Augustinus Bader is a case study of how to build a supersonic skin care business.
“Augustinus’ discovery is really a communication mechanism [to awaken stem cells],” explained Rosier. “I was just mesmerized by that technology.”Augustinus Bader — the brand, which launched in March 2018 — is among beauty’s fastest-growing today. In 2020, its annual sales tripled to $70 million, and The Cream and Rich Cream were voted the top skin care product in a poll of more than 300 beauty industry insiders conducted by Beauty Inc in 2021.
Rosier outlined a few pillars of growth for Augustinus Bader. Number one is having products that deliver. “That was the foundation of our brand,” he said.When Augustinus Bader launched on Violet Grey, the platform’s total business was $5 million. “It’s a symbiotic relationship, because we broke the record of anyone there the first year we launched, and then we tripled our size — and probably doubled the size of Violet Grey’s business as a whole,” Rosier said.
He explained Augustinus Bader isn’t focused on hair care because it’s a surging category at present. “We want to be a problem-solver,” Rosier said. “So we need to be driven by creating solutions.” Consumers inform the brand’s direction. It asked them what they wanted in a body cream, and the answer was solutions to stretch marks and cellulite. Those therefore became focal points.
The future will be robust with scientific studies into people’s individual biological age and longevity, Rosier said. And findings stemming from those could be applied to cosmetics.
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