Beiersdorf

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Everyone knows NIVEA, but few are aware of the Hamburg-based company behind it and other successful brands. Beiersdorf's story began in 1882, facing significant challenges during two world wars and anti-Semitic attacks during the Nazi period. The firm had to rebuild twice, yet it has emerged as a global player. Alfred Reckendrees narrates this captivating history using extensive archive material, detailing the economic hurdles and political conflicts faced by key figures, as well as the company's strategies intertwined with Germany's complex history. Today, Beiersdorf brands, including NIVEA, Hansaplast, 8x4, Eucerin, La Prairie, and tesa, are found in households worldwide. Initially, the company produced medicines and dressings, starting with a new plaster developed by pharmacist Paul Beiersdorf. Oscar Troplowitz later transformed the small factory into an internationally recognized brand. However, during World War I, the US business, which was highly profitable, was confiscated, forcing Beiersdorf to rebuild its international presence. In 1933, the company’s leadership attempted to protect it from anti-Semitic persecution through “self-Aryanization.” Despite surviving the Nazi regime and capitalizing on its economic opportunities, Beiersdorf lost its international business again after World War II, only regaining full control of its trademarks by 1997.