At stage four of an aggressive cancer, doctors told Funmilayo Akinyode she had a 50–50 chance of survival. Eight cycles of chemotherapy later, she is now in remission, but her fight continues. Like many survivors, Akinyode’s battle extends beyond her health to reclaiming her place in society.
Her story is not unusual. Cancer is on the rise in Nigeria. According to WHO’s Globocan data, the country records over 120,000 new cases and more than 70,000 deaths every year. Yet, survival does not always equal relief. For many, the aftermath is devastating: savings are depleted, homes are sold, businesses are shuttered, and children are pulled out of school. This is the less spoken side of cancer, its economic and emotional toll.
It is against this backdrop that Beiersdorf, the global personal care company known as the inventor of modern skin care, develops and sells innovative skin care and cosmetic products, is redefining what it means to care. Through its flagship brand, NIVEA, Beiersdorf Nigeria is extending care beyond the skin into the fabric of society.
In 2024, the company launched Supporting Moments of Care, a global commitment to providing genuine support to its employees, communities, and consumers during significant life challenges, often through its “Care Beyond Skin” initiative. As part of the programme, Beiersdorf Nigeria came up with an in-store initiative,
You Buy | You Save | We Donate, a community-focused campaign where a portion (₦300) of the sales of participating NIVEA products is donated to a partner charity, supporting social causes such as helping cancer survivors.
Country Manager, Beiersdorf Nigeria, Dele Adeyole, said: “At Beiersdorf, care is more than a brand promise: it is our corporate DNA. This initiative demonstrates how NIVEA translates the simple act of choosing our products into a powerful force for social good. By channeling everyday consumer choices into a ₦46 million lifeline for cancer survivors, we are affirming that care must touch both skin and soul. We are humbled to stand with BRICON Foundation in restoring dignity, resilience, and hope to survivors across Nigeria.”
The outcome has been remarkable. In November last year, it donated the sum of N16,456,500.00 million to The Dorcas Cancer Foundation, a non-profit organisation in support of the foundation’s Back-to-School fund aimed at helping children who survived cancer to get back to school. A few days ago, Beiersdorf doubled down on its commitment to these cancer survivors, raising over ₦46 million, which it donated to The BRICON Foundation, one of Nigeria’s leading cancer support organisations, at the second edition of the R.I.S.E. event recently.
“Most people know NIVEA for skin care, but our mission goes deeper; we are committed to caring beyond skin,” said Fiyin Toyo, Marketing Director for Central, East & West Africa at Beiersdorf. “This partnership allows us to transform the value of care into something tangible, giving survivors dignity, hope, and the opportunity to rebuild.”
The funds are channelled into BRICON’s R.I.S.E. framework: Rebuild, Integrate, Support, Empower, a micro-grant programme, launched in partnership with Beiersdorf Nivea’s Moments of Care initiative, aimed at providing financial and mentorship support to cancer survivors in Nigeria so they can restart or relaunch their businesses and reintegrate into the community. This covers microloans for small businesses, vocational training, school fees, and psychosocial support, ensuring that survivors not only recover but also regain independence.
For Beiersdorf, this initiative is more than charity; it is a purpose in action. Customers who bought NIVEA products directly enabled the brand to give back, with every unit contributing to the ₦46.6 million raised.
From a business standpoint, the campaign reflects a wider shift: consumers now expect brands to lead on systemic challenges, not just sell products. Purpose-led commerce is gaining traction, with younger demographics especially choosing companies that align with their values.
Beiersdorf’s message is clear: care does not stop at the surface. It is a commitment to help survivors not only live but thrive. With the success of this year’s campaign, Supporting Moments of Care is poised to expand, creating more pathways for survivors to R.I.S.E. and setting a new benchmark for purpose-driven business in Nigeria.
