Brand Documentary No 16 Aesop 2ND EDITION

 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 it has stepped away from conventional marketing strategies in the cosmetics industry — elements of a bold attitude that can be felt in unique ways in each store around the world. Merging with S�o Paulobased group Natura & Co in 2012, Aesop moved to improve its core brand aesthetic and formulas to create high-quality products and a sustainable corporate vision that it continues to spread globally.