How the blue Nivea can became a cosmetic star again thanks to under-30s

The Nivea blue can isn’t just an old classic — it’s a contemporary star. A flood of online videos, comments and tutorials turned Nivea into the third most popular cosmetic company on TikTok in 2023, according to beauty industry consultants, Beauty Packaging. The company’s products appeal to a wide range of different age groups. In a recent video with over 1.7 million views, a 92-year-old woman who looks much younger says Nivea cream is her secret. On TikTok, millennials and Gen Z users recommend using Nivea as a pre-shampoo hair treatment, eye contour, hand moisturizer, nail conditioner, tattoo care, cracked skin treatment, and stretch mark prevention.

In the beauty world, much like in religion, many statements appear rooted in faith rather than concrete evidence.

Nivea explains that the skin around the eyes is the most delicate on the face, ten times thinner than the rest. It has a thin moisturizing film due to fewer sebaceous glands, less sweat, slower blood microcirculation, and poor drainage.

“The key here is to use a specific cream. Otherwise, as Nivea mentions on their website, you might end up with swelling, puffiness and inflamed eyelids. Regular face moisturizers, like Nivea’s blue cream, are full of lipids and just aren’t right for this delicate area,” said Alain Valiente, creator of Eleven Obi.

When it comes to using the product on the hair, Elena Sánchez, Nivea Body Care brand manager at Beiersdorf Spain, said, “While some people have mentioned using Nivea Creme as a hair moisturizer, we recommend using it for skincare only.”

And what about stretch marks? “Hydration is key in preventing stretch marks. The more hydrated and nourished your skin is, the fewer chances they have of showing up. Some formulas are packed with oils. It’s no wonder Nivea is being used on stretch marks — it probably works great, ” said Valiente.

The moisturizer made its debut in 1911, although it looked different back then. “The initial design of Nivea Creme was yellow and featured Art Nouveau elements like floral patterns and typography that mimicked handwritten calligraphy,” said Sánchez. The legendary blue jar was launched in 1925. “Blue is associated with robustness and, of course, the sea,” she said. If we lined up all the Nivea jars sold, they would reach the Moon. “One big reason why Nivea Creme stays on top is its incredible versatility. You can use it to hydrate your skin, give extra care to dry spots like elbows and heels, pamper your face, take care of your hands, prevent chafing or stretch marks during pregnancy, protect against the cold, and even keep your tattoos looking sharp,” said Sánchez.

Journalists who have covered the beauty industry for a long time have been using it since they were little. “It’s always been like first aid to me. When I was a kid, everyone had a jar in their beach bags. People with sunburned noses walked around with that white stuff on their faces. It looked weird back then but seems very chic now,” said Marina Ruíz López, general manager of the publicity and communications agency that bears her name. Ruíz claims that she even managed to “remove a sunspot with the blue jar.” But the company warns against using Nivea Creme to remove spots. “We have never recommended using the cream for this purpose.”

The latest buzz on the internet compares Nivea to one of the priciest creams out there. Irish DJ Annie Mac posted a video on TikTok claiming that “Nivea is basically Crème de la Mer in different packaging.” While a jar of Nivea Creme costs $6-$8, Crème de la Mer will set you back $90 for a two-ounce jar. The video went viral, sparking many similar uploads. This prompted Regimen Lab, a Canadian company that verifies online beauty trends by analyzing the science and ingredients, to conduct a test. “First, we compared the formulas and found that Crème de la Mer and Nivea have a similar base. The key distinction lies in the fermented algae used by Crème de la Mer, which also includes botanical oils, a blend of active ingredients, and vitamins,” said the technicians in a video they posted. Still, they found the hydration capacity of the two creams to be similar.

But the base of the creams is one thing, and the ingredients (anti-wrinkle, antioxidants, regenerating...) are another. Many creams have the same moisturizing base formulations (oils, water). Crème La Mer is based on kelp seaweed fermented for over three months. It also also includes antioxidant lime tea and vitamins, among other ingredients. Once again, faith.

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