Beiersdorf, the parent company of Nivea, has reported impressive sales growth despite facing challenges in the luxury skincare market, particularly in China. In the first half of 2024, the company saw a 7.1 percent organic sales increase, significantly propelled by a double-digit percentage growth in its flagship skincare brand, Nivea.

CEO Vincent Warnery noted that Nivea’s robust performance was a shining beacon amidst the ongoing pressure in the luxury segment, stating, “These positive results more than offset the recurring headwinds in the challenging luxury market.” This indicates the brand’s resilience and adaptability in a volatile environment.

Beiersdorf’s overall sales reached 5.2 billion euros ($5.7 billion), up from 4.9 billion euros in the same period last year. The Nivea and Derma brands posted sales increases of 11.1% and 8.3%, respectively. In contrast, Beiersdorf’s luxury brand, La Prairie, saw a 7 percent decline in sales, primarily linked to a downturn in China’s luxury skincare sector.

Despite the luxury market’s unpredictability, Beiersdorf has maintained its sales forecast for 2024, projecting a growth rate between 6% and 8%. The resilience of its core brands, bolstered by strategic marketing and product offerings, showcases how traditional brand strength can prevail even in challenging times.