Tina Müller

CEO, Weleda

Search every verified Tina Müller interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Tina Müller, CEO of Weleda, has discussed the company's transformation in several podcast appearances. She stated that digitalization must be driven from the top down, and that transformation cannot always be democratic, as unpopular decisions are sometimes necessary. Müller also said that the most difficult moment for a brand is when it is performing well, because there is a risk of complacency, and that staying on top is harder than recovering from a low point. Müller emphasized the importance of product quality over marketing, arguing that it is irresponsible to launch mediocre products with heavy promotion. She also spoke about her commitment to gender diversity in leadership, stating that she has worked to ensure at least 50% of top positions are held by women at Weleda and previously at Douglas. Müller described communication as essential to transformation and noted that she uses LinkedIn as both an internal and external channel to engage employees and explain the company's direction.