Beiersdorf, Novelis partners for 95% recycled aluminium Nivea Creme tins
Reaching 95% recycled content was made possible through close cooperation between the two companies.
USA – Novelis and Beiersdorf have announced a major advance in sustainable packaging: the iconic NIVEA Creme tin now uses 95% recycled aluminium.
This higher recycled content reduces the carbon footprint of the tin’s aluminium compared with primary aluminium, while preserving the quality, durability, and distinctive appearance consumers expect from the product’s packaging.
Michael Hahne, Vice President Commercial, Novelis Europe, said, “This achievement underscores both companies’ commitment to advancing circular economy principles.”
“Achieving 95% recycled content is an important step toward reducing the carbon footprint, while preserving the quality and distinctive appearance of this iconic crème tin.”
Novelis contributed its expertise in high-quality recycled aluminium, while Beiersdorf brought its commitment to increasing recycled material use across its packaging.
Through joint research and development, the companies refined the alloy composition and manufacturing processes, ensuring the NIVEA Creme tin retains its durability and premium appearance while lowering the carbon footprint linked to its aluminium content.
Philip Helm, Packaging Development Manager at Beiersdorf, STATED, “Moving from our first milestone of 80% in 2024 to 95% recycled aluminium in the iconic NIVEA Creme tin is a result of our long-standing and strategic collaboration with Novelis.”
“This uplift further reduces our carbon footprint while the trusted quality and iconic design of our blue tin remain identical for our consumers.”
Aluminium is well suited to a circular economy because it can be recycled repeatedly without losing its essential properties.
Producing recycled aluminium requires only 5% of the energy needed for primary aluminium and can cut carbon emissions by up to 95%.
Greater use of recycled aluminium also helps preserve natural resources and supports a stronger circular economy.
The recycled aluminium used for the NIVEA Creme tin is supplied through Novelis’ European recycling network, including its Nachterstedt facility—one of the world’s largest and most advanced aluminium recycling centers, with an annual capacity of 400,000 tonnes.
The 95% recycled aluminium NIVEA Creme tin has been available in Germany since the beginning of 2026 and is scheduled to roll out across Europe and additional markets from 2027.
Novelis and Beiersdorf say they will continue exploring ways to raise recycled aluminium content and develop the next generation of low-emission, circular packaging solutions.
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