THE WHAT? Beiersdorf reported lower first-half 2026 sales amid continued pressure on NIVEA, while its Derma portfolio continued to outperform the market, prompting the company to launch an 18-month turnaround plan for its flagship brand.
THE DETAILS Group sales declined 3.5% organically to €5.0 billion during the first half of 2026, while Consumer sales fell 4.0%. Despite the weaker overall performance, Derma brands Eucerin and Aquaphor delivered organic sales growth of 7.8%, supported by innovation, including Epicelline® and Thiamidol®, and expansion across North America, Brazil and China. La Prairie returned to growth in the second quarter following temporary retail disruption, while Health Care brands Hansaplast and Elastoplast grew 4.0%. NIVEA recorded an organic sales decline of 6.8%, reflecting customer conflicts, delayed seasonal demand, trade destocking and continued weakness across parts of its core portfolio. In response, Beiersdorf has launched an 18-month turnaround programme focused on accelerating innovation, improving affordability and accessibility, increasing locally tailored products and investing an additional €100 million in consumer-facing marketing during the second half of 2026. The company also revised its full-year outlook, now expecting a low-single-digit organic sales decline while maintaining its ambition to return to sales growth in 2027 and profitable growth from 2028.
THE WHY? The results demonstrate the resilience of Beiersdorf’s premium Derma business while highlighting the strategic importance of restoring growth at NIVEA, the company’s largest brand, through increased investment, innovation and portfolio rebalancing.
Source: Beiersdorf
