Wave goodbye to plastic and hello to freshly cleansed skin with NIVEA’s NEW MagicBARs, launching as part of the brand’s wider sustainability mission 

NIVEA® has launched a new range of plastic-free face cleansing bars as part of the brand’s broader commitment to more sustainable packaging and climate conscious products. Boasting 99% or more natural origin formulas, NIVEA® MagicBARs are not only the first cleansing bar range available on the mass market, but NIVEA’s first plastic-free face cleanser, with no microplastics in the formulation.

The arrival of NIVEA® MagicBARs forms part of NIVEA’s new sustainability mission, One Skin. One Planet. One Care, with more to be announced later this year. This comprises the brand’s long-term commitment to sustainable skincare and a healthier environment. From sustainably sourced ingredients, to using less plastic and increasing the amount of recycled and recyclable materials in its packaging, NIVEA® is serious about playing its part when it comes to  reducing its impact on the planet, with more to come over the course of 2021.

The launch is also a response to changing consumer mindsets with a global study conducted by NIVEA® in 2020, in 16 countries including the UK, finding that reduced or more sustainable packaging, environmentally-friendly formulas and natural ingredients are key priorities for consumers in the skin and personal care sector. As the world’s No.1 skincare brand, and the only personal care brand purchased by over 50% of households in Europe, this commitment to manufacturing efficacious products alongside more sustainable packaging solutions and formulations heralds the start of a long-term move by NIVEA® to minimise its environmental impact and CO2 footprint.

NIVEA’s steps also follow umbrella company Beiersdorf’s own Care Beyond Skin sustainability commitments, which also take into account sister brands Eucerin and Elastoplast. Among Beiersdorf’s science-based targets are a 30% absolute reduction in Scope 1, 2 and 3 greenhouse emissions by 2025, climate-neutral production sites by 2030, a 50% reduction of fossil-based virgin plastic by 2025 and 100% refillable, reusable or recyclable packaging within four years as the company moves towards fully circular resources.

Each individual MagicBAR is equal to one whole bottle of cleanser with a range of cleansing formulations to suit all individual skin types and needs. Each MagicBAR also boasts the same cleansing power as bottled cleansers, proving that cutting down on plastic needn’t mean compromising on quality.

NIVEA® MagicBAR is available in three variations including two solid cleansers and one solid scrub:

  • Refreshing – Rejuvenate with Almond Oil and Blueberries to leave skin feeling refreshed and restored
  • Radiance – Looking for a natural glow? Rose Extract and Vitamin E are here to brighten & boost
  • Exfoliating – Deeply cleanse and exfoliate skin with this 100% natural originating formula with Charcoal, to help refine skin texture and visibly reducing pore size

Despite their appearance, NIVEA® MagicBARs are soap-free, with their vegan and 99% or more naturally originating formula precisely tailored to the needs of facial skin, avoiding the irritation and dryness caused by alkaline-heavy soaps. This is possible through a technology called Syndet, where the pH is perfectly optimised to the skin’s own pH level, leaving a softer and gentler sensation without compromising on cleansing capabilities.

Housed in recyclable paper packaging, NIVEA® MagicBARs are also the very first NIVEA® product to have achieved the Ecocert® COSMOS Natural label, making the bars a certified natural cosmetic as well as paraben-, synthetic colourant-, and phenoxyethanol-free. 

Sophie Rock, Marketing Manager at Beiersdorf, says: “Our goal at NIVEA® has always been to make your skin feel happy and healthy, and we’re dedicated to making sure that the environment is happy and healthy too. We continue to evaluate and set ourselves ambitious sustainability goals because creating sustainable skincare products that are as gentle to our planet as they are to our skin is a challenge that NIVEA is willing to tackle.

“We want to be transparent about the challenges we face as an industry as well as the journey we are on to become more sustainable. Sustainability sits at the heart of our product innovation and is a value shared by everyone who works at NIVEA and Beiersdorf. We’ve come a long way in making sure our ingredients are sustainably sourced and our packaging is more recyclable and contains less plastic. We are excited to be launching new targets later this year, and while we recognise there is always more to be done, we are proud of the progress we are making, as shown by our new NIVEA® MagicBARs.”

To find out more about NIVEA’s commitment to sustainability, please visit: https://www.nivea.co.uk/about-us/sustainability-at-nivea

NEW NIVEA® MagicBARs (RSP* £5.99) are available to buy in-store and online at Boots and or online at Superdrug.com from April and in Tesco from May 2021.

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