Celebrating Pride 2025 at Beiersdorf around the globe

At Beiersdorf, we are convinced that inclusion strengthens teams and results. We are committed to supporting an inclusive environment where everyone can contribute to best serve the needs of our diverse consumers worldwide.

One way of how we bring this commitment to life is by showing up and creating safer spaces for lesbian, gay, bisexual, transgender, intersex, and queer people (LGBTIQ+) during Pride and beyond.

Let’s explore how teams in more than 20 countries celebrated Pride and stood in solidarity with the LGBTIQ+ community in 2025.

Pride moments around the world

Austria: From Insights to Action – Pride Unlimited

A colorful NIVEA-branded Pride parade truck with the slogan “BE PROUD” in rainbow colors, surrounded by people celebrating in front of a historic building with rainbow flags.

In Vienna, our colleagues kicked off Pride with launching NIVEA UNLIMITED 2.0, a qualitative study exploring how queer people experience care and where brands still fall short. The findings reveal emotional barriers at work and in everyday life shaped by silence, uncertainty, and invisible barriers.

During Pride Month, the team got active in various ways. They joined the Vienna Pride Village for three days of open conversations with consumers. Additionally, 20 colleagues ran the Vienna Pride Run, and around 60 Beiersdorf employees and friends joined the first-ever NIVEA truck at the Vienna Pride Parade.

Chile & Argentina: ‘The Interactive Closet’

Our team in Santiago hosted the opening of Pride Connection’s LGBTIQ+ Intercompany Mentoring Program, welcoming mentors for queer people from different companies to connect and learn together.

During Pride Month, the team ran ‘The Interactive Closet’, an experience designed to raise awareness of discrimination across identity, migration, disability, and age through honest reflection and dialog.

The team’s ongoing commitment is being recognized: NIVEA Chile and Argentina were named among the best places to work for LGBTIQ+ talent by Pride Connection Radiography for the fourth and second year, respectively.

India: Allyship Dialogues

Our colleagues in Mumbai, India, hosted “Allyship Dialogues”, a panel discussion with experts from the LGBTIQ+ community, to share lived experiences and explore what true allyship looks like in everyday action at work and beyond.

One key takeaway from the session was the simple yet powerful message “Haa Hu Toh”, meaning “I am, so what?”. It served as a reminder to show up authentically and create space for acceptance, so that everyone can be their best self.

In 2025, we also launched our limited‑edition NIVEA Pride Creme tin in India for the first time, extending the reach of this meaningful symbol of inclusive care.

Germany: Awareness Meets Art

At our global HQ, Pride season began around IDAHOBIT with a keynote on queer hate crimes in Hamburg, featuring experts from the city’s police and public university.

During Pride Month, our local Be You community turned an area at the local Beiersdorf campus into a vibrant art gallery. “Colors of Pride” invited six queer artists to reinterpret our iconic brands through their own lens. From video animation to poetry to murals, their artworks attracted hundreds of colleagues and were celebrated at a community evening with 150 internal and external guests.

The season closed with participation in the Hamburg Christopher Street Day (CSD) demonstration for the fourth year. Under the motto “We are here to stay. Protect queer people.”, more than 250 colleagues joined on the Beiersdorf truck or in the walking group. This year, the team also sponsored the parade’s inclusion truck and an awareness tent offering a quiet space for anyone needing a break. The NIVEA houses in Hamburg and Berlin offered NIVEA Pride tins with personal pronoun stickers to participants of the local CSD parades.

The stories of Pride 2025 at Beiersdorf shared here are just a few among many. Each local initiative added a unique voice to our global commitment to make everyone feel good in their skin and support an inclusive society. Learn more about our commitment here.