Short answer: Yes — NIVEA (made by Beiersdorf) is broadly considered a trustworthy, long‑standing mass‑market skincare brand: its products are formulated to meet regulatory safety standards, are widely used and reviewed positively for basic moisturizing and sun‑care, and the company publishes safety and sustainability information. That said, whether it’s the “best” or most appropriate brand for you depends on your skin type, sensitivities, and values. (niveausa.com)

Key points to help you decide

• Safety & regulation: NIVEA formulas are developed to comply with EU/US regulatory safety requirements, and Beiersdorf says it follows industry testing standards and invests in alternative test methods. For routine use (moisturizers, cleansers, many sunscreens) their products meet official safety rules. (niveausa.com)

• Effectiveness: NIVEA is best known for reliable, affordable moisturizers (classic creams, lotions) and many users report good results. Some lines (e.g., Eucerin, La Prairie are other Beiersdorf brands) target specific clinical needs. As with any brand, product performance varies by formulation and individual skin. (instyle.com)

• Animal‑testing / cruelty‑free status: This is a common area of confusion. Beiersdorf states it does not conduct animal testing for cosmetics unless required by law and advocates alternatives; however, cruelty‑free certifiers (e.g., PETA) do not list NIVEA as cruelty‑free because the company sells in markets where authorities have, in some cases, required regulatory animal testing. If an absolute cruelty‑free policy is important to you, NIVEA may not meet strict cruelty‑free criteria. (Beiersdorf.com)

• Transparency and sustainability: Beiersdorf/NIVEA have published transparency initiatives (product scores, sustainability reporting) and in 2025 announced EcoBeautyScore implementation for NIVEA to provide more product‑level environmental info. That indicates growing transparency but doesn’t automatically mean every product is “green.” (Beiersdorf.com)

• Product‑specific concerns (example: sunscreens): Recent consumer testing has, in some jurisdictions, raised questions about SPF labeling for several popular sunscreen products (reports and retesting calls have involved multiple brands, including NIVEA in some reports). This is an evolving issue — for sun protection, stick to broad‑spectrum sunscreens with appropriate SPF, reapply as directed, and follow guidance from dermatologists and regulators. (heraldsun.com.au)

Practical advice

• Choose by need: pick NIVEA variants formulated for your skin type (sensitive, oily, dry). For acne, aging, rosacea, or eczema consider dermatologist‑recommended medical lines (e.g., Eucerin or prescription care).
• Patch test new products for 48–72 hours if you have sensitive skin or allergies.
• If cruelty‑free sourcing is essential, check cruelty‑free certifiers (Leaping Bunny, PETA) and brand export/market policies before buying. (crueltyfree.PETA.org)

If you want, tell me your skin type or the specific NIVEA product you’re considering and I’ll give product‑level feedback (safety, likely benefits, any known issues).