Beiersdorf Anticipates a Slowdown in Skin Care Product Growth

Summary of Beiersdorf’s Market Outlook and Performance

Beiersdorf, known for brands like Nivea, anticipates slower organic growth in the current year due to weakening demand in the global skincare market. The industry faces challenges from a slowdown that started in the latter half of 2024, largely impacted by reduced demand in China and decreased inventory among travel retailers and in the US.

Key points include:

• Beiersdorf projects organic sales growth of 4% to 6% in 2025, lower than the previous year’s 6.5% increase.
• Previously, they forecasted a 6% to 8% growth for 2024.
• While Nivea and Eucerin brands performed well, with sales increasing by 9.0% and 10.6% respectively, luxury brand La Prairie saw a 6.2% drop in sales.
• Competitors like L’Oréal and Coty have also reported weaker-than-expected sales.
• Beiersdorf has extended CEO Vincent Warnery’s contract until 2030.

The growth challenge is exacerbated by changing consumer preferences and weaker demand in key markets like China, which affects luxury product sales.