• The first natural, responsible multi-generational skincare brand in Europe.
• Princess Madeleine: “Weleda is the ideal partner for developing products that nurture and protect children's natural skin barrier. As a mother, I am mindful about the skincare products my family uses, making minLen a deeply personal project for me.”
• Weleda CEO Tina Müller: “At a time when even young children are reaching for their mother’s retinol cream, we are introducing an alternative the whole family can use without hesitation. We are honoured to have realised this important project with Madeleine.”
• First joint public appearance: 28 March 2025, Düsseldorf.

- Weleda refreshes its brand identity, reaffirming its Swiss roots to appeal to new audiences and strengthen its premium positioning.
- First comprehensive revision of the Weleda logo and visual brand world in the history of Weleda.
- Expertise in medicinal plants, research, and Swiss heritage take centre stage.