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■ About the Publication

Amid the waves of numerous brands sweeping the globe, B shares
its perspective on well-balanced brands and uses print media to demonstrate the timeless values of individual brands. Defining a well- balanced brand by four standards-beauty, practicality, price, and philosophy-B offers unique insights and in-depth analysis of one well- balanced brand in one issue every month.

■ About the Issue

Welcome to the second issue of Aesop published nine years after the first issue.

The Brand Story, featured in our 16th issue published in May 2013, starts with what Aesop founder Dennis Paphitis said: “I guess the reason I started my own beauty company was that I wasn’t patient enough to be a philosopher, nor tolerant enough to be an architect.” This, I gather, epitomizes Aesop, though it has been nine years since B first shed light on the brand. Admittedly, Aesop is engaged in the business of cosmetics, but it does not feel sufficient to label it as a cosmetics brand. If it were to be described as a person, it could be likened to a scientist equipped with some qualities of a philosopher or an architect, or an aesthetician who has characteristics of a philosopher or an architect. Dennis Paphitis seems to have designed the brand with a philosopher’s mind and an architect’s eyes.

Aesop talks about holistic beauty for an individual’s inner and outer worlds rather than focusing solely on glowing skin and ageless looks. Observing the steps and approaches the brand takes can give us hints on what to do to achieve an enriched and fulfilled life. Having a profound respect for the written world, making sophisticated choices about space-filling objects, stimulating the senses toward the seasons and nature, and maintaining a sense of community-based hospitality-these are just a few ways. Aesop has brought these messages to life through its formulations and stores, which makes this hair and skin care brand stand out from all the rest. Of course, it does not mean that Aesop’s choices are undoubtedly superior or successful. But it seems undeniable that Aesop has established its own world, carving out a place for itself in the cosmetics scene as an inimitable brand.

The most interesting thing I found while looking back through the brand after nearly a decade was that there have been very few noticeable changes. It is so rare for a brand to stay the course without growing impatient in an age when all things consumption have reached total saturation. Aesop seems to be more focused on managing its physical and cultural assets and sharing these with those who have deeply appreciate the beauty brand. As if proving this, cofounder and CCO Suzanne Santos said in an interview with B: “Aesop was perfect from the beginning.” What she meant by perfect, I guess, has less to do with absolute perfection than it has to do with a state in which there is nothing more to add or perhaps an expression of the brand’s willingness to maintain its current state. Also, the perfection Aesop pursues is best expressed in a comment that Paphitis shared once: “A well-formulated product stands the test of time and doesn’t need to be reinvented each season.”

Aesop has such a perfect and meticulous approach that makes its users feel content. It is like a process of learning how to live a simple yet authentic life and feel fulfilled by such a life. It feels all the more special to know that “This is enough,” just as Japanese lifestyle brand Muji urges through its business motto. To become the best is to be tied to the perspectives of the others, while a sense of contentment solely depends on our own mindset and nothing more. I wonder what objects, spaces, and experiences make you, our readers, feel content. I hope B is one of those spaces for you.

Eunsung Park
Content & Editorial Director

02 INTRO

08 EDITOR'S LETTER

12 QUOTES
Thought-provoking quotes by renowned writers and artists, hand selected by Aesop

16 AESOPIAN
Cultures and philosophies shared by people in the London, Paris, and Seoul Aesop offices

22 EXPERIENCES
Consistent user experience and hosting at Aesop locations worldwide

36 OPINION: ILSE CRAWFORD
The designer behind Aesop’s first London store talks about the brand’s alternative values

42 SIGNATURE STORES
Key architects and designers behind Aesop’s famous signature stores that boast a distinctive aesthetic and local features

56 ICONIC OBJECTS
Design furniture and lightings found in Aesop spaces and offices

60 THE NEIGHBORHOOD
Fifteen Aesop locations and neighboring retail stores in New York City, Copenhagen, Tokyo, Melbourne, Vancouver, and London

68 OPINION: BARNABE FILLION
A perfumer talks about his work with Aesop and its brand DNA
74 ESSENTIALS
Aesop’s lineup that includes healthy formulations for a healthy life and balanced skin

86 SPOTS
Hotels, restaurants, and studios where Aesop items are available

94 THE LIKE-MINDED
Partners who have teamed up with the brand

102 OPINION: NA KIM
Na Kim, art director of the Paris Review, a literary magazine distributed in Aesop stores and on its official website, talks about the timeless value of literature

108 STYLES
Aesop aficionados who prioritize a balanced life

118 EQUILIBRIUM
The value of balance and harmony delivered by those close to the brand

126 BRAND STORY
A growth story that has challenged the norm of the cosmetics industry

132 INTERVIEW: FREDERIC SEILLER, SUZANNE SANTOS
Frederic Seiller, general manager at Aesop Asia and Natura & Co China, and Suzanne Santos, CCO of Aesop, talk about the brand’s beliefs and visions

140 VOICES
Moves that have contributed to local communities and the planet as well as the lives of the brand’s staff

144 FABLES
Ponderings of loyal fans who are enchanted by Aesop’s authenticity and integrity

147 OUTRO