Business climbs to new levels with CEO Tina Müller at Weleda's helm
In a significant shift in the German market, Weleda AG, a natural cosmetics brand, has claimed the top spot in the prestigious YouGov survey for 2025. The brand, which has undergone a transformation under the leadership of CEO Tina Müller over the past two years, has outperformed competitors in various industries, including organic yogurt, luxury cars, and coffee.
Weleda's rise to the top can be attributed to its focus on product quality and reliability, values that resonate deeply with consumers in Germany. According to the survey, Weleda scored an impressive 90.9 points for convincing current customers of its quality in the observation period from July 1, 2024, to June 30, 2025.
The Swiss-based brand has also improved its profitability, more than doubling its operating result (EBIT without special effects) to 28.3 million euros in the 2024 business year. This is the highest revenue in the company's history, with a 8.3% increase to 456.2 million euros.
TeeGschwendner, a brand, ranks fifth in the survey with 88.3 points, while Lavazza, an Italian coffee company, ranks third with 88.5 points, improving from last year's fifth position. German automaker BMW enters the top 10 for the first time, ranking fourth with 88.3 points. Andechser Natur, another brand, ranks second in the survey with 88.6 points. However, Weleda's consistent focus on quality and customer satisfaction has allowed it to take the top spot from last year's winner, Andechser Molkerei Scheitz.
Susanne Schgaguler, who has taken on the role of CMO, and the new agency partner Media Plan, have played significant roles in Weleda's revamp. The brand has adjusted its media planning by establishing a TV format called Brandmercial.
Felix Leiendecker, Head of Data Products DACH at YouGov, commented on the ranking, stating that the top 10 brands represent what consumers in Germany value most: product quality and reliability. He added that the top 3 brands, Weleda, Andechser Natur, and Lavazza, stand for a new form of quality awareness - where nature connection, responsible production, and genuine enjoyment come together.
Customers in a competitive market evaluate brands not only based on price and performance, but also on reliability and product quality. For Weleda AG, the top spot in the YouGov survey is considered the icing on the cake for their successful transformation.
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