Friday, January 30, 2026

Beiersdorf Strengthens Health Care with New Invisible Wound Care Formats and Accelerates Global Expansion

Beiersdorf is expanding its Health Care business with the launch of innovative, invisible wound care formats. Under the brands Hansaplast, Elastoplast, and CURITAS, the company is introducing the Second Skin Protection Spray Plaster and the Second Skin Protection Liquid Plaster Concentrate. Both products are part of the Second Skin Protection franchise and address one of the largest white spaces in the wound plaster market: around 58% of consumers avoid traditional plasters.

The launch is part of the “Win with Care” strategy and strengthens Health Care as a core growth pillar. The goal is to attract new consumer groups and make everyday wound care more modern, discreet, and convenient.

Two New Formats for Greater Comfort and Discretion

With the spray plaster and liquid plaster concentrate, Beiersdorf offers two invisible alternatives to traditional plasters. Both formats were developed to overcome key barriers such as visibility, limited wearing comfort, and lack of flexibility. They are particularly suitable for on-the-go use, sports activities, hard-to-reach areas of the body, or small skin cracks.

“With our Second Skin Protection franchise, we are setting new standards in wound care and reaching a consumer group that has so far been largely underserved,” says Burcu Andreae-Nehlsen, President Derma & Health Care at Beiersdorf. “This launch unlocks one of the largest untapped market potentials and strengthens Health Care as a strategic growth pillar.”

Growing the Category Rather Than Cannibalizing It

The new formats build on the success of the Second Skin Protection Plaster (hydrocolloid) introduced last year. The dual-format approach deliberately expands the portfolio and creates additional usage occasions without replacing the existing plaster business.

“Our dual-format strategy was designed to increase buyer reach and repeat purchases,” explains Enno Martini, General Manager Global Health Care at Beiersdorf. The liquid plaster enables precise application and multiple uses, while the spray plaster is particularly fast and suitable for larger areas.

International Scaling and Growth

The expansion of the Second Skin Protection range supports the international scaling of the Health Care business. Consumer needs for invisible, flexible wound care are similar worldwide – an advantage for global scalability. In the first nine months of 2025, Beiersdorf’s Health Care business achieved organic sales growth of 8.8%, driven in particular by wound care.

Sustainability as Part of Innovation

Sustainability is also a key element of the launch: the spray plaster is offered in a can made from 100% recycled material (excluding spray head and valve). The film-forming formulations combine durability, flexibility, and water resistance, supporting Beiersdorf’s long-term sustainability agenda.

With the new invisible formats, Beiersdorf strengthens its leading position in wound care and consistently drives the modernization of the category.