Adding to their already impressive stake in the premium beauty care market, Australian brand Aesop have recently opened a new store in central London. Located in Soho’s Beak Street, the new retail space is a minimalist’s dream. With straight lines, wipe-clean surfaces and fuss-free merchandising, you would be forgiven for thinking that the brand had Scandinavian roots. The interior was injected with a little Parisian cool by French architects Ciguë, who used enamel sinks and wooden table tops to create a modern day alchemist’s laboratory.
The interiors are of course a reflection of Aesop’s branding and the products themselves resemble alchemical potions – for skin, hair and body. These products are created with the finest plant-based ingredients and anti-oxidants are vital to the concoctions, the full range of which is available at the store. Male grooming products are also available, with shaving lotions, serums and brushes to achieve the perfect shave. Aesop is the perfect brand for the modern man who likes to take care of himself but would shy away from fussy and feminine aromas and packaging.
For those new to the brand, starter and gift packs are available, with names such as ‘Accelerating Universe’ and ‘Celestial Mechanics’. These are designed to provide a consistent skin regimen with ingredients that complement each other. And for those who frequent the brand’s counter at Liberty, this new space is a stone’s throw away and features a much larger product range. Men of Soho, your beauty care prayers have been answered.
Shop online at www.aesop.com.