Weleda Revamps Skin Food with New Variants and Recycled Aluminium
Weleda’s Skin Food, launched in 1926 and now a 20% revenue driver, is expanding its range and returning to recycled aluminium tubes. New products include an eye cream, upcoming hand wash and lotion, and future research into skin-condition formulas and UV protection.
Weleda’s 100-year-old Skin Food brand, first launched in 1926, accounts for about 20% of the company’s turnover and is expanding its product line and packaging. Country Manager UK & Ireland Jayn Sterland told Premium Beauty News that the brand will introduce new variants and return to recycled aluminium tubes.
Product evolution
The original Skin Food formulation, unchanged since 1926, blends chamomile, calendula, rosemary and viola tricolor. Sterland explained that the cream remains versatile, serving as a daytime or overnight face moisturizer, primer, hand cream, and body cream because it is “ultra-moisturising” and provides good skin protection. Over the decades, Weleda has released several format variations-night cream, shower cream, body lotion, body oil, lip cream and face serum-each targeting a specific use.
New variants and research
Weleda recently launched an eye-cream variant and is developing a hand-wash and hand-lotion range slated for a UK and Ireland launch in Q1 2026 after trials, Sterland said. Over the next five years, the company plans further Skin Food releases, including collaborations with leading makeup artists to identify desired products. Sterland noted that makeup artists, especially those in television, film, fashion, makeup and advertising, are now seen as skin experts.
The brand is also exploring formulas for specific skin conditions such as acne, rosacea, eczema and psoriasis. Sterland said these longer-term projects will take five to ten years to mature, and that success will depend on the robustness and legality of the claims in each market. UV protection is another area of ongoing R&D, though final products are not yet ready.
Packaging shift
Beyond formulation, Weleda has returned to its original aluminium tube design, now made from 100% recycled material. The company had previously used post-consumer recycled plastic for a few years, but the switch to recycled aluminium offers a stronger sustainability narrative. Sterland described the global effort to re-implement the tube as a “huge effort,” but emphasized the opportunity it creates for the Skin Food franchise worldwide.
Market presence
Skin Food remains a key driver for Weleda, especially in Anglo-Saxon markets. Sterland highlighted the United States, United Kingdom and Australia as the largest markets, with significant presence in Japan and wider Southeast Asia. Online interest, particularly among Gen Z and Gen Alpha consumers on TikTok, is boosting growth, she added, noting that these audiences shop online, follow influencers and trends, and rarely visit physical stores.
The brand’s biggest markets today are the US, UK and Australia.
