Nivea, skincare since 1911
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Introduction
Nivea is the brand we all identify with skincare. Millions of people around the world trust the Nivea brand. Since its inception, Nivea has focused its research on the different care needs of our skin. Our culture, gender, age and sun exposure are some factors that Nivea takes into account when creating innovative products.
Considered a reference for many years, Nivea has managed to win the family’s approval. In fact, it is a brand that, although located in the world of cosmetics, has that endearing pleasure to share shelves and shelves of all homes. Nivea is a good fit, it’s a fact.
And in truth, at least in my case, I have shared beautiful moments with Nivea. I would say that he was part of the family. Who doesn’t remember their famous beach ball? I think that all of us, at some point in our childhood or adolescence , have enjoyed his iconic blue ball on the beach. So, the cream was part of that little ritual that we all had by the sea. And Nivea was already there, taking care of our skin and allowing moments of play.
This article aims to learn more about the Nivea brand, and also our skin and how to care for it.
Different containers of Nivea cream, from 1924 to 2010. Image: Wikipedia.
History and evolution
Nivea is one of the registered trademarks of the German company Beiersdorf AG. Well, not one of the brands, the big brand, on which this great company rests.
First of all, even before the beginning of Nivea’s story, he had to invent something completely different: the Eucerit. Eucerit is an emulsifier that combines water and oil to create a stable and refined blend. Developed in 1911 by Dr. Isaac Lifschütz, through a colleague, Dr. Paul Gerson Unna, it was introduced to Dr. Oscar Troplowitz, chemist and co-founder of the Beiesdorf company who, immediately, discovered that Eucerit was the perfect basis for a cosmetic skin cream.
- 1911. This is how Nivea Creme was born, which received this name thanks to the Latin origin of the words “nix” and “nivis”, by which we could translate Nivea as “Snow White”. Considered “the mother of all creams”, it quickly expanded its range to talcum powder, soap and hair milk.
- 1914. With the rise of sea and air transport, Beiesdorf brings Nivea Creme to all continents. Nivea, thanks to its stable formula, can withstand long trips and different climates.
The “Nivea boys”, 1924. Image: Nivea.
The “Nivea Girls”, 1925. Image: Nivea.
- 1924 – 1925. In 1924 the “Nivea boys” star in the brand’s advertising. A new design concept is born and the Nivea blue can appears for the first time. Margot, Elfriede and Hertha Fröslich, sisters and residents of Flensburg, became the “Nivea girls” among more than 1,000 applicants. It didn’t take long for people to greet them with a cheerful Hello Nivea!
Nivea Beach Ball, 1958. Image: Nivea.
Advertising image of the product Nivea milk, 1963. Image: Nivea.
- 1958. Nivea’s first ball. Invented in the first instance to represent a three-dimensional version of the blue Nivea can, it would become a great success in the 60s.
- 1963. The women’s “boom” was born from an option of rebellion, in the family and at work, defending their own interests. “Nivea Milk” is born, easy to apply and with a very fast absorption. The “baby boom” would also bring “Baby Fine” to protect the delicate skin of babies.
- 1975. With the beginning of the cult of the body, bikinis are getting smaller and smaller and even appear topless on the beach. Sun protection is gaining relevance and Nivea already indicates the sun protection factor in its products.
First pack of Nivea for men (after shave). Image: Nivea.
Nivea Visage Q10, 1998. Image: Nivea.
- 1986. Nivea launches its first alcohol-free balm and with it its first line of products for men “Nivea men”.
- 1998. As a result of research, Nivea is the first brand to directly target women over 50, and launches the first cream that contains an ingredient found in our own skin: Q10. This ingredient is a revolution in anti-wrinkle care.
- 2011 – 2014. More launches of innovative products such as the deodorant “Nivea invisible for Black & White”, which removes white stains on clothes. Also, in 2014 he launched “Under the shower, body lotion” which simplifies the task of moisturizing the skin into a daily routine.
Today, the Nivea family continues to grow thanks to continuous research and a new generation of ingredients.
Some of Nivea’s flagship products. Image: Nivea.
Emblematic products
114 years go a long way, especially in a brand with a great vocation for innovation and development. Many, then, have been and are, emblematic products of Nivea. Products that everyone knows and that millions of consumers use every day. The most recognized are:
Nivea Creme
The iconic blue can and the origin of all the success. It is also known as “the mother of all creams”. Created from water and oil, it initially contained Eucerit (emulsifying agent), glycerin and a little citric acid, scented with rose and lily of the valley oils. This formulation has hardly changed in the 114 years of existence and its formula is kept secret.
This cream provides the skin with intensive hydration, creating a protective barrier that protects the skin from harmful elements that dry it out and flake it. It is suitable for all skin types, provides a soothing effect and provides a unique aroma.
Nivea soft
Intensive all-purpose moisturizer with a more refreshing feel. Formula with Vitamin E and 100% natural Jojoba oil. Allows for rapid absorption with enough hydration for 48 hours. Its ingredients are 95% natural and it is a totally vegan cream.
Nivea SUN
Today, sun protection is more important than ever and it has been proven that every skin type needs a type of sun protection. The Nivea SUN range consists of creams, sunscreens, tanning oils, lotions and moisturising balms.
Nivea MEN
In 1986, Nivea decided to take on a backward issue, specifically male skincare. The creation of the first alcohol-free aftershave balm was the first step in the continued development of this line. Today, Nivea MEN is used by millions of men who, too, see Nivea as an ally in their skin care.
Nivea Q10
In 1998, as a result of constant research, Nivea incorporated an ingredient found in our own skin, coenzyme Q10, and incorporated it into most of its products, including the Nivea Sun and Nivea men lines. The incorporation of this new ingredient revolutionized “anti-wrinkle” creams.
Nivea Cellular
Developed for facial care, this product line incorporates significant advances in its ingredients and presentation. The Cellular line incorporates hyaluronic acid, in the form of a filling serum, ideal in the fight against “anti-wrinkles”.
Nivea Luminous
This line of innovation presents an effective “age” anti-spot treatment. Available in serum form, it has presentations for various skin types and different effects.
Some of the main ingredients of Nivea in its natural state. Image: Nivea.
Main ingredients
The Glossary of ingredients of Nivea is very extensive and extraordinarily technical, chemical I would say rather. We are going to point out some of the most common, personal and distinctive ingredients of the brand for a greater knowledge of Nivea products.
- Eucerit: key emulsifier and origin of the Nivea Créme formulation. Present in most of the creams in the Nivea range.
- Glycerin: humectant that helps retain moisturein our skin. Present in almost all creams, soaps and lotions.
- Panthenol (provitamin B5): soothing, regenerating and with anti-inflammatory properties.
- Vitamin E (Tocopherol): is a naturally occurring antioxidant from the tocopherol family. Protects the skin from oxidative damage.
- Hyaluronic acid (in anti-ageing lines): performs deep hydration with a plumping effect.
- Coenzyme Q10 (in anti-wrinkle products): fights the signs of aging.
- Mineral oils and waxes: protect the skin.
However, in order to achieve a good cosmetic, in addition to the research and development process of the product and its corresponding trials, Nivea uses more ingredients to further perfect some products: Sweet Almond Oil, Creatine, Aluminium Hydrochloride / ACH (antiperspirant), BHT (antioxidant), Fragrances, UV filters (organic and mineral), Titanium Dioxide Nanopigments (mineral UV filter), Parabens (preservatives), PEG compounds (emulsifiers, binders, etc…), Silicones (softeners and fluidizers), etc…
A differentiating feature of the brand is the use of strictly natural ingredients, whose participation in its products is becoming more and more established every day. This is because some people decide to use ecocosmetics, either to take care of their skin with natural products, for ethical reasons or to avoid synthetic ingredients. Whatever the reason, for those people, Nivea has product ranges with up to 99% natural ingredients, including packaging.
Sustainability, two green plants in the ground. Image: Francesco Gallarotti on Unsplash.
Sustainability
Sustainability plays a very important role for Nivea. Their commitment is to make a positive impact on the planet, on the world. That is why Nivea has set ambitious sustainability goals.
The two key words for this commitment to sustainability are: Nivea cares.
Research departments continue to develop products to take better care of our skin every day, with cleaner and more biodegradable formulas. Likewise, the formulations have the vision of producing better, with more natural ingredients and lower environmental costs. Nivea does not test on animals and faithfully respects nature.
Nivea’s participation in environmental programs has been a constant for many years. It has also been producing recyclable packaging for years and reducing the use of plastic year after year.
Its strict Code of Conduct based on the Universal Declaration of Human Rights, the conventions of the International Labour Organization, and the OECD Guidelines for Multinational Enterprises, establishes ethical and sustainability standards for all its suppliers.
Some Nivea products representative of their product lines. Image: Nivea.
Nivea Product Lines
Human skin is the outer covering of our body. It is our largest, most extensive and heaviest organ, occupying an average surface area of 1.8 to 2.0 m2 in adults. Its thickness varies from 0.5 mm (eyelids) to 4/5 mm. (back). These curious facts allow us to measure the wide spectrum of action of Nivea, a company specialising in skin care.
To offer a product for every need, Nivea has research teams that continuously develop new formulations for skin care. It is logical to think, then, that there are different formulations for the different parts of the body: face, body, hands, etc… But in addition, there are several types of leather, so offering the exact product implies expanding the product lines.
There are five types of common skin: oily, dry, combination, sensitive , and normal. And this is due to genetics, environmental factors, hormonal changes, diet and the products we use for skin care.
With all this range of possibilities, completing a line of products for all skin types is not an easy task. For this reason, Nivea offers the market more than 240 different products, with which it covers most of the needs of any skin.
Let’s take a closer look at Nivea’s spectrum of action:
Nivea Face. Image: Nivea.
Face
Taking care of our face is one of the most important tasks for Nivea. You may have heard it said, “the face is the mirror of the soul,” and it’s true. It is our business card and some things can be deduced from our face. If we have slept well, if we have problems, if we are happy, our age, if we sunbathe a lot, etc… These are appreciations that our relatives can make immediately.
Nivea has several products to keep the skin of our face in good condition. Nivea’s structure in face products includes several actions:
Facial cleansing
The face is always bare, therefore, dirt and oil are deposited on their skin, leaving traces of makeup, which must be removed with facial cleansing.
Within the Nivea facial cleansing line, several products help to clean the skin and keep it clean for longer.
Facial care
Facial care, once properly cleansed, is one of Nivea’s most rewarding actions. With continuous facial care we will correct wrinkles, eliminate blemishes and, in a word, delay facial aging.
For this Nivea has the following formulations: Cellular (hyaluronic acid), Q10 (anti-wrinkle), Luminous 630 (anti-blemishes and acne) and, of course, Nivea Creme.
Anti-aging
Nivea’s anti-aging remedy involves the application of new formulations based on active ingredients that have already been satisfactorily tested. A step forward in fighting wrinkles, blemishes and skin marks.
The formulations Cellular (masks and night cream), Q10 (Vitamin C, eye contour) and Luminous 630 (anti-blemish serum) are improved.
Nivea Body. Image: Nivea.
Body
A wide selection of Nivea products such as soaps, shower gels, deodorants, creams, etc…, will help keep all the skin on our body in shape. Hands, elbows, knees, feet and the rest of our body will benefit from the action of Nivea products. Nivea cream is known for its ability to hydrate and soften dry skin anywhere on our body.
Some Nivea products suitable for the body:
Body Care
Whether as a cream or as a shower lotion, Nivea offers a wide range of skincare for the whole body.
There have been some ups and downs in the presentation format of this type of care, but even with the controversies, the option of cream is still valid, although it should be noted that both lotion and body milk have risen many Januarys in recent years.
Body cream and deodorants
Complementing the range of body care, it is fair to add the Nivea soft product, a great cream with natural ingredients to always keep the skin of our body hydrated and in tone .
The line of deodorants starts with the iconic Black & White, invisible (they do not leave a white frame) and with a duration of up to 72 hours.
Hand Care
Our hands, in contact with everything, need special care. Washing hands with glycerin soaps is the beginning, but later, as a result of dehydration, it is necessary to complement their care with creams.
Sometimes, due to abrasions or dryness, it is even necessary to use soothing creams with Aloe Vera. The Luminous 630 line helps combat the appearance of age spots on our hands.
Sun protection with Nivea
Sun protection
The sun’s UV rays stimulate our skin pigmentation cells , and form a brown pigment (melanin) as a defense measure. In recent years, as a result of the incidence of skin cancer, a large cosmetics industry dedicated to sun protection has developed.
Nivea has been developing its Nivea SUN product line for many years now. One of the significant advances in science, in the application of sunscreens, is the so-called Sun Protection Factor (SPF), which multiplies the time of self-protection of our skin. This factor, together with the correct dosage of this type of cream (attention to children!) will guarantee the success of this type of product.
On the other hand, products that soothe skin attacked by UV rays are also necessary, for which we use the After SUN range of products.
Some of the Nivea products highlighted in this chapter are:
Nivea MEN
Men’s skin is not exactly the same as women’s skin, since both on the face and on the body, it is thicker, fattier and ages differently. Under this premise, Nivea, since 1986, has maintained a differentiated product line for men’s skin care, Nivea MEN.
With different formulations, and even requirements, year after year, men’s skin care is also taking center stage. That is why certain products are beginning to be emblematic in men’s cosmetics. Let’s take a look at their fields of action:
Facial care
For a healthier and younger look, today’s man also has Nivea products that help him achieve this. Nivea MEN’s formulations, specific to us, also contain some ingredients used in women’s cosmetics, such as hyaluronic acid, pro-retinol and others.
We also have ingredients from the Luminous 630 line, for our spots (Power Anti-Aging Serum 2 in 1). Also noteworthy is Nivea Men Creme, to be applied to face, body and hands.
Shave
Nivea MEN shaving foams reduce friction and irritation when shaving because they create a protective layer between the blade and the skin. In this way, the razor glides smoothly over our skin. Even softer, Nivea MEN shaving gel adds a fluffier lather and more lubricating agents, making our shave even smoother.
NIVEA MEN aftershave lotions soothe, refresh and regenerate the skin after shaving. They do not leave a greasy feeling, are quickly absorbed and give you a fresh fragrance.
Hair and deodorants
NIVEA MEN Power Anti-Dandruff Shampoo 100% eliminates the visible effects of dandruff and prevents its reappearance. For daily use for cleanand visiblystrengthened hair and scalp day after day.
NIVEA MEN deodorants have formulas that are gentle on the delicate underarm skin and a wide variety of fragrances to choose from. They are available in Roll-on or Spray and last up to 72 hours.
Regatta sponsored by Nivea. Image: Nivea.
Conclusions
This is a century-old brand; You can imagine that, in the business world, being more than a century old is a plus in value. This is the case of Nivea, the brand that was born from a discovery and 114 years later, maintains a privileged position in the market.
We perceive Nivea as a clean brand. Its blue and white colors inspire confidence and convey cleanliness. Nivea is a brand that is part of the family, which has a deep roots in our society and maintains a very solvent product range with a good value for money.
Despite the fact that there are many cosmetics brands today, Nivea has its solvent market share. This is the product of years of work and the good perception that Nivea has in consumers.
In addition, its German character has achieved, from the beginning, an imprint of seriousness and solvency that not all cosmetics companies have. Nivea does its job well, and that is demonstrated day by day in every can of Nivea Creme.
Part of the excellent German company Beiesdorf AG, the Nivea brand is the absolute protagonist of all its brands. A benchmark in innovation and, for many years now, also in sustainability.
Headquarters Beiesdorf AG, Hamburg. Image: GeorgHH.
Some highlights:
- Nivea is the global market leader in skincare.
- About 30% of women around the world use Nivea.
- The first brand on the market to incorporate coenzyme Q10 into its anti-wrinkle products.
- Nivea Creme was the first stable water-in-oil emulsion, a world revolution.
Some relevant figures (end 2024):
- Employees: 22,071
- Sales: 9,850 M€
- EBIT: 13.9%
- Sales growth: 6.5%
- Investment in Research and Development: 354 M€
And little else, although I am aware that I have still left ink in the inkwell and that, surely, I will write something about this excellent brand again. I stay, for this time, with the perception of Nivea as someone in the family and with the peace of mind of knowing that, using their products, I will take better care of my skin. And you?
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Information, bibliography and media
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Texts: Owned, based on information from Beiersdorf AG, Nivea, Wikipedia.
Images: Beiersdorf AG, Nivea, Unsplash, Wikimedia Commons, Wikipedia.
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