Aesop was established in 1987 by then an owner of a beauty salon, Dennis Paphitis in quest for superlative beauty products. Defying conventional wisdom in marketing and branding, Aesop has been demonstrating solid performance in establishing its own brand by showing its near-stubbornness in maintaining its taste and uniqueness. Thus the Australian cosmetic brand has set itself apart from other competing cosmetic brands in the midst of fierce competition. In 1987, Dennis Paphitis founded Aesop in Melbourne, Australia, to introduce groundbreaking skincare products that balance plant-based ingredients with scientifically backed and functional skin-friendly ingredients. The brand exudes a keen affection for literature and art, and rejects conventional cosmetics industry marketing strategies to let its products speak for itself. Further evidence of their bold attitude is the unique, one-of-a-kind design of each store around the world. Merging with São Paulo-based group Natura & Co in 2012, Aesop has continued to refine its core brand aesthetic and formulas to create high-quality products and a sustainable corporate vision that it continues to spread globally.