Weleda UK names former Grown Alchemist exec as Managing Director for Cosmetics

Weleda UK has appointed Aneurin Smith as its new Managing Director for Cosmetics, bringing more than 15 years of senior leadership experience across the beauty and wellness sectors.

Smith has held high-profile roles within the industry, including General Manager for UK, EMEA and SEA and Global Commercial Director at Grown Alchemist, as well as Global Director of Business Development at the No7 Beauty Company.

He first joined Weleda UK in February 2025 as Acting Commercial Director, a role he described as supporting the team through a period of transition and growth.

Announcing the news on LinkedIn, Smith shared his excitement about taking on the position from 1 January 2026.

"It’s an incredible time to be joining the business. The team has built amazing momentum and real organic love for the brand, and with Skin Food hitting its 100-year milestone next year, it feels like the perfect moment to help shape what comes next," he wrote.

He described Weleda as a "genuine, values-led brand" supported by a strong culture and a global community of loyal advocates.

"Next year is already shaping up to be huge," he added. "We’ve got brilliant new NPD, big partnerships on the way and a very busy 2026 ahead. I can’t wait."

It comes after Weleda unveiled its first-ever rebrand earlier this year, marking a historic transformation since the company was founded in 1921.

The updated design aims to strengthen the beauty company’s connection with younger audiences while reinforcing its position in the premium segment.

Under the rebrand, Weleda introduced a new logo featuring anthroposophic-inspired typography in a contemporary style. Meanwhile, the brand symbol with the Rod of Asclepius - a representation of harmony between beauty and health - was given a more refined design.

The tagline was also refreshed, focusing on the company’s history and knowledge of medicinal plants. As part of this, “Natural Science” and “Swiss Natural Science” replaced the previous tagline “Since 1921.”