Aesop Under L'Oreal: Growth vs. Brand Integrity

Authors

Gowrav Ghatamaneni, University of Nebraska - LincolnFollow
Spencer Godina, University of Nebraska - LincolnFollow
Reed McHenry, University of Nebraska-LincolnFollow
Cole Miller, University of Nebraska - LincolnFollow
Shruti Pradeep, University of Nebraska - LincolnFollow

Date of this Version

Spring 2025

Document Type

Article

Citation

Ghatamaneni, G., Godina, S., McHenry, R., Miller, C., Pradeep, S. (2025). Aesop Under L'Oréal: Growth vs. Brand Integrity. University of Nebraska-Lincoln.

Abstract

Founded in Melbourne, Australia, in 1987, Aesop has emerged as a global luxury skincare brand known for its minimalist packaging, commitment to sustainability, and sensory in-store experience. In 2023, L'Oréal Groupe acquired Aesop from Natura & Co. in a deal valued at $2.5 billion, marking the largest acquisition in L'Oréal's history. The brand's dedication to aesthetics has set it apart in the competitive beauty industry. But how does a brand built on small-scale, curated retail experiences navigate the expansion driven by a multinational owner? Can Aesop maintain its core values while scaling up?