Weleda UK boss on Skin Food's 100 years and sustainability

Jayn Sterland, UK boss of Weleda, reflects on the brand’s journey as it approaches the 100th anniversary of its iconic Skin Food product in 2026. Since joining the company in the mid-2000s, Sterland has played a key role in expanding Weleda’s global presence, championing its natural and sustainable approach to beauty.

A commitment to sustainability

Sterland’s connection with Weleda began over two decades ago when she visited the brand’s gardens, sparking her interest in its regenerative practices. She joined the company a few years later, drawn to its planet-first ethos, which is embedded in every aspect of its operations. Weleda’s commitment to sustainability is not just an initiative but a core value, reflected in its Articles of Association, which mandate a positive impact on society and the environment.

The brand’s growth has been remarkable, with consistent double-digit annual increases. Weleda is now recognised as the global leader in certified natural cosmetics and pharmaceuticals, thanks to its baby care, toothpastes, and face and body care products. Skin Food, in particular, has become a standout product, celebrated by celebrities like Victoria Beckham, Simon Cowell, and Bella Hadid, who have all publicly praised its effectiveness.

Overcoming challenges

Despite its success, Weleda has faced challenges, particularly in sourcing natural ingredients and sustainable packaging. A harsh European winter once wiped out chamomile crops, threatening Skin Food production. To mitigate this, Weleda now grows crops in both the global north and south, working with small farming collectives to ensure a stable supply.

Packaging has also been a hurdle. Weleda uses glass bottles and aluminium tubes to preserve its products naturally, but finding sustainable alternatives has been difficult. The brand briefly switched to recycled PET plastic tubes before developing a cosmetics-grade recycled aluminium tube, which is more environmentally friendly.

The future of natural beauty

Sterland attributes Skin Food’s popularity to its simplicity and effectiveness. The product, formulated in 1926, uses five organic herbal extracts to nourish dry and sensitive skin. Its success has made it Weleda’s best-selling product globally, with a repeat purchase rate of 99%, far exceeding industry standards.

Weleda’s commitment to sustainability extends beyond its products. The brand recently opened a new logistics centre in Derbyshire, capable of storing over 4.75 million stock items and handling 75,000 dispatches annually. The facility also processes orders for UK-manufactured products shipped worldwide, improving sustainability and efficiency.

Sterland’s work with organisations like NATRUE and the British Beauty Council further underscores her dedication to driving positive change in the beauty industry. As Weleda celebrates Skin Food’s centenary, its focus on natural, ethical, and sustainable beauty remains as strong as ever.