61: Weleda's CEO Rob Keen On Greenwashing, Building A Strong Brand & The Future Of Natural Products

Plant Science

Rob Keen shares insights into Weleda's approach to plant science, emphasizing the importance of discovering new plant-based benefits. He highlights the dual benefits of essential oils and functional oils from plants like calendula, which offer both aromatherapy and physical health benefits 1. Rob explains that the company's research often uncovers surprising uses for common plants, such as almonds, which are now being leveraged for their unsaturated fatty acids in skincare products 2.

Our ultimate boss is mother nature in what we do.

--- Rob Keen

This philosophy drives Weleda's continuous exploration of plant-based solutions for beauty and wellness.

   

Product Standards

The disparity between US and European standards for natural beauty products is significant, with Europe enforcing stricter regulations. Rob Keen notes that in Europe, if a product is labeled natural, it is genuinely natural, unlike in the US where such claims are less regulated 3. He emphasizes the growing consumer awareness of the importance of what we apply to our skin, paralleling the awareness of food's impact on health 4.

Organic is cheaper than cancer.

--- Rob Keen

This shift in consumer mindset is driving the natural beauty industry forward.

   

Science & Beauty

Science plays a crucial role in validating and developing natural beauty products, blending art and science to harness plant functions effectively. Rob Keen describes how Weleda's formulations, like their iconic skin food, have remained largely unchanged due to their proven efficacy 5. He believes that the combination of scientific research and an understanding of plant functions is essential for creating effective natural products.

The way I think of it is a bit of art and science.

--- Rob Keen

This approach ensures that Weleda's products remain at the forefront of the green beauty movement.