Since landing on the small screen in 2020, Emily in Paris has brought us many great fashion moments – some which are outlandish and some which we can shop ourselves. Beauty buffs, however, will be quick to tell you the hit Netflix show is laden with all manner of hair and make-up discoveries, from Emily Cooper's covetable hairstyles (she quickly became synonymous with the full fringe) to popularising certain devices like the CurrentBody Skin LED Light Therapy Mask. Season four of the show finally arrived this week and, we are pleased to say, you can continue to expect beauty front and centre.
In fact, it only takes a precise two seconds for the first beauty product to appear in the new season's trailer – the [LUNA™ 4 Mini, £189]{href='https://www.foreo.com/luna-mini-collection' target='_blank' rel='noreferrer noopener nofollow' class='add-referrer-link'}. We expect that the device will enjoy the same success as CurrentBody's Skin LED Mask, the popularity of which rose after appearing in the first episode of season three.
In episode four of the new series, Emily (a marketing executive working for a fictitious luxury PR firm Agence Grateau) is gearing up for her next project – developing a creative campaign for a real-life beauty brand, Augustinus Bader. In the world of beauty, the expert-approved, science-backed brand needs little introduction, but in the show it is certainly given a great one.
'As you know Augustinus Bader, the legendary skincare line, is an open secret among celebrities from Victoria Beckham to Margot Robbie, but now we're planning to revolutionise beauty with a new specifically formulated fro women of a certain age,' the brand's representative tells the Agence Grateau team in the show.
The brand's big marketing moment on-screen not only further cements its already well-established reputation as a leading name in skincare but also highlights its haircare range, which is a more recent development for the brand.
Launched in 2021 to much acclaim after the success of its skincare and body ranges, Augustinus Bader initially welcomed five haircare products to its line up: a shampoo, conditioner, leave-in treatment, hair oil and scalp treatment, which has since expanded to offer more nourishing formulas with The Rich range.
During the episode, Augustinus Bader brings a new shampoo to the fore, which is specifically formulated to cater to an often-neglected demographic of beauty consumers: mature women. While we can confirm that the show's mention of a new Augustinus Bader grey haircare range is just invented for the show, what we can share is that the brand's existing hair products are certainly worth the attention they are about to receive.
Our honest review of Augustinus Bader's shampoo:
As far as luxury shampoos go, Augustinus Bader's are worth your attention. The brand has formulated two shampoos, The Shampoo, £43, which came first, and The Rich Shampoo, £43, which soon followed. Both are testament to the brand's clean approach, science-backed research, and stem-cell technology which collectively deliver some impressive results.
The Shampoo tends to hair and scalps thoroughly to cleanse, refresh and hydrate while boosting thickness and fortifying strands to combat damage and reduce breakage. The clever formula even supports keratin production (the key protein that helps form your hair, skin, and nails), to bolster stronger, healthier hair. The benefits are all down to the brand's patented and renowned TFC8® technology, which features natural amino acids, high-grade vitamins and synthesised molecules that are naturally found in skin to trigger cellular renewal, as well as a host of sustainably-sourced, high potency botanicals and bio-engineered clean actives. These include keratin producing watercress and Indian cress extracts, follicle stimulating maca root extract and anti-inflammatory neem extract, an Ayurvedic staple that has been used for years to treat hair loss.
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A myriad of fortifying ingredients, a clean beauty approach and patented technology positions this shampoo at the centre of the perfect haircare trifecta. Great for all hair types, it serves as an all-rounder primed to help strengthen, thicken and hydrate. While expensive in comparison to your average shampoo, the care taken to perfect the formula, the choice of ingredients, and the over 30 years of research gone into the brand, gives the price point fair leverage.
It's this impressive list of accolades that made me especially keen to try out the shampoo. For context, I'm very particular when picking the products I use to wash my hair. I like to extend the time between wash days, don't enjoy heavy residues and have a single aim of maintaining thickness and fullness. Thankfully, Augustinus Bader's The Shampoo delivered on all fronts. While it feels luxurious (that includes the lather), it still manages be lightweight and refreshing thanks to its foamy texture and washes out without too much work, leaving no residue in sight. Importantly, with prolonged use I found I shedded less hair in the shower and my hair generally felt stronger and less prone to breaking the moment I ran my fingers through it (which I habitually do more often thank I should). Overall, I loved the subtle shine it left and the fresh feeling it gave my scalp.
Shop: The Augustinus Bader Haircare Range
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If you're after a more indulgent cleanse, look to this. With a cream base, it deeply nourishes root to tip without leaving hair feeling heavy. Unlike the original shampoo, this is packed with restructuring black oat complex, conditioning brassica seed extract, hydrating baobab and moringa oils and strengthening pomegranate seed oil, to soothe scalps and boost shine.
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Used alongside the original shampoo, this hydrator works seamlessly to detangle and smooth, while building body and volume. Packed with nourishing oat kernel oil, elasticity boosting castor seed oil and a vegan keratin alternative, this lightweight yet deeply fortifying conditioner quickly makes hair feel healthy again. In fact it's so good you can use it as a conditioning wash-out mask too, just leave in for up to 10 mins for best results.
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A hair oil is an essential to my haircare routine, for its ability to deeply treat hair over extended periods of time. This oil provides long-term nourishment and protection by remedying signs of damage, intensely hydrating, reducing breakage, thickening weak strands and sewing up split ends. That's all down to a healing blend of vitamin E, argan oil, castor seed oil, and pomegranate oil, which improves elasticity, revitalises and restores fullness.
Sameeha Shaikh is Grazia's beauty writer, working across all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).
