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Augustinus Bader Reaches Unicorn Status with $25 Million Investment

November 10, 2022
November 10, 2022
Augustinus Bader

Luxury skincare brand Augustinus Bader secured $25 million in new funding that values the business at $1 billion, with investors that include Antoine Arnault and Natalia Vodianova.

WHO: Augustinus Bader debuted in 2018 with two products—The Cream, and The Rich Cream—and a word-of-mouth marketing strategy initiated by personally seeding products with celebrities. Investment banker Charles Rosier co-founded the brand with Dr. Augustinus Bader, an expert in stem cell biology and wound healing at Leipzig University in Germany. The professor developed TFC8, a patented technology that helps skin cells regenerate and that is the foundation of the brand's formulations. The brand has expanded its assortment across body care, haircare, and supplements.

WHY: The investment is intended to support the company’s global growth, including strategic scaling in China, key Asia Pacific markets, and travel retail. In addition, Augustinus Bader plans to drive increased brand awareness and marketing initiatives to maximize continued expansion in the US market.

IN THEIR OWN WORDS: Charles Rosier, CEO of Augustinus Bader, said, “Reaching unicorn status is a very proud moment for the Augustinus Bader brand. We welcome an investor group of this calibre to our shareholder base as we focus on the strategic expansion of our business. We believe there is a significant opportunity to reach more customers globally and look forward to Augustinus Bader’s next phase of growth as we aim to redefine luxury skin and hair care.”

TRIBE DYNAMICS EMV: High-end German skincare brand Augustinus Bader enjoyed a strong Q4, collecting $4.1MM EMV, a 40% QoQ growth. The brand boosted its community metrics across the board, garnering increases in potency ($5.4K EMV, 20% QoQ), community size (749 creators, 16% QoQ), and content volume (1.9K posts, 36% QoQ). Augustinus Bader earned consistently from both influencers, including No. 1 overall earner Lilith Regina (@saintlilithhh on Instagram), and other brands, such as mega-retailer Sephora (@sephora), which hyped the brand’s debut in its Singapore locations. Thanks to hype and praise for its hero offering The Rich Cream, the product surged from $279.5K EMV in Q3 to $731.2K in Q4.

 DETAILS:

  • Augustinus Bader secured $25 million in funding led by historical investor Impala and newcomer General Atlantic, with the participation of Antoine Arnault, Natalia Vodianova, Diageo Chairman Javier Ferrán, and photographer Mert Alas. 
  • According to WWD sources, the company's retail sales are expected to be about $200 million this year, with net sales of $100 million.
  • TFC8, or Trigger Factor Complex, is Augustinus Bader’s patented and formulated technology backed by over 30 years of research. Composed of natural amino acids, high-grade vitamins and synthesized molecules naturally found in skin, TFC8 nourishes and protects the skin by supporting its innate potential for renewal.
  • Augustinus Bader also engaged investment bank Centerview Partners to explore deal options. While nothing is imminent, the business wanted to be able to field interest in the brand through a formalized process.
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