Weleda has reported a standout performance for its 2024 financial year.
The Swiss natural brand saw turnover increase by 8.3% to €456.2m, up from €421.2m in 2023, which it claimed is the highest in the company’s history.
Weleda also doubled its operating profits to €28.3m from €13.4m just one year prior.
“2024 was a year of renewal for Weleda – and a very strong year for us economically,” said Tina Müller, CEO of Weleda AG.
“Our positive performance shows that our strategy of growth with responsibility is working.
“We have taken the right steps to further strengthen our competitiveness and resilience.
“Our focus on the four strategic growth drivers of innovation, premiumisation, digitalisation, and internationalisation is proving effective.”
The company’s new dedicated business units, Natural Cosmetics and Pharmaceuticals, which were established in 2024, contributed to financial growth.
For Natural Cosmetics, sales rose by 8.2% to €367.9m, while its Pharmaceuticals unit saw an 8.7% increase in sales to €88.3m.
In Germany – the company’s largest single market – sales rose by 6.2%, and in Switzerland turnover increased by 7.4%.
“The new organisational structure has made us faster, more efficient, and more effective, which benefits our customers worldwide,” added Müller.
The positive financial results follow Weleda unveiling the first rebrand in its 100-year history.
“Our brand identity is now more modern, clear and elegant – while staying true to our roots and values,” said Müller at the time.
The new design, created by German agency Peter Schmidt Group, is aimed at “strengthening its connection with younger audiences while reinforcing its position in the premium segment”.
The new Weleda logo features anthroposophic-inspired typography, a design ethos that is inspired by natural forms, but in a contemporary fashion, the brand said.
The refresh also comes with an updated tagline focusing on Weleda’s history and knowledge of medicinal plants.
Princess Madeleine of Sweden also recently teamed up with Weleda to launch a new joint skin care brand.
MinLen marks the Swedish royal’s entry into the beauty industry, which was launched under her private name Madeleine Bernadotte – an intentional choice over her royal title.
The brand was created in response to the “concerning social trend” of children and young people using skin care products with active ingredients unsuitable for their age.