Beiersdorf Romania reaffirms its commitment to equality, inclusion, and respect

Events, Marketing

NIVEA, the renowned brand of the Beiersdorf company, supports diversity and inclusion in society and has once again joined the Bucharest Pride initiative this year.

NIVEA, a brand with a history of over 100 years, promotes the acceptance of everyone, regardless of skin type, age, gender, religion, or sexual orientation. NIVEA supports authenticity and acceptance, both within the company’s internal programs under the #beyou umbrella and through initiatives dedicated to diversity and inclusion in society.

NIVEA aims to support individuality and asserts that it doesn’t matter who you are, where you come from, or where you are going. Regardless of your choices, the person you love, your goals, and achievements, NIVEA encourages you to be authentic – #beyou.

NIVEA – Trusted Partner of Bucharest Pride in 2024

In line with NIVEA’s commitment of promoting fundamental values such as respect, inclusion, and diversity, the brand has again partnered locally with Accept Romania Association in support of Bucharest Pride 2024 and its theme: “We Are Ready.”

This year, the famous blue tin cream was also wrapped in Pride colors, with a special edition distributed as samples to event participants, who were invited to leave their own messages related to inclusion in a specially created space defined by the colors of the rainbow.

More than just a splash of color and joy, this initiative aimed to create an additional framework for expression for march participants, as part of NIVEA’s ongoing commitment: to create a space for discussion and support diversity, inclusion, and acceptance within the community.

NIVEA stands for care and trust, and we believe that care is not just about skin but also about the respect and dignity of every human being. Therefore, in line with brand values, NIVEA supported Bucharest Pride 2024 and contributed to making everyone feel appreciated and accepted, regardless of individual differences.


With a history of over 100 years, NIVEA represents the epitome of innovation in skincare products, being one of the largest and most important global brands. Always showing care for people, NIVEA has become, over time, more than just a personal care brand.

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