Charmaine Pichler, now the Managing Director at Weleda after 14 years with the company, embodies leadership that aligns with her lifelong values of nature, sustainability, and environmental respect. She has significantly contributed to Weleda’s growth in the Australian market, led the successful launch of its e-commerce platform and formed a talented marketing team. Under her guidance, Weleda will continue their regenerative business practices, strengthen scientifically advanced product communication and innovative products, and importantly build a brand that deeply connects with people. With the leadership team, she is committed to fostering a workplace culture that emphasises continuous improvement and respects individual contributions, aiming to propel Weleda toward further success and sustainability.

After 14 enriching years with Weleda, Charmaine’s ascent to the role of Managing Director marks a pivotal moment of alignment between personal passion and professional achievement. From her teenage years, where visits to the local health food shop were routine, Charmaine developed a deep-seated respect for nature and natural products.

“Working for a brand where you connect at a personal value level is essential,” she reflects, emphasising that Weleda has always resonated with her core values. “Weleda has ticked that box for me from the very beginning. My love of nature, natural products and respect for the environment around me has been part of my DNA from a very young age. Combined with a passion for business and marketing, to be part of Weleda is a perfect fit.”

Charmaine describes her promotion as a privilege, one that allows her to lead a pioneering brand known for its integrity and innovative spirit. In recent years, Weleda has honed a focused strategy that leverages its robust product portfolio to penetrate new markets, like pharmacy chains, effectively. The expansion into these channels wasn’t just strategic but also a perfect match with partners like Priceline, who shared Weleda’s commitment to natural skincare.

“Develop a strategy that aligns with your brand, then focus,” Charmaine advises, summarising her approach to scaling Weleda’s operations. “When we expanded our range into pharmacy, Priceline was a good fit for Weleda Skin Food. They had a new focus on natural skincare, beauty advisors to support the product sell-out, and strong marketing and distribution network to accelerate the range and boost sales and awareness.”

Charmaine also champions the spirit of innovation within her team, encouraging them to experiment and embrace change, which is critical in a world continually reshaped by technologies like TikTok and AI. “Be brave,” she urges, setting a tone that promotes ethical and sound business practices even when navigating uncharted waters.

Weleda’s commitment to accessibility and affordability under Charmaine’s stewardship continues to guide their distribution strategy, especially in the pharmacy and online sectors. The company’s iconic products, like Weleda Skin Food, have stood the test of time, now reaching a broader audience through diverse channels, enriched by the natural and organic movement’s growing popularity.

“Our founder Rudolf Steiner wanted Weleda’s products to be affordable and accessible to all,” she recounts. “The quality of our products has stood the test of time. Weleda Skin Food our iconic skin saviour was developed in 1926 and Revitalising Hair Tonic a TikTok sensation, launched in 1921. We select distribution based on consumers desire for our products – our opportunities are abundant as our modern, scientifically proven natural skincare innovation pipeline accelerates.

“We have predominantly been represented in the health channel – the home of all things healthy, natural or organic. However, in the last years and especially with the wellbeing movement, natural and organic has seen increasing consumer interest. This has accelerated Weleda awareness and our ability to expand our distribution into different channels including pharmacy channel. We work best with partners that believe in and support our regenerative brand ethics and our product efficacy. Our knowledgeable field sales team, many of which are qualified naturopaths, train key retailer stores, we offer an on-demand Retailer and Practitioner Training allowing us to reach staff across the country. With our dynamic in-house team we are able to manage direct relationships and supply to other channels.”

Looking forward Charmaine is determined to steer Weleda Australia towards success. This involves not only sustaining but enriching the environments and communities they operate in. Initiatives like the ‘Save Earth’s Skin’ campaign exemplify this commitment, aiming to improve soil health and support regenerative agriculture in Australia. As a certified B Corporation, Weleda is also part of an international movement of companies that do business in a meaningful way.

Charmaine’s leadership is not just about business growth but also about nurturing a positive, productive workplace culture and promoting continuous improvement. “We have very high retention, and one staff member told me the other day, ‘I don’t want to leave Weleda until I retire’. Over the years the company has invested in the value of leadership – for everyone. We engage in different methods, such as mindfulness, spiral dynamics, and emotional intelligence, with focus on both the individual and the collective,” she explains, reflecting the strong employee engagement and satisfaction cultivated within the company.

Charmaine’s journey is also one of personal growth and steadfast adherence to her values. She credits former leaders like David Johnston for instilling the importance of openness, respect, and the power of storytelling in business. “Lead with your heart and what is right and stand up for it,” she reflects, a testament to her leadership philosophy.

Balancing a demanding career with personal life, Charmaine prioritises wellness and family, ensuring she remains grounded and effective as a leader. Under Charmaine’s guidance Weleda is poised to continue its growth trajectory, with a focus on delivering scientifically proven results through natural products. Her vision is clear: to sustain the legacy of a brand that deeply respects and enhances the natural world. For those aspiring to leadership roles, Charmaine offers a piece of advice: “Align your work with your values… Stand for what you believe in and appreciate the people you work with. Develop your emotional intelligence as your key path to leadership, continue to learn and develop your skills and self. Be agile, inquisitive, and determined. Laugh.”

This article was published in the Winter issue of our digital magazine below:

Leave a comment

Your email address will not be published. Required fields are marked *