Beiersdorf is making a significant stride in the beauty industry, aiming to bring “skin longevity to the mass market” with the launch of its first-ever epigenetic serum under its Nivea brand.This move is part of the German personal care giant’s broader strategy to make “breakthrough age-reversing skin care more accessible”.
The new product, Nivea’s Cellular Epigenetics Rejuvenating Serum, is formulated with Epicelline, a patented epigenetic ingredient. This ingredient is claimed by the company to activate skin longevity and specifically target the visible signs of ageing. The serum also includes three types of hyaluronic acid.
At its core, the serum leverages epigenetics, which is the study of how lifestyle and environmental factors influence cellular activity. By applying this science, the serum is said to slow down the skin ageing process through neutralising the effects of external age aggressors, thereby rejuvenating skin cells.
This launch highlights Beiersdorf’s strategic approach of “cascading breakthrough innovations across global brands and markets”. Epicelline was previously introduced into the company’s Eucerin brand in 2024, which marked Beiersdorf’s largest product launch in the history of its derma brands.
Vincent Warnery, CEO of Beiersdorf, affirmed the company’s ambition, stating: “Our goal is to lead the way in longevity science by cutting-edge research based on real consumer insights”. He added that the Nivea serum’s launch demonstrates the effectiveness of their cross-brand strategy.
Dr. Gitta Neufang, Chief Research and Development Officer at Beiersdorf, provided further insight into their scientific approach: “Our patented skin-specific age clock technology helps us to identify active ingredients and solutions that make people look younger than they really are”. She also noted that by leveraging their scientific expertise in epigenetics, their aim is to “enhance and restore the youthful functions of aged skin cells”.
Beiersdorf’s entry into this segment aligns with a growing trend in the beauty sector, as other notable players are also stepping into the longevity beauty arena. These include L’Oréal, Lancôme, and Martha Stewart’s new brand Elm Biosciences.
The Nivea Cellular Epigenetics Rejuvenating Serum is currently being rolled out across Europe.
Beiersdorf plans for the serum to be available in 30 countries by the end of 2025.
