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

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

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.