Weleda UK has appointed former L’Occitane Group and No7 Beauty Company director Aneurin Smith as its new managing director for Weleda Cosmetics, responsible for the business’s natural and organic cosmetics.
The appointment comes at a time when the company looks set to exceed £20M sales this year in the UK, entering a dynamic new growth phase. Managing director Jayn 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) Smith 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.
Weleda says his experience in transforming omnichannel performance, strengthening D2C and retail partnerships, and driving data-led decision-making, aligns closely with its ambition to grow its cosmetics business while protecting the integrity and purpose that define the brand.
He commented: “I’m thrilled to be joining Weleda at such an exciting time for the brand. The UK team has done incredible work in building momentum and unlocking new growth opportunities, and I’m looking forward to building on that success. With the 100-year anniversary of Skin Food next year, it’s a truly special moment to accelerate the next chapter for Weleda’s cosmetics business, driving growth while staying true to the authenticity and values that make this brand so unique.”
Jayn Sterland commented: “We’ve been lucky to have Nye working with us this year as acting commercial director, and he has injected valuable drive and direction into the business that has re-energised the team. We are genuinely excited for 2026”.
