Beiersdorf has announced the acquisition of German natural cosmetics line Stop The Water While Using Me!, effective immediately.
The companies will partner to further their climate and resource protection strategies and have announced plans to develop joint sustainability initiatives, Nivea maker Beiersdorf said in a statement.
Stop The Water While Using Me!, was founded in 2011. Its products are biodegradable and feature refillable systems, while the brand itself practices sustainability and promotes the responsible use of water resources.
The product range comprises of solid, waterless body and hair care products as well as shower, hand, body and oral hygiene items.
Stop The Water While Using Me! is the latest addition to Beiersdorf’s portfolio in its natural cosmetics segment and supports the company’s sustainable focus as part of its C.A.R.E.+ strategy.
The business operations of the natural cosmetics brand will continue to be managed independently.
Iain Holding, general manager of Beiersdorf Germany/Switzerland commented on the acquisition, “We are investing in the brand’s vision and ideas because we believe that we can make a difference by joining forces.”
He added, “We are pleased that Stop The Water While Using Me! has joined our Beiersdorf community and are looking forward to expanding our sustainability commitments in line with our C.A.R.E.+ strategy.”
Elsewhere, CEO of Stop The Water While Using Me! Nina Witt said, “We believe that our partnership with Beiersdorf will be a win-win-win for all sides: Stop The Water While Using Me!, for Beiersdorf and, above all, for the environment – through our shared sustainable mission."
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Elizabeth Schroeder. Click subscribe to sign up to ESM: European Supermarket Magazine