When NIVEA Creme was first introduced to the world in December of 1911, our goal was one thing: better skincare for everyone. 100 years later, our goal hasn’t changed. Our product range, however, has dramatically expanded to give you more options for the way you care for your skin.
As the demand for NIVEA Creme has grown over the years, we’ve grown with it. Early on, new products were developed and added to our range to meet the variety of skincare needs, including NIVEA Soap in 1919 and a selection of hair care products called NIVEA Hair Milk in 1920.
However, it wasn’t just an increased product range that people were looking for. They wanted products that were specifically tailored for their skin.
In 1922, we delivered the first NIVEA product for men: the NIVEA shaving soap. When combined with the NIVEA Creme as an aftershave treatment, it became one of the first men’s skincare routines.
Around this time, breakthroughs in product development were being made that helped us cater to the individuality of the human skin. Committed NIVEA researchers studied these individualities and, thanks to their discoveries, people all over the world were able to find the answer to skincare needs related to their culture, gender and age.
People in Asia, for example, favour a pale, white complexion. In 1927, we introduced the NIVEA Whitening Paste, which helped them to achieve this look.
Today, we offer a wide range of moisturisers, body creams, deodorants, cleansers and sun protection products with whitening ingredients, which continue to be some of our most popular products throughout Asia.
The post-World War II baby boom also had a dramatic effect on skincare needs. In 1960, we launched the NIVEA Baby fine product range, so that new parents could care for and protect the delicate skin of their newborns.
By 1972, our Baby range consisted of a powder, bath, cream, soap and cotton-wool tips. And in the 90s, we further extended the range to provide a complete care and cleansing program for the sensitive skin of babies.
While the babies were cared for, we began focusing more on mature skin. We succeeded in 1994, when we developed NIVEA VITAL, the first special care series for mature skin.
In 1998, our research led to another pioneering cosmetic innovation: the anti-wrinkle ingredient Q10. The ingredient was used to create the NIVEA VISAGE Anti-Wrinkle Q10 Day Cream, which quickly became a bestseller.
Throughout the decades, we have introduced you to many innovative skincare products – from deodorant to sun protection – and we’re always looking for new ways to improve our existing products.
We work with some 50 institutes, in places as far flung as Brazil, India, China and South Africa, to test all of our products and ensure that they are suitable for your skin. We even set up a special Asian and Latin American laboratory at our headquarters in Hamburg so we can continue to cater to more specific skin types and climates. No matter what your age, race, location or culture, NIVEA has you covered.