Beiersdorf Launches Eucerin Skincare Brand in Japan

The German personal care group Beiersdorf has officially introduced its dermatological skincare brand Eucerin to the Japanese market, marking a strategic move to strengthen its presence in one of the world’s most advanced and demanding skincare arenas.

Japan, the third-largest cosmetics market globally, is renowned for its discerning consumers, high quality standards, and strong appetite for innovation. To address these specific market expectations, Nivea Kao Co., Ltd.—the long-standing joint venture established in 1971 between Beiersdorf AG and Japan’s Kao Corporation—has developed an exclusive premium product line tailored specifically for Japanese consumers.

The newly launched anti-aging range, named Eucerin Hari Filler, has been designed to meet local skincare needs. Its formulation combines dermatological science with the refined sensory experience highly valued in Japan. At the heart of the range is Bakuchiol EX, featuring 99% pure bakuchiol, an active ingredient derived from the seeds of an Asian plant. Known for stimulating skin cell activity, bakuchiol offers excellent tolerability and is suitable for all skin types.

In line with Japanese consumer habits and sustainability values, the products are packaged using recycled plastic and feature refillable components.

“Introducing Eucerin to Japan represents a significant milestone in Beiersdorf’s growth journey,” said Vincent Warnery, CEO of Beiersdorf. “The Japanese market places exceptional importance on quality, efficacy, and innovation—values that are deeply embedded in the Eucerin brand. By entering one of the world’s most sophisticated skincare markets, we are addressing an unmet need while reinforcing our ambition to lead globally through innovation and dermatological expertise.”

Burcu Andreae-Nehlsen, President of Dermatology and Health Care at Beiersdorf, added: “Eucerin stands for the transformative power of skincare. Bringing the brand to Japan underscores our commitment to science-based, clinically proven solutions and reflects our ambition to unlock new growth opportunities within our dermatological business.”