Weleda's Skin Food brand eyes new makeup

Weleda is planning a wave of innovation for its century-old Skin Food brand. Jayn Sterland, Country Manager UK & Ireland at Weleda, told Premium Beauty News the company is developing new products, including items created with makeup artists and formulas for specific skin conditions.

Skin Food was first introduced in 1926. Its original chamomile, calendula, rosemary, and viola tricolor formulation remains unchanged today. Sterland described it as a "gorgeous Weleda story in a tube." The ultra-moisturising cream is used for everything from a face primer to an overnight treatment.

New formats and a makeup artist focus

Weleda has already expanded the line with various formats like a night cream, body oil, and face serum. An eye cream variant launched recently. The next confirmed launch is a hand wash and hand lotion range, scheduled for the UK and Ireland in the first quarter of 2026 following trials.

Sterland said more innovation is planned over the next five years. The company is currently working with leading makeup artists to identify desired products. She noted that makeup artists are, first and foremost, skin experts. The need for perfect skin has become more critical with the shift to HD technology in television, film, fashion, and advertising.

Exploring skin conditions and UV protection

Longer-term research, spanning five to ten years, is exploring products for specific skin conditions. Weleda is investigating opportunities around acne, rosacea, eczema, and psoriasis. "The question is: can we extend Skin Food into these areas?" Sterland asked. She noted that Weleda originated as a pharmaceutical company and that Skin Food's active ingredients are traditional herbs. Any development will depend on the robust and legal claims the company can make in each market.

Research and development is also ongoing for UV protection products. Sterland said finalising formulas in this area is "just not there yet."

A sustainable packaging shift

Beyond formulas, Weleda has recently changed its Skin Food packaging. The brand has reverted to using aluminium tubes, a signature of the product's original design, but now made from 100% recycled material. The company had temporarily used post-consumer recycled plastic tubes but has now returned to aluminium for its stronger sustainability story. Sterland called the global shift a "huge effort."

Globally, the Skin Food brand represents about 20% of Weleda's turnover. It has significant traction in Anglo-Saxon markets, with the US, UK, and Australia being its largest. The brand also has a strong presence in Japan and Southeast Asia. Growth is being fueled online, particularly among younger consumers on platforms like TikTok. Sterland said social media has been essential for introducing the brand to Gen Z and Gen Alpha consumers who shop online and follow influencers.