How Aesop Built a Brand on Sensory Retail

Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity · Jul 23, 2026 · 6m · transcript

Episode 130 of Building Brands with Fexingo explores how Aesop transformed a small Melbourne apothecary into a global luxury skincare brand through obsessive attention to sensory retail, unconventional store design, and a refusal to advertise. Lucas and Luna examine the company's deliberate scarcity in marketing, its iconic amber bottles that became a visual signature, and the key decisions that turned every Aesop store into a destination. They discuss the brand's $2.5 billion sale to L'Oréal in 2023 and what other companies can learn from Aesop's discipline in brand…