Weleda 100-Year Rebrand Unveils New Look Rooted in Nature and Science

A Century of Heritage Meets a Modern Identity

The Weleda 100-Year Rebrand marks a historic moment for the beloved Swiss skincare brand. Known for its biodynamic principles and commitment to nature, Weleda has launched its first major visual refresh since its founding in 1921. With a new tagline, “With Swiss Natural Science,” the brand reconnects with its roots while evolving to meet modern consumer expectations.

Weleda 100-Year Rebrand Honors Nature, Science, and Sustainability

Weleda’s fresh brand identity includes a redesigned logo, contemporary typography, and updated packaging. More importantly, the Weleda 100-Year Rebrand emphasizes its scientific approach to skincare, deeply rooted in natural healing and plant-based wisdom.

CMO Susanne Schgaguler explains, “We highlight our extensive knowledge in medicinal plants cultivated for over 100 years.” Weleda unlocks nature’s full potential through research, creating highly effective and naturally active formulations.

The new look also introduces sustainable packaging aligned with Weleda’s high environmental standards. First, its skincare products will adopt the new design, followed later by its pharmaceutical range.

A New Era for a New Generation of Consumers

CEO Tina Müller believes this rebrand strengthens the brand’s mission—”beauty and health in harmony with people and nature.” She adds that the redesign supports their corporate vision of “growth with responsibility.” The Weleda 100-Year Rebrand targets a younger audience while preserving the brand’s premium heritage.

Additionally, the new logo remains loyal to Weleda’s legacy, refining the Rod of Asclepius into a more elegant, modern symbol. Executive Creative Director Heidrun Angerer said their goal was to balance tradition with a refreshed visual identity that appeals to both loyal fans and curious newcomers.

Beginning in April, Weleda will roll out its new branding across all touchpoints, including packaging, advertising, and in-store displays.

Timeless Values, Renewed Vision

This evolution reflects Weleda’s ongoing promise to craft products rooted in ethics, sustainability, and efficacy. Their use of biodynamic gardens and ethically sourced ingredients highlights their commitment to biodiversity and the planet.

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