Beiersdorf faces challenging start to the year as Nivea and La Prairie sales fall

By Lynsey Barber | Published: 21-Apr-2026
Skin Care Finance

The impact of a high prior year comparison base for Q1 sales, along with temporary disruptions in key markets and delayed effects from recent innovations, are not expected to continue through the year, said Beiersdorf CEO Vincent Warney

Beiersdorf has reported a challenging start to the year, with sales across its consumer business falling 4.7% to €2.08bn in the first quarter of 2026.

Sales of the German beauty company's biggest brand, Nivea, fell 7% in Q1 compared to the same period last year, and luxury line La Prairie’s sales declined 14.9%.

Beiersdorf’s derma division was a bright spot, however, with sales up 8.2% in the period driven by its Eucerin and Aquaphor brands.

The tough Q1 for Nivea was down to “ongoing market headwinds”, read the company statement.

But Beiersdorf signalled traction in its plans to get the skin care brand back on track, with improved sell-out dynamics.

La Prairie was affected by retail disruption, but also experienced positive sell-out development.

Beiersdorf previously warned of a slower start to the year in March, when it reported a 2.4% rise in sales to €9.9bn for the full 2025 financial year.

In the latest update on its financial performance, Beiersdorf CEO Vincent Warnery said the challenges in Q1 are not expected to continue through the year.

“Beiersdorf’s priorities are clear, especially in a challenging environment,” said Warnery.

“We believe in our company’s long-term strength and resilience. 

“Our derma business continues to demonstrate the power of our science‑based innovation model. 

“With Nivea, we are executing our rebalancing strategy with a clear focus on what drives relevance and growth. 

“The quarter was impacted by a high prior year comparison base, temporary disruptions in key markets, and delayed effects from recent innovations. 

“These factors are not expected to persist throughout the year, and Q1 should not be seen as an indicator for the full-year performance. 

“We reaffirm our guidance for the full-year.”  

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