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Company > Beiersdorf AG: Business Model, SWOT Analysis, and Competitors 2023

Beiersdorf AG: Business Model, SWOT Analysis, and Competitors 2023

Published: Aug 25, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Beiersdorf AG, a renowned global player in the skincare and personal care industry. We will explore how Beiersdorf AG operates, its key strengths, weaknesses, opportunities, and threats in the market. Additionally, we will identify and analyze its main competitors, examining their strategies and market positions. By the end of this article, you will gain valuable insights into Beiersdorf AG's current standing and future prospects in the industry.

    What You Will Learn:

    • Who owns Beiersdorf AG and how their ownership impacts the company's operations and decision-making processes.
    • The mission statement of Beiersdorf AG and how it guides the company's overall strategic direction and goals.
    • How Beiersdorf AG generates revenue and makes money through its various business operations and revenue streams.
    • An overview of Beiersdorf AG's business model canvas, including the key components and how they interact to create value for the company and its stakeholders.
    • A list of Beiersdorf AG's main competitors in the market and how they compare in terms of market share, product offerings, and competitive advantages.
    • An analysis of Beiersdorf AG's strengths, weaknesses, opportunities, and threats (SWOT), providing insights into the company's internal and external factors that may affect its performance and growth prospects.

    Who owns Beiersdorf AG?

    Ownership Structure of Beiersdorf AG

    Beiersdorf AG, a renowned global skincare company, has an interesting ownership structure that is worth exploring. Let's delve into the question: who exactly owns Beiersdorf AG?

    At present, Beiersdorf AG is a publicly traded company listed on the Frankfurt Stock Exchange. This means that shares of the company are available for purchase by individual and institutional investors. The ownership of Beiersdorf AG is distributed among a diverse range of shareholders, including both domestic and international investors.

    The largest shareholder of Beiersdorf AG is the Tchibo Holding AG, a German conglomerate with interests in various industries. Tchibo Holding AG, through its subsidiary Maxingvest AG, holds a significant stake in Beiersdorf AG. This makes Tchibo Holding AG the majority shareholder, albeit not controlling, with a substantial influence over the company's strategic decisions.

    Another notable shareholder is the Hamburg-based Otto Group, a retail and services company. Otto Group holds a significant stake in Beiersdorf AG, which further diversifies the ownership structure of the company. The presence of Otto Group as a major shareholder emphasizes the synergies between the retail and skincare sectors, enabling collaborative growth opportunities.

    Apart from these major shareholders, Beiersdorf AG's ownership is distributed among a wide range of institutional investors, including pension funds, asset management firms, and insurance companies. These institutional investors play a significant role in shaping the company's ownership structure and are instrumental in providing stability and long-term investment support.

    It is important to note that Beiersdorf AG also has a substantial number of individual shareholders who own shares in the company. These individual investors include retail investors, employees, and executives of Beiersdorf AG, who have a vested interest in the company's success.

    The ownership structure of Beiersdorf AG highlights the company's commitment to maintaining a diversified shareholder base. This diverse ownership not only ensures stability but also facilitates access to capital and expertise from various sources. It also reflects the confidence that investors, both domestic and international, have in the company's growth potential and the skincare industry as a whole.

    In conclusion, Beiersdorf AG is primarily owned by Tchibo Holding AG and Maxingvest AG, with a considerable stake held by the Otto Group. Additionally, the company's ownership is distributed among institutional investors and individual shareholders. This diverse ownership structure contributes to the company's success and its ability to navigate the dynamic skincare market.

    What is the mission statement of Beiersdorf AG?

    Mission Statement of Beiersdorf AG

    Beiersdorf AG, a global leading skincare company, has a clear and concise mission statement that guides its actions and serves as a beacon for its employees and stakeholders. The mission statement of Beiersdorf AG can be summarized as follows:

    "We exist to enhance people's lives through our innovative and high-quality skincare products, focusing on delivering superior solutions that promote healthy and beautiful skin."

    This mission statement reflects Beiersdorf's commitment to providing effective skincare solutions that cater to the diverse needs and preferences of consumers worldwide. By prioritizing innovation and quality, Beiersdorf aims to exceed customer expectations and build long-term relationships based on trust and satisfaction.

    The company's mission statement also emphasizes its dedication to promoting healthy and beautiful skin. Beiersdorf recognizes the importance of skincare in overall well-being and self-confidence. Through its range of products, the company strives to empower individuals to feel comfortable and confident in their own skin.

    Furthermore, Beiersdorf's mission statement reflects its global perspective. As a company operating in various markets across the world, Beiersdorf aims to enhance people's lives on a global scale. By addressing the skincare needs of individuals from different cultures and backgrounds, the company demonstrates its commitment to inclusivity and diversity.

    Overall, Beiersdorf AG's mission statement encapsulates its purpose, values, and aspirations. It serves as a guiding principle for the company's strategic decisions and actions, ensuring a focus on innovation, quality, and customer satisfaction while promoting healthy and beautiful skin for individuals worldwide.

    How does Beiersdorf AG make money?


    Beiersdorf AG, a multinational company headquartered in Hamburg, Germany, is well-known for its diverse portfolio of personal care products. From skincare brands like Nivea and Eucerin to popular adhesive bandage brand Hansaplast, Beiersdorf AG has a strong presence in the global market. In this section, we will explore the primary sources of revenue for Beiersdorf AG and how the company generates profits.

    Sales of Personal Care Products

    The major source of income for Beiersdorf AG is the sales of its personal care products. With a wide range of brands catering to different consumer needs, the company has established a strong foothold in the beauty and skincare industry. Nivea, one of Beiersdorf AG's most recognized brands, contributes significantly to the company's revenue through its various skincare, body care, and lip care products. Eucerin, known for its dermatological expertise, further adds to the sales figures with its specialized skincare solutions for different skin conditions.

    Apart from these flagship brands, Beiersdorf AG also generates revenue through the sales of other products in its portfolio. La Prairie, a luxury skincare brand, targets a high-end market segment and contributes to the company's profitability. Additionally, the company's adhesive bandage brand, Hansaplast, provides a steady stream of revenue through the sale of wound care products.

    Geographic Expansion

    Beiersdorf AG has a global presence, with its products being sold in over 150 countries. The company's revenue is diversified across different regions, allowing it to tap into various consumer markets. Europe, with its large consumer base, is one of the primary regions generating revenue for Beiersdorf AG. The company's well-established distribution networks and brand recognition in this region result in significant sales figures.

    Furthermore, Beiersdorf AG has been successful in expanding its presence in emerging markets such as Asia-Pacific and Latin America. These regions offer immense growth potential due to increasing consumer disposable income and a rising focus on personal care and grooming. By adapting its marketing strategies and product offerings to cater to the preferences of these markets, Beiersdorf AG has been able to capitalize on the growing demand and generate substantial revenue.

    Research and Innovation

    Beiersdorf AG places a strong emphasis on research and innovation to maintain its competitive edge in the personal care industry. The company invests a significant portion of its revenue into research and development activities, enabling it to introduce new and improved products to the market.

    By continuously investing in scientific research and collaborating with experts, Beiersdorf AG can develop innovative formulations and technologies. These advancements not only enhance the effectiveness of its products but also allow the company to meet evolving consumer needs. As a result, Beiersdorf AG can command premium pricing for its products, boosting its revenue and profitability.


    In conclusion, Beiersdorf AG generates revenue through the sales of various personal care products, including its flagship brands like Nivea and Eucerin. The company's global presence and strong distribution networks enable it to tap into different consumer markets, contributing to its financial success. Moreover, by investing in research and innovation, Beiersdorf AG continually brings new and improved products to the market, further bolstering its revenue. With its diverse portfolio and commitment to meeting consumer needs, Beiersdorf AG remains a key player in the personal care industry.

    Beiersdorf AG Business Model Canvas Explained

    Introduction to Beiersdorf AG

    Beiersdorf AG is a renowned German multinational company that operates in the consumer goods industry. With a history dating back to 1882, Beiersdorf has established itself as a global leader in skincare and adhesive products. The company's commitment to innovation, quality, and sustainability has enabled it to build a strong presence in over 150 countries.

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic tool that helps businesses visualize and analyze their overall business model. It provides a comprehensive framework to understand how different components of a company's operations work together to create value for customers and generate revenue.

    Key Elements of Beiersdorf AG's Business Model Canvas

    1. Key Partnerships

    Beiersdorf AG has developed strategic partnerships with various stakeholders to enhance its business operations. These partnerships include collaborations with research institutions, universities, and suppliers. By working with these partners, Beiersdorf gains access to cutting-edge research, expertise, and resources, ensuring continuous innovation and product development.

    2. Key Activities

    The key activities of Beiersdorf AG revolve around product development, manufacturing, marketing, and distribution. The company invests heavily in research and development to create innovative skincare and adhesive products that cater to the diverse needs of consumers. Manufacturing facilities are crucial for producing high-quality products efficiently. Beiersdorf also invests in marketing campaigns to raise brand awareness and promote its products globally. Additionally, the company has an extensive distribution network to ensure its products reach customers across the globe.

    3. Customer Segments

    Beiersdorf AG's customer segments are diverse and span across different demographics and geographic regions. The company primarily targets individuals seeking skincare and adhesive solutions. Within this broad customer segment, Beiersdorf focuses on specific subgroups, such as men, women, and children, to tailor its products to their unique needs. By understanding and targeting specific customer segments, Beiersdorf can effectively meet their requirements and build long-lasting customer relationships.

    4. Value Propositions

    Beiersdorf AG's value propositions are centered around providing high-quality and innovative products that address customers' skincare and adhesive needs. The company continuously invests in research and development to introduce new formulations and technologies that offer superior results, ensuring customer satisfaction. Beiersdorf also emphasizes sustainability, promoting environmentally friendly practices throughout its value chain. By delivering products that meet customers' expectations and align with their values, Beiersdorf creates a strong value proposition.

    5. Revenue Streams

    Beiersdorf AG generates revenue through the sales of its skincare and adhesive products. The company offers a wide range of products, including NIVEA, Eucerin, and Hansaplast, catering to different customer segments and markets. Beiersdorf utilizes various distribution channels, including retail stores, e-commerce platforms, and pharmacies, to maximize its revenue streams. Additionally, the company leverages its strong brand reputation to command premium pricing for its products, contributing to its revenue generation.


    The Business Model Canvas provides a holistic view of Beiersdorf AG's operations and how it creates value for customers. By understanding the key elements of Beiersdorf's business model, including partnerships, activities, customer segments, value propositions, and revenue streams, we can appreciate the company's success and its ability to thrive in the competitive consumer goods industry.

    Which companies are the competitors of Beiersdorf AG?


    Beiersdorf AG, a global skincare and cosmetics company, faces stiff competition in the industry. Several companies compete with Beiersdorf across various product categories. Understanding the key competitors of Beiersdorf is crucial for analyzing the company's market position and growth prospects.

    L'Oreal SA

    L'Oreal SA is one of the major competitors of Beiersdorf AG. As a leading global beauty company, L'Oreal offers a wide range of skincare, haircare, makeup, and fragrance products. With popular brands like L'Oreal Paris, Garnier, Maybelline New York, and Lancôme, L'Oreal competes directly with Beiersdorf in the skincare and cosmetics segments. The company's extensive product portfolio, strong brand recognition, and global presence make it a formidable rival for Beiersdorf.

    The Procter & Gamble Company

    Another significant competitor of Beiersdorf AG is The Procter & Gamble Company (P&G). P&G is a multinational consumer goods corporation that operates in multiple sectors, including beauty and personal care. With brands like Olay, SK-II, and Gillette, P&G competes directly with Beiersdorf in skincare and grooming products. P&G's wide distribution network, diverse product offerings, and extensive marketing capabilities pose a challenge to Beiersdorf's market share.


    Unilever, a British-Dutch multinational company, is a strong competitor for Beiersdorf AG. Unilever's beauty and personal care division includes renowned brands such as Dove, Vaseline, Pond's, and Axe. With a focus on sustainability and innovation, Unilever offers a broad range of skincare, haircare, and personal care products that directly compete with Beiersdorf's offerings. Unilever's global presence, consumer loyalty, and commitment to ethical practices make it a tough competitor in the market.

    Johnson & Johnson

    Johnson & Johnson (J&J) is another notable competitor of Beiersdorf AG in the skincare and personal care industry. With its consumer health division, J&J offers popular brands like Neutrogena, Aveeno, and Clean & Clear. These brands compete directly with Beiersdorf's NIVEA and Eucerin. J&J's strong reputation, extensive product range, and focus on scientific innovation give it a competitive edge in the market.


    Beiersdorf AG faces tough competition from several industry giants in the skincare and cosmetics market. Companies like L'Oreal SA, The Procter & Gamble Company, Unilever, and Johnson & Johnson directly compete with Beiersdorf across various product categories. These competitors possess strong brand recognition, diverse product portfolios, and global reach, making the market highly competitive. Analyzing the strategies and market positioning of these competitors is crucial for Beiersdorf to stay competitive and drive growth in the industry.

    Beiersdorf AG SWOT Analysis


    • Strong brand portfolio: Beiersdorf AG owns well-known and trusted brands such as Nivea, Eucerin, and La Prairie. This diverse portfolio allows the company to cater to different customer segments and effectively penetrate various markets.

    • Global presence: Beiersdorf AG operates in over 150 countries, giving the company a wide geographic reach. This global presence enables it to tap into different consumer preferences and benefit from economies of scale.

    • Innovation and research capabilities: Beiersdorf AG places a strong emphasis on innovation and invests significantly in research and development. This allows the company to constantly introduce new and improved products, staying ahead of competitors and meeting evolving customer needs.


    • Dependence on a few key brands: Despite having a strong brand portfolio, Beiersdorf AG heavily relies on a few key brands like Nivea for a significant portion of its revenue. This concentration poses a risk as any decline in the popularity or performance of these brands could have a significant impact on the company's financials.

    • Limited presence in emerging markets: While Beiersdorf AG has a global presence, its market share in emerging economies is relatively low compared to its competitors. This limits the company's growth potential in these high-potential markets and exposes it to the risk of missing out on the rapid growth and rising consumer purchasing power in these regions.

    • High competition in the skincare industry: The skincare industry is highly competitive, with numerous players vying for market share. Beiersdorf AG faces stiff competition from both multinational corporations and local players, making it challenging to maintain or expand its market position.


    • Growing demand for natural and sustainable products: With increasing consumer awareness about environmental issues and a preference for natural and sustainable products, Beiersdorf AG has an opportunity to capitalize on this trend. By expanding its range of eco-friendly and organic skincare offerings, the company can attract a larger customer base.

    • Expansion into untapped markets: Beiersdorf AG has the opportunity to expand its presence in untapped markets, especially in emerging economies where the skincare industry is experiencing rapid growth. By tailoring its products to suit the specific needs and preferences of these markets, the company can gain a competitive edge and capture market share.

    • Digitalization and e-commerce: The rise of e-commerce and the increasing importance of digital platforms provide Beiersdorf AG with opportunities to enhance its online presence and reach a wider customer base. By investing in online marketing strategies and optimizing its e-commerce capabilities, the company can drive sales and engage with customers in a more personalized manner.


    • Economic downturns and currency fluctuations: Beiersdorf AG operates in a global market, making it vulnerable to economic downturns and currency fluctuations. A recession or unfavorable exchange rates can negatively impact the company's sales and profitability, especially in international markets.

    • Intense competition and price pressure: The skincare industry is characterized by intense competition, with competitors often engaging in price wars to gain market share. This price pressure can erode Beiersdorf AG's profit margins and potentially affect its ability to invest in research and development or marketing activities.

    • Changing consumer preferences and trends: Consumer preferences and trends in the skincare industry are constantly changing. If Beiersdorf AG fails to keep up with these shifts or adapt its product offerings accordingly, it may lose market share to competitors that better cater to the evolving needs and preferences of consumers.

    Overall, conducting a SWOT analysis allows us to gain insights into Beiersdorf AG's strengths, weaknesses, opportunities, and threats. By leveraging its strengths, addressing its weaknesses, seizing opportunities, and mitigating threats, Beiersdorf AG can position itself for continued success in the dynamic skincare market.

    Key Takeaways

    • Beiersdorf AG is owned by various shareholders, including institutional investors and private individuals, with no single majority owner.
    • The mission statement of Beiersdorf AG is to be the leader in skin care, offering innovative and high-quality products to enhance the well-being of consumers.
    • Beiersdorf AG generates revenue through the sale of its skincare and personal care products, including popular brands like Nivea, Eucerin, and La Prairie.
    • The Beiersdorf AG Business Model Canvas encompasses key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.
    • Competitors of Beiersdorf AG include multinational companies like L'Oréal, Procter & Gamble, Unilever, and Johnson & Johnson in the skincare and personal care industry.
    • In terms of SWOT analysis, Beiersdorf AG's strengths include a strong brand portfolio, innovation capabilities, and a global presence. However, it faces competition from established players, potential threats from economic downturns, and the need to adapt to changing consumer preferences.


    In conclusion, Beiersdorf AG, a multinational skincare company, has been a key player in the beauty industry for over a century. As a publicly traded company, it is owned by a diverse range of shareholders. The mission statement of Beiersdorf AG is centered around innovation, sustainability, and meeting the individual needs of consumers globally.

    Beiersdorf AG generates its revenue through various channels, primarily through the sales of its skincare and personal care products under well-known brands like Nivea, Eucerin, and La Prairie. The company also earns income through licensing agreements and strategic partnerships.

    Analyzing Beiersdorf AG's business model canvas sheds light on its key activities, resources, and value propositions. The company's strong brand reputation, extensive distribution network, and continuous investment in research and development contribute to its competitive advantage.

    As for its competitors, Beiersdorf AG faces stiff competition in the skincare and personal care industry. Major competitors include companies like L'Oréal, Unilever, and Procter & Gamble, which have established their own strong brand presence and global reach.

    Lastly, conducting a SWOT analysis reveals Beiersdorf AG's strengths, weaknesses, opportunities, and threats. The company's strengths lie in its well-established brands, research capabilities, and commitment to sustainability. However, it faces challenges such as intense competition, changing consumer preferences, and potential disruptions in the supply chain.

    Overall, Beiersdorf AG has a strong market position, driven by its commitment to innovation, sustainability, and meeting consumer needs. With a solid business model, strategic partnerships, and a focus on continuous improvement, the company is well-positioned to navigate the evolving beauty industry and maintain its success in the years to come.


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