Beiersdorf has reorganized its management structure in Southern Europe with two internal movements aimed at strengthening people management and the development of its high-end business. The company, owner of Nivea, Eucerin, and La Prairie, has appointed Sara Lupi as head of the group's luxury activities and Valerie Kruck as Human Resources director for the region.
The changes, effective from September 2026, are part of the German multinational's strategy to develop internal capabilities and support the evolution of its organization. As reported by Modaes, both appointments represent a redistribution of responsibilities within the regional structure.
Sara Lupi takes over the luxury business
Sara Lupi will lead the activities of the La Prairie and Chantecaille brands, specialized in high-end cosmetics. The executive will also maintain her responsibilities for Business Support Services (BSS) and the CEO's office. Lupi joined Beiersdorf in 2024 as head of Human Resources and, a year later, took over the direction of this area for Southern Europe. Her professional career includes experience at L'Oréal, Sanofi, and Opella, with roles related to selection, organizational development, and talent management.
Her new position expands her scope of action towards the luxury business, a strategic segment for the group due to its premium positioning and specialization in skin care.
Valerie Kruck to lead Human Resources in the region
Valerie Kruck will assume the direction of Human Resources for Southern Europe. The executive has a nine-year career at Beiersdorf, where she joined in 2017 as an HR Business Partner. Since then, she has held various international positions related to corporate social engagement, professional development, and talent acquisition. Between June 2025 and August 2026, she served as global head of talent acquisition, selection, and programs for early career professionals, based in Hamburg.
Her appointment will ensure continuity in the company's people management strategy during a period of organizational evolution.
The reorganization comes in a demanding year for Beiersdorf. During the first half of 2026, the group recorded sales of 4,952 million euros, 4.5% less than in the same period of the previous year, according to data collected by Modaes.