Neither competitors nor advertising trends have a bearing on its success - Aesop is guided by its own morals. It may then come as a surprise that such a brand has achieved cult status but the quality of products and experience speak for themselves.
What is Aesop?
What is it that makes Aesop so alluring? In an industry where bombardment and falsehoods have become the norm, Aesop’s honest approach is one that is refreshing and necessary. Many brands will make bold proclamations of eternal youth or other equally unattainable results. However, the Australian brand has never weaponised consumer insecurities or vulnerabilities.
The line has achieved cult status through its commitment to plant-based ingredients and carefully crafted formulas that actually deliver. Their expansive line now includes 100 products, including skincare, hair, fragrance and hand and body. Candles, incense and sprays have also been added to their brochure of irresistible creations.
The brand's top-selling products have achieved near-mythical status among beauty aficionados. It has become known for its array of luxe offerings that uphold its vegan and cruelty-free philosophy. Two such products spring to mind: their facial toner and hand balm. The Parsley Seed Anti-Oxidant Facial Toner, a hydrating elixir that shields skin from harmful pollutants, has become a staple in countless skincare routines. The Resurrection Aromatique Hand Balm is famed for transforming the mundane act of moisturising into a sensorial indulgence.
How did Dennis Paphitis start his business?
Dennis Paphitis established the luxury brand in 1987 in Armadale, Melbourne. His passion for experimentation and design dates back to his time as a visionary hairdresser. To rid hair products of unappealing ammonia scent, he began adding natural oils such as sage and rosemary. Motivated by his client’s positive responses, he left the industry in 1996 to focus on what would become one of the world’s most reputable brands. Through his period of discovery and trial and error, his mission remained steadfast: use fewer ingredients more efficiently.
The first store opened its doors in St Kilda, Melbourne in 2003. It paints a classic picture of humble beginnings. Unable to source a storefront, they had to settle for a narrow ramp in the Prince Hotel car park. To date, there are 320 stores spanning 25 countries. Since its inception, it has become known for its quality products and unrivalled sensory in-store experiences.
The brand was originally named Emeis, following Dennis’ salon. It made sense then that the first range of products released was hair-care related. The first four products were essentials already in by the expert hairdresser: 2 shampoos, conditioner and hair styling gel.
Uniquely Aesop: An Ethos of Originality
The mere thought of jaded replication made the brand’s founder shudder. “I was horrified at the thought of a soulless chain”, he admitted during an interview. Curiosity and discovery can be found at the core of the brand’s ethos - no two stores are alike. Each store is moulded by the history and heritage of the locality, seeking harmony rather than disaccord. In-depth research and meticulous planning are involved in choosing a new location and whether the store can adapt to the specificities of the area. The founder strives for authenticity and respect, rather than mindless imposition.
Named after the roaming Greek fabulist, Aesop is founded on morality. They famously don’t rely on traditional means of branding or advertising to promote their products. Instead, their success has stemmed from aromatic experiences, tailored interior design and minimalist style.
Must-have Aesop products
Aesop Parsley Seed Anti-Oxidant Serum
Aesop Parsley Seed Anti-Oxidant Serum is the perfect follow-up to any toner. Its lightweight formula is suited to most skin types, leaving the face feeling hydrated and moisturised. Rich in antioxidants (Vitamin E), parsley seed and red algae, it fortifies the skin and the protective barrier.
Aesop Resurrection Aromatique Hand Balm
Our hands deserve some luxury treatment too. Aesop Resurrection Arormatique Hand Balm is just for that. Fragrant and fortified with restorative ingredients, this balmy cream protects your paws from harsh elements, frequent washing and general wear and tear. It contains mandarin rind, rosemary leaf and cedar leaf which add to its moisturising properties.
Aesop Classic Shampoo
Given that it was the founder’s speciality, Aesop Classic Shampoo must be worth the hype. The hydrating and softening shampoo contains invigorating bergamot rind, frankincense and cedar atlas. The cleansing formula leaves you with silken hair and a very low likelihood of having a bad hair day.
Aesop Geranium Leaf Body Scrub
Aesop Geranium Leaf Body Scrub is a refreshing and effective exfoliant. Crafted from a blend of milled pumice and micronised bamboo, the body scrub removes dead skin cells without being too harsh. Plus, the geranium leaf oil has a soothing and calming effect on the skin. Aesop recommends that their geranium leaf body scrub be applied once or twice weekly. It’s the ideal way to cleanse before slathering on some moisturiser.
Aesop Camellia Nut Facial Hydrating Cream
Aesop Cameilla Nut Facial Hydrating Cream is a welcome relief for dry skin. Its rich blend of nut and extracts allows for instant hydration, without the sticky and overbearing feeling. The formula allows for a matte feel and is most suited to normal, dry and sensitive skin. The addition of macadamia oil and cacao leaves the skin feeling smooth, supple and softened.
Aesop Sublime Replenishing Night Masque
A replenishing night mask that feels like a dream? Sign me up. The mask is packed with Sodium Ascorbyl Phosphate, which is an age-fighting and blemish-banishing form of Vitamin C. In addition to anti-oxidants, Frankincense helps enhance the skin’s elasticity and discard excessive oil. Lather it on and leave the mask do its thing overnight, meaning you wake up feeling refreshed and rearing to go
Aesop B Triple C Facial Balancing Gel
If Hollywood hunk Jeremy Allen White swears by it, then the product is worth checking out. In 2024, Aesop B Triple C Facial Balancing Gel celebrated 20 years of providing fresh and radiant faces. The potent, honey-like gel is infused with Vitamins B and C for hydration and balancing oil production. The formula is best suited to normal and combination skin types and works best when applied after cleansing and toning. The floral and herbaceous notes make it a true delight to wear. There’s a reason why the product has been around for two decades - skin feels noticeably replenished upon application.
Where to buy Aesop?
Buy Aesop In the United Arab Emirates
Experience the world of Aesop in the UAE. As mentioned, each space is carefully curated and crafted, following the local aesthetic and traditions. Skincare aficionados and beauty enthusiasts are offered a serene retreat in each store.
In Dubai:
- Dubai Mall - A botanical haven awaits in the heart of this iconic shopping destination.
- Mall of the Emirates - Indulge in Aesop's premium products amidst the city's retail paradise.
In Abu Dhabi:
- The Galleria - Explore a range of sophisticated skincare in the capital's luxurious shopping haven.
From Dubai's glittering skyline to Abu Dhabi's cultural charm, Aesop brings a touch of botanical luxury to the UAE's most prestigious locations.
Buy Aesop In Qatar
If you’re looking for Aesop in the pearl of the Gulf:
In Doha:
- Place Vendome Mall - Immerse yourself in Aesop's world of botanical beauty at this elegant venue.
Buy Aesop In Saudi Arabia
Here’s where to restock your favourite Aesop hand balm in the Kingdom:
In Riyadh:
- Kingdom Centre - Experience Aesop's commitment to quality in the heart of the capital.
Buy Aesop In Switzerland
For those venturing to Europe, discover Aesop in Switzerland's cosmopolitan cities:
In Geneva:
- Aesop Boutique - Where precision meets skin care excellence.
In Zurich:
- Aesop Boutique - A sanctuary of beauty in the heart of the city.
Buy Aesop Online
If you can’t visit the above-mentioned stores, no need to worry! The Aesop experience is just a click away:
Visit aesop.com to explore the full range from the comfort of your home. Check out their website for new product lines and shipping details.
Celebrities That Can’t Get Enough Of Aesop
Margot Robbie
Along with her top-tier on-screen performances, Margot Robbie is known for her radiant appearance. When divulging her routine, she highlighted her love for spritzers and one in particular. The Immediate Facial Moisture Hydrosol misting hydrator is imbued with rose petal and chamomile bud for on-the-go refreshment.
Kim Kardashian
Eagle-eye fans were quick to spot Aesop Reverence Aromatique hand wash in Kim Kardashian's bathroom photoshoot. The luxe bottles appeared to come in a pair, suggesting that she uses both the soap and equally coveted lotion.
Zoe Kravitz
Many among us can admit that we might not have started out so diligent with sunscreen lotion. Zoe Kravitz was the same until she decided to take it seriously. Aesop Avail Facial Lotion with Sunscreen SPF 25 is her go-to for daily protection against UVA and UVB radiation.
Jeremy Allen White
Jeremy Allen White is known for a decade-long stint on Shameless, Bear and his collaborations with Calvin Klein. His disarmingly boyish looks coupled with immense talent have made him the talk of the red carpet. He’s finally shared the secret behind his radiant skin, with Aesop’s B Triple C Facial Balancing Gel making it to the top of the list. White has attributed his plump pout to Aesop’s white cedar and citrus lip salve, which provides instant hydration and long-lasting moisturisation.
Sadie Sink
American actress Sadie Sink is perhaps best known for her roles in Stranger Things and Taylor Swift’s All Too Well music video. She’s also known for her flawless fair skin and has given credit to her beauty regime. Her first recommendation is Aesop’s Amazing Face Cleanser, which provides a gentle cleanse without irritation.