British singer Dua Lipa has released a new video showcasing a segment of her beauty routine related to her cosmetic brand, DUA by AB. The unusual aspect of the video is that her personal hairdresser, Peter Lux, is not seen styling the artist’s hair but is instead washing her face. The footage shows Lux cleansing the singer's skin ahead of the subsequent skincare steps. The clip was posted with the caption “Get ready with Dua Lipa with little help from Peter Lux.” More details about the video and the project's context can be found at Wave RBC.UA.
Roles Reversed: Hairdresser Turned Makeup Artist
In his regular work, Peter Lux is responsible for his client's hair; however, in this video, he takes on a function usually performed by makeup artists or skincare assistants. Lux gently cleanses Dua Lipa's face using products from the DUA by AB line. This approach allowed the brand to showcase the skincare process in a natural, "behind-the-scenes" setting rather than the sterile environment of an advertising shoot. For an audience that follows celebrity beauty routines, this format appears more authentic and builds trust in the products.
DUA by AB: Collaboration with Augustinus Bader
The DUA by AB cosmetic line was launched by Dua Lipa in 2025 in collaboration with the German brand Augustinus Bader, known for its premium skincare products. The idea for the project grew out of the artist's personal experience: due to constant touring, frequent flights, shoots, and a tight concert schedule, the singer regularly faced skin dryness and breakouts. She wanted to develop a simple skincare system that wouldn't require many products and would suit an active lifestyle. As a result, a compact line of three core products was created.
The Three Products in the Line
The DUA by AB line includes three key products, each covering a specific skincare step. The Balancing Cream Cleanser is designed for cleansing—which, judging by the video, is what Peter Lux uses. The Supercharged Glow Complex is responsible for radiance and hydration. The third product, the Renewal Cream, provides nourishment. This three-step system aligns with the minimalism concept championed by the singer: instead of a dozen bottles on a vanity, there are three products covering basic needs.
Offline Brand Expansion in 2026
In 2026, DUA by AB began actively developing its offline presence. Pop-up spaces opened in London, Paris, and New York, where visitors could test the cosmetics, get acquainted with the products, and receive skincare consultations. This format allows the brand to move beyond online sales and build a tactile, "live" connection with the products. For an audience accustomed to digital marketing, the opportunity to try the items in person and ask a specialist questions becomes an additional argument for making a purchase.
Beauty Content as Part of the Artist's Image
Posting a video with an unusual beauty ritual is not just a promotional move but a continuation of a strategy where Dua Lipa positions herself not only as a singer but also as the creator of a cosmetic brand. By showing her own routine and involving close colleagues in the process, the artist creates a sense of intimacy and trust with her audience. Combined with the offline expansion in three fashion capitals, the video becomes part of a comprehensive brand communication strategy aimed at strengthening loyalty and attracting new audiences in 2026.
