Beiersdorf Sales Declined as NIVEA Brand Stumbled
The company reported a sales drop for NIVEA and Labello in the first half of 2026 despite growth in its Derma division.
Updated on Oct. 9, 2026 in Business Strategy
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Beiersdorf recorded a 6.8% organic sales decline for its NIVEA and Labello brands during the first half of 2026, totaling €2.703 billion. The firm is now launching an 18-month turnaround plan to stabilize the portfolio.
Why it matters
The company is recalibrating its strategy after facing commercial disputes and inventory reductions that hampered performance. A planned €100 million investment in the second half of 2026 aims to re-energize consumer-facing operations.
The Eucerin and Aquaphor division grew 7.8% organically during the first half of 2026. Meanwhile, Beiersdorf expects a group EBIT margin of at least 11.8% for the full year.
The players
Beiersdorf
This German personal-care company owns brands including NIVEA, Eucerin, and Aquaphor.
NIVEA
This international personal-care brand focuses on skin and body care products.
Eucerin
This dermatological skincare brand is a key division within Beiersdorf's portfolio.
Aquaphor
This skincare brand specializes in healing ointments and recently expanded into the body lotion market.
The details
Beiersdorf is shifting its NIVEA strategy to focus on more affordable product segments while expanding Aquaphor's reach in the body lotion market. The firm previously saw significant momentum in its Derma business, with sales in Brazil and China growing 71% and 62% respectively during the second quarter.
Timeline
NIVEA and Labello organic sales declined 6.8% in the first half of 2026.
Derma sales grew 71% in Brazil and 62% in China during the second quarter of 2026.
Aquaphor launched a new line of body lotions and creams in July 2026.
Beiersdorf will increase consumer-facing investment by €100 million in the second half of 2026.
Nationwide distribution of the new Aquaphor range in U.S. stores is expected by the end of 2026.
Market Landscape
The company's performance gap mirrors the broader industry trend where specialized dermatological brands are capturing market share from traditional mass-market skincare. This bifurcation highlights the ongoing competition for consumer loyalty between legacy household names and premium science-led offerings.
Consumers may notice a shift toward more budget-friendly NIVEA products in stores as the company reorganizes its pricing segments. Additionally, shoppers should see the new Aquaphor body lotion and cream line appearing in more U.S. retail locations through the end of 2026.
The takeaway
Beiersdorf is attempting to stabilize its core NIVEA business by pivoting toward more accessible price points after a difficult first half of 2026. Investors and shoppers alike will be watching to see if this dual-track strategy of mass-market repositioning and dermatological expansion proves successful.
Further reading
For more on shifts in corporate strategy, read the latest analysis in Business Strategy.
Source note: This article includes information reported by Merca2.0 Magazine.
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