Beiersdorf Appointed New Southern Europe Leaders
The company has named Sara Lupi and Valerie Kruck to key leadership roles within its Southern Europe division.
Updated on Oct. 14, 2026 in People
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Beiersdorf has announced the appointments of Sara Lupi and Valerie Kruck to new strategic positions in Southern Europe. These leadership changes are intended to support business development in the region and focus on cultivating internal talent.
Why it matters
The appointments reflect Beiersdorf's broader organizational strategy to utilize experienced leadership to drive expansion and operational growth in key European markets. This move aligns with the firm's ongoing effort to nurture internal expertise among its global workforce.
Beiersdorf reported 2025 revenue of €9.9 billion alongside an operating EBIT of €1.4 billion. The global firm currently maintains a workforce of more than 22,000 employees.
The players
Sara Lupi
She is a leadership executive at Beiersdorf who manages luxury activities and business support services.
Valerie Kruck
She is the new HR director for Southern Europe and a longtime employee who previously led global talent acquisition.
Beiersdorf
Based in Hamburg, this international company is a major manufacturer of personal care and skin care products.
The details
Sara Lupi will now oversee luxury activities for La Prairie and Chantecaille while maintaining her previous responsibilities for business support services and the CEO office. Valerie Kruck, who has been with the firm since 2017, transitions from her role as global head of talent acquisition to become the HR director for Southern Europe.
Timeline
Valerie Kruck joined the Beiersdorf group in 2017.
Valerie Kruck served as global head of social commitments from 2021 to 2024.
Valerie Kruck led talent acquisition from June 2025 to August 2026.
Beiersdorf concluded its 2025 fiscal year.
The leadership appointments were announced on October 14, 2026.
Market Landscape
These appointments follow the pattern set by Beiersdorf's 2025 internal talent development strategy. This focus on internal mobility aims to strengthen the company's competitive standing against rival beauty conglomerates by retaining institutional knowledge.
For customers, these leadership changes signal a continuity of strategy for luxury brands like La Prairie and Chantecaille. The focus on internal HR leadership suggests an emphasis on maintaining corporate culture and operational stability for the firm's global consumer base.
The takeaway
Companies often prioritize internal promotions to ensure consistent brand management during regional expansions. Recognizing these leadership shifts can help stakeholders understand how firms like Beiersdorf plan to sustain performance across diverse market segments.
Further reading
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