A brown bottle of Aesop hand soap was once the ultimate bathroom brag but a flash of purple and copper is the latest symbol of skin health wealth.
Distinctive containers of skincare brand Augustinus Bader have been spotted in the TV series Succession and in GRWM (get ready with me) videos with Victoria Beckham, Hailey Bieber and supermodel Amber Valletta.
German Professor Augustinus Bader with Victoria Beckham in 2019, before the launch of their skincare collaboration.Credit: Getty
Beckham went beyond hashtag support and collaborated with the brand on a collection of make-up primers and a serum.
“A journalist in London once told me that the last thing the most beautiful women in the world think about is me because they see my products before they go to bed,” Bader says.
With a bow tie, cherubic rosy cheeks, glasses and a reserved demeanour, Bader, a professor, fits the profile of German scientist more closely than supermodel companion. “I am more of a background person,” he says.
This studied image has encouraged customers to spend $587 for a bottle of his serum (30ml) and $437 for the signature Rich Cream moisturiser (50ml). The products have been part of the “rich skin” trend in beauty, emphasising smooth and dewy faces.
Bader’s reputation has propelled the growing line of products to the front of the beauty press since launching in 2018. The product is available in Australia at Mecca, prompting Bader’s recent visit to Sydney with co-founder and chief executive Charles Rosier.
“When you look at the approach of skincare before, in some ways they are relying on formulas that were created 50 years ago,” says Rosier. “What is great about this is that Augustinus is alive and working today.
“There are so many claims made by the skincare industry that it becomes background noise. When we launched, with The Cream and the Rich Cream, we made no claims. Our claim was transparent. The products carried the name of Augustinus, so people could Google the research and see that it’s real.”
