Dua Lipa and Augustinus Bader Launch Skin Care Brand

Augustinus Bader and Dua Lipa are teaming up.

With the skin care brand on one hand and the entertainer on the other, the pair is launching Dua, a trio of products that debut Tuesday globally on its website. Comprised of a cleanser, a cream and a glow complex, prices range from $40 to $80.

Luxury skin care sales have lagged in the U.S. in recent months, though Augustinus Bader‘s cofounder and chief executive officer Charles Rosier said his business is still notching gains, anticipating 25 percent growth this year.

“We always considered Augustinus Bader as a technology platform. Using that technology for one brand was never the point,” Rosier said, adding that the collaboration came about naturally. “We have worked with Victoria [Beckham] and Sofia Coppola, which started with organic dialogues. Dua performed at the UNICEF gala in Saint Barth’s a few years ago, and we organized treatments for her and her family. That was when we first had contact.”

Three years later, the products feature a new hero ingredient from Augustinus Bader called TFC5, which is meant for people with less skin damage than Augustinus Bader’s traditional clientele.

“She [Dua Lipa] inspires a lot of people, and that age bracket is very complementary to our existing customer. This was an opportunity to talk to another community and engage with them, and the products have been made for slightly younger skin, and they’re slightly more affordable,” Rosier said.

It’s not Dua Lipa’s first foray into beauty. The star is the face of YSL Beauté’s Libre, which is the second-bestselling fragrance in the world.

Citing the aesthetics boom and that Millennial and Gen Z focuses on aesthetics, “this can be a positive solution for skin health that can solve a lot of issues,” Rosier said. The suite also follows Dua Lipa’s own routine. “We had this agreement that we were trying to simplify down to a highly efficient routine. We focused on three products and there is no fourth product in the pipe.”

Rosier likened the collaboration with Augustinus Bader’s existing work with Victoria Beckham. “We’re bringing the best of both worlds,” Rosier said, adding of Dua Lipa, “She inspires by her positive energy, dynamic life and her vision as chief creative officer for the colors of the packaging and texture of the product. We brought the science.”

There are no immediate plans to take the brand to retail, and it was important that the brand’s d-to-c stood separately from Augustinus Bader’s. “It’s a direct-to-consumer brand with its own ecosystem. It’s her brand and her identity, powered by our technology,” Rosier said. “But people will discover Augustinus Bader science and our ethos, so maybe they buy a mask or gift across our products.”