Swiss natural cosmetics giant Weleda has continued its growth trajectory in 2025, increasing turnover by more than six per cent to 485 million euros. The company announced that this growth was driven by a strong increase in cosmetics, which account for more than 80 per cent of turnover. “We have never successfully launched as many products as we did last year, and all of them contributed to our growth,” says Tina Müller, CEO of Weleda AG. The company gained market share particularly in Germany, Austria and Switzerland. The Swiss public limited company, based in Arlesheim near Basel, operates in more than 50 countries and employs around 2,200 people.

Successful new product launches

Among other things, Weleda achieved the most successful new product launch of the year in the German skincare market with its “Booster Drops”, aimed at younger target groups. Furthermore, the company has entered the premium segment with its “Cell Longevity” skincare range and the multi-generational “minLen” line. At the same time, investments running into tens of millions of euros in brand modernisation, portfolio expansion and marketing had accelerated growth. However, this had weighed on earnings. As a result, the operating profit of €9.5 million was below the previous year’s figure of €23 million. The decline in the pharmaceutical business also contributed to this.

International growth

“2025 was a year of innovation and investment,” Müller continued. “This has laid the foundations for further profitable growth.” Weleda has also expanded its global presence and grown in all relevant markets, with particularly strong growth in Eastern Europe, amongst other regions. In addition, the company has been preparing to enter the Indian market, an important growth market. At the same time, Weleda continued to invest in the sustainability of its products. The proportion of recycled packaging increased, and the share of biodynamic raw materials in natural cosmetics also grew. “We remain committed to the synergy of our four growth drivers – Innovation, Premium, Digitalisation and Internationalisation – with sustainability as a solid foundation,” said Müller.

Susanne Schgaguler, Chief Marketing Officer at Weleda, will give a talk at CosmeticBusiness on 11 June at 2 pm on the topic: How does a heritage brand win the hearts of Gen Z? The talk will take place in the INNOVATION CORNER in Hall 4.

Source: Weleda