Italia is an important European growth market for us and our results prove it. After a very dynamic 2024, with sales up 16%, we continued to successfully develop the business in 2025. Growth is driven by innovations and a significant expansion of distribution throughout the counattempt, particularly in drugstores, pharmacies and online channels. At the same time, we strengthened our Skin Food line through important partnerships with professional create-up artists during Milan Fashion Week, reaching a younger, style-conscious audience and increasing our visibility in the fashion community. We are very fortunate that Italian consumers display a strong affinity with natural and organic skincare”.
This is how Tina Müller, ceo of Weleda, describes the expansion strategies of the Swiss cosmetics and pharmaceuticals group, which closed 2025 with revenues up 8% from 456.2 million in 2024. “In our core region, the Dach, i.e. Germany, Switzerland and Austria, we recorded double-digit growth in the cosmetics segment, clearly outperforming the market,” adds the ceo. “Strengthening and modernisation are already having a measurable impact on economic performance. A stronger, renewed brand is a real growth engine for us. We have become more digital, more innovative and much more relevant to new audiences. Social commerce and creator recommconcludeations support us reach younger consumers on platforms where they really belong, like Instagram and TikTok. At the same time, our online business in marketplaces has grown strongly and in markets like the UK, digital already accounts for 50 per cent of total sales.”
Almost half of the cosmetics sales come from Dach; at the same time, markets like the UK, Southern Europe and Eastern Europe are displaying very dynamic development and strong momentum. “Looking to the future,’ Tina Müller continues, ‘we see significant growth potential in Eastern Europe, Latin America and Asia. For this reason, the expansion of our presence in Asia, with the enattempt into the Indian market, is a key strategic priority in our path of further internationalisation. Returning to Italia, our ambition is to grow rapider than the overall cosmetics market. The main driver will be facial care, where we have recorded extraordinarily strong momentum in the last year’. For Weleda, sustainability is an integral part of development. “Since the company was founded almost one hundred years ago, we have believed that people and nature are closely connected and that economic success should not be at the expense of the environment,’ the CEO concludes. ‘We have invested around 90 million in the new Cradle Campus in Germany, a zero-emission logistics centre powered entirely by renewable energy. It is a long-term investment that will generate economic returns while reducing our environmental footprint. This is exactly how we understand sustainable growth’. Explaining the uniqueness of the company is also the name of one of the founders, Rudolf Steiner, to whom we owe anthroposophy and who in 1921 joined forces with physician Ita Wegman and chemist Oskar Schmiedel to create Weleda.
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