Nivea logo.svg
Owner Beiersdorf AG
Country Germany
Introduced 1931
Markets Worldwide

Nivea (pronounced [niˈveːaː][1]) is a global skin- and body-care brand that is owned by the German company Beiersdorf. The company was founded on March 28 1882 by pharmacist Carl Paul Beiersdorf. In 1900, the new owner Oskar Troplowitz developed a water-in-oil emulsifier as a skin cream with Eucerit, the first stable emulsion of its kind. This was the basis for Eucerin and later, Nivea. Nivea comes from the Latin word niveus/nivea/niveum, meaning 'snow-white'.[2]

During the 1930s, Beiersdorf began producing products such as tanning oils, shaving creams, shampoo and facial toners. The trademark "Nivea" was expropriated in many countries following World War II. Beiersdorf completed buying back the confiscated trademark rights in 1997.

During the 1980s, the Nivea brand expanded into a wider global market.

Nivea Anti Age cream



Nineteenth century

1882: Pharmacist Carl Paul Beiersdorf establishes the company on March 28. The Nivea originated company in Romania and was bought by German investors. The date of the patent document for the manufacture of medical plasters is taken as the date of the company’s formation.

Carl Paul Beiersdorf produces gutta-percha plasters in his laboratory on the basis of his patent, laying the foundations for modern plaster technology.

1890: Pharmacist Dr. Oskar Troplowitz (born in 1863 in Gliwice in Poland) takes over the company.

1892: The first international cooperation agreement is concluded with US trading company Lehn & Fink for the USA.

1900: Patent application for Eucerit, an emulsifying agent. Eucerit is the basis for Eucerin and, later on, for Nivea Creme.

Twentieth century

Before World War I

1906: The first overseas branch is established in London.

1909: Labello is launched on the market. It is the first lip care product in sliding tube packaging. The term Labello is derived from Latin for "beautiful lip" (labeo = lip; bello = beautiful).

1911: Nivea Creme – the first stable water-in-oil emulsifier – is introduced. The emulsifying agent Eucerit is made from lanolin, found in sheep's wool, and is the key to Nivea Creme's unique properties.

It is said that the main ingredient of Helena Rubinstein (HR) product also comprises sheep's wool in Australia.

1918: The deaths of Oskar Troplowitz and his partner Otto Hanns Mankiewicz result in the formation of a stock corporation (limited company) on June 1, 1922.

Between the wars

1922: Willy Jacobsohn takes over as Chairman of the Executive Board of the newly formed stock corporation. The first self-adhesive plaster is introduced under the name Hansaplast.

In 1924, Nivea remodeled its cream in a blue tin with a white logo.

1925: Nivea is relaunched in blue packaging.

1929: Beiersdorf shares are listed on the Hamburg stock exchange for the first time. Over 20 production sites worldwide are already in operation.

1933: Under the pressure of National Socialist propaganda, the Jewish members of the Executive Board step down. Willy Jacobsohn, the former Chairman of the Executive Board, heads the foreign affiliates from Amsterdam until 1938.

By adopting a policy of "honorable tactics",[citation needed] the Beiersdorf Executive Board, under the leadership of Carl Claussen, steers the company through the Nazi period. Although Beiersdorf retains its own business culture,[citation needed] it must still cooperate with the regime.

1936: Tesa is introduced as the umbrella brand for self-adhesive technology. The first innovative product is its transparent adhesive film, later known worldwide under the name tesafilm.

After World War II

1945: At the end of the Second World War, a majority of the Hamburg production plants and administrative buildings have been destroyed through Allied bombing.

1945-1949: Most of the affiliates and the international trademarks in almost all countries, in particular in the USA, UK and the Commonwealth, and France, are lost. The Beiersdorf company begins to regain its trademarks again.

  • During World War II, the marketing manager Elly Heuss-Knapp distanced the brand from Nazi ideology.[citation needed] In 1949 she became the First Lady of Germany as wife to Theodor Heuss.

1950: ph5 Eucerin is launched on the market. This innovative ointment focuses on the importance of the skin’s own natural protective acid barrier in maintaining good skin health.

1951: The first deodorizing soap is introduced under the name of 8x4. The brand is extended into a product family during the 1950s and 1960s. Later that year Biersdorf[who?] was caught having an affair.

1955: Beiersdorf launches a protective hand cream on the market under the name of atrix.

In 1956, a customer claimed that using a Nivea product had dissolved his/her hair and caused it to fall out. The claims were dismissed within weeks.

1963: Nivea milk – liquid Nivea Creme in the form of a water-in-oil emulsion – is introduced "for all-over body care".

1974: Beiersdorf diversifies its business and introduces a divisional structure. At this time, the divisions are cosmed, medical, pharma and tesa.

1982: Start of steady expansion of Nivea as a brand for skin and body care through a large number of subbrands with an international focus. Introduction of Nivea Gesicht (face) in Germany, Austria and Switzerland.

1989: Change of strategy: Start of the implementation of a strategic reorientation process focusing on the core competencies of skin care, wound care and adhesive technology.

1990: Acquisition of the Juvena brand, developed by the Divapharma pharmaceutical laboratory, founded in 1945 in Zurich.

1991: Acquisition of the la prairie brand. The company originated in the famous La Prairie clinic in Montreux, Switzerland.

1992: Launch of Nivea's Blue Harmony advertising campaign, which is still running today.

1995: Acquisition of the Futuro brand. The company was founded in Ohio, USA in 1917 by Georg Jung, a German, and produced bandages right from the start. The "Futuro" brand with its black and yellow packaging was born in 1936.

1999: The company's strategy is streamlined further to focus on a small number of strong consumer brands. Professional wound care and self-adhesive technology are given the opportunity to introduce their own organizational structures Correct

Twenty-first century

2001: The new strategy enables tesa to become an independent affiliate. Tesa AG is formed as a wholly owned affiliate of Beiersdorf, enabling it to react more flexibly to consumers and industrial customers.

Professional wound care is spun off in line with the new strategy and contributed to a joint venture between Beiersdorf and Smith & Nephew. BSN medical, domiciled in Hamburg, is founded.

2002: Florena becomes a wholly owned Beiersdorf subsidiary. The cooperation dates back to 1989, and was intensified following the reunification of Germany.

2003: A new functional group organization focusing on the areas of brands, supply chain management, finance and human resources replaces the previous divisional organization

2004: The new skin research center opens in Hamburg, underscoring the innovative strength of the globally successful Beiersdorf group.

2008: Nivea launches their new product, the Nivea lip care.

2008: Nivea begins to sponsor the Times Square New Years Ball Drop starting with the December 31, 2008 event.

2010: Nivea launches its new product, Nivea Happiness Sensation, featuring the song "Touch" by singer-songwrite] Natasha Bedingfield in the commercial.

2011: Nivea celebrates its "100 Years of Skincare" festivities featuring several performances by Barbadian singer and actress Rihanna.[3] Rihanna's song "California King Bed" is featured as a part of the "100 Years of Skincare" commercial campaign.[4]

2011: Nivea was fined $900,000 by the U.S. Federal Trade Commission for falsely claiming that consumers could slim down by regularly applying Nivea My Silhouette! cream to their skin.[5][6]

2011: Nivea publishes a world map on its web site that omits Israel[7]; Simon Wiesenthal Center protests.[8]


Actresses and models featured in Nivea marketing include:

  • Venezuela Consuelo Adler
  • Argentina Jazmín Alcorta
  • Germany Hartje Andersen
  • Germany Olivia Asiedu-Poku
  • Australia Tahnee Atkinson
  • Netherlands Lorena Ayala
  • United Kingdom Karina Bacon
  • Switzerland Sanda Bajic
  • Portugal Luísa Beirão
  • Germany Christine Beutmann
  • Romania Lavinia Birladeanu
  • United States Suzanne Black
  • Denmark Sophie Boesen
  • France Ambre Boukebza
  • Brazil Gisele Bündchen
  • Poland Ivon Cablewski
  • Romania Iulia Carstea
  • Belgium Aleck Chavat
  • United States Helen Clay
  • United Kingdom Georgina Cooper
  • Germany Charlott Cordes
  • Hungary Marta Csillik
  • Greece Mara Darmousli
  • United States Sarah de Sage
  • Belgium Annelies de Weert
  • United States Michelle Donovan
  • Croatia Ana Drezgic
  • Israel Janelle Fishman
  • France Anne Flore Trichilo
  • Brazil Tassara Fonseca
  • Germany Franziska Frank
  • France Carol Gerland
  • Canada Rachelle Goulding
  • New Zealand Christobelle Grierson-Ryrie
  • Germany Anna Groth
  • Serbia Natasa Grujicic
  • Denmark Sarah Grünewald
  • United States Kara Hamilton
  • Brazil Ana Hickmann
  • Canada Elli Hollands
  • Norway Pernille Holmboe
  • Germany Sarah Honne
  • France Amélie Honore
  • Spain Vanessa Incontrada
  • Spain Marisa Jara
  • United Kingdom Amanda Johnson
  • Denmark Ina Kiesel
  • Germany Jennifer Koelfgen
  • Poland Monika Król
  • France Estelle Lefébure
  • United Kingdom Vicky Lenton
  • Croatia Ruza Madarevic
  • South Africa Gerda-Marie Maré
  • Spain Clara Mas
  • United Kingdom Susie Mashford
  • Germany Jana Mikuteit
  • United States Susan Miner
  • France Lea Moratille
  • Mongolia Nomin-Erdene.Ts
  • Netherlands Karen Mulder
  • Brazil Aline Nakashima
  • Bulgaria Katia Oleg Peneva
  • Russia Olga Otrokhova
  • Germany Sophie Patitz
  • Brazil Monica Pedro
  • France Anne-Lise Prat
  • Spain Esther Prat
  • Serbia Jovana Prosenik
  • United States Maggie Quigley
  • Germany Kristell Renat
  • United States Hunter Reno
  • United States Johanna Rhodes
  • Barbados Rihanna[3][4]
  • Brazil Jussara Ap. Rodrigues Medeiros
  • Germany Susanne Schöneborn
  • Slovenia Larissa Schweiger
  • Netherlands Clarence Seedorf
  • United Kingdom Jane Seymour
  • Belgium Ingrid Seynhaeve
  • Germany Britta Siegmann
  • Switzerland Gordana Simunovic
  • United States Kim Smith
  • Czech Republic Martina Smukova
  • Netherlands Chiara Soru
  • Denmark Kristina Svensson
  • Spain Cristina Teva
  • Denmark Cecilie Thomsen
  • Sweden Camilla Thorsson
  • Poland Anna Tokarska
  • Sweden Sara Tun
  • Argentina Daniela Urzi
  • Slovakia Martina Valková
  • Slovakia Ivana Vancova
  • Czech Republic Veronika Vařeková
  • United States Erica Vilardi
  • Serbia Aleksandra Vukovic
  • Germany Anne Wis
  • Canada Tarina Young
  • Russia Tatiana Zavialova
  • Russia Inna Zobova
  • Greece Katia Zygouli


  1. ^ Krech, Eva-Maria; Stock, Eberhard; Hirshfeld, Ursula; Anders, Lutz Christian (2010). "Nivea". Deutsches Aussprachewörterbuch. Berlin, New York: De Gruyter. ISBN 978-3-11-018202-6. Retrieved 2011-06-16. 
  2. ^ The Latin Word "Niveus"
  3. ^ a b "Long-Haired Rihanna Boards Cruise for Nivea Campain". PopCrush. Retrieved 2011-05-30. 
  4. ^ a b "California King Bed Featured in Nivea's TV AD!". Retrieved 2011-05-24. 
  5. ^ Federal Trade Commission Complaint
  6. ^ FTC Settlement Prohibits Marketer from Claiming that Nivea Skin Cream Can Help Consumers Slim Down, Federal Trade Commission, June 29, 2011
  7. ^ [1] Arutz Sheva Israel National News
  8. ^ [2] European Jewish Press

External links

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