Weleda Skin Food is Expanding After More Than 90 Years With Three New Products
The term “cult classic” gets thrown around a lot in beauty, but Weleda Skin Food has rightly earned the name. Launched in 1926 (!), the thick, concentrated cream was initially conceived of as a remedy for hands after domestic duties like washing and gardening. “The idea was to develop a formula with characteristics that were as close as possible to those of skin itself, reinforcing the natural function while providing moisture and protection,” says Randi Jachino, vice-president of marketing at Weleda North America.
Today, the cream is known for being as adept at healing chafed noses ravaged by blowing as it as for adding highlighting cheekbones (fact: it was used on Yvonne Strahovski’s skin for our cover shoot last year). The German brand is finally expanding on its hero product with three extensions: a lighter version of the cream, a body butter and a lip balm. The items were based on acolytes’ use of the original, as well as Weleda’s desire to offer lip and hand/body options—popular categories that many consumers choose when switching from conventional to more natural.
Lastly, diehards will notice that the original no longer comes in its old-school aluminum tube, a decision driven by the fact that mining the material is intensive and taxing on the environment. It’s now made with 25 per cent recycled plastic and doesn’t crack like its predecessor, which, personally, we felt was part of its charm.