Business climbs to new summits under CEO Tina Müller at Weleda
Weleda Crowned Quality Champion 2025 in YouGov Survey
In a highly competitive market, Weleda, a natural cosmetics brand, has emerged as the Quality Champion 2025, according to market research conducted by YouGov and the SZ Institute of the "Sueddeutsche Zeitung."
Weleda, Andechser Natur, and Lavazza, three renowned brands, are said to represent a new form of quality awareness, combining a deep connection with nature, responsible production, and genuine enjoyment.
During the observation period from July 1, 2024, to June 30, 2025, Weleda most convinced its customers of its quality, scoring an impressive 90.9 points, according to YouGov. This marks a significant leap from last year's winner, Andechser Molkerei Scheitz, which now ranks second with a score of 88.6 points.
Tina Müller, the current CEO of Weleda since October 2023, has led the company to its highest revenue in history and improved profitability. Müller, who previously served as the CEO of Douglas, successfully transformed the company and led it to record sales. Under her leadership, Weleda has undergone significant organizational and marketing changes.
In the 2024 business year, Weleda AG reported an 8.3 percent increase in turnover, reaching 456.2 million euros. The company has also more than doubled its operating result (EBIT without special effects) to 28.3 million euros.
Susanne Schgaguler has joined Weleda AG as the new Chief Marketing Officer (CMO), further strengthening the company's leadership team. Weleda has also adjusted its media planning by establishing a TV format called Brandmercial with new agency partner Media Plan.
German automotive company BMW ranks fourth in the survey for the first time, with a score of 88.3 points. TeeGschwendner follows BMW in fifth place with a score of 88.3 points.
Felix Leiendecker, Head of Data Products DACH at YouGov, states that the top 10 brands in the survey represent what consumers in Germany value most: product quality and reliability. These values align with Weleda's commitment to natural ingredients and responsible production methods.
Lavazza, an Italian coffee company, ranks third with a score of 88.5 points, improving from last year's fifth position. The top spot in the YouGov survey is the latest achievement for Weleda AG in a competitive market environment.
This news underscores the growing importance of quality, reliability, product quality, and service in consumer evaluations of brands. As Weleda continues to thrive, it serves as an example of a company that successfully balances its commitment to nature with a focus on quality and customer satisfaction.
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