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.
