Meet The Founder of Your New Skincare Decree, Dr. Anita Sturnham
This doctor-led brand Decree is quietly taking over prime shelf space in highly discriminating beauty lovers’ cabinets and in prestige retail environments in the U.K. and the U.S.
Dr. Anita Sturnham is known as “Dr. Anita” to many of her patients and clients, as she is undoubtedly known to streamline, edit and simplify one’s skincare routine. Driven by her frustration of seeing patients with self-inflicted skin problems using the wrong combination of products for their particular skin type, she took matters into her own hands. She first developed her own 32 SKU skincare line for in-house treatment use only in 2014 called Nuriss (the name of her medical skincare clinic) in London to address this particular issue, then came Decree in late 2019. It’s been making its way stateside since 2020 and is now at Shen beauty, the decidedly discerning beauty purveyor based in Brooklyn, New York. It is a sophisticated skincare system in eight core SKUs (not including The Discovery Kit, “SOS,” and sets) that does wonders. Jessica Richards, the founder, and curator of Shen, is also a big fan of Decree and Dr. Anita. “In meeting Dr. Anita, I was impressed by her thoughtfulness behind the brand. A clean, doctor brand with results and science behind it paired down for the simple but luxury-minded consumer. The results speak for themselves, and after learning about her skin theory and testing the products, it was a no-brainer,” says Richards.
Aside from Decree’s sleek and serene packaging, I noticed how the serum felt on my skin, how it absorbed, then how my skin looked and felt, which had an immediate tightening and lifting effect as if I just gave myself a little mini-micro facelift on my skin while feeling well nourished. I also noticed the lack of perfume (thank you!). But there is a very faint scent, which is pure rose water. All Decree products contain a very high percentage as its base throughout all formulations, which feels calming and refreshing.
What I also appreciate about Decree is that it heralds prescribed but simplified skincare systems that are edited with precision and backed by years of research in skin and ingredient formulations personally attended by Dr. Anita herself. As you know, I do not endorse any products I do not use or believe in, but in Decree, I do. After discovering this brand, I got to know Dr. Anita and learned about her Nuriss Clinics, where Decree stems. Herewith is an in-depth Q & A with Dr. Anita Sturnham.
SunHee Grinnell: Can you tell us a little bit about your medical background?
Dr. Anita Sturnham: I graduated from Bristol medical school in 2002, after completing my medical degree and a degree in Anatomy and Physiology and started my career as a surgeon. I fell in love with the specialism of Dermatology early on in my career, when I was posted on a Plastic surgery rotation, specializing in skin cancer, which involved examining skin in the clinic and then removing cancerous moles. I have since worked in both the NHS (National Health Service) and private sectors, growing my specialist interest in Dermatology, by completing a postgraduate degree in Dermatology.
SG: As a GP, how did you get to specialize in skin dermatology? (What was it about the skin and skin care that got you interested in dermatology in the first place?)
Dr. AJS: I completed my hospital specialisms and moved into a role as a GP, specializing in Dermatology and skin surgery. I was given an opportunity to develop my passion for skincare by working as a medical advisor for Unilever and Procter and Gamble, advising in terms of formulations, market research, doing consumer study groups then bringing forth product launch. Around the same time that I started formulating and I was also working as a media Doctor, doing education shows for BBC, ITV and Channel 4 (in the U.K.).
Although my exposure was interesting and good, I grew frustrated that my roles were limited, in terms of the quality of the clinical care I was able to offer. In the NHS, I was limited to 8-10 minutes appointments, with a lack of resources around me. During my private work, I found the focus was strongly around profit and loss and not on the quality of clinical care offered.
SG: I know R&D in terms of ingredients in products played a key role which guided you to creating your first skincare line Nuriss before Decree. Can you share a bit about what led you to this point?
Dr. AJS: With all my knowledge in formulations, ingredients and product development, I decided to take matters into my own hands and in 2014 where I combined my passion for medicine with my passion for skin and created Nuriss Skincare and Wellness Ltd, a seamless integration between Dermatology, systemic medicine, and aesthetics.
“I would say that around 90% of the skin issues that I see in my clinics are self-inflicted.”
— Dr. Anita Sturnham
SG: Can you tell us about your Nuriss Skincare + Wellness Clinic and what can we expect on our first visit?
Dr. AJS: Nuriss clinic is a holistic concept, which offers a complete expert-led service, combining medicine with nutrition and dermatology. I wanted to offer the best in class skincare and wellness treatments, in a luxurious yet relaxing setting, where we take our clients on a journey to achieve their happiest and healthiest version of themselves.
At my initial skin consultations, I ask my patients to bring in their skincare products and get them to show me what they are using from morning to night. Over the years I have seen the same trends again and again. Many people are using the wrong products on their skin, effectively feeding it with ‘junk food’. I would say that around 90% of the skin issues that I see in my clinics are self-inflicted, with the main culprits being the products that they use. The most common issues include overusing products; mixing and matching brands that weren’t designed to go together; product hopping; over stimulating the skin and over exfoliating with multiple fruit acids and double cleansing products.
Dr. Anita’s belief is that Skincare can be simplified.
“I wanted to reduce the number of serums people use on their skin by creating ‘Uber’ serums.” —Dr. Anita
My first priority is to strip things right back and to start them on a simplified skincare routine - this is a fundamental step to getting healthy skin. I provide my patients with the knowledge and confidence to choose the right products for their skin, morning and night and help them to get the very best out of their skin and to keep it there.
SG: Let’s talk about Decree the skincare line, which I am personally obsessed with currently as they are perfectly edited for one’s daily and nightly use. How did you narrow it down to this system?
Dr. AJS: Decree is a brand that was designed to cut through the confusing and cluttered skincare space. Inspired by my 18 years of clinical practice, I wanted to create a line that not only offered clinically efficacious formulations but also the luxurious sensorial touch-points that seemed to matter to my patients, such as beautiful packaging, textures and the smells. I wanted the products to be simple to choose in the retail setting, easy to use and so created a concise lineup of a daily and weekly protocol. Decree is designed to encourage consistency with your skincare routine and we know that consistency is key to having healthy skin.
SG: Knowing that ingredients play a key role in creating this precise edited line for you, can you highlight some of your principal constituents and active compounds?
Dr. AJS: I discovered that regardless of the age, sex, skin type and in skin concern for my patients, I was using the same key active ingredients for everyone. It became clear that there was a massive opportunity to strip things back and to simplify skincare down to a collection of products that contain multitasking actives. In my mind, it was time to break down the typical boundaries in skincare. And so, with all of this inspiration, I created Decree. For example, I’ve combined the active ingredients from five of the serums in my previous in-house line and put them into this one product, Treat Tincture (our best seller since its launch), night serum, making it a multitasking product that is suitable for all skin types. I wanted to reduce the number of serums people use on their skin by creating ‘Uber’ serums. In this product we have added plant based stems cells for rejuvenation, a modern form of retinoid, that gives you all the benefits of Vitamin A without the downtime, pigment stabilizing Alpha Arbutin, barrier supportive Squalane and Hyaluronic acid, in a Rosewater base, ensuring that it does not clog or trigger breakouts.
I often describe Decree skincare as a blend of science and nature. We are focussed on using sustainably sourced plant based ingredients at active levels and scientific delivery systems to ensure that the ingredients absorb well into the skin. And to heighten its precision, our serums come in a dosed dropper, so that you get the exact amount of product needed for the face and neck, every time you use them.
SG: What makes the Decree system work?
Dr. AJS: Every product in the Decree line is designed and tested to enhance the benefits of the products used before and afterwards but each product formulation is brilliant in its own right, so if you simply needed a new day serum for example, you could slot the Protect Elixir easily into your existing routine. The beauty of Decree is the simplicity of the range. The system encourages consistency and we know that we need to use products regularly to get best results.
“The beauty of Decree is the simplicity of the range.”
SG: Getting down to the nitty gritty, Morning Cleanse AM vs. Deep Cleanse PM, does one need both?
Dr. AJS: I’ve studied how skin behaves in response to skincare for over a decade and am particularly passionate about the topic of cleansing the skin. Mainly because so many people are using the wrong products on their skin and the issues that they present with are often self-inflicted. Common culprits are the overly stripping cleansing steps; double cleansing and foaming cleansers being at the top of my hit list. Sometimes I don’t even need to make drastic changes, I simply address the cleansing steps and their skin transforms. I believe your skin does need to be cleansed morning and night. When I first meet my patients I scan their skin and those who skip the morning cleanse invariably have bacterial overgrowth, pilosebaceous inflammation and congestion. When I start them on a designated morning and night cleanser their skin transforms.
Helpful tips: Your morning cleanse should be a cream or gel based formulation, gentle and non-stripping. Its job is to remove any remnants of overnight skincare and excess oil and to prepare your skin for your subsequently applied products, which will absorb better and work more effectively, following a cleanse. I avoid foaming products, as these tend to be stripping and I also avoid any form of fruit acids or exfoliants in a morning cleanser, for most skin types. For sensitive skin I tend to stick with the same cleanser for night too but otherwise I will add in a more detoxifying cleanser, such as Decree Deep cleanse, at night. The combination of gently exfoliating Salicylic and Lactic acid, detoxifying clays and anti-inflammatory zinc and sulfur is perfect for that harder working night time cleanse.
SG: Preparatory Mist AM+PM (Toner), why is this so essential?
Dr. AJS: Following your cleanse I recommend using a toner to rehydrate your skin and to rebalance the skin’s PH to 5.5, the optimum PH for good skin health. This toner uses a microsphere delivery system to ensure delivery of rebalancing and hydrating nutrients into the skin. The toner contains Rosewater blended with Aloe Vera juice, Antioxidants, Papaya, Cucumber, Chamomile and Orange extract. blended with our Hyaluronic Acid complex (high molecular weight) and Ubiquinone Coenzyme q10, all to prep your skin for your serums to absorb deeper and work more effectively.
SG: Protect Elixir AM vs. Treat Tincture PM (serums), what are the important differences?
Dr. AJS: The Protect Elixir day serum is designed to infuse the skin with a cocktail of hardworking antioxidants, protective and collagen-supporting minerals, hydrating rosewater and hyaluronic acid. We call this the ultimate day serum. When I designed this formulation, I combined the ingredients from four of my previous skincare line serums and put them into this one product, to avoid the need for people to use multiple serums at this step.
At night time, your skin enjoys ingredients that act as building blocks for this repair process. Peptides, Stem Cells, Retinoids and pigment stabilizing ingredients, such as Alpha Arbutin and Resveratrol are beneficial in the nighttime steps, as are hydrating ingredients such as Vitamin E, Hyaluronic acid and Squalane, which can restore skin hydration overnight. These more active ingredients are also best delivered in serum form housed in Treat Tincture PM.
SG: Peptide Emollient Veil vs. Peptide Emollient Veil + (creams), what are the main differences between them?
Dr. AJS: I recommend we all own a light textured and rich textured moisturizer so that you can select the product that suits your skin best on the day. Become your own skin expert and adjust the type of product according to your skin’s needs. Some days will be colder plus throw into the mix late nights, stress, hormonal changes, travel, these can all impact your skin. Many people use a light textured product in the morning and a richer one at night but if those days where your skin needs that boost, use the richer one morning and night. It’s for this reason that I designed these two moisturizers. You get the same skin supportive active ingredient in both; your firming peptide blend, Hyaluronic acid and Resveratrol but the point of difference are the emollient and humectant ingredients added are adjusted to create a different texture.
In the Peptide Emollient Veil + we have added nourishing safflower seed oil to balance and condition, squalane to improve moisture levels, a hyaluronic acid complex to hydrate and soften and antioxidants to brighten and protect. We have taken the benefits of Decree’s original Peptide Emollient Veil moisturizer and have added additional moisturizing ingredients making this the perfect addition to any skincare routine.The key ingredient is a proprietary peptide blend which works to improve collagen production for firmer, more supple skin. Working alongside these peptides are a mix of nourishing botanical oils including candelilla, jojoba seed and rice bran, conditioning apricot kernel oil, squalane to improve moisture levels, a hyaluronic acid complex to hydrate and soften and antioxidants to brighten and protect.
SG: Getting into the specifics on problematic skin conditions, can you prescribe which products to use to address some skin obstacles?
Dr. AJS:
Condition: Rosacea (inflammation)
Protocol: Light Cleanse AM and PM, Preparatory Mist Toner AM and PM, Peptide Emollient Veil/ + AM and PM. After a few weeks I would introduce the Protect Elixir AM and PM. SOS Revitalizing Face and Eye Masks to be used as required
Condition: Adult Acne
Protocol: Deep Cleanse AM and PM. Treat Tincture serum and Peptide Emollient Veil moisturizer AM and PM. Use Deep Cleanse once a week as a treatment mask and wear for 10-15 minutes before washing off.
Condition: Eczema
Protocol: Light Cleanse AM and PM, Preparatory Mist Toner AM and PM, Peptide Emollient Veil/ + AM and PM. SOS Revitalizing Face and Eye Masks.
Condition: Hyperpigmentation
Protocol: AM Light Cleanse, Preparatory Mist, Protect Elixir, Peptide Emollient Veil, Day Shield PM Deep Cleanse, Preparatory Mist, Treat Tincture, Peptide Emollient Veil +
SG: Given that there are so many different Dr. Skincare brands out there, how would you differentiate yourself and your brand from others?
Dr. AJS: Many doctor-led skincare brands have complicated regimens to follow and come in packaging that isn’t particularly luxurious, textures that don’t absorb easily into the skin and often smell of their unpleasant raw materials. For this reason, people don’t use the products consistently and we know that consistency is key to seeing the true benefits of a product.
Decree is a doctor-led brand that simplifies the skincare regime, encouraging compliance by providing a luxurious, sensorial yet highly efficacious routine. In a world that demands more transparency than ever before, Decree’s messaging is confident and clear, proudly displaying our dosed actives, its percentages and purpose on our secondary packaging. Our aim is to build a relationship based on trust with our consumer. Decree is a range that empowers the consumer to become an expert in their own skin. The carefully formulated products, with luxurious textures, moorish botanical extract scents and beautiful soft touch packaging, makes following a structured skincare regimen a pleasure and not a chore.
Decree is committed to challenging boundaries that surround skincare. For example, the widespread belief that consumers must buy multiple products to target different skin concerns, for different ages and skin types. When in fact there are a number of key ingredients that are multi-functional and beneficial for all ages, sex and skin type. Skincare can be simplified.
Become your own skin expert.
“Decree is a range that empowers the consumer to become an expert in their own skin.” — Dr. Anita
SG: How would you characterize Decree (your ethos)?
Dr. AJS: Decree is a brand with complete integrity, committed to delivering the very best in formulations, ingredients and experience from a skincare routine. We do not over promise and under deliver. We reject the development of products that are surplus to requirements or trend led, saving our NPD ideation for products that will truly benefit our consumers' skin. Decree is a brand developed entirely around the needs of an exacting consumer.
SG: Thank you, Dr. Anita!
The Decree Discovery Kit
Speaking of exacting consumer, Jessica Richards of Shen shared that her favorites from Decree are The Weekly Peel, The Deep Cleanse PM, Scrupulous Technical Washcloth, Preparatory Mist, and Peptide Emollient Veil+, adding that “the AM/PM serums are heroes at Shen too!”
Shop locally at Shen beauty or visit the store at 138 Court St. Brooklyn, NY.
For orders directly from Decree (UK), use code SUNHEESHIP for free shipping for purchases over $300.