NX NIVEA Accelerator expands to China

In order to jointly establish new brands on the market quickly and efficiently, Beiersdorf has signed a partnership agreement with China's largest B2C platform Tmall from the Alibaba Group to co-incubate Chinese startups. Existing skin care brands from Beiersdorf's portfolio such as NIVEA, EUCERIN, LA PRAIRIE, and HANSAPLAST are already successfully represented on Tmall.

For the NX program in Shanghai, Beiersdorf is focusing on collaborating with beauty startups from the areas of indie brands, beauty technology, personalization, and platform business models with a high degree of digitalization. In addition, Beiersdorf is particularly open to global indie brands in the skin care sector that want to enter the Chinese market and build their own local teams in Shanghai. 'We believe the expansion will create synergies between Beiersdorf and disruptive beauty startups in China thus further driving our innovation power in the region,' said Shirley Xue, General Manager of Beiersdorf Northeast Asia.