Beiersdorf Says No Plan Currently to Raise La Prairie Prices in U.S

By Ulrike Dauer

Beiersdorf could raise prices on some products exported to the U.S. from Europe in light of tariffs but for now doesn't plan to increase prices on La Prairie products, its cosmetics brand based in Switzerland.

Chief Executive Vincent Warnery wants to see how negotiations between Switzerland and the U.S. develop and what competitors do before considering increases for La Prairie, he said on Thursday in a conference call on third-quarter results.

The German personal-care product company, whose brands include Nivea and Eucerin, had increased La Prairie's U.S. inventories before negotiations between the U.S. and Switzerland failed. The U.S. decision to impose duties of 39% on goods imported from Switzerland have created a difficult situation, Warnery said.

Beiersdorf nevertheless ruled out producing La Prairie products in the U.S. Warnery noted that La Prairie accounts for a relatively small portion of group sales, currently just under 6% of consumer segment sales, according to the nine-month financial report.

Beiersdorf's other brands bound for the U.S. are largely produced there or in Mexico. The small portion produced in Europe is subject to U.S. import tariffs of 15%. According to Warnery, this could lead to minor price increases.

Beiersdorf lowered its 2025 sales guidance on Thursday in part due to a weak market for skincare prodcuts that weighed on third-quarter sales. Third-quarter sales rose 1.7% on an organic basis but fell 0.9% nominally.

It now expects sales to grow organically by 2.5% this year compared with 2024, down from a previous target of around 3% growth.

Write to Ulrike Dauer at ulrike.dauer@wsj.com

(END) Dow Jones Newswires

October 23, 2025 09:40 ET (13:40 GMT)