Weleda

What Weleda does

Weleda AG is a Swiss natural cosmetics and pharmaceuticals group headquartered in Arlesheim, Switzerland, founded in 1921 and operating with 1001-5000 employees across global markets. The company develops, manufactures, and distributes NATRUE-certified natural cosmetics spanning facial care, body care, hair care, baby and maternity care, men's grooming, intimate care, and a separate pharmaceutical line of anthroposophic medicines, dietary supplements, syrups, and homeopathic remedies. Its portfolio is organized around ingredient-based sub-brands (Skin Food, Cell Longevity, Blauer Enzian & Edelweiss, Wildrose, Granatapfel, Mandel, Iris, Baby Calendula, Baby Derma Weisse Malve, Arnika, Birke, Vlora+, FOR MEN) and includes differentiated proprietary technologies such as the NAD+ Booster in the premium Cell Longevity line, Exosome Peptides Technology in Exo Boost masks, and a patent-pending Collagen+ Active Complex combining Blue Gentian, Edelweiss, and Centella asiatica.

The company's revenue model is B2C, unit-priced across tiers ranging from entry-level (CHF 7.50 hand creams) through mid-range (CHF 20-50 moisturizers and serums) to premium anti-aging products (CHF 60-95 Cell Longevity), with occasional 10-20% promotional pricing. Distribution combines direct-to-consumer e-commerce via owned storefronts (weleda.ch and regional sites, with free shipping above CHF 60), specialist retail partnerships including pharmacies and health stores, and seasonal limited editions; EMEA is the primary revenue base with 2025 growth reported in Italy, Germany, Switzerland, Austria, and online channels. Weleda holds NATRUE, B Corp, and UEBT certifications, maintains a dedicated medicinal plant garden in Schwäbisch Gmünd, Germany, operates zero-emission logistics infrastructure, and supplements manufacturing via an OEM partnership with KM Pharmaceutical in Korea. Recent strategic activity includes entry into the Indian market, the minLen sub-brand co-developed with Princess Madeleine of Sweden, a Paris Fashion Week partnership with Stella McCartney, and the Skin Food centenary campaign anchored at RHS Chelsea Flower Show 2026, led by CEO Tina Müller.

Name

Weleda

Legal name

Weleda

Website

https://weleda.ch

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Weleda is a Swiss natural cosmetics and pharmaceuticals company founded in 1921, manufacturing NATRUE-certified skincare, body care, baby care, men's grooming, and anthroposophic medicines for global consumers across Europe, with active geographic expansion into India.

Ownership category

akta.pro rank

Product category

Natural Cosmetics and Pharmaceuticals

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Sensitive Skin & Barrier Repair (CRABAAAG), Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging) (CRABAGAD), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Natural cosmetics manufacturing
• Botanical skincare products
• Anthroposophic pharmaceuticals
• Organic baby care
• Plant-based personal care

Headquarters

HQ city

Arlesheim

HQ country

Switzerland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Natural Cosmetics Sales: Weleda generates primary revenue through sales of NATRUE-certified natural cosmetics including skincare, body care, haircare, and baby care products. The company reported 8% revenue increase in 2025.
2. Pharmaceutical Products: Weleda operates as a Swiss cosmetics and pharmaceuticals group, producing anthroposophic medicines and health products including dietary supplements, syrups, and homeopathic remedies.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Weleda manufactures and sells NATRUE-certified natural cosmetics and pharmaceutical products developed from plant-based ingredients cultivated in controlled organic gardens. The portfolio spans facial skincare (Cell Longevity, Skin Food, Blauer Enzian & Edelweiss, Wildrose, Granatapfel, Mandel, Iris series), body care, baby and mother care, men's grooming, intimate care, hair care, fragrance mists, and anthroposophic medicines, dietary supplements, and syrups sold directly through its e-commerce stores and specialist retail/pharmacy partners globally.

Product overview

Weleda is a Swiss natural cosmetics and pharmaceuticals company founded in 1921, operating as a unified brand platform with multiple product sub-brands organized by ingredient series and skin type solutions. The core portfolio includes the iconic Skin Food (launched 1926) as the flagship product, premium anti-aging line Cell Longevity with NAD+ technology, Swiss natural science line Blauer Enzian & Edelweiss, and various botanical-based sub-brands (Wildrose, Granatapfel, Mandel, Iris). The product range spans facial care (cleansing, serums, moisturizers, night care, eye care, masks), body care (oils, lotions, deodorants, hand/foot care, intimate care), baby & mama care (Calendula, Derma lines), men's grooming, health products (supplements, medications), and hair care (tonics). Key sub-brands include minLen (teens/young adults with Princess Madeleine), Vlora+ (intimate care), and FOR MEN. Products are NATRUE certified natural cosmetics free from mineral oils, parabens, silicones, PEGs, synthetic fragrances, and microplastics.

Differentiator

Problem solved

Functional benefit

Brands

• minLen: A skincare sub-brand developed in partnership with Princess Madeleine of Sweden, specifically formulated for young skin including babies, children, adolescents, and teens.

Products and services

• Skin Food Iconic, bestselling plant-based moisturizing cream launched in 1926, available in multiple formats (Light, Lip Balm, Super Serum, centenary edition) for facial and body use.
• Cell Longevity Premium anti-aging skincare line featuring NAD+ Booster Technology that reactivates cellular energy and slows skin aging at the molecular level, with Super Anti-Aging, Ultra Protect & Lift, and Hydra Glow sub-lines.
• Blauer Enzian & Edelweiss (Blue Gentian & Edelweiss) Swiss natural science skincare line featuring Alpine botanicals (Blue Gentian and Edelweiss) with patented Collagen+ Active Complex including Centella asiatica, reported to increase collagen content by 60% in in-vitro tests, with firming day/night creams, serums, eye care, and the Anti-Pigmentflecken Bright Serum.
• Wildrose (Wild Rose) Rosehip-based skincare series featuring Rosa Mosqueta and Rosa Damaszena extracts, targeting mature skin with firming and smoothing properties.
• Granatapfel (Pomegranate) Antioxidant-rich skincare line with pomegranate seed oil and Maca-Peptides, providing firming and anti-aging benefits for face and body.
• Mandel (Almond) Gentle skincare line for sensitive skin featuring almond extract, including moisturizers and cleansing products.
• Iris Facial care series centered on Iris extract for optimal moisture balance, including day cream, night cream, and moisturizer.
• minLen Skincare line developed with Princess Madeleine of Sweden specifically for children, adolescents, and teens, featuring gentle formulations with natural ingredients, including Hydramazing Barrier Face Cream, Golden Hour Oil, and sets.
• FOR MEN Men's grooming line including 2in1 Face Wash, 5in1 Multi-Action Serum, moisturizers, shaving cream, aftershave balm, and 3in1 shower gels.
• Arnika (Arnica) Body care series featuring arnica extract for muscle care, including Sport Massage Body Butter.
• Birke Cellulite-Öl Body oil targeting cellulite concerns with birch extract.
• Baby Calendula Baby care line with calendula extract for gentle cleansing and body care for infants.
• Baby Derma Weisse Malve Dermatological baby care line featuring white mallow (malva) for highly sensitive and very dry baby skin.
• Vlora+ Intimate Care New generation intimate care line including Velvet Protection Oil, Extra Soothing Drops, and pH Balancing Wash.
• Exo Boost Face Masks Sheet masks featuring Exosomes Peptides Technology from Centella Asiatica that transports peptides directly into skin cells, including Hydrobounce and Collagen variants.
• Deodorants Natural deodorant products including 24h Deodorant Stick in Sensitive, Eucalyptus-Peppermint, and Citrus-Bergamot variants, plus roll-on formats.
• Rosmarin Haar-Tonikum Hair tonic for thinning hair featuring rosemary extract, one of Weleda's bestsellers.
• Visiodoron Euphrasia Augentropfen Approved medication eye drops for red, watery eyes, for use by the whole family.
• Fragrance Body & Hair Mists Body and hair fragrance mists including Vanilla Cloud, Mystic Aura, and Tropical Crush variants.
• Health Products Pharmaceutical products including dietary supplements (Nahrungsergänzungsmittel), syrups and juices (Sirupe & Säfte), and anthroposophic medications for various health conditions (allergies, eye care, musculoskeletal, cold and flu, gynecology, dermatology, cardiovascular, nervous system, metabolism, digestion).
• Mandarino di Capri Limited Edition Shower Series Limited edition seasonal shower series with Mediterranean mandarin scents and exclusive packaging, featuring reimagined classic products, launched July 2025.

Quantifiable outcome

• 60% increase in collagen content
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• KM Pharmaceutical Co., Ltd.coreOEM/ Whitelabel/ Licensing Partner · 25 March 2026KM Pharmaceutical, a Seoul-based K-beauty manufacturer, serves as an OEM/ODM manufacturing partner for Weleda. The company operates dual Korean manufacturing facilities—one OTC-focused for oral care and one cosmetics facility for skincare—serving international partners including Weleda.
• Stella McCartneyflagshipStrategic or Co-development Partner · 4 March 2026Weleda partnered with Stella McCartney at Paris Fashion Week on March 4, 2026, using its Skin Food range backstage to prepare runway models. The collaboration celebrates the centenary of the Skin Food product launched in 1926, highlighting shared sustainability values between sustainable fashion and natural cosmetics.
• Princess Madeleine of Sweden (Madeleine Bernadotte)flagshipStrategic or Co-development Partner · 19 February 2026Princess Madeleine of Sweden partnered with Weleda to develop MinLen, a skincare line specifically formulated for children, adolescents, and teens. The partnership emphasizes ethical sourcing and sustainable ingredients from Weleda's botanical gardens, currently sold in Sweden, Switzerland, Germany, and Austria with expansion planned.
• Royal Horticultural Society (RHS)flagshipGTM or Marketing PartnerWeleda joined RHS Chelsea Flower Show partnership lineup as official skincare partner, celebrating 100 years of Skin Food. The RHS Chelsea x Skin Food Hand Care Collection was launched exclusively for the event.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Forest Essentials: Indian luxury Ayurveda-based beauty brand with plant-based formulations and high-end positioning — regional peer particularly relevant given Weleda's 2026 India market entry, addressing the same Indian luxury natural-beauty consumer.

Broad incumbents

• Natura &Co: Brazilian multinational parent of Natura, Avon, The Body Shop, and Aesop — a broad incumbent in the natural/ethical beauty space with comparable certification-heavy positioning and global retail footprint.
• Beiersdorf: German personal-care major (NIVEA, Eucerin, La Prairie) with strong European heritage and global scale — broad incumbent overlapping with Weleda in body care, sensitive skin, and natural-adjacent skincare.
• Estée Lauder Companies: Global prestige beauty conglomerate with significant natural/botanical franchises (Aveda, Origins, Clinique) — broad incumbent that competes with Weleda in natural positioning and pharmacy/specialty channels.

Direct peers

• L'Occitane en Provence: Global natural/botanical beauty brand with similar premium positioning, broad product portfolio (skincare, body, fragrance), and multi-channel distribution (DTC + specialty retail + department stores). Closest publicly traded analog in scale and category.
• WALA / Dr. Hauschka: WALA Heilmittel is a German anthroposophic medicine company that owns Dr. Hauschka, the most direct comparable to Weleda: plant-based medicinal and natural cosmetics roots, holistic brand identity, and similar Europe-centric distribution via pharmacies and natural-product retailers.
• Burt's Bees: Clorox-owned natural personal care brand built on natural-ingredient positioning across lip, skin, and body care — comparable mass-to-prestige positioning with similar emphasis on sustainability and ethical sourcing.
• Aveda: Estée Lauder-owned botanical and natural-ingredient beauty brand with strong sustainability/ethical-sourcing positioning — directly comparable to Weleda's NATRUE-certified, plant-based identity, with similar salon, spa, and retail distribution.
• The Body Shop: Iconic natural and ethically sourced beauty retailer (currently owned by Natura &Co, with a planned transition to Auréa Holdings). Direct overlap with Weleda on natural-ingredient positioning, ethical-sourcing values, and global retail distribution.

Emerging players

• Drunk Elephant: Shiseido-owned premium clean-beauty brand built on biocompatible, clinically-proven formulations — emerging player overlapping with Weleda's clean/conscious positioning and premium price points, though with stronger synthetic-active orientation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/weleda

Compliance5 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