The micellar cleansing water market is set to experience significant growth, with its value projected to rise from US$211.8 million ($316.86  million) in 2024 to US$432.2 million ($636.3 million) by 2031, according to Coherent Market Insights.

 In line with this booming market, Nivea unveiled a new generation of Micellar Water products during an exclusive luncheon hosted at Quay, Sydney.

The event, hosted by Iantha Yu, showcased Nivea’s latest innovations in skincare, positioning the brand at the forefront of the market.

Kate Hensley, General Manager of Marketing at Nivea, opened the event by emphasising the brand’s deep-rooted history and widespread trust among consumers. “The brand Nivea has been around for about 100 years, and it’s trusted by so many people to use every single day. In fact, it’s actually used in seven million out of the 10 million households in Australia,” she noted, highlighting the brand’s significant market presence.

The new Micellar Water range, which includes products tailored for various skin types, represents a major expansion from Nivea’s previous offerings. Angela Marlow, Brand Manager for Nivea Face, described the revamped and expanded product line, saying, “We only had one product on the shelf for micellar, so it’s really exciting that now we’ve brought in three new products. Our Caring variant, formulated for dry skin, includes almond oil and vitamin E to nourish the skin. The Soothing variant, designed for sensitive skin, addresses irritation. And then, we have our advanced range with vitamin C in our  Brightening product.”

Rachel Jefferson, Quality & Regulatory Affairs Manager at Beiersdorf, detailed the technology behind these new formulations. “The micellar technology is based on surfactants that form micelles when they come into contact with impurities, effectively removing them from your skin. The added amino acid complex helps the skin retain moisture as you cleanse,” she explained, highlighting the products’ dual functionality of cleansing and skincare.

Tyra Johannes, one half of the winning couple on Love Island Australia 2023, said she was “absolutely over the moon” to be a Nivea brand ambassador. “Nivea has been a constant brand in my life for as long as I can remember and to be the face for their Micellar products is such a ‘pinch me’ moment,” she said. “The new Micellar range is amazing and I can’t wait to share more with you guys over the coming months.”

Launched in 1911, Nivea Creme was a groundbreaking innovation as the world’s first stable oil-and-water-based cream. As Beiersdorf’s largest brand, Nivea has since expanded its product range to include deodorants, face creams, sun protection, and a dedicated men’s line.

The new Nivea Micellar Water products not only aim to deeply cleanse without dehydration but also cater to specific skin needs.

The four products in the lineup now include:

  • Nivea Micellar Water – Brightening:  5% serum-infused with Vitamin C & E serum to revitalise and brighten dull skin.
  • Nivea Micellar Water – Regenerating: 5% serum-infused with panthenol and squalene serum, supporting the skin’s own regeneration processes.
  • Nivea Micellar Water – Soothing: Includes dexpanthenol, calming the skin, perfect for sensitive skin.
  • Nivea Micellar Water – Caring: Includes almond oil which helps hydrate dry skin.

To celebrate the brand’s new Micellar Water range, Nivea has used hyper-realistic CGI
tools to unveil the true beauty behind the make-up of the Luna Park face in Sydney,
revealing what it would look like if it stuck to a regular skincare routine, highlighting the
importance of cleansing and the difference Nivea’s new range can make to your skin.

Images from the launch event below:

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