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).
- TFC5™has a reduced signalling intensity, tailored to skin with minimal to moderate damage, making it better suited for daily, preventive care and a younger audience.
Dua has said the goal was a “low effort, high standard” routine: clean, fragrance free, clinically backed, and simple enough to stick to every day.
Why Selfridges matters for the brand
Up to now, DUA has largely lived online and in launch driven pop ups, so entering Selfridges is both a visibility and credibility play.
- It places the brand in one of London’s most influential beauty halls, alongside established luxury and science led skincare players.
- It lets fans and curious shoppers physically experience the products, textures and routine instead of discovering them only via social media or press.
- It supports DUA’s global roll out, with insiders confirming that a Paris pop upis planned as the next stop.
For Dua personally, the Selfridges moment is framed as “the beginning of a whole new adventure,” and the call to action is clear: “come find us, test the TFC5 formula for yourselves and get glowing with my 3 step routine.”
