The term ‘cult beauty’ gets thrown around a lot, so, when we use it here at Who What Wear, we do so with consideration. However, if there’s one brand that has undoubtedly reached cult status, it’s Aēsop; the Australian luxury skin-, hair-, and body-care emporium, whose products have gone on to become essentials in just about every cool-girl’s bathroom cabinet.
Aēsop was born in 1987, when its founder, hairdresser Dennis Paphitis, started blending essential oils into hair products. He started with just four products and, thanks to their heavenly scents and rich, nourishing effects, demand grew amongst is clientele for his homemade formulations. Fast-forward to 2020 and the brand is one of the most prominent players in the global skincare market, boasting almost 100 products in its aesthetically pleasing line-up.
Indeed, we’d be amiss not to note Aēsop’s iconic packaging. The brand shuns some of the marketing techniques widely embraced by other beauty conglomerates, opting instead for quiet, uniform packaging that doesn’t date. Preferring to focus the product inside, its brown bottles and squeezable tubes have barely changed in years. Why, we dare say, mess with perfection? Rest assured, however; Aēsop is so much more than its chic looks.
