Hamburg, August 13, 2025 – Beiersdorf introduces its first skin age-reversing serum in mass market: the NIVEA Cellular Epigenetics Rejuvenating Serum. The product features EPICELLINE®, a pioneering breakthrough ingredient powered by epigenetic science that reverses skin age and activates skin longevity. After introducing the powerful ingredient via Eucerin in 2024, the launch of the new NIVEA serum proves the effectiveness of Beiersdorf’s strategic approach to cascade breakthrough innovations across global brands and markets as Beiersdorf CEO, Vincent Warnery, emphasizes: “Our goal is to lead the way in longevity science by cutting-edge research based on real consumer insights. As pioneers in epigenetic research, we believe in scientifically proven ingredients. Building on the success of our largest product launch in history of Beiersdorf Derma-Brands with our Eucerin Hyaluron-Filler Epigenetic Serum with EPICELLINE®, we are now bringing our revolutionary solution for skin rejuvenation and longevity to the mass market with NIVEA.”
The launch of the serum fits right into supporting Beiersdorf’s strong science-based active ingredient history and offers in the mass market, joining other game changers such as Q10 and THIAMIDOL® underlining the pioneering spirit of the company to become the undisputed authority in skin care.
For decades, it has been assumed that the way skin ages is determined only by genetics. However, epigenetics – the study of how lifestyle and environmental factors influence cellular activity – has also been revealed to have a direct influence on skin. For example, a twin that lives in a big city in a high UV-indexed part of the world, compared to a twin living in a less stressful environment, will see a difference in their biological skin age and aging appearance, e.g., in terms of wrinkles, elasticity or radiance – even if they share the same DNA.
Through more than 15 years of cutting-edge research, scientists at Beiersdorf discovered EPICELLINE®, an epigenetic ingredient that activates skin longevity, neutralizing and even reversing the effects of external age aggressors to rejuvenate skin cells. “Excellence in skin research is in the DNA of our company, and the launch of EPICELLINE® is a true testament to how NIVEA offers superiority through science, and ultimately facilitating powerful skin care advancements,” says Dr. Gitta Neufang, Chief Research and Development Officer at Beiersdorf. She continues: “Our patented skin-specific age clock technology helps us to identify active ingredients and solutions that make people look younger than they really are. By leveraging our scientific expertise in the field of epigenetics, our aim is to enhance and restore the youthful functions of aged skin cells.”
The advanced formula of NIVEA Cellular Epigenetics Rejuvenating Serum activates skin longevity by leveraging EPICELLINE®. The new NIVEA serum slows down the skin ageing process at cell level, empowering people to take control of the impacts of time on their skin and reverse their skin age in two weeks. Combined with three types of hyaluronic acid the serum delivers a powerful skin rejuvenation formula for those over 25.
The launch highlights how NIVEA continues offering pioneering products that can make a true difference in consumers’ lives as Leonie Rödig, Vice President NIVEA Face Care, explains: “With over a century of expertise, NIVEA continues to lead the way in advanced skin science. Our obsession with skin has allowed us to redefine what’s possible for skin rejuvenation, and most importantly continue to empower people to feel confident in their skin.”
The NIVEA Cellular Epigenetics Rejuvenating Serum is being rolled out at the moment, starting in Europe. Until end of 2025 the serum will be available in 30 countries – with more to come in 2026.
About NIVEA
With over 110 years of expertise, NIVEA is the inventor of modern skin care and the leading skin care expert in the world. An iconic brand millions of people trust and love. Understanding the importance of healthy, beautiful looking skin and celebrating all the positive, joyful and connecting experiences that come with it – NIVEA embodies togetherness, positivity and reliable care for everyone and all skin types. Being the world’s No. 1 skin care brand* comes with a responsibility that goes beyond skin. That is why NIVEA strives to improve the environmental compatibility of the whole assortment and actively fights social isolation through its global social mission, NIVEA CONNECT. NIVEA is for skin.
* Source: Euromonitor International Limited; NIVEA by umbrella brand name in the categories Body Care, Face Care, and Hand Care; in retail value terms, 2024.
