NIVEA is one of the world’s most established skincare brands, specialising in personal care products including moisturisers, body lotions, face creams, lip care, sunscreens, deodorants, body washes and men’s grooming items. Founded in 1911 in Hamburg, Germany, the brand has expanded into a global presence available in more than 160 countries and is owned by the German skincare company Beiersdorf AG. NIVEA is widely recognised for its signature blue packaging and its flagship product, NIVEA Creme, which remains one of the most identifiable moisturising creams internationally.1

The origins of NIVEA date to 1911, when Dr Oscar Troplowitz, owner of Beiersdorf, collaborated with dermatologist Professor Paul Gerson Unna and chemist Dr Isaac Lifschütz. Lifschütz had invented Eucerit, a pioneering emulsifier capable of permanently combining oil and water into a stable cream base.

Leveraging this innovation, Beiersdorf developed the first long-lasting moisturising cream, which became NIVEA Creme. The name “NIVEA” is derived from the Latin words “nix, nivis,” meaning “snow,” a reference to the cream’s pure white appearance.2

Originally sold in a yellow decorative tin, the product adopted its now-iconic blue tin in 1925, establishing one of the most enduring packaging designs in consumer goods history.2

Throughout the 20th century, NIVEA evolved from a single moisturising cream into a comprehensive skincare brand. Key milestones in its development include:

• 1911 – Launch of NIVEA Creme
• 1925 – Introduction of the iconic blue tin
• 1963 – Launch of NIVEA Milk body lotion
• 1991 – Entry into the deodorant market
• Late 1990s – Introduction of Q10 anti-aging skincare
• 2000s onward – Expansion into sun care, men’s grooming, lip care and advanced facial skincare
• 2011 – Celebration of NIVEA’s 100th anniversary1

NIVEA currently offers an extensive portfolio of skincare and personal care products across multiple categories:

Face Care

• Moisturisers
• Cleansers
• Anti-aging creams
• Serums
• Acne care
• Eye creams

Body Care

• Body lotions
• Body milk
• Body creams
• Hand creams

Sun Care

• Sunscreens
• After-sun lotions
• Sun protection sprays

Lip Care

• Lip balms
• Lip treatments

Men’s Care

• Shaving cream
• Aftershave balm
• Face wash
• Moisturisers

Deodorants

• Roll-ons
• Sprays
• Stick deodorants

Shower & Bath

• Shower gels
• Body wash
• Cream cleansers

NIVEA maintains a significant commitment to skincare research and product development. Notable innovations associated with the brand include:

• Eucerit – The original emulsifier used in NIVEA Creme
• Q10 – An ingredient incorporated into anti-aging products since the late 1990s
• Thiamidol® – Developed to address dark spots and hyperpigmentation
• EPICELLINE® – A newer ingredient utilised in selected anti-aging formulations1

NIVEA’s market positioning is characterised by several core attributes:

• Gentle skincare
• Everyday moisturising
• Family-friendly products
• Dermatological research
• Affordable premium quality
• Trust and reliability

The brand’s distinctive blue-and-white visual identity has remained consistent for nearly a century, serving as a primary element of its global recognition.

NIVEA products are distributed across Europe, Asia, Africa, North America, South America and Oceania. The company adapts numerous formulations and product lines to accommodate regional climates, skin types and consumer preferences, supported by research centres that study diverse skin needs worldwide.2

NIVEA is owned by Beiersdorf AG, a German multinational corporation founded in 1882 and headquartered in Hamburg. In addition to NIVEA, Beiersdorf’s portfolio includes several other skincare brands:

• Eucerin
• Aquaphor
• Labello (Liposan in some markets)
• La Prairie
• Chantecaille1

NIVEA and Beiersdorf have implemented various initiatives focused on environmental responsibility, including:

• Reducing plastic use in packaging
• Increasing the proportion of recycled materials
• Developing more environmentally friendly formulations
• Lowering greenhouse gas emissions
• Promoting responsible sourcing of ingredients2

With a history spanning more than 110 years, NIVEA remains one of the most recognised skincare brands globally. Its original NIVEA Creme continues to serve as a flagship product, whilst the brand has expanded into a comprehensive range of skincare and personal care solutions trusted by millions of consumers worldwide.1

1. NIVEA | Our Brands – Beiersdorf
2. NIVEA-history