dm-drogerie markt clarifies manufacturer status of Balea brand

Balea, the private label brand of the German drugstore chain dm-drogerie markt, remains a highly popular personal care series despite ongoing speculation regarding its actual manufacturers. Since its introduction in 1995, the brand has expanded to cover nearly all areas of body care, including the Balea MEN line launched in 2002.

While rumors have circulated online suggesting a connection to Beiersdorf, the manufacturer of Nivea, dm CEO Kerstin Erbe has explicitly denied these claims. Erbe stated that Balea is a dm private label with no connection to Nivea and is produced by experienced and renowned manufacturing partners.

Although dm does not officially disclose its specific suppliers, research suggests that the Dalli-Werke family business in Stolberg may be involved in the production process. Private labels are a significant driver for the retailer, accounting for approximately one-third of dm's total turnover.