The natural cosmetics brand Weleda wants to position itself more strongly in the premium segment and is entering the perfumery market with Cell Longevity. Tina Müller, CEO of Weleda AG, speaks of the "beginning of a new chapter" and the company's most important launch. "Weleda goes prestige," Müller emphasised. Nevertheless, the move is based on the company's fundamental principles of 100 per cent certified natural cosmetics without silicones and parabens. Weleda has been combining nature and science for more than 100 years, focusing on values such as closeness to nature and the sustainable use of resources. Actress Maria Furtwängler is the prominent brand ambassador for the new line.

A natural skin booster

At the heart of Cell Longevity is an NAD⁺ booster, a plant-based active ingredient composition derived from sunflower sprouts. It is designed to reverse the skin ageing process at the cellular level and ensure smoother, younger-looking skin. Nicotinamide adenine dinucleotide (NAD) is considered a vital coenzyme. It is found in all body cells and plays a central role in energy production, DNA repair and cell renewal, but decreases with age. This leads to loss of elasticity and tired skin. Cell Longevity is designed to help skin cells replenish NAD levels. The series is available in three lines: Super Anti-Ageing to reduce signs of skin ageing, Ultra Protect & Lift to combat free radicals and sagging skin, and Hydra Glow for intensive moisturising.

Cutting-edge research, sustainable production

Müller emphasises that the NAD booster is an innovation from Swiss Natural Science. Weleda wants to become a leader in longevity research in the future and is relying on state-of-the-art research approaches to meet growing customer demand for natural ingredients. Sustainable agriculture in Switzerland and resource-saving production methods are intended to improve effectiveness and reduce the ecological footprint.

Source: Weleda