Augustinus Bader, a renowned skin care brand, has officially announced its collaboration with pop sensation Dua Lipa, introducing a new line of products simply named “Dua.” This trio includes a cleanser, a cream, and a glow complex, all designed to cater to a younger audience. The products will be available globally on the brand’s website, with prices ranging from $40 to $80. This partnership marks a strategic move for Augustinus Bader, especially as luxury skin care sales in the U.S. have recently been sluggish. Despite this trend, co-founder and CEO Charles Rosier remains optimistic, anticipating a 25% growth in sales this year.
Rosier explains that Augustinus Bader has always viewed itself as a technology platform rather than just a single brand. This broader vision has led to fruitful collaborations with celebrities like Victoria Beckham and Sofia Coppola, which started from organic conversations. The spark for the partnership with Dua Lipa ignited a few years ago when she performed at a UNICEF gala in Saint Barth’s, and the brand provided treatments for her and her family. This initial interaction laid the groundwork for their current collaboration, emphasizing the natural evolution of their relationship.
The “Dua” products feature a new hero ingredient known as TFC5, specifically formulated for individuals with less skin damage than the brand’s typical clientele. Rosier highlights that Dua Lipa’s widespread appeal among younger audiences makes her an ideal collaborator for this line. “She inspires a lot of people,” he notes, highlighting the alignment between Lipa’s fan base and Augustinus Bader’s target demographic. The focus has been to create a more affordable and effective offering tailored to younger skin, showcasing the brand’s adaptability in a changing market.
Dua Lipa isn’t new to the beauty scene; she’s already the face of YSL Beauté’s popular Libre fragrance, which ranks as the second-bestselling fragrance globally. Rosier anticipates that given the rising importance of aesthetics among Millennials and Gen Z, the “Dua” line can offer solutions for various skin health concerns. The collaboration has also been about simplifying beauty routines—there are no plans for additional products at this time. Rosier emphasizes the importance of having a concise and efficient regimen that resonates with modern consumers.
Rosier draws parallels between this initiative and past collaborations, expressing excitement about merging the creative vision of Dua Lipa with the scientific expertise of Augustinus Bader. He appreciates her vibrant energy and dynamic lifestyle, which contribute to the brand’s identity. As the chief creative officer, Lipa played a significant role in designing the colors and texture of the product packaging, creating a seamless blend of art and science that defines the collection.
Currently, there are no immediate plans to make the products available in retail settings, with a clear intent to keep the brand as a direct-to-consumer venture. Rosier notes the importance of establishing a distinct identity for “Dua” separate from the main Augustinus Bader line, emphasizing that it operates within its own ecosystem. The goal is to introduce consumers to Augustinus Bader’s science through this collaboration while allowing them to appreciate Dua Lipa’s unique brand ethos, potentially leading to interest in other products from the company in the future.
