Recently, Charles Rosier, the co-founder of skincare brand Augustinus Bader, said in an interview that the brand is projected to achieve a significant sales growth of up to 40% this year.
This growth trajectory stands in stark contrast to the cooling demand for premium skincare brands at larger beauty conglomerates like L’Oreal SA and Estee Lauder Cos. Despite the broader market slowdown, Augustinus Bader is thriving, bolstered by its reputation as the “new cool kid on the block” and its particularly loyal customer base in the US.
The brand’s flagship product, The Rich Cream, retails for approximately $300 for a 1.7 ounce (50 ml) bottle at Sephora, underscoring its position in the high-end market. The US is the brand’s largest market, accounting for about 60% of its sales. This success is partly attributed to high-profile endorsements from Hollywood celebrities such as Melanie Griffith, who, along with her former husband Don Johnson, was an early investor in the brand.
Ownership of the company is primarily held by its founders and French businessman Jacques Veyrat, with significant investments from notable figures including billionaire telecom entrepreneur Xavier Niel, LVMH’s Antoine Arnault, and Diageo Plc Chairman Javier Ferran.
It is reported that Augustinus Bader was founded in 2018 by former BTG Pactual banker and German scientist Professor Augustinus Bader. Professor Augustinus Bader is a global authority in the field of cellular regeneration and is the Chair Professor of the Department of Stem Cell Biology at the University of Leipzig in Germany. Previously, Augustinus Bader also collaborated with Victoria Beckham to develop a luxurious moisturizing cream.
Charles Rosier projects that Augustinus Bader’s net sales will range between $130 million and $140 million this year, up from around $100 million in 2023, with an expected EBITDA of about $15 million in 2024. Despite its impressive growth, Rosier emphasizes that the company is not facing financial constraints and there are no immediate plans to sell. However, he remains open to the possibility if it could significantly accelerate the brand’s growth and benefit all shareholders.
