Seven formulas is enough.
AUBE began in 2016 with a single cleansing oil, formulated for a friend undergoing treatment and unable to tolerate fragrance. Ten years later the range is seven products — and we have turned down every request to make it nineteen.
Short lists, long shelf lives.
Most skincare is designed around a launch calendar, not a face. We work the other way: a formula is only added when there is a genuine gap, and it must be able to replace something already in the range.
That is why we have seven products rather than seventy, and why the last addition was in 2023. It is also why our margins are worse than our competitors'. We think it is the right trade.
One laboratory, four hundred at a time
Formulated
In-house, with a cosmetic chemist in London. Every formula is stability-tested for 12 weeks before filling.
Filled
By hand in Faversham, Kent, in batches of 400. Each batch is dated and traceable to a single filling day.
Refilled
Glass returned or kept, pouches posted flat. 94% of our repeat customers order a refill rather than a new bottle.
Ten years, in order
One cleansing oil, sold at a market in Bermondsey
FoundedThe serum, and the first 1,000 bottles
ProductRefill pouches replace 82% of our glass
PackagingThe seventh formula — and the last one
ProductSold in 19 countries through 40 stockists
Today“If a product does not replace something, it does not belong in the range.”Ines Aumont · Founder