From Instagram Feeds to the Chic Bathrooms, This Cult Beauty Brand Is Everywhere

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(Image credit: Living with Lotte)

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.

"We celebrate science and understand that you need a blend of well-chosen man-made ingredients with exceptional botanical ingredients to make remarkable products,” enlightens Suzanne Santos, Aēsop’s chief customer officer, who has been with the brand for, well, as long has it has existed. 

Although she says "we don’t call ourselves natural,” what Aēsop can call itself is 100% vegan and cruelty-free; factors more and more of us are concerned with when we buy beauty. 

Today, a bottle of Aēsop’s Parsley Seed Anti-Oxidant Serum sold every nine minutes, and a hand wash and hand balm duo a staple in any design-led bathroom or kitchen. Scroll below to shop them, as well as some of our other Aēsop hand, skin, hair, body and bathroom essentials. 

AĒSOP HAND CARE

AĒSOP SKINCARE

AĒSOP HAIRCARE

AĒSOP BODY

AĒSOP BATHROOM

Opening Image: @BrittanyBathgate

Next Up: These French Candles Can Always Be Found in the Chicest of Homes

Maxine Eggenberger
Deputy Editor

Maxine Eggenberger is Who What Wear UK’s deputy editor and has over twelve years of experience in fashion journalism. She been creating engaging and elevated style content for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, self-styled shopping stories, and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, works closely with influencer talent on content initiatives, represents the brand at industry events, and regularly contributes to social media. Previously, Maxine appeared on TV in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o. 


Prior to Who What Wear UK, Maxine’s career began when, after completing her first-ever internship, she was offered a position on the Look magazine fashion desk. She accepted, leaving university a year early in the process. She went on to become the title's fashion news and commercial content editor, with a stint as InStyle.co.uk’s fashion writer along the way. She later served as Look’s acting Editor in Chief before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others. Maxine works remotely from her countryside home near Edinburgh.