Beiersdorf launches line extension of Nivea Creme tin

Beiersdorf is introducing the first line extension of its iconic blue tin with the launch of Nivea Creme Natural Touch. The new product responds to growing consumer demand for responsible skin care while preserving the trusted care experience of the original, the company says. The classic Nivea Creme will remain available as a separate product.

“Our goal was to create a more sustainable version of our iconic Nivea Creme that combines responsible care and proven quality while honouring the emotional connection that our consumers have with this product,” commented Christian Haensch, Beiersdorf’s general manager for Germany and Switzerland. “Nivea Creme Natural Touch is more than just a line extension; it reflects our commitment to innovation and responsibility as part of our Net Zero 2045 roadmap, showing how tradition and innovation can go hand in hand.”

The development of the new line extension is based on six years of research, 2,100 prototypes and tests involving over 10,000 consumers. “The greatest challenge was to preserve the familiar sensory experience while achieving our sustainability ambition,” said Lúcia Zanforlin Trede, lab manager Nivea Creme. “The result is a vegan cream made with 99% natural-origin ingredients and enriched with 100% oils of natural origin – including sunflower, rapeseed and shea – delivering quality, performance and a sensory experience that truly convinces.”

Officially launching in January 2026, Nivea Creme Natural Touch will be available in Germany, where Nivea Creme’s story began more than 100 years ago.