Unlike other skincare brands that focus on luxury, Aesop maintains a simple and low-key style.
- ChungT.
- Feb 27
- 6 min read
Australia is known as the "Pure Land on Earth" and has the richest species of flora and fauna in the world. Aesop, which was born here, continues this mission, with ecological protection and sustainable environmental protection at its core. Not only does it refuse to use chemical raw materials, it also regards herbal and plant extract formulas as the lifeblood of the brand. Melbourne-based Aesop was founded in 1987 by hairdresser Dennis Paphitis, with the brand name inspired by the Greek fabulist and philosopher Aesop.
Dennis Paphitis, who runs Emeis, a barbershop in Armadale, Victoria, Australia, mixes essential oils into hair products. In 1987, beauty products using botanical ingredients were rare, but Dennis Paphitis understood the power of essential oils and their significant benefits for skin and hair. Initially used to treat damaged hair due to dyeing, it has gradually developed into a gentle hair and body care series, determined to use its own power to inject the source of beauty into the environment and life.
The brand was originally named "Emeis", which means "we" in Greek, the same as the barbershop at the time. Later, it was renamed Aesop, opening up the world of Aesop, emphasizing the simplicity, environmental protection and naturalness of the products themselves, and believing that protecting the environment is protecting oneself. The brand uses formulas made from plant ingredients such as herbal ingredients and antioxidants, strives to reduce the impact on the environment, delivers Aesop's lifestyle aesthetic, and develops a series of effective and safe professional skin, hair and body care products.
Aesop's brand philosophy is smaller communication, deeper presence, and the apparent shortcomings are actually the style carefully created by the brand. Aesop's connection to art, architecture, literature and culture makes each Aesop store unique. Although Aesop was founded in 1987, the store didn’t officially open until 2004 in a small corner of the seaside suburb of St Kilda. The St Kilda store was converted from a narrow ramp leading to an underground car park, and the space set a benchmark for future Aesop store designs. When opening a new store, the first thing to consider is how to use existing local elements, try to integrate with the existing appearance, and integrate Aesop into the street structure. Aesop connects to local life culture through its unique store design, and strives to preserve and restore the existing facade to keep the space soft, humane, charming and comfortable.
Shop 1, 46 James Street, Fortitude Valley, QLD 4006
"If a brand doesn't have depth, it won't survive."
What Aesop does is respect the past, present and future, and avoid retailers destroying the streetscape in the process of operation. Beyond monetary transactions and product usage, making everyone involved happy is the most important element of Aesop. Only when customers truly realize this in their communication with the brand can they feel the brand's intentions.
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In Aesop’s world, art is absolutely sincere. Each Aesop store revolves around the concept of "how to use design as an artistic medium" and focuses on cultural heritage, which is the fundamental connection between the brand and art. Just as human imperfections make us more attractive, a perfectionist society can often make people feel boring. Showcasing perfect design in imperfect places is the ethos of every Aesop store. Aesop hopes that the brand's communication with consumers can be humorous and intelligent, and encourages consumers to interact and be inspired by the Aesop spirit when purchasing products through philosophical mottos.
Much of the commercial environment around us is ugly, lazy and banal, filled with cheap aesthetics designed to cause temporary excitement and superficial provocation. Brands that endure have strong confidence, a unique perspective and a distinctive aesthetic. The beauty of words is only for the convenience of understanding, but the real feelings are the most important.
Technology is gradually affecting the pace of our lives, but not everything needs to be fast, convenient, and available. Aesop has established a coherent set of principles by slowly revealing its philosophy and products, more of a whisper than a wow. Its products not only have excellent performance, but also contain a touch of poetry. Good bread, a real newspaper, clean, pure water—these are luxuries, and the most important luxuries often do not carry the trappings of luxury.
Shop No.6, G/F, 27-47 Paterson Street, Fashion Walk, Causeway Bay, Hong Kong, SAR
In 1987, Aesop's product packaging was quite avant-garde. At that time, most skin care products on the market contained a lot of preservatives, but Aesop was committed to "minimizing preservatives" and chose brown glass bottles to keep the temperature low and reduce the damage of ultraviolet rays to the products. There was no clear concept of environmental protection at that time. Aesop simply wanted to use less material and simplify packaging. It still looks stylish today.
The unique herbal scent, texture and colour are slightly different every time you open an Aesop treatment. This isn’t the fault of lab production, but rather the result of Aesop’s insistence on using seasonal, fresh ingredients. In the absence of additives, smell and texture are inevitably directly influenced by the materials used. Common ingredients in the formula, such as aloe vera, calendula, lavender, etc., are cultivated in a non-toxic, organic and environmentally friendly way, using the highest quality plant extracts and antioxidant ingredients. Each product undergoes rigorous pressure and temperature testing to ensure that it remains unchanged after freeze-thaw, three months of high-temperature storage, and three months of room-temperature storage.
Most people want to see results quickly or notice a change in themselves in the morning. However, as a pioneer of "slow beauty" skin care products, Aesop always insists on focusing on developing products that can truly achieve its goals, regardless of market trends, and adheres to the concept of "few but good".
219 Columbus Avenue, New York, NY 10023
“We should view aging as a dignified process and accept the traces of this journey rather than trying to cover it up.”
Suzanne Santo is the co-founder of Aesop and Dennis Paphitis’ first employee. She is now Aesop's chief customer officer and spokesperson. She stressed that she doesn’t want people to see insecurities about their appearance as flaws, but rather wants people to focus on a balanced lifestyle. "We live our lives" - the influence of lifestyle is far more important than anything else. Aesop is committed to developing meaningful products that truly improve the condition of your skin. Regardless of gender and age, the brand has a deep understanding of each person's skin type and characteristics, and provides tailored care solutions based on individual needs. Such a simple concept promotes interaction and communication between people, gradually shapes the brand's personality, and leads Aesop to create more possibilities, attracting "Aesop people" who identify with this value.
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"Aesop has always been the first brand of its kind in the world."
Aesop has always adopted a sales strategy that is different from traditional brands. It does not seek advertising spokespersons, but instead focuses on products, services and physical spaces. Aesop has always been known for not seeking advertising spokespeople, but instead focusing on products, services and physical spaces, adopting a different sales strategy from traditional brands. Aesop has always been known for not seeking advertising spokespeople, but instead focusing on products, services and physical spaces, adopting a different sales strategy from traditional brands. If the expected standards are not met, sales will be stopped and restarted.
Interesting enjoyment is based on the essence of spirit and life, not on external evaluation. This enjoyment will touch you deeply, making it a trustworthy friend that is difficult to replace. Life is short. Understand your own script and draw your own life map. What's important is to commit yourself wholeheartedly, give yourself energy and create more fun.
*Aesop skincare products are scientifically formulated and should be safe and effective, however some people may still experience an allergic reaction, if you are unsure please consult your dermatologist first.
Source www.aesop.com
