Dua by Augustinus Bader has opened its first-ever pop-up to expand its reach and immerse shoppers in the “brand’s world”.
Situated at luxury department store Selfridges in London, UK, from 14 to 27 May, the activation will enable visitors to get to grips with the three-piece skin care range created by singer Dua Lipa and beauty brand Augustinus Bader.
Dua by Augustinus Bader plans to roll out the pop-up globally, with Paris, France, scheduled to be the next location, with the finer details under wraps for now.
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The London pop-up aims to “immerse” people in the brand via a test and play station, where visitors can try products Balancing Cream Cleanser, Supercharged Glow Complex and Renewal Cream.
There is also an interactive photobooth, and exclusive in-store gifting and limited edition merchandise, ranging from custom designed pieces to collectible packaging, which are released in limited quantities each day.
London-born Grammy Award-winning singer Lipa broke into the beauty industry in November 2025 with her eponymous skin care brand, created in collaboration with Augustinus Bader.
The Dua by Augustinus Bader collection
The collection has been formulated with patented TFC5, a proprietary technology designed by luxury brand Augustinus Bader to promote the skin barrier and improve elasticity.
TFC5 was created as a new version of Augustinus Bader’s well-known TFC8 technology, but intended for younger skin.
“For my first pop-up for Dua by Augustinus Bader there was no other choice but for us to go hometown, and of course, iconic,” said Lipa, founder and Chief Creative Director of Dua by Augustinus Bader.
“I am thrilled to kick off my first pop-up in London at Selfridges.
“I cannot wait to have a pop in myself and give people the opportunity to experience firsthand this new way to bring the world of Augustinus Bader into your everyday.
“We have adapted it for a new generation with each formula rooted in Augustinus Bader’s pioneering science, broken down into three simple steps and powered by their entry level TFC5 technology – focused on protection and hydration.”
But this is not Lipa’s first taste of beauty, as the singer was appointed Global Make-up Ambassador for YSL Beauty in 2024.
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