Our Goal is to Make Expert Dermatological Care More Convenient and Accessible: Ben Holber, CEO of Apostrophe

Apostrophe is a leading provider of personalized acne treatments, revolutionizing skincare since 2012. The company delivers customized care plans from an expert dermatology team, targeting acne, rosacea, dark spots, and hyperpigmentation. With a focus on convenience and accessibility, Apostrophe combines medical expertise with tailored solutions to address individual skincare needs effectively.

In a recent interview with SME Business Review, Ben Holber, co-founder and CEO of Apostrophe, discussed the company’s mission to revolutionize dermatological care through personalized treatment plans and innovative telehealth solutions. Here’s what Mr. Holber had to say.

Interview Excerpts

Could you share what inspired you to co-found Apostrophe and focus on teledermatology?

Absolutely. The idea for Apostrophe came from observing how difficult it was for many people to access dermatological care. I’ve always believed that everyone deserves personalized, expert care, but traditional models often create barriers, whether it’s geographic location, time constraints, or costs. Apostrophe started as a way to remove those barriers and make dermatology more accessible and convenient. We wanted to blend medical expertise with technology to create something that genuinely works for patients.

How does Apostrophe ensure the quality of care in a digital-first platform?

Quality has always been at the core of what we do. Every dermatologist on our platform is board-certified, bringing years of expertise to each consultation. From the initial online assessment to treatment plans and medication reviews, everything is handled by experienced professionals. We’ve built processes that mirror traditional standards of care, but with added convenience for the patient. It’s a balance between leveraging technology and maintaining the human touch that defines great medical care.

What do you think sets Apostrophe apart from other skincare solutions?

Personalization and accessibility. We understand that no two people have the same skin concerns, so a one-size-fits-all approach just doesn’t work. Apostrophe gathers detailed information about each patient to create customized treatment plans. Beyond that, we’re focused on breaking down the logistical challenges people face. Whether it’s delivering medications directly to your door or enabling follow-ups with dermatologists online, every feature of the platform is designed to make care as seamless as possible.

Could you walk us through how a patient typically interacts with Apostrophe?

Of course. The process starts with an online consultation where the patient answers questions about their skin concerns and uploads photos. A board-certified dermatologist then evaluates the information and creates a treatment plan tailored to the patient’s needs. If prescriptions are part of the plan, they’re reviewed and delivered directly to the patient. It’s efficient but doesn’t compromise on quality. Patients also have the opportunity to follow up with their dermatologist for any adjustments or questions.

What role does technology play in enhancing patient care at Apostrophe?

Technology is integral to our platform. It allows us to remove barriers to care while maintaining a high level of service. Our user interface is designed to be intuitive, guiding patients through each step, from consultation to treatment. Technology also facilitates ongoing communication between patients and dermatologists, ensuring care can evolve as needed. It’s about creating a collaborative experience that supports patients at every stage of their journey.

What has been the most rewarding aspect of leading Apostrophe?

Hearing from patients about how our platform has changed their lives. Skincare is deeply personal, and when someone shares that their confidence has improved because of the care they’ve received, it’s incredibly fulfilling. It’s also rewarding to see how our team continues to innovate and adapt, always pushing to make the experience even better for patients.

As a leader, how do you approach innovation at Apostrophe?

Innovation comes from listening to both patients and the team. Feedback is a huge driver for us. If we notice trends or areas where patients feel something could be improved, we work to address those. Staying connected to advancements in dermatology and technology also keeps us on the cutting edge. I believe innovation isn’t just about big leaps—it’s about constant refinement and staying curious about what’s possible.

What challenges have you faced while building Apostrophe, and how have you overcome them?

One challenge has been ensuring that the level of care we provide digitally matches what people expect from in-person visits. It requires us to be meticulous about processes and quality control. We have overcome this by prioritizing expertise and building a team that’s deeply committed to patient care. Another challenge has been educating people about what teledermatology can do. Once they try the platform, the results often speak for themselves, but getting that initial trust can take time.

What advice would you give to aspiring entrepreneurs in healthcare technology?

Focus on the problem you’re trying to solve and make sure your solution genuinely adds value. It’s easy to get caught up in the tech side of things, but at the end of the day, healthcare is about people. Build something that addresses real needs, and never lose sight of the human impact your work can have. And, of course, stay adaptable. The landscape is always changing, and being able to pivot when needed is crucial.

Where do you see Apostrophe heading in the future?

We’re constantly exploring ways to expand our impact. That means reaching more patients, enhancing the personalization of our treatments, and continuing to innovate on the technology side. Our mission is to make expert dermatological care accessible to everyone, and as we grow, that mission will always guide us. There’s a lot of opportunity to bring this model to even more people, and I am excited about what’s ahead.

What motivates you personally as a leader in this space?

For me, it’s the chance to make a tangible difference in people’s lives. Knowing that our work helps someone feel better in their own skin is incredibly motivating. It’s also inspiring to be part of a team that shares that passion. Seeing how each person at Apostrophe contributes to our mission keeps me energized and focused on what’s next.

Ben Holber, Co-Founder & CEO, Apostrophe

“Our mission is to make expert dermatological care accessible to everyone, and as we grow, that mission will always guide us. There’s a lot of opportunity to bring this model to even more people, and I am excited about what’s ahead.”