Nivea launches MagicBARs as part of its sustainability mission

Nivea has launched a 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 the brand’s first plastic-free face cleanser, with no microplastics in the formulation.

Each individual MagicBAR is equal to a whole bottle of cleanser, and boasts the same cleansing power.

Nivea MagicBAR is available in three variations, including two solid cleansers and on solid scrub. Refreshing contains almond oil and blueberries to leave skin feeling refreshed and restored, while Radiance is enriched with rose extract and vitamin E to help brighten and boost. Finally, Exfoliating contains charcoal to help deeply cleanse, refine skin texture and visibly reduce the appearance of pore size.

The soap-free MagicBARs are soap-free, vegan and housed in recyclable paper packaging. They are the first Nivea product to have achieved Ecocert COSMOS Natural certification, and are free from parabens, synthetic colours and phenoxyethanol.

The launch 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. 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 ore key priorities for consumers in the skin and personal core sector.

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 the planet as they are to our skin is a challenge that Nivea is willing to tackle. 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.”

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