Cleo Davis-Urman, co-founder of Barrière, has created a unique buzz around vitamins.
With an extensive background in fashion and beauty (she interned at T Magazine and Vogue before climbing the ranks and becoming Fashion Director at Saks), Cleo has always had an eye for what’s missing. But in a world obsessed with beauty and luxury lifestyles, she noticed one thing that wasn’t easily accessed: wellness that felt both effective and effortless.
With Barrière, the buzzy transdermal patch brand that’s rewriting the rules of self-care, Cleo is proving that self-care doesn’t have to be sterile—or a chore. Think of it as wellness, but make it fashion. And by the way, the brand is now everywhere from Anthropologie to Walmart (and on Instagram feeds everywhere in between).
With her popular NAD+ stickers on our arms, we met with Cleo to chat about her journey, why she believes wellness should be both glamorous and real, and what it really takes to build trust in the industry.
What inspired you to merge science-backed wellness with fashion-forward design?
It started out of necessity. A few years ago, a routine blood test revealed I had dangerously low B12 and iron, even though I was already taking oral supplements. I was relying on weekly injections and iron infusions until a doctor recommended transdermal patches, which bypass the digestive tract entirely and are known for excellent absorption. They worked, but they were bulky, irritated my skin, and looked clinical. I wanted something that was just as effective but beautiful and wearable.
Coming from fashion, I understood the power of self-expression. Looking good makes you feel good. But the real key to sustaining healthy habits is ease; if wellness fits naturally into your life, you’ll actually keep doing it. With Barrière, we wanted to merge both: effective science-backed support, wrapped in designs you’d be excited to wear.
What lessons from your early career helped you succeed in the founder seat?
My early career in fashion taught me to always start with the customer’s journey and focus on the “job to be done.” At Moda Operandi and Saks, it wasn’t just about selling clothes. It was about helping customers discover, aspire to, and express identity through fashion. I learned to map pain points—whether it was friction in the shopping experience, unclear value, or a lack of emotional connection—and then design solutions that felt seamless and inspiring. That lens has been invaluable at Barrière.
We love seeing “wellness as an accessory”, as you put it. What does that mean to you, and how do you want your customers to feel when they wear Barrière?
In fashion, an accessory is the finishing touch; it enhances an outfit, transforms a look, and makes it better. A “wellness accessory” is an easy, transformative solution that should feel as effortless and stylish as choosing the right handbag or piece of jewelry. You’re not just supporting your health—you’re making a statement about who you are and how you prioritize yourself. I want our customers to feel empowered and cared for and like their wellness routine just got a major upgrade.
What was the biggest challenge in building a product that had to be both medically effective and aesthetically elevated?
The hardest part was refusing to compromise on either side. The patches had to be effective and meet regulatory standards, so we collaborated with medical experts to make sure every ingredient and material delivered on safety and effectiveness. At the same time, I didn’t want them to feel clinical or boring. We went through countless rounds of testing to find adhesives and materials that were gentle, comfortable, and long-lasting but also able to carry beautiful designs.
Behind the scenes, what’s one thing about creating a wellness brand that no one talks about?
How much invisible work goes into building trust. In wellness, you’re not just creating a product; you’re asking people to put something on or into their bodies. Behind the scenes, it’s hours spent reviewing formulas, back-and-forth communication with the lab and medical experts, testing adhesives on different skin types, and making sure every ingredient passes compliance. In wellness, you’re asking someone to trust you with their body, so the science and safety work has to come first—even if no one ever sees it.
