DUA by AB Lands in Selfridges Dua Lipa’s TFC5 Powered Three Step Routine Gets Its First London Pop Up

DUA™ by AB, the skincare line co created by Dua Lipa and Augustinus Bader Science, is now in Selfridges London with an exclusive pop up, marking a major retail milestone for the young brand. Shoppers can discover the full three step routine in store and test the proprietary TFC5™ technology that powers all three products.

DUA by AB at Selfridges

The brand is staging its first ever pop up at Selfridges Oxford Street, running from 14–27 May, where visitors are invited to “step into the world of DUA” and play with the formulas in person. In Dua’s own words, “my skincare routine happens to be right here – three step routine, non negotiables,” turning the Selfridges counter into the physical home of her daily ritual.

The activation includes:

A test and play stationwhere you can try the textures and see how they layer on your skin. Brand experts explaining the…

science behind TFC5™and how it differs from Augustinus Bader’s original TFC8®. Content friendly moments (including photo ops like free Polaroids) that encourage visitors to share their experience.

The TFC5 powered three step routine DUA by AB launched with a tightly edited three product routine designed for everyday use: Balancing Cream Cleanser– a creamy cleanser to remove impurities without stripping the skin. Supercharged Glow Complex– a serum treatment aimed at boosting radiance and supporting skin resilience.

Renewal Cream– a moisturiser focused on hydration, barrier support and long term skin health.

All three are formulated with TFC5™, a new version of Augustinus Bader’s signalling complex: TFC8®, used in Augustinus Bader’s own range, is designed for more intensive repair and is positioned at a higher price point (for example, The Creamat around USD 305 / 50 ml)…

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DUA by AB Lands in Selfridges Dua Lipa’s TFC5 Powered Three Step Routine Gets Its First London Pop Up

DUA™ by AB, the skincare line co created by Dua Lipa and Augustinus Bader Science, is now in Selfridges London with an exclusive pop up, marking a major retail milestone for

DUA by AB at Selfridges

Unlock the rest of this story

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