INSTYTUTUM was named the next big skincare disruptor by Forbes USA. What makes your brand stand out in such a crowded market?
For years, the skincare industry pushed two extremes: ineffective products masked by promising marketing or overloaded formulas causing more harm than good. The result? Frustrated consumers caught between broken promises and aggressive treatments.

At INSTYTUTUM, we changed the game and created high-performance skincare that bridges professional treatments with at-home care. We prioritize efficacy over marketing, challenging outdated beauty norms and rejecting in­effective trends. We disrupt overpriced luxury, aggressive treatments, and toxic beauty. We pair clinically proven active ingredients at high concentrations with many other synergistic components that enhance the action of the active ingredients and balancing components—ensuring maximum efficacy without compromising safety.

Our approach is bold yet precise. With just 18 powerhouse products, we focus on quality over quantity—each formula designed to tackle multiple skin concerns at once. Forget outdated actives—unlike most brands on the market, we use only next-generation ingredients: Vitamin C THD — the most potent, fat-soluble form for deeper penetration; AHA & BHA acids—expertly balanced for results without irritation; Next-gen retinoids—including granactive retinoid and encapsulated retinol for all the benefits, none of the side effects. Every ingredient works in harmony across the line, creating a seamless routine that delivers visible, long-lasting results.

INSTYTUTUM—it’s a movement. Where science meets self-love, confidence fuels transformation, and skincare becomes an empowering daily ritual.

And skincare is just the beginning. Powered by 30+ years of Swiss science, Hollywood-trusted formulations, and cutting-edge longevity research, INSTYTUTUM is pioneering the future of beauty by going beyond skin deep to well-being. Flawless skin is a reflection of overall health, which is why we are on our way to developing groundbreaking solutions that optimize the full body and mind  – ­ because beauty isn’t just about looking young, it’s about staying vibrant, strong, and unstoppable at any age.

As a longevity visionary and MD, I am committed to a science-based approach, pushing boundaries to create real, visible transformations inside & out. My goal is to redefine our relationship with skincare.

You talk about a love-based approach to business. That sounds great but what does it actually mean in your day-to-day leadership?
Love-Based Leadership at INSTYTUTUM is the heart of everything I do—it’s about trust, empowerment, and a shared vision for success. Unlike traditional models based on control and hierarchy, my approach fosters creativity, motivation, and excellence. I don’t just lead; I inspire and elevate those around me.

My day-to-day leadership is built on four powerful principles:

• Believing in People. I foster creativity and bold decision-making by trusting my team.
• Inspiring, Not Controlling. I empower my team to take ownership and lead from within.
• Leading with Values. Every decision I make aligns with my principles of excellence, growth, and integrity.
• Embracing Failure. I view failure as a stepping stone to innovation, encouraging experimentation to fuel progress.

These principles have driven exponential growth for years, with over 150,000 customers worldwide, breaking all the stereotypes of traditional management. As I continue expanding into key global markets, I remain focused on delivering exceptional results and growth.

Ultimately, leadership isn’t just about strategy—it’s about energy. A company built on love, trust, and intuition fosters an environment where burnout is minimized, creativity flourishes, and visionary thinking leads to breakthrough solutions. This is how I continue redefining the skincare industry—through innovation, passion, and a people-first approach.

High-performance skincare and sustainability—often, brands struggle to balance the two. How do you make it work?
At INSTYTUTUM, sustainability isn’t a choice—it’s the foundation of everything we do. We see it as an essential part of innovation, redefining high-performance skincare by delivering powerful, instant results while remaining deeply committed to the planet.

Our Swiss-developed formulas, powered by next-generation technology, provide both immediate and long-term benefits. We prioritize multifunctional products to enhance skin health while minimizing environmental impact.

We lead by example—reducing consumption and eliminating harmful ingredients like sulfates, parabens, and mineral oils. INSTYTUTUM removed cellophane wrapping, excess plastic, and spatulas, packaging our cosmetics exclusively in cardboard boxes.

We are proudly cruelty-free, never testing on animals at any stage of development, and fully committed to ethical beauty. Our formulas are 100% vegan, containing no animal-derived ingredients, making them ideal for those who embrace plant-based skincare.

We prioritize safety and purity by excluding parabens, which are known to disrupt hormonal balance, and sulfates, which can strip the skin of its natural moisture barrier. Instead, we use gentle yet effective cleansing agents to maintain skin health. Our formulas are also phthalate-free, avoiding chemicals that may cause irritation or pose potential health risks.

When it comes to sun protection and active ingredients, we take a toxin-free approach, carefully selecting only safe and effective options without harmful chemical filters. Our sunscreens are reef-safe, formulated without oxybenzone and avobenzone two common chemicals linked to coral bleaching and marine life damage. By choosing ocean-friendly sun protection, we help protect delicate ecosystems while delivering the highest standard of skincare.

Our mission is in delivering powerful results while honoring both your skin and the planet.

Switzerland is known for pharma, cutting-edge science, and precision engineering. Do these factors make it the right place to build a brand like INSTYTUTUM, or is there something more?
Switzerland’s leadership in pharmaceuticals, biotechnology, and precision engineering forms the ideal foundation for INSTYTUTUM. Renowned for scientific excellence and uncompromising quality, Switzerland mirrors our results-driven skincare philosophy. But beyond its innovations, it’s the Swiss dedication to precision, systematic thinking, and attention to detail that defines our work.

INSTYTUTUM is the leading Swiss R&D powerhouse. At INSTYTUTUM, we merge visionary innovation with the meticulous precision of Swiss scientific expertise. My R&D team is the best. Their obsession with perfection drives every product. I personally oversee each formulation, and our team refines products until we achieve the perfect balance of efficacy, safety, and an unforgettable customer experience. Our Superbiotic Plant-Based Ceramide Cream, for example, went through 32 iterations, our lifting mask Firmagic 18, and our new product Cryoshot was optimized 7 times before meeting our exacting standards.

Our dedication to performance has earned us recognition from top industry awards. For instance, at the COSMOPROF NORTH AMERICA beauty exhibition, our Powerful RetinOil was named one of the top 20 trending products among over 300 participants. NewBeauty magazine honored our Firmagic Lifting Mask as the best firming mask in the USA and our Hydrafusion Moisturizing Cream-Gel as the best moisturizer of the year, out of 200 nominees. To select the finalists, the magazine's experts tested more than 9,000 new products from leading global brands.

Developed in Swiss R&D labs, our products are held to the rigorous standards of Swiss pharmaceuticals. Clinically proven ingredients and extensive testing ensure real, visible results. By choosing Switzerland, we align with a legacy of scientific excellence, ensuring that INSTYTUTUM not only meets but exceeds the highest industry standards.

AI, personalization—skincare is becoming more high-tech. What’s the most exciting development you see coming?
The future of skincare is AI-powered and deeply personalized—INSTYTUTUM leads as a Tech-Driven Skincare Brand.In 2022, INSTYTUTUM redefined skincare with the launch of an advanced AI-powered skin diagnosis tool, delivering personalized recommendations with up to 98% accuracy. This groundbreaking technology harnesses AI to create tailored skincare solutions based on real data.

In 2024, we pushed innovation further with the launch of a phygital skin checkup—a seamless blend of physical and digital experiences—setting a new standard for tech-driven beauty. Our phygital skin checkup combines AI-powered skin diagnostics with personalized care recommendations, a portable diagnostic kit for a professional at-home skin assessment in minutes, and an online skincare analyzer—offering an independent checkup of skincare products, including an ingredient synergy and antagonism review.

It’s crucial to merge technology with science—and that’s exactly what we do at INSTYTUTUM. Beyond cutting-edge tech, we dive deep into trends and, more importantly, create our own.

The concept of anti-aging, as we once knew it, is fading. Our focus has shifted from fighting age to promoting skin longevity—supporting its healthy functions, strengthening the barrier, and building resilience against stressors. It’s no longer about battling time; it’s about long-term improvements tailored to the skin’s specific needs.

For over 15 years, we have studied the impact of stress on the body and skin. Chronic stress triggers excess cortisol production, weakening the skin’s protective barrier, accelerating collagen breakdown, and leading to premature aging. As pioneers in this field, we are developing cutting-edge neurocosmetic solutions that reduce cortisol levels, stimulate beta-endorphin production, and visibly combat signs of stress and fatigue.

Looking ahead, where do you want INSTYTUTUM to be in five years?
We’re expanding into the GCC regions while continuing our exponential growth in both the American and European markets. Our vision goes beyond skincare to holistic health and longevity, focusing on healthspan—the period of active health at any age, empowering women to embrace their beauty at every stage of life. We redefine anti-aging by focusing on overall well-being. At the heart of it all lies a comprehensive approach to health— integrating nutrition, sleep, mental health, stress management, and physical balance.

We’re gearing up for some exciting product launches in 2025 that will push the boundaries of skincare categories. Just like we redefined lip care with the iconic Fancy Match Lip Gloss, INSTYTUTUM is venturing into new categories that challenge the standard. Every launch is a calculated move, driven by a deep understanding of our audience—what they need, what they dream of, and the challenges they face. This isn’t just about creating products; it’s about delivering game-changing solutions that truly impact and improve the customer experience. Get ready—several amazing projects are on the horizon, and they’ll take the INSTYTUTUM experience to a whole new level.

Also, our manifesto is our guiding star and the next big thing. At INSTYTUTUM, we believe Beauty needs Love. Our mission is to help women embrace self-love, as true beauty comes from within, not from external standards. Today’s expectations on age, appearance, and success are unfair. Every woman deserves to focus on her own happiness. By embracing her beauty, she can unlock her full potential and find joy in the present.

INSTYTUTUM — Leading Swiss R&D Powerhouse: Dr. Natalia Bobok’s Vision for the Future of AI-Powered Science-Based Skincare