Beiersdorf expands product portfolio with launch of NIVEA Creme Natural Touch
The launch responds directly to consumer shifts toward eco-friendly products without sacrificing quality or emotional connection to the brand.
GERMANY – Beiersdorf has launched NIVEA Creme Natural Touch, marking the first-ever line extension for the iconic blue tin product that has symbolized trusted skin care for over a century.
This vegan formula, composed of 99% natural-origin ingredients, including 100% naturally derived oils such as sunflower, rapeseed, and shea, preserves the original’s sensory profile and performance while addressing rising demand for sustainable options.
The new cream comes in the signature blue tin, now made from recycled aluminium, and sits alongside the classic NIVEA Creme, which remains unchanged in the portfolio.
Development spanned six years, involving 2,100 prototypes and input from over 10,000 consumers to balance sustainability with the familiar feel consumers expect.
Christian Haensch, Beiersdorf’s General Manager for Germany and Switzerland, stated, “Our goal was to create a more sustainable version of our iconic NIVEA Creme that combines responsible care and proven quality while honouring the emotional connection that our consumers have with this product.”
“NIVEA Creme Natural Touch is more than just a line extension; it reflects our commitment to innovation and responsibility as part of our Net Zero 2045 roadmap, showing how tradition and innovation can go hand in hand.”
NIVEA Creme Natural Touch aligns with Beiersdorf’s Climate Care strategy and Net Zero goal by 2045, featuring a nearly fully biodegradable formula that meets evolving expectations for responsible skin care.
According to the company, initially rolling out in Germany, the extension underscores innovation rooted in tradition, as noted by Christian Haensch, Beiersdorf’s General Manager for Germany and Switzerland.
Lúcia Zanforlin Trede, Lab Manager for NIVEA Creme, highlighted the challenge of retaining sensory qualities while meeting sustainability targets throughout the extensive R&D process.
Meanwhile, late last year, Beiersdorf officially launched its leading dermatological skincare brand, Eucerin, in the Japanese market, marking a significant expansion into one of the world’s most sophisticated skincare regions.
The launch is anchored by the premium Eucerin HARI FILLER anti-ageing care series, specifically developed to meet the unique needs of Japanese consumers.
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