The man who turned a gel to cure wounds into an anti -aging cream

El nombre de un desconocido ha sido lo más buscado en Google en 2020 en asuntos de cuidados de la piel: Augustinus Bader. Es un médico alemán que dirige la división de Tecnología Celular Aplicada y la Investigación con Células Madre en la Universidad de Leipzig. Tiene 61 años y es un extraño en la industria cosmética. Al menos lo era hasta 2018, cuando convirtió un gel experimental para curar heridas en un prototipo de crema antienvejecimiento. O incluso hasta 2019, cuando se le avistó en primera línea del desfile de Victoria Beckham.

Nothing in its appearance, at least what we perceive by Zoom, indicates that he is a condescending scientist with the industry.It has no categorical responses or aspirational speeches.Doubt.And if you have to talk about market strategies and "organic growth" of its homonymous brand, it sends a signal to the CEO, Charles Rosier, a young French financial one who convinced Bader that this gel too sophisticated for the pharmaceutical industry could be oneof the most revolutionary sector products since 1994, when Crème de la Mer relaunched.The "skin care" category is the one that grows the most in the beauty universe.The business is around 119.000 million euros, according to Euromonitor.

Rosier and Dr. Bader met at a dinner organized by Robert Friedland, the billionaire who was for years mentor of Steve Jobs.Rosier asked Bader if he could use his knowledge of regeneration of skin tissues to create an anti -aging cream.And the answer was a resounding yes.

Two years later the first prototype of a cream emerged."What finished convincing me was to try it in diabetic patients and observe that the cure of their wounds accelerated 50%," says Bader.Before this adventure, this doctor had never used a skin care product.Now he puts himself every morning, before shaving, one of his two creations.Because, against the practices of the cosmetic industry, the Augustinus Bader brand premiered with only two products for the face - The Cream and The Rich Cream - and an extravagant philosophy: "No more is needed".Neither long rituals nor complicated routines.And although today they maintain that motto and defend that with these two products it is sufficient, they have expanded the range with balms, eye contours and some other article to respond to the demand of their clients.

In 2018 the business was 5.9 million euros.In 2020, almost 60.An unheard of growth that, together with the success of Cerave - pharmacy frame of the L’Oréal Group - is studied as a case of success in business schools.The interest in Augustinus Bader in Tiktok - a boat costs more than 200 euros - stages, according to some observers, the change of tendency in the new cosmetics consumers, more interested in products out of a laboratory than of a dream garden.

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From the brand they consider that there are no miraculous ingredients, but that the only important thing is to reactivate communication between cells to restore the regenerative capacity of the skin.Their creams do not have SPF (sun protection factor) because Bader opposes chemical solar filters and has not found one that is sufficiently "clean" to include it.He says that his main objective is respect for skin physiology.That is why their products are not "temporary arrangements", but "long -term health investments".Bader is vehemently contrary to “camouflage solutions” such as botulinum toxin (known as Botox by the name of a brand) because - and this time it is categorical - “the important thing is not how it looks like the skin, but how it works”.

Their products contain a complex called TCF8, vitamins, amino acids and lipid structures that act as a GPS, transporting nutrients to the specific areas where there is more cellular damage.This Epigenetic scholar insists that this science reminds us that our way of age depends on 30% of our genes and in 70% of what we do with them.

Rosier remembers that when they started, the world of cosmetics was "too strange" for Bader."He was just a researcher with concrete results in the skin of his patients who believed they could be applied to a larger scale".Today, both coincide in the base of Augustinus Bader's success: that the products work.Its organic growth comes from spontaneous comments from beauty editors and actresses such as Margot Robbie, Melanie Griffith, Courtey Cox or Carla Bruni, which have also become investor.And Victoria Beckham has just launched her first skin care product under Dr. Bader's umbrella."For her it was the only option," says the presentation statement of this hybrid between moisturizer and makeup.

"The good criticisms of the press would have aroused curiosity and explain success," says Rosier.And the loyalty of its faithful already has a figure: repeated purchase rates are almost 90%.