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Sarah Ahssen Published
September 5, 2025
To boost its international development, Soeder, the Swiss premium natural cosmetics brand, is welcoming a new minority shareholder. The new shareholder is none other than Georges Kern, CEO of the Swiss watch brand Breitling. The amount of the transaction has not been disclosed.
"This investment is motivated by my commitment to sustainability and my desire to bring the best Swiss brands to an international audience. In a market saturated with synthetic products and environmentally harmful practices, Soeder stands out for its sustainability and ethical commitments. I am delighted to be joining the Board of Directors and contributing to Soeder's expansion," explains Georges Kern, who is investing in a personal capacity, in a press release.
It was in 2025, at a local Christmas market, that Hanna and Johan Olzon- Åkerström, a Swedish couple living in Switzerland, sold the first Soeder soaps. Ten years later, the Swiss premium natural cosmetics brand is present in four Soeder boutiques, as well as in department stores, concept stores, hotels, restaurants and even businesses, in a total of 2,500 locations worldwide.
Georges Kern is not the first to take a stake in Soeder, since the chairman of its Board of Directors, Konrad Bergström, founder of Swedish electric boat pioneer X Shore and consumer music technology specialist Marshall Group, is now the majority shareholder.
"It is gratifying to see such influential figures as Georges Kern believe in our mission and join us in revolutionising the skincare industry," he says.
A few months ago, the founders of Soeder, which also has its own production plant, launched SO Naturlich on the Swiss market, a range of body soaps aimed at Gen Z, with cleansing formulas, of natural origin and encapsulated in bottles designed to be portable and made from recycled plastic.