A CENTURY OF NATURAL BEAUTY: WELEDA’S LEGACY
A Natural Beauty Revolution
By Michelle Ruzzene
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or over a century, Weleda has led the way in natural skincare and holistic health, grounded in the profound bond between nature and humanity. In 1926, Weleda introduced Skin Food, a timeless product cherished by makeup artists, celebrities, beauty experts, and customers worldwide. This year heralds an exciting expansion of the iconic Skin Food range with the introduction of Weleda Skin Food Face Care, a face-specific vegan skincare collection. It harnesses the original Skin Food blend of ingredients including pansy, chamomile, calendula, rosemary and sunflower oil, as well as some new actives such as sacha inchi oil, olive leaf extract, squalane and centella asiatica. Retail Beauty takes an in-depth look into the brand’s vision, growth strategies, sustainability initiatives, natural ingredients, and holistic well-being focus. 10| RETAIL BEAUTY SUMMER 2023
Over a century ago, Weleda’s founders established a visionary approach to health and beauty, rooted in the deep connection between nature and human beings. In 1921, Weleda embarked on the journey of developing certified natural skincare and anthroposophic medicines. Just five years later, in 1926, Weleda unveiled Skin Food, a true evergreen in the world of natural skincare.
NATURAL BEAUTY AND GROWTH STRATEGIES Weleda’s vision for Skin Food Face Care revolves around extending the legacy of its iconic Skin Food range, offering tailored facial products. This expansion is founded on a strategic triad: Innovation, Sustainability, and Customer-Centricity, as outlined by David Johnston, Managing Director of Weleda Australia. Innovation: Weleda’s dedication to continuous product enhancement, while adhering to the use of all-natural ingredients, is unwavering. As Johnston explains, “Weleda continuously improves formulations while staying true to our principles of using totally natural ingredients.” In recent years, significant advancements in natural ingredient extraction and formulation have been witnessed in the skincare industry. Weleda keeps pace with these innovations while staying true to its core values. An example is the introduction of sacha inchi oil in Skin Food Face Care, representing Weleda’s commitment to incorporating new ingredients with established skin benefits. Sacha inchi oil, is renowned for its cell-regenerating properties, exemplifying Weleda’s fusion of tradition with innovation for effective and natural skincare.
