Nivea Owner Cuts Sales Forecast as Beauty Market Slows

The company’s consumer business, which includes Nivea, grew just 1.9% in the first six months of 2025, bringing in €4.33 billion. That’s well below what they were hoping for.

Their adhesive tape business (tesa) actually did better over the half-year with 3% growth, but had a rough second quarter with a 3.7% drop.

Overall, Beiersdorf made €5.19 billion in the first half, up 2.1% from last year.

What’s Going Wrong

The skincare market reached a plateau in the second quarter and hasn’t rebounded since. Beiersdorf isn’t the only one – other beauty companies are seeing similar problems.

The company is keeping its 16% profit margin, which shows they’re managing costs well even when sales are tough.

Looking Ahead

Beiersdorf says they’re not panicking. They’re still spending money on new products and expect things to improve in the second half of the year. Management believes their “innovation pipeline” will help turn things around.

For online beauty sellers, this could mean more competition as big brands like Nivea fight harder for customers. It might also signal that people are being more careful about what they spend on skincare products.

The company also releases full quarterly details this Wednesday.

Based on Beiersdorf company Press Release.