Agenda-setting intelligence, analysis and advice for the global fashion community.

What Will Be the Next Aesop?

The L’Oréal-owned brand has grown considerably since becoming known for its cult-cool hand soap, leaving room for challengers like Evolvetogether, Commune and Sangre de Fruta to take its place.

Challengers like the US’ Evolvetogether, Canada’s Sangre de Fruta and Sweden’s La Bruket are beginning to chip away at Aesop's dominance. (Evolvetogether)

Brennan Kilbane

02 April 2026

More than just their signature bespoke eyeglasses, London-based Cubitts sells a vibe. Their rimless titanium specs are inspired by artist Constantin Brancusi’s sculpture “Bird in Space”, and lens cleaning cloths feature prints by the sculptor Antony Gormley. This attention to design extends all the way to the boutiques’ bathrooms, which are always stocked with Aesop’s Resurrection Aromatique hand soap.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Why Are There So Many Aesop Stores?

The Australian label has a location on seemingly every trendy street corner in major cities from New York to London to Tokyo, part of a global strategy to become the world’s neighbourhood apothecary.

How Hand Creams and Sanitisers Became a Beauty Status Symbol

The explosion in the hand care category’s popularity demonstrates the strength of appetite for scented products amongst younger shoppers, whilst older consumers increasingly seek out targeted solutions for what they perceive as an area prone to ageing.

Exclusive: Deciem to Relaunch The Chemistry Brand

The Estée Lauder-owned beauty company and The Ordinary parent will relaunch one of its original brands as it moves to rekindle its reputation for incubation.

About the author

Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

In This Article

Topics

Organisations

Can Beauty’s ‘Limited-Edition’ Launch Strategy Last?

Membership-based fragrance label Ffern is opening its orders to the general public for the first time, as other beauty brands jump in on the product-drop experiment.

Around the World With Hailey Bieber’s Rhode

This week, Priya Rao has an interview with the most-talked-about founder in beauty, and dives into Swan’s viral bachelorette partnership.

Can the ‘MAC of Italy’ Make It in America?

European cosmetics giant Kiko Milano has racked up over $1 billion in sales with storefronts across the globe from Chile to India. Until now, success in the hyper-competitive US market has been more elusive, however.

Exclusive: Amouage Sales Hit $190 Million in First Quarter

The Omani fragrance house charted record growth, despite disruptions in its home region.

Adwoa Beauty to Enter Liquidation

A Texas court ruled that the hair-care label’s bankruptcy filing be converted to Chapter 7.

How Chanel Became the Hottest Brand in Fashion

As the French couture giant cruised into Biarritz this week, surging interest in its revamp under designer Matthieu Blazy scored it the top spot on the Lyst Index. But could Blazymania go too far?

Building Connection Through Luxury’s Sensory Evolution

Luxury fragrance house Amouage, together with The Business of Fashion, convened leading creatives for an evening of open dialogue on the evolution of the luxury industry — from visual symbol to deeper emotional connection.

The BoF Podcast | Inside Dries Van Noten’s Venice Manifesto

After stepping back from his namesake brand, Dries Van Noten has opened a foundation in a Venetian palazzo dedicated to craft, beauty, and the things made by hand and soul. BoF's Tim Blanks speaks with the designer about why, in ugly times, making something beautiful is the only real form of protest.

The Business of Fashion