EMILY IN PARIS SPOTLIGHTS AUGUSTINUS BADER’S HAIR CARE LINE, BUT IS IT WORTH THE AIRTIME?

Since its debut in 2020, it’s fair to say Emily in Paris has served up some serious beauty moments… Think: the rosy, pink lips of season one, bold brows and berets of season two and the crop cut and full fringe of season three. And with the recent release of the first half of season four, we’re pleased to say the beauty is getting bigger, bolder and better than ever… 

But it wasn’t necessarily just the beauty looks that caught our eye this season, it was the premier products featuring too.  

For those who are yet to watch episode four (AKA ‘The Grey Area’) you may want to skip this section. Spoiler incoming… Giving us a front row seat to all things luxury, this particular segment shows Agence Grateau (Sylvie’s PR firm which Emily works for) meet with its latest client, Augustinus Bader. In a bid to develop a creative campaign for the brand’s new mature hair care formula, Emily wants to appeal to its an often-neglected demographic – mature women. With that in mind she celebrates those who refuse to hide their natural hair colour, with the slogan ‘With Augustinus Bader, going grey isn't giving up, it's glowing up’.  

Intrigued? Us too, that’s why we spoke with the founder of Augustinus Bader, Professor Bader, to take a deep dive into the episode’s protagonist – and this time we’re not talking about Emily, Mindi or Sylvie.  

INTRODUCING AUGUSTINUS BADER’S HAIR CARE COLLECTION 

After the success of The Rich Cream, Augustinus Bader decided to expand its renowned skin care range into hair care. “In my work as a medical doctor and research scientist, I have observed many similarities between the complexion and the specialised cells that make up the scalp and hair follicles. Just like the skin, hair is governed by natural forces that slow over time, causing undesirable yet reversible outcomes. By translating our award-winning technology for skin repair and cellular regeneration to the scalp and hair follicles, we have created an unprecedented science-backed system that reawakens the body’s intrinsic ability to regrow hair and supports renewal from root to tip” explains Professor Bader.  

Powered by the brand’s proprietary TFC8 technology, these strand saviours offer 30 years of research and support an optimal environment for cellular renewal. In non-sciencey terms this means these tress treatments target and transform brittle, shedding strands. Leaving your mane feeling and looking happy, healthy and hydrated.  

BUT, IS AUGUSTINUS BADER’S HAIR CARE WORTH THE HYPE? 

So now we know how the hair care collection works, it’s time to see what our Cult Beauty community really thought about the products. Do they really deserve the airtime in the Netflix phenomenon, or not? Keep scrolling to find your answer… 

THE RICH SHAMPOO 

Augustinus Bader The Rich Shampoo 200ml

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“The Rich Shampoo leverages our proprietary TFC8 technology and understanding of cellular renewal processes to deliver exceptional restoration. This formula deeply nourishes the scalp and dry, damaged hair without weighing it down. This shampoo is a unique, clean formula that richly lathers, effectively cleansing and conditioning the scalp and hair without the presence of any silicones or sulphates” says Professor Bader.  

But what does our Cult Community think…

“I love every Augustinus Bader product, so thought I’d love The Rich Shampoo too. And I absolutely do! It’s without doubt the best shampoo I’ve ever used. My hair feels soft after use yet holds its style.”  Julie, Cult Beauty customer   

“This Augustinus Bader Rich Shampoo is just that. It has a lovely consistency that really cleans but is gentle at the same time.  I like it a lot, and so does my hairdresser as she always asks me to bring the bottle with me when I get my hair done.” Terri, Cult Beauty customer   

“I'm always a little cautious of shampoos not designed specifically for curly hair, as I don't find them nourishing enough. However, The Rich Shampoo managed to give me that super clean feeling without drying or stripping my hair. And most impressively, it kept my ends soft which is where so many other products have let me down. I also took it on holiday, so when I say I really tested this product – I mean it! Chlorine, sea, sun, sand and I still got the same results. Impressive.” Hannah, Cult Beauty staff.  

THE RICH CONDITIONER 

Augustinus Bader The Rich Conditioner 150ml

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“The combination of our proprietary TFC8 technology with replenishing key actives in The Rich Conditioner targets the root causes of damage and dryness, conditioning and revitalising hair for optimal health. The Rich Conditioner is developed to work synergistically with The Rich Shampoo to deliver deep restoration and hydration post-cleanse.” describes Professor Bader. 

But what does our Cult Community think…

“This is an exceptionally good conditioner and really transforms my hair. I have naturally wavy, frizzy hair and this product has left it feeling soft, manageable and much easier to style.” Rebecca, Cult Beauty customer   

“The Rich Conditioner honestly left my hair feeling so smooth. I am blown away by this product. I pair it with the matching shampoo and it’s made a massive difference for my hair! However, I use it as a treat and very sparingly just because of the price!” Helen, Cult Beauty customer  

“This formula has left my hair feeling so hydrated, soft, and glossy. My hair after conditioning (with an in-shower brush) and post blow dry looked like I had just stepped out of a salon! Plus, I usually need to wash my hair every two days, whereas my locks didn't look greasy or in need of a wash for four days.” Katie, Cult Beauty staff.  

THE HAIR OIL WITH TCF8  

Augustinus Bader The Hair Oil with TCF8

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£40.00

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“Just as the complexion is impacted by daily stressors, the fragile hair shaft is subject to damage from a variety of causes, from environmental aggressors to nutrition to styling. The Hair Oil is a concentrated dose of vitamin-rich hydration optimised by our proprietary TFC8 technology to help reverse visible signs of damage such as breakage, split ends and loss of luster, while nourishing, strengthening and protecting hair.” 

But what does our Cult Community think…

“This is a lovely oil. It’s not thick, smelly or sticky. Follow the instructions as you genuinely only need a few drops. My hair stayed glossy and frizz free for 4 days, in and out of rain and office heating! Anecdotally I always rub excess hair oil on my elbows and they’re feeling smoother too!” Caroline, Cult Beauty customer  

“The whole hair range from Augustinus Bader is amazing! Having lost my hair due to illness. this range has transformed my hair growth and condition! The Hair Oil With TCF8 is great on clean damp hair to detangle and hydrate, as well as between washes to smooth and shine. Plus, the fragrance is stunning too!” Raine, Cult Beauty customer 

“I have tried a number of hair oils, and this one is by far the best as it absorbs quickly and does not leave an oily film. Very happy with this product.” Patricia, Cult Beauty customer 

Et voila, it looks like the brand’s hair care collection has the seal of approval from the Professor, Emily *and* our Cult Community, need we say more?