NIVEA ("doesn't do gay")

Nivea is a German personal care brand that specializes in skin and body care. It is owned by the Hamburg-based company Beiersdorf Global AG. This was the origin of Eucerin brand. Nivea comes from the Latin adjective niveus, nivea, niveum, meaning "snow-white".

 In World War II, the trademark "NIVEA" was expropriated in many countries. After the war, Beiersdorf bought the rights back.

In June 2019, marketing and media industry journal Ad Age reported that FCB, Nivea's long-time ad agency, had ended its relationship with the company. 

Among the primary reasons cited was NIVEA's rejection of a proposed ad that featured two men's hands touching because, according to a NIVEA executive, "we don't do gay at NIVEA." FCB had ended the relationship of more than a century.