British pop star Cheryl makes a radiant return as she headlines Nivea’s new Cellular Epigenetics Age Rewind Serum campaign—her first major project since 2024.
Nivea teams up with Cheryl to launch age-reversing serum
Nivea, from Beiersdorf, welcomes Cheryl as the ambassador for their breakthrough serum designed for skin longevity. The campaign spans TV, social media, and in-store ads, spotlighting Cheryl’s genuine beauty journey.
Powered by Epicelline, Nivea’s patented epigenetic ingredient, the Age Rewind Serum reflects 15 years of research aimed at making advanced skincare widely accessible.
Authenticity and new beginnings
Cheryl’s partnership comes as she reemerges in the public eye, connecting consumers to science-backed skincare.
Andrew Rawle, Marketing Director Northern Europe at Nivea, shared:
“Cheryl brings a genuine authenticity to this campaign, making her a natural fit for Nivea’s latest innovation,” said Andrew Rawle.
“Her own skin care journey reflects that of so many women who have evolved their routines over the years and are now seeking something more advanced and science-based. With the launch of our Cellular Epigenetics Age Rewind Serum, we are stepping into a new era of skincare with Nivea—bringing 15 years of research into a breakthrough that delivers visible results without compromise.”
Cheryl’s perspective
Cheryl reflected:
“I’m so excited to be partnering with Nivea. It is such a trusted and relied-upon brand that continues to evolve with the times,” said Cheryl.
“For me, it’s always been trust in a bottle, I have used it for as long as I can remember and always make sure I have the classic blue pot in my bathroom cupboard. This new serum is a total game-changer. It’s smart, it’s gentle, and it brings back that youthful, radiant glow we all love and remember.”
A new chapter for accessible beauty
The campaign signals Nivea’s commitment to make age-reversing skincare mainstream, with Cheryl’s authentic endorsement adding credibility and warmth.
