Nivea’s parent company, Beiersdorf, has introduced an “age-reversing” epigenetic serum to the mass market under its flagship brand, Nivea, in an effort to make longevity-focused skin care accessible to more people.
How Beiersdorf is scaling epigenetic innovation for everyday skin care
According to Beiersdorf, Nivea’s latest launch, Cellular Epigenetics Rejuvenating Serum, is the first age-reversing serum available at a mass market price.
The formulation features the German multinational’s patented Epicelline® technology, which is based on epigenetic science and is said to “reverse skin aging and activate skin longevity.”
Designed to “slow the skin’s aging process at the cellular level,” the serum is said to “reverse skin aging in two weeks,” according to Beiersdorf.
It combines three types of hyaluronic acid and “provides a powerful skin rejuvenating formula for ages 25 and up.”
Leonie Rödig, Vice President of Nivea Face Care, said the brand’s laser focus on skin has enabled it to “redefine what is possible for skin rejuvenation and more importantly, continue to empower people to feel confident in their skin”.
Nivea’s new launch is currently rolling out across Europe and is expected to be available in 30 countries by the end of 2025, with further launches planned for 2026.
From prestige to mass market: the rise of epigenetic actives in formulation
In 2024, Beiersdorf introduced its “groundbreaking” epigenetic technology under the renowned skincare brand Eucerin. Now it aims to bring the same innovation to the mass market.
Epigenetics—the study of how lifestyle and environmental factors influence cellular activity—is increasingly being shown to have a direct impact on skin appearance and health.
Beiersdorf’s in-house scientists discovered Epicelline® after 15 years of research.
“Our patented, skin-specific Age Clock technology helps us identify active ingredients and solutions that make people look younger than they really are,” explained Dr. Gitta Neufang, Director of Research and Development at Beiersdorf.
“By leveraging our scientific expertise in the field of epigenetics, our goal is to enhance and restore the youthful functions of aging skin cells.”
The German multinational has a strong track record of discovering science-based active ingredients and bringing them to the mass market. Past skincare innovations include Q10 and Thiamidol®.
Betting on the science of longevity in skin care
After strong growth in recent years, Beiersdorf’s legacy brand Nivea recently posted disappointing sales results in the first half of 2025.
However, Beiersdorf CEO Vincent Warnery hopes this new release will help boost performance for the second half of the year and beyond.
Speaking about the company’s dispersion waterfall strategy, Warnery said: “Our goal is to pioneer the science of longevity through cutting-edge research based on real consumer insights.”
“As pioneers in epigenetic research, we believe in scientifically proven ingredients,” he continued. “Building on the success of our biggest product launch in the history of Beiersdorf Derma Brands — 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.”
