Monday 5th May 2025

Beiersdorf, the global skincare leader behind trusted brands such as NIVEA and Eucerin, is proud to unveil a powerful new campaign that positions Thiamidol as the definitive solution for hyperpigmentation - a common skin condition that affects a large number of people worldwide.

Launching today (Monday 5th May 2025) in the centre of London at OUTERNET POP1, Tottenham Court Road, the ‘I AM… Thiamidol’ live billboard stunt brings together Louise Redknapp, Louise Pentland, Paul C Brunson, and Dani Dyer publicly for the first time. The moment is designed to help consumers fully understand the power of Thiamidol as a powerful skincare ingredient that truly helps those suffering with the condition, and to see themselves reflected as part of a confident, empowered community driven by this innovative formulation.

All four influential voices courageously share their personal journeys with hyperpigmentation — from emotional setbacks to skin empowerment — and how Thiamidol has helped transform not just their skin, but their overall self-confidence.

With this campaign launch, Beiersdorf brings Thiamidol into the spotlight like never before, showcasing the breakthrough ingredient that dermatologists and beauty experts alike are calling a game-changer. Patented and found exclusively in NIVEA and Eucerin’s product folio, including NIVEA Luminous630 and Eucerin Anti-Pigment, Thiamidol is specifically formulated to reduce melanin production which can create dark spots, hyperpigmentation, stretch marks and uneven skin tone outperforming many common anti-spot ingredients such as Vitamin C or niacinamide.

Meet the I Am… Thiamidol community

In this brand-new initiative, each one of the four brings their unique voice and lived experience to the forefront, highlighting the emotional impact of hyperpigmentation and the real, visible results they’ve achieved with Thiamidol.

Louise Redknapp, Singer/Songwriter: "I spent a lot of my holidays lying flat, in case a photographer was nearby, and there’s been lots of times in my life that I’ve compensated for the way I look – the skin pigmentation I suffered with after having my first child had a definite impact on my confidence – it’s tough when you’re in the public eye and dealing with a skin condition”

Paul C Brunson, Relationship Expert: "I used to suffer from severe acne and I went to see a doctor who prescribed me an ointment which had retinol in it - not only was the product harsh on my skin, but combined with my exposure to the sun, actually contributed to my hyperpigmentation - I had black spots, large black spots all over my skin, and it got to the point where I didn't want to go outside”

Louise Pentland, Content Creator: “I grew up without a mother figure in my life and, back then, no resource to the internet or social media. So, when I saw these, fine silvery lines (stretch marks) on my hips and thighs, I had no idea what they were. I wondered if I could wash or rub them off in some way – today, I am hugely grateful for knowledge & products that help give me confidence.”

Dani Dyer, TV Personality and Podcast Host: "When I was younger, I used to use any old face wipe or any sort of face scrub or cream. I just didn't know what the right thing was for my skin, and I never ever used an SPF! Summer, when my hyperpigmentation was at its worse, was when my anxiety kicked-in - I was so self-conscious and tried everything I could to cover it up.”

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