The Tamesis
Change is coming at Dr. Barbara Sturm, the German skin-care brand acquired by Puig in January 2024, joining a portfolio that includes Rabanne, Carolina Herrera and Charlotte Tilbury.
This looks like a deeper investment in scientific research, updated ingredients and new product lines. “This acquisition provides us with additional resources and freedom to invest more deeply in research and development [R&D]. Dr. Sturm told me via Zoom, “My work is driven by science and collaborates with leading physicians and scientists around the world, always focusing on inflammation, regeneration and longevity. This acquisition allows us to grow globally in a more structured and thoughtful way. We now have stronger operational and strategic support, which allows us to focus even more on innovation and education.” “
Puig’s investment in Dr. Barbara Sturm strengthens its skin care category, which is the group’s smallest but second-fastest growing product with sales of 551 million euros by 2025. The category also includes other premium skin care brands such as Uriage, Apivita, Kama Ayurveda and Loto del Sur. Dr. Barbara Sturm is the first luxury skin care company acquired by the group to be scientifically backed and founded by a physician. Dr. Sturm launched her brand in 2014 and has attracted a large following for her molecular skincare products.
Puig paid an undisclosed amount for the brand, which reportedly had sales of around €70 million at the time of the acquisition, but declined to comment on specific figures. “When we buy a brand like this or work with a brand like this, it takes time to get it to where we think it should be,” Chairman and CEO Marc Puig said in February in response to a question about the brand’s future during the group’s full-year 2025 earnings call.
For Puig, which competes with conglomerates such as The Estée Lauder Companies (ELC), L’Oréal SA and Shiseido, the acquisition is an investment in one of the major trends in skin care: science-based, ingredient-driven products that emphasize results. Seb Barbero, senior vice president of consumer and retail M&A at EY Capital Advisors, said: “Brands with a combination of compelling value propositions, transparency, science-backed claims and authentic engagement will outperform in the long term.”
In his new role in the brand as chief product development officer and brand ambassador, Dr. Sturm retains a minority stake but has pivoted away from day-to-day operations to focus on product development. Here, she talks about life after the acquisition, how she prepared to sell the brand and stepping into her new role.
