NIVEA Creme Natural Touch Marks a New Chapter for Beiersdorf’s Flagship Blue Tin

NIVEA Creme Natural Touch Marks a New Chapter for Beiersdorf’s Flagship Blue Tin

(IN BRIEF) Beiersdorf has introduced NIVEA Creme Natural Touch, the first line extension of the iconic blue tin, combining the trusted care experience of the original product with a more sustainable formulation. Featuring a vegan formula and 99% natural-origin ingredients, the new cream responds to changing consumer expectations for responsible skin care without compromising performance or sensory appeal. Developed over six years with extensive consumer testing, the product reflects Beiersdorf’s Climate Care strategy and its ambition to reach Net Zero emissions by 2045. With a highly biodegradable formula and packaging made from recycled aluminium, NIVEA Creme Natural Touch represents a modern evolution of a classic product and will launch in Germany in January 2026.

(PRESS RELEASE) HAMBURG, 6-Jan-2026 — /EuropaWire/ — Beiersdorf has unveiled NIVEA Creme Natural Touch, marking the first-ever line extension of the iconic blue tin that has defined trusted skin care for more than a century. Created with a vegan formula and composed of 99% natural-origin ingredients, the new product answers growing consumer expectations for more responsible skin care while preserving the familiar care experience that has made NIVEA Creme a global household staple. The classic NIVEA Creme will continue to remain part of the brand’s core portfolio.

With this launch, Beiersdorf underscores its ambition to combine innovation with responsibility as part of its Climate Care strategy and long-term goal of achieving Net Zero emissions by 2045. NIVEA Creme Natural Touch is positioned as a contemporary evolution of a classic product, offering consumers a more sustainable option without compromising on performance, quality, or emotional connection.

“Our intention was to develop a more sustainable interpretation of our iconic NIVEA Creme while fully respecting what this product means to generations of consumers,” said Christian Haensch, General Manager for Germany and Switzerland at Beiersdorf. “NIVEA Creme Natural Touch goes beyond being a simple extension. It reflects our Net Zero 2045 roadmap and demonstrates how heritage brands can evolve responsibly without losing their identity.”

The original NIVEA Creme remains one of the most recognizable skin care products worldwide, with four tins sold every second in 2024 alone. While its timeless formula continues to resonate with consumers, expectations are shifting toward products that deliver proven care alongside stronger sustainability credentials. NIVEA Creme Natural Touch responds directly to this shift, offering a modern formulation while honoring the product’s legacy.

Consumer insights played a central role in the development of the new line. Over a six-year research period, Beiersdorf scientists created and tested 2,100 prototypes, supported by feedback from more than 10,000 consumers. According to Lúcia Zanforlin Trede, Lab Manager for NIVEA Creme, the primary challenge was retaining the familiar sensory qualities of the original product while meeting ambitious sustainability targets. The resulting formula combines 99% natural-origin ingredients with 100% oils of natural origin, including sunflower, rapeseed, and shea, delivering the performance and skin feel consumers expect.

Sustainability considerations extend beyond the formula itself. NIVEA Creme Natural Touch is 99.9% biodegradable, and the iconic tin is produced using 95% recycled aluminium, significantly reducing its environmental impact. These measures align with Beiersdorf’s broader Win with Care strategy, which focuses on delivering high-performing products while contributing positively to environmental and societal goals.

NIVEA Creme Natural Touch will officially launch in January 2026 and will initially be available in Germany, the birthplace of NIVEA Creme more than 100 years ago, reinforcing the brand’s commitment to innovation rooted in tradition.

Media Contact:

Frank Meyer
Head of External Affairs
Beiersdorf AG
Beiersdorfstraße 1-9
22529 Hamburg, Germany
Phone: +49 (0) 40 – 4909 2001

SOURCE: Beiersdorf AG