Tina Müller, CEO of Weleda, on brand transformation, sustainability and digital challenges.

Key Insights

• 1️⃣ Natural cosmetics is no longer a niche topic. Still, standards and certifications differ widely. According to Tina, the brands that can survive are those that deliver very high quality.
• 2️⃣ Growth comes from innovation. But reaching new target groups, developing new products and entering new markets without putting the brand's credibility at risk is a major challenge.
• 3️⃣ Digitalization requires specialization. The days when one brand manager could cover everything are over. Successful digital growth requires specialization and expertise in content, media, tech and team.

In this episode, Karo and Alex talk to Tina Müller, CEO of Weleda, at Shoptalk in Barcelona about the transformation of the brand and its digital journey.

Tina shares her experiences from her time at Douglas and explains how they prepared her for the challenges at Weleda, a leading manufacturer of certified natural cosmetics. She underlines the importance of sustainability and quality-oriented brand identity as she reports on Weleda's transformation. She also discusses the influence of digitalization and e-commerce on the company and highlights the role of influencer marketing in reaching younger target groups. An outlook on the future of Weleda, including new product lines and internationalization, concludes the conversation.

Listen to the episode here.

Three takeaways from the Weleda podcast

1️⃣ Natural cosmetics is no longer a niche topic. Still, standards and certifications differ widely. According to Tina, the brands that can survive are those that deliver very high quality.

2️⃣ Growth comes from innovation. But reaching new target groups, developing new products and entering new markets without putting the brand's credibility at risk is a major challenge.

3️⃣ Digitalization requires specialization. The days when one brand manager could cover everything are over. Successful digital growth requires specialization and expertise in content, media, tech and team.