NIVEA expands portfolio with launch of cellular epigenetics rejuvenating serum
Through this move, NIVEA is setting a new standard for effective, science-based rejuvenation in the beauty industry.
SOUTH AFRICA – NIVEA is set to unveil its latest skincare innovation, the Cellular Epigenetics Rejuvenating Serum, in South Africa, which represents an advancement in the science of skin age reversal.
Set to hit major retailers in September 2025, this serum is the result of over 15 years of dedicated research into epigenetics, the study of how lifestyle and environmental factors influence cellular activity and ageing.
Traditionally, skin ageing was believed to be driven solely by genetics. However, NIVEA’s pioneering work challenges this notion by harnessing epigenetic science to demonstrate that external factors can directly impact how skin cells age.
The serum’s key ingredient, Epicelline®, is an active epigenetic compound that works by reactivating silenced youth functions within skin cells.
Leonie Rödig, Vice President of NIVEA Face Care, stated, “With over a century of expertise, NIVEA continues to lead the way in advanced skin science with the launch of NIVEA Cellular Epigenetics Rejuvenating Serum and its groundbreaking active ingredient EPICELLINE®.”
“It represents a significant milestone, not only for NIVEA but for the broader field of rejuvenating skincare in the mass market.”
Clinical studies have shown that Epicelline® can effectively reverse skin age by restoring youthful cellular activity, resulting in visibly rejuvenated skin in as little as two weeks.
The launch of the Cellular Epigenetics Rejuvenating Serum marks a strategic shift for NIVEA toward developing products that meet the diverse, everyday needs of consumers while delivering scientifically advanced results.
The serum is designed to work at the deepest cellular level, promoting radiant, plump, and youthful skin by turning back the “age clock” of skin cells.
To represent this revolutionary innovation, NIVEA has partnered with Joëlle Kayembe, a celebrated icon known for her authenticity and ageless beauty.
The campaign highlights inclusivity and speaks to the traditionally underrepresented skin types in global skincare conversations, underscoring NIVEA’s commitment to a new chapter in beauty—one driven by science, performance, and confidence.
By turning the tide on visible ageing and reinvigorating skin cells from within, NIVEA is setting a new standard for effective, science-based rejuvenation in the beauty industry.
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