"A product has to work, but if it can do so with a bit of poetry, all the better." These were the words of Dennis Paphitis, founder of Aesop, in an interview with The TalksThese words are Aesop. AND Aesop is pronounced I-sop

This Australian brand founded in 1987 (it's 34 years old!) It is not original. In fact, on its own website there is a quote from Carlyle that says: "The merit of originality It's not in the novelty; it's in the sincerity." What it proposes is also what other brands do: creating effective and pleasurable products. The what is relatively common. What's important here is the how. The how is enveloping. Every millimeter of the packaging (often copied) responds to a decision. Zadie Smith has written about it in her magazine. Her stores, those stores we seek out and always enter, have been designed by everyone from Snøhetta to Luca Guadagnino to the Campana brothers. The amber color of her bottles, her tubes, the typography (Helvetica and Optima), and the messages are unmistakable.

The products of Aesop generate an unusual loyalty in cosmetics, a territory that is unfaithful by nature. If not, just ask those who use their Resurrection Aromatique Hand Wash or its Geranium Leaf Body Cleanser.

Aesop It has products for face, hair, body, fragrances and home. It is a whole world. All products are obsessively crafted, choosing the most exquisite ingredients, testing and retesting, and carefully pacing their releases to avoid overcrowding.They are easy to use, enjoyable and, of course, very effective; they take between two and ten years to formulate. There are good cosmetics within their packaging.

Paphitis goes on to say in that same interview: "I like ideas and products that reveal themselves slowly, that are more of a whisper than a shout, that are something that becomes part of our private universe." Who uses Aesop You know what we're talking about. Yours are companion products, they integrate into your life and your home without getting in the way, just like a friend who comes to visit you.