How Aesop Built a Brand on Texture Scent and Silence

Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity · May 30, 2026 · 11m · transcript

In this episode of Building Brands with Fexingo, Lucas and Luna explore how Aesop turned a small Melbourne apothecary into a global luxury brand without traditional advertising. They break down Aesop's strategy of using store design, product texture, and intentional silence to create a sensory experience that commands premium pricing. The conversation covers the brand's deliberate avoidance of influencer marketing, its minimalist retail philosophy, and how its parent company Natura & Co. nearly sold it to L'Oréal in 2024 for $2.5 billion before the deal fell through. Lucas…