The One Reason Why We Can't Get Enough Of A Esop
Female Malaysia|May 2018

WHILE MANY BEAUTY BRANDS ARE LOOKING TO ASIAN BEAUTY FOR INSPIRATION, ONE BRAND IS STANDING ITS GROUND AND GAINING FANS IN THE PROCESS, SAYS ASTER LIM.

Aster Lim
The One Reason Why We Can't Get Enough Of A Esop

Nestled in a cubbyhole flanked by a shabby Middle Eastern carpet shop, antique stores and casual Chinese eateries serving bowls of steaming hot noodles, the minimalistic Aesop store on Hong Kong’s historic Hollywood Road is a refuge of calm amidst a hodgepodge of kitsch.

Enter its large glass door and you’ll instantly be surrounded by a sense of tranquility. The comforting scent of herbal tea and natural aromatics will envelop you like a warm hug. As you try on the stars of the Aesop experience – the high quality products in the brand’s trademark no-nonsense brown packaging – you’ll come to embrace the notion that beauty can be simple, enjoyable and effective.

In Two Minds

Aesop’s unwavering focus on products that are effective to use as well as a treat to the senses continues with its launch of a new skincare range for combination skin called In Two Minds. It’s the first time the brand has released three products at once, so it’s definitely a launch the company has pinned high hopes on. It’s also interesting to note that in an era when anything less than seven steps in a beauty regimen just seems, well, less, Aesop has gone against the grain by releasing a three-step skincare range consisting of just a cleanser, toner and moisturiser.

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