Aesop (stylised as Aēsop) is an Australian luxury cosmetics brand owned by Brazilian company Natura & Co that produces skin, hair, and body care products headquartered in Fitzroy, Victoria, Australia. Aesop was established in 1987 by Dennis Paphitis in Armadale, several suburbs away from the brand's current headquarters. At the time, Paphitis owned and operated a hair salon named Emeis where part of his business involved blending essential oils into hair products. After continued success, he rebranded to Aesop. Naming the brand after the Greek fabulist and storyteller was an intentional ploy by Paphitis to mock the puffery exhibited in the advertising of competing cosmetic brands. He eventually sold the brand to Natura & Co while maintaining a role as advisor. Each Aesop store has a unique interior design developed in collaboration with various architects, interior designers and artists. As of 2019, the brand had over 320 points of sale across 25 countries. Aesop currently produces 83 product formulations and three shaving accessories. History Aesop was founded by hairdresser Dennis Paphitis in 1987 in Armadale, Melbourne. Suzanne Santos, whose current job title is Chief Customer Officer, was instrumental in the founding and growth of the company. She was Paphitis's first employee. In 2020, Aesop introduced their first Candle product line with 3 new scents titled Ptolemy, Aganice, and Callippus. In 2010 Harbert Australia Private Equity bought a minority stake in the company; Aesop used the capital injection to fund growth. In December 2012, Aesop sold a 65% stake in its business to Brazilian direct-sales cosmetics company Natura Cosméticos for US$71.6 million (approximately A$100 million). Natura took total ownership in December 2016. In September 2018, Aesop launched a luxe homewares product. For the company's national and international experience in sustainable development, and eco-friendly products, the Environment Possibility Award conferred the "Award of Green-Trend Leader" to Aesop in 2020. Corporate identity The brand has been noted for following a modern approach to prestige branding. This includes not using traditional advertisements or discount sales to promote its products but rather getting noticed and talked about for the design of its products, stores, events and communications. Name, logo, and branding According to founder Dennis Paphitis, the brand's name was inspired by the Greek fabulist and storyteller credited with a number of fables. Originally named "Emeis" - which in Greek means "us", and the namesake of Paphitis's hairdressing salon at the time, the brand's name