Every so often a brand creeps up onto your radar that has something a little bit special and different about it. Sometimes this brand may not be for everyone, but everyone should really know about it because it’s just that interesting. Right now the brand bleeping away on my product radar is Aesop. This Australian brand has taken the Aussies by storm and now it’s making waves over here in the UK with ingredient-based rather than marketing-based product range. Their ethos is to spend 80% of the cost on the product and 20% on the package and promotion – a complete reversal of 99% of products in the market place today. Because of this the packaging is simple, effective and based on keeping the ingredients in tip-top shape (which is why the glass is tinted, to prevent UV damage.) Ten years ago this may not have been appealing, but in a generation of beauty enthusiasts that want simple, retro and minimalist design this sits right in the heart of their needs.
Their products are really focused on delivering a solution to a problem rather than being cosmetic. “Aesop’s skin care products contain plant-derived ingredients of the highest quality, and make judicious use of synthetic ingredients such as anti-oxidants. Our range caters for all types of skin and is designed for use from forehead to chest.” Having said that they smell delicious and feel like they’re ‘doing something’ straight away.
I’ve been trying the Primrose Facial Hydrating Cream and it smells amazing – you can really get a hit of essential oils within one sniff. It delivers deep hydration straight away, and although it leaves a slight residue for about 20mins, protects you from the sun for hours after. If you struggle with protecting your skin and live in a city full of pollution, varying heat and free radicals everywhere, then this range is definitely worth a look. They have three stores in and around London, all different designs and focused on fitting in with the surrounding community – check out their website or pop into Space NK to have a sniff and gander for yourself.