Nivea Maker Beiersdorf Again Trims 2025 Views on Fading Demand
By Joshua Kirby
Nivea maker Beiersdorf again lowered its sales guidance for 2025, pointing to a weak market for consumer cosmetics that weighed on third-quarter sales.
The German group now expects sales to grow by just 2.5% this year compared with 2024, lowering a previous target of around 3% growth. That marks the second time since the start of 2025 that Beiersdorf has cut its guidance for growth over the year, which it originally expected to come in at between 4% and 6%, adjusted for currency effects. The group's operating margin should rise "slightly" from last year's level of 13.9%, Beiersdorf said.
That gloomier view comes after sales in the three months through September dropped 0.9%, dragged by lackluster demand for products including the group's key Nivea range of hand creams, deodorants and other personal-care products. Nivea sales dropped 2.6% over the quarter to 1.31 billion euros ($1.52 billion).
"We saw a further deceleration of the skincare market in the third quarter of 2025, especially in emerging markets," Chief Executive Vincent Warnery said. The company is focusing on adjusting Nivea's portfolio of products, with promising early results, it said.
"Our strategy for Nivea remains on track," Warnery said.
Write to Joshua Kirby at joshua.kirby@wsj.com; @joshualeokirby
(END) Dow Jones Newswires
October 23, 2025 02:14 ET (06:14 GMT)
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