Beiersdorf AG reported a steady performance for the third quarter of 2025, as the German beauty and skincare giant revised its full-year guidance downward due to a continued slowdown in the global skincare market.
The company now expects around 2.5% organic sales growth for its consumer business in 2025, down from its previous 3% forecast, citing weaker demand in emerging markets. “We saw a further deceleration of the skin care market in the third quarter of 2025, especially in emerging markets,” said CEO Vincent Warnery.
For the third quarter ended September 30, Beiersdorf posted €2.35 billion in sales, down 0.9% on a reported basis and up 1.7% like-for-like. In the first nine months of the year, the company’s total sales reached €7.54 billion, representing a 0.1% decline on a reported basis and 2% growth in like-for-like terms.
The Consumer Business Segment recorded 2.0% organic sales growth in the first nine months of 2025, with nominal sales remaining stable at €6.3 billion.
Beiersdorf’s flagship brand NIVEA achieved 0.6% organic sales growth, reflecting the ongoing softness in the mass skincare market, particularly in Latin America and Eastern Europe. To strengthen NIVEA’s long-term performance, the brand initiated a targeted portfolio adjustment focused on expanding its presence across all skincare categories and reinforcing high-potential segments such as Deodorant, while Face Care continues to play a central role.
NIVEA’s innovation-driven strategy is already showing results. The NIVEA Cellular Epigenetics Serum with Epicelline®, launched globally in September, has been met with strong consumer reception. That same month, NIVEA recorded 7.8% organic sales growth, signaling a clear upward trend, supported by the success of the new NIVEA Derma Control antiperspirant line.
The Derma portfolio—comprising Eucerin and Aquaphor—continued its strong trajectory, with 12.3% organic sales growth in the first nine months despite a challenging comparison base. The Eucerin Epigenetic Serum with Epicelline® remained a standout performer one year after launch, while Eucerin Face achieved an impressive 56% organic growth in North America in the third quarter, driven by the success of the Eucerin Radiant Tone range with Thiamidol®.
Beiersdorf’s luxury brand La Prairie faced headwinds earlier in the year, recording a 7.2% decline in organic sales for the first nine months, but returned to growth in the third quarter with 1.6% organic sales growth. China remained a key driver, with 3% growth in Q3 supported by strong e-commerce momentum. As part of its expansion strategy, La Prairie entered India through an exclusive launch on the beauty platform Nykaa, extending its global luxury footprint.
While Beiersdorf faces a challenging external environment, its innovation-led strategy and focused portfolio rebalancing are laying the groundwork for sustainable long-term growth. “By broadening our skin care focus and reinforcing deodorants as a strategic growth pillar, we are strengthening NIVEA’s position for long-term success,” said Warnery.
Analysts remain cautiously optimistic. Jefferies analyst David Hayes noted that NIVEA’s recent uptick—+8% in September—was encouraging but offset earlier weakness, highlighting the need for continued strategic refinement.
