Change is afoot at Dr. Barbara Sturm, the German skincare brand acquired by Puig in January 2024, joining a portfolio that includes Rabanne, Carolina Herrera, and Charlotte Tilbury.
That looks like deeper investments in scientific research, refreshed ingredients, and a new product pipeline. “The acquisition has given us greater resources and freedom to invest more deeply in research and development [R&D]. My work is driven by science and collaboration with leading doctors and scientists around the world, always with a focus on inflammation, regeneration, and longevity,” Dr. Sturm tells me over Zoom. “The acquisition has allowed us to grow globally in a much more structured and thoughtful way. We now have greater operational and strategic support, which frees us to focus more on innovation and education.”
Puig’s investment in Dr. Barbara Sturm bolsters its skincare category, which is the group’s smallest but second fastest growing, delivering €551 million in sales in 2025. It includes other premium skincare labels such as Uriage, Apivita, Kama Ayurveda, and Loto del Sur. Dr. Barbara Sturm is the group’s first luxury skincare acquisition that’s scientifically backed and founded by a doctor. Dr. Sturm launched her brand in 2014, and has grown a large following around her molecular skincare.
Puig paid an undisclosed amount for the brand, which at the time of the acquisition, was reported to be doing around €70 million in sales, but has declined to comment on specific numbers. “When we buy or partner with a brand like this one, it takes time to bring it to the level that we think it should be,” said chair and CEO Marc Puig during the group’s 2025 full-year earnings call in February, responding to a question about the brand’s future.
For Puig — which competes against conglomerates Estée Lauder Companies (ELC), L’Oréal Group, and Shiseido — the purchase is an investment in one of skincare’s key trends: science-backed, ingredients-led products that emphasize results. “Brands with a compelling value proposition and a combination of transparency, science-backed claims, and authentic engagement will outperform in the long run,” says Seb Barbero, SVP of consumer and retail M&A at EY Capital Advisors.
In her new role at the brand — as chief product development officer and brand ambassador — Dr. Sturm retains a minority stake, but has moved away from daily operations to focus on product R&D. Here, she speaks about life after the acquisition, how she prepared the brand for sale, and stepping into her new role.