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 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.
Magazine B 16th Issue 2nd edition: AESOP from Magazine B on Vimeo.
Pairs nicely with Magazine B: Diptyque and Magazine B: Le Labo