02 INTRO

08 EDITOR'S LETTER

12 QUOTES
Aphorisms quoted by Aesop, a man who loved culture and art

16 AESOPIAN
The culture and philosophy of Aesop people coexisting in Aesop's London, Paris, and Seoul offices.

22 EXPERIENCES
Consistent customer experience and hosting across Aesop stores worldwide

36 OPINION: ILSE CRAWFORD
Interior designer Iles Crawford, who designed Aesop's first London store, discusses the brand's alternative character.

42 SIGNATURE STORES
Leading architects and designers who designed Aesop's signature stores, each imbued with local character and the brand's unique aesthetic.

56 ICONIC OBJECTS
Designer furniture and lighting found in Aesop stores and offices

60 THE NEIGHBORHOOD
15 Aesop stores and neighboring retail outlets in New York, Copenhagen, Tokyo, Melbourne, Vancouver, and London

68 OPINION: BARNABE FILLION
Perfumer Banape Fillon shares his experiences working with Aesop on scents and the brand's DNA.

74 ESSENTIALS
Aesop's product lineup has been faithful to its function for a healthy life and skin balance.

86 SPOTS
Commercial spaces such as hotels, restaurants, and studios where you can discover Aesop products.

94 THE LIKE-MINDED
Collaborating partners who share Aesop's same mindset and have maintained mutually beneficial relationships.

102 OPINION: NA KIM
Na Kim, art director of "The Paris Review," which distributes the magazine through Aesop stores and the official website, talks about the unchanging
The value of literature

108 STYLES
Aesop lovers who value a balanced life

118 EQUILIBRIUM
The value of balance and harmony as discussed by those close to Aesop

126 BRAND STORY
Aesop's growth story boldly shattered the cosmetics industry's prejudices.

132 INTERVIEW: FREDERIC SEILLER, SUZANNE SANTOS
'Brand direction and vision' from Frédéric Seiler, General Manager of Aesop Asia and Natura & Co., and Susan Santos, Chief Customer Officer responsible for Aesop's customer experience.

140 VOICES
Aesop's contributions to the lives of individual employees, the local community, and the environment.

144 FABLES
Aesop's charm, as revealed by fans who became captivated by his genuine attitude and strong character.

147 OUTRO

This is the second edition of 'Aesop', newly published after 9 years.

The Aesop brand story, published in its sixteenth issue in May 2013, begins with a quote from founder Dennis Paphitis.
“I started a beauty brand because I didn’t have the patience to be a philosopher and the talent to be an architect.” Nine years have passed since B magazine covered the brand, but I still think this quote best describes the Aesop brand.
Aesop is a brand that produces cosmetics from a business perspective, but the term "cosmetics brand" does not adequately describe it.
If Aesop were a person, he would be closer to a scientist with the aspects of a philosopher and an architect, or an aesthetician with the aspects of a philosopher and an architect.
Although Dennis Paphitis did not become a philosopher or an architect, he designed the brand with the mindset of a philosopher and the eye of an architect.

Rather than simply discussing radiant skin and age-defying looks, Aesop raises the question of the total beauty of a person, both inner and outer.
By observing the steps taken by the brand Aesop, we can gain hints on what we need to do to enjoy a richer life.
This includes a love of writing and literature, a careful attention to the things that fill space, an open sense of the seasons and nature, and a friendly attitude based on a sense of community.
Aesop has consistently delivered this message through its products and stores, completely differentiating itself from other cosmetic brands.
Of course, this does not mean that Aesop's chosen method was absolutely superior or successful.
However, it is undeniable that by choosing this route, the brand has created its own unique world and established itself as a brand that cannot be easily imitated.

What's interesting about taking a closer look at the Aesop brand after nine years is that there haven't been any significant changes or attempts that warrant a fuss.
In these days of consumerism, it's a rare sight to see people moving at their own pace without any impatience.
Aesop is committed to managing the physical and cultural assets of its brand and sharing them with those who cherish it.
As if to prove this, Susan Santos, Aesop's founding member and CCO, said this in an interview with the magazine 『B』.
“Aesop was perfect from the beginning.” I think perfection here means ‘a state of nothing to add’ or ‘the will to maintain that state’ rather than absolute perfection.
Dennis Paphitis's comment that "a well-made product doesn't need to be renewed every season" also defines the perfection that Aesop pursues.

This Aesopian perfectionism gives Aesop users a sense of "pleasant self-satisfaction."
It's about learning how to live a life close to the basics and be satisfied with that life.
As is the philosophy of the brand Muji, the feeling of discovering “this is enough” is more special than anything else.
If the concept of 'best' is tied to the gaze of others, then feeling enough depends solely on one's own will.
I'm curious to know what objects, spaces, and experiences you, the readers, find that bring you a pleasant sense of self-satisfaction.
I hope that the magazine 『B』 will also be included in that target.

Editor-in-Chief Park Eun-seong