting another year of record sales and delivering strong results across business segments. Despite significant brand investments, the company’s operating result (EBIT, excluding special factors) increased to €1.4 billion, improving EBIT margin to 13.9% (2023: 13.4%). 

“For the second consecutive year, Beiersdorf is the best-performing skincare company globally. We continued our exceptional development of the past years in 2024 and achieved another sales record even in a challenging market environment,” said CEO Vincent Warnery. “Our strong 2024 results are another milestone for us on our way to becoming the best skincare company in the world. Beiersdorf is fully on track to generate further growth together with our exceptional international teams. We are focusing on our strong brands, delivering breakthrough innovations and expanding into new markets, categories, and channels. With the Group guidance for 2025, we believe we will outperform the market again this year.” 

Consumer Business: Strong Sales Growth and Record Results

The Consumer Business segment remains the main sales driver and delivered a strong performance with €8.2 billion in sales (+7.5% organically). All regions contributed to the growth, with Europe growing 5.3%, Americas 7%, and Africa/Asia/Australia (A/A/A) 11.3%.

EBIT excluding special factors amounted to €1.1 billion, while the EBIT margin excluding special factors was 13.4% (2023: 12.9%). 

Nivea saw excellent organic growth of 9.0% globally in 2024. Sales reached €5.6 billion. The brand’s strong growth across all major regions was attributed to increased volumes and successful pricing strategies. All key product categories experienced significant growth in 2024. Within the Nivea portfolio, the Luminous630 range with the patented anti-spot ingredient Thiamidol achieved outstanding results with 34% organic growth. 

The Derma business continued its successful trend and delivered another impressive year in 2024, achieving double-digit organic sales growth of 10.6% and sales totaling €1.4 billion. Growth was largely driven by a series of innovations. Eucerin became the second billion euro brand in Beiersdorf’s Consumer portfolio in 2024 after Nivea. Notably, the Eucerin Face category experienced substantial growth, fueled by the expanded Thiamidol range in the anti-pigment segment. The new Epigenetic serum with the breakthrough anti-age innovation Epicelline was added to the Eucerin product line in the second half of 2024. It marked a special moment for Beiersdorf, as it became the largest product launch in Derma’s history. Key milestones also included the successful introduction of Eucerin Face in the US and the Eucerin launch in India, a very promising market with immense growth potential in the skin care sector.

Beiersdorf’s luxury and selective brand La Prairie again faced major challenges in 2024. The difficult macroeconomic conditions in China weighed on the sales performance of the premium brand. Although La Prairie recorded an organic decline in sales of 6.2%, this was significantly slower than the previous year. In contrast, Chantecaille was improved its performance for the year, with an organic sales growth of 4.5% driven by a successful expansion in Asia, including the launch in mainland China.