Skincare Fables with Suzanne Santos

Men's Folio sits down with Aesop's chief customer officer to discuss the brand's prominence in today's increasingly wellness-driven beauty climate.

- Charmaine Tan

It was not too long ago that the sight of Aesop’s brown-tinted apothecary bottles in friends’ homes or public spaces triggered some form of fascination and envy — envy for these spaces’ attention to detail and a signifier of appreciation for the finer aspects of life. But all Aesop has done since its founding in 1987 was stick to its well-placed values and principles, unwavering allegiance to a science-backed vision, and feeling-forward communication, turning a cult favourite into a global superstar — with mystique still intact.

Given that today’s human connection is increasingly made through the filter of a screen, the enduring (and endearing) approach Aesop curates its experiences with is probably why its loyalists have slowly grown in both number and fidelity over time.

Men’s Folio speaks to the person responsible for keeping this philosophy alive through the years to better understand why sometimes doing less is doing more, and why knowing oneself is the key to acing the beauty game today.

I WANT TO ASK YOU TO CONSIDER AESOP S IN ITS ENTIRET Y. WHAT IS THE FIRST EMOTION THAT COMES TO YOUR MIND?

To me, it's a mix of very deep and dense feelings. I'm much more grateful for the lives we have been able to make richer for the fact that Aesop exists. I'm still constantly inspired by our incredible team across our offices and stores globally, amazed by the number of people who have chosen to be part of this extraordinary company started by Dennis — someone who has the purest intentions in developing products of high quality for a good cause. I'm eternally grateful to withess Aesop's journey in creating products that touch the lives of millions, where people have had wonderful experiences with the brand, and the impact that has been growing along the way.