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Decree by Dr Anita Sturnham Secures Strategic Investment

Published November 9, 2023
Published November 9, 2023

Decree, the doctor-led skincare brand by Dr Anita Sturnham, secures a Series A investment to help fuel growth through new product development and expansion into new markets. 

WHO: Decree was founded in 2019 by Dr Anita Sturnham, a GP specializing in dermatology with over 20 years of experience and a wellness and aesthetic clinic in London. Decree is a smart skincare system that provides a minimalist, multitasking regimen. It simplifies the complicated cosmeceutical market by giving all skin types a clinical-grade, easy-to-use, and highly efficacious protocol. Decree is sold with partners in the UK, including Cult Beauty, Harrods Beauty, and John Bell & Croydon as well as Saks Fifth Avenue in the US and Galeries Lafayette in France. 

Natalia Vodianova, Timon Afinsky, and Harry Blain led the financing round, with Vodianova taking a seat on the board. Vodianova is a Paris-based model, philanthropist, and ambassador for the UNFPA, a UN agency aimed at improving reproductive and maternal health worldwide. She is also a serial investor with investments in 30 companies alongside her business partner Timon Afinsky. In addition to being an experienced investor and digital media specialist, Timon is also the co-founder of, among other businesses. Harry Blain is a London-based art dealer and investor. He is co-founder of Haunch of Venison, Blain Southern, Blain Di Donna, and Sedition.

WHY: The funding will be used for marketing, sales growth and expansion, and new product development.

IN THEIR OWN WORDS: Dr Anita Sturnham, Decree founder, commented, “We are thrilled to welcome Natalia and her partners to our company. Their experience as investors in the digital and high-end consumer worlds will be invaluable for us, and we couldn’t be more excited to have Natalia as investor, board member and an ambassador for the brand. Decree products deliver clinic level results at home in a simplified regime; this investment will help us grow our business and deliver the message of a healthier approach to skincare to more people worldwide.”

Natalia Vodianova also commented, “'I was taken with the simplicity but effectiveness of Decree. In a landscape that's overcrowded with products, I’ve been impressed with the results I’ve seen using Decree and following their formula—less is more. I am excited to be partnering with this scientifically and sustainably focused female founded brand. The opportunity for them—an authentic and efficacious brand led by an experienced dermatology specialist—is a winning combination.”


  • The business has been funded by friends and family to date and has now taken on a strategic investor group in a Series A funding round comprised of Natalia Vodianova, Timon Afinsky, and Harry Blain.
  • Natalia Vodianova will also take a seat on the board.

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