Ostroumov, making use of advances in chemical and technological equipment, created the cream "Metamorphozis",[5] designed to get rid of freckles, age spots and protect against severe sunburn, which quickly became the favorite of Russian beauties and brought him fame.

[9] In 1912, the Moscow Institute of Medical Cosmetics A. M. Ostroumov published an album of promotional photos with autographed notes entitled "Our Artists" ("Nashi artistki").

[11] The Ostroumov company employed local stars for their "artists" which fitted in with their narrative of transformative beauty to gain an advantage over their foreign competitors.

Wearing an elegant dress, dramatic soprano Leonida Balanovskaya issued the following statement: Since I have become familiar with chemist Ostroumov's 'Cream No.2', I have understood the importance of choosing the right cosmetics.

[13] Raisa Reisen, actress from the Imperial Maly Theater in Moskow, jokingly wrote: If Napoleon had used Ostroumov's 'Napoleon' eau de toilette, Josephine would have never cheated on him.

Star Bolshoi soprano Antonina Nezhdanova, who appears as the heroine of the same name in Léo Delibes's opera "Lakmé", explained that she likes the perfumes of the Ostroumov company very much, especially the soap, cologne and powder 'Lakme'.

In the factory price list there are hundred names of eaux de toilette, including "Napoleon", "Chypre", "Lily of the Valley", "Jasmine", "Ideal", "Japanese Lilac", "Empress's Bouquet", "Artist's Cologne" or perfumes like "Fresh Hey", "Vera-Violet" and "Oridis".

In 1920, when the front of the Civil War reached Crimea, Ostroumov fled to Constantinople with his youngest daughter Olga and her husband Nikolai Baron von Stempel[16] where he died of a heart attach shortly afterwards.