Beiersdorf
German multinational personal-care and adhesive-products company best known for NIVEA and its portfolio of skin-care brands.
Last updated November 4, 2026
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Overview
Beiersdorf AG is a German multinational consumer-goods company headquartered in Hamburg. Its principal business is skin care, supported by a second business focused on self-adhesive products and systems through the Tesa organization. The company traces its origin to pharmacist Paul Carl Beiersdorf, whose 1882 patent for manufacturing coated plasters is generally treated as the founding event. In 1890, the business was acquired by Oscar Troplowitz, under whose leadership it developed from a small pharmaceutical operation into an international branded-products company. Beiersdorf's best-known brand is NIVEA, whose blue-and-white cream tin became one of the most recognizable designs in mass-market skin care. The company also owns or operates brands including Eucerin, Aquaphor, La Prairie, Chantecaille, Hansaplast, Elastoplast, Labello, 8x4, Florena, Coppertone and Tesa. Its portfolio spans facial and body care, sun protection, deodorants, lip care, baby care, wound care, dermatological products, premium skin care and industrial or professional adhesive applications. Some brands have different names or ownership arrangements in particular markets, reflecting the company's long history of local subsidiaries and trademark rights. Scientific development has been central to Beiersdorf's identity. Collaboration among Troplowitz, dermatologist Paul Gerson Unna and chemist Isaak Lifschütz led to the use of Eucerit, an emulsifier that enabled a stable water-and-oil cream. This work supported the launch of NIVEA Crème in 1911. Earlier and later innovations included Labello lip care, Hansaplast wound-care products and Tesa adhesive technologies. Beiersdorf subsequently built research capabilities in Hamburg and regional centers intended to adapt products to local consumer and dermatological needs. The company expanded internationally during the early twentieth century, but the Second World War severely disrupted its operations. Production facilities and administration buildings in Hamburg were damaged, many foreign subsidiaries were expropriated, and trademark rights for NIVEA were lost in several markets. Postwar growth therefore involved both rebuilding the business and recovering or reacquiring brand rights. By the late 1990s, most of Beiersdorf's revenue was generated outside Germany, and the group had developed a broad international affiliate network. Beiersdorf has reorganized its activities several times. A divisional structure introduced in 1974 separated cosmetics, medical, pharmaceutical and Tesa activities. During the late 1980s, the business was concentrated around skin care, adhesive technologies and wound management. Tesa became an independent business segment in 2001, while the wound-care and medical activities were partly reshaped through transactions involving BSN Medical. The company also created Beiersdorf Shared Services in 2002 to consolidate internal technology and accounting functions. Although Beiersdorf is listed, it is controlled by Maxingvest AG, the holding company associated with the Herz family and the Tchibo group. A takeover approach by Procter & Gamble in 2003 did not proceed, and subsequent ownership restructuring preserved Beiersdorf's Hamburg base. In more recent years, the company has expanded through premium and natural skin-care acquisitions, including Stop the Water While Using Me and Chantecaille. It remains an active international skin-care group, combining high-volume consumer brands such as NIVEA with dermatological, premium and adhesive-product businesses.
History
Beiersdorf began in Hamburg in 1882, when pharmacist Paul Carl Beiersdorf received a patent connected with the manufacture of coated plasters. Oscar Troplowitz purchased the business in 1890 and expanded production, distribution and scientific collaboration. Working with dermatologist Paul Gerson Unna and chemist Isaak Lifschütz, the company benefited from Eucerit, an emulsifier that made stable cosmetic emulsions possible. This development supported the introduction of NIVEA Crème in December 1911. Labello, launched in 1909, established an early specialist lip-care franchise, while Hansaplast followed in 1922. The business grew from a small enterprise into an international manufacturer during the early twentieth century. A new Hamburg site acquired in 1892 enabled greater mechanization, and employment rose substantially before the First World War. Beiersdorf was incorporated as P. Beiersdorf & Co. AG in 1922, and its shares were listed on the Hamburg Stock Exchange in 1928. NIVEA's distinctive blue-and-white packaging was introduced in 1925. During the 1930s, the portfolio broadened into products such as shaving cream and shampoo. Tesa was established as an umbrella brand for adhesive technologies in 1936, later becoming a major business in its own right. The Nazi period and the Second World War caused major disruption. Jewish board members, including chairman Willy Jacobsohn, were forced out under political pressure. Elly Heuss-Knapp, who worked as a freelance advertising specialist for Beiersdorf, helped keep NIVEA advertising comparatively separate from Nazi ideological messaging. War damage affected the Hamburg facilities, while foreign subsidiaries were expropriated and trademark rights were lost in a number of countries. Rebuilding after 1945 therefore required both physical reconstruction and a long program of recovering international brand ownership. The company reported turnover of 30 million Deutsche Mark in 1949. Postwar growth restored Beiersdorf's international reach. The first 8x4 deodorant soap appeared in 1951, establishing the 8x4 name. By 1972, the company employed more than 10,000 people worldwide. A divisional organization introduced in 1974 separated cosmetics, medical, pharmaceutical and Tesa activities. During the late 1980s, management focused the group on three broad areas: skin care, adhesive technologies and wound management. NIVEA's range expanded into sun care, anti-ageing products and baby care, while Tesa developed a wider set of adhesive products. Trademark recovery was particularly important during the 1990s. Beiersdorf reacquired rights in markets including Great Britain, Australia and South Africa, and in 1997 obtained the final outstanding rights through a majority investment in the Polish company Beiersdorf-Lechia, now associated with Nivea Polska. By the end of the decade, international markets generated the majority of group sales. The modern structure took shape in the early 2000s. Tesa became an independent Beiersdorf business segment in 2001. That year Beiersdorf also formed BSN Medical with Smith & Nephew for surgical dressings, orthopaedics and phlebology; BSN Medical was sold to Montagu Private Equity in 2006. Beiersdorf Shared Services was established in 2002 to centralize selected information-technology and accounting functions. A proposed Procter & Gamble takeover in 2003 failed to proceed, after which the ownership structure was reorganized around the Herz family's holding interests, Hamburg public-sector interests and other shareholders. Beiersdorf later joined the DAX in 2008. The group has continued to develop both its geographic footprint and brand portfolio. It opened NIVEA Haus retail locations beginning in Hamburg in 2006, expanded production and research activity in India, and maintained research facilities in Hamburg, Wuhan and Silao. Acquisitions in the 2020s included Stop the Water While Using Me and Chantecaille, although the former was subsequently discontinued. Beiersdorf today combines a large global consumer skin-care business with dermatological and premium brands and the separate Tesa adhesive-products operation.
- 2022
Chantecaille acquisition completed
[1]The company completed its acquisition of luxury skin-care brand Chantecaille.
- 2020
Stop the Water While Using Me acquired
[1]Beiersdorf acquired the natural-cosmetics brand Stop the Water While Using Me.
- 2008
Joined the DAX
[1]Beiersdorf began trading in the DAX on 22 December 2008.
- 2006
First NIVEA Haus opens
[1]Beiersdorf opened its first NIVEA Haus retail concept store in Hamburg.
- 2002
Beiersdorf Shared Services established
[1]The company consolidated selected internal IT and accounting activities in a shared-services organization.
- 2001
Tesa becomes an independent segment
[1]Tesa was established as an independent unit within Beiersdorf focused on adhesive products and systems.
- 2001
BSN Medical joint venture formed
[1]Beiersdorf and Smith & Nephew created BSN Medical for surgical dressings, orthopaedics and phlebology.
- 1997
Final major NIVEA trademark rights recovered
[1]Beiersdorf acquired a majority stake in Beiersdorf-Lechia in Poland, completing recovery of its remaining major trademark rights.
- 1974
Divisional organization introduced
[1]Operations were divided into cosmetics, medical, pharmaceutical and Tesa activities.
- 1951
8x4 origins
[1]The company introduced its first deodorant soap, which became the basis of the 8x4 brand.
Products and positioning
A science-led international skin-care group spanning mass-market, dermatological, premium and luxury segments, with a separate adhesive-products business.
Mass-market skin care · 1911
NIVEA
Beiersdorf's leading global consumer skin-care brand, NIVEA covers face and body care, creams, lotions, sun protection, deodorants, baby care and anti-ageing products. NIVEA Crème, introduced in 1911, is the portfolio's historic foundation. The brand is positioned for broad international reach and everyday skin-care use.
Dermatological skin care
Eucerin
Eucerin is Beiersdorf's dermatological skin-care brand, offering products aimed at concerns such as dryness, sensitive skin, pigmentation and ageing. Its heritage is linked to Eucerit, the emulsifier used in the development of NIVEA Crème. The brand is marketed through a science- and dermatology-oriented proposition.
Dermatological skin care
Aquaphor
Aquaphor is a protective skin-care brand associated with ointments and barrier-support products for dry, irritated or compromised skin. It serves a more specialized dermatological role than Beiersdorf's mass-market moisturizing brands.
Luxury skin care
La Prairie
La Prairie is Beiersdorf's luxury skin-care brand. It occupies the premium end of the portfolio and is associated with high-priced facial and anti-ageing treatments, luxury retail and a science-led prestige positioning.
Luxury beauty
Chantecaille
Chantecaille is a luxury beauty and skin-care brand acquired by Beiersdorf in 2022. Its addition expanded the group's presence in prestige beauty and complemented the existing La Prairie business.
Wound care · 1922
Hansaplast
Hansaplast is Beiersdorf's wound-care brand, offering adhesive plasters and related first-aid products. It was introduced in 1922 and forms part of the company's long-standing medical and consumer-health heritage.
Lip care · 1909
Labello
Labello is a specialist lip-care brand launched in 1909. Its range is built around lip balms and protective treatments and has been distributed internationally for more than a century.
Self-adhesive products · 1936
Tesa
Tesa is Beiersdorf's adhesive-products business. It develops self-adhesive tapes, systems and solutions for consumers, tradespeople and industrial customers. Tesa was created as an umbrella brand in 1936 and became an independent Beiersdorf segment in 2001.
Controversies
Marketing campaigns
- NIVEA advertising and brand communication
Global
NIVEA's long-running communication has emphasized accessible skin care, family use and recognizable blue-and-white brand assets. During the Nazi period, freelance advertiser Elly Heuss-Knapp worked on important NIVEA advertising and sought to keep its messages free of Nazi ideology.
Outcome. Supported the development of NIVEA into Beiersdorf's principal international consumer brand.
Brand decisions
2022
Acquire ChantecailleM&ABackground
Beiersdorf wanted to strengthen its position in luxury and prestige skin care.
Action taken
Beiersdorf completed the acquisition of Chantecaille.
Aftermath
Chantecaille joined La Prairie as a luxury-oriented addition to the group's skin-care portfolio.
2020
Acquire Stop the Water While Using MeM&ABackground
Beiersdorf sought to expand its natural-cosmetics and sustainability-oriented portfolio.
Action taken
The company acquired Stop the Water While Using Me.
Aftermath
The brand was later discontinued in 2023.
2006
Launch NIVEA Haus retail conceptStrategyBackground
Beiersdorf sought to create branded physical retail experiences around its flagship skin-care brand.
Action taken
The first NIVEA Haus opened in Hamburg, followed by additional locations.
Aftermath
NIVEA gained a dedicated retail and brand-experience format in selected cities.
2003
Reject proposed Procter & Gamble takeoverM&ABackground
Procter & Gamble pursued a takeover approach while Beiersdorf had substantial shareholders including Allianz and the Herz family interests.
Action taken
The proposed takeover did not proceed. A subsequent ownership restructuring increased the Herz family's stake and supported the continuation of Beiersdorf's Hamburg headquarters.
Aftermath
Beiersdorf remained an independent listed company controlled by interests associated with Maxingvest and Tchibo.
2001
Create Tesa as an independent business segmentStrategyBackground
Beiersdorf had developed adhesive technologies under the Tesa umbrella brand while also operating consumer skin-care and wound-care activities.
Action taken
The company established Tesa as an independent unit focused on self-adhesive products and systems.
Aftermath
Tesa became one of Beiersdorf's two principal business segments alongside consumer skin care.
Recent events
- Unconfirmed
Reported
Watsons launches more than 1,600 Sustainable Choices products[3]
Watsons launched more than 1,600 “Sustainable Choices” products in stores and online, in collaboration with global supplier partners.
Beiersdorf and Tmall TMIC sign strategic partnership[4]
Beiersdorf and Tmall’s New Product Innovation Center signed a strategic partnership to jointly build an innovation factory and develop new products through supply-chain collaboration.
Reported
SABIC and Beiersdorf partner on renewable cosmetics packaging[5]
SABIC announced that Beiersdorf will use certified renewable polypropylene from SABIC’s Trucircle portfolio in cosmetics packaging; the new packaging products are planned for market introduction in 2021.
Reported
Beiersdorf acquires Stop The Water While Using Me![6]
Beiersdorf acquired the natural cosmetics brand Stop The Water While Using Me!, which joined the Beiersdorf brand family in February 2020. The brand was to continue operating as an independent business.
- Unconfirmed
Beiersdorf acquires stake in LYCL[7]
Beiersdorf announced it had acquired a partial equity stake in South Korean skincare company LYCL, becoming its second-largest shareholder; the financial details were not disclosed.
Sources7 sources
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