Today, Beiersdorf announced its financial results for the 2024 fiscal year. The report highlights continued excellence and growth, reaching new heights across key performance indicators.
Despite ongoing challenges in the market, the company achieved €9.9 billion in sales, with an organic growth of 6.5%. Excluding special factors, its operating result (EBIT) rose to €1.4 billion, and the EBIT margin increased from 13.4% in 2023 to 13.9%. This success is attributed to Beiersdorf’s significant investments in brand development and innovation, aligning with the company’s long-term growth objectives.
Vincent Warnery, CEO of Beiersdorf, praised the company’s strong performance, noting that Beiersdorf has maintained its position as the leading global skin care company for the second consecutive year. He emphasized that the company’s focus on innovation, brand strength, and expansion into new markets and categories has laid the foundation for continued success. Beiersdorf’s strategic approach not only brought growth but also reinforced its global leadership in skin care, with strong prospects for 2025.
The Consumer Business segment was the primary driver behind the company’s performance, generating €8.2 billion in sales, an organic growth of 7.5%. The NIVEA brand, in particular, achieved exceptional growth, with sales reaching €5.6 billion and an increase of 9.0%. Notably, NIVEA’s LUMINOUS630 range, which features the patented anti-spot ingredient Thiamidol®, performed outstandingly, achieving 34% organic growth.
The skin health brand also thrived, with sales of €1.37 billion and organic growth of 10.6%. Eucerin became Beiersdorf’s second billion-euro brand, marking a significant milestone.
Beiersdorf’s healthcare business showed steady growth, with sales reaching €282 million and an organic growth of 6.1%, largely driven by success in the wound care category. However, its luxury and selective brands, such as La Prairie, faced challenges, especially due to unfavorable macroeconomic conditions in China. La Prairie’s sales reached €509 million, with an organic decline of 6.2%. In contrast, Chantecaille saw improvements, achieving 4.5% organic sales growth, thanks to its expansion into Asian markets, including mainland China.
Regionally, the Consumer Business segment performed as follows: Europe recorded €3.546 billion in sales with organic growth of 5.3%, the Americas generated €2.283 billion with organic growth of 7%, and the Africa/Asia/Australia region reached €2.333 billion with organic growth of 5.1%.
Innovation remained at the core of Beiersdorf’s 2024 strategy. The company made significant advancements in addressing key skin care concerns such as hyperpigmentation, aging skin, and acne. Eucerin’s Thiamidol® made notable strides in hyperpigmentation, while the launch of the Eucerin Hyaluron-Filler Epigenetic Serum marked a breakthrough in anti-aging skin care.
Looking ahead to 2025, Beiersdorf expects to maintain above-market growth. The company anticipates organic sales growth in the Consumer Business segment in the range of 4-6%, with an expected EBIT margin improvement of 50 basis points. Overall, Beiersdorf forecasts Group organic sales growth between 4-6%, with a slight increase in EBIT margin compared to 2024.
