The cult of Aesop
Do you think the luxury soap-maker Aesop would have been valued at £2 billion pre-pandemic? I don’t. Sure, the botanical Aussie cosmetics brand, famously seen in the prettiest restaurants and lining the bathrooms of the fashionable, has been valuable for some time, but ‘hands, face, space’ propelled its growing stardom into a multi-billion pound lather. Today, having one of the cult bottles on the basin is as ubiquitous a status symbol as driving a 4×4 around Chipping Norton. L’Oréal announced this month that it has signed an agreement with Natura &Co, the brand’s owners, to acquire Aesop in a deal worth $2.5 billion USD (around £2 billion). In 2018, Aesop had
