It’s round, blue, simple – and world-famous: the Nivea tin. For 100 years, it has accompanied generations through everyday life — waiting in bathroom cabinets next to toothbrushes and shower gel, tucked into handbags and backpacks, always there at home or on the go as a familiar skin care companion.

In 1925, Beiersdorf took a bold step: the previously yellow, Art Nouveau-style tin was replaced with a new, clean design — deep blue with white lettering. A revolution on the cosmetics shelf.

 

“When I look at the blue tin, I see the essence of what Nivea stands for: consistent quality, emotional connection, and everyday relevance,” says Grita Loebsack, President of Nivea and Member of the Executive Board of Beiersdorf AG — a century later. “This design has stood the test of time and continues to connect generations.”

 

From floral patterns to the blue tin: the timeline traces 100 years of NIVEA design history – from 1911 to today. Image: Beiersdorf

 

Beiersdorf sells more than four tins per second across the globe – both online and offline. The iconic packaging is still produced in Hamburg today before it makes its way to over 170 countries. There, it is filled locally with the famous cream that, for many people, is more than just skin care: it’s a piece of childhood, a touch of comfort, a familiar scent.

           

What makes the tin a classic?

What was once a small luxury – in 1925, a 150-ml tin cost around 1.20 Reichsmarks, nearly two percent of an average monthly income – has become part of everyday life. Since 2024, every tin is made of at least 80

percent recycled aluminum.

The story of the blue tin is also the story of a visionary: Juan Gregorio Clausen, then Head of Advertising at Beiersdorf, deliberately chose the new design in 1925. The colors blue and white were meant to convey clarity, freshness, and trust – values the company continues to embrace 100 years later.

About the company

 

Headquartered in Hamburg, Beiersdorf has been developing skin care products for more than 140 years and, in 1911, created NIVEA – one of the world’s most recognized brands today. Its portfolio also includes products such as Eucerin, La Prairie, and Hansaplast. In fiscal year 2024, Beiersdorf generated sales of €9.9 billion.

 

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