Beiersdorf Delivers 2025 Growth Despite Ongoing Market Pressure

Beiersdorf recorded solid, if moderate, growth in fiscal year 2025 against a backdrop of continued volatility in the global skin-care market. Group sales reached approximately €9.9 billion, representing organic growth of 2.4% compared with the previous year. Earnings before interest and taxes (EBIT), excluding special items, increased to around €1.4 billion, while the EBIT margin improved slightly to 14.0%, up from 13.9% in 2024.

CEO Vincent Warnery noted that the overall skin-care category expanded more slowly in 2025, with fluctuating demand and macroeconomic uncertainty weighing on performance in several regions. Nevertheless, the company succeeded in outperforming the global skin-care market, supported by its diversified brand portfolio and disciplined cost management.

Consumer Business Remains the Main Growth Driver

The Consumer Business segment generated approximately €8.2 billion in sales, corresponding to 2.5% organic growth. Performance varied across brands and regions.

The flagship brand NIVEA reported sales of about €5.5 billion, achieving 0.9% organic growth. While the brand maintained strong positions in core categories, it faced headwinds in certain mass-market segments and competitive pressure in selected markets.

In contrast, the Derma & Health Care division delivered double-digit organic growth, driven by strong global demand for dermatological skin-care solutions. Brands such as Eucerin and Aquaphor performed particularly well, reinforcing the company’s strategic focus on science-based skin care.

The luxury segment experienced continued challenges. La Prairie posted an organic sales decline of around 4.5%, reflecting softer demand in the premium skin-care category, especially in parts of Asia.

Strategic Focus and 2026 Outlook

In response to shifting consumer behavior and regional market disparities, Beiersdorf has begun recalibrating its core brand strategies. A stronger emphasis is being placed on facial care, innovation pipelines and more localized execution in key markets including China, the United States, India, Japan and Brazil.

For 2026, the company expects organic sales growth in the Consumer Business segment to be flat to slightly positive, acknowledging that economic uncertainty and cautious consumer spending are likely to persist. Despite these external challenges, management remains confident in the company’s long-term growth trajectory, supported by continued investment in innovation and brand development.