Poetry and Purpose

As beauty and wellness become increasingly driven by values rather than value, the influence of Aesop and its pioneering concept is becoming undeniable

- Coco Marett

Cult is a word that gets thrown around often in the beauty world. But few brands can claim to have such a legion of loyalists as Aesop. Since it was founded in 1987 in Melbourne, the Australian skincare brand has drummed up an army of conscious customers who care about design, the environment, consumption and, if we’re being real, status.

I first met Suzanne Santos, co-founder and chief customer officer of Aesop, when we appeared together on a panel to discuss how Covid-19 has transformed the beauty industry. “We’ve lived in the bathroom in a very matter-of-fact way, where we’ve tried to do things quickly, slap product on our face and rapidly clean our teeth,” she lamented at the time. “Now, we have this pause, and the bathroom is a place where there is consideration. I personally welcome the shift in demand for more time to nurture and celebrate oneself. We have always encouraged our customers to use each product with a sense of purpose.”

Conducted over Zoom, Santos spent much of our discussion pacing around her sun-soaked Melbourne living room, dressed in a loose white ensemble and thick-framed glasses. Her demeanour is at first intimidating, then refreshing, then captivating. You soon come to realise that, like Aesop, Santos simply doesn’t operate the same way others of her ilk do. There are no rehearsed or publicist-approved answers; careful and considered in her responses, she possesses the kind of contemplative authenticity that has shaped the brand she’s helped to build over three decades. My interest piqued, I asked if we could continue our conversation after the panel.