Nivea is doubling down on its mission to bring high-tech skincare to everyone. After shaking up the market, last year, with a serum designed to fight sugar-related skin damage — putting anti-glycation skin care on the mass market map — the brand is raising the bar again. Its latest launch taps into the science of epigenetics, making it the first serum of its kind to hit the mass market.
Named Cellular Epigenetics Rejuvenating Serum, Nivea’s latest innovation features Epicelline, an ingredient touted to “reverse skin age” and “boost skin longevity.”
Following the successful debut of Epicelline under Eucerin in 2024, this launch demonstrates Beiersdorf’s ability to harness the full potential of breakthrough ingredients through a smart, cross-brand strategy.
“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,” emphasized Beiersdorf CEO, Vincent Warnery.
