Beiersdorf investing €139 million in Hamburg branch

26 June 2025

Beiersdorf Campus to add innovation centre - more investments in sustainable skin care

Beiersdorf has begun building a new 14,000 square metre innovation centre on its campus in Hamburg at a cost of €139 million, a press release said Friday (June 20, 2025). Hopes are now high that the investment will put the entire development and production chain on a new level thanks to digitalised procedures, artificial intelligence and interdisciplinary collaboration. Cooperations with universities and startups are also planned when the opens in 2028.

Oblique view from above of the laying of the foundation stone for the innovation centre. In the background excavators and construction site, in the centre the foundation stone with Beiersdorf employees and below journalists and guests observing the event — Laying foundation stone of Beiersdorf Innovation Centre – milestone for skin care in future .

Centre to boost interdisciplinary development and co-operation

Commenting on the "Win with Care" strategy, Vincent Warnery, CEO of Beiersdorf, said: "The innovation centre is more than just a building. It is our commitment to the future. We are strengthening our global innovative power and are creating space for development, creativity and talks. We want to attract thought leaders and talents from all over the world to shape the future of skincare together." Emphasis will be on the interdisciplinary development of products and technology. R&D, production, marketing and sales are to be more closely networked and products launched on the market faster. External partners such as startups and industry as well as universities and laboratories will also be integrated into the development process. "Collaboration with partners in commerce and science is an important competitive edge," said Melanie Leonhard, Senator for Economics, Labour and Innovation. Beiersdorf is thus strengthening local networks and the life sciences in Hamburg.

Several investments in Hamburg site

The new centre will use cutting-edge technology including AI, data-supported skin analyses and digitalised processes. This should shorten development cycles, enabling more accurate predictions and the production of small series and test samples on site. Thus, the path from idea to finished product will become more agile, faster and more sustainable. The centre is one of several major investments that Beiersdorf has made in recent years. In 2020, the group built the Technology Centre at a cost of €60 million, and invested a further €250 million in the Beiersdorf Campus, which opened in 2023.
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