2 weeks ago
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It’s not common for people to spend $43 on hand soap, but somehow, Aesop has convinced customers to do so.
Aesop first launched hand wash in 2006 with the Resurrection Aromatique, followed by Reverence Aromatique in 2012. Since then, it has steadily accrued cult status through its evergreen products, curated hospitality distribution, placement in-store as a high-touch moment for customers and notable packaging. L’Oréal Group acquired the Australian-based brand for $2.5 billion in 2023. Aesop has 75 U.S. stores, plus retail partners like Dermstore, Revolve and Saks Fifth Avenue, plus more than 100 amenities partners, including the Downtown L.A. and Santa Monica Proper Hotels, Waldorf Astoria Beverly Hills, and Le Coucou restaurant in New York City. As the No. 1 new customer acquisition product for the brand, hand wash naturally leads people to explore the larger hand and body category, including hand balm lotions. Globally, one Aesop hand balm is sold every 26 seconds. On May 1, Aesop will expand its hand balm assortment with a new edition called Eleos Aromatique.
Sylvie Kilduff, regional gm of Aesop, spoke with Glossy about the cult status of its hand wash and what the brand does to bolster its coveted cultural position. Kilduff also discussed how the brand approaches hospitality and what comes next on the heels of the hand category’s momentum. The following conversation has been lightly edited and condensed for clarity.
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English (US) ·