Martina Joseph is most comfortable when she’s close to the roots of a brand.

Assuming the post of Chief Executive Officer of Dr. Hauschka Skin Care Inc., in October, Martina now oversees sales and marketing for the U.S. and Mexico.

Inspiration for Dr. Hauschka’s future was quickly found in its original garden located in Eckwälden, Germany. “It’s the heartbeat of the brand,” said Martina.

There, farmers cultivate the expansive species of plants by hand. They deliver botanical samples to a nearby lab, which is tasked with formulating natural and efficacious skin care. It’s the brand’s hallmark, which turns 50 this year, and it’s the positioning that Martina aims to amplify as she emphasizes Dr. Hauschka Skin Care’s prestige standing and works to broaden its retail reach upmarket.

She noted Dr. Hauschka isn’t driven by trends, but by fulfilling needs with plant-based formulas. This motivation has put it well ahead of general market preferences. For instance, it has offered facial masks and oils for years, well before their recent surge in popularity.

In the U.S., the line has a stronghold in spas and in Whole Foods.

Martina acknowledges the polarity between courting professional aestheticians and the Whole Foods consumer — a difference that she sees as reflective of the U.S. retail landscape.

The brand also is using digital tools to refine its message in the year ahead. “We can tell rich, authentic stories on our website,” said Martina. The company revamped the site about a year and a half ago, and continues to elevate its functionality.

In addition to sharpening its brand message, Dr. Hauschka has a bold launch planned for 2017.

In October, it will unveil an entirely new makeup portfolio, to launch at Whole Foods and Pharmaca in the U.S. Additional distribution is to be determined.

The overall brand underwent a packaging refresh in 2014, resulting in a cleaner look.

Martina sees herself as a blue-sky strategist who likes to be close to the action. It stems from her start in beauty as a counter sales associate at Chanel. At the counter, Martina said you have seconds to explain brand benefits to a customer. That reality has stuck with her, and has informed her approach to past posts at brands such as Carol’s Daughter, Jurlique and Nude Skincare. Prior Dr. Hauschka, Martina was general manager for Bliss North America.

“I like to have a lot of stakeholders at the table,” said Martina, explaining her leadership style. “All the pieces have to work together.”

It’s a lesson she learned by watching Richard Dantas, who was CEO at Carol’s Daughter when it was sold to L’Oréal. “He allowed me to work in a highly cross-functional way. Leaders who allow people to get involved help people rise to the occasion.”

For Martina, Dr. Hauschka is a natural next step.

She recalled that her Mexican-American mother used black salve for everything — she believed that everything in the body works in rhythm — a crucial tenant of the Dr. Hauschka brand she now oversees.