Dua Lipa's Augustinus Bader brand opens first permanent boutique in Paris

Dua Powered by Augustinus Bader Science opens its first permanent boutique on Saturday. The 215-square-foot store abuts Augustinus Bader's Palais-Royal boutique in Paris. It has its own entryway on the Rue de Beaujolais and its own staff, separate from its neighbour.

The space is the former Augustinus Bader treatment room, now filled by the younger label. It follows a Dua pop-up takeover of the neighbouring boutique between May 27 and June 14, which drew significant lines of visitors from many nations in its first days.

Before Paris, the brand ran a pop-up corner at London's Selfridges from May 14 to 27, followed by a permanent corner in the department store. Charles Rosier, Augustinus Bader's cofounder and chief executive officer, said both the pop-up and the permanent place have been very successful.

On the Parisian pop-up, Rosier said the numbers were also slightly above expectations. "It was a huge success, with many people coming," he said. "We saw that there was a genuine interest to make it a destination." A full-time, separate retail presence followed.

What the boutique sells

The Dua lineup is three products: the Balancing Cream Cleanser, the Supercharged Glow Complex and the Renewal Cream. It is an efficient, edited routine echoing Lipa's own, and the three bundled together are the brand's bestseller.

Prices range from $40 to $80. The products feature Augustinus Bader's hero ingredient, TFC5, which is designed for skin that does not need the same renewal intensity as more mature skin. The suite is billed to support natural skin health by strengthening the barrier and bolstering long-term elasticity.

Dua Lipa serves as the brand's chief creative officer, giving input on everything from formula to artistic direction. The brand also runs its own e-commerce site at duabyab.com, alongside the Selfridges corner and the new Paris store.

Who the line is for

TFC5 was chosen so the line could attract a younger demographic than Augustinus Bader's core clientele. "With this brand, we really target the 18-to-35-year-old segment," Rosier said, which explains why a three-step routine, rather than a wider range, is on offer.

Rosier tied the line's growth to the physical presence. He said the success of the line has increased thanks to the support of the pop-ups. "It's a great and natural evolution for us for this brand," he said of the boutique.

He added a forecast: "We think it's going to contribute to the acceleration of its growth." The company has not given sales figures for the pop-ups, the Selfridges corner or the e-commerce site, so the claim of success rests on his account.

Where Dua goes next

More Dua stores are possible. "We're contemplating to increase the retail footprint of the initiative," Rosier said, adding that any expansion would be in relevant markets. He gave no number of stores and no timetable.

The United States is the market he named. "It would be logical for us to pursue a presence in the U.S. at some point," Rosier said, calling it a key market for Augustinus Bader and a key market in general in terms of size.

For now the focus is Paris. The Rue de Beaujolais boutique opens on Saturday, and it is the first place where the brand will test whether a dedicated Dua store can carry the label without a pop-up behind it.

The sequence has moved quickly: a Selfridges pop-up in mid-May, a permanent corner there, the Palais-Royal takeover from late May into June, and now a standalone shop. Each step turned a temporary format into a lasting one.

For Augustinus Bader, the arrangement keeps both labels at one Palais-Royal address while giving each its own door. The older brand keeps its mature-skin clientele in the front boutique, and the younger line now has its own entrance behind it.

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Images: Courtesy of Augustinus Bader