Augustinus Bader launches ‘global digital flagship’ for next phase of DTC growth

Augustinus Bader has launched a new global digital flagship, combining redesigned brand content with re-engineered commerce infrastructure for its direct-to-consumer business.

The new AugustinusBader.com goes live globally today, 15 September, promising a more visual and intuitive route into the luxury skincare and haircare brand’s products, scientific research and client services.

Its underlying architecture is designed to give Augustinus Bader greater flexibility to introduce new services, functionality and content as its global digital business develops.

AB Science, the brand’s research and innovation platform, has gained greater prominence across the website. Dedicated content covers Professor Augustinus Bader’s more than 35 years of work in stem cell biology and regenerative medicine, alongside the patented technologies used across the portfolio.

The site also provides greater detail about the company’s clinical efficacy claims and its clean and conscious formulation standards. A dedicated awards destination showcases more than 250 industry honours received across the range.

Product discovery has been reorganised around face and body care, alongside haircare, with customers able to browse hero formulas and award-winning products. Imagery, motion and film support the product and science content throughout the platform.

Charles Rosier, co-founder and Chief Executive Officer of Augustinus Bader, said: “This next evolution allows us to tell our story with even greater depth and precision. "The new digital flagship brings our science, products and creative world together in a more immersive experience, while establishing the technological foundation for how we will continue to develop our relationship with clients globally." will continue to develop our relationship with clients globally."

Launched in 2018, Augustinus Bader first established its beauty business through The Cream and The Rich Cream, its signature blue-bottle moisturisers. Its portfolio has since expanded across skincare, haircare and complexion products.

At the centre of the brand’s formulas is TFC8, or Trigger Factor Complex, a proprietary technology developed from Professor Bader’s research. The company says it is designed to support cellular communication and the skin’s natural renewal process while addressing visible signs of ageing and damage.

The digital investment follows further activity across the brand’s retail channels. DUA by Augustinus Bader Science, its separate skincare collaboration with Dua Lipa, opened a second UK pop-up at Selfridges Trafford Centre in July, before moving into a planned permanent space at the department store.