Today, Beiersdorf released its financial report of H1 of 2025. In the first half of 2025, Beiersdorf achieved a solid performance despite facing a challenging market environment marked by slower growth and a strong prior-year comparison. Supported by successful innovations, exceptional results in the Derma segment, and a strong showing from its tesa business, the group reported sales of €5.2 billion, representing organic growth of 2.1%. Operating profit (EBIT), excluding special factors, reached €836 million, corresponding to an EBIT margin of 16.1%, nearly in line with the 16.2% recorded in the same period last year.
Beiersdorf CEO Vincent Warnery acknowledged the impact of weaker-than-anticipated momentum in the global skincare market, particularly during the second quarter and into July. As a result, the company revised its full-year guidance for both the Group and the Consumer Business Segment. However, Warnery expressed confidence that the business would accelerate in the second half of the year, driven by a strong innovation pipeline. Notably, the NIVEA brand is expected to benefit from the launch of the NIVEA Cellular Epigenetics Rejuvenating Serum, which features the breakthrough anti-aging ingredient Epicelline®. The product is anticipated to reinvigorate NIVEA’s growth in the coming months.
Beiersdorf’s Consumer Business Segment reported organic sales growth of 1.9% in the first half of 2025. Nominal sales remained stable year-over-year at €4.3 billion. EBIT for the segment reached €691 million, compared to €688 million in the prior-year period, with the EBIT margin edging up to 16.0%.
Despite the innovation momentum, NIVEA’s performance lagged expectations due to a high comparison base and broader macroeconomic uncertainties affecting mass-market growth. The brand achieved sales of €2.92 billion, grew organically by 1.0%, while nominal sales declined by 1.2% to €2.921 billion. Beiersdorf expects NIVEA’s performance to improve in the second half with the roll-out of several new products, including the Epigenetics Serum, LUMINOUS630® Skin Glow range, and the Derma Control antiperspirant line.
The Derma segment, which includes the Eucerin and Aquaphor brands, stood out as a key growth engine. In a generally slower derma market, the segment achieved €790 million with impressive organic growth of 12.2%, nominal sales increasing by 10.5%. The success of the Eucerin Epigenetic Serum featuring Epicelline® played a major role in this result, having secured the number-one anti-aging product position in key markets such as Germany, Mexico, and Brazil. Beiersdorf also expanded its derma business into new “white space” markets during the first six months of the year.
In contrast, the luxury skincare brand La Prairie continued to struggle. It posted a 10.7% decline in organic sales, with nominal revenues falling 10.8% to €243 million. However, the second quarter showed signs of recovery, narrowing the sales decline to 1.5% compared to a 17.5% drop in the first quarter. In China, La Prairie returned to growth, driven by a 36% surge in e-commerce sales and an overall 3% rise in the region.
Given increasing market volatility and economic uncertainty, Beiersdorf adjusted its outlook for the full year of 2025. For the Consumer Business Segment, the company now expects organic sales growth of 3–4%, down from the previous forecast of 4–6%. Despite this adjustment, Beiersdorf will maintain its strategic marketing investments to support the launch of key innovations. As a result, the EBIT margin is now expected to increase by 20 basis points over the 2024 level, rather than the previously projected 50 basis points. In 2024, the Consumer segment EBIT margin stood at 13.4%.
At the Group level, Beiersdorf now anticipates organic sales growth of around 3% for the full year, down from the previous estimate of 4–6%. The consolidated EBIT margin, excluding special factors, is expected to be slightly above the 13.9% recorded in 2024.
