As part of its business growth plan, Weleda has appointed a new Managing Director for Weleda Cosmetics.

The appointment of Aneurin Smith comes at a time when the company looks set to exceed GBP 20 million sales this year in the UK, entering a dynamic new growth phase. Managing Director Jayne Sterland will remain Country Manager for the UK/Ireland business as a whole, and from 1 January will become Managing Director for Weleda Pharma, overseeing Weleda’s licensed pharmaceuticals and natural health products.

Aneurin (known as Nye) comes to Weleda with many years’ experience in the Beauty and Wellness sectors and brings proven strategic, commercial and leadership expertise. With over 15 years in senior roles across retailer and brand organisations – including General Manager and Global Commercial Director within the L’Occitane Group, and Global Business Development Director at the No7 Beauty Company – he has led high-performing teams, built innovation pipelines, and shaped global growth strategies.

“His experience in transforming omnichannel performance, strengthening D2C and retail partnerships, and driving data-led decision-making, aligns closely with Weleda’s ambition to grow its cosmetics business while protecting the integrity and purpose that define the brand,” said Weleda UK in a release.