Interview | Natalia Bobok of Instytutum

Medical doctor and longevity scientist Natalia Bobok launched Instytutum in 2014 after a career spanning biotech, pharmaceuticals, and aesthetics. Her interest in skincare lies less in quick cosmetic fixes and more in how skin functions over time — a perspective that has shaped the brand’s focus on high-performance formulas and, increasingly, the wider science of longevity.

Dr Bobok’s story is interesting because she wasn’t always convinced off-the-shelf skincare could deliver meaningful results. But years of clinical work have changed that view. She now sees daily skincare as essential maintenance between professional treatments.

We recently interviewed Dr Bobok and discussed what longevity really means for skin, why she’s focused on long-term skin health, and where she thinks the industry is heading next.

What inspired you to create Instytutum?

Before Instytutum, I founded Hyalual, an injectable aesthetics company focused on cellular rejuvenation. Even back then, I wasn’t interested in simply making skin look younger. I wanted to understand how to improve the way skin functions at a biological level. Long before longevity became part of everyday conversation, we were already exploring how to influence the processes behind skin ageing rather than just its visible signs. One of our cellular rejuvenation treatments was later chosen by Madonna, bringing global recognition to this innovative approach.

At the time, I believed that real results could only come from professional treatments. Like many physicians, I saw home skincare as mostly marketing. But years of experience in medical aesthetics and skin science changed my perspective. I realised that even the best in-office procedure cannot deliver lasting results if the skin isn’t supported every day between treatments.

I started testing every major skincare brand on the market, searching for formulas that matched the standards I expected as a doctor and scientist. I couldn’t find them. Products either relied on marketing promises without meaningful efficacy or used aggressive formulations that delivered quick results at the expense of the skin’s long-term health. That realisation became the starting point for Instytutum.

From the very beginning, my vision went beyond traditional anti-ageing. While much of the beauty industry was focused on treating wrinkles, I became fascinated by a different question: can we influence the skin’s biological age? That question ultimately became the foundation of Instytutum.

I made the decision to build Instytutum’s research in Switzerland because I wanted to work within one of the world’s strongest ecosystems for life sciences, pharmaceutical innovation, and precision formulation. For the past eleven years, our team has been studying the mechanisms of cellular ageing and the biology behind skin longevity. That journey led us to a much bigger realisation: the skin is a visible reflection of the health of the entire organism. To meaningfully influence how it ages, we need to go beyond treating its visible signs and address the underlying biological processes that drive ageing — from the inside out.

Today, every Instytutum formula is built around that philosophy. Every product we create is designed not simply to make skin look younger. We develop skincare designed to help skin function at its best for as long as possible.

What product makes the best introduction to the brand?

If I had to choose one product as an introduction to Instytutum, I would start with our Brightening Vitamin C Serum. Vitamin C remains one of the most extensively researched ingredients in dermatology, but for us, it is never simply about using the highest possible concentration. What matters is bioavailability — how effectively the skin can absorb and utilise the ingredient.

That is why we chose 15% THD vitamin C, one of the most stable and bioavailable forms of vitamin C, and combined it with niacinamide, peptides, multimolecular hyaluronic acid, and antioxidants. Together, they help support collagen production, improve skin tone and firmness, and protect the skin from oxidative stress. It is a powerful daily formula that reflects our approach to skincare: every ingredient is selected not only for what it does individually, but for how effectively it works within the entire formulation.

What has been the biggest highlight?

There have been many moments I’m incredibly grateful for, but I don’t think about milestones as awards alone. For me, the greatest achievement is seeing our scientific vision resonate around the world.

Being named ‘The Next Skincare Disruptor’ by Forbes was an important moment because it confirmed that the industry was ready for a different conversation, one focused not only on beauty, but on longevity and skin biology.

But perhaps what makes me proudest is something less visible. Today, more than 200,000 people around the world trust Instytutum with their skin. Knowing that our research has become part of someone’s daily life — and that we’re helping shift the conversation from anti-ageing to longevity — is the achievement that means the most to me.

What advice would you give to those wanting to launch their own beauty brand?

Outside of business, I’m a Master of Sports in skydiving, and I’ve completed more than a thousand jumps. Skydiving taught me one lesson that has stayed with me throughout my entrepreneurial journey:

Jump.

Not because you’re fearless, but because you’ve prepared for it.

Before you leave the aeroplane, you know your altitude. You check your equipment. You know your landing zone. And you always have a reserve parachute.

Business works exactly the same way.

The goal isn’t to eliminate risk — it’s to understand it. Confidence doesn’t come from certainty; it comes from preparation. You will never have all the answers before you start. What matters is being willing to learn, adapt, and keep moving forward, even when the outcome isn’t guaranteed.

For me, that reserve parachute has always been diversification. Never rely on a single product, a single market, or a single source of growth. Diversification is one of the strongest forms of resilience a business can build.

If I had waited until everything felt certain, Instytutum would never have existed.

What’s next for Instytutum?

I believe beauty is becoming far more personal, measurable, and science-driven than ever before.

At Instytutum, we’ve reached a point where developing exceptional skincare is no longer enough. The future lies in connecting everything that influences how we age. That’s why we’re building a longevity ecosystem that extends far beyond skincare.

We recently introduced our Longevity Supplement and Biological Age Test, but those are only the beginning. Our next step is a digital longevity platform designed to bring everything together. It will allow people to measure their biological age over time, integrate laboratory biomarkers and blood test results, receive AI-supported interpretation of their health data, and access personalised recommendations tailored to their own ageing profile.

At the same time, we’re expanding into entirely new product categories focused on supporting beauty from within because I believe the future of beauty will no longer be defined by creams alone. Our goal is to become one of the leaders in longevity tech.

What does your daily beauty routine look like?

Beauty isn’t something I try to achieve every morning in front of the mirror. It’s the result of the choices I make throughout the day. My daily beauty routine starts long before I apply any skincare.

The first thing I prioritise is sleep. It’s during sleep that much of the body’s repair, immune regulation, and cellular recovery takes place. No skincare product or supplement can replace consistently good sleep.

Nutrition is equally important. I don’t believe in restrictive diets. Instead, I focus on getting enough protein, healthy fats, fibre, vitamins, and minerals.

Movement is another non-negotiable. I combine strength training, yoga, and walking because maintaining muscle mass is one of the strongest predictors of healthy ageing. I also regularly practise cold exposure through ice baths as a form of hormesis — a controlled stress that helps strengthen the body’s adaptive response.

When it comes to skincare, I keep my routine simple and consistent. Every morning I use our Brightening Vitamin C Serum for antioxidant protection, followed by SPF, which I consider the most important anti-ageing product anyone can use. In the evening, I focus on hydration and barrier support with SuperBiotic Regenerating Cream, adapting the rest of my routine to my skin’s needs.

I also believe in measuring, not guessing. That’s why I regularly monitor my health biomarkers and biological age — it allows me to make decisions based on data rather than assumptions.

What are three beauty products you can’t live without?

The first is a dry body brush. I don’t actually have one particular brand I’m loyal to — I test different brushes from time to time, paying attention to the quality of the bristles and how they feel on the skin. Dry brushing itself is one of those small rituals I rarely skip. I use it before showering as it helps stimulate microcirculation, gently exfoliate the skin, and instantly make me feel more energised.

The second is my Oura Ring. I believe one of the most important things we can do for our beauty and longevity is understand what is happening inside the body, rather than simply guessing. I use Oura to track my sleep, recovery and daily readiness, and I find it incredibly useful for understanding how my lifestyle is affecting me over time. Sleep in particular is fundamental to cellular repair and skin health, so having objective data helps me make better decisions about when my body needs more rest or recovery.

The third is our CryoShot Hydrating Serum. I often reach for it in the morning because it instantly makes my skin look fresher and more rested. I love the cooling metal applicator and the cryotherapy-inspired effect, especially after travel or long workdays. The formula also features our NAD+ Supporting System, designed to support cellular energy and the skin’s natural renewal processes, helping maintain its vitality and resilience over time. Together with its anti-stress complex, it helps soothe stressed skin, reduce puffiness, improve skin tone and restore natural radiance. It’s one of those products that gives me an immediate, visible result while also supporting the skin over time.

What’s not getting the attention it deserves in the beauty industry right now?

I think one of the most underestimated concepts today is professional-grade skincare at home.

For many years, there was a belief that meaningful results could only come from in-clinic procedures. I used to think the same. But science has advanced enormously. Today, well-formulated skincare can deliver impressive results while remaining safe enough for long-term daily use — without downtime or disrupting the skin barrier.

At the same time, I think we still underestimate the importance of approaches that support the skin from the inside out. One example is myofascial facial massage. When performed correctly, it can help improve microcirculation, support lymphatic drainage, reduce muscle tension, and enhance overall tissue quality. It’s a beautiful reminder that healthy skin isn’t only about what we apply to it, but also about how we care for the tissues beneath it.

I also believe the future of beauty lies in bringing these approaches together rather than treating them separately. High-performance skincare, professional treatments, manual therapies, and a deeper understanding of the body’s biology shouldn’t compete with one another — they should work as one integrated system.

Instytutum is available online at instytutum.com, shipping to both the UK and US. For more exclusive conversations with beauty founders, explore our beauty interviews archive.