NIVEA introduces its game-changing skin age-reversing serum: the NIVEA Cellular Epigenetics Rejuvenating Serum, featuring EPICELLINE®, a pioneering breakthrough ingredient powered by epigenetic science.
To launch this revolutionary product in South Africa, NIVEA proudly partners with iconic model Joëlle Kayembe, whose cultural impact spans two decades. South Africans will remember Joëlle’s unforgettable entrance onto the scene in the early 2000s. She starred in a now-legendary Sprite Zero ad with Mandla N in the driver’s seat and a single can that sparked nationwide conversation. At a time when representation of darker-skinned women was nearly invisible in mainstream advertising, Joëlle’s appearance was more than a modelling gig. It was a moment.
Now, two decades later, Joëlle fronts a campaign that speaks directly to the skin that has long been underrepresented in global skincare conversations. Her presence in this campaign underscores NIVEA’s commitment to local relevance and inclusivity in product innovation. “We are incredibly proud to feature Joëlle for this exciting innovation. Her ageless beauty, elegance, authenticity, and iconic presence make her the perfect face for a product launch that redefines what’s possible in skincare. Together, we’re celebrating a new chapter in beauty — one that’s driven by science, performance, and confidence” said Masindi Siaga, Senior Brand Manager on NIVEA Face Care.
By leveraging EPICELLINE®, NIVEA Cellular Epigenetics Rejuvenating Serum not only slows down the skin’s ageing process but also reverses it at the cell level. This empowers people to take control of the impacts of time on their skin and achieve visibly younger-looking skin in just two weeks.
This revolutionary product represents 15 years of epigenetic skin rejuvenation research, with NIVEA bringing advanced scientific research to the forefront of accessible skincare. EPICELLINE® is scientifically proven to reverse skin age by reactivating youth cell functions. The serum delivers 98% proven skin rejuvenation.
The role of epigenetics in skin rejuvenation
For decades, it was assumed that how skin ages is determined solely by genetics. However, epigenetics, which is the study of how lifestyle and environmental factors influence cellular activity,shows these factors directly impact how we age. For example, identical twins living in different environments can display dramatically different signs of skin ageing, such as more wrinkles, dark spots or loss of elasticity, despite having the same DNA.
Through cutting-edge research, scientists at Beiersdorf, the parent company of NIVEA, discovered EPICELLINE®. This active epigenetic ingredient works with the skin to reactivate silenced youth cell functions, neutralising and reversing the effects of external ageing aggressors.
“Excellence in skin research is in the DNA of our company, and the launch of EPICELLINE® is a true testament to how NIVEA offers superiority through science and ultimately facilitates powerful skincare advancements,” further adds Masindi Siaga. She continues,“Our patented skin-specific age clock technology helps us identify active ingredients and solutions that make people look younger than they really are. By leveraging our scientific expertise in epigenetics, we aim to restore the youthful functions of aged skin cells.”
Turning back the skin’s ‘age clock’ with EPICELLINE®
Based on epigenetic patterns, NIVEA’s patented skin age clock algorithm determines the biological age of the skin, which can differ significantly from chronological age. It was through this technology that EPICELLINE® was discovered, a potent, age-reversing ingredient.
The NIVEA Cellular Epigenetics Rejuvenating Serum, powered by EPICELLINE® and three types of hyaluronic acid, reactivates essential youth functions deep within the skin. It targets those aged 25+ who want to reverse early signs of skin ageing. Proven resultsinclude:
A new (r)evolution in accessible skin rejuvenation
The launch of the Cellular Epigenetics Rejuvenating Serum signals a new chapter in NIVEA’s commitment to innovation that meets the needs of real skin, especially skin that’s long been left out of the beauty conversation.
“With over a century of expertise, NIVEA continues to lead the way in advanced skin science with the launch of NIVEA Cellular Epigenetics Rejuvenating Serum and its groundbreaking active ingredient EPICELLINE®. It represents a significant milestone, not only for NIVEA but for the broader field of rejuvenating skincare in the mass market”, says Leonie Rödig, Vice President of NIVEA Face Care.
Lastly, Masindi Siaga, adds that, “Our obsession with skin has allowed us to redefine what’s possible for skin rejuvenation and,most importantly, continue to empower people to feel confident in their skin.”
This latest innovation from NIVEA supports Beiersdorf’s strong science-based active ingredient history and makes them accessible to the mass market. It joins other game changers such as Q10 and Thiamidol.
The NIVEA Cellular Epigenetics Rejuvenating Serum will be available at major retailers this September 2025.