Beiersdorf strengthens Asian footprint by introducing Eucerin to Japan
This launch not only taps into Japan’s sophisticated dermocosmetic market but also sets a precedent for future growth and expansion in Asia’s premium skincare segment.
JAPAN – Beiersdorf has officially launched its leading dermatological skincare brand Eucerin into the Japanese market, marking a significant expansion into one of the world’s most sophisticated skincare regions.
This move strengthens Beiersdorf’s global footprint and demonstrates its ambition to deliver science-backed, high-efficacy skincare solutions to consumers in Japan, a market renowned for its demand for quality, innovation, and dermatological expertise.
The launch is anchored by the premium Eucerin HARI FILLER anti-ageing care series, specifically developed to meet the unique needs of Japanese consumers.
At the core of this line is Bakuchiol EX, a 99% pure active ingredient extracted from plant seeds native to Asia, known for stimulating skin cell activity and suitability for all skin types.
The packaging incorporates recycled plastics and is refill-ready, reflecting Japanese sustainability expectations and consumer habits.
Vincent Warnery, CEO of Beiersdorf, stated, “Bringing Eucerin to Japan is a significant milestone for Beiersdorf. Japan is a market that values quality, efficacy, and innovation, and Eucerin embodies all of these.”
“By entering one of the world’s most sophisticated skin care markets, we are unlocking significant white space opportunities and reinforcing our ambition to lead globally through innovation and dermatological expertise.”
Eucerin is one of the most trusted dermatological skincare brands globally, available in over 80 countries and backed by more than a century of scientific research.
The entry into Japan is part of Beiersdorf’s “Win With Care” strategy, which focuses on dermatological authority and consumer-facing omnipresence.
Burcu Andreae-Nehlsen, President of Derma & Health Care at Beiersdorf, highlighted Eucerin’s commitment to science-backed skincare and the brand’s ambition to drive new opportunities in the Derma business segment through this launch.
The collaboration with NIVEA-Kao, a joint venture between Beiersdorf and Kao Corporation, ensures deep local market understanding and product development tailored to Japanese preferences, culture, and habits.
The new Eucerin products for Japan combine dermatological science with the refined sensorial experience valued by Japanese consumers, reinforcing Beiersdorf’s commitment to sustainability and innovation.
Meanwhile, Beiersdorf recently achieved a strong 2.0% organic sales growth for the first nine months of 2025, pushing group sales to €7.5 billion (USD 8.72 billion) despite a challenging market environment.
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