Dr. Barbara Sturm, founder of the eponymous skincare brand, sold her company to Puig in January 2024 and now serves as chief product development officer and brand ambassador. The acquisition has enabled expanded research and development, focusing on innovation in anti-inflammatory and regenerative skincare. Sturm retains a minority stake while emphasizing the brand's scientific foundation.
The German skincare brand Dr. Barbara Sturm was acquired by Puig in January 2024, joining a portfolio that includes Rabanne, Carolina Herrera, and Charlotte Tilbury. Launched by Dr. Sturm in 2014, the brand had reached approximately €70 million in sales at the time of the deal, with Puig paying an undisclosed amount. Puig's skincare category generated €551 million in 2025 sales, marking it as the group's smallest but second-fastest growing segment, alongside brands like Uriage, Apivita, Kama Ayurveda, and Loto del Sur.
In her new role, Dr. Sturm has shifted from daily operations to concentrating on product research and development. She explained the benefits during a Vogue interview: “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.” Puig's support has facilitated global expansion in a structured manner, allowing more emphasis on innovation and education.
Dr. Sturm, who developed the vampire facial in 2003, highlighted recent launches like the Exoso-Metic Face Serum, which uses lab-synthesized exosomes to regulate cellular communication and support skin repair. The Peptide Serum, featuring biomimetic peptides including octapeptide-3, boosts collagen production by up to 63% and elastin by up to 90%. These products aim to address inflammation at a cellular level, differing from surface-level treatments.
The decision to sell stemmed from alignment with Puig's family-led approach and shared values on innovation and integrity. Dr. Sturm noted, “Puig shared my values around innovation, excellence, and long-term thinking, and I felt they truly understood the soul of the brand.” She first brought in investor Keyhaven Capital in 2019 to formalize operations. For emerging brands, she advises prioritizing differentiation, strong financial oversight, and meticulous administration without building solely for acquisition.
Puig's CEO Marc Puig stated during the 2025 earnings call: “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.” Dr. Sturm plans to remain involved for at least five years, focusing on meaningful contributions to science and longevity.
