Home Fashion The Science of Simplicity: Suzanne Santos on Aesop’s Skincare Success

The Science of Simplicity: Suzanne Santos on Aesop’s Skincare Success

From cult-favorite products to a sensory-driven retail experience, Aesop’s story is a masterclass in understated elegance and unparalleled efficacy.

by Soofiya

“It always comes down to the science,” says Suzanne Santos, co-founder and Chief Customer Officer of Aesop. With minimalist packaging and top-tier formulations, Aesop has achieved cult status among loyal customers who value its no-nonsense products, understated design, and unwavering commitment to efficacy. Unlike brands that promise miraculous transformations, Aesop positions itself as a knowledgeable ally, crafting skincare solutions tailored to every stage of life.

Santos exemplifies the brand’s philosophy with her radiant, peachy complexion—a testament to a lifetime of expert skincare. Yet Aesop’s ethos remains non-judgmental. “It’s never too late,” Santos reassures, even for those who’ve turned to procedures like skin tightening or injectables. “We’re not demonizing those choices; we’re saying, come to us afterward. Our products can help your skin endure.”

A Rebel Beginning

Aesop’s story began in a Melbourne hair salon in 1987. Founded by Dennis Paphitis, with Santos as his right hand, the brand started with just four products and a rebellious vision: to deliver high-quality ingredients in sustainable packaging, without flashy marketing campaigns. This philosophy has allowed Aesop to grow organically, driven primarily by word of mouth.

“Our ingredients are chosen to perform,” Santos explains. “When we select magnesium ascorbyl phosphate as a form of vitamin C, it’s intentional. Honoring science—not just revering it—is who we are.”

Hero Products Rooted in Science

Aesop’s formulations blend high-quality ingredients for maximum potency. Bestsellers like the Parsley Seed Anti-Oxidant Intense Serum use parsley seed’s natural antimicrobial and anti-inflammatory properties to combat free radicals. Meanwhile, the Exalted Eye Serum addresses the delicate eye area with a lightweight, vitamin-enriched formula.

For drier climates, the Sublime Replenishing Night Masque—packed with sodium ascorbyl phosphate, frankincense, and vitamins B, C, E, and F—hydrates skin overnight, making it a top seller in the Gulf.

“It’s about the health of your skin—this robust barrier we often take for granted,” Santos says. “Our goal is to strengthen it and offer genuine solutions to the challenges posed by genetics, lifestyle, and environment.”

Beyond Ingredients: The Aesop Experience

Santos emphasizes that effective skincare goes beyond buzzwords. “Isolated ingredients shouldn’t be treated as protagonists. They need to be preserved and activated in synergy with other components to truly perform,” she explains.

This thoughtful approach extends to the retail experience. Aesop’s newly opened store in Dubai Mall embodies the brand’s philosophy: a calm, blue-grey space resembling an apothecary fused with a high-tech lab. Shelves are meticulously arranged, and the atmosphere is curated with lighting, aromas, and even music designed to create a sensory sanctuary.

“This is not incidental,” Santos notes. “Whether you’re in Dubai or elsewhere, there’s a unification of experience. It’s not about culture; it’s about a shared appreciation for effort and lifestyle.”

A Quiet But Profound Presence

Aesop’s understated presence in the Middle East may surprise some, but the brand has been a part of the region for over a decade. “We’re not large physically, but we’re foundational in the lives of many here,” Santos says proudly.

Customers often enter Aesop stores with a clear purpose, drawn by the thoughtful effort behind each product. “People want effortlessness,” Santos reflects. And therein lies Aesop’s secret: a seamless blend of scientific rigor and simplicity that delivers results while inviting customers into a world of understated elegance.

After 37 years, Aesop remains a beacon of “breezy effortlessness” built on the firm foundation of scientific expertise. Whether you’re discovering the brand for the first time or adding another product to your collection, Aesop offers more than skincare—it offers a philosophy of care.

Aesop’s journey from a small Melbourne-based company to a global phenomenon is a testament to the power of authenticity, innovation, and vision. Suzanne Santos’ unwavering commitment to excellence and customer-centric values has not only shaped Aesop’s identity but also set a gold standard for the skincare industry.

Whether you’re a longtime devotee or a curious newcomer, Aesop invites you to embrace the art of self-care—one meticulously crafted product at a time.

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