Inside Dr. Barbara Sturm’s Anti-Inflammatory Haus in Soho

When Dr. Barbara Sturm’s Hyaluronic Acid Serum debuted in 2015, there was nothing else quite like it. “I wanted hydration from the inside out, so I was injecting it into the skin,” she tells Vogue. “After the treatments, I wanted a topical serum patients could use at home—that’s why I made it.” The first iteration came in ampoule form, which helped preserve the ingredient’s purity, but after endless requests for a bottled version, Sturm brought it to market.

Ten years later, the once-novel serum has become a cornerstone of Sturm’s skincare line—and a milestone like that calls for a celebration. Enter the Anti-Inflammatory Haus, an immersive takeover of the iconic five-story townhouse at 214 Lafayette in Soho. The “Hydration Edition” activation honors the bestselling serum, which Sturm affectionately calls “the white T-shirt of the skin”—a daily essential for herself and longtime fan Katie Holmes, who co-hosted the event.

“It helps the cause,” Holmes said with a laugh. “I’ve been using it for years. It feels really good on the skin, and I’ve noticed a big difference in the wrinkle department.” That’s thanks to the formula’s potent blend of hyaluronic acid molecules and biofermented purslane, which delivers hydration while supporting skin regeneration and anti-aging benefits.

The activation also reflects Sturm’s unique career path. A German doctor who began in orthopedics, she translated her anti-inflammatory expertise into aesthetics, creating topicals and treatments beloved by Hollywood’s most radiant faces. “Everything comes down to inflammation,” she says. “It’s the root cause of aging, skin disease, autoimmune disorders—even cancer.” Her prescription? Smart lifestyle choices, clean skincare, and education.

“I’m still a doctor—I’m still in service to my patients,” Sturm says. “I want people to have the knowledge to make informed choices. I’m not here to push product. Everyone should decide for themselves, but they need access to information.”

That philosophy informs the Haus experience: part wellness retreat, part skincare lab, it’s an immersive journey through the pillars of an anti-inflammatory lifestyle. Each floor of the townhouse offers a distinct theme—starting with a first-floor “underwater” check-in area, followed by a literal pool on the second floor (a popular photo op). Upstairs, guests can try red light therapy, explore products in the discovery room, or get their skin analyzed via EveLab Insight devices. There’s an outdoor terrace for movement and mindfulness, and a top-floor anti-inflammatory lounge for panels, juices, and quiet conversation.

Open to the public through Sunday, the Haus invites anyone to sign up on the brand’s website and explore the science—and serenity—behind the Sturm philosophy.

Both Holmes and Sturm were visibly proud of the experience. “The amount of work that’s gone into this reflects the work that’s gone into the products,” Holmes shared. As for Sturm? “I can’t take credit,” she said. “I’m so impressed with my team—they pulled this off for every person who touches the Sturm spirit.”

Visitors can attend a panel, sip an anti-inflammatory juice on the rooftop, or simply browse the brand’s offerings—but before leaving, be sure to grab a bottle of the now-iconic serum. After all, it’s the formula that started it all—and according to Sturm, the ultimate secret to slowing the signs of skin aging.