Today (April 15), Beiersdorf released its Q1 2025 (January 1–March 31, 2025) financial results. According to the financial report, Beiersdorf maintained its growth momentum, reaching €2.7 billion in sales in the first quarter, with organic growth of 3.6%.
It is understood that Beiersdorf currently includes two main segments: the Consumer Business Segment and the TESA Segment. Among them, the Consumer Business Segment, benefiting from the success of the skincare business, achieved sales of €2.3 billion, with organic growth of 2.3%; the Industrial Adhesives TESA Segment recorded a year-over-year sales increase of 10.7%, reaching €441 million.
By region, the European market achieved sales of €1.198 billion, with organic growth of 1.3%; the American market achieved sales of €684 million, with organic growth of 3.5%; the Africa/Asia/Australia market achieved sales of €809 million, with organic growth of 7.4%.
Beiersdorf CEO Vincent Warnery stated in the financial report: “In a constantly evolving market environment, Beiersdorf’s performance in the first quarter of 2025 fully met our expectations. This is thanks to our continued efforts to expand into white space and achieve breakthrough innovations. In addition, we are reorganizing our operations in the Chinese market to lay the foundation for future growth. Excluding the impact of the proactive measures we have taken in this key market, the quarterly results of our Consumer Business Segment met our expectations. Meanwhile, the TESA segment, driven by its outstanding performance in the electronics business, delivered a strong start compared to its sluggish performance in Q1 2024. Looking ahead to this year, we confirm that our 2025 performance will achieve sustainable growth.”
By brand, in the first quarter of 2025, the core brand NIVEA achieved 2.5% organic growth. According to the report, this performance was mainly influenced by two factors: first, a high comparison base due to 12.6% growth in Q1 2024; second, strategic repositioning in the Chinese market, focusing on the development of premium products, skincare, and e-commerce. Meanwhile, NIVEA achieved double-digit sales growth in North America and also performed strongly in the global skincare category.
The Derma brand portfolio, including Eucerin and Aquaphor, achieved 11.4% organic sales growth. The key growth driver was double-digit sales growth in emerging markets, thanks to the launch of Beiersdorf’s breakthrough innovation product Epicelline® in over 15 countries and its further expansion into white space markets. In addition, the Derma business achieved double-digit growth once again in North America. It is reported that only one year after the successful launch of Eucerin facial care products in the U.S., Eucerin has introduced five new products based on Thiamidol.
The luxury brand La Prairie saw its sales decline by 17.5% year-over-year from January to March, making it the only brand in the group showing a downward trend, whereas it achieved growth in the same period last year. According to the financial report, La Prairie continued to face headwinds in the travel retail business amid the challenging environment in the Chinese market. However, Beiersdorf has responded accordingly, including significantly reducing inventory in areas such as Hainan.
Chantecaille’s growth was in line with expectations, achieving impressive organic sales growth of 15.9%. This was driven by its promotion in mainland China and successful expansion in Asia.
In addition, e-commerce, one of Beiersdorf’s key areas of focus for the future, also achieved positive results in the first three months of this year, particularly in the Chinese market where sales achieved very strong double-digit growth of 24%.
Beiersdorf stated in the financial report that although first-quarter performance fully met company expectations, the ongoing uncertainty in the global economy continues to pose challenges to consumer confidence and business operations, especially in the short term.
Looking ahead, Beiersdorf expects the organic sales growth rate of the group for fiscal year 2025 to be between 4–6%, and the EBIT margin (excluding special factors) is expected to be slightly higher than last year. Among this, Beiersdorf maintains its expectation of 4–6% organic sales growth for the Consumer Business Segment in full-year 2025, and confirms that the EBIT margin (excluding special factors) for the Consumer Business Segment is expected to be 50 basis points higher than last year.
