Going global: Weleda's new CEO wants to put the cosmetics company on the map

In an exclusive interview with Swissinfo, Weleda CEO Tina Müller talks about the quiet revolution she has initiated at the Swiss cosmetics and healthcare company. When Tina Müller took the helm of Weleda in October 2023, she set out to modernise the century-old cosmetics and healthcare company. Among other strategic moves, she launched a premium range, bringing Weleda’s natural cosmetics portfolio to some 120 products. These now account for around 80% of sales. One year later, Weleda communicated double-digit growth across key international markets, notably in Asia, the United States, Eastern and Southern Europe. Net profit (Jahresergebnis in their annual report) surged by 93% in 2024. But what hasn’t changed is Weleda’s holistic and integrative approach to healthcare; known as anthroposophical medicine. These medecines sometimes criticised for their lack of scientific evidence, have long been a defining feature of Weleda’s identity and will remain so, says Müller. This will ...