Interview Directory 

LEADER/BUSINESS

Name: Tina Müller

Education: Stanford University, Harvard University

California College of the Arts

Occupation:  CEO Weleda

“We believe that our medicines fit very well into our time, because they address body, soul and consciousness in equal measure."

Ms Müller, you have been managing the Swiss natural cosmetics manufacturer Weleda since October 2023. I read that you want to move in the direction of premium, among other things?

Tina Müller: Weleda products are characterised by very high-quality ingredients and great formulas. We want to utilise this expertise more and develop a premium line with even higher standards to complement the existing range.

What are you planning in the pharmaceutical sector?

We want to make Weleda medicines accessible to even more patients and take the products out of their niche. After all, health is not only achieved on a purely physical level, but is also determined by emotional and mental factors. We believe that our medicines are very well suited to our times, because they address body, soul and consciousness in equal measure. 

What place does Weleda occupy in your career?

It is a particularly meaningful task to lead the company into a bright future and to do so in a responsible way with regard to the environment and society. I am proud to work in such a values-led company. 

What impresses you most about the philosophy behind Weleda?

Since I started at Weleda in October, I have discovered many inspiring points that I find coherent, for example the holistic perspective, the respectful treatment of nature and the fact that the development potential of people and systems is taken into account. While other manufacturers of branded products cut costs to the detriment of quality, this has not happened at Weleda

"To name a few examples: We cultivate six of our own biodynamic medicinal plant gardens worldwide and promote biodiversity and soil conservation in our supply chains."

Weleda is the global market leader for certified natural cosmetics. What sets the company apart from others?

Weleda is a truly sustainable company, a sustainable native from the very beginning. To name a few examples: We cultivate six of our own biodynamic medicinal plant gardens worldwide and promote biodiversity and soil conservation in our supply chains. Over 80 per cent of our plant-based raw materials are organic and our new logistics campus will be built from wood and clay and will be climate-neutral. At Weleda, we are committed to a new way of doing business. We need growth with responsibility for our society and our environment.

For me personally, the topic of sustainability has now become much more of a focus. As CEO in particular, I see it as a great responsibility to help shape change.

Which foreign markets do you want to grow into? In many countries, such as China, animal testing is mandatory for cosmetics.

Animal testing is of course out of the question for our cosmetics. As long as China required animal testing for cosmetics, we did not sell directly there, but crossborder online from Hong Kong. Recently, animal testing is no longer required for the majority of cosmetics, which enables us to expand our business in China. In other countries where we want to grow or are already growing strongly, animal testing for cosmetics is either banned - e.g. throughout the EU and UK - or at least not required, for example in the USA. 

What do you consider to be the most important principles of good corporate governance?

First of all, you need a clear strategy that needs to be communicated well so that employees feel involved. After all, good teamwork is crucial. Transparency, honesty, trust, loyalty and diversity are also important. As a CEO, it is also important to consciously pause time and again and check whether your decisions are really having the desired effect.