Astrid Hermann, CFO Beiersdorf – From NIVEA to Tesa: Steering a Global Portfolio in Changing Markets
How does a global consumer and industrial company balance heritage brands, science-led innovation, and investor expectations in increasingly dynamic markets? In this episode, Astrid Hermann, CFO of Beiersdorf, explains how Beiersdorf manages a portfolio that spans mass skincare, fast-growing dermatological brands, and luxury. She also speaks about why Derma has become a core pillar after tripling since 2016, and how innovation often gets launched there first, where the science can be explained through dermatologists rather than a six-second ad. We dive into the current demand environment, the 2025 market slowdown she describes as unusually broad-based, and what it means when guidance has to be revised. The conversation further turns to Beiersdorf’s industrial side, Tesa, and why it is not a diversification add-on but part of the company’s origins. Astrid outlines the innovation pressure in electronics and e-mobility, from ultra-thin tapes for devices to debonding and recycling requirements. We also talk about operating a listed company with a majority shareholder: how long-term backing can help avoid short-term “wrong decisions,” while public markets still force clarity, credibility, and delivery. We close with Astrid’s personal story, from an early move to the US and two decades in American corporates to lessons on finance as a business partner, flexible leadership with family life, and why humor matters when the world feels heavy. Guest Astrid Hermann, CFO – Beiersdorf Hosts Prof. Dr. Martin Glaum, WHU – Otto Beisheim School of Management Gori von Hirschhausen, PwC Germany Editorial Team Annika Lux-Röhrig Simon Görlach
