In 1925, Beiersdorf gave its NIVEA creme a bold new look: a deep blue tin with white lettering. The design now celebrates its 100th anniversary and remains one of the most recognisable symbols of trust, quality and care in skin care. 

Grita Loebsack, President NIVEA and Member of the Executive Board of Beiersdorf said: “When I see the blue tin, I see the essence of what NIVEA stands for: consistent quality, emotional connection, and everyday relevance. It’s a design that connects generations and has stood the test of time. 

“Celebrating this anniversary is not only about honouring a bold decision made a hundred years ago, but also about recognising the loyalty of our consumers worldwide. The blue tin is not just a part of our history – it’s a part of millions of people’s daily lives.” 

The blue tins begin their journey in Hamburg, where Beiersdorf’s production site manufactures the iconic packaging. 

From there, the tins are shipped to markets around the world and filled locally with NIVEA Creme – a process that blends heritage with global reach. In 2024, each second more than four blue tins were sold around the world, both online and offline. 

“The global popularity of the blue tin underlines NIVEA’s relevance as the world’s No. 1 skin care brand,” Grita Loebsack adds. “In more than 170 countries, NIVEA Creme is part of people’s everyday routine – caring for skin on all body parts. An affordable icon that combines trusted skin expertise with an excellent value-for-money proposition. In short: NIVEA is for skin.”

What was once a small luxury has become a trusted everyday essential: Back in 1925, a 150-ml tin of NIVEA Creme cost around 1.20 Reichsmark – nearly two percent of an average monthly income. 

Adjusted for purchasing power, that would equal approximately 75 to 80 euros nowadays. The blue tin, once a symbol of aspiration, is now part of the daily lives of millions around the globe.

Today, the design continues to shape NIVEA’s visual identity. The recently refreshed design language features circular elements as a nod to the iconic tin – a subtle sign of the product’s emotional resonance and its enduring presence across the entire portfolio. 

Looking ahead, the blue tin will remain a symbol of responsible skin care. Beiersdorf continuously invests in sustainable packaging solutions and resource-saving production processes – aiming to harmonise iconic design with ecological responsibility. A good example: Since 2024, each blue tin contains at least 80% recycled aluminium, significantly reducing its carbon footprint.

The transformation in 1925 was led by Juan Gregorio Clausen, then Head of Advertising at Beiersdorf. 

He replaced the ornate yellow Art Nouveau tin with a clean, maritime-inspired design. 

The announcement at the time read: “The content remains the same, as it cannot be improved.” The shift was purely visual – yet revolutionary. Blue and white, chosen for their clarity and reliability, laid the foundation for a brand identity that would endure for generations to come.