Ulrich Siegmund was born on 25 October 1990 in Havelberg, Saxony-Anhalt. Now 35, he has served in the Saxony-Anhalt state parliament since 2016 and has co-chaired the AfD parliamentary group alongside Oliver Kirchner since August 2022. In 2025, the AfD selected him as its lead candidate for the 2026 state election.
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Siegmund’s career didn’t begin in politics. He trained as a wholesale and foreign trade clerk before studying business psychology and business administration, earning a Bachelor of Arts degree. His academic focus would later align closely with his entrepreneurial ventures.
Before entering politics, Siegmund built his business around fragrances. At 23, in 2014, he launched a company specializing in scent marketing, offering fragrance oils, scent accessories, scenting technology, and consulting services in marketing and sales. His bachelor’s thesis explored how scent marketing influences consumer purchasing behavior—a topic directly tied to his business interests.
His venture, “Berlin duftet,” founded in 2014 with a business partner, aimed to enhance public spaces like BVG and S-Bahn stations with carefully curated ambient scents. The goal was to reduce stress, aggression, and vandalism through environmental olfactory cues. In an interview with WELT at the time, Siegmund suggested using calming scents such as lavender.
He drew inspiration from New York, where transit hubs were subtly scented with vanilla. Research supported the idea that pleasant aromas could positively influence mood and behavior.
Originally a member of the CDU, Siegmund switched to the AfD at age 24. He first entered the Saxony-Anhalt state parliament in 2016, marking the start of his political ascent.
The social media politician
Today, Siegmund is among the most recognizable figures in the AfD. His reach extends well beyond traditional politics, particularly through social media. With over 400,000 followers on Instagram and 763,500 on TikTok, he ranks as one of Germany’s most-followed politicians online.
Siegmund presents himself as approachable and relatable, often engaging directly with supporters through photos and campaign events centered on family festivals and local dialogues. International outlets have described him as the AfD’s “sunny face,” noting his community-focused and family-oriented messaging strategy.
His platform emphasizes strict immigration controls, deportations, and sweeping reforms to state policy.
Family and personal background
Siegmund is married and father to a daughter. His wife, Julia, gained public attention outside of politics when she appeared in the VOX wedding docu-series “Zwischen Tüll & Tränen,” searching for her wedding dress prior to marrying Ulrich.
In his political messaging, Siegmund frequently appeals to themes of home, safety, family, and transformation.
In 2017, he left the Catholic Church, stating that while he holds its values close to his heart, he disapproves of the institution itself. A portrait of Otto von Bismarck hangs in his office, accompanied by the quote: “An idea that is right cannot be lied away in the long run.”
His older brother serves on Tangermünde’s town council as an independent, and his mother passed away tragically in an accident in 2019.
Media controversies
In 2026, Siegmund’s father, Andreas, faced allegations of nepotism after working in the Bundestag office of AfD MP Thomas Korell. Having previously worked for other AfD members, Andreas Siegmund’s employment sparked criticism. The younger Siegmund defended the practice broadly, arguing that the AfD struggles to recruit qualified personnel due to widespread stigmatization of those affiliated with the party.
Another notable controversy involved a meeting near Potsdam in November 2023, attended by Siegmund and Austrian far-right extremist Martin Sellner. During the event, Sellner discussed “remigration”—a concept encompassing not only deportations but also measures targeting non-integrated citizens of immigrant backgrounds.
Siegmund later clarified that his presence was private and that attending a lecture did not signify endorsement of its content.
When questioned by Abgeordnetenwatch in January 2024 about distancing himself from Sellner’s proposed “remigration master plan,” Siegmund responded: “The accusations must be rejected.”
The Saxony-Anhalt Office for the Protection of the Constitution classified the AfD’s regional branch as a “proven right-wing extremist endeavor” on 7 November 2023, citing instances of anti-Muslim, racist, and antisemitic statements by party officials and lawmakers.
This classification remains contested in court, with ongoing legal proceedings temporarily suspended.
Despite—or perhaps because of—the backlash, Siegmund leveraged public attention to his advantage. After Der Spiegel featured him on its August cover as “Germany’s most dangerous man,” he autographed numerous copies of the issue during his campaign trail, some of which were later sold on eBay for substantial sums.
Rising from state MP to prospective minister-president
Siegmund’s rapid political trajectory began in 2016 with his election to the state parliament. By 2022, he and Oliver Kirchner assumed leadership of the AfD faction. In 2025, the party elevated him to lead candidate status for the 2026 state election.
His ambitions now extend beyond securing another term in office—he aims to become minister-president of Saxony-Anhalt. He has stated explicitly that he will only assume governance if the AfD achieves an outright majority, without the need for coalition partners.
Should the AfD succeed in winning a clear majority, Siegmund could make history as Germany’s first AfD minister-president.
[Author’s note: You can view the latest Euronews exclusive report for further insights]
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