Beiersdorf’s Consumer Business closed 2025 with organic sales growth of 2.5%, reaching €8.2 billion.
All regions contributed, with Africa/Asia/Australia leading at 4.5%, followed by the Americas at 3.1% and Europe at 0.9%.
NIVEA recorded nominal sales of €5.5bn, with organic growth of 0.9% reflecting both the broader market slowdown and a strategic repositioning in China. Following the completion of this realignment, NIVEA returned to double-digit growth in China in Q4 with a global 1.9% organic growth in Q4.
The Derma business, comprising Eucerin and Aquaphor, delivered organic growth of 11.7%, reaching €1.5bn for its fifth consecutive year of double-digit expansion. Innovations such as the Epigenetics Serum and the regional rollout of Thiamidol products drove performance, with e-commerce outpacing offline channels and emerging markets acting as key accelerators.
La Prairie faced continued volatility in the luxury segment, with organic sales declining 4.5% to €478 million. Sequential improvement was evident through the year, however, closing the fourth quarter with 3.8% growth amid repositioning efforts and a more stable environment in China.
Looking ahead, Beiersdorf expects organic net sales in the Consumer Business to be flat to slightly positive in 2026. The EBIT margin from ongoing operations is projected to be slightly below the prior year, reflecting raw material cost pressures, unfavorable currency effects and sustained marketing investment.