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NEW 2nd Edition: Aesop grows & remains relevant by staying true to its enduring mission.


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Look Inside...


02 Intro
Aesop started with, and maintains, an almost obsessive commitment to product quality. Its signature brown bottles resemble lab equipment.

32 Inner Space
Aesop maintains simplicity in its product lines and image. This section takes a brief look at their signature products, special items and packaging.

Product Range / Special Items / Visual Communication

38 Signature Stores
Aesop interacts with its customers through its products rather than masking itself with fancy packaging or loud marketing campaigns. Convictions and deeply held beliefs built up over years of commitment to an ideal — these are the secrets to Aesop’s success.

54 Style
The company avoids loud marketing campaigns and advertising. Instead, this Australian company infuses its brand’s identity into its stores. No two of its hundreds stores worldwide are the same.

62 Mood
This section delves into the tastes and preferences of Aesop users.

78 Picked
Aesop products can be found in a number of restaurants, as well as select shops and cafés. The places introduced in this section are as distinct as Aesop itself.

85 B’s Cut
We asked a number of Aesop customers which items they chose because of brand image and which they chose for function.

Image / Features

81 Brand Story
Aesop’s branding ideas and image are what separate it from competitors. This section takes a closer look at the brand’s presence.

100 Outro
Aesop began in a small hair salon in Australia. Dedication and pragmatism have built it into a well-balanced brand. This section reveals some of the untold stories behind the brand.


Aesop was established in 1987 by then an owner of a beauty salon, Dennis Paphitis in quest for superlative beauty products. Defying conventional wisdom in marketing and branding, Aesop has been demonstrating solid performance in establishing its own brand by showing its near-stubbornness in maintaining its taste and uniqueness. Thus the Australian cosmetic brand has set itself apart from other competing cosmetic brands in the midst of fierce competition.

In 1987, Dennis Paphitis founded Aesop in Melbourne, Australia, to introduce groundbreaking skincare products that balance plant-based ingredients with scientifically backed and functional skin-friendly ingredients. The brand exudes a keen affection for literature and art, and rejects  conventional cosmetics industry marketing strategies to let its products speak for itself.  Further evidence of their  bold attitude is the unique, one-of-a-kind design of each store around the world. Merging with São Paulo-based group Natura & Co in 2012, Aesop has continued to refine its core brand aesthetic and formulas to create high-quality products and a sustainable corporate vision that it continues to spread globally.

AESOP Quotes

Aesop was born in Melbourne, but we have a much more global point of view. Our products were meant for anyone who share the same interests, who are driven by the same desires, who can really appreciate quality, and who notice the small details. In order to present a better experience, these layers of details are required, and we were born to do that.
Suzanne Santos, Chief Customer Officer of Aesop
Aesop products are unisex and unaffected by trends. Dennis also didn’t particularly define our consumer base when he established Aesop in 1987. He wanted a brand that like-minded people would seek out. These people presumably have definitive opinions about the world and value products that are properly made with essential elements, simple packaging, a good store aesthetic, and strong brand culture.

Frederic Seiller, General Manager of Aesop Asia and Natura & Co China

Pairs nicely with Magazine B: Diptyque and Magazine B: Le Labo

Additional information

Weight 380 g
Dimensions 9.5 × 6.75 × 0.75 in





6.69 X 9.45in

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