Weleda UK has appointed a new Managing Director for its Cosmetics arm.
Aneurin Smith will now be responsible for the Swiss brand’s natural and organic cosmetics division in the UK, succeeding current Managing Director Jayn Sterland.
He joins with more than 15 years of experience in senior roles across the beauty and wellness sector.
Smith served as General Manager and Global Commercial Director at L’Occitane Group, and was Global Business Development Director at the No7 Beauty Company.
“I am thrilled to be joining Weleda at such an exciting time for the brand,” said Smith.
“The UK team has done incredible work in building momentum and unlocking new growth opportunities, and I am looking forward to building on that success.
“With the 100-year anniversary of Skin Food next year, it is a truly special moment to accelerate the next chapter for Weleda’s cosmetics business, driving growth while staying true to the authenticity and values that make this brand so unique.”
Smith’s appointment follows Weleda seeking to exceed £20m in UK sales this year in the UK.
Managing Director Jayn Sterland will remain Country Manager for Weleda’s UK and Ireland business.
From 1 January, she will become Managing Director for Weleda Pharma, overseeing Weleda’s licensed pharmaceuticals and natural health products.
Sterland added: “We have been lucky to have [Smith] working with us this year as Acting Commercial Director, and he has injected valuable drive and direction into the business that has re-energised the team.
“We are genuinely excited for 2026.”
Weleda reported a standout performance for its 2024 financial year, and saw turnover increase by 8.3% to €456.2m, up from €421.2m in 2023.
The Swiss brand claimed this is the highest in the company’s history.
Weleda also doubled its operating profits to €28.3m from €13.4m just one year prior.