Nivea, with its distinctive blue packaging, remains the German group Beiersdorf’s best-known brand. Its Greek subsidiary is now approaching €50 million in annual sales. Beiersdorf Hellas ended the financial year with turnover of €48.52 million, up 6.6%, and net profit of €1.79 million, up 23.5%.
Management said the increase in turnover was linked to its product strategy and an improved product and customer mix. The gross profit margin rose to 56.4%, from 55.7% in 2024, as the cost of sales fell in certain categories. Advertising and promotional expenditure came to €7.02 million over the same period, almost unchanged from 2024, equivalent to 14.5% of turnover.
Meanwhile, the cost of goods and materials rose to €21.69 million, from €20.72 million; staff costs increased to €4.78 million, from €4.55 million; and other operating expenses climbed to €14.56 million, from €12.66 million.
A notable change came in the company’s dividend policy. After paying a dividend of €4.6 million in 2024 — more than three times that year’s net profit — the board proposed no dividend for 2025.
At the same time, cash and cash equivalents rose to €6.64 million, from €4.74 million, while shareholders’ equity increased to €21.2 million, from €19.42 million. Total liabilities fell to €11.69 million, from €13.13 million, while financial liabilities to related companies declined to €828,000, from €1.58 million.
Management said Beiersdorf Hellas has no bank debt and is financed solely by its parent, Beiersdorf AG.
The company’s management said it was optimistic, setting out priorities including maintaining profitability, controlling operating costs and collecting receivables more quickly.