Beiersdorf is aiming to bring skin longevity “to the mass market” with its first-ever epigenetic serum under its Nivea brand.
Nivea’s Cellular Epigenetics Rejuvenating Serum is formulated using Epicelline – a patented epigenetic ingredient which the company claims activates skin longevity and targets the signs of ageing – and three types of hyaluronic acid.
Using epigenetics – the study of how lifestyle and environmental factors influence cellular activity – the serum is said to slow down the skin ageing process by neutralising the effects of external age aggressors to rejuvenate skin cells.
The launch is part of the German personal care giant’s plan to make “breakthrough age-reversing skin care more accessible”.
It follows the introduction of the patented ingredient into the company’s Eucerin brand in 2024.
Beiersdorf said it wants to maximise the potential of its patented ingredients with a cross-brand cascading strategy, and this plan comes as other beauty players enter the longevity beauty arena, including L’Oréal, OneSkin, Lancôme and Martha Stewart’s new brand Elm Biosciences.
Nivea’s Cellular Epigenetics Rejuvenating Serum
“Our goal is to lead the way in longevity science by cutting-edge research based on real consumer insights,” said Beiersdorf CEO Vincent Warnery.
“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 pioneers in epigenetic research, we believe in scientifically proven ingredients.
“Building on the success of our largest product launch in [the] 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.”
Talking about Epicelline, Dr Gitta Neufang, Chief Research and Development Officer at Beiersdorf, commented: “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.”
Nivea Cellular Epigenetics Rejuvenating Serum is being rolled out in Europe and by the end of 2025 will be available in 30 countries.
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