'We are leaving the era of marketing': How Dr Barbara Sturm took on the legacy luxury skin care industry and won

How do you become Hollywood's go-to skin care brand? Dr Barbara Sturm reveals to Cosmetics Business why premium skin care brand should no longer rely on marketing alone and her plans for Tinseltown

"We are totally leaving the era of marketing and entering the era of truth," says Dr Barbara Sturm, the German-born orthopaedics specialist who carved a career in anti-inflammatory treatments and launched her namesake skin care brand in 2004.

Cosmetics Business chats to Sturm while she's en route in Austria, but the entrepreneur can usually be found growing her cosmetics empire and overseeing locations from New York to Dusseldorf and London. Most recently, she's just opened her long-postponed largest store and clinic in Beverly Hills, LA – the playground for the rich and famous.

"The pandemic definitely has had an impact. It's not just the restriction of not being able to open a spa, but also because the regulatory part was very much slowed down. Everything we needed . . .

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