Beiersdorf Revises Projections Following Skincare Market Deceleration

Beiersdorf cuts its forecasts. The German cosmetics group, owner of brands such as Nivea and Eucerin, has cut its forecasts for organic sales growth to 0.5% and up to 1.5% in the consumer segment by 2025, as a result of the decline in sales of skin care products.

The company’s sales in the third quarter of 2025, however, stood at €2.35 billion, up 1.7% year-on-year. In response to the slowdown, the company’s shares on the Frankfurt stock exchange have fallen by as much as 25% so far this year amid U.S. import tariff pressures.

At a time when investment firms are anticipating a downturn in the global cosmetics business, major international luxury groups are also divesting their skin care divisions. In recent days, Kering confirmed the sale of its cosmetics line, which includes Gucci, Bottega Veneta, Balenciaga and McQueen, to the French company L’Oréal, in a transaction worth 4 billion euros.

Following in its footsteps, the LVMH group could be in talks to divest half of Fenty Beauty, the company it has half-owned with singer Rihana.

Beiersdorf has suffered from La Prairie’s 7.2% drop in sales

Beiersdorf, which is headquartered in German city of Hamburg, has adjusted its forecast with a stable ebit margin, up from 13.9% in the previous year.

By brand, Derma’s sales increase stands out, at 12.3%, followed by Health Care, with 8.8%, and in contrast to the group’s biggest loss, accumulated by La Prairie, with 7.2% less than in the third quarter of 2024. Nivea is the brand with the lowest growth in this period, at 0.6%.

By territory, group sales for the first nine months of this year totaled €7.54 billion. Europe led the cosmetics giant’s sales with a turnover of €3.38 billion, followed by the United States, the company’s second largest market, with €2.25 billion. The block formed by Africa, Asia and Australia accumulated €1.9 billion in the company.