Iconic Swiss natural beauty and wellness brand Weleda has unveiled a bold new chapter in its 100+ year history, announcing its first comprehensive brand refresh since its founding in 1921. The rebrand includes a refined logo, updated visual identity, and modernised messaging that aims to strengthen Weleda’s premium positioning and connect more deeply with younger audiences.
Led by CEO Tina Müller, the rebrand reflects Weleda’s evolution into a purpose-driven company rooted in the harmony between nature, science, and wellbeing. “Our brand identity is now more modern, clear, and elegant – while staying true to our roots and values,” said Müller. “Weleda is evolving. A strong brand stays relevant by adapting to the needs of today.”
In partnership with design agency Peter Schmidt Group, Weleda undertook a 12-month visual transformation to balance heritage with innovation. The updated logo maintains its anthroposophic-inspired typography but now features a more contemporary, elegant finish. The iconic symbol of the Rod of Asclepius – representing the harmony between beauty and health – has also been refined for a more aesthetic and modern interpretation.
One of the most notable updates is the tagline shift. Replacing the long-standing reference to the founding year, Weleda introduces a forward-looking identity: “Swiss Natural Science.” This new positioning highlights the brand’s longstanding expertise in medicinal plants and natural formulations developed in its Swiss laboratories.
The rebrand is part of Weleda’s broader corporate strategy, “Growth with Responsibility,” which reflects its commitment to sustainable practices and innovation in natural skincare. The refreshed visual identity will roll out gradually across packaging to avoid waste, aligning with the brand’s sustainability values. Pharmaceutical packaging will follow once the skincare transition is complete.
“This evolution supports our mission: beauty and health in harmony with people and nature,” said CMO Susanne Schgaguler. “Through scientific research, we unlock nature’s potential to create highly effective, naturally active formulations.”
Schgaguler also emphasised the brand’s deep Swiss roots: “With ‘Swiss Natural Science’, we highlight what has always been embedded in Weleda’s DNA – our commitment to formulating high-quality products using the finest natural ingredients in our Swiss laboratories.”
Refreshing a century-old brand is no small task. As Executive Creative Director Heidrun Angerer from the Peter Schmidt Group put it, “Our goal was to create a visual language that is instantly recognisable to Weleda fans, while making it more accessible to new audiences. The result is a brand identity that resonates with the spirit of the times.”
From April 2025, the new branding will be visible across all customer touchpoints – from social media and e-commerce platforms to retail shelves worldwide.
For Weleda, this isn’t just a rebrand – it’s a recommitment to the principles laid down by founders Ita Wegman and Rudolf Steiner over a century ago. “They dedicated their lives to continuous development,” said Müller. “This rebrand reflects that same spirit.”
Read the AUTUMN ’25 issue of Retail Beauty below:
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