Key takeaways on Weleda’s growth plans
- Weleda UK is set for major expansion in 2026, with a focus on sustainability and premium positioning.
- Aneurin Smith joins as MD for Weleda Pharma, bringing extensive beauty and wellness expertise.
- Strategic priorities include digital growth, stronger category leadership, and hero product investment.
- 2026 marks the centenary of Weleda Skin Food, a key driver in brand elevation.
- Weleda aims to lead the conversation on conscious beauty with authentic, high-performing products.
As more shoppers seek out sustainable beauty products, Weleda UK is planning further expansion for 2026 and has appointed a new Managing Director, Aneurin Smith, for its Weleda Pharma division.
Next year will also be a milestone anniversary as the iconic Weleda Skin Food celebrates its centenary.
The appointment of Aneurin Smith comes as the company looks set to exceed £20m in UK sales this year, entering a dynamic new growth phase. Managing Director Jayn Sterland will remain Country Manager for the UK and Ireland business, and from 1 January, Smith will become Managing Director for Weleda Pharma, overseeing Weleda’s licensed pharmaceuticals and natural health products.
Smith brings many years of experience in the Beauty and Wellness sectors, with proven strategic, commercial and leadership expertise. With over 15 years in senior roles across retailer and brand organisations – including General Manager and Global Commercial Director within the L’Occitane Group, and Global Business Development Director at the No7 Beauty Company – he has led high-performing teams, built innovation pipelines, and shaped global growth strategies.
Smith brings experience in transforming omnichannel performance, strengthening D2C and retail partnerships, and driving data-led decision-making aligns closely with Weleda’s ambition to grow its cosmetics business while protecting the integrity and purpose that define the brand.
Weleda’s strategic vision for 2026 expansion
Smith said he is now looking forward to building on the “incredible” work done by the UK team in building momentum and unlocking new growth opportunities, His aim is to drive growth while still staying true to the authenticity and values that make the brand so unique.
“Weleda has a century of heritage, a clear commitment to nature, and a level of authenticity that stands out in the industry. Stepping into this role now gives me the chance to help shape the next chapter of a brand I genuinely believe in,” he explained.
Smith said his vision is to grow Weleda in a way that amplifies what makes the brand special. “That means elevating the iconic Skin Food, strengthening our Weleda Baby business, and increasing our presence in premium retail and digital channels,” he shared. “Globally, Weleda is focused on being bolder, more confident, and more recognisably premium while staying true to its values. The UK will follow that direction, playing to our strengths and building long-term sustainable growth.”
Going forward, Smith said the focus is on clear priorities rather than big structural shifts. These will include:
- Strengthening digital and D2C as key growth drivers.
- Building stronger category propositions in areas where the brand can genuinely lead.
- Investing in hero ranges and ensuring innovation fits a clear consumer need.
- Sharpening how the brand shows up with retailers, so it feels consistent and confident across channels.
- Setting up the business to scale in a focused, sustainable way.
“Consumers are looking for brands they can trust, not just on sustainability claims but on performance and values,” he explained. “That is where Weleda has a real advantage. Weleda has been operating with sustainability at its heart for over a century.”
Going forward, Smith said he sees Weleda becoming a reference point for what natural should mean: products that work, backed by genuine purpose and transparency. “As interest in conscious beauty continues to grow, Weleda is perfectly placed to lead the conversation,” he said.