A striking new campaign has landed in Central London, as Beiersdorf, the skincare powerhouse behind NIVEA and Eucerin, unveils a bold new moment for Thiamidol – the ingredient hailed as a breakthrough in tackling hyperpigmentation.
Taking over London’s OUTERNET POP1 on 5th May, the “I AM… Thiamidol” billboard activation brings together Louise Redknapp, Paul C Brunson, Louise Pentland and Dani Dyer, each speaking publicly for the first time about their personal experiences with the condition. The campaign aims to shift perceptions, positioning Thiamidol not only as a scientific innovation but as a catalyst for confidence and representation.
The initiative centres on the emotional realities of hyperpigmentation, a condition that affects millions but remains widely misunderstood. By sharing candid reflections on its impact, the campaign’s contributors underscore the need for visibility and effective solutions. Their stories highlight how skincare concerns can intersect with identity, mental wellbeing, and self-esteem — and how real change begins with community-led honesty.
From Redknapp’s loss of confidence following postnatal pigmentation, to Brunson’s challenges with sun damage triggered by an unsuitable prescription, each voice brings a personal and relatable insight. Pentland recalls the confusion and shame she felt as a teenager encountering stretch marks for the first time, while Dyer reflects on years of trial and error in caring for her skin without guidance.
At the centre of it all is Thiamidol, a patented ingredient developed by Beiersdorf and found exclusively in NIVEA and Eucerin’s product portfolio (including NIVEA Luminous630 and Eucerin Anti-Pigment). Clinically proven to inhibit melanin production at its source, Thiamidol addresses the underlying cause of dark spots, post-acne marks, stretch marks, and uneven skin tone. Its efficacy outperforms more common brightening agents such as Vitamin C or niacinamide, reinforcing NIVEA and Eucerin’s place at the forefront of innovation in targeted skincare.
The “I AM… Thiamidol” billboard event took place on 5th May 2025 at OUTERNET POP1, Tottenham Court Road, with the high-impact launch starting conversations and reframing the hyperpigmentation journey through science, storytelling and visibility.
