Building Circularity: How Beiersdorf reached 30% Recycled Content

Eva: This milestone shows proof that the transformation of packaging is possible at scale. Using recycled materials sounds easy and straightforward, but for a global company like us, it’s quite a complex task — especially when product safety, quality and aesthetics must remain uncompromised.

Also, reaching this 30% recycled content milestone means that recycled materials are no longer the exception at Beiersdorf, but an integral part of our packaging portfolio. It shows we can convert sustainability ambitions into concrete action.

Jérôme: The biggest lever was clearly the conversion of large product ranges. We deliberately worked on our global bestsellers across large categories, such as our NIVEA Shower, NIVEA Body, NIVEA Hair and NIVEA Sun assortments.

Each portfolio conversion contributed to our target. However, this approach required courage and very close collaboration across many functions — because changing packaging at this scale starts with design and development, requires the right supply chain partners, affects formula compatibility, production processes and relates to the product experience of our consumers. 

Adrian: The main challenge embedding the sustainability aspect while product safety remains and the products’ appearance is not compromised. Recycled plastics — especially PE and PP – comes from household recycling, therefore it varies in terms of quality and color (which virgin material does not).

For companies like us, who are producing so-called fast-moving consumer goods, it’s key to ensure packaging protects the product perfectly throughout its entire lifecycle. That requires extensive testing: How does the recycled material interact with the formula? Does it perform reliably under different conditions, e.g. during transport, during consumer use? Only when all our requirements are fully met, we implement the material. 

Jérôme: We just set our next target for 2030 and this aims to reach 50% of recycled or renewable materials in our plastic packaging. This is an ambitious target and will require continued collaboration across packaging, procurement, analytics and marketing functions. Our packaging transformation is a long-term effort – and while 30% is an important milestone, much more needs to be done to establish circularity. We continue to work on this together with our strategic packaging suppliers, with start-ups, NGOs like Ellen MacArthur and in committees such as Forum Rezyklat in Germany. And, not to forget: the passion and dedication of our Beiersdorf colleagues around the world who support our sustainability transformation – also beyond packaging – is a great motivation and driver of progress. All together, we follow the vision of reaching Net Zero by 2045.