Our founder Rita Lagzdina joins internationally recognised skincare experts in Forbes to discuss the future of skin health and protection. We are proud to share that Amranthé founder and cosmetic formulator Rita Lagzdina has been featured in Forbes, contributing her insights to the article “Why Skin Barrier Protection Is Beauty’s Next Big Trend” by luxury journalist Laia Farran Graves. The feature brings together perspectives from leading voices across the international beauty industry, including dermatologist Dr. Andrew Park, CeraVe's global scientific communications expert Nada Baalbaki, and Sophie Smith, co-founder of Grand Aesthetics.
For Amranthé, being part of this international conversation alongside established industry experts is a meaningful recognition of our founder's expertise and our commitment to science-led, forward-thinking skincare. The discussion explores a defining shift in beauty: moving beyond short-term cosmetic results towards skin barrier protection, long-term resilience and skin longevity — principles closely aligned with the Amranthé philosophy.
Beyond Beauty: A New Understanding of Skin Health. For years, skincare conversations have focused predominantly on hydration, visible signs of ageing and achieving an immediate glow. Today, the conversation is evolving. Consumers are becoming increasingly aware that environmental stressors from pollution and UV exposure to temperature fluctuations, low humidity and oxidative stress can influence the skin's condition over time. As Rita explains in Forbes, protecting the skin against these daily challenges is becoming an essential part of modern skincare, alongside hydration and sun protection. This reflects a broader movement towards a more thoughtful, preventive approach to beauty.
From Anti-Ageing to Skin Longevity. One of the most compelling developments highlighted in the Forbes article is the shift in how consumers think about ageing and skin health. Rather than focusing exclusively on correcting visible imperfections, there is growing interest in maintaining the skin's natural resilience and supporting its long-term wellbeing.
For Amranthé, this philosophy resonates deeply. We believe that sophisticated skincare should go beyond the pursuit of immediate visible results. It should respect the skin's natural functions, support its protective barrier and combine carefully selected ingredients with purposeful formulation.
The Science of Skin Resilience. The skin barrier plays a fundamental role in maintaining moisture and protecting against external irritants. When its function is compromised, skin may become more susceptible to dryness, discomfort and sensitivity. This is why barrier-conscious formulation is increasingly important in contemporary skincare. At Amranthé, our approach brings together formulation expertise, ingredient knowledge and a commitment to creating skincare that supports healthy-looking, balanced and resilient skin. We see effective skincare as a balance between performance and respect for the skin.
A Perspective Shared on a Global Stage. Being invited to contribute to this Forbes discussion represents a meaningful moment for Amranthé. It is an opportunity to share our founder's perspective within a wider international conversation about the future of beauty.
Read the full article by Laia Farran Graves in Forbes:
Why Skin Barrier Protection Is Beauty’s Next Big Trend — Forbes, October 6, 2026
