The Germany-based skin-care specialist will pay Bayer $550m for the iconic brand and gain entry to the US sunscreen market. The US represents the world’s biggest opportunity for sun care, but it’s also rife with uncertainty following FDA’s recent call for data to support key active ingredients’ continued GRASE status.

Nivea manufacturer Beiersdorf's three-pillar growth strategy will accelerate the firm’s presence in emerging markets, drive innovation and ramp up digitization in response to disruption by new, more agile market entrants.