AESOP

When it comes to beauty, the most effective products are often the ones that fulfil a real need. The Australian brand Aesop has been applying this philosophy since its beginnings in 1987. At that time, the label's founder Dennis Paphitis was a hairstylist in a salon in Melbourne. Besides taking pride in keeping his workspace neat and tidy, (as he felt it helped him to stay focused when dealing with challenging clients), he came up with the idea of adding essential oils to the colouring products he used on a daily basis. A natural way of masking the smell of ammonia, particularly appealing to his clientele. With the help of a chemist, Dennis Paphitis began to develop a range of simpler products. The concept: using fewer ingredients, but of a higher quality. Gaining popularity, these haircare products were soon followed by products for the hands, body and then the face. So much so that in 1997, the hairstylist left his salon for good to concentrate full-time on his brand. Named Aesop in tribute to the famous Greek storyteller (and as a snub to the sometimes-exaggerated promises made by some other brands), the label was quickly met with success by a clientele keen for more natural products and authentic, delicately crafted fragrances. In 2014, Aesop opened its first store in Melbourne. Today, it has stores all over the world. With optimal lighting, air-conditioning and sound-proofing, the stores provide a sophisticated ambience, inciting a feel of calmness and ease. Although it all started with just four products, the label now ranges over a hundred. The biggest hits? Resurrection Aromatique Hand Balm and Geranium Leaf Body Cleanser, as well as its range of hair shampoos and conditioners.