From Down Under To The Top Of The World

What makes Aesop quintessentially Aesop? Samy Hamada, R&D Director of Aesop, talks us through the brand's inimitable DNA and its latest launch

- AMOS CHIN

HOW DO YOU RECOGNISE AN AESOP PRODUCT? For most, it's the modest packaging and aromatic essential oils that also permeate the understated, elegant stores. While the stress-relieving olfactive notes and a minimalistic design approach play an integral role in the brand's global success, they aren't the only reasons why Aesop sees a loyal fanbase. The Australian brand prides itself on its efficacy and unparalleled research-driven formulations that offer sensory pleasure in the bargain. Most recently, the cult beauty brand released a new potent hydrating serum to continue its legacy: the Lucent Facial Concentrate, an aqueous-based formulation offering humectant-based hydration and enriched with a suite of skin-supportive ingredients.

In this exclusive interview, Augustman speaks with R&D Director Samy Hamada to get behind the sensibilities of the brand and the newest addition in its repertoire. As a key member since 2014, Hamada was instrumental in the development of Aesop and knows the brand like the back of his hand.

Aesop is committed to being sustainable and clean. What approaches has the brand espoused and is adopting?

While Aesop has always sought to tread lightly, we are now on a more deliberate journey towards being greener and becoming a radically regenerative company. We refrain from describing our business as sustainable or eco-friendly because we recognise that while we have always aimed to minimise our impact, we continue to contribute. We also do not use the term "clean" as this is a buzzword with no legal definition, though we have always created our formulations using the highest and purest quality of raw materials.