What Weleda North America does

Weleda North America is the US operating subsidiary of Weleda Group AG, a Swiss multinational founded in 1921 that has built a 100-year heritage around NATRUE-certified natural cosmetics and skincare. The company operates as a primarily direct-to-consumer brand through its e-commerce storefront at weleda.com, distributing a plant-powered portfolio organized into three segments: Face Care (Skin Food franchise plus targeted collections in Rejuvenating, Plumping, and Smoothing), Body Care (lotions, oils, butters, washes, bath milks, deodorants, and oral care), and Baby and Mom Care (Calendula-based gentle formulations). Products are priced at a mid-to-premium tier, ranging from $8.49 lip balms to $49.99 wellness supplements, with $21.99-$29.99 face serums and moisturizers and 10-20% discounts on curated bundle sets. The US storefront offers free shipping on orders of $70+ and accepts standard card payments, Apple Pay, Google Pay, PayPal, and Klarna Pay in 4.

The company's product technology rests on biodynamically cultivated botanical ingredients, anthroposophic medicine principles combined with modern research, a 100+ specialist in-house R&D team, and a dedicated Fragrance Competence Center. Formulas are certified natural under NATRUE (the seal Weleda co-founded in 2008) and the company holds B Corp certification, most recently recertified in October 2024 with an increased score of 120.66. Sustained sustainability commitments underpin the value proposition: 81% of plant-based raw materials are organically sourced, 95% of electricity at production facilities comes from renewable sources, and 97% of generated waste is recycled. The Skin Food franchise, launched in 1926, remains the centerpiece of the brand and is being actively extended through new SKUs (serum sticks, face mist, super serum, body wash) and bundle architecture timed to the brand's 2026 centennial.

Commercially, Weleda North America runs a DTC-led model with no apparent owned retail footprint in the US. Customer acquisition is supported by email capture (15% off first order), content-driven brand storytelling (100-year heritage, certifications, sustainability), an affiliate program, and prominent customer reviews and celebrity endorsements. Customer segments are horizontal across general consumers, with use-case-specific sub-segments for face, body, and baby/mom, plus a smaller wellness-seekers segment for homeopathic supplements. The brand competes in the natural prestige skincare category against peers such as Aesop, Drunk Elephant, Tata Harper, and Dr. Hauschka, and is distinguished primarily by its century of heritage, NATRUE and B Corp credentials, and vertical integration into biodynamic ingredient sourcing.

Name

Weleda North America

Legal name

Weleda

Website

https://weleda.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Weleda North America is the US direct-to-consumer subsidiary of Swiss heritage brand Weleda Group AG, selling NATRUE-certified natural face, body, baby, and wellness skincare through its e-commerce site weleda.com, anchored by the 100-year-old Skin Food franchise.

Ownership category

akta.pro rank

Product category

Natural Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), Baby Bath & Cleansing (CRABAJAA), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Deodorants & Antiperspirants (CRADANAA)

Keywords

• Natural skincare products
• Botanical body care
• Baby care line
• Wellness supplements
• Organic cosmetics

Headquarters

HQ city

Irvington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce Sales: Weleda generates revenue primarily through direct sales via their e-commerce website (weleda.com). Products are sold at list prices with occasional promotional discounts. The model is straightforward retail with no intermediary, allowing full margin capture on product sales.
2. Product Bundles and Sets: Weleda offers curated bundles and multi-product sets at discounted prices (typically 10-20% off), encouraging higher average order values and broader product adoption.
3. Wellness Supplements: The company also sells wellness supplements including Fragaria Urtica Compound, Marjoram Compound, Amara Drops, Melissengeist, and Hepatodoron, representing a separate product category within their health offerings.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels5 records

Core offering

Weleda North America manufactures and sells NATRUE-certified natural personal care products including face care (moisturizers, serums, cleansers), body care (lotions, oils, washes, deodorants), baby and mom care (Calendula-based formulas), oral care, and homeopathic wellness supplements, sold primarily direct-to-consumer through its e-commerce website weleda.com in the United States. The company also offers curated product bundles with discounts of 10–20% and relies on its 100-year heritage, biodynamic sourcing, and B Corp certification as commercial differentiators.

Product overview

Weleda North America is a NATRUE-certified natural skincare company offering a diverse portfolio of plant-powered skincare products organized into three main segments: Face Care, Body Care, and Baby & Mom Care. The core product line is the Skin Food collection (launched in 1926), which includes the iconic Original Ultra-Rich Cream, Light Nourishing Cream, and related body and face care products. The company differentiates through ingredient-specific collections including Blue Gentian (Rejuvenating), Pomegranate (Plumping), Wild Rose (Smoothing), and Sea Buckthorn (Hydrating) for face care, while body care features Arnica (Muscle Relief), Birch (Cellulite), Lavender (Relaxing), and Citrus (Energizing) lines. Baby care is anchored by the Calendula collection. Products range from individual items (creams, serums, cleansers, body oils, deodorants, oral care) to curated bundles offering 10-20% savings. The company also offers wellness supplements and travel sizes. All products are certified natural, free from parabens, phthalates, synthetic preservatives and fragrances, and never tested on animals.

Differentiator

Problem solved

Functional benefit

Brands

• Skin Food: The award-winning core skincare collection featuring ultra-rich cream, body butter, lip butter, and face care products powered by nature's science.
• Calendula Baby
• Aroma Essentials
• Rejuvenating Face Care
• Plumping Face Care
• Smoothing Face Care

Products and services

• Skin Food Original Ultra-Rich Cream Weleda's hero face and body moisturizer since 1926, delivering plant-powered nourishment for dry skin; rated 4.7/5 by 275 customers.
• Skin Food Light Nourishing Cream Lighter version of the Skin Food formula for normal to combination skin types.
• Skin Food Body Butter Rich body butter that deeply moisturizes dry skin; bestseller rated 4.7/5 by 67 customers.
• Skin Food Body Lotion Improved-formula body lotion providing long-lasting hydration with the Skin Food botanical blend.
• Skin Food Super Serum New high-performance face serum targeting hydration and skin radiance with concentrated botanical actives; rated 4.9/5 by 7 customers.
• Skin Food Body Wash Gentle plant-rich body wash that cleanses while nourishing skin with botanical ingredients.
• Skin Food Lip Balm Nourishing lip balm that hydrates and protects delicate lips with plant-powered ingredients; priced at $8.49.
• Skin Food Lip Butter Ultra-nourishing lip butter bestseller with 116 customer ratings; $8.49.
• Skin Food Ultra-Light Dry Oil Lightweight dry oil that absorbs quickly to deeply nourish skin without residue.
• Skin Food Hydrating Face Mist Hydrating face mist enhanced with hyaluronic acid that boosts hydration and strengthens skin's moisture barrier; bestseller.
• Skin Food Repairing Serum Stick Solid serum stick that calms redness, smooths fine lines, and reinforces skin's protective barrier.
• Skin Food Brightening Serum Stick Award-winning serum stick with Vitamin C that reduces appearance of dark spots, enhances radiance, and visibly brightens complexion.
• Skin Food Face Care Nourishing Day Cream Nourishing day cream delivering lasting hydration and supporting skin's natural balance.
• Skin Food Face Care Nourishing Night Cream Restorative night cream that works overnight to replenish moisture and support skin renewal.
• Skin Food Face Care Nourishing 2-in-1 Cleanser & Mask Versatile Skin Food product that removes makeup and doubles as a nourishing mask.
• Rejuvenating Face Care Collection Advanced age-supporting face care line targeting visible signs of aging with blue gentian, edelweiss, and cica for firmer, brighter, revitalized skin.
• Plumping Face Care Collection Face care line supporting skin's natural renewal with pomegranate and maca root peptides for plump, bouncy, radiant skin.
• Smoothing Face Care Collection Moisture-boosting face care formulas with wild rose and white tea protecting against premature aging while targeting fine lines.
• Rejuvenating Face Care Bundle Curated set combining Rejuvenating Day Cream, Night Cream, and Serum for comprehensive age-supporting care at 15% savings.
• Cleansing Collection (Foam, Makeup-Removing Oil, Deep Cleansing Gel, Toner) Range of botanical cleansers (Gentle Cleansing Foam, Makeup Removing Cleansing Oil, Deep Cleansing Gel, Pore-Refining Toner) that purify, balance, and remove makeup while nourishing skin.
• Arnica Body Care Line Arnica-based body care line including Muscle Massage Oil and Arnica Bath Soak for muscle relief and relaxation.
• Birch Cellulite Body Oil Birch-based body oil targeting the appearance of cellulite.
• Aromatherapy Bath and Body Care Aromatherapy-inspired body care range including Relaxing Bath Milk (Lavender), Invigorating Bath Milk (Rosemary), and related body and beauty oils for bathing and pampering rituals.
• Sea Buckthorn Hydrating Body Care Sea Buckthorn-based body care including Hydrating Body Lotion, Body Wash, and Hand Cream for deep nourishment of dry skin.
• Wild Rose Body Care Wild Rose-based body care line including Pampering Body Lotion for silky smooth skin.
• Citrus Refreshing Body Care Citrus-based body care range including Refreshing Body Lotion and Citrus Deodorant for energizing hydration.
• Natural Deodorants Aluminum salt-free natural deodorants including Citrus, Wild Rose, Sage, Pomegranate 24h Roll-On, Citrus 24h Roll-On, and Men 24h Roll-On varieties.
• Natural Oral Care NATRUE-certified natural toothpaste and tooth gel line including Salt Toothpaste (bestseller), Calendula Toothpaste, Children's Tooth Gel, Plant Gel Toothpaste, and Ratanhia Toothpaste.
• Rosemary Condition & Shine Hair Oil Rosemary hair oil that conditions hair, adds shine, and cares for the scalp.
• Wellness Supplements NATRUE-certified natural homeopathic supplements supporting overall wellbeing, including Fragaria Urtica Compound, Marjoram Compound, Amara Drops, Melissengeist, and Hepatodoron (200 tablets); priced $29.99–$49.99.
• Calendula Baby Care Line Calendula-based baby care line including bestseller Diaper Cream, 2-in-1 Gentle Shampoo + Body Wash (award-winning), Nourishing Face Cream, Nourishing Body Cream, Comforting Body Lotion, and Comforting Baby Oil.
• Stretch Mark Massage Oil Massage oil for use during and after pregnancy to help with stretch marks.
• Calendula Baby Bundle Online exclusive bundle of calendula-based baby care essentials at 15% savings.
• Mama and Baby Essentials 3-Piece Set Curated set combining baby care and mom care essentials at 15% savings.
• Skin Food Head-to-Toe Set Comprehensive Skin Food collection set covering head-to-toe care at 15% savings.
• Aroma Essentials Collection Curated aromatherapy-inspired body care collection at 10% savings.
• Skin Food Travel Sizes and Accessories Travel-size variants of Skin Food products including Skin Food Mini and the Small versions of Original Ultra-Rich Cream and Light Nourishing Cream, plus the Tube Squeezer Key accessory.

Quantifiable outcome

• 97% of generated waste is recycled
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Goetheanum Research Institute (Switzerland)coreStrategic or Co-development PartnerWeleda collaborates with the research institute at the Goetheanum in Switzerland to investigate how the properties of plants are related to human beings. This partnership supports their holistic approach to natural cosmetics development, exploring questions such as which plant species can support skin conditions of sensitive individuals and why certain parts of plants are particularly suitable for nourishing creams.
• NATRUEcoreOthersIn 2008, Weleda joined forces with partners to establish the NATRUE seal of quality for natural and organic cosmetics. Weleda was instrumental in creating transparent criteria for the certification that everyone can understand and comprehend.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Dr. Hauschka: German heritage natural skincare brand with NATRUE-certified formulations and a similar anthroposophic/holistic positioning. Dr. Hauschka is the closest direct comparable to Weleda in terms of century-old heritage, natural-certification rigor, face/body/baby portfolio, and premium DTC-plus-spa distribution.
• Burt's Bees: Natural personal-care brand spanning lip balm, body care, and face care with a similar plant-based positioning. Burt's Bees (owned by Clorox) competes most directly in lip care, body lotions, and natural ingredient credibility, though at a more mass-market price tier than Weleda.
• Tata Harper: Luxury natural skincare brand selling through Sephora and DTC. Tata Harper overlaps directly with Weleda's Rejuvenating, Smoothing, and Plumping premium face collections in target customer (affluent, ingredient-conscious consumer) and pricing band.
• Drunk Elephant: Premium clean-beauty skincare brand (owned by Shiseido/LVMH, distributed at Sephora) competing head-on in face serums, moisturizers, and treatment sticks. Highly relevant for evaluating Weleda's ability to compete in prestige clean beauty against well-capitalized incumbents.
• Juice Beauty: USDA-organic certified skincare and beauty brand sold through Sephora and DTC. Comparable to Weleda in certified-organic positioning, face/anti-aging collections, and wellness-aligned brand story, though with a smaller international footprint.

Emerging players

• Herbivore Botanicals: Clean beauty brand focused on natural, plant-based skincare with strong social-media presence and Sephora distribution. Herbivore competes in adjacent segments (serums, oils, treatment sticks) where Weleda has launched newer SKUs.
• ILIA Beauty: Clean beauty brand straddling skincare and color cosmetics, distributed at Sephora. Overlaps with Weleda in Skin Food and complexion-adjacent categories and in the ingredient-conscious premium consumer segment.

Broad incumbents

• Aesop: L'Oréal-owned luxury natural skincare and fragrance brand with a global boutique footprint. Aesop is the broader incumbent benchmark for premium natural positioning, sophisticated retail experience, and elevated pricing — relevant for how Weleda scales beyond pure DTC.
• Origins: Estée Lauder-owned natural-ingredient skincare brand sold through department stores and its own DTC site. Origins overlaps with Weleda in plant-based face and body care at a similar premium-but-accessible price tier, with substantially broader US distribution.
• Kiehl's: Heritage (since 1851) premium skincare brand owned by L'Oréal with extensive US retail and DTC presence. Kiehl's is comparable in long-running brand heritage, premium apothecary positioning, and natural-leaning ingredient story, but operates at vastly larger scale.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/weleda
• LinkedInlinkedin.com/company/weleda-north-america

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Weleda North America