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Associated Press
02-04-2025
- Business
- Associated Press
Financial Year 2024: Weleda Achieves Record Turnover and Significantly Improves Profitability
Turnover increased by 8.3% to EUR 456.2 million. Operating profit (EBIT excluding special effects) more than doubled from EUR 13.4 million to EUR 28.3 million. Both business units – Natural Cosmetics and Pharmaceuticals – delivered strong growth worldwide. Strategic growth drivers: internationalisation, digitalisation, innovation, and premiumisation. CEO Tina Müller: '2024 was a year of renewal for Weleda – and a very strong year for us economically. Our strategy of growth with responsibility is working.' CEO Tina Müller: 'We have once again started the new financial year with strong momentum. We will continue our sustainable growth path with many innovations.' Weleda AG, the global market leader in certified natural cosmetics and anthroposophic medicines, can look back on a very successful 2024 financial year. Turnover rose by 8.3% to EUR 456.2 million (previous year: EUR 421.2 million) – the highest in the company's history. At the same time, Weleda significantly improved profitability, more than doubling its operating profit (EBIT excluding special effects) to EUR 28.3 million (previous year: EUR 13.4 million). Both business units and all regions worldwide contributed to dynamic growth. In Natural Cosmetics, sales rose by 8.2% to EUR 367.9 million (previous year: EUR 340.1 million), while the Pharmaceuticals unit increased sales by 8.7% to EUR 88.3 million (previous year: EUR 81.2 million). '2024 was a year of renewal for Weleda – and a very strong year for us economically. Our positive performance shows that our strategy of growth with responsibility is working,' says Tina Müller, CEO of Weleda AG. 'We have taken the right steps to further strengthen our competitiveness and resilience. Our focus on the four strategic growth driversof innovation, premiumisation, digitalisation, and internationalisation is proving effective.' International expansion – core D-A-CH region shows strong recovery In 2024, Weleda continued to expand its international business, achieving double-digit sales growth in major markets such as Asia and the USA, as well as in Eastern Europe, Southern Europe, and the Benelux countries. The company also returned to a clear growth trajectory in its core D-A-CH region after several challenging years. In Germany – the company's largest single market – sales rose by 6.2%. In Switzerland, turnover increased by 7.4%. This positive development in the D-A-CH region was supported by the successful launch of new webshops in both countries in spring 2024. Weleda demonstrated strong innovative capacity in 2024. New products such as the rejuvenating Blue Gentian & Edelweiss facial care and the extended Rosemary hair care line were key growth drivers in the cosmetics segment. In the pharmaceuticals segment, the strategic focus on core product categories – eye health, stress & sleep, and digestion – had a positive impact on performance. Eye preparations in particular contributed to growth, with a 32% increase in sales. Reduced complexity – increased efficiency At the beginning of 2024, Weleda implemented a new organisational structure, introducing dedicated business units for Natural Cosmetics and Pharmaceuticals and giving them greater entrepreneurial responsibility. Strong central functions were also created, and expertise consolidated across the company. 'The new organisational structure has made us faster, more efficient, and more effective, which benefits our customers worldwide,' says Tina Müller. Sustainability by conviction Amid ongoing transformation, Weleda remains true to its core values. Sustainability continues to underpin its business model. The company actively supports biodiversity, healthy soils, and the circular economy. In 2024, Weleda sharpened its sustainability strategy and set ambitious new targets. The company aims to achieve net zero for Scope 1 and 2 emissions by 2040, and to reduce Scope 3 emissions by 80% by that time. Stable growth through innovation The future of Weleda will be shaped more than ever by innovation. The recently introduced multi-generation skincare line minLen is the first in a new series of product ranges in Natural Cosmetics launching in 2025. With this line, as well as the new Weleda Cell Longevity facial care, the company is moving further into the premium segment and expanding its distribution channels. Both product lines will be available in perfumeries. Weleda is also strengthening its innovative capabilities in Pharmaceuticals. Under the name Futurum, an interdisciplinary team has been formed to further develop anthroposophic medicines, strengthen their scientific basis through research, and introduce new application formats to benefit patients. A modernised brand for long-term success The strategic evolution of Weleda is also reflected in its modernised brand image, designed to appeal to younger target groups. The company has refreshed its visual identity, including the logo, to make it more contemporary and premium. The logo is now accompanied by a word mark that highlights the company's values and origins: 'Natural Science' or 'Swiss Natural Science'. Weleda products remain certified natural, while the company continues to draw on its own research and development to optimise the power of medicinal plants for maximum effectiveness and vitality-enhancing benefits. The new brand identity will be rolled out across markets throughout 2025. 'We have set the course for long-term success in every respect. We have again started the new financial year with strong momentum and will continue on our growth path with many innovations,' says Tina Müller. About Weleda Weleda AG is a Swiss public limited company headquartered in Arlesheim, near Basel. Active in over 50 countries, Weleda employs around 2,200people worldwide. It is the world's leading manufacturer of certified natural cosmetics and anthroposophic medicines. Weleda cultivates six of its own biodynamic gardens and is especially committed to promoting biodiversity and maintaining healthy soils. Weleda is a certified B Corp.
Associated Press
20-03-2025
- Business
- Associated Press
Weleda Unveils Its First Comprehensive Modernization of the Brand Appearance in over 100 Years
Weleda refreshes its brand identity, reaffirming its Swiss roots to appeal to new audiences and strengthen its premium positioning. First comprehensive revision of the Weleda logo and visual brand world in the history of Weleda Expertise in medicinal plants, research, and Swiss heritage take centre stage Weleda AG, the global leader in certified natural skincare and anthroposophic medicines, introduces a renewed brand identity. The logo, corporate design, and overall brand presence have been modernized – marking the first comprehensive modernization of the brand appearance in the company's history since its founding in 1921. 'Our brand identity is now more modern, clear, and elegant – while staying true to our roots and values,' says CEO Tina Müller. 'Weleda is evolving. A strong brand stays relevant by adapting to the needs of today,' says Müller. The company underwent a comprehensive modernization process with the brand and design agency Peter Schmidt Group, as part of its evolution as a purpose-driven company. 'Refreshing our brand identity strengthens our positioning – 'Beauty and health in harmony with people and nature' – while supporting our corporate strategy of 'Growth with responsibility'. Weleda is strengthening its connection with younger audiences while reinforcing its position in the premium segment,' Müller explains. The new Weleda logo remains true to its anthroposophic-inspired typography while evolving into a finer, more elegant, and contemporary design. The tagline has also been refreshed: rather than referencing the founding year, it now highlights Weleda's unique expertise. 'With 'Natural Science' or 'Swiss Natural Science', we highlight our extensive knowledge in medicinal plants, cultivated over more than 100 years. Through scientific research, we unlock nature's potential to create highly effective, naturally active formulations,' says CMO Susanne Schgaguler. 'Every plant is thoughtfully selected, carefully cultivated, harvested, and processed. Our products support the body's natural vitality – with nature as the foundation of our business in every respect'. Weleda also reinforces its Swiss heritage through the new tagline. 'With 'Swiss Natural Science', we highlight what has always been deeply embedded in Weleda's DNA – our Swiss roots and our commitment to formulating high-quality products using the finest natural ingredients in our Swiss laboratories,' says Schgaguler. In line with its high sustainability standards, Weleda will gradually roll out the new packaging over the coming months. 'We are implementing the new logo step by step, ensuring that no packaging materials are wasted,' says Schgaguler. After the transition of the Weleda natural skincare lines, the pharmaceutical packaging will also be updated. The Weleda symbol has also been modernized while preserving its meaning. The brand symbol with The Rod of Asclepius, a symbol of harmony between beauty and health, has been given a more refined and aesthetic design. 'Refreshing a brand with over a century of history is a great responsibility,' says Heidrun Angerer, Executive Creative Director at Peter Schmidt Group. Over a 12-month process, Weleda worked closely with the Hamburg-based agency to revitalise the brand. 'We were working with a brand that has remained consistently true to its rigorous quality standards – an approach that is more relevant today than ever before. However, for younger consumers and discerning shoppers seeking high-quality products, this commitment was not always easy to decipher. Together with the Weleda team, we defined the level of renewal we saw as necessary and appropriate for the brand, ensuring alignment with its philosophy, messaging, and the intrinsic value of its products. Our goal was to create a visual language around the new logo that would be instantly recognisable to Weleda fans while also making it more accessible to new audiences,' explains Heidrun Angerer. 'The result is a brand identity that resonates with the spirit of the times. From April, the new Weleda logo will be present across all customer touchpoints – on social media, in our online shop, on digital platforms, and in physical retail,' says Susanne Schgaguler. 'Refreshing a century-old brand is a significant responsibility. But I believe this evolution reflects the vision of our founders. Ita Wegman and Rudolf Steiner dedicated their lives to continuous development,' says Tina Müller. Weleda Project Team: Tina Müller, CEO Susanne Schgaguler, CMO Esther Giessler, Head of Brand Andrea Lederer, Chief Digital Officer Peter Schmidt Group Project Team: Heidrun Angerer, Executive Creative Director Tobias Herber, Design Markus Buchhammer, Senior Director Consulting You can download Weleda's updated visual and brand assets via this WeTransfer link. About Weleda Weleda AG is a Swiss public limited company with its headquarters in Arlesheim near Basel. Weleda is represented in over 50 countries and employs around 2,500 people. Weleda is the world's leading manufacturer of certified natural cosmetics and anthroposophic pharmaceuticals. Weleda runs six gardens of its own using biodynamic cultivation methods and is particularly committed to biodiversity and healthy soils. Weleda is a certified B Corp. More information about the Weleda Group can be found at
